Angie Caruso Rice

I think it's being authentic and making sure that you advocate for your advisors as well as your clients. The more we serve our advisors, the better equipped they are to serve their clients. As the world becomes more competitive and we have more resources like AI that allow greater access to information, it becomes more and more important that you have an expertise in your industry. I think it's important to be careful of becoming a generalist - you need to have some level of diversity in your business, but when you focus on some specialties, it makes you stand out amongst others in your industry. I also think having core values and a mission and adhering to that is really important. For me, philanthropy was really important before I even started Boutique Travel Advisors. I knew that giving back was always going to be part of our culture, and that has really allowed me to feel very fulfilled in my profession. That consistency helps us attract ideal clients who are also philanthropic and want to give back. It also helps us attract travel advisors who see we have a big heart. Whatever it is that drives your business from a personal level, stay consistent and stay focused on that, because it will help you create a sustainable business.

Build community. It's important to build community with your colleagues and be part of a travel agency that is prioritizing your personal growth. I think people are going to have a more sustainable career if they feel that they are supported on that personal journey. And definitely don't do this alone from the standpoint of assuming you can just enter this industry without having the access and the resources that are available through consortias like Virtuoso. You need to trust preferred suppliers in any industry - you have vendors, you have customers, you have employees to turn to. So really build your network and your community, both internally and externally.

Find a community and interview different agencies. Ask questions and find an agency that's going to invest in you and provide the level of support that you need. Not every agency is going to be known for all things - some might focus more on sales and marketing, another might focus on technology tools. Make sure you have a company that is going to equip you with all of the tools that are necessary to be successful. Focus on the human side - it's important that we adapt technology and recognize AI is here to stay, but make sure that the way that technology is being used by that business is authentic and allows you to be more accessible to your clients. Our industry is similar to law and medicine - clients want to engage you, they want to trust you, they want your opinions, they want to work with someone who's well-traveled. That's another criteria - you want to be well-traveled. Bring professionalism into your business. My professionalism stayed with me when I re-careered into travel - I was able to learn travel, but that work ethic and genuine care is transferable to other industries. Show up authentically, present yourself as hardworking, and show that you care to your colleagues, to your clients, and to the suppliers supporting your business, and you'll be successful.

There's a lot of transitions happening right now in the industry, and I see that as a good opportunity. Our industry is one of the fastest growing occupations, and while some people might find that threatening, I think it's an opportunity for more clients and consumers to be aware of our profession. It allows us to re-evaluate our standards, and there's a lot of growth taking place on the interagency side. For example, our agency is looking to grow and expand both nationally and internationally - we have advisors in Africa, South America, and across the United States. I think it's an opportunity for people to get into this business, especially someone who's reached a point in their career where they want to transition into something else. It's a wonderful profession for re-careering, and it gives you the opportunity to take your network with you. When you have those networks and go into an industry like travel where you're in a consumer-facing business, your credibility stays with you, and you're able to use that credibility in our business. There's not that many barriers to entry, however, to be successful in our industry, it takes a lot of strategy, planning, hard work - you have to invest in your business and really stay apprised because destinations are always changing due to events and political affairs. But it's a fascinating and very dynamic profession. The challenge is that emerging technologies like AI are both an opportunity and a challenge - we need to adapt technology while maintaining the authentic human connection that makes our service valuable.

Core values and having a mission and adhering to that is really important. Showing up with meaning - for me, philanthropy was really important. Before I started Boutique Travel Advisors, I was debating on whether I wanted to be more philanthropic, maybe go and work as an executive director, because I had done a lot of work in nonprofit. But I recognized that when nonprofits are fundraising, they go to for-profit businesses to support those initiatives, so I knew that giving back was always going to be part of Boutique Travel Advisors' culture. That has really allowed me to feel very fulfilled in my profession, that we have that consistency. It also helps us to attract ideal clients who support organizations like Make-A-Wish, CASA, veterans groups, and the 9 nonprofits we support in safari destinations. By doing that, we attract clients that are also philanthropic, that want to give back. Whatever it is that drives your business from a personal level, stay consistent, stay focused on that, because it will help you create a sustainable business. Our clients and our affiliate travel advisors identify with us because they see we have a big heart. I also value authenticity, advocating for others, professionalism, genuine care, and hard work.