Kayla Smith. (Source: Kayla Smith)
Success Stories focuses on veteran travel advisors and how they achieved success. Introducing Kayla Smith, Director of Public Relations at Sojourney Travel.
How did you start working as a travel advisor?
I started my career in the travel industry with Delta Air Lines in 1998, and that's when I caught the travel bug. Fast forward to 2011 and I turned my love of travel into a career as a part-time advisor. At the time, I was pregnant with my now 12-year-old child. This career primarily served as a “side hustle” to earn extra cash to buy diapers and groceries while making ends meet with her four home-schooled children.
A year later, I faced separation and ultimately divorce. After my divorce, I was at a crossroads between taking advantage of daycare and jumping into a 9-to-5 job outside the home, or getting serious about the travel industry. I chose the latter in 2014 and became a full-time advisor. This has given me the flexibility to raise my children without having to compromise time with them while pursuing my career. Through years of hard work, I have excelled in a variety of fields and secured a top sales position at an agency with hundreds of advisors.
In 2020, I remarried and had a spouse with a regular job, so I decided to start my own agency. Sojourney Travel was founded in January 2021 by her along with her nine advisors. Since then, the number of his advisors has increased to nearly 70. We opened our business as the world began to open up to travelers again. Travel regulations were constantly changing. I found a niche teaching new independent contractors how to become quality advisors. At the same time, I was learning how to deal with all the crazy changes happening in the industry. As the new owner, I worked to build strong relationships with wholesalers and suppliers, while providing guidance to build a solid foundation as an advisor.
Since then, we have continued to grow and serve the customers who have trusted us since the beginning. And in addition to increased revenue, we've also seen incredible growth as a team and as an agency.
How have you built your business over the years?
I've grown my business by focusing on the quality of growth, not the speed of growth. Anyone can speed up their training, spend thousands of dollars on advertising, and rapidly expand their brand's reach. This method attracts people quickly, but it doesn't necessarily mean you're attracting the right people. Sojourney Travel was built on the ethos of “slow but steady wins the race.”
Our business has grown rapidly since our founding in January 2021, largely due to the support we received from family, friends and travelers who wanted to explore the world again after being closed for so long. From the moment we opened, we focused on curating a customer base that aligned with our values, resulting in many repeat customers.
We also focused on growth through our internal contractor contracting practices. I recognize that everyone has different challenges, different schedules, and different mindsets that they all need to work on to achieve their true potential. This means that no two individuals walk the same path and no two businesses grow in the same way.
Sojourney Travel is truly a boutique agency. We select our advisors based on their passion for travel and desire to serve others. Overall, I have built my business with the goal of attracting like-minded people, both from an advisor and client perspective.
What characteristics make you a successful advisor?
I believe that as a human being, it is my responsibility to help serve others with love and compassion. I run my business with a growth mindset and strive for continuous improvement and learning. I aim to positively impact the lives of those I serve by approaching every interaction with empathy and understanding. We believe that by uplifting and supporting others, we can collectively contribute to each other's success.
What was your biggest challenge?
I started my business in 2021, just as people were starting to travel again. Although demand for travel was high, ever-changing regulations proved difficult. We are constantly training and retraining to ensure we are up to date on all matters that may impact our clients. Although difficult, this positioned us as a great resource for travelers very early on in their business journeys and has led to many repeat customers ever since.
Another challenge was navigating life as a new wife and new business owner. Her husband and I got married right before Georgia's stay-at-home order and were homeschooling our five children. Starting a business was a daunting task that could never have been accomplished without the unconditional support of my family.
What is your greatest accomplishment?
One of my greatest accomplishments is serving as a mentor to many others looking to break into the travel industry. I'm also very proud of the overall results this business has achieved. Sojourney Travel has experienced tremendous growth year on year. We have doubled our sales every year since we started our business. Also named Best of Georgia Travel Agency in 2023.
Another great accomplishment was the personal recognition I received for my growth in this business.I was appointed to GTM this year alone. [Global Travel Marketplace] We were invited to serve on the advisory board, the Women Leaders in Travel Conclave, and we were accepted into the Signature Travel Network.
What tips can you offer advisors new to the industry?
First, comparison is a joy thief. Learn from your colleagues and celebrate them, but try not to compare yourself to them. Everyone learns and grows at different rates. Some people start out as advisors while working a full-time job, while others start out with a full-time job. There are many variables that can affect how fast your business grows, but as long as you focus on personal growth and the needs of your clients, you are sure to succeed in this business.
Then learn to quickly pivot and adjust. Trips get canceled at the last minute, there are weather delays, and sales might not be as good as the next month. No matter the situation, it is important to keep your cool and keep moving forward.
Finally, align yourself with strong institutions full of love and support. Partnering with a strong agency can mean the difference between business life and death.
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