I’ve been an entrepreneur for most of my life. From creating my own cosmetics line in Hollywood to co-owning an interior design studio and home furnishings business, I’ve always been drawn to building something of my own.
I was raised in Italy, and travel has always been an important part of my life. Becoming a travel advisor gave me the opportunity to combine my entrepreneurial spirit with something I genuinely loved. After being approached by a travel agency in Southern California, I began my training and started developing my skills as a professional travel advisor.
What excited me most was the opportunity to take something a client had been dreaming about and turn it into a real experience. What I didn’t fully understand at first was just how much there was to learn—or how much work happens behind the scenes to create a seamless trip.
Finding Holiday Planit happened through a little bit of luck. Johanna happened to be my daughter’s neighbor. We met, we clicked, and that connection introduced me to the agency. It turned out to be exactly the right fit: I could build my business my way while still having the support, mentorship, resources, and supplier relationships of Holiday Planit behind me.
My timing was certainly memorable—I joined Holiday Planit at the beginning of COVID. Those first months brought an especially steep learning curve. When you’re new, you simply don’t know what you don’t know. But every booking taught me something, and every experience helped me become more knowledgeable and confident.
Much of my early business grew through personal relationships and referrals. The real validation came when clients returned to plan another trip—and then began referring their friends and family. That was when I realized I wasn’t simply making bookings. I was building trust, lasting relationships, and a sustainable business.
Another important turning point came when I realized I didn’t need to be everything to everybody. Italy was a natural specialty because of my background, Europe followed, and cruising became another important part of my business. Once I embraced my strengths and became more focused, I was able to develop Concierge Italia and build a business that felt authentic to me.
Today, I specialize in customized European travel, ocean and river cruising, hosted groups, and Travel Clubs. I’m more confident, more selective, and more willing to trust my instincts—whether I’m designing an itinerary, choosing a supplier, or advocating for a client.
Holiday Planit has given me an invaluable combination of independence and support. I have the freedom to develop my own brand and run my business in a way that reflects who I am, but I’m never building it alone. Johanna’s mentorship, the agency’s supplier relationships, and the resources and people available to me have all helped me continue growing.
This year, that growth has brought me to an incredible milestone: my first million-dollar sales year. It didn’t happen overnight. It was built one client, one relationship, one referral, and one carefully planned trip at a time.
My advice to someone entering the industry is simple: treat this as a business, not as a way to receive discounted travel. Keep learning, find your niche, value your time, and don’t be afraid to charge professional fees for your expertise.
Most importantly, take exceptional care of your clients. The booking isn’t what builds a successful travel business—trust does.
Carol H.
