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Life and Work with Karina Graham

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Today we’d like to introduce you to Karina Graham.

So, before we jump into specific questions, why don’t you give us some details about you and your story.
As a child who immigrated with her family at the age of 6 from the former Soviet Union, my first trip took me halfway around the world to the United States. I have since had a curiosity about the world and a passion to see it.

A couple of years ago, I really had a desire to create a business that was also a passion, travel was at the top of my list. I reached out to a family friend who has been in the travel industry for many decades and asked her how I can start learning about the industry. She was kind enough to answer many of my questions and provided me with resources that started the ball rolling. It opened an entire world for me of being able to send clients to see the world and help them check off those destinations on their “bucket list” while creating a business in the process. Something I am passionate about! Although I had traveled and have European roots, it was a completely new industry for me and I had to put myself in a “student” mindset, learning as much as possible from industry resources, attending conferences, educating myself and also doing my own traveling to provide exposure to what my clients may enjoy and to develop what my true mission would be. I quickly gained momentum because when you’re passionate about something, the energy you put into it produces results. I had my first clients within a few weeks of starting my business!

I decided to name my travel planning business, Sacred Waters Travel. Sacred Waters are defined as tangible topographical land formations such as rivers, lakes, springs, and oceans. I realized that water is what connects us through the world, whether it be streams, lakes, seas or oceans. It seemed to be appropriate for what my business was going to be, sending my clients all over the world and connecting them to places and people.

I have since been fortunate to have clients that now reach out to me for their milestone trips, from a special anniversary to a graduation present, a marriage proposal, or a destination wedding. It’s an honor for me to help my clients celebrate these special moments with travel.

The internet has changed how people travel, many end up booking flights and hotels via websites that provide cookie-cutter trips. The travel industry has changed quite a bit over the years and many have questioned why travel advisors are even needed. My answer is this! The internet will not be there for you when your flight is delayed, or you get lost while finding your hotel, or if your luggage goes missing. The internet doesn’t know your preferences, interests and what you would enjoy. The internet doesn’t evaluate the importance of your trip or consider your budget. Everyone is different and travel should be customized to each person to ensure you have the most memorable experience possible! That is what Travel Advisors and my business does, create customized travel itineraries as special and unique as my client.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Not at all! Because this industry was completely new to me apart from my personal travel, I had to learn everything from scratch.

I have held management level positions in various industries over the years, where I was very experienced in the industry and had a level of expertise. With starting a new business and in an industry I had never worked, I was faced with being a complete rookie. This wasn’t easy. I had to put my ego aside and put on a student hat, absorbing everything I could from every resource I could find. I searched the internet, took webinar training, attended conferences, talked to other travel advisors, and just tried to learn as much as possible.

The biggest hurdle was not just learning the industry but being able to get clients that would trust me to book their important trips. This took me being resourceful, communicative, consistent and knowledgeable. It was WORK!!! Did I want to give up sometimes? Heck yes!!! But I also know that any disappointments along the way were really lessons. Any potential client that I didn’t get out of the gate made me reflect on what I can change in my approach or what I needed to do so that I didn’t make that mistake again.

My advice would be that its really never too late to make a change in your life or enter an industry that you have had no experience with. It takes work, time and passion. I have also believed that if you’re not learning and growing, you’re dying. We need to have a way to gain knowledge and stimulate our brains, get out of our comfort zones so that we can gain confidence and grow as individuals. My travel planning business has not only given me another income stream, but has also shown my daughter, Olivia who is 17 years old that its never too late to do something you’re passionate about. You never stop learning and if you can be apart of something that brings people joy and brings people together, its amazing!

Please tell us about Sacred Waters Travel.
I have a travel planning business called Sacred Waters Travel. I am known for customizing travel to suit my clients’ preferences and interests, to ensure their travel experience provides the most lasting memories possible.

I’m proud that my clients keep coming back to me to help them plan trips that celebrate their life moments! I am now part of them celebrating their children, their marriages, personal milestones, friendships, etc… It’s a real honor for me to help plan these trips and to be apart of such special moments, even from a distance.

I believe I approach my business differently in that its personal to me. I make a true investment in making sure my clients have the best experience possible and that while their traveling, they know I’m just a call or text away. I think offering my clients that peace of mind is what sets me apart!

There’s a wealth of academic research that suggests that lack of mentors and networking opportunities for women has materially affected the number of women in leadership roles. Smart organizations and industry leaders are working to change this, but in the meantime, do you have any advice for finding a mentor and building a network?
I think finding someone in the industry that you would like to work with and that is willing to open a door is a gift, but it’s not always easy to find. Being a resourceful, go-getter is really necessary to make that kind of move.

For me, doing things at the grassroots level has really helped. Finding local clients as well as those I can reach through social media. People trust a person, not a profile. You have to become personal in your approach, calling and meeting with people face to face has worked.

If you have an interest in a particular industry, call someone in your area and ask them if you can meet with them and ask them questions on how to best enter that industry. Don’t be afraid to be a little vulnerable and to start from the ground up. Its rewarding to see yourself grow in knowledge and it can produce a great business with passion and hard work!

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