TravelTube.com Podcast
Interview with Carol Andrews, Virtuoso Travel Agent, https://andrewstravel.net
Mark Murphy:
Hi, it's Mark Murphy, and welcome to another week at TravelTube.com, the travel expert channel. As I've mentioned before, many of you have followed us on the podcast app — thank you so much. That helps our ratings and makes us more visible, which in turn makes travel agents more visible. At the same time, some of you haven't opted into the newsletter yet. Please go to TravelTube.com and do that. It's designed to support you, the travel professional, showcase your abilities, and raise your game. I can't do it without you — my focus is you. So take a moment, go to TravelTube.com, enter your email, and you'll be in the loop on what your peers are doing, what I'm talking about each week, and of course, who I'm interviewing. This week I'm speaking with Carol Andrews. She is a Virtuoso agent who came into the business during the financial crisis, which is pretty interesting. She's been doing some great work, and we've been in touch since around the COVID chaos of 2020. Let me welcome Carol to the stage.
Carol Andrews:
Hey, Mark. Hello! Thanks for having me.
Mark Murphy:
Happy to have you. So you got into the business around 2011 or 2012 — what was your initial focus, and what did you do beforehand?
Carol Andrews:
I was a stay-at-home mom for a long time. I have four children, and as they started going off to college, I got divorced and wanted to travel — but I didn't really want to go alone. I thought, if I put a trip out there, there have to be other people who want to travel but don't want to deal with all the logistics, and maybe they don't want to go alone either. So I started out primarily doing small groups. I'd put together a trip to Ireland, Africa, Spain, or wherever, and say: here's the price, here's where we're going — who wants to come? I'd usually have between 10 and 20 people. I still do that, but as I got deeper into the industry, I realized I can't be traveling all the time, and there's no reason I can't help people who just want traditional travel planning. So now most of my time is spent planning individual trips for clients in the traditional travel agent sense. I also became part of Virtuoso, which has been amazing — great connections all over the world, and the ability to offer amenities, perks, and upgrades to my clients, which I love. But I still do my group trips about four or five times a year, which is super fun because I get to go with them. I have lots of repeat travelers over the years — it's always a different mix, but people show up and say, "Hey, I haven't seen you since Peru three years ago!" And now here we are in New Zealand. It's been really fun.
Mark Murphy:
That's great. I think you mentioned you just had a recent trip to New Zealand?
Carol Andrews:
Yes, that was my second time. Sometimes I scout a destination first, sometimes not. I went the year before and loved it so much that I went back this January and brought a group with me — thirteen of us.
Mark Murphy:
Wow, that's great. And what I love about the small group model — are most of those people strangers to each other? They're not coming as an existing group; you're setting it up and marketing it, correct?
Carol Andrews:
Yes, most of the time. Every now and then I'll have couples who've traveled with me before, who are friends with each other, and they'll say, "Hey, if you're doing the Galápagos, we want to go and we're going to invite our friends." But most of the time, people either find me through marketing or referrals, and they show up not knowing anyone.
Mark Murphy:
Got it. And did you consciously choose small groups because of the revenue opportunity? There's more work involved, but also significantly more commission compared to booking a couple.
Carol Andrews:
Yes, that's true. But honestly, I initially started because I wanted to travel and didn't want to go alone. I thought, I'll plan it exactly the way I want, do everything I want to do, and bring people along for the ride. Yes, it is more work on the front end — and sometimes issues come up during the trip — but if I've done my job well, I'm having just as much fun as everyone else. Most of the work is upfront.
Mark Murphy:
Now, how many of those group travelers come back and book an independent vacation with you — not another group trip?
Carol Andrews:
A lot of them do. They'll say, "We're thinking about going to Europe this summer" or "Can you help us book a river cruise?" They learn on the group trip about the other things I do, and often that leads to them using me whenever they want to travel independently, whether that's a family trip or something else.
Mark Murphy:
Right. It's interesting — like with destination weddings, a lot of agents don't have a good follow-up strategy for all the individual clients they booked. What would you suggest to agents developing group business and how to turn that into lifetime customers?
Carol Andrews:
It is tricky, and I made a mistake at the very beginning. My agency name was Andrews Group Travel, and since I started out doing primarily groups, even many of my friends still think that's all I do. They see my Facebook posts from New Zealand or Africa and say, "Oh, I didn't know you could book a Viking River Cruise!" So that's a constant challenge even now — letting people know I can do more. I try to follow up after trips with an email: "Hope you had a great time," all the normal things, and then a reminder that I can book individual family travel too. I encourage people to join my newsletter — I don't want to flood anyone's inbox, but I do have an email list where I'll share upcoming trips, Virtuoso amenities, or destination spotlights of places I've just visited or learned about. That's how I gently remind people that I do more than groups.
Mark Murphy:
What kind of conversion rate do you get? Of 10 people on a group trip, how many book with you separately in the next 24 months — not including another group?
Carol Andrews:
I'd say about half.
Mark Murphy:
That's great. And that makes complete sense — by traveling with them for two weeks, you're no longer just a transaction tool. You've put in the work, they like you, and now you're a friend. You've essentially built a referral engine. The more groups you do, the more referrals you get. It's common sense — but as we learned with COVID, common sense isn't always that common. Shifting gears — what group trips have really stood out for you? You mentioned New Zealand. What made it so memorable?
Carol Andrews:
It is just so beautiful. The landscape is incredible — mountains, lakes, the sea. Stunning visually. The people are incredibly friendly. Any active thing you can think of, they have it, so it's great for outdoorsy people. The food was amazing. On my last group trip, we had someone who bungee jumped off the famous bridge and also jumped off a tower in Auckland.
Mark Murphy:
No thanks! I've done a lot of stupid things in my life and have the injuries to prove it. I'm done with all that.
Carol Andrews:
I'm fairly adventurous, but I'm not jumping off anything like that either. But it's very adventure-focused. And the wine is amazing. It's a spectacular place for a couple or a family — so many fun things to do.
Mark Murphy:
That's great. What's coming up for you? I know you mentioned another Africa trip — Africa is clearly near and dear to your heart. How many times have you been?
Carol Andrews:
This will be my 11th trip — not counting Morocco and Egypt, which are obviously also Africa, but I mean safari Africa. This will be my 11th time taking a group. I genuinely don't feel right unless I have an Africa trip on the books. I've been to so many amazing destinations, but Africa holds a very special place for me. People don't understand what it's like to sit in a jeep and see a zebra in the wild — they look unreal. Giraffes, lions, waking up to watch a hunt. We've seen some extraordinary things.
Mark Murphy:
I've been several times as well and absolutely loved it. My wife was terrified when an elephant reached its entire trunk into the jeep to smell everyone. And we had a European traveler in the group who kept wanting to stand up and take pictures — which, as you know, is a big no-no.
Carol Andrews:
It really does feel like it can't be real life. A giraffe in a zoo already looks like something out of Dr. Seuss. In the wild, it's something else entirely.
Mark Murphy:
Completely. One thing that genuinely terrified both of us was the Okavango Delta in Botswana — we were in dugout canoes, the guide had a stick, and there was a gun that shot blanks because you're in a national park. We're gliding through reeds in the water, and the number one killer in there is hippos you can't even see because they're submerged. That was nerve-wracking.
Carol Andrews:
It really is. I did a walking safari too, and after that I decided I'd be sticking to the jeep going forward.
Mark Murphy:
Is there a favorite spot you've returned to with clients, or do you tend to move around?
Carol Andrews:
I move around quite a bit. South Africa is always amazing. I'm heading back to Botswana in June — the Delta, Zimbabwe, and Zambia. I've never done a safari in Zimbabwe before; I've been to Victoria Falls but I'm excited for Hwange National Park, which is supposed to have a fantastic wild dog population, and hopefully some rhino. And of course, for the migration, you can't beat Kenya and Tanzania. I've also been lucky enough to do the gorilla trek twice — once in Rwanda and once in Uganda.
Mark Murphy:
Incredible. Now, you've also taken groups to Machu Picchu — what's the reaction when people arrive there for the first time?
Carol Andrews:
I've been twice and taken two groups. Interestingly, you can really see the changes they've made to protect the site. Years ago, we had a fun photo of our whole group jumping at Machu Picchu. You can't do that anymore. I went to set it up and they said, absolutely not. But it is stunning — people arrive with expectations built from photos, and then when they actually get there, it's so much more.
Mark Murphy:
It's like Petra in Jordan. You see pictures and think it'll be cool, but when you're actually there you could spend a whole day — it's so much bigger and more extraordinary than anything online conveys. Do people feel a spiritual connection in these places?
Carol Andrews:
Absolutely. I know I do when I'm in Africa. I feel genuinely close to God there. You look at how all those animals and that whole ecosystem works together, and you think: this was designed. There's a creator here. But I think different places speak to different people — for some it's the beach, for others the mountains. That spiritual connection is very real.
Mark Murphy:
No doubt. Now, for someone new to the industry — do you work with other agents, or is it your own practice?
Carol Andrews:
It's my own practice. I have a host agency in California, but I'm independent. I do have one IC who works with me — she's fairly new and wants to start doing her own groups with her own contacts and friends, which is exciting. But otherwise, it's just me.
Mark Murphy:
So for that young IC coming in — what are the tips for building a real business and not churning out? That's one of the big issues. People come in thinking they'll get to travel and collect perks, and a lot of so-called host agencies sell a dream that isn't reality. Like any business, you have to work it and build it. What's the roadmap?
Carol Andrews:
The one thing I didn't do — and looking back I wish I had — is align yourself with an experienced agent you respect, whether they specialize in groups or FIT travel. Work with them at the beginning, even if it means taking a split. It's worth it for the knowledge. There is so much to learn, and I learn from other agents every single day, whether I'm on a FAM trip or just talking to colleagues. When you start out alone in your home office, you don't even know where to begin. Working alongside a successful agent will teach you the lingo, the booking process, and which suppliers are reliable. Maybe you eventually go out on your own, or maybe it becomes a lasting partnership. For groups specifically — your first group might be six or eight people, and that's okay. The goal is that those six people have a great time and tell their friends. You also don't have to start with Africa or an expensive, complex itinerary. I still do weekend trips to Chicago and Broadway weekends in New York. You could do a domestic hiking trip in Montana. Start somewhere manageable, get your feet wet, and build from there.
Mark Murphy:
That's smart. Build your knowledge block by block. And in terms of finding clients — that's the biggest challenge for new agents. People either don't know you're still in business, or they can't find you. You're not showing up in search results against the OTAs. What do you tell them to do?
Carol Andrews:
Facebook is always a good place to post upcoming trips. I'd also encourage people to look at a site called Meetup — every city has it, it's free, and you can create your own travel group. People search for interests and a travel group will come up. You can post trips there. Hosting small, free, local events is huge too. I used to host happy hours at a local restaurant and talk about upcoming trips. People come and they might not intend to travel — they're just being social — but you never know. Two years later, they might reach out, or pass your name to a friend. The key is getting out there even if you don't see results right away. And the events build trust. Nobody is going to send a $2,000 deposit to someone they've never met. But if they can come to a free happy hour and see that you're a real, credible person, that changes things. Start small and free — no risk for them — and they become more comfortable when it comes time for a real financial commitment. I have a friend who joined my Meetup group not knowing me at all, came to a meeting about a trip to Spain, signed up — and she's now about to take her 40th trip with me over the past ten years. We room together, we're friends outside of travel. You just never know.
Mark Murphy:
That's an incredible story. Does Nashville give you any natural hooks into the music world for travel planning?
Carol Andrews:
It's really just where I live. I'm always happy to help people book trips to Nashville, but it's a bit like people who live in New York and have never been to the Empire State Building. That said, I do have clients from all over — they get invited by a friend on one trip, get hooked, and ask where we're going next. Then they invite their own friends. That's how my client base from outside Nashville grew — it just spreads organically.
Mark Murphy:
How many years did it take from the day you hung your shingle until you felt like you were earning a solid living and could scale from there?
Carol Andrews:
Honestly, about three years. And I think that's why it's so hard for many people, especially if it's their sole source of income. When you book a trip for someone for next March, you might not see a commission until May. There's a big lag between when you start and when money actually comes in. That slow build is real and it's tough. But if you stick with it, it really can become your primary income. And I'd caution people who come in expecting to fly business class for free everywhere — that's really not how it works. Yes, there are travel perks, FAM trips, agent rates — those are real benefits. But you have to have actual sales to keep those opportunities coming. You have to earn them.
Mark Murphy:
Exactly. So tell me what's coming up. What are a couple of your next group trips?
Carol Andrews:
I have a trip in August to Acadia National Park that still has a few spots — hiking, kayaking, a lobster boat excursion. A nice, manageable domestic trip. And looking ahead to 2027 — my 2026 trips are essentially sold out — I have Egypt, Indonesia, Namibia (somewhere in Africa I haven't been that's been on my list for a long time), Morocco, and probably a river cruise. So a full lineup for 2027.
Mark Murphy:
That sounds amazing. Indonesia — tell me about that.
Carol Andrews:
I haven't been either, so it'll be a first for me too! We'll spend time in Bali — rice fields, beaches, local culture — then go to Komodo Island to see the Komodo dragons, and hopefully get to Borneo to see the orangutans. I might also add an extension to Singapore for those with the time and inclination. I love wildlife, so any time I can work in unique wildlife encounters, I'm going to.
Mark Murphy:
That sounds fantastic. Well, Carol, thank you so much for your time today. It's been a wonderful conversation. Fourteen or fifteen years in the business now, aligned with Virtuoso, and clearly thriving. Your website is AndrewsTravel.net — how can people follow you on social media?
Carol Andrews:
Yes — you can sign up for my email list right on my website, there's a sign-up form there. On Instagram I'm @AndrewsTravel. And on Facebook, I'm Carol Coles Andrews — Coles, C-O-L-E-S, is my maiden name.
Mark Murphy:
Perfect. Hopefully some folks will find you there. Thank you so much, Carol — this was a great conversation. I'll let you know when it goes live.
Carol Andrews:
Awesome, thank you so much. Take care!
