When I started in the travel industry over 30 years ago, my biggest challenge wasn’t learning the destinations or booking systems, it was figuring out how to sell myself. I could talk about hotels, cruises and resorts all day long. But when it came time to say, “Here’s why you should book with me,” I froze.
Even when I started Dugan’s Travels 26 years ago, my instinct wasn’t to promote myself, it was to create a place where others could succeed. Helping people build their businesses felt natural; bragging about my own success never did. Even today, when someone asks what makes Dugan’s special, I lead with my agents: their talent, their passion, their care for clients. All of that is true, but it still takes effort to talk about me and what I’ve built.
Over the years, I’ve learned that you don’t have to be loud to be seen. If you’re also someone who struggles to “toot your own horn,” here are ways I’ve found to market yourself authentically and comfortably.
Tell Your Why
When I explain why I began Dugan’s Travels, it’s easy to talk, I wanted to stay home with my kids and still have a career I loved. Sharing that story naturally helps people understand my heart and my drive. You have your own why — the trip that changed you, the dream of helping families travel easier. Share that. It’s not bragging; it’s inviting people into your story.
Highlight the Wins You’ve Created
I’m not comfortable saying “I’m the best,” but I can talk about what I’ve done for others. When an agent shares how joining Dugan’s changed their life or when I’ve helped a client navigate a tricky trip, that’s real and meaningful. For you, it might be rescuing a honeymoon when flights were canceled or finding a hidden-gem hotel that made a trip unforgettable. Tell those stories, they’re proof of your value.
Let Others Brag for You
One of the easiest ways I’ve learned to step out of the spotlight but still build credibility is to share testimonials. When my agents or clients say kind things, I let their words speak. You can do the same, ask for reviews and use them in your posts and emails. It’s authentic because it’s not you talking about you; it’s others talking about the impact you made.
Teach and Share What You Know
I realized I’m comfortable when I’m helping. If I post travel tips, destination advice or behind-the-scenes updates from supplier events, I’m still marketing, just through service. People see my knowledge and know I can help them, without me having to say, “I’m great at this.”
Lean On Your Support Network
I remind myself often that I don’t stand alone. When I tell prospective agents or travelers that we’re part of Travel Leaders Network or that we have strong supplier relationships, it shifts the focus from me to the strength of our community. You can do this too, show the power behind you.
Frame Your Value Around Service
Instead of “I’m the best,” I say things like, “I help new agents build thriving businesses from home,” or “I help families travel with less stress and more confidence.” You’re still selling yourself, but in a way that’s about serving others.
If self-promotion feels unnatural, you’re not alone. I still work on it every day. But marketing doesn’t mean becoming someone you’re not, it’s just helping people see how you can serve them. Share your why. Share your wins. Share your knowledge. The right people will connect with your heart and your expertise.
And if you’re like me and find yourself cheering louder for others than for yourself, that’s okay. Just remember to let the world know what you bring to the table too. You’ve worked hard to build it.
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