Carmen Holley

So nice to meet you! First off, what’s your name? Tell our readers a bit about yourself—where you’re from originally and where you live now.

It’s so nice to meet you as well! My name is Carmen Holley. I’m originally from Spartanburg, and I’m now based in Batesburg, South Carolina. I’m an artist, longtime art educator, and the owner of Sweet Magnolia Travel. Much of my life’s work has centered on creativity, meaningful experiences, and encouraging others to see new possibilities—whether through art, education, travel, or speaking.

Tell us one thing you love about where you live now?

One thing I love about living in Batesburg, South Carolina, is the strong sense of community. It has the warmth and familiarity of a small town, while still being close enough to Columbia and other areas to enjoy new experiences. It is a place where relationships matter, and that sense of connection means a great deal to me.

Tell us a little bit more about what your company does and how it started? How does it help your customers?

I started Sweet Magnolia Travel in 2016 with a friend because we both shared a love of travel. Over time, the business became my own, and I continued building it around my passion for helping others experience the world.

Sweet Magnolia Travel takes the stress and uncertainty out of planning by helping clients sort through the many choices involved in a trip. I handle the research and details so they can feel confident in their decisions and focus on enjoying the experience. My goal is to make travel planning feel personal, manageable, and exciting from beginning to end.

If someone wants to start a business, what advice would you give them?

My advice is to start with something you genuinely care about and be clear about the problem your business will solve for others. You do not have to have every detail figured out before you begin, but you do need to be dependable, willing to learn, and consistent. Listen to your customers, build relationships, and be prepared to adjust as you discover what works. Most importantly, do not let the fear of starting imperfectly keep you from starting at all.

What was one feedback from a happy customer/client that you won't forget about?

I’m grateful for the feedback I receive from every client, but one experience that stands out involved a newlywed couple who did not think a honeymoon in Jamaica was within their budget. By using my industry knowledge and experience, I was able to help them stay at Excellence Oyster Bay. Hearing how happy and grateful they were reminded me that my work is about more than booking a trip—it is about helping people experience moments they may not have believed were possible.

Where do you see your company in the future?

In the future, I would love for Sweet Magnolia Travel to focus even more on group trips that bring families and friends together. My goal is to host at least one special group journey each year for the foreseeable future, creating experiences that allow people to explore new places while making lasting memories together. I’m especially excited about our group trip to Greece in 2027 and hope it will be the beginning of many more shared adventures.

What is the biggest misconception about your industry?

One of the biggest misconceptions about the travel industry is that working with a travel advisor is unnecessary because everything can be booked online. While travelers have access to more information than ever, sorting through countless options can be overwhelming and time-consuming. A travel advisor offers experience, personalized guidance, attention to detail, and support when plans change. The value is not simply in making a reservation—it is in helping clients make informed choices and travel with greater confidence.

What has been one of your biggest struggle building your business and how did you deal with it?

One of my greatest challenges came early in the business when my original partner and I had a serious disagreement over profits and ownership of the logo I had created. It was a difficult experience, but I stood up for my work and chose to move forward independently. It taught me the importance of documenting contributions, establishing clear written agreements, and defining financial and creative ownership from the very beginning. Although the experience was painful, it ultimately made me a stronger and more confident business owner.

Any shoutouts you want to make?

I would love to give a special shoutout to my sub-agents, Laura Morrison, Kimberlee Askew, and Leah Shackleford. Their support and enthusiasm have helped make this journey so much fun, and I’m truly grateful to have them as part of Sweet Magnolia Travel.

Where can our readers learn more about you and your company?

Readers can learn more about Sweet Magnolia Travel by visiting sweetmagnoliatravel.com or following us on Instagram at @sweetmagnoliatravel. They may also contact me directly at carmen.holley@sweetmagnoliatravel.com.