Rebecca Smiley's career transformation began at an unexpected moment: during a wedding in July 2021, where she chatted with someone who worked as a travel agent.
"At first, I laughed," admits Smiley, now 28, to CNBC Make It. The idea seemed outdated—why would anyone need a travel agent when the internet, social media, and endless resources are available around the clock? But that conversation lingered in her mind after returning home to her job as a college admissions counselor. "I went back to work the next week thinking, 'Wait, I don’t like this job at all. What did that lady say she did?'"
After one enlightening three-hour phone call with her newfound mentor—or "travel godmother"—Smiley made a bold decision. "Next thing you know, I dropped my full-time career and gave this a shot," she recalls.
Fast forward, and Smiley has discovered a thriving, lucrative profession in planning vacations for others. Based in Covington, Kentucky, she now runs her own business, Smiley Travel, aiming to earn six figures this year as her own boss. Her success has been swift: in 2024 alone, she booked over 100 trips, sold more than $860,000 worth of travel, and took home just over $77,000.
By January 2025, Smiley had already secured $640,000 in bookings for the year ahead, projecting at least $75,000 in income if all goes according to plan. With her sights set on hitting $100,000 by age 30, she aims to reach nearly $1 million in sales, placing her among the top 1.5% of agents within her host agency, KHM Travel Group. For the sociology major, this marks a dramatic pivot from her earlier expectations; Smiley never imagined becoming a travel agent while in school.
### From College Admissions to Travel Planning
Before diving into travel, Smiley worked in mental health before transitioning to college admissions roles at the University of Kentucky and her alma mater, Thomas More University. However, the pandemic left her feeling disillusioned, leading to what she calls a "quarter-life crisis." Despite these challenges, one constant source of excitement emerged: discussing her study abroad experience in Jamaica with prospective students and their families.
This spark inspired her to take action. In November 2021, Smiley quit her job and set herself a challenge: if she could match her previous $37,000 salary as a college admissions counselor within a year as a travel agent, she'd commit fully to the new path. "It was sink or swim," she explains. "Without that pressure, I might not have pushed myself so hard."
To kickstart her journey, Smiley partnered with KHM Travel Group, a host agency providing industry connections and partnerships in exchange for a share of her commissions. She also supplemented her income with a part-time bartending gig as a safety net. Within her first month, she planned her inaugural trip—a 10-person cross-country family road trip. Though challenging, it proved invaluable experience. By the end of her first year, Smiley successfully surpassed her prior salary and continued growing her clientele.
### Why People Still Need Travel Agents
Despite technological advancements, many travelers find planning exhausting due to overwhelming online information. "The internet is so saturated right now—it’s tough to make decisions," Smiley notes. "Even picking a restaurant can feel overwhelming because there are conflicting reviews everywhere."
Travel advisors offer personalized insights based on firsthand experiences or trusted client feedback. Experienced travelers often seek her help simply because they lack time. "They tell me, 'I could do this myself, but I don’t want to deal with it,'" Smiley says. "People just want to turn their brains off and enjoy vacation mode."
While AI tools assist with itineraries and review analysis, they fall short in areas only humans can address. "AI can tell you which restaurant ranks highest based on data, but it can't describe how amazing the fresh pasta tasted in Venice," she emphasizes. "That human touch matters."
Additionally, some AI-generated plans prioritize popular attractions without considering efficiency. Smiley ensures her clients maximize their limited time with practical, tailored suggestions.
### The Rewards (and Challenges) of Self-Employment
Being her own boss offers flexibility, allowing Smiley to work whenever and wherever suits her best. Some days involve late-night sessions followed by leisurely afternoons spent with loved ones. Yet her workload varies seasonally—early months focus on planning and booking, while summers require availability for clients on trips.
Regular travel serves both professional and personal purposes. Smiley estimates two trips per month, ranging from personal adventures (like a New Hampshire road trip last fall) to supplier-sponsored familiarization tours. One standout experience involved exploring eight Dominican Republic properties to better advise future clients. While these excursions aren't purely leisurely—they include networking, touring, and educational components—Smiley prioritizes them to maintain credibility. "If I didn’t go on trips, how could people trust me to plan theirs?" she asks.
### A Resurgence Among Young Travelers
The travel agent industry is experiencing renewed popularity, particularly among younger generations. According to a 2023 survey by IBS Software, 38% of Gen Z and millennial travelers prefer using agents over booking independently online. Only 12% of Gen X and 2% of baby boomers report similar preferences.
Younger travelers often crave distinctive experiences to showcase on social media. "Let’s face it—you scroll through posts and think, 'Another Cancun trip? Maybe I should try somewhere no one else has heard of,'" Smiley observes. Many prioritize unique, awe-inspiring getaways over conventional options.
Moreover, honeymoons represent significant milestones for many young couples. "Right now, Gen Z and millennials are entering that honeymoon phase," Smiley adds. "They're willing to invest in something special that will leave a lasting impression."
Through passion, adaptability, and determination, Rebecca Smiley has transformed an unlikely encounter into a thriving career, proving that even in today's digital age, the human touch remains indispensable in the world of travel.