Lori Speers. (Source: Lori Speers)
Success Stories focuses on experienced travel advisors and how they became successful. Here’s a look at Lori Speers, CTC, owner and CEO of Levarté Travel.
How did you get started as a travel consultant?
My career began at a travel school in Florida, followed by a stint at Disney World. I then moved to Orlando Travel where I sold tickets to the travel school students. The thrill of creating amazing adventures for clients led me to selling vacations, a role I loved. My journey continued in Dallas where I sold vacations for many years.
I dedicated myself to the industry for about 10 years, moving from leisure travel to the corporate world, where I booked corporate travel. This move brought new challenges, but my commitment to booking people’s dream trips remained undiminished. So I returned to leisure travel and entered the luxury market, working for a Virtuoso agency in Dallas, where my commitment to the industry grew along with my travel expertise.
I also built several long-lasting relationships in the industry that continue to benefit my host agency, Levarté Travel, and all of our members. Relationships in the travel business are the backbone of our success. I grew in the industry, managing and training other agents who shared my love and passion for travel. That was my first taste of what I do now at Levarté Travel: helping travel agents build a travel business.
Before I knew it, I was managing a host agency for another company. I worked in the host agency space for 18 years and was president of a large host agency from 2005 to 2020. In 2020, I opened Levarté Travel. Today, we have more than 500 consultants.
How have you built your business over the years?
Since the founding of Levarté Travel, I have been determined to innovate and do things differently. For example, we have created a one-stop shop, our LevartéHUB, for consultants to manage their day-to-day business.
In addition to providing a one-stop shop for our consultant members, we also focus on training. We offer at least one live training session every week. Our live training sessions are a great way for our members to network with suppliers and other members and have real conversations about their businesses.
As mentioned, relationships are an essential part of success in the travel industry, which is why I serve on several boards including Hyatt Inclusive Collection, ASTA IC Advisory Board, CLIA Star Board and TRAVEL ALLIES. I encourage our members to do the same, especially by getting involved in their local ASTA chapters. We are also a Premier Member of CLIA, a Premium ASTA Member and an Elite Member of Travelsavers and Affluent Travelers Collection.
What qualities make you successful?
Strong communication skills, extensive knowledge of the destination, problem-solving skills, attention to detail and a customer service-oriented attitude.
What were your biggest challenges?
9/11 and the COVID pandemic! Both changed the industry forever, but they also built the resilience of most travel companies. The world came to a standstill with both, creating new regulations and processes for travelers and consultants. Most agencies and travel companies survived, adapted, and refocused in the emergency. The COVID pandemic has increased supplier training in the industry, which is fantastic.
Since opening Levarté Travel, my biggest challenge has been to stay on top of technology, training and support while ensuring the company continues to offer the best to our consultants.
What were your greatest achievements?
My greatest achievement has been opening my own business, Levarté Travel. I do something I absolutely love. Every day I wake up knowing that I am making a positive difference in someone else’s life. Seeing our consultants grow their businesses and succeed makes me happier than my own successes.
What tips can you give to consultants who are new to the industry?
If you’re new to our industry, take the time to learn about it. It can be overwhelming, and you need the right partner or support group to guide you through the process step by step. Experienced consultants need to continually educate themselves, from certifications to keeping up with the latest and greatest information from suppliers. That means product training, traveling for first-hand knowledge, and marketing training.
Tell everyone you know you’re a travel consultant. Most consultants start with friends and family as clients – so tell everyone you know you can book their next vacation. As the owner of your travel company, you need to market yourself and constantly know your value. Make sure you get the highest commission on all your booked trips. That’s why it’s important to belong to a host agency that offers you support, training and commission.
Travel is the best industry ever! You will have bad days, but many more good ones. You will create unforgettable experiences and excellent relationships, but it will take work, so give yourself time to grow your business. It’s not a sprint, it’s a marathon that can give you and your family financial freedom and a lot of flexibility. After all, you can work from anywhere!
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