Ralph Iantosca. (Source: Ralph Iantosca)
Success Stories focus on veteran travel advisors and how they achieved success. Here’s a look Ralph Iantosca, owner of Iantosca Travel, an affiliate of Travel Experts.
How did you get your start as a travel advisor?
After I graduated from travel school, I worked for Horizon Air in various positions, which included reservations and ticketing. I applied for a travel agent position at AAA Travel in Great Falls Montana in 1993, which led me to move to Dallas in 1997.
I was recruited by American Express Travel and introduced to luxury travel. In 2001, I engaged with of their new programs for independent consultants, which allowed me the freedom to be creative and earn my own income with my own clientele.
In 2006, I started my own company, Gogirl, and hired many advisors who wanted to work in travel. In 2017, I realized I loved selling and being creative more than managing others, so I became an independent advisor again.
How did you build your business over the years?
Before I became independent in 2001, I loved designing, building and promoting group travel. I was introduced to radio groups in 1993 with my first advisor position and realized the potential for great income, as well as the social benefits for those who travel together. I still enjoy seeing the friendships and bonds that are made when those who don’t know one another share great experiences. I also like the big commission check that comes in every quarter – and it really doesn’t take that much time to promote a group.
What characteristics make you a successful advisor?
Having boundaries and being able to say no. Understand what you will and won’t do and think about who you want to work for and what type of travel you are selling. I encourage new advisors to look at the overall transaction and think about their investment in terms of time and expertise before accepting the opportunity to help the client. Do they know what their return will be? How many hours will they have to invest? Will their supplier help turn it around quickly? Is this their area of expertise?
I have my own set of rules. I won’t jump in and take over any booking that a client has been trying to book direct and gets stuck. I don’t ever do partial bookings. If you don’t want to pay me for my time and expertise, then you are on your own. It may seem harsh to some, but it’s a good way to stay out of trouble.
I prefer referrals from a job well done that focuses on my expertise. I encourage new advisors to think about what makes them happy and to interview a new candidate before saying yes. Are the potential clients thoughtful and kind? Are they treating you as a commodity or do they value what you offer?
You do not have to say yes because of the person who referred them to you. If it’s not a fit, just say, ‘I’m sorry, I’m not going to be able to help you. Thank you for checking with me.’ I have a reputation and need to deliver what I said I would to those who pay me for my time and expertise.
What have been your greatest challenges been?
Trading up with my clientele was difficult. I used to have a clientele that was mainstream, not lucrative and was never going to buy the travel I wanted to sell. As happy and loyal as they were, I was not happy and needed to find a way to help me move forward professionally – and for them to continue to receive what they wanted. I had to learn to politely let them know I was unable to help with their new inquiry and find a referral agent who could accommodate them.
My advice is to find out which peers are out there who love selling the things you don’t, which will allow you to then do what you want to do, attracting the clients who want what it is you do. At the time, it was very hard for me. I had a huge feeling of guilt but I did it anyway.
I just sold two TCS jet expeditions and received over $40,000 commission from one booking alone. I think I got over it! Make room for what it is you want. If I stayed in that one place, I would not have the ability to give the amount of time I need to the affluent clients I serve today.
What have your greatest accomplishments been?
I operate a subscription ‘by invitation’ business model. I design and manage my clients’ bucket list. The fee starts at $5,000 for 20 hours of my time to be used in one calendar year with a minimum spend. I can proudly say some clients spend over $250,000 per year, others more than $100,000 per year. With a limited number of clients in my portfolio, I still operate my group business separately, which has a focus on expedition cruising, gorilla trekking and safaris.
One of the best benefits of the model I operate is the ability it provides me to travel. This year has been epic. I hosted clients on Lindblad Expeditions’ National Geographic Resolution in January, went hiking after in Patagonia and then went on Scenic Eclipse back to Antarctica. In May, I traveled to Ecuador for 11 days. In June, I spent 24 days in the Kimberley region of Australia and Indonesia with Lindblad aboard National Geographic Orion and am spending my summer working remotely in Montana. This fall, I’ll host a group to Zambia, then head back to Rwanda and host another group to see the tigers in India followed by trekking in Bhutan.
What tips can you provide advisors new to the industry?
Focus on attracting and keeping an affluent clientele without having to always trade up. Paying my dues in the start of my career was helpful. I wish, however, someone had shown me the luxury/ultra luxury travel segment and how to start there. I would join an agency that has a focus and educational platform to cater to affluent travelers.
I also would think about the investment you make with a new client. If the new advisor has been introduced to an affluent client who has the time and means, I would then learn more about the client’s bucket list.
I recommend focusing less on marketing to ‘new’ clients and more on setting up as many trips as you can for the same client and learning about their circle of influence. Referrals on the same level are really what built my business. My experience has taught me that it’s a lot more fun to work for those who you really like and know, and the referrals speak for themselves.
Become a destination expert. For example, I love Rwanda. It only attracts high-end travelers, with an average nightly rate of over $5,000 per night in Volcanoes National Park. Gorilla permits are $1,500 a day. With a focus like this, the advisor will continue to return year after year and attract new affluent clients through their expertise with that destination, which allows them to slowly grow their business with the right type of client.
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