Tyson Wharton. (Source: Tyson Wharton)
Travel Advisor Success Stories focus on veteran advisors and how they achieved success. Here’s a look at Tyson Wharton, owner of Sioux Empire Travel.
How did you get your start as a travel advisor?
My wife was a travel advisor at a storefront agency for five years. I saw firsthand the highs and lows of the travel industry. Coming from a business background, I felt there had to be a better, more service-driven way to approach it. When my wife and her boss parted ways – that’s when the idea sparked: What if we started something of our own? I named it Sioux Empire Travel (SET) after our local community and set out to actually serve people with honesty, support and care.
Life happened, as it does. We both worked full-time jobs while I built SET from the ground up – which was truly a labor of love. I always say I started this business for her. But as many know, running a small business within a family is hard. She had to stay at her full-time job while I built SET into what it is today. After seven years of grinding, winning awards and expanding our footprint, she was finally able to join me full-time – and now we work side-by-side with a growing team of amazing advisors.
How did you build your business over the years?
Sioux Empire Travel was built on four core pillars:providing the best service and truly serving our community; showing up whether though live events, bridal fairs, expos or any place we could meet clients face-to-face; networking and partnering with local businesses and nonprofits to build real relationships; and growing a team – because I realized early on I couldn’t do it all alone. Building a strong team has been key to our continued growth.
What characteristics make you a successful advisor?
I work hard. I’m a people person who can connect with just about anyone. I approach this business with a mindset rooted in entrepreneurship, not just a love for travel. And most importantly, I’m relentless about going above and beyond for my clients.
What have your greatest challenges been?
There have been many: getting noticed in the early days without a big advertising budget, navigating the chaos of COVID and the uncertainty it brought, competing with the ever-expanding online marketplace and emerging AI tools, and staying ahead of global shifts in safety and quality standards to always ensure we’re sending clients somewhere we trust.
What have your greatest accomplishments been?
Selfishly? Beating the agency my wife used to work for in the Local Best rankings in Sioux Falls. I started this company out of love for her – and if I’m honest – a little bit of spite. So, when we earned that No. 1 spot over them, it meant the world.
But beyond that, I’m incredibly proud of the recognition we’ve received from our host agency, WorldVia Travel Network. We’ve been honored multiple times with the Monarch Agency of the Year award and Community Agency awards for our work with the Make-A-Wish and other nonprofits. Giving back is a major part of our business model, and I’m always looking for ways to use travel to support local causes and families in need.
What tips can you provide to advisors new to the industry?
Don’t be fooled by the Instagram version of this career – it’s not free trips and glamour. This is a grind. It’s commission-based, and it takes real hustle to make it. And not just one good year of hustle, you’ve got to stay consistent every day, every week, every year.
To succeed, you need two things: a genuine passion for travel and the ability to run a business. If you can master both, there’s no limit to what you can build in this industry.
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