Alright – so today we’ve got the honor of introducing you to Michelle. We think you’ll enjoy our conversation, we’ve shared it below.

Michelle, appreciate you joining us today. Often outsiders look at a successful business and think it became a success overnight. Even media and especially movies love to gloss over nitty, gritty details that went into that middle phase of your business – after you started but before you got to where you are today. In our experience, overnight success is usually the result of years of hard work laying the foundation for success, but unfortunately, it’s exactly this part of the story that most of the media ignores. Can you talk to us about your scaling up story – what are some of the nitty, gritty details folks should know about?

Michelle Zelena Travel

When people look at my business today, they often assume it “just took off.” The truth is that the middle phase — the unglamorous years of steady work — is what built the foundation.

I started out with a passion for travel and hospitality, and those early months were spent learning the industry inside and out, often booking trips for smaller budgets or simpler itineraries. My turning point wasn’t one big break, but dozens of small, intentional decisions layered over time.

1. Building Relationships
From the beginning, I prioritized relationships — with clients, hoteliers, and partners. I sent personalized notes, made introductions, and asked questions to understand what really mattered to clients. Slowly, that built trust. Repeat bookings and referrals became my growth engine.

2. Doubling Down on a Niche
Instead of trying to serve everyone, I leaned into what I loved and where I had the strongest network: stylish, high-low travel that blends boutique charm with luxury perks. By defining that point of view, I became the go-to for a certain type of traveler.

3. Consistency in Storytelling
I invested in consistent storytelling across Substack, Instagram, and my website. Even when the audience was small, I treated it like a brand. Over time, people began to associate me with chic, insider travel advice — that credibility brought in bigger clients.

4. Obstacles Along the Way
There were missteps: pricing myself too low in the beginning, saying “yes” to trips that drained more energy than they were worth, and navigating the volatility of travel demand during COVID recovery. Each one forced me to refine how I worked — whether that meant raising my minimum trip size, qualifying clients better, or streamlining my booking process.

5. Scaling Tactics
I tracked every dollar of bookings and set clear benchmarks. When I hit $100K, then $300K, then $500K in sales, I reinvested into tools (like CRM systems and marketing assets) and built partnerships that gave clients access to upgrades, perks, and VIP treatment. That, in turn, justified my fees and attracted a higher level of traveler.

The Reality
Scaling hasn’t been about one viral moment. It’s been about doing the unsexy work daily: sending the follow-up email, creating itineraries with precision, keeping spreadsheets updated, and showing up consistently for clients. Looking back, the middle phase was years of foundation-laying — and that’s exactly what made today’s growth possible.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

My name is Michelle Zelena, and I’m the founder of Zelena Travel, a luxury and boutique-focused travel business. I’ve always had an eye for style, hospitality, and storytelling, but my path here wasn’t linear. I spent over ten years in digital marketing, leading strategy for global brands across finance, fashion, and consumer goods. That background gave me a deep understanding of how people make decisions, what inspires them, and how important it is to blend data with creativity.

Travel has been my true passion for as long as I can remember. I grew up with a love for France and European culture, and over time that grew into a fascination with hospitality — the way a great hotel, a thoughtful itinerary, or a special experience can make someone feel. During the pandemic, when the world was forced to slow down, I leaned into this passion and began building what is now Zelena Travel.

What I Do
I work as a luxury-boutique travel advisor, affiliated with Fora, which gives my clients access to an incredible global network of hotel and travel partners. I curate trips that feel both aspirational and approachable, weaving together unique stays, insider experiences, and the best local dining and cultural touchpoints. My specialty is the “high-low” approach to travel: pairing five-star hotel stays with authentic, local experiences that make the trip unforgettable.

I solve a few key problems for my clients:

Time: Busy professionals and families don’t have hours to research every option. I do the heavy lifting and present the best fits.

Access: Through my partnerships, clients get perks like upgrades, credits, and VIP treatment they wouldn’t receive booking on their own.

Clarity: Travel planning can be overwhelming; I simplify it, align with their goals, and handle the details so they can just show up and enjoy.

What Sets Me Apart
What makes my approach different is the combination of style and strategy. I don’t just book hotels — I craft experiences that feel personal, thoughtful, and true to my clients’ lifestyle. I’m as detail-oriented about making sure a family has the right room configuration as I am about recommending the chic new wine bar that just opened in Paris. I see travel not just as logistics, but as a way to create connection, memory, and identity.

What I’m Proud Of
I’m most proud of the relationships I’ve built — with clients, who come back again and again because they trust me, and with hotel partners, who know my name and ensure my travelers are treated like VIPs. I’m also proud of growing Zelena Travel from the ground up into a business that’s on track to hit half a million in bookings this year, while staying true to my values of style, family, and meaningful experiences.

What I Want People to Know
At the end of the day, Zelena Travel is about more than trips — it’s about helping people step into experiences that enrich their lives. Whether that’s a honeymoon in the Maldives, a family trip to Maine, or a spontaneous weekend in Paris, I want my clients and followers to know they’ll always get honest advice, a curated perspective, and thoughtful touches that make them feel cared for.

How about pivoting – can you share the story of a time you’ve had to pivot?

A major pivot for me was moving away from freelance digital marketing into full-time travel advising. I had built a steady career running campaigns for global brands, but I realized my energy was going toward growing other people’s businesses instead of building something of my own. During the pandemic, when travel was paused, I had the space to reflect and decided to channel my skills in strategy, branding, and client service into an industry I truly loved. It was a leap — leaving a secure, familiar path for one that felt riskier — but aligning my work with my passion for travel and hospitality has been the most rewarding decision I’ve made.

How did you put together the initial capital you needed to start your business?

I self-funded my business from the very beginning. Instead of taking outside investment, I reinvested my very first commissions back into the business — covering things like marketing, website development, and tools to support my clients. Growing slowly but sustainably this way kept me independent, lean, and focused on building a strong foundation.

Contact Info:

• Website: https://zelenatravel.com
• Instagram: @michellezelena

Image Credits

they are mine!