Q&A with Sally Mikhail of GMTours
Tell us a little about yourself and how long you’ve been a travel advisor?
I started working in the travel industry at the beginning of 2000 – so 25 years ago in the same company as a senior agent and then changed to a higher position. The chance came up to be part of the ownership and I was lucky to jump on it. I loved history, art and for sure culinary issues, food and wine and getting to enjoy all of this in my travels. I’m very lucky to have visited over 55 countries, all our destinations with our company. I have a wealth of knowledge and I am hands-on. The most fascinating thing to me when I travel is meeting people, people are a big part of the journey. It’ll add to all the adventure. My passion for travel and helping others, combined with my attention to detail and adaptability have contributed to my long tenure in the industry.
Why did you decide to become a travel advisor?
I have a passion for exploring new places and helping others do the same. I love the thrill of discovering hidden gems, planning the perfect itinerary and sharing my travel experiences with others. Being a travel advisor allows me to combine my love for travel with my love for art, history and culture all in one.
What do you specialize in?
We have about 20 countries in our program and we specialize in designing complex itineraries to these 20 countries but our top destinations are the Middle East, North Africa, Mediterranean, Europe and India.
What have been some of your greatest career achievements to date?
Our company has won a few awards from different tourist boards, for example the Egyptian Tourist Board, the Greek Tourist Board and Israel Tourist Board. For myself I got to meet great people and know them through our trips. Some I guided myself, off the top of my head, the late (Mississauga mayor) Hazel McCallion was energetic and had a great sense of humor.
What do you wish everybody knew about travel advisors?
Travel advisors are superheroes in the realm of travel planning. They do more than just book trips — they provide inside knowledge, personalized experiences, and peace of mind.
Here are a few things I think everyone should know about travel advisors:
- Knowledge and experience: they have a wealth of knowledge about destination travel logistics, and industry trends.
- Personalized service: Travel advisors tailor trips to a client’s preferences to make it unique and unforgettable. They take the time to understand their client’s needs and preferences to design a once-in-a-lifetime journey.
- Support during travel: If something goes wrong during any trip, a travel advisor can help resolve issues, whether it’s a missed flight, a change in plans, or an emergency. The best example is at the time of Covid, when clients needed support to come home to join their loved ones, the travel agent was the one with airline and supplier contacts to make it happen.
- This will take us to the most value for a travel agent: Stress Reduction. Knowing that a professional is handling your travel arrangements can significantly reduce travel stress.
What’s your favourite part of the job?
As a travel advisor, my favourite part of the job is likely hearing the excitement and gratitude from my agents and their clients when they return from their trips. It’s rewarding to know that we helped create lasting memories and enjoyable experiences. Seeing the joy and satisfaction in their feedback and stories makes all the effort worthwhile. Getting thank you cards or dropping flowers as a thank you to our office, nothing can top this. Another reason is the endless opportunity to learn about new destinations and cultures, which probably keeps the job interesting and inspiring for me.
What destinations and types of trips are you booking right now?
Egypt, the UAE, and Oman are seeing the most bookings now with Greece and Turkey as a combination too.
What do you do to grow your clientele?
Number one for our company is referrals: satisfied agents with their clients is important for our company. We offer incentives for referrals, such as discounts or special services. Networking – attend travel industry events, local business mixers, and community gatherings to meet potential clients. Building personal connections can lead to new business opportunities. We have our newsletter and offerings to send to our agents, such as email marketing, building an email list and sending regular newsletters with travel deals, tips, and updates. Personalized emails can help maintain relationships with our agents. Client follow-up: After a trip, follow up with the agents for a follow-up with their clients to gather feedback and show appreciation. Personal touchpoints can lead to repeat business and referrals. Consider specializing in niche markets, such as luxury travel, adventure travel. Being known as an expert in a particular area can attract specific clientele. Online reviews encourage clients to leave positive reviews on platforms like Google. Positive reviews can build trust and attract new clients. Utilize platforms like Instagram, Facebook, and LinkedIn to showcase your expertise, share travel tips, and highlight unique experiences you’ve arranged. Engaging content can attract new clients. I wish I could do more with social media but it’s not our number one method to attract our business.
What’s your best piece of advice for new agents?
Education, education and education. Learn as much as you can about your destinations, get all the knowledge about what you sell from your suppliers, webinars and fam trips to know more about the destination you are selling. Knowledge is a great investment in your business.
Learn all new tools with AI. AI for travel agents has a lot of benefits to improve your business, to help you get better and stand apart from others. Knowledge will make you more noticeable with your client.
If you can, be experienced in a few destinations or be niche in what you sell: MICE, religious or adventure, cruises, whatever you feel you love to do. You’ll benefit more than if you sell the whole world and everything. Networking with different organizations, schools, clubs, charities will build and increase your number of clients
