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Kat Morga, founder of Adventure Smarter, talks about creating a travel business that feels authentic to you and naturally attracts clients who value the same things. She shares how her own travel experiences shaped her “splurge when it makes sense” philosophy, why she stopped trying to fit into the industry's version of luxury, and how she found a profitable niche without limiting herself to one destination. She also talks about why she loves local networking, finding your “cheerleaders,” using your website and email list to generate stronger leads, and knowing when to lean on other advisors and trusted DMC partners. This conversation is a reminder that growth doesn't have to mean becoming a different kind of advisor. Sometimes the smartest strategy is getting clearer about who you already are and building your business around it.

About Kat Morga:

Kat is the founder of Adventure Smarter, a travel advisory based outside of Nashville, Tennessee, specializing in FIT travel, safaris, river cruises, and multigenerational family travel - "Trips Done Right." She built her business from scratch, with no inherited client list and no background in luxury travel, which meant figuring out early on that she'd have to find clients the industry wasn't already handing her. Along the way she realized the field's default script - sell aspirational, sell ultra-luxury - didn't match the kind of travel she actually believed in or the clients she actually wanted. So she built her own positioning instead: direct, specific, grounded in firsthand experience rather than imagery. Kat is married with 2 young kids and has a Rick Steves autograph on her bookshelf.

AdventureSmarter.org

@AdventureSmarter

Today we will cover:

(04:30) Why “splurge when it makes sense” became Kat’s travel philosophy
(07:20) Building a client base when you don’t have a wealthy network
(13:30) Why your niche doesn’t have to be a destination
(21:00) Where Kat gets her best travel leads
(24:30) Rejecting the travel industry’s obsession with ultra-luxury
(35:00) Creating messaging that attracts clients who travel like you

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244. Attracting Clients Who Travel Like You with Kat Morga

TIQUE Talks: The Business Podcast for Travel Advisors

244. Attracting Clients Who Travel Like You with Kat Morga