When I invited Dianna Hetzel of Mer Bleue to join me on The Travel Business Unpacked podcast, I knew we would have a great conversation about her branding. What I didn’t expect was such a powerful reminder of why so many of us end up in this industry in the first place, and why that origin story matters more than we realize.
Dianna didn't stumble into travel advising through some carefully plotted career strategy. She came to it through grief, family, and the slow realization that the trips she was planning for her own healing had become something others needed too. After years spent working in education and raising her children, travel became her family's way of reconnecting after experiencing loss. And somewhere in that process, she recognized she had a skill set that could serve others navigating their own transitions and milestones.
One thing I love about her story is how naturally her background as an educator and planner informed the way she works with clients now. She didn't need to manufacture a brand or force a niche because the business grew from who she already was and what she'd already lived through. That's the kind of foundation that doesn't crack under pressure.
But like many travel advisors, Dianna still has those growing pains that come with building a successful business. Pricing is one of her biggest struggles – she knows the value of her work and sees the time, care, and expertise that is poured into every itinerary, yet charging accordingly feels uncomfortable. She wants to be accessible and to be of service, and like so many of us who are wired to care deeply about our clients, she sometimes undervalues herself in the process.
I see this all the time with travel entrepreneurs. We build businesses rooted in service and passion, and then we hesitate to put a price tag on that passion because it feels somehow transactional. But undercharging doesn't make you more generous, it makes you unsustainable. And an unsustainable business will eventually serve no one.
Dianna is addressing this pain point by creating clearer pricing structures, setting financial boundaries, and recognizing that her business needs to support her as well as her clients. That's the growth edge for so many advisors who care deeply but haven't yet learned to protect their own capacity.
Looking ahead, Dianna wants to add more support to Mer Bleue by building a small team. She’s approaching this growth intentionally, waiting to hire until her systems are ready and she knows what kind of support would truly complement her strengths without diluting her brand.
Dianna’s journey teaches us that your story matters, your expertise has value, and your business deserves structures that reflect both. It’s so important to remember that the work we do isn't just about creating beautiful experiences for others, but also about creating a business that sustains us so we can keep doing this work for the long haul.
The advisors I see build truly lasting businesses aren't the ones who figured it all out from day one. They're the ones willing to look honestly at where their beliefs about money, service, and worthiness are blocking them. They're the ones who recognize that protecting their capacity isn't selfish, but strategic. And they're the ones who understand that growth should feel aligned, not forced.
If you love hearing stories like Dianna's, tune into The Travel Business Unpacked podcast! Each episode dives deep into the real stories, practical strategies, and transformational moments that turn travel dreams into thriving careers. Listen and subscribe on Spotify and Apple Podcasts, and check out Dianna's full episode here.
