houston innovators podcast episode 104

Innovative travel adviser talks Houston tech and advice for female founders

Sarah Groen, travel entrepreneur and longtime Houston tech ecosystem member, joins the Houston Innovators Podcast. Photo courtesy of Bell and Bly Travel

When the pandemic hit, it's safe to say that everyone in the travel industry panicked. Sarah Groen, who founded her company Bell and Bly Travel in 2017, caters her expertise to planning luxury travel experiences, and she didn't want her clients to forget about her expertise as the uncertainty of the pandemic continued. So, she got creative.

"Every single client who had a trip canceled, we sent them a digital package to help them feel like they were traveling," Groen says on this week's episode of the Houston Innovators Podcast. For example, if a client's trip to Italy canceled, Groen and her staff provided links to recipes of Italian dishes, virtual museum tours, and more.

"We didn't make money on that," Groen says. "We spent money to be able to have the bandwidth to be able to do that for our clients."

It's during this time thar Groen also launched her podcast, Luxury Travel Insider, where she gathers experts to discuss destinations.

It's these innovative endeavors that put Groen and Bell and Bly Travel on the map for Virtuoso's award — which Groen describes as the Oscars of the travel industry. She took home the title of "most innovative travel advisor" at the 2021 awards.

"During COVID, a lot of businesses either shutdown or took a pause, but we accelerated," Groen says.

The award is incredibly special to Groen she says especially to her background in tech. A native Houstonian, Groen went to the West Coast for her education. Despite loving her hometown, she says she returned kicking and screaming because she wanted to do something entrepreneurial, and Houston didn't yet have much to speak of in terms of a startup ecosystem.

So, like any good entrepreneur who sees a need in the market, she did it herself and co-founded Surge, an energy-focused accelerator. But it was a struggle to get momentum.

"But at that time, we couldn't even get the mayor to pay attention to us. We had people applying to our program and moving their companies from other cities and countries in some cases," Groen says. "But I think Surge starting was a big turning point."

Surge — which was co-founded by Kirk Coburn, who now is the investment director for Shell Ventures — officially shut down in 2016.

But things have changed within the Houston innovation ecosystem, and Groen discusses the transformation as she's observed it on the show. She also gives some strategic advice for founders — like trusting your gut and reading the signs when it comes to product-market fit — on the podcast. Listen to the full interview below — or wherever you stream your podcasts — and subscribe for weekly episodes.


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Guess what, Houston innovators. Tickets to this year's Houston Innovation Awards are on sale now. Graphic via InnovationMap

You can now buy tickets to the 2023 Houston Innovation Awards on November 8 — but the deadline to nominate deserving individuals and companies for the prestigious awards is just a few days away.

Tickets are available online for the awards event taking place at Silver Street Studios, and InnovationMap has a few options to choose from. Individual tickets are on sale for $80, with a special founder price of $40 available. This year, individual tickets will have seating at a first come, first served basis, but attendees are also able to opt into a reserved table of 10 for $1,000. Sponsors, judges, and finalists and their guests will receive complimentary tickets.

The nomination period for the annual awards is coming to a close next week on Tuesday, September 19. Click here to read about this year's awards categories.The process includes submitting nominations on behalf of yourself or others, and next week, nominees will be sent an application that will be due October 4. A panel of judges will review the applications and finalists will be announced and notified ahead of the event.

If you are interested in joining our partners, which include The Ion, Uncle Nearest Premium Whiskey, Tito’s Handmade Vodka, and more, in sponsoring this event, please reach out to misti@gowmedia.com.

Secure your Houston Innovation Awards tickets now.

Submit a nomination before it's too late!

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