This interview is with Tammy Levent, Founder & CEO at Elite Travel Management Group, Inc..

Tammy Levent, Founder & CEO, Elite Travel Management Group, Inc.

Tammy, welcome to BusinessLeader.io! Could you start by telling our readers a bit about yourself and your journey to becoming a leader in the travel industry?

I’ve been an entrepreneur since the age of 17, starting with an export business in New York, which I built and eventually sold. Later, I ventured into the jewelry industry, opening a store with my husband. But everything changed one day when an armed robbery took everything we had. That experience forced me to re-evaluate my path, and I realized I needed to pursue something that truly resonated with me. Reflecting on my passions, I was drawn to travel. Starting Elite Travel Management Group Inc. was challenging, especially with a financial setback of -$180,000. I leaned on strategic partnerships and dedicated myself to building the business with resilience and a focus on creating unforgettable experiences. Over time, the company has generated over $198 million in revenue, allowing me to share my love for exploration with clients worldwide. That pivotal moment turned into a new beginning that not only shaped my career but also allowed me to make a lasting impact. My journey has been defined by perseverance and a commitment to following my passion, and I’m proud of how far I’ve come.

Your career path, from pioneering destination weddings to pivoting your business during the pandemic, is truly inspiring. What key decisions or moments would you say have been pivotal in shaping your success?

Throughout my career, I have always focused on identifying needs in the market and fulfilling them. One of the most pivotal decisions I made was expanding the concept of destination weddings. At the time, Sandals was pioneering the idea of “wedding-moons,” but there was still a significant gap—no one was truly specializing in promoting this concept. I recognized the potential for destination weddings to evolve beyond what Sandals offered, so I dove in. I pursued strategic partnerships, such as the collaboration with AOL’s Aisle-Dash, which provided me with a chat platform, and I became featured on Brides.com.

By positioning myself as an expert in destination weddings, I grew my business from $500,000 to almost $7 million in just one year. This approach has shaped my business philosophy: I don’t wait for trends to emerge; I anticipate them. I was already focusing on luxury travel and European destinations before they became mainstream trends, and I’m now well-prepared to meet the demand. My method is simple: solve a problem, create a solution, and fulfill the need. This mindset isn’t limited to the travel industry. I’ve applied it to product development as well, always asking myself where I can fill a void that would benefit others.

Additionally, I recognized the need for a training program for travel agents that broke away from traditional schooling. I developed a nontraditional program that takes training to an entirely new level, resulting in an award-winning curriculum. This initiative reflects my commitment to empowering travel agents with the skills and knowledge they need to succeed in a competitive industry. Ultimately, my success has been driven by a constant willingness to evolve, identify trends, and create what people want before they even know they need it.

You mentioned anticipating a split in the travel market post-pandemic, with some seeking luxury experiences. What advice would you give to entrepreneurs in any industry on effectively identifying and capitalizing on emerging trends?

Anticipating shifts in the market, especially post-pandemic, is crucial for entrepreneurs across industries. The pandemic has changed consumer behaviors, leading to a divide in the travel market where some seek luxury experiences while others prioritize value. Here are key strategies to effectively identify and capitalize on emerging trends:

1. Stay Informed: Regularly consume industry news and engage with thought leaders to understand changing consumer behaviors. Being adaptable to new information will help you pivot your strategies effectively.

2. Listen to Customers: Conduct surveys and focus groups to grasp your customers’ evolving needs. Social media insights can also guide you in tailoring your offerings, whether luxury or budget-friendly.

3. Utilize Data Analytics: Track consumer behavior through data analytics to identify trends. Analyzing purchasing patterns and social media engagement will help inform your product development and marketing strategies.

4. Embrace Innovation: Be open to innovative technologies and services that enhance customer experiences. For instance, in travel, consider virtual reality for immersive experiences or personalized travel-planning services.

5. Focus on Niche Markets: Identify and cater to niche markets that align with your expertise, such as eco-friendly travel or wellness retreats. Establishing yourself in a niche can attract a loyal customer base.

6. Create Strategic Partnerships: Collaborate with businesses that share your values to expand your reach and enhance offerings. Strategic partnerships can provide valuable resources and credibility.

7. Be Proactive: Don’t wait for trends to emerge; actively seek opportunities for innovation and differentiation. A forward-thinking mindset encourages exploration and experimentation.

Success lies in anticipating market changes and responding proactively. By cultivating a mindset that embraces change, you can position your business for sustainable growth, regardless of the industry. The most successful entrepreneurs identify emerging trends and adapt to them effectively.

Your approach to luxury travel seems deeply rooted in understanding the evolving needs and desires of travelers. Can you share a specific example of how you've tailored an experience to meet those needs?

My approach to luxury travel is fundamentally rooted in understanding the evolving needs and desires of travelers. Luxury travelers often seek comfort not just in ornate accommodations or high-price tags, but in the overall experience. They desire flawless journeys without hiccups, unique excursions that set their trips apart, and round-the-clock support to address any issues that may arise. Their preference for privacy extends to everything from private transfers to personal concierges, and they are willing to invest in these services because they recognize the value of unforgettable memories that will last a lifetime.

A recent example illustrates this well. I had a client traveling from Lisbon to Porto and down to the Algarve region in Portugal. Their itinerary included a private boat trip in the Douro Valley and a tailored wine-tasting experience. I arranged for private transfers that took them to several towns between Porto and the Algarve, with a knowledgeable guide to explain the sights along the way, including lunch at a local restaurant.

In Faro, they explored the stunning Benagil Caves on a private boat at sunrise, allowing them to capture breathtaking photographs before the crowds arrived. The experience also included cooking classes and arts and crafts, providing opportunities to engage with local culture and spend time with residents.

This level of personalization and attention to detail is what luxury travelers seek. By understanding their desires for unique experiences and comprehensive support, I can ensure they enjoy their travels to the fullest while creating lasting memories. This not only leads to referrals and repeat business but also fosters lifelong client relationships.

You've built a successful business while also making a significant community impact through It’s My Bag. How do you balance your entrepreneurial pursuits with your commitment to philanthropy?

Balancing my entrepreneurial pursuits with my commitment to philanthropy is a core principle of my business philosophy. I believe that these two aspects go hand-in-hand and can significantly enhance each other. My charity, It's My Bag, is deeply connected to my travel business; I didn't start a charity unrelated to my work in travel. It's My Bag is featured prominently on my website, and I encourage every client I encounter to consider donating any unwanted suitcases to our cause. By integrating this initiative into my business model, I create a seamless connection between my entrepreneurial efforts and my philanthropic goals.

Additionally, I actively engage with our partners in the travel and hospitality sectors—airlines, airports, hotels, and other vendors—to ask if they would be willing to save unclaimed or abandoned suitcases for us. This collaborative approach not only benefits our charity but also fosters a sense of community involvement. For me, it's a win-win situation. We're not asking for money; we're simply seeking support for a meaningful cause. The community is generally willing to help when they understand the impact of their contributions. When someone considers discarding a worn suitcase, I urge them to think about the child who may be taken from their home with their belongings packed in a garbage bag. No child should face that kind of indignity, and this understanding is why this cause is so close to my heart. By connecting my entrepreneurial endeavors with philanthropy, I'm able to create a positive impact while also building a business that resonates with my values. This balance not only enriches my life but also strengthens the community and fosters a culture of giving.

Many entrepreneurs struggle to integrate philanthropy into their business models. What advice would you offer to those looking to make a positive social impact alongside their business goals?

Integrating philanthropy into a business model can create a positive social impact alongside achieving business goals. Here are some strategies for entrepreneurs looking to weave social responsibility into their pursuits:

1. Align Values with Purpose: Identify your core values and find a social cause that resonates with you or is relevant to your industry. This alignment will make your efforts more authentic and impactful.

2. Start Small and Scale Up: Begin with manageable actions, such as donating a portion of profits or organizing volunteer days. As your business grows, expand your philanthropic efforts based on what resonates with your team and customers.

3. Engage Employees and Customers: Involve your team and customers in philanthropic initiatives to foster community and shared purpose. Encourage employee participation in volunteer activities and solicit feedback on causes they care about.

4. Leverage Partnerships: Collaborate with established non-profit organizations that align with your mission. These partnerships can amplify your efforts and create a larger impact.

5. Communicate Your Efforts: Be transparent about your philanthropic initiatives. Share your goals and the impact of your contributions through social media and newsletters to inspire others to join.

6. Measure Impact: Establish metrics to track the effectiveness of your philanthropic efforts. Understanding what works helps refine your approach and demonstrates the benefits to stakeholders.

7. Be Genuine and Consistent: Ensure your philanthropic efforts reflect a genuine commitment to making a difference. Authenticity builds trust with your customers and community.

8. Create a Culture of Giving: Foster a company culture that prioritizes social responsibility. Encourage employees to suggest causes and create opportunities for involvement.

By thoughtfully integrating philanthropy into your business model, you can create a lasting, positive impact while achieving your business objectives.

Your story demonstrates the power of strategic partnerships, like the one with MONOS Suitcases. What tips do you have for building mutually beneficial partnerships that create lasting value?

Building strategic partnerships that create lasting value begins with a clear understanding of both parties' needs. Here's my formula for developing effective partnerships:

1. Identify Your Needs: Start by assessing what you hope to achieve through a strategic partnership. For example, in my work with It's My Bag, I identified the need to fulfill the requirements of children in foster care facilities. Understanding your goals is crucial for determining the right partner.

2. Understand Your Partner's Needs: Next, consider what the potential partner requires. In my case with MONOS Suitcases, they faced a challenge during COVID when returned suitcases could not be resold due to regulations. Their need was to responsibly manage surplus inventory without waste.

3. Find Mutual Benefits: Look for a solution that addresses both your needs. With MONOS, we established a partnership where they could donate suitcases to support children in foster care, benefiting both parties. This alignment of interests creates a strong foundation for collaboration.

4. Communicate Clearly: Open communication is vital for a successful partnership. Discuss expectations, goals, and potential challenges upfront to ensure both parties are on the same page.

5. Build Trust and Reliability: Trust is essential for any partnership. Deliver on your promises and maintain reliability to strengthen the relationship over time. This trust can lead to future collaborations and greater impact.

6. Evaluate and Adapt: Regularly assess the partnership to ensure it continues to meet both parties' needs. Be open to adapting the arrangement as circumstances change, ensuring ongoing value for both sides.

By following these steps, you can create strategic partnerships that not only fulfill immediate needs but also foster long-term collaboration and impact. Effective partnerships are about creating win-win situations that benefit all involved.

Innovation is key in the travel industry. What are some innovative approaches you've implemented to enhance customer engagement and retention?

Innovation is crucial in the travel industry, and I’ve implemented several strategies to enhance customer engagement and retention. One of the most significant innovations is our commitment to providing 24/7 support, ensuring that clients can reach a real person anytime they need assistance. This personal touch sets us apart from competitors who may rely on automated systems. We also offer a price-match guarantee, reinforcing our commitment to value and customer satisfaction. Additionally, we create personalized group experiences after personally experiencing the destinations ourselves. By escorting clients on trips to places like Egypt, Dubai, Israel, Greece, Ireland, Italy, Sardinia, Spain, Iceland, Thailand, and Bali, we provide a unique, immersive experience. This not only allows clients to share in the adventure but also fosters deeper relationships and trust. Another innovative approach is our focus on collaborating with local suppliers in the destination countries. By partnering with those who have firsthand knowledge and expertise, we ensure our clients receive the best possible experiences. This is especially important for luxury clients seeking unforgettable, once-in-a-lifetime journeys. Through these innovative strategies, we not only engage our clients more effectively but also enhance their overall travel experiences, fostering loyalty and encouraging repeat business.

Looking ahead, what trends do you see shaping the future of the travel industry, and how are you preparing your business to adapt and thrive?

Looking ahead, I see several key trends shaping the future of the travel industry. One significant shift is the increasing value of travel agents, as clients face time constraints. With less time available, travelers will seek out experienced agents who have firsthand knowledge of destinations, enabling them to provide immersive travel experiences. I believe there will be a growing interest in exploring cultures beyond the familiar, with travelers seeking unique experiences in remote destinations.

Many people are becoming more health-conscious and curious about longevity, which is why I recently launched a new division focused on Blue Zone experiences. This initiative caters to health-and-wellness travelers interested in understanding the lifestyles and cultures of regions known for their longevity. Blue Zone experiences will include corporate retreats and individual travel opportunities to destinations like Sardinia, Okinawa, Japan, Costa Rica, and Icaria, Greece. I’ve even partnered with an influencer to help build this side of the business, emphasizing wellness, cultural diversity, and immersive experiences.

In summary, my focus is on adapting to these trends by offering specialized services that prioritize health, wellness, and unique cultural immersion. By positioning myself and my business to meet these evolving demands, I am confident that we can thrive in the changing landscape of the travel industry.

Thanks for sharing your knowledge and expertise. Is there anything else you'd like to add?

Thank you for the opportunity to share my insights. As we navigate the evolving landscape of entrepreneurship, it's essential for business leaders to remain genuine in their practices and sales tactics. Today's consumers are wiser and more discerning; they seek authenticity before making purchasing decisions. Regardless of the industry, establishing trust and transparency is vital. By fostering long-term partnerships with clients, entrepreneurs can create a foundation for sustained success. When clients feel valued and understood, they are more likely to return and refer others, ultimately contributing to the growth and resilience of the business. In a world where integrity matters more than ever, genuine relationships will be the cornerstone of thriving enterprises.