In a strategic collaboration within the Gifted Travel Network (GTN), Sandy Lipkowitz of We Make Travel Easy has joined forces with Lise-Marie Wertanzl and her daughter Sterling Wertanzl of Sterling Journeys. This merger marks a significant step in what is described as one of the first iterations of succession planning within the travel industry.

Why They Merged

The story began with Sandy Lipkowitz’s desire to find a partner who could be mentored and eventually take over her business. As Sandy explained, "I wanted to find a younger person that I could take in, mentor, and hopefully bring in to become, through sweat equity, a partner in the business. I am going to be 74 in a month, and it's time for me to enjoy life a little bit more."

Lise-Marie and Sterling’s entry into the picture seemed almost serendipitous. During the pandemic in 2020, Lise-Marie brought her daughter Sterling into the business. Sterling, having grown up in a travel-focused family and armed with a master’s degree in communications, proved to be a perfect addition. Sandy, noticing Sterling's brilliance and potential, saw an opportunity. She recalls, "One morning, I just said to myself, 'Why don't I approach Lise-Marie and Sterling and ask if they would be interested in us creating some sort of merger?'"

The merger presented a win-win situation. Sandy could pass on her thriving business to a capable successor, while Lise-Marie could add a new book of business to her growing company.

How They Did It

Executing this merger involved careful planning and expert advice. Sandy highlights the importance of professional guidance, saying, "You need to get advice from experts. I have been speaking to a business attorney, an employment law attorney, and my CPA." These consultations were crucial, given the complexities involved, such as handling economic impact disaster loans and ensuring compliance with various regulations.

Sterling joining the business also played a pivotal role. Initially working part-time while completing her master’s, Her transition to a full-time role was encouraged when her mom, Lise-Marie met with the GTN executive team for a strategy meeting. As she recalls, "I had zero expectation of there being any kind of opportunity for me to do this full-time. But my mom had a strategy meeting, and the GTN executive team said, 'Why don't you just hire Sterling? You can't afford not to hire her.'"

Lise-Marie expressed her excitement about the merger, acknowledging the uncertainties but embracing the challenge: "You know, we don't know how this is gonna work, but we're gonna make it work. We want this. So whatever that means, it's really kind of an answer to a lot of things. Sterling getting a book of business eventually, and learning from somebody as amazing as Sandy, too. It's really exciting for us."

The Importance of a Host Agency

The success of this merger is also a testament to the importance of having a supportive host agency like GTN. Sandy highlighted this aspect, stating, "Well, you know, I don't know how you do something like this outside of having something like GTN. How do you know these people? I mean, I go to a lot of road shows, and I see a lot of the same travel advisors coming from other companies. Some of them, I don't know if they're independent contractors or employees. It's really, really hard. The fact that we have community, and our groups, our meetings, all that, you get to hear people. You get to be with them. You get to know whether they have the same philosophy about business as you."

Planning for the Future

This merger is not just about combining businesses; it represents a forward-thinking approach to succession planning in the travel industry. Sandy announced to her clients, "We are charting new territory. Not many travel companies have succession planning. Some of you have come to us because your Virtuoso travel advisor retired and you were left with no place to go. That is not going to happen to you."

The transition process is designed to be seamless for clients, with Sandy and her team moving under the Sterling Journeys name. Sandy will take on the title of Director of Development, ensuring continuity and quality of service. She emphasizes, "All of your trips remain just as they are. I am not going away. You will continue to have all the benefits you have enjoyed."

In merging their businesses, Lise-Marie, Sterling, and Sandy are not only securing their legacy but also setting a new standard for how travel advisors can plan for the future. This merger is a testament to their shared vision and commitment to providing exceptional service to their clients.