We caught up with the brilliant and insightful LaShonda Hopkins a few weeks ago and have shared our conversation below.

LaShonda, appreciate you joining us today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

When I created Passports Matter (Travel by PM), it didn’t start as a business idea, it started as a feeling.
I just wanted to see the world. I wanted to experience different cultures, understand how people lived outside of what I knew, and do it alongside the people I loved. At the time, I had already traveled quite a bit on my own, but something kept pulling at me. I didn’t want to keep those experiences to myself. I wanted my friends and family to feel what I felt when I stepped off a plane somewhere new. So I started organizing trips. And let me tell you… group travel planning for friends and family? One of the hardest things you can do 😂. Coordinating schedules, budgets, preferences, it was a lot. But I realized something important in that chaos: people wanted to travel… they just didn’t know how to make it happen. Coming from Kentucky, traveling the world wasn’t something you saw every day. So when I started sharing my experiences online, it caught attention quickly. People from my hometown, my family, even people I barely knew were watching, asking questions, and getting inspired. I became “the girl from Kentucky seeing the world,” and with that came a responsibility I didn’t take lightly.
That’s when the vision started to shift. I didn’t just want to plan trips, I wanted to create something meaningful. I wanted to build a travel community that didn’t just visit places, but connected with them. A space where we could embrace culture, but also give back. That’s how Passports Matter was born: a travel tribe with purpose. Because yes, everyone travels… but not everyone is intentional about leaving a place better than they found it. That part excited me the most.
What made me realize this was a worthwhile endeavor was simple: people kept coming back. Friends invited friends. Trips turned into movements. And I saw firsthand how travel was changing people, opening their minds, building confidence, creating lifelong memories. Then came a pivotal moment. In 2021, I planned my own destination wedding in Tulum, Mexico with over 200 guests. And yes… I coordinated all the travel logistics myself (in hindsight, maybe a little crazy for a bride 😅). But that experience changed everything. Planning for that many people, my closest family and friends forced me to level up quickly. It wasn’t just about travel anymore; it was about trust, precision, and creating seamless experiences for one of the most important moments in people’s lives. And people noticed. After my wedding, couples started reaching out. They didn’t just want a travel agent—they wanted someone who understood the emotional weight of a destination wedding, someone they could trust to get it right. That’s when I realized I had stepped into a gap in the industry. I wasn’t just offering bookings—I was offering guidance, experience, and peace of mind. The logic behind why I knew this would work came down to three things:

Accessibility – I made travel feel possible for people who thought it wasn’t.

Trust – I was doing this in real time, sharing my own experiences authentically.

Purpose – I wasn’t just selling trips; I was building meaningful, community-driven experiences.

What made my approach unique was the heart behind it. Passports Matter isn’t just about where you go, it’s about how you show up when you get there. What started as “I just want to travel” turned into a business, a brand, and a community that continues to grow. And honestly… that’s still the part that excites me the most.

LaShonda, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

For those who may be learning about me for the first time, my journey into travel and ultimately building my brand started long before it ever became a business. As a Commissioned Officer in the United States Air Force, I had the opportunity to travel to places many people only see through headlines, particularly throughout the Middle East. What struck me immediately was the contrast between perception and reality. The media often painted these regions one way, but what I experienced was something entirely different—rich culture, breathtaking beauty, warm people, and deeply rooted traditions. Those experiences shifted something in me. They expanded my worldview and challenged everything I thought I knew.
That’s where my passion for travel truly began. Over time, that passion evolved into purpose. I realized that so many people never get to experience the world beyond what they see on TV or social media and for many, it’s not because they don’t want to, but because they don’t know how, don’t feel comfortable, or don’t have the right guidance.

That’s where I come in as the Founder of Passports Matter (Travel by PM), where I specialize in curated group travel experiences, destination weddings, and full-service travel planning. I help individuals, families, and couples not only get to their destination, but truly experience it in a meaningful, seamless, and stress-free way. From coordinating complex group logistics to designing unforgettable destination weddings, I handle the details so my clients can focus on the moments that matter. But beyond logistics, I solve a deeper problem: access and confidence in travel. Many of my clients are first-time or inexperienced travelers. Some are nervous about international travel. Others are overwhelmed by planning for large groups or major life events like weddings. I bridge that gap. I educate, guide, and advocate for my clients every step of the way so they feel confident, prepared, and excited—not stressed. What sets me apart is my approach. I’m not just booking trips, I’m building experiences rooted in trust, authenticity, and purpose. I’ve been the traveler navigating new countries, the bride managing a 200+ person destination wedding, and the planner coordinating every moving piece behind the scenes. I understand this space from every angle, and that lived experience allows me to anticipate needs before they even arise.
Another key part of my brand is intentional travel. Through Passports Matter, I emphasize not just visiting destinations, but connecting with them, embracing cultures, supporting local communities, and leaving a positive impact wherever we go.

That mission is deeply personal to me. What I’m most proud of is the community I’ve built. What started as planning trips for friends has grown into a trusted travel tribe, where people invite others, families travel together, and major life moments are celebrated across the world. I’ve watched clients take their first international trip, say “I do” in beautiful destinations, and create memories they once thought were out of reach. Being a part of those moments is something I don’t take lightly.
I’m also proud of how I’ve been able to show people, especially those from backgrounds like mine that seeing the world is possible. You don’t have to come from a certain place or have it all figured out to experience global travel.
If there’s one thing I want potential clients, followers, and supporters to know, it’s this: I care deeply about the experience you have. This isn’t just a business for me, it’s personal. I lead with integrity, I prioritize relationships, and I’m committed to making sure every trip, every event, and every interaction reflects the level of care and excellence I would want for myself and my own family. Because at the end of the day, Passports Matter isn’t just about travel—it’s about exposure, connection, and creating a life filled with experiences that truly matter.

Can you tell us about a time you’ve had to pivot?

One of the biggest pivots in my life didn’t come from a business decision—it came from becoming a mother.
Before motherhood, I was moving fast. I was building Passports Matter, traveling often, saying yes to opportunities, and really leaning into the momentum of it all. But when I became a mom, everything shifted—and rightfully so. My life slowed down because my son became my priority. And then, when I became a special needs mom, it wasn’t just a shift… it was an entirely new world I had to learn to navigate with no map. And that part was hard. There’s no handbook that truly prepares you for raising a child with autism. You’re learning therapies, routines, communication styles, advocating, researching, all while still trying to show up as a present wife, a business owner, and a whole person yourself. I found myself asking, How do I do all of this well? Because I didn’t want to drop the ball anywhere that mattered.

I wanted to build my business.
I wanted to be fully present for my son.
I wanted to support my husband and our family.
And I still had this deep love for travel that was a part of who I am.
Something had to give, but instead of quitting, I pivoted.

I made a very intentional decision to shift my business model from volume to value. Instead of trying to plan as many trips as possible, I focused on working with a select number of groups each year. That allowed me to maintain the level of excellence and care my clients deserve, without sacrificing the time and energy my family needed from me. Quality over quantity became my standard. And then there was another layer to that pivot, one that was deeply personal.
I made the decision to start traveling with my son. There’s this unspoken narrative that children with autism should be limited in what they experience, especially when it comes to travel. And I refused to accept that. Just because my son is autistic does not mean he doesn’t deserve to see the world, experience new environments, and create memories with his family.
Was it easy? No. Did it require more planning, more patience, and a lot more flexibility? Absolutely. But it was worth it.
Travel started to look different for us. It wasn’t always about packed itineraries or doing everything, it became about meaningful moments, sensory-aware planning, and creating experiences that worked for our family. And in that process, I grew, not just as a mom, but as a business owner. Because now, I don’t just understand travel from a luxury or logistics standpoint—I understand it from a real-life, adaptive perspective. I understand families who need more support, more grace, and more thoughtful planning. And that has made me better at what I do. That season taught me that pivoting isn’t failure, it’s alignment. It’s recognizing what matters most in the moment and having the courage to adjust without losing yourself in the process. I didn’t abandon my business. I didn’t abandon my passion. I just redefined what it looked like in this season of my life.
And honestly, I’m proud of that. Because I’m building a life and a business that honors both my purpose and my family and for me, that’s the real success.

We’d love to hear the story of how you built up your social media audience?

I didn’t set out to “build a following”—I was simply sharing my life as it was happening. And I think that’s exactly why I believe people connected with me. From the beginning, my content was rooted in one core message: travel is possible. It doesn’t have to be expensive, it doesn’t have to be intimidating, and you don’t have to come from a certain background to experience the world. Coming from Kentucky, I knew firsthand how limited that belief can feel, so I made it a point to show the how, not just the highlight reel. But beyond travel, I showed my life. People watched me meet my husband, build a relationship, become a mother, navigate surrogacy, and continue to pursue my passions, all in real time. It wasn’t curated to be perfect. It was real, sometimes messy, sometimes beautiful, but always honest. And I think that relatability is what made people stay.
I wasn’t positioning myself as an expert above anyone, I was inviting people along the journey with me. That transparency built trust. And over time, that trust turned into a community, people who didn’t just watch my content, but felt connected to it. They saw themselves in different parts of my story: the woman figuring it out, the mom balancing it all, the traveler stepping outside her comfort zone. If I had to break down how I built my presence, it really comes down to a few key things:

1. I showed what was possible—consistently. Whether it was travel hacks, group trips, or everyday moments, I made sure my content answered the question: “How can this apply to me?”

2. I prioritized being real over being perfect.
People don’t connect with perfection, they connect with honesty. I shared wins, challenges, pivots, and growth in a way that felt human.

3. I let my life evolve on camera.
I didn’t box myself into one lane. As my life changed, marriage, motherhood, surrogacy, business—my content evolved with it. That allowed my audience to grow with me.

4. I led with value and connection, not just content. I wasn’t just posting to post, I was speaking to someone. Whether it was inspiring, educating, or simply making someone feel seen, there was always intention behind it.

For anyone starting to build a social media presence, my advice is simple: Be yourself, but be intentional about it.
You don’t need to have it all figured out. You don’t need perfect lighting, a huge following, or a viral moment to start. What you do need is clarity on what you want people to feel when they come across your content.

Ask yourself:
What am I showing people is possible?
How can my story help or inspire someone else?
Am I being honest, or am I trying to perform?

Also, don’t underestimate consistency. Not just in posting, but in your message. People should know what you stand for and what they can expect from you. And lastly, give yourself permission to grow.
Your content will evolve. Your voice will get stronger. Your confidence will build over time. The goal isn’t to go viral, it’s to build something real, something sustainable, and something that actually means something to both you and your audience.
Because at the end of the day, people don’t follow perfection, they follow connection.

Contact Info:

• Website: https://www.passportsmatter.com
• Instagram: @unselcited_hop
• Facebook: LaShonda Unseld-Hopkins or LaShonda Hopkins
• Youtube: https://www.youtube.com/@meetthehopkins4264
• Yelp: https://www.yelp.com/biz/passports-matter-louisville-2

Image Credits

Images taken by different photographers all over the world.