Her Story
About Siera
Sierra Duiser owns Dreamworthy Destinations, a travel agency she founded in 2012 after graduating from college. She holds a bachelor's degree in brain behavior and cognitive science and maintains professional credentials that include the Verified Travel Advisor Certification through the American Society of Travel Advisors, the Master Cruise Counselor Certification from the Cruise Line Industry Association, and the Certified Travel Industry Executive Certification from the Travel Institute. As a member of ASTA, the Cruise Line Industry Association, and IATA, she specializes in travel planning and has been recognized among travel agents under 30 and 30 under 30. Sierra attributes her success to hard work and dedication over the past 14 years, and she emphasizes integrity and trust in client relationships. A portion of all bookings supports Give Kids the World Village, a nonprofit providing stays for families with children facing illnesses during visits to Orlando theme parks. She navigated significant challenges during the COVID-19 pandemic, including hundreds of thousands of cancellations, and advises aspiring professionals in the industry to treat it as a full career with professionalism rather than a hobby.
Her Interview
Ten minutes with Siera
01What do you attribute your success to?
Hard work. It's not been easy, but it's something that I have poured everything into for the last 14 years. You get out of it what you put into it.
02What’s the best career advice you’ve ever received?
I don't know what advice I've really been given. I've really had to figure it out all on my own.
03What advice would you give to young women entering your industry?
It's very important to carry yourself with professionalism, and this isn't something that you should just do as a hobby or a side hustle. It's a real career. There's too many people that just want to go on vacation, and that's not what this is or should be. It protects the integrity of my industry as well.
04What are the biggest challenges or opportunities in your field right now?
COVID was one that we weren't sure if we were going to make it out on the other side. The world literally shut down, and there was a few months that we didn't know when travel would come back, what it would look like when it came back, how different things could be. Just the resiliency to see it through and figure out how to navigate and best assist our clients. Hundreds of thousands of cancellations and hundreds of thousands of dollars in cancellations overnight.
05What values are most important to you in your work and personal life?
Integrity and trust. You have to have trust with your clients, if they can't trust you in the experience that you're providing, it's not going to be a good experience for anybody. Integrity in your character and the experience that you're providing is absolutely integral.
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