Lori Stephens. (Source: Kayla Smith)
Success Stories focus on veteran travel advisors and how they achieved success. Here’s a look at Lori Stephens, CEO of Sojourney Travel.
How did you get your start as a travel advisor?
I kicked off my travel industry career at Delta Air Line in 1998, and that’s when I caught the travel bug. Fast forward to 2011, and I turned my love for travel into a part-time advisor career. At the time, I was pregnant with my now 12 year old, and this career mainly served as a ‘side job’ to make some extra cash for diapers and groceries while juggling four home-schooled kids.
One year later, I faced a separation that ultimately led to divorce. Post-divorce, I found myself at a crossroads, either opting for daycare and diving into a nine-to-five job outside the home or fully committing to the travel industry. In 2014, I chose the latter and became a full-time advisor. This allowed me the flexibility to raise my kids and not compromise any time I had with them while pursuing my career. Over the years, I put in the effort, excelling in various niches and securing a top sales position with an agency that had hundreds of advisors.
I remarried in 2020 and because of the support that came with having a spouse with a steady job, I decided to start my own agency. Sojourney Travel was founded in January 2021 with nine advisors. We’ve since grown to nearly 70 advisors. We opened for business as the world was beginning to open to travelers again. Travel regulations were constantly changing. I found a niche mentoring new independent contractors on how to become quality advisors while I was also learning to navigate all of the crazy changes to our industry. I worked hard to coach and mentor them on how to build a solid foundation as advisors while building strong relationships with wholesalers and suppliers as a new owner.
Since then, we’ve continued to grow and serve our clients who have trusted us since the beginning. And we are experiencing amazing growth as a team and agency, in addition to revenue growth.
How did you build your business over the years?
I grew my business by focusing on the quality of growth rather than the speed of growth. Anyone can speed their way through training, spend thousands on advertisements and rapidly expand their brand reach. While this method attracts people at a rapid rate, it does not necessarily mean that it is attracting the right people. Sojourney Travel was built on a ‘slow but steady wins the race’ mentality.
Business boomed shortly after our launch in January 2021, but this was largely in part due to the support we received from family, friends and travelers who were looking to explore the world yet again after it had been shut down for so long. We focused on curating a client base that aligned with our values immediately after our opening, which in turn led to many repeat clients.
We also focused on growth with our internal contractor engagement practices. I recognize that everyone has different challenges, different schedules and different mindsets that they must work through to achieve their true potential. This means that no two individuals are walking on the same path and no two businesses will grow in the same way.
Sojourney Travel truly is a boutique agency. We’ve selected our advisors based on their passion for travel and their willingness to serve others. Overall, I’ve built my business with the goal of attracting like-minded individuals – both in terms of advisors and clients.
What characteristics make you a successful advisor?
I believe that it is my responsibility as a human being to help serve other human beings with love and compassion. I operate my business on a growth mindset, striving for continuous improvement and learning. By approaching every interaction with empathy and understanding, I aim to create a positive impact on the lives of those I serve. I believe that by uplifting and supporting others, we can collectively contribute to each other’s success.
What have been your greatest challenges been?
I started my business in 2021 just as people were beginning to travel again. Demand for travel was high, but the ever-changing regulations proved to be tricky. We were constantly training and retraining to make sure that we were up to date on anything that could impact our clients. While challenging, this did position us as being a great resource to travelers very early on in our business journey and has since led to many repeat clients.
Another challenge was navigating life as a new wife and a new business owner. My husband and I married right before Georgia’s shelter-in-place order, and I was also homeschooling five children. Starting the business was an overwhelming task that I could have never done without the unconditional support of my family.
What have your greatest accomplishments been?
One of my greatest accomplishments has been serving as a mentor to so many other people who are entering the travel industry. I’m also very proud of the accomplishments the business has received overall. Sojourney Travel has received monumental growth year after year. Each year that we have been in business we have doubled our sales. We were also selected as a 2023 Best of Georgia travel agency.
Another great accomplishment has been the personal recognition that I have received due to my growth in this business. This year alone, I’ve been appointed to the GTM [Global Travel Marketplace] advisory board, invited to the Female Leaders in Travel Conclave – and we have been accepted into Signature Travel Network.
What tips can you provide advisors new to the industry?
For one, comparison is the theft of joy. Learn from your peers, celebrate them but try to avoid comparing yourself to them. Everyone learns and grows at different speeds. Some people start as advisors while working full-time jobs and others start with full-time jobs. There are so many different variables that can impact the speed at which a business grows, but as long as you are focused on your personal growth and the needs of your clients you will succeed in this business.
Secondly, learn to pivot and adjust quickly. Trips get cancelled last-minute, weather delays happen, sales may not be as good one month as they are the next. No matter what the situation is, it’s important to keep your composure and push through.
Lastly, align yourself with a strong agency full of love and support. Having a strong agency to affiliate with can be the life or death of your business.
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