Setting Goals for Your Business in 2020

Written by: Sydney M Crago on December 30, 2019

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As the end of the year approaches, there’s so many things to do that it can all be overwhelming. For many travel agents, the end of the year is not only filled with holiday celebrations, but also with preparations for the busy season just around the corner.

Though life can be a bit hectic this time of year, it’s important to take a few moments to think about what you and your business have accomplished in the past year. As you reflect, you should take stock of areas you can improve and work on setting goals in the important areas of your business for the year to come.

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A Goal for Sales

Think about your sales in 2019. Did you have a sales goal? Did you reach it? Take a moment to review your sales and think about the clients that you worked with over the past year. Which clients were new and which clients were returning travelers? Do you think that these clients will book a vacation again in the coming year? Did you have any large family trips or travel groups, like destination weddings, that may not book again in 2020?

After you have taken time to think about your clients and sales in 2019, set a goal for yourself for 2020. Take into consideration how much of your business will likely repeat this year and if any will not repeat. Choose a sales goal that both encourages you to retain clients and add new ones. Also think about how higher dollar sales will impact your goal. Remember that your sales goal should motivate you to grow your business while still being attainable.

A Goal for Education

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A travel agent’s learning is never done. There are always new resorts opening, new cruise ships setting sail, and new destination trends. It’s important to set aside a portion of the time you spend working on your travel business to further your travel knowledge. Set a goal for yourself to make your travel education a reality.

Perhaps you commit to completing a supplier’s educational courses. You may opt to complete the courses offered by a tourist board. You could also explore the courses in our own Learning Management System or attend one of our educational events, like Boot Camp. Maybe you do all of these!

A Goal for Loyalty

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One of the best ways to make connections in your community is to have loyal clients who see your value and talk about your business to others! Ensure that your clients know that you value their business, whether it be through sending thank you cards, posting on social media, or another creative way you come up with!

In addition to showing your appreciation to loyal clients, consider how they can help your business by referring the people they know to use your services. Often, we value the recommendations of our friends and family over others, and your clients are no different. Come up with ideas to encourage your clients to share about your business through conversation and on social media.

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Check In With Your Goals

What if you hit your sales goal for the year in March? What if the educational goals you set take longer than you planned? What if you are still working on establishing yourself as the travel agent in your local community?

Goals are important for us to have something to continue to work toward, but sometimes things don’t go as planned. It’s important to check in with your goals throughout the year and decide if they need adjusted. If you meet your sales goal early, set a new goal that reflects your continued growth. If you are finding it hard to make time for your educational goal, maybe you plan to set aside an hour or two each week to work on it or adjust the deadline you gave yourself.

Set yourself up for success in the year to come with your goals, and you are sure to have a great year! We can’t wait to see all that you accomplish in 2020.


Are you ready to start your travel business in 2020? KHM Travel Group is here to help you make it happen. With our support and resources, you can start and grow your own independent travel business. To find out more, fill out the form to the right or give us a call at 1-888-611-1220.