Business Development vs. Education in a Travel Business

Hello, Travel Hi-Five readers! This series has been on a very consistent bi-monthly schedule for the past year or so, and I am thrilled to continue my partnership with the VAX VacationAccess team by contributing to The Compass on VAX. With that in mind, I welcome you to another edition of the Travel Hi-Five where I always look to feature something travel advisors can learn from and potentially put to use in their businesses or daily life. I will acknowledge that this month’s entry will sound a little self-serving in some aspects, but I promise that I aim to bring you five key ideas that I believe you can take away for your own use or idea generation in your business. 

I have very recently made a transition to a new role at Nexion as the Director of Business Development from my prior role as Business Development and Education Manager. My new role will give me an opportunity to focus on relationships with all levels of advisors at Nexion, build on our relationships with preferred supplier partners and keep our eyes focused on the future toward a five year vision plan for growth. This role does not take me away from the world of education and events. In fact, it ensures I am working with our Director of Education and Events on a cohesive approach to how we accomplish what is best for our advisors.

Because I have been very business development focused since the start of the year, I have been thinking a lot about the differentiation between what is business development and what is education. Since I am very focused in my career on business growth for independent contractor travel advisors, I think there are some very good correlations between what that is for a larger corporation versus a small entrepreneurial business. I am here to remind you that big business strategy planning is good for small businesses on a slightly different scale. So, here are five things to consider on this topic:

1. Business Development Is Sales: This is the area of the travel advising business that is focused on revenue and sales. Maybe that was obvious to many of you, but I can assure you that many people get into this business because they love travel and it is a passion for them. Their passion is to help others experience the world in a way they know is possible, and what they may have resisted in the past or would not have considered is that travel advisors really are salespeople. Many people that I have trained have had to readjust their thinking and become a salesperson. My advice is to focus on doing consultative sales and not transactional sales, this is where relationships are formed.
2. Education Builds the Foundation, Not the Finish Line: Education is critical — it’s how advisors learn about destinations, suppliers and systems. But education alone does not generate revenue. It prepares you to sell more effectively, but without applying that knowledge through client outreach, marketing and closing strategies, it remains untapped potential. Think of education as your toolkit and business development as how you actually use those tools
3. Business Development Requires Intentional Action: Learning is often passive; business development is active. It requires you to consistently engage in activities like prospecting, following up with clients, asking for referrals and building partnerships with your suppliers. These are not “when I have time” tasks, they are core business functions. Successful advisors carve out dedicated time each week specifically for revenue-generating (making money) activities. Measure these actions for results. Ask yourself, is this activity generating money for my business? If not, you have to determine if you should keep doing it.
4. Education Should Support Your Niche and Growth Strategy: Not all education is created equal. It’s easy to get caught up in webinars and training that may not align with your business goals. The most effective advisors are selective, they pursue education that strengthens their niche, enhances their expertise and directly supports their sales strategy. Be intentional about what you learn so it translates into measurable growth.
5. The Magic Happens When Education and Business Development Work Together: This isn’t an either/or conversation, it’s about harmony between the two. Notice I did not say balance. Education sharpens your credibility and confidence, while business development drives your income and growth. When aligned, they create momentum. For example, learning about a new destination should lead to marketing it, pitching it to clients and ultimately booking it. That full cycle is where real success lives.

As you think about your own business, ask yourself: Are you leaning too heavily in one direction? Are you spending all your time learning but not enough time selling? Or are you focused on sales without continuing to grow your expertise?

Big business strategy absolutely applies to small entrepreneurial ventures — just scale it to fit your world. By being intentional about both education and business development, you position yourself not just as a travel advisor, but as a thriving business owner. In my new role in a large host agency, I get the opportunity to partner with my colleagues in Education to find the harmony that works in support of our business goals. I understand that as a business owner you are both sides of the equation. I hope these key points help you find the harmony in your travel business.

Until next time, keep learning and keep growing. Here is to your success!