Listen to the episode of the podcast here:
If you’ve ever wished you had an insider in a destination — someone who knows the hotels, the hidden gems, the logistics, and the “don’t-miss” experiences — this episode (and blog!) is for you.
On this episode of Passports, Profits & Pixie Dust, I sat down with Kate Thomas, founder of North & Leisure and Travel Pro Theory, to talk about:
- What a DMC actually is
- How travel advisors can use one to save time and increase profit
- Why Ireland & the UK are ideal destinations to sell
- And how AI can streamline your business operations
Let’s dive in.
From Pool Party to Ireland: Kate’s Origin Story
Kate’s journey into the travel industry started at a 4th of July pool party in 2008.
She struck up a conversation with someone who worked planning trips to Ireland and the UK — and immediately knew she wanted in. She jokingly calls her approach the “straight cat method”: she simply wouldn’t go away until they gave her a shot.
One year later? She was on her first flight to Ireland.
That gut instinct led to years of supplier-side experience before she launched North & Leisure — now a boutique Destination Management Company (DMC) specializing exclusively in:
- Ireland (including Northern Ireland)
- Scotland
- England
- Wales
What Is a DMC (And Why Should You Care)?
If you’re a newer advisor, you might not have heard much about DMCs. Kate explains it perfectly:
A DMC is essentially a travel agent’s travel agent for a specific destination.
Instead of trying to know every detail about every country in the world, you:
- Know your client inside and out
- Lean on a DMC who knows the destination inside and out
What North & Leisure Handles:
- Accommodations (4- and 5-star)
- Castle stays
- Driver guides or self-drive itineraries
- Special experiences
- On-the-ground logistics
- 24/7 emergency support
- White-labeled proposals (you stay front-facing!)
They don’t book airfare — but they handle everything once your client lands.
For advisors, this means:
- Less stress
- More customization
- Higher-end, more experiential itineraries
- Professional backup support in another time zone
It’s a true partnership.
Who Ireland & the UK Are Perfect For
If you’re wondering how to market these destinations, here’s the good news: they work for a wide range of travelers.
Ideal Client Types:
- First-time international travelers (English-speaking, easy to navigate)
- Clients with family roots
- Multi-generational families
- Couples
- Solo travelers
- Outdoor lovers
- Fandom travelers
Yes — fandom travel is big here.
Think:
- Outlander in Scotland
- Harry Potter filming locations
- Bridgerton vibes in Bath
- Game of Thrones in Northern Ireland
These built-in niche angles make marketing easier.
Budget Expectations (High Season Reality Check)
High season in Ireland & the UK typically runs May through September.
For high-season, 4-star self-drive itineraries with a few special experiences, a strong starting benchmark is:
👉 Around $700 per person per day
That number can flex depending on:
- Season (shoulder vs. high)
- Hotel category
- Driver-guide vs. self-drive
- Location preferences
- Flexibility with itinerary
Setting realistic expectations early with clients saves you time and builds trust.
Growing a Boutique Travel Business (Without Burning Out)
Kate ran North & Leisure solo for years — handling operations herself.
After having her son and coming out of the pandemic, she partnered with a UK-based DMC owner. Now:
- Kate runs sales & marketing in the U.S.
- Her partner runs operations on the ground
- Growth has exceeded what either could do alone
It’s a powerful reminder: scaling doesn’t always mean doing more — sometimes it means partnering smarter.
AI for Travel Advisors: Where to Start
Through Travel Pro Theory, Kate now helps advisors leverage AI effectively (without the overwhelm).
If you’re new to AI, here’s her advice:
1️⃣ Train It First
Before asking for help:
- Input your brand voice
- Define your ideal client
- Clarify your offers and positioning
AI works best when it knows who you are.
2️⃣ Start with Marketing Tasks
Lowest hanging fruit:
- Newsletter drafts
- Social captions
- Reel hooks & scripts
- Blog outlines
- Lead magnet ideas
You can always edit — but you don’t need to start from scratch.
3️⃣ Don’t Use It to Write Itineraries
AI can confidently hallucinate.
Instead, use it to:
- Clean up descriptions
- Create Google Map links
- Personalize restaurant recs
- Enhance itinerary language
4️⃣ Explore Deep Research
ChatGPT’s Deep Research feature can:
- Compile market research
- Analyze ideal clients
- Build marketing strategies
- Compare destination positioning
It works in the background and cites sources — a huge time-saver.
5️⃣ Build Custom GPTs for Repetitive Tasks
Examples:
- Newsletter assistant
- Social media caption writer
- Lead magnet builder
- Itinerary polish assistant
- Client onboarding email generator
Think of them as permanent, trained assistants.
Favorite Business Book Recommendation
Kate recommends:
📘 Atomic Habits by James Clear
But she especially highlights his 3-2-1 newsletter as a masterclass in email marketing — concise, impactful, and consistent.
Final Takeaways for Travel Advisors
If you want to grow profitably and sustainably:
- You don’t have to know every destination.
- You don’t have to do every task yourself.
- You don’t have to stay overwhelmed.
You do need:
- Strategic partnerships (like DMCs)
- Smart systems (like AI)
- Clear positioning
- Realistic budget conversations
The advisors who scale in 2026 and beyond are the ones who operate like CEOs — not just trip planners.
Connect with Kate
🌍 North & Leisure:
Website: northandleisure.com
Instagram: @northandleisure
💡 Travel Pro Theory:
Website: travelprotheory.com
Instagram: @travelprotheory
If you loved this conversation, share it with a fellow travel advisor who needs to hear that they don’t have to do it all alone.
And as always — go book the trip, build the profit, and sprinkle a little pixie dust along the way. ✨
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https://www.lindsaydollinger.com
