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Growing your business shouldn't require working around the clock. Catherine Denham, founder of Catherine Denham Travel and an affiliate of Brownell Travel, shares how intentional systems, strategic hiring, and a commitment to exceptional service helped her transform a one-woman operation into a thriving, relationship-driven agency on track to surpass $5 million in sales. Catherine opens up about the lessons she learned from booking everything, undercharging, and trying to do it all herself. She also shares how personality profiles have shaped her hiring decisions and how the right processes have allowed her team to scale without sacrificing the personalized experience their clients value most.

About Catherine Denham:

Travel has shaped Catherine's life since childhood, when annual family adventures—across the country and around the world—inspired her curiosity and molded the way she sees the world. That early sense of wonder eventually led her into hospitality, where she began her career at Sea Island Resorts more than 20 years ago. Her passion for service has only deepened since. Today, as the founder of Catherine Denham Travel, she blends lifelong experience, industry expertise, and global relationships to craft seamless, one-of-a-kind journeys. From indulgent weekend escapes to intricate multi-country adventures, Catherine thrives on uncovering each client’s dreams and translating them into immersive itineraries enriched by insider access and thoughtful detail.

cdenhamtravel.com

instagram.com/catherine.denham.travel

Today we will cover:

(01:40) Catherine’s path to travel
(04:45) Why booking everything and not charging fees slowed her growth
(14:50) Hiring, team roles and workflow
(22:30) How monday.com, Dubsado, and Zoom support the team
(28:05) Using AI Without Losing Personalization
(34:25) How the Birkman method helped build the right team
(41:15) Catherine's long-term vision and the path toward $5 million in sales
(46:00) Small details that create big referrals

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228. Evolving a Business That Works for You with Catherine Denham Travel, An Independent Affiliate of Brownell

TIQUE Talks: The Business Podcast for Travel Advisors

228. Evolving a Business That Works for You with Catherine Denham Travel, An Independent Affiliate of Brownell