Success stories focus on seasoned travel advisors and how they found success. Here’s a look at Denise Valente, a Dreams Vacation franchise owner in Fort Pierce, Florida.
How did you get started as a travel consultant?
I got into the travel industry after an injury I sustained at my previous job. I worked for the airlines as a “ramp rat,” also known as a ground crew member. I loved the job and stayed there for almost 10 years until I tore my ACL and was out for a considerable period of time. After multiple surgeries and physical therapy, my doctor would not clear me to return to my job. Instead of taking another job that I wouldn’t have enjoyed as much, I decided to pursue a career as a travel consultant. It was actually my husband, David, who first suggested that I look into this as I was the travel planner for all of our family and friends.
In 2018, I became an independent agent with Cruises Inc. In 2021, my husband and I purchased our Dream Vacations franchise, which is owned by the same parent company as Cruises Inc., but with a different business model. I can happily say that it has been a wonderful journey so far, and I wouldn’t change a thing. Okay, maybe the COVID years, but that’s about it.
How have you built your business over the years?
I started with my inner circle of friends and family and then expanded into my community. I visited many local businesses so I could help them grow their businesses while they helped me grow mine. I also hosted many virtual events with various vendors, especially during COVID, to get people thinking and dreaming about travel.
Referrals have also played a big part in my business. My husband has a custom carpentry business and he makes good use of his contacts by always referring me to his clients that I wouldn’t be able to reach otherwise.
What characteristics make you a successful advisor?
One of the things that has helped me succeed the most is my passion for traveling and helping others. When you combine those two things, magical things can happen. For as long as I can remember, I have been traveling all over the world. My parents always took us on family vacations every year, whether it was domestic or abroad. So I grew up with an innate love of travel and culture.
As I mentioned, I also love helping people. Navigating the world of travel and all the details that go into planning and choosing between all the options available can be daunting. Being that bridge, helping people achieve their dreams by guiding them along the way so they can simply enjoy the experience rather than stressing out, brings immense joy. When people can see and feel that you are authentic and treat their vacation like your own, they become your lifelong customer and naturally tell others about you.
Really listening to my clients when they tell me what they want from their holiday has really helped me. Sometimes I sit down and think about what they’ve told me for a while before diving into researching products and pricing. I like to think about them and their family dynamics and try to imagine what they want to experience.
What were your biggest challenges?
Like most other travel advisors, COVID has been our biggest financial challenge. But as horrible as it has been, it has allowed me to hone my skills, processes, and approach to my business. Would I ever want to go through that again? Absolutely not. But I am grateful that I didn’t waste the opportunity to learn and grow through it, which has allowed me to become a better version of myself for my clients.
My biggest personal challenge has been facing my own insecurities. The fear of failure was very real for me, which sometimes led me to hold back or not even answer the phone when I was first starting out. But because I am part of an incredible network—I have had so much support and so many people who believed in me—I have been able to overcome that and become a successful agent.
It was also difficult for me to find the right work-life balance. As a home-based real estate agent, it is very easy to continue working at all hours of the day or night and neglect your personal life. But I have managed to get a good feel for it.
Eventually, I learned to say no. I didn’t want to be a jack of all trades. I wanted to become an expert in multiple fields, which meant turning down jobs that might hinder my growth in the areas I wanted to focus on.
What have been your greatest achievements?
My greatest achievement has been stepping out of my own way to walk the path of success. In doing so, I have been fortunate to receive 11 industry awards including Agent of the Year, Top Producer for AmaWaterways in 2021 and the Opal Award for Women, which recognizes outstanding performance and leadership.
On a personal level, my greatest accomplishment is my marriage to my husband David. He has been my greatest support through the ups and downs, and without him and his constant support, things could have turned out very differently, not only in my life but also in my business.
What advice can you give to advisors who are starting out in the sector?
Love what you do, love to travel and make sure that love is visible to others! Discover the destinations and products you want to sell. There is a huge difference between selling something you have only read about and selling something you have experienced. Customers can see and feel your joy and enthusiasm and it becomes contagious. Then the fear of missing out starts to set in because they want to have the same experience and feel the same way.
I also can’t stress enough the value and importance of education, networking, and developing relationships with vendors and other industry agents. You will learn a lot from your peers because they have been through the same thing you are. As you develop these relationships, you will start to connect with some of them and want to sell their products. You will then find that you have more direction and focus. Over time, this focus may change, and that’s okay. No matter what your focus is, these relationships will be instrumental in helping you succeed.
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