Debra Hines Brown (Source: Debra Hines Brown)
Travel Advisor Success Stories focus on veteran advisors and how they achieved success. Here’s a look at Debra Hines Brown, CEO of SmartBird World Travel.
How did you get your start as a travel advisor?
After a 25-plus year executive-level career in commercial risk management and insurance – specializing in aviation, international and casualty/liability – I decided to pursue my passion for travel.
I researched how to enter the industry thoughtfully and chose to invest in a franchise. While it was the most expensive option, it provided me with professional training, access to suppliers and a foundation for business ownership. Six years later, I launched SmartBird World Travel as an independent agency, becoming a member of Travel Leaders/Internova and selected for its Luxury Leaders Alliance.
How did you build your business over the years?
I started like most new advisors – selling to everything to everyone – but soon realized that wasn’t sustainable. I shifted to a proactive sales model, building speculative affinity groups in the luxury space. This led to the creation of branded travel styles like Bougie Girls Getaways for luxury girls’ trips, Silver Serenades for independent senior travelers, seasonal escapes and fan-based travel experiences.
My agency expanded when I transitioned from home-based to a storefront in 2020. Today, my focus is multi-destination, authentic and culturally immersive travel – delivering exclusivity, gastronomy, history, wellness, luxe adventure, safaris and rail/river/small ship experiences. I also added luxury incentives and executive retreats in the MICE market, designing programs that balance cultural depth with elevated experiences.
I travel extensively to experience destinations firsthand and to attend international trade shows and summits. Building relationships with global destination management companies, hoteliers and tourism boards allows me to provide my clients with the kind of insider access and ‘ungoogleable’ experiences that set my agency apart.
What characteristics make you a successful advisor?
I run SmartBird World Travel as a business first and foremost – our product just happens to be travel. I pay close attention to ROI, planning, branding, supplier and client relationships, and the scope of product offerings.
Personally, I bring storytelling into my work. My deep knowledge of geography and global history allows me to craft narratives around destinations that spark excitement and trust with clients. Over my 60-plus years, I have visited over 84 countries. My ability to combine strategy and knowledge with passion keeps me grounded as a business leader while inspiring me as a travel designer.
What have been your greatest challenges?
Timing. I built out a commercial-grade storefront in a premier mixed-use development, receiving my certificate of occupancy in January 2020 and holding my grand opening on February 6, 2020. By March 16, 2020, the world had shut down.
I had just increased my overhead tenfold while losing all revenue for 2019/2020 bookings and future sales.
The recovery was slow in 2021, steady in 2022, and exponential over the last two-and-a-half years.
Ironically, the storefront – which at first felt like my biggest risk – became my saving grace. It established visibility and credibility, attracting first-time clients and those needing expert help with bucket-list and complicated itineraries.
What have been your greatest accomplishments?
Mentoring new advisors entering the industry, speaking at CruiseWorld, serving on the GTM board of advisors, the Antigua and Barbuda Tourism Advisory Board, the Northstar Travel Group’s Black Travel Advisory Board and the BTA Advisory Board; and being selected to attend global industry events such as ILTM Cannes, PURE, TFest, ITB Asia, ITB China, Connections Luxury London/Seoul/Qatar, Meetings Africa, WTM Africa, IMEX, IBTM and more
Each of these opportunities has broadened my global network and positioned me as a thought leader, enabling me to deliver greater value to clients and peers alike.
What tips can you provide advisors new to the industry?
Treat this as a profession. Commit time to learning destinations, products and the craft of travel design.
Sell your passion. Your expertise grows from what excites you.
Build relationships. Strong partnerships with select suppliers, tour operators, and hoteliers will define your success.
Charge planning and research fees. If clients refuse, it’s because you haven’t communicated your value clearly enough.
Collaborate, don’t compete. Advisors are not each other’s competition – we are collectively competing against the mindset that advisors are unnecessary. A rising tide lifts all boats.
Respect professional courtesy. Never undercut another advisor by offering to price match or re-quote. It diminishes our profession.
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