Interview Summary: Mark Murphy with Irene Sauger of Vacation Guru
Guest Profile
Irene Sauger is the owner of Vacation Guru (GoVacationGuru.com), a travel agency she founded 11 years ago. Based in Birmingham, Alabama, she manages 25 independent contractors and specializes in Jamaica travel, among other destinations, visiting the island at least four times per year to stay updated on properties and experiences.
Key Highlights
Business Background
* Started in the travel industry 16 years ago after falling in love with Jamaica on a trip with her sisters.
* Initially worked part-time but quickly transitioned to full-time based on advice from another advisor she met on vacation.
* Founded Vacation Guru approximately 11 years ago.
* Currently manages 25 independent contractors.
Agency Structure & Business Approach
* Organizes her team based on destination/product expertise.
* Encourages ICs to develop specializations rather than trying to sell everything.
* Has a referral system within the agency where agents refer clients to colleagues with specific expertise.
* One part-time agent generates over $500,000 in annual revenue by focusing on just three specialty areas.
* Maintains a "do not sell" list of brands she won't recommend based on experiences.
Client Relationships
* Emphasizes the value of using a travel advisor: "If you're not using a travel advisor, you're actually paying for a service that you're not getting."
* Has clients sign waivers if they insist on booking properties she doesn't recommend.
* Leverages her booking volume and industry relationships to resolve client issues.
* Weekly team meetings where agents share recent travel experiences and property insights.
Jamaica Expertise
* Visits Jamaica at least four times annually to inspect properties.
* Highlights the people as Jamaica's main appeal: "I really will say it is the people".
* Addresses safety concerns by recommending guided exploration of the island rather than staying exclusively at resorts.
Sandals Resorts Focus
* Entire team is certified as Sandals Specialists.
* Recently visited Sandals Dunn's River and praises it as "top-of-the-line luxury" in the Sandals portfolio.
* Highlighted unique features at Dunn's River:
* Dunn's River Rum Club with over 30 premium rum varieties included.
* Bloom Coffee Shop with elevated Jamaica Blue Mountain coffee.
* Rondoval villas, including a two-story option with telescope for stargazing.
* Close relationship with their Sandals Business Development Manager (Amanda Funk) who provides guidance and support.
Industry Insights
* Notes that travel prices have increased significantly across all brands.
* Discusses how business development managers (BDMs) are crucial resources for agents.
* Believes the travel advisory industry is "more about collaboration over competition".
* Mentions that younger travelers sometimes avoid popular brands like Sandals because "they don't want to go where everybody else is going".
Notable Quotes
* "If you're not using a travel advisor, you're actually paying for a service that you're not getting."
* "...the thing that you have to do is get in the right agency. There's so many agencies and they're hiring and you don't have to take the first one that comes along."
* "I have a magic words that I love to hear: 'I should have listened to you.'"
* "Find what you do best, find what you know best, because you sell what you know, and then stay in that, stay in your lane".
