A Cunard® voyage is more than exploring incredible ports of call, it is a journey filled with endless opportunities. With wide-open spaces and enriching experiences, invite your clients to unwind, escape the everyday, and experience the world with Cunard.
White Star Service.™ Service and attention to detail which goes above and beyond expectations –with one crew member for every two guests.
Endless entertainment.
An opportunity to get up close and personal with inspiring speakers and leading performers from around the world.
Escape to uncrowded spaces. Cunard ships offer more space per guest than other ships of a similar size.
Why Cunard?
Iconic journeys.
From the historic charm of the Mediterranean to iconic Transatlantic Crossings or Full World Voyages on world-famous liners.
Freedom of choice.
The opportunity to dress up and dine in style or to relax in more casual surroundings.
Signature Cunard experiences. Guests are invited to experience everything from our famous Afternoon Tea to our spectacular Gala Evenings.
Unique Event Voyages.
Such as Literature Festival at Sea, in partnership with Cheltenham Literature Festival and London Theatre at Sea in partnership with Society of London Theatre and the Olivier Awards.
Time for your clients.
Guests can enjoy the view, relax with a book, or learn to mix cocktails, paint or dance. It’s entirely their choice.
All-inclusive resorts ideal for families, groups of friends and couples. We Have It All.
>> Departments
9. PRESIDENT’S NOTE
Insights from John Ische, president of Trisept Solutions.
10. EDITOR’S NOTE
Find inspiration in the seasons and start something new this spring.
14. TRUE NORTH
This quarter’s most important news for advisors.
17. CONVERSATIONS
What is the number one tool that helped you grow your business?
18. BY THE WAY (A PSA)
These policy updates could impact advisors and their businesses.
20. HOW I CARRY ON
How knowing a little bit about a lot of things laid the groundwork for Greg Takehara’s 34-year career.
22. TAKING OFF
Meet Lori Gold, founder of “The Resorts of the Riviera Maya.”
24. THE RIGHT DIRECTION
Tourism Cares’ mission is to be the changemaker of the tourism industry.
26. TECH TO KNOW
Is biometrics technology the future of air travel?
80. BREAKOUT SESSION
Advisors and industry figures share how they evaluate which events to attend.
82. DESTINATION NEXT
Natural wonders and local attractions make the Canary Islands a must-visit destination.
84. YESTERDAY’S NEWS
Discover how air travel is becoming more convenient for jet setters.
86. ASK MAXWELL
Our beloved flippered friend answers your VAX questions.
89. CROSSWORD
Test your knowledge of these business buzzwords.
90. ONE FOR THE ROAD
Wisdom to take with you till next time.
30. THE YEAR OF ADVENTURE
Bucket list trips, hidden gems and cultural locales are top trends in 2023.
36. WORKING ACROSS GENERATIONS
Travel advisors from all generations and backgrounds have something to offer.
40. NEW CRUISE LINE POLICIES ARE IMPACTING ADVISORS
Learn how NCF policies work, what will change and what the industry is saying.
46. ONCE-IN-A-LIFETIME SUMMER GETAWAYS
Help travelers dream big this summer with these bucket list destinations.
56. TO THE ENDS OF THE EARTH: A GUIDE TO EXPEDITION CRUISES
Encourage travelers to channel their inner explorer with small ship sailings.
64. THE POWER OF NETWORKING
Creating and growing relationships in the travel industry is key to increasing business.
68. YOUR GUIDE TO LOCAL HAWAI‘I
How one of the world’s most-visited destinations is leaning into preservation and voluntourism.
74. HOW TO USE CRM SOFTWARE TO GROW YOUR BUSINESS
Keep your industry relationships strong with the right CRM platform.
Director, Operations and Marketing – Sarah Kneisler
Advertising Product Specialist – Kati Kohler
Advertising Coordinator – Rowanna Bailey
Data & Analytics – Luke Ische
Manager, Digital Marketing – Ashley Perego
Advertising Producer – Kyle Krause
CHIEF EXECUTIVE OFFICER
Steve Zepezauer
CHIEF REVENUE OFFICER
Scott Sanchez
DIRECTOR OF OPERATIONS
Tiffany Thompson
PUBLISHED BY
EDITORIAL DIRECTOR
Justine Amodeo
CREATIVE & MARKETING DIRECTOR
Tracy Powell
PRODUCTION MANAGER
Tina Leydecker
SALES/MEDIA PRODUCTION COORDINATOR
Taryn Metkovich
The title of an article in this issue, “To the Ends of the Earth: A Guide to Expedition Cruises,” caught my attention and got me thinking about the evolution of the travel advisor.
Traveling “to the ends of the Earth” isn’t the most pleasant way to travel. You occasionally cross choppy waters, travel down bumpy roads and sometimes need to change the course of the path entirely.
If you think about the travel industry over the years, advisors have faced this same type of unchartered waters. In the late 90s, airlines eliminated commissions, which was a huge blow to travel advisors. After the 9/11 attacks, people stopped traveling, and pundits commented that travel advisors had made the worst career choice anyone could make. Added with the COVID-19 pandemic, some advisors felt like throwing in the towel completely.
One similarity after each setback is that advisors always end up coming out the other side better, stronger and more focused on their customer. The value of their expertise shines through, and they’re able to create incredible vacation experiences. Now, more than ever, consumers are recognizing the importance of booking travel with an advisor.
Each of these situations over the years has created new opportunity and growth. Travel advisors have always been able to adapt, learn and grow along the way, and when they come out of these hardships on the other side, their career is elevated and more rewarding than ever.
On VAX, we’re seeing that the travel advisor
industry tenure spans more than three decades.
community is still healthy and even growing each month. We have already seen 856 new agencies join the marketplace as of February 28 this year. Advisors have been visiting the site often; we see traffic up 14.5% compared to the same time last year, and they are spending time exploring by visiting an average of 10.4 pages per visit.
Even if an expedition cruise traverses through rough patches, the final destination is always worth the journey. Travel advisors have shown their resilience time and time again. Every time they face a setback in the industry, they’ve pivoted and come out better on the other side — and it’s always worth the journey.
John Ische PRESIDENT, TRISEPT SOLUTIONS
John’s
There’s something about spring that releases a sense of renewed energy into the atmosphere, especially here in the Midwest.
As the snow melts away, grass begins to find its green color again, and the plants start to peek through the ground eyeing up their summer residence. In addition to the warmer temps and sunnier skies, spring always feels like an ideal time to start something new.
As a travel advisor, it’s a perfect time to take a deeper look at your business. The new year is in full swing, but there is a lot of time remaining to make it a momentous year. Reviewing how the first few months have gone is a great way to set the rest of the year up for success.
Are there new training opportunities you should be taking advantage of? New programs to implement that could make your life easier? A new business practice you’ve been meaning to try out since you heard about it at the last conference you attended?
Our theme for this issue of The Compass magazine is Travel Advisor Growth, and we’ve compiled a handful of topics we’re hoping can be beneficial for you. Readers will see what’s trending in travel this year, learn about the power of relationship building and discover how to use CRM software to increase business.
In this issue, advisors will also meet Lori Gold, the travel professional who created The Resorts of the Riviera Maya Facebook group (which has proven to be a highly in-demand tool for travel advisors), as well as Greg Takehara, the CEO of Tourism Cares. You’ll see how knowing a little bit about a lot of things laid the foundation for his 34-year career.
We also have a special treat for you — we’re
“We’re
Codie Liermann MANAGING EDITOR CODIE AIMS TO DELIVER VALUABLE CONTENT TO TRAVEL ADVISORS
excited to announce the magazine’s newest department: The Right Direction. This new department focuses on all the good things happening around the industry that help it move in the right direction. To kick off this new section, we’ve chosen to feature Tourism Cares, and we couldn’t think of a better fit. This non-profit organization is known for bringing together all sectors of the industry to create positive change.
We’re hoping there’s an effective best practice or two for you to take away from this issue, and at the very least, reading it should give you a renewed sense of motivation heading into the rest of the year. Cheers to your continued success.
excited to announce the magazine’s newest department: The Right Direction.”
CONTRIBUTORS
JENNA BUEGE
Senior Editor for VAX VacationAccess and world explorer, Jenna loves writing about all things travel. When she’s not busy creating content, she spends her time exploring the great outdoors, cuddling with her two black cats and researching her next big (sometimes strange) adventure.
BETH KITZMAN
With over 20 years of experience in the travel industry, beginning with Walt Disney World, then working for airlines and now focusing on travel technology, Beth Kitzman loves using her education degree to find ways to educate and empower travel agents to grow their leisure travel business.
LESLIE LANG
Leslie Lang is a Hawai’i-based writer who writes about technology as well as the Hawaiian Islands. Her latest book, “What Would Our Kupuna Do?: And What We Can Do For Future Generations” is co-written with Richard Ha and available on Amazon.
ERIN ZILIS
Erin Zilis is a California-based editor and writer who has launched and managed consumer and B2B content marketing programs for a wide variety of brands in the travel, retail, hospitality, non-profit, real estate, gaming, healthcare and finance sectors. Her stories have appeared in print and digital magazines in the U.S. and abroad.
ROSSILYNNE SKENA CULGAN
Rossilynne Skena Culgan is a journalist and author whose writing can be found in Saveur Magazine, Atlas Obscura, Thrillist, Google Arts & Culture and the Pittsburgh Post-Gazette. She’s the author of the travel guidebook “100 Things to Do in Pittsburgh Before You Die” and is currently writing a Pittsburgh history book. A Pittsburgh native, she now lives in New York City. No matter where she travels, she’s always keeping her eyes peeled for vintage signage.
Thank you to our talented writers for your creativity, which helps bring The Compass to life each issue.
REACH NEW PEAKS WITH HIGHER COMMISSIONS
Travel agents earn more with Norwegian’s all-inclusive Free At Sea
Why have your clients stay land-locked in a resort when they can visit several incredible and exotic destinations around the world effortlessly on a single trip? When you sell your clients a cruise with Norwegian, you’re earning a higher commission because Norwegian’s Free At Sea offers are included in your clients’ cruise fare. So, you’re earning commission on items like Free Airfare^, Free Unlimited Open Bar, Free Specialty Dining and more. Plus, Norwegian is now paying commission on NCFs! When you combine the Free At Sea offer, along with Free entertainment, youth programs and many other amenities, it doesn’t get any better for you, your clients and your business.
Stay the course on these big issues.
WORDS / JENNA BUEGE
FRENCH POLYNESIA’S NEW SUSTAINABLE TOURISM PLAN
French Polynesia plans to begin capping its annual tourist numbers as part of its five-year “Fāri’ira’a Manihini 2027” sustainability initiative. The strategic mission will allow 280,000 foreign tourists each year, a one-to-one ratio of tourists per local resident. Home to several popular travel destinations — Bora Bora, Moorea and Tahiti — the country recognizes the importance of tourism, noting that it hopes that the new initiative will bring a more thoughtful kind of tourism to the region.
Deadline for REAL ID Extended
Procrastinators rejoice — the REAL ID deadline for U.S. air travel has been extended into 2025. As with many things in the travel industry, the ongoing impact of the COVID-19 pandemic is to blame for the delay in the nationwide rollout. Once the new deadline is here, U.S. travelers ages 18+ will be required to present a REAL ID-compliant driver’s license or other state photo ID for domestic flights.
TSA PRECHECK NOW COSTS LESS
Frequent travelers will be happy to learn that TSA PreCheck dropped its prices for enrollment and in-person renewal. Previously listed as $85, both services will now cost $78, making the membership a smidge more affordable for those hoping to breeze past long airport security lines. Memberships can also be renewed online for just $70.
2023 NATIONAL PARK FREE DAYS
Mark your calendars: The National Park Service is waiving entrance fees for five days in 2023.
While the first free day on Jan. 16 (Martin Luther King Jr.’s Birthday) has come and gone, travelers can still enjoy complimentary access to the nation’s 400+ parks on Apr. 22 (the first day of National Park Week), Aug. 4 (the Anniversary of the Great American Outdoors Act), Sept. 23 (National Public Lands Day) and Nov. 11 (Veteran’s Day).
Amtrak Updates Trains and Amenities
Beginning in 2026, Amtrak travelers will notice some swanky updates as the company begins the rollout of its new line of Amtrak Airo trains. Complete with several shiny new bells and whistles, the new trains will feature dedicated outlets, USB ports, onboard Wi-Fi, more spacious seating and remodeled cafe cars to improve passenger comfort and satisfaction. Additionally, the new trains will be faster (reaching a top speed of 125 mph) and will feature touchless restroom controls and enhanced lighting.
MSC CRUISES EYES TEXAS HOMEPORT
In late 2022, MSC Cruises signed a non-binding memorandum of understanding with the Port of Galveston outlining potential plans for a new terminal at piers 16 to 18. The Texas port would be the cruise line’s fourth in the U.S. and, if executed, would represent a big step in the Switzerland-based company’s expansion to North America. There is no proposed launch date for the project at this time.
Greenspace in NYC
Fifth Avenue is slated to look a whole lot greener in coming years thanks to a new vision plan that will focus on reimagining the space to include new plantings, improved lighting and expanded sidewalks. The project will take place near the Rockefeller Center area (between 42nd St. and 59th St.) — a region famous for its shopping and tourism — in hopes to make NYC “safer, fairer and more prosperous,” according to Mayor Eric Adams.
WE ASKED: WHAT IS THE NUMBER ONE TOOL THAT HELPED YOU GROW YOUR BUSINESS?
WORDS / BETH KITZMAN
Bryan Overmann
TRAVEL ADVISOR AND OWNER OF GETAWAY TRAVEL COMPANY IN MO
FACEBOOK facebook.com/
GetawayTravelCompany
“My number one tool that helps me manage and grow my business is my CRM — hands down! The majority of my business comes from referrals, so it is important for me to stay in touch with my clients by sending out monthly newsletters and travel offers.
This way when my clients are in casual conversation about travel with their friends or co-workers, they can reply, ‘Hey, I know a guy!’ Also, an added bonus is that it allows me to stay organized while managing their bookings by sending out invoices and payment reminders.”
Noelia Gisbert
PRESIDENT AND CEO
OF
PROFICIENT
TRAVEL INC IN FL
WEBSITE proficienttravelinc.com
“I truly believe that one of the most important tools travel advisors possess is knowledge. Experiencing and learning firsthand about a destination, cruise, hotel, product, etc. is the most important factor in preparing our clients’ trips. We at Proficient Travel are constantly educating ourselves because even if we have been in this industry for a long time, there is always something to learn. Of course, this knowledge works hand in hand with the tools and system I have set up. Having a working flow system that incorporates several tools such as VAX VacationAccess for making reservations, VacationCRM for maintaining client data and an accounting system such as Trams to have control of finances is crucial to our growth. It helps us keep organized and manage our time properly.”
Suzanne Wilson Davis CHIEF MEMORY MAKER AT SWD TRAVEL ADVISORS IN
TX
WEBSITE swdtraveladvisors.com
FACEBOOK facebook.com/swdtraveladvisors
“My host agency offers a plethora of tools that aid in growing my business — great marketing programs, innovative tech tools and an invested support team. However, there is one element of being a Cruise Planner agent that has assisted my growth more than anything — other CPers. My fellow agents are second to none. There’s a wealth of knowledge from advisors ready and willing to provide recommendations. This coupled with my go-to agents for suggestions about selling techniques, cruise lines and tour operators has helped my business flourish. Experienced agents freely share what has and has not worked for them, even offering how I can replicate their tactics. Simply put, more experienced agents have helped me grow as an agent and my business blossom.”
Jennifer Stevens
SENIOR AGENT AT NEVER GROW UP VACATIONS IN PA
WEBSITE nevergrowupvacations.com
FACEBOOK facebook.com/JentheTravelPro
“The number one tool that has helped to grow my business has been social media. Reaching potential clients where they spend their time is important, and with the ever-expanding platforms to discover and use, it greatly increases my ability to reach people looking for an expert in the field. It also allows me to showcase my personal experience with the destinations, resorts and experiences that I recommend to clients as I can post my own photos and videos from my own travels. It bolsters my credibility, experience and expertise, which is the value in using a travel agent in this age of the internet.”
POLICY UPDATE: WHAT ADVISORS SHOULD KNOW FOR 2023
New proposals could impact travel advisors and their businesses.
WORDS / KATE SMITH
Several proposals that will impact travel advisors are being considered by the departments of transportation and labor (DOT and DOL). Here’s what you need to know.
• Two of the proposals under consideration from the DOT would require airlines to provide enhanced disclosures around refunds and ancillary fees.
• The DOL is considering a proposal that would return the definition of independent contractor to the one used during the Obama administration and could provide clarity for travel advisors.
The American Society of Travel Advisors (ASTA) is pushing for changes to several of the proposals. The goal of these efforts is to make it easier for travel advisors to service clients.
“Travel advisors face competition in every direction, from suppliers trying to drive direct bookings to the do-it-yourself narrative we see so often in the media to online players,” said Eben Peck, executive vice president of advocacy for ASTA. “The last thing they need is the government putting up additional barriers to success. On each of these proposals, we have a strong case for regulators to do what we’re suggesting and are cautiously optimistic that we’ll be able to live with the final outcome.”
DEFINITIONS AND DISCLOSURES
The proposed refund rule from the DOT would make it easier for passengers to get refunds if their tickets have been “significantly changed” and they are unable to fly.
Types of significant changes include the following:
• The departure and/or arrival times of a flight being delayed by three hours or more for a domestic flight or six hours or more for an international flight
• Changes to the departure or arrival airport
• Added stops within a trip
• A significant downgrade in plane amenities
ASTA is working to make sure travel advisors aren’t responsible for paying these refunds and that they come from the carriers. A decision is expected in early 2023. A second DOT proposal would add clarity around ancillary fees charged by airlines. Under the proposal, certain fees, such as
those for checked or carry-on baggage, would need to be disclosed at all points of sale and through ticket agents. The rule would also make it easier for parents of small children to buy seats together. This proposal could be helpful to travel advisors, as they would have more information to share with passengers before booking.
ASTA is pushing the DOT to take a closer look at the language of both proposals so that the responsibility lies with carriers and not with travel advisors.
“There are some elements that would be harmful — being forced to issue refunds to clients out of pocket while the airline holds the funds first among them,” said Peck. “Our goal as the national trade association for travel advisors is to convince the DOT to keep the
good and ditch the bad before the final regulations come out, likely in the second half of the year.”
UPDATES TO LABOR RULES
Last year’s Notice of Proposed Rulemaking to the Fair Labor Standards Act put pressure on companies to make sure that employee classifications were correct and that independent contractors weren’t being treated as employees without receiving the benefits of being one. Shortly thereafter, the DOL released its own proposed interpretive guideline design to set clear definitions of who is an employee and who is an independent contractor.
“Given how many small businesses we have in our part of the industry, labor issues are
always challenging,” Peck said.
He adds that this proposal isn’t a game changer for travel advisors and would put definitions back to where they were under President Obama. Any effort to go further would likely face a hurdle in the Republican-controlled House of Representatives. Still, Peck notes it’s important to watch for other proposals in the future.
“Beyond independent contractors, we are expecting a DOL proposal to expand the pool of employees entitled to overtime pay in the coming months and, at the state level, we are watching for state proposals like we saw in California in 2019 to make it almost impossible for agencies to engage independent contractors,” said Peck.
MARK VAN SCYOC/SHUTTERSTOCK.COM
FROM GENERAL COUNSEL TO CEO — A FULL CIRCLE JOURNEY
Here’s how knowing a little bit about a lot of things laid the groundwork for Greg Takehara’s 34-year career.
WORDS / JENNA BUEGE
In 1988, Greg Takehara was a fresh law school grad ready to kickstart his career. Not quite sure if private practice would be the right fit, the trajectory of his life changed forever when an old friend presented him with an incredible opportunity: a job in travel and tourism.
LEARNING THE ROPES
At first, Takehara was skeptical: “I said, ‘what could I possibly provide to The Mark Travel Corporation?’” However, The Mark Travel Corporation — a Milwaukee-based
tour operator — was still growing, and with that came meetings with lawyers and confusing legal jargon. Takehara’s friend explained that the company could benefit from somebody who could work with attorneys and talk the legal language. “I said, ‘wow, I think I can do that!’”
And so, he did. He learned the ins and outs of the business firsthand, negotiating leases for agencies, implementing a consumer protection plan and representing The Mark Travel Corporation at USTOA’s annual conference. “Getting the
opportunity to meet with all different types of suppliers, other active members and really learning the business, that was just invaluable to me,” said Takehara.
“You had to be a very good generalist; you had to know a little bit about a lot of things, and that suited my talents well,” said Takehara. “When I think about a legal career, there are a lot of people who specialize in one particular area day in and day out. And what I loved about my job at Mark Travel Corporation was that it was something different every day … I think it formed the basis of really giving me a toolkit to move forward in my career.”
After The Mark Travel Corporation, Takehara transitioned to managing a professional liability program for an insurance company. The change felt natural. “I had the chance to represent The Mark Travel Corporation, now I got to represent the interest of tour operators at large,” said Takehara. “In my current role with Tourism Cares, I often say that, in a sense, I’m doing the same thing; I’m representing the interest of the travel and tourism industry at large.”
TOURISM CARES IS BORN
In 2003, Takehara was living in New York City. It was a post-9/11 world and travel was in a period of recovery. “There was a lot
of uncertainty about the future of travel and tourism, and we were coming together as an industry,” said Takehara. During this time, Takehara was involved with several associations including USTOA, NTA and ASTA when the three organizations came together to form Tourism Cares. “President Bush made a call to action to the American people to engage in volunteerism, and that kind of became the mantra for Tourism Cares to really bring these industry associations together and to work under the banner of volunteerism to create a greater impact together.”
In the following days, Tourism Cares hosted its first-ever clean-up event at Ellis Island, connecting over 300 travel and tourism professionals. “Ellis Island was a far different place than what it is now,” said Takehara. “It was in dire need of a lot of elbow grease, and we rolled up our sleeves and provided that elbow grease. We essentially did the work in a couple of days that would have probably taken the National Park Service several months, perhaps even a year to do. It showed the collective impact of what an industry can do when it comes together.”
It was that same day that something clicked. “I have to admit, I had a bit of an epiphany,” said Takehara. “I remember thinking that I loved everything about what we were doing and that I was going to always be very committed to Tourism Cares because, to me, it was very gratifying to give back to the industry that gave me my livelihood. … Sometimes they say there’s no such thing as coincidence, and here I am, I get to work for this wonderful organization.”
LOOKING TO THE FUTURE
Fast forward to 2023 — Takehara is the CEO of Tourism Cares, and the organization is over 200 members strong. The nonprofit continues to bring travel professionals together to put the people and places of travel first and is celebrating a big milestone this year. “Ellis Island was 2003, so we are entering our 20th year,” said Takehara. “As in the case of any type of pinnacle anniversary, there’s a lot of reflection back; there’s a lot of celebration of our legacy, but, similarly, when you think
about the 20 years gone by, you think about the 20 years ahead of us.”
And as the leadership at Tourism Cares focuses on the next 20 years, sustainability is a key issue. “Sustainability remains a very big word for a lot of people and one that’s not so easy to grasp,” said Takehara. “If you’re early on in your sustainability journey, one of the wonderful things about Tourism Cares is we have so many (people) in our membership, in our community that have been down this road and have been working very hard on the sustainability front.”
That means advisors don’t need to reinvent the wheel, as Tourism Cares can help share resources and best practices, make introductions and inspire them to join in with the industry at large. “I continue to maintain the importance of the travel advisor,” said Takehara. “People are starting to think about traveling more responsibly and more meaningfully, and the travel advisor can be a great guide for them in terms of advising them.”
And, as Takehara remembers his past and looks to the future, one thing is certain: his adoration for travel and tourism is stronger than ever. “It excites me that I get to work in this industry,” said Takehara. “Going back to 1988, so that’s 34 years, I really get to use every bit of everything that I’ve learned to try to help the industry move forward in a positive way. That will never stop exciting me.”
WHAT’S IN GREG’S CARRY ON?
“Magazines like The Compass,” said Takehara. “I love hard copy magazines, but I always carry my iPad too. Magazines would be my number one carry-on item because I love the fact that they aren’t a true commitment like a book. And, as we addressed, that kind of generalist nature of the jobs I’ve had, I like to try to absorb as much as I possibly can about a lot of different things; that’s something you can do with a magazine.”
THE MASTERMIND BEHIND THE RESORTS OF THE RIVIERA MAYA
Lori Gold combines her passion for helping and educating travel advisors with her love of supporting the Riviera Maya area.
WORDS / CODIE LIERMANN / PHOTOS COURTESY OF LORI GOLD
If you would have asked Canadian travel professional Lori Gold where she saw herself in 15 years at the start of her career, her answer and the reality of where she is now might not have lined up. She has navigated unexpected twists and turns over the past few years and has not only rolled with the punches but has poured her passion into a new calling she didn’t quite know she had.
Gold began working at a travel agency in Canada while she was still in school and has been working in the travel industry ever since. She was living in Riviera Maya when the pandemic hit in 2020, and since Mexico was one of the first and only places open without restrictions after the shutdown, she began doing site inspections at various resorts and taking notes on the new procedures.
After feeling as if she was spamming different groups with her updates, Gold decided to create her own Facebook group to house this information — and it soon became a crucial resource for travel advisors. Gold attributes the group’s early success to the fact that people were “forced” to sell Mexico since it was one of the only places welcoming tourists.
“You have all these agents that were previously selling cruises, Disney, Europe, Asia, whatever the case might be, that needed to learn how to sell Mexico,” Gold said. “And this area of Mexico, in particular, has over 170 resorts. So, there’s a lot to navigate if you have no idea what you’re doing.”
Her Facebook group, “The Resorts of the Riviera Maya,” took off running, along with a host of tools and resources for advisors to utilize. She quickly realized there was a need for educational materials on this destination and decided to take on the task of producing them.
“I created a class all about the destination, basically going from the start of the destination in Costa Mujeres and traveling down the areas until Tulum, touching on the
three islands,” said Gold. In each area, she’d talk about the top resorts, best things to do, beaches, cenotes, excursion options, tipping and more.
The initial masterclass was well received so she surveyed her Facebook group to see what else they were looking for. This led to the creation of other classes including “Tulum Masterclass,” “Excursions and Tours” and “Everything Xcaret,” among others. She also
JOIN THE RESORTS OF THE RIVIERA MAYA FACEBOOK GROUP: facebook.com/groups/ theresortsoftherivieramaya
BECOME A RIVIERA MAYA INSIDER WITH MEXPERTS: exploremoremexico.com/membership
FOLLOW ALONG WITH LORI GOLD’S ADVENTURES ON INSTAGRAM:
@explorewithlor
creates guides that advisors can share with their clients.
“My stuff is completely unbiased, factual information about the destination with the whole goal of helping agents so that they feel more confident in selling,” said Gold.
In addition to showing up daily in her Facebook group (which currently has more than 15,000 members), Gold has also created a yearly Mexperts membership, where advisors have access to even more resources including photo and video content they can use on their social media pages, free webinars, discounts on masterclasses and more.
Gold has found over the years that having a niche as a travel professional helps to grow business. “If you really have a specific niche that you’re known for, that will definitely bring business,” she said. “And just knowing more than everyone else about that, it really gives you sort of an edge.”
In addition to finding a niche, Gold explains that success follows when you focus on serving the people and making sure what you’re doing is something you’re passionate about — when your passion is obvious, it’s contagious, and it makes people want to work with you.
For Gold, that is most definitely the case: “I’m passionate about the destination, about people coming here and experiencing it, about agents selling it, about locals’ lives being changed from agents and clients coming here, so the passion for this area runs deep.”
TOURISM CARES
This non-profit’s mission is to be the changemaker of the tourism industry.
WORDS / CODIE LIERMANN
What if there was an organization that brought together all segments of the travel industry with the goal of working together to create change and make a positive impact? Luckily for our industry, there is. It’s called Tourism Cares.
A non-profit organization, Tourism Cares is not only dedicated to the survival of the tourism industry but also to making it a better place. The company allows like-minded people and places to work together through uniting, inspiring and amplifying.
According to Tourism Cares CEO Greg
Takehara, the company often describes itself by saying, “We are the people and places of travel, dedicated to the people and places of travel.” From assisting with disaster relief efforts around the world to hosting networking opportunities, Tourism Cares focuses on bringing the industry together in order to make a positive change.
“We’re really fortunate to be that one collective within the industry that kind of brings the whole industry together to really help to do good within the industry,” said Takehara, adding that a lot of what they do has a focus around sustainability and
diversity, equity and inclusion.
For example, during the Tourism Cares for South Florida program in 2018, volunteers spent time cleaning and rebuilding in several different ways in order to help relieve some of the effects of the recent hurricane. Along the way, volunteers learned all about the important role coral plays in the ecosystem.
Through the organization’s Meaningful Travel Summits, industry professionals have the chance to participate in events that combine education, service and social enterprise development. The opportunity for industry networking is sprinkled as well. Tourism
Tourism Cares volunteers support a small farm cooperative in Puerto Rico.
WHO IS TOURISM CARES?
From assisting with disaster relief efforts around the world to hosting networking opportunities, Tourism Cares brings the industry together in order to make a positive change.
HOW CAN ADVISORS GET INVOLVED?
Travel advisors can get involved by attending a summit, donating, utilizing the Meaningful Travel Maps or joining the more than 160 companies by becoming a member.
Tourism Cares supported non-profits and social enterprises in Puerto Rico after Hurricane Maria, granting organizations like World Central Kitchen and CMTAS Yauco with grants to enhance food security across the island.
Cares has also created the Meaningful Travel Map, which is a tool travel advisors can use to find vetted, authentic products to offer their clients in destinations around the globe.
Takehara enjoys how Tourism Cares is an activator when it comes to the work the organization does, especially in the area of sustainability. And more importantly, they are relatable. “It’s exciting because if I’m talking about climate change, for instance, I’m not a scientist, I’m just another travel and tourism person talking to the travel and tourism industry,” he said. “I love what we do because we’re relatable and we represent the industry.”
Tourism Cares use to focus mainly on a corporate model for membership, which sometimes made it difficult for travel advisors to join on their own if their host or agency wasn’t a member. This changed a few years ago. After realizing several advisors were working independently yet held a strong desire to be connected to Tourism Cares, the organization decided to offer a $99 annual professional membership which allows travel professionals to join individually.
“I think it’s really helpful for the travel advisor community which tends to be a
very large community that often can be working independently or aren’t really clear how they can connect with Tourism Cares,” Takehara said.
Tourism Cares is celebrating 20 years in 2023, and while a lot has been accomplished in those 20 years, there is still a lot of work to do. For Takehara, looking ahead to the future is exciting since this is not only one of his passions, but a passion for many in the travel industry: “This is our livelihood; this is what we do; this is what we love to do, and therefore, we need to work together to ensure that we have a positive future.”
Communities connect with travelers during the experience day at Tourism Cares with Colombia.
Tourism Cares supports small businesses doing incredible things, like Eagle Wing Tours in Victoria, BC, by helping to expand their impact by connecting them to the travel trade through its Meaningful Travel Map.
BIOMETRICS TECHNOLOGY: THE FUTURE OF AIR TRAVEL?
This futuristic scene could become the norm across U.S. airports.
WORDS / JENNA BUEGE
Defined as “the process by which a person’s unique physical and other traits are detected and recorded by an electronic device or system as a means of confirming identity,” biometrics such as iris scanning and fingerprinting are no strangers to the travelsphere. In fact, the sci-fi-like technology has played a particularly important role in air travel and has been praised for its ability to increase security and maximize efficiency in moving travelers through
an airport. And, as the technology continues to evolve, the next phase in biometrics is particularly futuristic: facial recognition. However, despite its proven pros, airports’ testing of and hopes to eventually integrate facial recognition into everyday use have not been met without criticism amongst fears of accuracy and privacy violations. Here’s what you need to know about the latest biometrics technology, and where the future of air travel might go from here.
PROS AND CONS
From security and bag drops to boarding and Global Entry, biometrics make just about every step of the air travel process faster. But just how fast are we talking exactly? According to a 2022 test run by multinational technology company Vision-Box, its biometric boarding technology can successfully move 400 people in 20 minutes — about half the normal boarding time for a similarly sized group. Additionally, this technology makes flying
safer too, with the TSA stating that biometric recognition capabilities make domestic flights more secure by increasing the accuracy and reliability of passenger identity verification. And, as an added bonus, the use of biometrics enables TSA to automate parts of current manual procedures to allow professional screening personnel to focus more closely on their area of expertise. And finally, facial recognition is a hygienic, contactless approach to air travel — something that’s top of mind for many in the wake of COVID-19.
But what about travelers’ privacy concerns?
The TSA outlines a number of common
worries in a short document titled “TSA Myth Busters: Biometrics” listed on its website. On this fact sheet, the TSA states that it does not store images captured by facial recognition technology, use facial recognition to deport travelers or use facial recognition to surveil passengers.
Additionally, the organization addresses travelers’ concerns of being falsely matched and identified as a criminal stating, “TSA is currently testing U.S. Customs and Border Protection’s biometric matching system, which continues to be refined using a number of tools to minimize false matches.” The document
goes on to say tests have revealed that modern technology boasts 99 percent accuracy and just .03 percent inaccuracy. Those without a positive match will be directed to complete the standard ID verification process instead.
WHAT’S NEXT?
Love it or hate it, the use of biometric technologies across U.S. airports is expected to increase over the next several years. However, for those who prefer to stick to the old-fashioned way of doing things, most programs will continue to allow travelers to opt out of biometric screening when desired.
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THE YEAR OF ADVENTURE
BUCKET LIST TRIPS, HIDDEN GEMS AND CULTURAL LOCALES ARE AT THE TOP OF THE TREND LIST IN 2023.
WORDS / ERIN ZILIS
Demand for travel doesn’t seem to be slowing down in 2023 — travelers worldwide are still making up for lost time following COVID-19. This year, several noticeable trends are taking the industry by storm across numerous traveler types, budgets and destinations.
Topline: Travelers have an interest in locations seen in TV shows or movies, an increased demand for wellness trips and hidden-gem locations and a desire to visit the culture capitals of the world, according to a recent survey by Expedia*. Here’s how some of the year’s biggest travel themes are playing out, along with emerging themes we’re seeing across type of trip, popular destinations and type of traveler.
1. SET-JETTING
Destinations featured in TV shows and movies are providing inspiration to travelers, with 39% having booked trips to locations they’ve seen on shows such as “The White Lotus,” “Game of Thrones,” “Yellowstone” and “Emily in Paris.” Gauge your client’s interest in pop-culture hot spots to recommend a new and exciting location. Top spots include Hawaii, Croatia, Montana, Italy, Paris, New Zealand and Great Britain.
“Within the U.S., Hawaii continues to be one of the most popular destinations, including the Four Seasons Maui, featured in season one of ‘The White Lotus,’ which is on everyone’s radar,” said Lauren Grubbs of Lauren Grubbs Travel Co. “I’m also excited about the new 1 Hotel Hanalei Bay opening this year, which will be Kauai’s first true, luxury five-star property. On the Big Island, the newly redone Mauna Lani is
another to put on your radar — don’t miss sunset mai tais and dinner at their signature restaurant, CanoeHouse. Other spots in the U.S. our clients are loving these days include Santa Barbara, California; Big Sky, Montana (thanks to TV shows ‘Big Sky’ and ‘Yellowstone’); Charleston, South Carolina; New York; and Aspen, Colorado.”
2. BUCKET LIST SPLURGES
Spending is soaring as people make up for lost time. An Amex Trendex survey revealed that 70% of respondents want to travel to wish-list destinations this year, and 73% agreed they are willing to spend more to do it. This might be the year to urge clients to reach for their travel dreams.
“We are seeing record high numbers for 2023,” said Lauren Doyle, president of the Travel Mechanic. “People are ready to get out there and go farther distances in Europe, Iceland, Bali, etc. For the past few years, many have stayed close to home with lots of domestic trips, and at most, ventured out to all-inclusive vacations in the Caribbean. For 2023, we’re seeing more bucket list-type of vacations come back.”
3. WELLNESS TRIPS
According to the Expedia study, 46% of globetrotters are more open to wellness travel than ever before, but they’re interested in far more than meditation and cooking classes. Puppy yoga, laughter therapy and chakra sessions are a few of the alternative getaways attracting attention by travelers looking for outside-the-box experiences. For clients wanting a cross between wellness and adventure, recommending a fruit harvesting experience is a unique way to immerse
Silversea guests watch a leopard seal underwater in Foyn Harbour, Antarctica.
themselves into a destination’s culture. The top wellness break destination was the U.S., but many Gen Z jetsetters are also looking to Norway, Turkey, Switzerland, Iceland and Sri Lanka.
4. HIDDEN GEMS
Those looking for the opposite of the urban experience are exploring small towns and rural locations where they can spend quality time with loved ones. These under-the-radar locales offer the opportunity to unplug away from the buzz of everyday life. For those clients wanting to escape the hustle and bustle, one look at the “Off-the-Grid” rentals from Airbnb shows rustic cottages in Twentynine Palms, California; Williams, Arizona; Montagu, South Africa; and glamping tents in Kanab, Utah; Joshua Tree, California; and Saint-André, France. Avoiding the crowds is easy with Airbnb’s new “Top of the World” property category, which features properties located 10,000 feet above sea level,
often with amazing views. And for those who want to enjoy family time, the new “Play” category features homes with activities and entertainment, including game rooms, water slides and basketball courts.
5. PLANNING NOW
With demand being high, it’s important to encourage clients to book ahead. A Virtuoso study found that those scheduling vacations are, on average, booking trips farther ahead in 2023 than they did back in 2019. In an American Express Trendex study from fall 2022, 50% of respondents reported already thinking about where to go this summer. No matter the type of trip or the destination, recommend advance planning for the year ahead.
Popular Destinations
According to a VAX 2022 study, advisors reported that the top three destinations their clients were booking for 2023 include
the Caribbean (41.5%), Mexico (23%) and Europe (14.5%).
1. CARIBBEAN
Warm weather locations always seem to be a draw for families, groups and couples. “For 2023, I’m noticing that a lot of our clients are taking group trips to the Caribbean. As an all-inclusive specialist, the Caribbean will always be a hot spot year after year,” said Marissa Waiters of Spread Your Wings Travel Agency. While the Caribbean is famously known for its beaches, the islands are also a great recommendation for those looking for a variety of cultures — languages range from Spanish and English to French and Dutch — and topographies, including mountains, waterfalls, tropical forests and desert-like vistas.
Newly anticipated resort openings throughout the Caribbean include:
• The Goldwynn Resort in Nassau, Bahamas
Stunning views of the snow-capped Southern Alps near Cass from the TranzAlpine service by Great Journeys New Zealand
HOT SPOTS
These are the top 2023 travel destinations, identified by global American Express Cardmember travel bookings.
Copenhagen, Denmark
Florida Keys, Florida
Istanbul, Turkey
Lisbon, Portugal
Mexico City, Mexico
Montenegro
Paris, France
Sydney, Australia
Woodstock, Vermont
Yakuve Island, Fiji
• Sandals in Dunn’s River, Jamaica
• Aire de O:live in Isla Verde, Puerto Rico
• Embassy Suites in Aruba
• The Seaborn at Frenchman’s Reef, Autograph Collection in St. Thomas
• Dreams Flora Resort and Spa and Jewel Palm Beach, both located in Punta Cana, Dominican Republic
• Sofitel Legend Casco Viejo in Panama City, Panama
2. MEXICO
Mexico is a good choice for those who like to siesta during the day and fiesta in the evening. Of course, the country also has a fascinating history and culture that can be explored in its diverse cities and at ancient ruins like Tulum and Teotihuacan.
“Mexico always dominates the travel scene with the most booked vacations in my agency,” said Erin Lofton of the Traveling Counselor. “Mexico is known for Cancun with its beautiful blue waters, buttery white
sand and amazing nightlife. However, Playa del Carmen is becoming increasingly popular with many millennials for its beautiful beaches and beach clubs. Another hidden gem is Puerto Morelos, a nice, quiet and luxurious option.”
Newly anticipated resort openings throughout Mexico include:
• Waldorf Astoria in Cancun, Mexico
• Margaritaville Island Reserve in Riviera Maya, Mexico
• Secrets Impression in Isla Mujeres, Mexico
3. EUROPE
Those looking for an urban experience are particularly interested in the world’s “culture capitals.” A desire to connect with history and art while looking for the hustle and bustle of a city makes locations like Lisbon, Portugal; Edinburgh, Scotland; and Dublin, Ireland top choices. These destinations are perfect for those clients really looking for personalized
travel to not only learn about the culture but to also enjoy truly local experiences.
“I’m seeing an increased interest in Europe, which is a fascinating place with so much to explore,” Waiters said. “People are beginning to realize the potential of Europe and are venturing out to explore its many wonders. With its rich history, culture and stunning landscapes, Europe is sure to be a popular destination for many travelers in 2023.”
Ali Raymer, with Picture This Travel, agrees: “My clients are loving Europe right now. Clients who have traditionally booked cruises or allinclusives in the past are ready to adventure to those bucket-list destinations in Europe,” she said. “We’re seeing a lot of first-time Europe trips to destinations like Italy, Ireland, the United Kingdom and France. Most of my clients are traveling with their significant others for something romantic, or in small groups like friends and large families. I think there is a pent-up demand from COVID-19. People saw
A puppy yoga class at Eden Roc Miami Beach’s Esencia Wellness Spa
COURTESY OF EDEN ROC MIAMI BEACH
An aerial view of the new Waldorf Astoria Cancun, a 173room luxury resort offering panoramic ocean views, world-class dining and elevated wellness experiences.
how quickly those destinations could be ‘taken from them,’ so to speak, and they are ready to jump back in with two feet and finally mark that initial Europe trip off the list.”
Types of Travel
1. TOURS
More complex itineraries are on the agenda as people look for personal — and deeper and more meaningful — experiences. “My clients are seeking the luxury of private tours, private drivers and skip-the-line VIP treatment whenever possible,” said Paula Prickett of Black Dog Luxury Travel. “They’re choosing the experience as well as the property. They are seeking to be immersed in the local culture, meeting the people who love where they live and learning about their lives. They’ll do the ‘tourist’ things to check the box and then take the time and effort to create their own special memories.”
2. CRUISES
While the entire cruise industry is innovating post-pandemic, expedition cruises in particular have soared in popularity as adventurers are looking to journey to some of Earth’s most remote destinations. Silver Endeavor, Silversea’s new polar vessel, will explore the British Isles, Iceland, Greenland and the Arctic this summer before heading to Antarctica in the winter. For those looking for up-close wildlife encounters in a different kind of climate, Quasar Expeditions retraces the footsteps of Darwin through the Galápagos Islands on a 32-passenger expedition yacht, named Evolution.
3. TRAINS
An interest in sustainable choices is driving interest in train travel, and rail companies are helping to meet demand with the launch of new and luxurious trains and routes. Great Journeys New Zealand offers six- to
17-day tours that traverse the North Island, cruise along the Kaikōura coast or ascend the majestic Southern Alps. Tickets include hotel stays at each stop. For those who prefer to stay on board, Nightjet recently launched routes throughout Europe, including from Germany to Venice, Italy, and Croatia; from Vienna and Munich to Genoa, Italy, passing through Cinque Terre; from Paris to Vienna, Budapest and Romania; and from Zurich to Milan and Rome.
Types of Travelers
1. SOLO
For individual travelers who would like to share the experience with others, group tours can be an excellent way to pair them up with vacationers who have similar interests. “Solo travelers are loving group tours so they can travel within niche travel groups with experts in a certain field,”
Raymer said. “I had a local Kentucky pastry chef host a culinary tour in Italy in 2022, and coming up in 2023, a local Kentucky artist is hosting a tour in Florence with painting classes and sightseeing. So many of the solo travelers feel comfortable saying ‘yes’ to these kinds of experiences knowing they will be with like-minded travelers and can make new friends abroad.”
2. COUPLES
Keeping in touch with clients regarding special dates is one way to generate new business. “I plan lots of honeymoons, babymoons, anniversary trips and vacations for couples celebrating other milestones like birthdays, promotions, etc.,” Grubbs said. “When couples want an easy long weekend, I usually see West Coast couples gravitating toward Cabo, the Pacific Coast of Mexico and Hawaii. East Coast couples tend to travel to Riviera Maya, the Bahamas or the Caribbean.
And when they are willing to travel a little farther, I see Bora Bora, the Maldives, Italy, France, Greece, Croatia, Mallorca and South Africa all coming up frequently. With Asia reopening, I’m starting to see more requests for Indonesia, Thailand and Japan as well.”
3. FAMILIES
It’s important to keep each traveler in mind when planning a family trip to ensure everyone is happy. “For family and multigenerational trips, I’m seeing a combination of cities, such as London and Paris, or Athens and then out to the islands; one or two regions of Italy — Rome and Venice seem to be very popular with families lately — and I’m seeing more things catered to the interests of the entire group,” Prickett said. “If the kids like art, maybe a painting class after touring the Vatican and seeing all the art the adults love. Or a bonding day for three generations of relatives to make their
This tiny home in San Juan, Ecuador, located at 11,798 feet of elevation, is one of the Airbnb properties available as part of its “Top of the World” collection.
own perfume in Paris. Cooking classes in Italy go over well with everyone — even the kids can get involved in making the meal and they love it.”
4. FRIENDS
Instagram-worthy locations are always a great choice for a group of friends. For example, Lofton says, Mexico is a frequent destination for bachelorette getaways and girls’ trips. “There are nice all-inclusive resorts and great venues to get photo ops,” Lofton said. Friend groups can also enjoy luxury sailing tours in Cabo or food tasting and walking tours in Nassau.
*Expedia surveyed 24,000 adults from 17 countries who are planning domestic or international travel in the next 36 months. The study was conducted online from Sept. 22 to Oct. 14, 2022.
HOW BRIDGING THE GAP BETWEEN GENERATIONS CAN IMPROVE YOUR RELATIONSHIPS AND YOUR BUSINESS.
WORDS / CODIE LIERMANN
Long gone are the days of travel advisors spending all their time issuing airline tickets and booking hotel stays. What was once a somewhat simple position is now a dream job for travel enthusiasts. The role of the travel advisor has evolved into consulting clients on once-in-a-lifetime vacations. They provide destination recommendations, match clients to their ideal accommodations and create allencompassing itineraries. Travel advisors play a huge role in bringing their customers’ travel dreams to life.
“THE TEAM APPROACH AND NETWORKING BETWEEN ADVISORS HAS BEEN THE MOST CRUCIAL COMPONENT TO MY GROWTH AND GROWTH IN MY AGENCY.”
—JULIE RUIZ, LOVE GROUP TRAVEL
“YOU NEED TO LISTEN TO WHAT THEIR NEEDS ARE AND FOCUS ON HOW YOU CAN MAKE THEIR TRAVEL EXPERIENCE THE BEST AS POSSIBLE.”
—BRET COOK, LOVE TO TRAVEL
The role of the advisor is also no longer straightforward. There are endless areas of the industry to specialize in and several ways to work as an agent. Some might prefer working with multigenerational families who enjoy traveling to all-inclusive resorts while others are drawn to booking their clients on unique expedition trips to remote destinations around the world.
When it comes to what the requirements are to be a travel advisor, there really are none. Some people jump right into the position out of school and others make the switch later in life after working in other industries. No matter which walks of life advisors come from, they are sure to have something important to contribute to the role.
EXPERTISE AT ALL LEVELS
While many think baby boomers and Generation X run the gamut in terms of working as travel advisors, millennials and Generation Z are making a hefty appearance in the agent scene. Many agencies are finding a mix of generations to be the key to success, as everyone has something vital to bring to the table.
Nothing holds a candle to the expertise gained over years of being in the business. The experience from destinations visited on FAM trips, relationships built with suppliers and thousands of consultations with clients is something that doesn’t happen overnight. In the same breath, newer advisors provide a fresh set of eyes and new ideas that are equally important.
Julie Ruiz, luxury travel advisor and owner of Love Group Travel, took a winding path that led her to open her own agency in 2016, and she has five independent contractors. All of them are newer to the industry, but each one contributes something unique to the agency.
“I currently have five independent contractors working as sub-agents for Love Group Travel. All of them are newer to the industry but all have traveled extensively in their lives,” said Ruiz. “One of my advisors was an officer in the Air Force and brings very seasoned luxury travel knowledge to the table. Three have graduated college within the past five years and are able to enhance our travel
base knowledge by having the eye on what is important to travelers in their generation and how to target marketing through social media. Each has set a niche that fits perfectly to make our team stronger.”
LEARNING FROM EACH OTHER
It’s important to be open to working with travel advisors from all different generations and backgrounds, as each type of agent has an area of expertise to share. According to Ruiz, the newer advisors that work for her have fresh eyes and have allowed her to see the importance of targeted marketing.
“There are several generations that spend more than 25 hours per week on social media looking for content that older generations don’t understand,” Ruiz said. “Our team is teaching us the importance in educating the consumer with things like ‘tips & tricks’ for travel, breaking the stereotype of a travel advisor, limiting options with vacation itineraries, safety, last minute deals and more trips = more Instagrammable moments.”
Bret Cook, a beach resort specialist at Love to Travel, has learned a lot from working with veteran advisors in the industry. His mom started Love to Travel in 1993, and his dad began working with the agency in 2014. While he’s only been at the agency for under a year, he’s been fortunate enough to travel to several destinations throughout his lifetime. This paired with his prior sales experience has made for a smooth transition into his travel advisory role.
“The main thing I have learned from the veteran advisors is that every client is different,” said Cook. “You need to listen to what their needs are and focus on how you can make their travel experience the best as possible. It takes a lot of time and research to understand which destination and resort will be the best option for each client, but the end goal is to make sure they have a great time and feel like they have an advisor they can trust.”
LISTENING IS KEY
If you aren’t quite sure how to approach working with different generations, the first thing you can do is take a step back and simply listen to what they have to offer. “Try to refrain from ‘this is how we have always
done it,’” said Ruiz. “Trust me, your newer advisors or younger generation clients will rely on you for your experience and expertise. Your business will thrive by the sharing of knowledge and communication flowing between the generations.”
In addition to listening, it’s important to stay inquisitive and observe the dayto-day actions of others in the agency. “I think the best thing to do is to consistently ask questions and listen to what more experienced advisors are doing. You can gain a lot of knowledge just by hearing them on the phone, asking why they are suggesting certain resorts for specific clients, etc. I would also suggest constantly doing your own research on destinations, resorts, etc. I think everyone has different strengths so you can really benefit from one another no matter what generation you are,” said Cook.
For Ruiz and her team at Love Group Travel, they’ve found success in collaborating with one another: “The team approach and networking between advisors has been the most crucial component to my growth and growth in my agency.”
Though you can certainly learn from other travel advisors when you attend industry events, working across generations within your agency might be the move that takes your business to the next level.
Kim and Brad Cook of Love to Travel
NEW CRUISE LINE POLICIES ARE IMPACTING ADVISORS
HERE’S HOW NEW NCF POLICIES WORK, WHAT WILL CHANGE AND WHAT THE INDUSTRY IS SAYING.
WORDS / ROSSILYNNE SKENA CULGAN
For years, when travel advisors booked cruises, they didn’t earn a commission on the full fare. Items like port charges, administrative fees, pilot fees and waste disposal fell into the bucket of dreaded “non-commissionable fares” (NCFs).
But a landmark new policy from Norwegian Cruise Line (NCL), announced in late 2022, will pay select advisors for what used to be NCFs on advance bookings. For now, Norwegian Cruise Line is the one making headlines, so we’ll dig into its policy in detail. Whether that change will become an industry standard remains to be seen, but in the meantime, here’s the breakdown of the new policy, how it’ll affect advisors, how it’ll impact clients and what could lie ahead.
With the NYC skyline in the background, the Norwegian Prima sets off.
How the Policy Works
Norwegian Cruise Line is the first major contemporary cruise line ever to pay commission on non-commissionable fares, according to Todd Hamilton, senior vice president of sales for Norwegian Cruise Line. Here’s how it works:
• Submit a marketing plan: Advisors had to submit a marketing plan to the cruise line by early January 2023. (At this point, Norwegian doesn’t expect the application window to reopen in the future, but we’ll keep an eye on this to understand if changes will be made.)
• Book early: Selected advisors are eligible to receive NCFs when booking sailings at least 120 days in advance for voyages starting May 1, 2023. Participating advisors in the U.S. and Canada will also be paid retroactively for existing reservations that were booked 120 days in advance of the sail date.
Why Is NCL Paying on NCFs?
To NCL, the policy is about making it easier for advisors to work with the company: “We want to make it easy for them to work with us because when they succeed, we all succeed,” Hamilton said.
The new policy also incentivizes advisors to book early, which the cruise line believes will provide time to help customers plan their dream vacation and result in repeat business for all involved.
In November, NCL saw the most bookings in the company’s history, Hamilton said, adding that the cruise line “couldn’t find a better way to enter the new year than by rewarding our travel advisors with more in their pockets.”
What Other Changes Are Expected?
More money is, of course, the big headline. Payments will continue to be delivered electronically once the cruise vacation has been paid in full by the guest. But this program will also shape the ways Norwegian works with travel advisors. With marketing plans in hand, the cruise line’s business development managers will work with advisors to focus on education and how to market the vacation experience to its full potential.
“We saw an overwhelming amount of submissions from those interested in participating in our 2023 NCF program,” Hamilton said. “Our sales team has worked closely with many of our partners to enhance their plans and guide them on what ideas to implement in order to grow their business.”
What the Industry’s Saying
Gary Pollard, a certified travel counselor who works as president and CEO of Ambassador Tours, called NCFs “frustrating.” He’s been in the business since 1981, so he’s seen his fair share of murky charges. Now, he also serves as chairman of the board with The Travel Institute, a nonprofit education organization for travel professionals.
Those who are new to the industry, he said, might feel excited about booking a package for a cruise and airfare and thinking they’ll earn 10 percent or 15 percent on the full rate. They may not realize that part
of that amount includes NCFs that won’t earn them any cash.
“As a travel advisor, we don’t want to be worried about it. We just want to be treated fairly,” said Pollard.
“(Travel advisors) play a pivotal role in the booking process and are very well respected within the cruise community,” said Heather Wyatt, a senior communications advisor for Cruise Lines International Association (CLIA). But, she added, CLIA can’t speak to specific marketing practices of its members, like this new NCL policy.
While NCL’s policy may put more money into advisors’ pockets, Pollard also noted that, ultimately, booking a cruise boils down to a customer’s needs. If an NCL cruise fits a client’s needs, he’s happy to sell it, of course. But delighting a customer must come first.
“I would never sell a product just because I’m going to earn more money if the product doesn’t match the consumer who is asking me about it,” Pollard said. He added that if more companies follow NCL’s lead, it could be a game-changer.
“Thank you, Norwegian Cruise Line, for stepping up,” said Pollard.
What Will Change for Clients?
It’s too early to tell. Pollard said he assumes Norwegian Cruise Line won’t raise cruise prices to offset the new policy because if they raise cruise prices, they’ll just pay more in commission to advisors. But he wonders
PHOTO BY
Fans gather for the Sixthman Sail Across the Sun Cruise.
Going Places Now We’re
From serene azure waters to vibrant coastal cityscapes, every exclusively adult voyage includes dining at 20+ eateries, entertainment, group fitness classes, all tips, WiFi, and essential drinks. Earn a brilliant commission of 16% on voyage fare (with no NCFs!), plus 10% commission on pre-voyage bookables like hotel, airfare, Shore Things, and more.
what will happen in the future: Will cruise lines raise the government tax rate to offset the NCF payout? Will they place the fees somewhere else?
It’s possible that, down the line, it will affect consumers, “but initially, the more the cruise line charges, the more it’s going to pay out,” Pollard said. “Unless they find another way to bury it, I think the consumer is safe — that this is just a backroom accounting to help travel advisors think NCL first.”
What Else Is Changing in the Industry?
While Norwegian Cruise Line’s NCF policy is the biggest news in the business right now, advisors should know about some other changes in cruising as well, Pollard said.
Some packages now include beverages and more, but it’s worth seeing if your client will actually get their money’s worth from an open bar. Also, check if that open bar includes top-shelf liquors. Other ships are including gratuities, but it’s important to look into that more deeply because it could be a way for a cruise line to pay workers less and force customers to cover the cost of staff’s well-deserved earnings.
Finally, he said, some ships are cutting turndown service. Those newer to cruising may not mind, but those accustomed to having the room tidied up twice a day will want to know if that’s off the table now.
“My advice for an advisor is they need to be educated on the
differences between cruise lines and ships because even within the cruise line, there are ships of different style and age,” said Pollard. “It’s what meets the customer’s needs. That, to me, is so crucial: A new advisor needs to understand there’s so much more to the selling process than just trying to make a quick dollar on non-commissionable fares.”
What’s Next on the Horizon
Even for advisors who aren’t in on Norwegian’s program, Pollard advised that they still create marketing plans to help hone sales strategy, show a supplier they’re thinking long-term and look for ways to drive market share.
If he had to look into a crystal ball and make predictions about NCFs, Pollard doesn’t expect a sea change in the industry right away. Instead, it’ll be more of a “wait-and-see” approach, in which competitors will evaluate to see if they’ve experienced any decrease in business. If they notice a dent in bookings, maybe they’ll throw NCFs overboard as well. Perhaps, he posited, other cruise companies may find their own twist on how to offer up more money to advisors, such as raising the percentage of commission altogether but keeping NCFs in place.
While the policies certainly made a splash in earning headlines, it’s really all about the bottom line.
A view of the Vibe Beach Club aboard the Norwegian Prima.
New Riu Palace Kukulkan Hotel
NEW Elite Club concept
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• Access to exclusive Premium branded drinks at selected bars.
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• Dedicated check in area & Elite Club wristband.
ONCE-IN-A-LIFETIME SUMMER GETAWAYS
HELP TRAVELERS DREAM BIG THIS SUMMER WITH THESE BUCKET LIST DESTINATIONS.
Summer is a prime time for adventure. Long hot days and warm starry nights evoke a special kind of magic, their presence a much-welcomed change from the oppressive darkness and chill just months before. Excitement stirs as children play in neighborhoods and vitamin D-filled spots like parkways and beaches reign supreme as couples, families and friends flock to celebrate long weekends and sun-soaked days.
But through it all — and to travel advisors’ delight — there’s one big thing on everyone’s mind: the great summer getaway. Where will
travelers spend their finite, precious supply of solstitial days? Luckily, savvy travelers have a secret weapon that they can utilize: you, the travel advisor. With a behind-the-scenes understanding of the inner workings of the industry and the destinations and suppliers within it, advisors are a powerful resource when planning the ultimate summer vacation. To stop this seasonal dilemma in its tracks, and to help you book more summer travel, we’ve asked two advisors about their favorite summertime destinations, and for their advice on how to help travelers make the most of their limited PTO.
THREE TO SEE
AFRICA
Amazing landscapes, diverse cultures and incredible wildlife make the Mother Land an ideal vacation spot all year round. However, for nature lovers, there’s one destination that’s not to be missed between July and November. That destination? “Kenya,” said Delia duPlessis, travel advisor and blogger for Dream Destination Travel. “(Summer is the best time) to see the epic migration of thousands of wildebeest in the Serengeti.” In fact, the yearly affair is so impressive that it’s considered one of the “Seven Natural Wonders” of the world as hordes of massive wildebeest seek greener pastures, crossing giant crocs and other threats along the way — nature truly is metal. Best of all, travelers can witness it all from the comfort of a 4WD vehicle.
Want to take the trip to the next level?
“Add walking safaris, birdwatching, breathtaking landscapes and stunning sunsets, and the trip will be perfect,” said duPlessis. “Then, hop over to Zanzibar for a few days on the stunning white sandy beaches to soak up the sun, go on a sailing safari, look for dolphins and tour the island.”
Zanzibar
Wildebeest migration in Kenya, Africa
ALASKA
Those looking to escape the oppressive summer heat might consider adding Alaska to their travel wish list. While areas of the state can reach up to 90 degrees Fahrenheit on rare occasions, most temps settle anywhere between 55 to 78 degrees from May through September. However, that doesn’t mean that your travelers will need to sacrifice their sunshine intake. In fact, those visiting the riverside city of Fairbanks between April 22 and August 20 might encounter more sunbeams than ever before as the region has long been known as “the Land of the Midnight Sun” receiving up to 24 hours of daylight each day.
“Alaska is an extraordinary experience in the summer,” said Ronda Pergola, luxury travel advisor and founder of Bermudaful Travel & Beyond. “(You can) experience the calving of an iceberg, take a seaplane to the wilderness to observe the bears in their natural environment, and of course, (there’s) fishing.” A common way to explore the Great North is via cruise ship, and Pergola recommends Holland America’s MS Koningsdam for travelers hoping to explore the area’s waterways and take in the stunning beauty of this unique destination.
Alaska in the summer
Holland America’s MS Koningsdam
ITALY
A place where colorful coastlines and picturesque blue waters beckon, there’s nowhere quite like Italy. And while they may be the busiest, the summer months are the perfect time for an Italian getaway thanks to pleasant weather and the convenience of peak season. However, pleasant weather doesn’t necessarily mean pleasant temps for heat-adverse travelers as the country can hit uncomfortable highs throughout July and August. “I would go in June to avoid the biggest crowds and the worst heat,” said duPlessis. That being said, travelers won’t want to let a little sweat deter them as summer is truly the best time of year to visit many of Italy’s picture-perfect spots like Cinque Terre and the famous Amalfi Coast.
“The art, culture and architecture make Italy an amazing destination,” said duPlessis. “I love the cities, the rich history, the stunning and diverse countryside, and the delicious wine and food.” As one of the largest countries in Europe, there is so much to see and do in Bel Paese, and Pergola reminds travelers to account for enough time to take it all in. “Take enough time to enjoy different areas. Montepulciano in Tuscany was spectacular — experiencing a champagne brunch after a hot air balloon ride, a cooking class at a working farm, and hiring a driver for wine tours … don’t forget the Brunello! And then, off to the Amalfi Coast for (some) time at the beach, private boating, and, of course, more wine.”
The Amalfi Coast
Montepulciano, Tuscany
TIPS TO BOOK MORE SUMMER TRAVEL
BE MINDFUL OF TRAVELERS’ TIME
As advisors know all too well, travelers have a limited amount of vacation time each year. Luckily, there are a few things you can do to help ensure they make the most of their precious PTO by seeing all that a destination has to offer.
“Finding out what a client’s goal is for their vacation is the best way to ensure they make the most of their time,” said duPlessis. “If time permits, you can add experiences that will enhance their trip even more. For example, if a client wants to see stunning landscapes, enjoy delicious food and wine, as well as see incredible art and historical sites, I will make sure that they visit Tuscany as they will cover almost all those needs in this area. Then, I would add to their itinerary items that are not-to-be-missed such as the Venice Canals and the Acropolis.”
In addition to working together to make sure travelers hit their vacation goals, remind them that your knowledge and expertise are also an added benefit. “When you work with a travel advisor, you know that every day trip, every excursion, and every night in a hotel is highly vetted and tailored to the exact travel personality that you prefer, saving so much time,” said Pergola.
IMMERSE YOURSELF
“Know the places you’re selling so that you can offer adventures that will level up your clients’ experiences,” said duPlessis. “While site-seeing excursions have their place, the client will be happy with their advisor if they’re able to have an immersive experience in their chosen destination. For instance, clients have relayed how much they enjoyed having lunch or dinner in Morocco where they were invited to visit a larger Berber family. They learned about the area, the food, joined in on the cooking, and discovered
more about the country in this way than if they would have gone on the usual tour.”
STAY CONNECTED
With so many changes over the last few years, staying connected within the industry is more important than ever. This is especially true when it comes to referring your travelers to reliable suppliers and destinations. “I’d recommend engaging with your travel advisor community,” said Pergola. “So many places were amazing pre-pandemic that have unfortunately been impacted in a negative way, and just aren’t what they used to be. It’s important to talk with advisors who have either traveled there recently or sent clients there to be sure it’s exactly as you remembered it.”
Curious about how to make those connections? Tap into your professional network. “Having a large network through my host agency, Facebook and women I’ve met through FAMs is priceless,” said Pergola. “They are amazing resources to hear about new hotels, excursions and destinations you might want to check out for yourself.”
FIVE MORE GREAT SUMMER GETAWAYS
1.Napa Valley, CA, USA, for wine and fun.
2. London, United Kingdom, for a tour of Buckingham Palace.
3. Rio de Janeiro, Brazil, for beach time and festivals.
4. Vancouver, British Columbia, for Pride, jazz and hikes.
5. Bali, Indonesia, for rainforests and temples.
To the Ends of the Earth
A GUIDE to EXPEDITION CRUISES
HELP TRAVELERS CHANNEL THEIR INNER EXPLORER WITH SMALL SHIP SAILINGS.
WORDS / JENNA BUEGE
Have you ever felt the need to get away? Not just on a road trip, or a quick weekend retreat. Something more, a longing to disappear to the ends of the earth, an unquenchable need for exploration. An adventure to a place far, far away.
There’s a word for that feeling: Fernweh. Literally translating to far-woe in German, the expression is sometimes used to describe that same longing for distant places. As for the cure to this wanderlust-induced affliction, expedition cruises just so happen to be the perfect antidote.
Often overlooked in lieu of traditional cruising, expedition cruises can be an intimidating product for travel advisors to get on board with. But they don’t have to be. Here’s what advisors need to know about the history of expedition cruises, what makes them special and how they can start selling them to their clients.
Hurtigruten MS Richard With embarks on an adventure within Raftsundet, Norway
Stunning views of the snow-capped Southern Alps near Cass from the TranzAlpine service by Great Journeys New Zealand
Kayaking near Safari Endeavor
EXPEDITION CRUISE DESTINATIONS 10TOP
1) Galapagos Islands
2) Antarctica
3) Alaska
4) Iceland/Greenland
5) Arctic
6) The Amazon
7) Coastal Japan
8) The Kimberly Coast
9) The Caribbean Coast
10) The South Pacific
What Are Expedition Cruises?
The origins of modern expedition cruising are often credited to Lars-Eric Lindblad, a Swedish-American entrepreneur and explorer who pioneered his first tourist expedition to Antarctica in 1966. For a taste of what the inaugural voyage was like, interested parties can head to YouTube to watch the original footage of the M.S. Lindblad Explorer’s journey. The scene opens on a huddle of black and white penguins goofily hopping and sliding across sparkly sheets of ice. From the ship’s deck, several well-bundled cruise-goers look on, binoculars in hand.
The excitement is contagious. It’s clear that the experience was something special, the first of its kind. And from the beginning, travelers were hooked.
The world of expedition cruising has evolved since then, but the mission of the crew aboard the vessels remains the same — to connect travelers to places previously only known to scientists and explorers.
What Sets Expedition Ships Apart?
Different from what might come to mind when travelers picture the modern cruise ship, expedition ships aren’t akin to floating cities fully equipped with waterslides and Go-Kart tracks. Instead, the boats are smaller and nimbler, carrying anywhere from 500 to as few as 12 passengers at a time. Expedition ships are designed to be functional, meaning travelers sailing on the smallest of vessels may need to forgo the luxurious bells and whistles associated with their larger counterparts.
However, what some expedition vessels lack in creature comforts they make up for in cutting-edge technology. Take for example X-BOW ships, watercraft specially designed to cleave waves, resulting in a quieter, more comfortable journey. Not only is this new look great news for travelers who go green at the gills on rocky waters, it also allows crews to navigate to remote places with added confidence and ease. In addition to innovative design, cruise suppliers like
The aurora borealis sparkle above Hurtigruten’s MS Roald Amundsen in Canada.
Hurtigruten and Ponant are leading the way on the sustainability front with the launch of the world’s first hybrid-powered cruise ship and increasingly environmentally friendly fleets respectively. And this is just the beginning as expedition cruise lines continue to work toward a more sustainable future in the spirit of the preservation of incredible places.
What Makes Expedition Cruises Special?
Expedition cruises are designed to awaken the explorer that lives within us all. They provide unparalleled access to some of the world’s most hard-to-reach places, fostering unique memories and moments. How else can travelers experience the rush of observing rare wildlife from the comfort of the ship’s deck, the flutter in their stomachs as they break free from the main boat in an inflatable shuttle pod (aka Skiffs or Zodiacs) and the unmatched expertise of traveling with highly trained guides?
“I’m a lifetime hiker and camper; I love going places very few people ever visit, like a mountain meadow you can reach only by foot,” said Eric Jensen, independent travel agent for Pocket Map Travel. “That is what’s great about expedition cruising, small ships can go places that the big ships can’t reach. You can see things that few other travelers ever see.”
And seeing those places, the things so few people have seen before, is part of the appeal of expedition cruising. The experience is awestriking, adventure-quenching and, let’s be honest, total travel bragging rights.
The Destination Is the Star
Expedition cruises are for the adventurous and the curious. With this style of travel, the destination is the star, and travelers are presented with a variety of ways to become intimately familiar with it. Whether they snorkel amongst sea turtles and blue-footed boobies, kayak alongside majestic fjords, hike across the top of a glacier or take a bike ride on the shore, there’s something for everyone. And while small ship cruises offer adventures aplenty, there’s also an educational element to many expeditions. For example, instead of cocktails and a Broadwayworthy show, passengers might attend onboard
Travelers look on from a Zodiac as a whale surfaces nearby.
lectures on marine life and local history. Off the boat, there’s a focus on connecting with locals through things like culinary experiences and visits to far-off archeological and historical sites. With so much to do in so little time, travelers will appreciate the flexible nature of expedition cruising. “One of my favorite suppliers is UnCruise Adventures,” said Jensen. “They vary their daily itineraries based on the weather or the best wildlife-watching. And, instead of having to sign up for shore excursions weeks or months ahead of time, you sign up for tomorrow’s activities while mingling with fellow passengers and the crew at happy hour.”
Getting Started With Expedition Cruises
Advisors who are looking to dip their toes into the expedition cruising waters might find that getting started is easier than they thought. Here are a few tips for overcoming common hurdles associated with booking this type of travel.
Finding Clients
According to the Cruise Lines International Association’s (CLIA) 2022 State of the Cruise Industry Outlook report, the average age of modern cruise tourists is 47.6 years. And while baby boomers and Gen X still dominate the scene, younger generations like millennials appear eager to take to the seas. Interestingly, some suppliers like Seabourn Cruise Line are taking notice of this trend and are focusing their marketing efforts on travelers ages 35 and up. When it comes to how advisors can find potential clients, Jensen recommends looking to outdoorsy travelers. “Clients who enjoy national parks — which have been especially popular since the start of the pandemic — make perfect prospects for expedition cruises,” he said. “Those clients have a sense of exploration and adventure that’s well-suited for small ship cruising.” Additionally, Jensen noted that expeditions are an excellent way to celebrate life’s big moments. “A great target population for expedition cruises is folks who have reached an important milestone like a birthday, anniversary or recent retirement.
OLIVER
Getting a little bit out of your comfort zone on a small ship adventure can be just the thing to mark the occasion.”
Not to mention, after years of lockdowns and travel restrictions, expeditions are hot, hot, hot. According to sources like Cruise Critic, trends show that more Americans are looking to check bucket list trips off their travel wish list in 2023, including expedition cruises.
Working With Suppliers
As interest in expedition cruises continues to grow, more and more suppliers are partnering with advisors to keep up with the demand. For example, popular small ship cruise lines like UnCruise Adventures, Quark Expeditions, Ponant, Lindblad ExpeditionsNational Geographic and Hurtigruten all work with advisors to help them easily book cruises for their clients. Additionally, some suppliers even offer certification programs and discounted FAM rates to help familiarize travel pros with their product line.
“I’d encourage advisors who are just getting started to pick two or three suppliers and learn about them and their top destinations,” said Jensen. “With a little bit of research and a sense of adventure, it’s easy to create a unique travel niche for your business.”
As for the payout, while it varies from supplier to supplier, many expedition cruise lines pay advisors for their hard work in the form of commissions, bonuses and rewards.
A Note About Insurance
As with any form of adventure travel, a certain level of risk is associated with expeditions. As such, many cruise operators insist that travelers present proof of insurance before boarding the ship, especially when it comes to remote regions like Antarctica and the Arctic.
Luckily for advisors, there are plenty of options to recommend to clients before they take to the seas, whether that be insurance supplied by a third-party company, an insurance partner working with the cruise operator or insurance plans available through the cruise operator itself.
COURTESY OF HURTIGRUTEN GROUP
Clockwise from left: Wildlife viewing in the Galapagos; sailing in Alaska; a guided Zodiac tour in South America.
THE POWER OF NETWORKING AND BUILDING RELATIONSHIPS
CREATING AND GROWING RELATIONSHIPS IN THE TRAVEL INDUSTRY IS KEY TO INCREASING BUSINESS.
After years of experience working as a travel advisor, it’s easy to settle into a routine and put networking and business building on the back burner. You most likely have a large client base filled with repeat customers and strong partnerships with suppliers.
Having a full plate shouldn’t mean throwing networking to the wayside though. Strengthening existing relationships and forming new partnerships will always have their place. If there’s one thing you’ve learned over the years of working in the travel industry, it’s that travel is always evolving. And this means staying in the know is important. Creating local connections, strengthening supplier partnerships and attending events can play a huge role in growing your business and staying relevant.
Community Connections
Years ago, the majority of business used to walk right in the front door, but over time, the internet has allowed travel agencies to reach new clients in areas outside of their communities. It’s not uncommon for advisors to book vacations for people located in other states. This doesn’t mean building connections in your local area is no longer important though.
“It’s important to network in your local community if you want to build your clientele and business and have local brand recognition,” said Jessica Pressler, owner and founder of Radiance Travel.
“I’ve found that participating in local charity events as a sponsor or giveaway leads
to brand loyalty,” she added. “Community members want to support my business when I’m participating in a charity that is close to their hearts.”
For Jenny Cagle, president of Elm Grove Travel, building connections in the community has always been a source of new business for her agency. She prioritizes joining clubs and associations in her area.
“As the owner of the agency, I have always maintained membership in the local Business Association, The Rotary Club or Kiwanis, and various social organizations,” said Cagle. “The advisors on our team also network in the communities they live in by being active in their children’s schools and athletic teams. We strongly believe that since everyone loves
Group of travel advisors on an Avanti Destinations FAM trip
Travel advisors at the ALG Executive Advisor Retreat
JESSICA PRESSLER
to talk about travel, we always have plenty of people to talk to at events, and those people remember us when they are planning their next trip.”
Industry Partnerships
In addition to having local connections, it’s also important to strengthen relationships throughout the industry, and this includes with both supplier partners and other travel advisors.
SUPPLIERS
The advisors at Elm Grove Travel put a priority on forming strong relationships with their supplier partners, and Cagle explained it creates a two-way communication — the advisors have someone to turn to when they need help, and the supplier oftentimes contacts the agency looking for insights.
The perks of these partnerships expand even deeper than having someone to turn to. Along with having a point person, Pressler pointed out some of the additional benefits she’s seen when building relationships with her supplier partners.
“Benefits include invites to VIP events, ribbon cuttings, fam trips, exclusive conferences
and even leads from suppliers,” she said. “The suppliers I have the strongest relationships with have sent me the best clients from their own networks, which have led to luxury bookings to Mexico, Greece and even Africa.”
TRAVEL ADVISORS
It doesn’t always have to be a competition. In fact, networking with other travel agencies can be a great thing for your business. Pressler has several travel advisor friends, and she’s received advice on important things like hiring and templates for contracts.
The travel advisors she networks with not only learn from each other but also send each other leads based on which agency is the best fit for the client. To Pressler, building each other up leads to being a part of a better industry altogether. “It’s important to be kind and help each other out because it only strengthens our industry,” she said.
Cagle said a huge benefit of consortia membership is being able to network with other agencies, and she’s had the pleasure of meeting several other agency owners in the Midwest where she’s from.
“I love chatting about business practices, marketing tactics and employee benefits with
others from different areas. I always learn something new,” Cagle said. “My best example of this is when four agency owners from our area carpooled to a consortia meeting. During that ride, I learned we were overpaying our bank to provide our letter of credit for ARC. After that ride, I contacted the bank and could negotiate a better rate. Without knowing the other owners, I would have continued to overpay.”
Attending Events
Not too many people work in the travel industry if they don’t like to travel, and one of the biggest perks of working as a travel advisor is doing just that. Between conferences, FAM trips and vacations, agents’ travel schedules are usually pretty full. It’s common for the amount of travel to ebb and flow throughout the years depending on what else is going on in life, but it’s important to never stop prioritizing attendance at in-person events.
There are so many good things that come out of going to events. First of all, there’s always something new to learn. This industry is constantly changing, and attending events keeps you up to speed on what’s going on.
Seeing as most advisors work remotely these days, attending events can also be a great way to socialize.
“In-person events are a priority for me not only for the networking and education, but also the socialization and comradery,” said Pressler. “I work from home, so these events give me life and remind me why travel is so important for the soul.”
Cagle encourages the staff at Elm Grove Travel to go to in-person events whenever possible. There are several benefits that come from attending. It allows them to show support for supplier partners and also helps them to meet and build relationships with other travel advisors. It’s not too often she attends an event without learning something new.
“There is always one nugget that we pick up … whether it’s a specific piece of information about a supplier, a marketing idea or a new business practice,” Cagle said.
No matter how busy the workload feels, prioritizing networking and relationship-building with clients, suppliers and peers throughout the industry will always have an important place.
YOUR GUIDE TO LOCAL
Hawai‘i
ONE OF THE MOST-VISITED DESTINATIONS IN THE WORLD LEANED INTO PRESERVATION AND VOLUNTOURISM DURING THE PANDEMIC. NOW, TRAVELERS CAN SEE A WHOLE NEW SIDE TO HAWAI‘I.
WORDS / LESLIE LANG / PHOTOS HAWAI‘I TOURISM AUTHORITY (HTA) / HEATHER GOODMAN
A grandfather and grandson throw a net together in Ali‘i Loko I‘a (fishpond).
In 2019 — the year before COVID-19 shut down visitor travel to Hawai‘i — there was widespread concern about the large number of travelers to Hawai‘i and how they were impacting the islands and their environments. That year, 10.4 million visitors traveled to the state. It was a record high and the 10th consecutive year that the number had increased.
The travel shutdown, which started in early 2020, gave the Hawai‘i Visitors and Convention Bureau (HVCB) and Hawai‘i Tourism Authority (HTA) an unexpected opportunity to reimagine Hawai’i’s tourism.
Kia‘i Collier of Hawai‘i Land Trust and volunteers walk to a reforestation site.
It also brought insights, such as how people were impacting popular Hanauma Bay, situated within a volcanic cone on O‘ahu alongside a beautiful, white, crescent beach. At the reopening press conference, Lisa Bishop, president of Friends of Hanauma Bay, said that, environmentally speaking, the bay being closed to the public from March through December 2020 was the best thing to happen to it in 100 years. Without the usual number of visitors on site, water clarity and visibility improved dramatically. Scientists found that the bay’s coral regenerated, a higher number of fish were seen and endangered monk seals began resting on the beach, previously crowded with visitors. When officials reopened Hanauma Bay, it was with changes designed to better protect the nature preserve. The number of visitors per day — previously around 3,000 — was capped at 720, with a maximum of 120 people allowed every hour until the maximum is reached. Tour buses, shuttles and other commercial activities were no longer allowed. The bay was closed to the public two days per week to allow the reef and ecosystem time to rest free of humans. The entry fee for non-residents, which goes toward maintenance, education and research, doubled to $25.
The Mālama Hawai‘i Project
It’s an example of what Kainoa Daines, senior director of brand at the HVCB, calls mālama (a Hawaiian word meaning to care for, protect and preserve) and “establishing guardrails.” He’s referring to the HVCB’s post-pandemic Mālama Hawai‘i project, which he describes as a different way for visitors to consider a visit to Hawai‘i.
The Mālama Hawai‘i program, which launched in mid-2021 with the tagline “Take a trip that gives back,” is a statewide voluntourism program created by the HVCB in partnership with HTA and some Hawai‘i hotels.
Visitors who book their hotel stay through the Mālama Hawai‘i program and volunteer time with specific nonprofit organizations in Hawai‘i can receive travel discounts or free hotel nights. It’s a move to reposition the state as a cultural destination, give visitors access to more than merely sun and surf and protect the islands from some of the dangers of overtourism, both through education and by encouraging people to give back. Daines reported that there are currently 36 volunteer programs and 54 hotel partners, and the
CULTURAL ATTRACTIONS IN HAWAI‘I
In addition to many voluntourism opportunities, Hawai‘i has a plethora of other cultural attractions that are perfect for first-time and repeat visitors.
• ‘Iolani Palace (O‘ahu), the 19th-century residence of Hawai‘i’s royalty, is the only royal palace in the U.S.
• Bishop Museum (O‘ahu) contains the world’s largest collection of Hawaiian and Pacific cultural artifacts and natural history specimens.
• Washington Place (O‘ahu) is a National Historic Landmark and tells the story of pivotal events that led to Hawai‘i becoming a part of the U.S.
• Pu‘uhonua O Hōnaunau National Historic Park (Big Island) was a place of refuge in pre-Western-contact days.
• Petroglyphs (Big Island, near Mauna Lani Resort) can be seen in the 233-acre area that makes up the Puakō Petroglyph Archaeological District.
• Lahaina Heritage Museum (Maui), which interprets Lahaina’s history from pre-contact days through whaling and the monarchy, offers guided tours on Wednesdays.
• ‘Īao Valley (Maui) is the 4,000acre valley, now a state park, where Kamehameha I defeated chief Kahekili.
• Grove Farm Homestead Museum (Kaua‘i) is a 100-acre historic site in Līhu‘e that tells the story of Kaua‘i’s sugar plantation era.
• Kalaupapa National Historic Park (Moloka‘i) is where more than 8,000 people, mostly Hawaiians, were banished because they contracted Hansen’s disease (leprosy).
project also applies to meeting planning.
Daines says the project is a way to shift perceptions so people think about Hawai‘i not as a playground for visitors but as a home to its residents. “But come!” he said. “When you come to my house, take off your shoes at the door, and you’re welcome to come inside. It’s putting a frame of reference around it. We want you to come, and we want you to enjoy, but we also want you to be able to give back.”
He explained the different way of thinking allows visitors to connect with the culture in ways that weren’t readily available before and participate in projects that help preserve Hawai‘i for the future. It also provides help to nonprofits that need workers. One Mālama Hawai‘i group cleared an entire kalo (a root vegetable) patch in a few hours, a job that would otherwise have taken the single available worker several days.
Cultural education is part of the experience, too. Not only do visitors meet the people working on cultural projects and lend a hand, but they also learn about
protocol, such as the Hawaiian practice of asking for permission before entering a place. “That’s not a common Western thought, to ask permission before you enter a space,” Daines said. “We live in an entitled world where, ‘I’ve saved thousands of dollars to go on my vacation, so I’m going to do whatever I want.’ But no, that’s not how it works. You’re welcome here, but there are parameters.”
Getting Your Hands Dirty in Hawai‘i
Through the Mālama Hawai‘i project, visitors can sign up to work on a sea turtle nesting project or a beach cleanup day with the Hawai‘i Wildlife Fund, build trails or propagate seeds with the Waikoloa Dry Forest Initiative or dedicate and plant native trees with the Hawaiian Legacy Reforestation Initiative. In exchange, they can get a fifth night free and daily breakfast for two at the Big Island’s Fairmont Orchid Hotel or 50 percent off up to two
additional nights at the Hotel Moloka‘i.
A few of the many restorative activities include the following:
• Restoring a native Hawaiian fishpond
• Working with the Hawai‘i Foodbank
• Helping clean or paint the Battleship Missouri Monument
• Cleaning a beach park on Kaua‘i
• Working with the Moloka‘i Land Trust on Moloka‘i
• Volunteering at a cat sanctuary on Lāna‘i
At O‘ahu’s Kualoa Ranch, there are selfdirected beach cleanup opportunities and an immersive eco-adventure tour that includes various types of community service and cultural learning. And they all yield some kind of discount or a free hotel night.
“There are opportunities that are off the beaten path,” said Sam ‘Ohu Gon III, senior scientist and cultural advisor for the Nature Conservancy of Hawai‘i. “People would otherwise never have known that you can go help us repair a 2,000-year-old fishpond wall, for instance.”
Sam ‘Ohu Gon of The Nature Conservancy looks on as a volunteer removes invasive plants.
Gon works with the Mālama Hawai‘i program by taking visitors to the Mānoa Cliffs restoration project, where volunteers are returning an area to native forest. He says “mālama” in terms of reforestation is restoring the health of the islands and their native ecosystems. “I love the idea of catering to tourists who recognize they’re coming to a special place and want to give back to it,” he said. “People who do that tend to learn a lot more than those who just show up. And it encourages them to come back again and continue to give back.”
He described the reforestation project’s location as providing a wonderful feeling of being separated from civilization, though it’s only a short walk from the road. “It’s an awesome opportunity to show people the effect of the native watershed,” Gon said. “I can take them up to the edge of this beautiful native forest and say, ‘All this is right above downtown Honolulu, and it’s what provides the drinking water for this island.’ I can impart a lot of understanding for the people who turn up.”
Learning About More Than Just Surf and Sun
Visitors who help with the reforestation project get to meet people who have been working on forest restoration for a long time and can learn about conservation challenges. “They’re more than happy to introduce people to every single plant they’re working with,” he said. “For instance, it’s one of the few places where olonā, the key cordage plant in ancient Hawai‘i, still grows in abundance. You see things there you can’t see elsewhere.”
Gon says people walk away knowing what the project is about and why it’s important. “It gives people a chance to recognize that Hawai‘i is a special place and to know why it’s so important,” he said.
Guests registering through the Mālama Hawai‘i project to stay at the Ritz-Carlton Residences find that even their lodging choice can leave Hawai‘i better off. The Ritz-Carlton Residences donates $10 for each night’s stay to the Genki Ala Wai Project, which aims to clean Waikīkī’s polluted Ala Wai Canal within
the next seven years so residents and visitors can swim and fish there. It also matches visitors’ $10 donations and provides guests with a nightly $20 resort credit.
The Mālama Hawai‘i project has been well-received. A 2022 American Express study supports the idea, finding that 81% of respondents want to travel to destinations where they can immerse themselves into the local culture, and 81% want the money they spend while traveling to go back into the local community.
Gon says the Mālama Hawai‘i project and similar efforts are about forging relationships between people and places. “It ignites a spark for caring for our communities and our places,” he added. “That used to be a natural thing, but now there are so many distractions in the world, and people don’t have a chance to focus on what’s really important. Unless people are reminded of that and have a chance to give back, how long will these places be able to exist without people devoting themselves to their care?”
Rick Barboza of Papahana Kuaola and volunteers carry harvest kalo (taro) from a lo‘i (taro patch).
Relaxing at a waterfall after a day of volunteering.
HOW TO USE CRM SOFTWARE TO GROW YOUR BUSINESS
RELATIONSHIP BUILDING IS A KEY FACTOR IN THE TRAVEL INDUSTRY. MANY ADVISORS USE A CRM PLATFORM TO KEEP THAT ASSET STRONG.
WORDS / KATE SMITH
Customer relationship management (CRM) isn’t new and (usually) isn’t sexy enough to regularly make the headlines, but having CRM technology in place is a critical part of business management. CRM tools are software platforms that assist with managing customers and sales data as well as tracking client interactions to streamline processes and automate administrative tasks.
Over the years, various CRMs designed uniquely for the travel industry have emerged, each with its own twist on workflows and marketing. The upside of this development is that travel advisors have many choices about what service they ultimately use. The hard part is sorting through all the options.
THE POWER OF CRMS FOR DATA STORAGE AND AUTOMATION
When Rosie Stermer, owner of Pegasus Travel Advisors, started her travel advisory business, she kept customer details, itineraries and quotes in Excel spreadsheets. After six months, it became clear she needed to make a change. “There was a lot to evaluate,” she said. “I ended up asking my customers for feedback on how a CRM could assist with the input of information.”
Stermer added that implementing a CRM was a learning curve, but she’s using about 70 percent of the services now. Here are the key tools she takes advantage of:
• Securely storing customer details, including payment and identification information needed for booking
• Automating some of the administrative work she needs to do in advance of trips, including deposit reminders, requests for passports and sending communications to clients in advance of departure and return dates
• Comparing and corralling information on cruise ships and properties worldwide to personalize trips
• Using live training and webinars to learn about CRM features and how to use them with her clients
At first, Stermer identified two possible options — Travel Joy and Tess. From there, she created a small test group of trusted clients and had them try out the front end of both systems. “I assumed they’d pick Travel Joy because it has a larger focus on branding, so it’s prettier,” Stermer said. “But in the end, I got better feedback for Tess. That clinched the decision for me because I also liked working with Tess. The workflows and the tracking were what I wanted.”
“There are a lot of little things that make life easier,” she said. “For example, it’ll tell me when we’re a week out from deposit payments coming due. So I’m not doing that manually anymore. Or it will send out a welcome home email to my clients when they return from a trip, adding some personalization.”
The addition of a CRM to Stermer’s workflow allowed her to emphasize the relationship with her clients instead of being bogged down by administrative tasks. A smoother process and extra time back in the workday allow Stermer to focus on business development and engagement.
SMOOTHER WORKFLOWS ALLOW FOR RELATIONSHIP BUILDING
Terri Coon, founder of Hyland Travel, an affiliate of Andavo Travel, agrees. Automation with the ability to add personal touches is important for staying on top of business relationships and administrative work that could easily fall through the cracks. Coon uses Travel Joy.
Within the same system, Travel Joy tracks critical business information, such as customer details, payments, invoices and marketing efforts.
On the front end, customers will see a uniform, branded experience that allows them to pay deposits, see itineraries and helps them get everything together for trips ahead of time. On the backend, travel advisors can customize workflows to fit their individual needs.
“I like that it is mostly a workflow system,” explained Coon. “I was interested in trying to become more organized.”
FROM MANAGING ITINERARIES TO RISK MANAGEMENT
Kim Goldstein, president of Journeys Travel, added that her CRM has helped with group management. Goldstein has a significant destination wedding business, which requires interacting with the entire wedding party and managing a variety of itineraries. She relies on Vacation CRM to do just this.
Vacation CRM has helped Goldstein with various business tasks:
• Providing reporting to brides and grooms about who has booked into their group
• Setting reminders for participants about key points in the itinerary
• Tracking received (or unreceived) quotes
• Outreach to inform clients if they’ve missed a quote or other pertinent information
“Every time we book a group, several reminders are added to the booking automatically. That’s been helpful for me and my team and the groups we manage,” Goldstein said. “We can also use this for quote management and tracking referral sources.”
Nadia Sparkle, president of Travel With Sparkle, also relies on Vacation CRM to manage her groups and embed risk management in her onboarding process. “One thing I like is that the client enters all their information and then reads and agrees to my terms. I’m not managing all the information on pieces of paper. That way, if there is an issue, I can go back and say, ‘This is how you entered the information’ – it protects the agents,” she explained.
Sparkle added that being able to automate some of her marketing and administrative tasks is helpful as well. “We still reach out and build the relationships with our clients, but the automation adds a level of consistency,” she said.
LARGER AGENCIES LEAN INTO CUSTOMIZABLE TOOLS
Hosting agencies face a similar set of issues when evaluating CRMs. Hosting agencies maintain relationships with many individual travel advisors and must be able to manage that and provide add-on services like booking support.
Ali Moffitt, marketing manager for Andavo Travel, uses ClientBase, one of the largest travel-focused CRMs. These are some of the key assets she cites that benefit her business:
• The tool is highly customizable and can be used as part of a suite of other technology services
• ClientBase also works with major travel networks like Virtuoso, which Andavo is part of
• Advisors can use the network database for marketing and evaluating trips and properties
This compatibility has made ClientBase popular with both hosting agencies and travel advisors.
“We like that it is multi-functional and has credibility in the marketplace,” said Moffitt. “From a user perspective, it’s easy to use
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and secure, which is important for us. There are marketing options that our advisors can use, and it works with all the big databases like Virtuoso, which is helpful.”
Moffitt noted that cost is another key factor. “We’re constantly evaluating our technologies to make sure they still work for our advisors and us,” she said. “No one system is going to check all the boxes, but we want to be able to provide solutions to our advisors that help them manage their businesses effectively.”
Cadence Travel, another hosting agency, is undergoing the same evaluation process. John Knob, senior director of brand and communications at Cadence, noted that the travel industry is getting more complex, and working with advisors requires more customization. Cadence uses Salesforce to manage its multiple travel-related business lines and client relationships. Advisors that work with Cadence can choose their own CRMs or use Salesforce.
“For us internally, Salesforce made more sense than going with a CRM that is segmented in a particular way because of how many different things we’re doing. That said, an individual advisor may not need something of this scale and cost.”
A TOOL FOR GROWTH AND SUCCESS
Knob says that for Cadence and the advisors they work with, CRMs can help with business management and growth. “The automation is key — it helps us manage touchpoints and helps us to stay on target or identify areas for improvement.” But, he added, the software will never fully replace personal relationship building, which ultimately drives the travel industry.
“The ‘C’ in CRM to us is our advisor community,” he said. “They’re building the relationships and maintaining them, and while software can help, travel is still a people business. The relationships aren’t going to come from marketing emails; it’s about how advisors leverage tools to provide value.”
CRMS FOR TRAVEL ADVISORS
When it comes to CRM software, there are a lot of options. Travel advisors we spoke with prefer those with a specific travel focus as the fields and features are more relevant. We’ve curated a list of some of the most popular, including key features and price ranges.
• Travel Joy. Available annually for $300 or a monthly fee of $30.
• Tess. Two tiers are available based on usage, with the basic package starting at $10/month and the advanced package starting at $25/ month.
• Travelpro. Customized pricing based on the services used and the size of the business.
• ClientBase. Customized pricing based on the services used and the size of the business.
VAX VacationAccess has always had one ambition:
to make travel advisors’ lives easier and provide a platform for them to succeed. In no time, VAX became a household name in the travel advisor community, and as some may call it, their very best friend. Now boasting a community of 100,000+ leisure travel advisors, VAX has established its title as the award-winning leisure travel marketplace.
But you don’t have to take our word for it. We are proud to have won coveted industry awards for the many facets of VAX: our industry-leading booking engine technology, our marketing resources, our travel advisor education and even our presence in print. We’re always striving to give our travel advisor users the best and to keep our winning streak alive.
Travel Weekly Magellan Awards
Gold Award
Booking Interface
Education Program
Travel Agent Only Website
Marketing Website Overall
Marketing Campaign
Silver Award
Travel Agent Only Website
Marketing Campaign
Trip Planning
Booking Interface
Web Marketing/Advertising
Promotional Video
Educational Program
Association of National Advertisers (ANA) B2 Awards
Silver Award
Travvy Awards
Best Travel Technology Provider
Best Travel Agent Reservation System
Best Travel Planning Technology
Travel Weekly Readers Choice Award
Best Travel Technology Provider
Nexion Awards
Best Technology/Booking Tool
Content Marketing: Magazine (Print or Digital) Category
INDUSTRY CHATTER ON A TOPIC THAT’S IMPORTANT TO YOU
WORDS / BETH KITZMAN
TRAVEL ADVISORS AND INDUSTRY FIGURES SHARE HOW THEY EVALUATE WHICH EVENTS TO ATTEND.
“When I first started in the industry, I was trying to go to as many industry events as possible. Many were well worth the time and expense, and some were not a match. Over time, I learned to look at criteria such as supplier attendees, number of agent attendees, criteria to attend for both agents and suppliers, location and type of event.
“I really like the type of events where the attendees are vetted. I love networking with like-minded agents and suppliers who are passionate about their products. Even though
it’s tiring, the type of events that require days of one-on-one meetings (Virtuoso Travel Week, GTM, Romance and Family Travel Forums for example) are very beneficial. I have relationships over the years with suppliers that I can now call friends that I met at these events. It’s so helpful to have relationships that you can lean on for support with clients going to their destination, on their cruise line, etc., and agents for support with ideas as I’m working on client trips.”
GRETCHEN LAMBERSON,
TRAVEL ADVISOR FOR VACATIONS BY GRETCHEN
“When I am evaluating which industry events to attend, I ask if they fit the type of business I am looking to attract. For example, I do not sell Asia, so while I would personally love to visit Thailand, attending an event in Thailand or about Thailand would not be a good use of my time. I also prefer events that I know, from experience or recommendations from fellow advisors, will provide good training and networking for the time and money spent.”
MICHELLE
ADVISOR
WICKS CYPHER, TRAVEL
FOR TRAVEL THERE AND BACK
“B
uilding and maintaining relationships is the name of the game in this industry.
For The Travel Institute, when we are choosing the events to participate in, we are constantly thinking of our community of professionals who are looking to maintain and enhance their education. Therefore, we look at events that provide advisors with great professional development opportunities. We then work closely with those partners and evaluate their conference deliverables and award Continuing Education Units (CEUs). These CEUs are sought
“THERE ARE MANY EVENTS THROUGHOUT THE YEAR, AND WE’RE A SMALL COMPANY, SO WE HAVE TO USE OUR TIME WISELY. WE LOOK AT EVENTS FROM A FEW DIFFERENT PERSPECTIVES: WILL IT GROW OUR BUSINESS WITH EXISTING SUPPLIERS? WILL IT ALLOW US TO EXPAND INTO NEW MARKETS AND PRODUCTS? AND IS IT AN EVENT WHERE WE CAN NETWORK WITH OUR BEST PARTNERS? IT’S ALL ABOUT RELATIONSHIPS IN THIS BUSINESS, SO IF WE CAN GROW AN EXISTING ONE OR CREATE A NEW ONE, THAT EVENT MAKES SENSE TO US.”
STEVE UMSTEAD, DIRECTOR OF MARKETING FOR BERWICK TRAVEL
after by over 28,000+ of The Travel Institute’s Certified Graduates to maintain active certifications. Therefore, our involvement with these events provides a win-win.
“You should always look at the educational and personal development opportunities, and the opportunities for networking. Attending trade events won’t give you immediate ROI. Attending trade events gives you the opportunity to invest in your business, and yourself through education and networking.”
GUIDA BOTELHO, CTIE, DIRECTOR OF EDUCATION FOR THE TRAVEL INSTITUTE
“Travel advisors are an essential part of the tourism industry, and their value cannot be overlooked. The travel industry offers a variety of events for advisors and suppliers to connect. As a tourism board with limited staff and funding, it is critical that HVCB attends events that provide a strong return on investment. To reach a significant number of qualified advisors efficiently, we participate in a combination of in-person and virtual events that offer educational opportunities including workshops, roundtables and oneon-one appointments. Our team’s emphasis is on educating advisors to arm them with the knowledge and confidence to differentiate
the Hawaiian Islands vacation experience and develop loyal advocates of the destination.”
ROBYN BASSO, CTC,
SENIOR DIRECTOR OF TRAVEL INDUSTRY PARTNERSHIPS FOR THE HAWAI‘I VISITORS & CONVENTION BUREAU
“When evaluating an industry event to attend, it’s important for me to weigh the pros and cons of being out of the office. Events are an investment, so focusing on the best way to invest the time and money is key. It’s important to learn about the products I sell, so I can present them best to my clients. Networking and building relationships with my suppliers is imperative, so it’s important to attend events they are also attending. Attending our National Conference each year motivates and inspires me. I consider this an investment of time and money well spent.”
SHARON HUNT, OWNER AND TRAVEL ADVISOR FOR DREAM VACATIONS
“W
hen evaluating which industry events to attend, I first look at the supplier or suppliers that will be part of the event to make sure we currently do business with the majority of them or are looking to do business with them. Then I consider the cost, if any, to attend the event along with
the location. I also research the event to make sure it lines up with my business plan. I have a storefront with some independent consultants, so I don’t attend an event that is focused mainly on independent consultants. We enjoy attending events; however, when we attend, I want to leave with new information and to have learned something I didn’t know.”
CHRISTY WAGNITZ, OWNER AND TRAVEL ADVISOR FOR GATEWAY TRAVEL
“Fortunately, there are many excellent industry events available to us as travel professionals. As an agency owner, I look first at our one-year and five-year goals — both sales and professional development and education goals for myself and my associates. I choose events that are held in new locations for us to experience, include our preferred suppliers and offer education into destinations and experiences that will most likely support the achievement of our goals. The best events are where we learn as much from the presenters as we do from meeting and talking with other agents; they are goldmines.”
ANNETTE BARNETTE, AGENCY OWNER AND GROUP TRAVEL SPECIALIST FOR ANNETTE BARNETTE
TRAVEL
THE CANARY ISLANDS
More than just a beach vacation, natural wonders and local attractions make the Canary Islands a must-visit destination.
WORDS / JENNA BUEGE
Just off the western shore of Africa sits an idyllic archipelago lush with shaggy palm trees, brightly painted homes, jagged cliff lines and lavish beachside resorts. It’s a place where picturesque, bluer-than-blue surf crashes onto golden and black sand beaches, remnants of the volcanic activity that caused the destination to be. That place is the Canary Islands, a Spanish autonomous community and Mediterranean paradise nestled in the Atlantic Ocean.
Consisting of eight main islands — Tenerife, Fuerteventura, Gran Canaria, Lanzarote, La Palma, La Gomera, El Hierro and La Graciosa — the Canary Islands are a dream vacation spot that attracts millions of visitors each year. And with their pleasant climate, jaw-dropping scenery and diverse culture and traditions, it’s easy to see why.
NATURAL WONDERS
Nicknamed the Fortunate Isles by 15th-century Romans, the Canaries have long been adored for their abundance of natural wonders, especially those of the eruptive variety. In Lanzarote, there’s Timanfaya National Park, a Mars-like stretch of volcanic wasteland that wows visitors with dormant slopes painted in colorful shades of red, black and gray. On the island of Tenerife, there’s Volcan El Teide, a 170,000-year-old volcanic structure that’s the third highest and most voluminous in the world. The volcano’s impressive beauty is best observed at the corresponding Teide National Park, where travelers can spend their time trekking alongside towering, spindle-like rock formations, tufts of green desert brush and from above the clouds when
they ride the park’s famous cable car.
On the island of Gran Canaria, jet setters will find an unexpected treat in Playa de Maspalomas, a sprawling expanse of rolling sand dunes that both delight and intrigue with their otherworldly terrain, clothing-optional beaches and fantastic seaside sunsets. Also on Gran Canaria is Roque Nublo, one of the world’s largest natural crags and an important site for ancient aborigines, the base of which is accessible to visitors via a moderate hike amongst soaring pines and tumbled rocks.
MAN-MADE FUN
In addition to their unique natural sites, the Canary Islands also present vacationers with plenty of man-made fun. For a taste of Cambodia in the Mediterranean, travelers can visit Siam Park, a highly-rated Thai-themed waterpark with a variety of slides, wave pools and even a lazy river. There’s also Poema del Mar, Gran Canaria’s massive, state-of-the-art aquarium which boasts three elaborately decorated zones — jungle, deep ocean and reef/ beach — and the largest tank in the world. Of course, theme parks aren’t the only thing that the Canaries have going for them. History buffs will enjoy exploring places like Tenerife’s Centro Histórico de La Laguna, a colonial town and UNESCO World Heritage Site, and Lanzarote’s Fundación César Manrique, a specialty museum that was home to the famous Spanish artist of the same name. Finally, for those who enjoy a stiff cocktail, there’s Arehucas Rum Distillery, a spot where tour-goers learn about the history of rum while exploring and sampling beverages crafted in one of Europe’s oldest rum cellars.
CONVENIENCE IN THE SKIES
From renewing passports online to enjoying complimentary Wi-Fi while flying, air travel is becoming more convenient for jet setters.
WORDS / CODIE LIERMANN
ONLINE PASSPORT RENEWAL
Renewing a passport will soon become easier than ever for many travelers. In late 2021, President Joe Biden signed an executive order titled “Putting the Public First: Improving Customer Experience and Service Delivery for the American People.” The order tasked 17 federal agencies to improve 36 customer experiences, one of which is traveling.
Among a host of other issues that arose during the pandemic, renewing a passport became an inconvenience. Due to the backlog, wait times to renew a passport by mail grew to 18 weeks in some cases. This led the Biden-Harris Administration to give the State Department permission to create a safe way to renew passports online.
The new initiative is a way to shorten wait times, hopefully cutting the renewal process down to five to seven weeks from the eight to 11 weeks it normally takes by mail. A series of limited-release pilot programs have taken place throughout 2022 with volunteers testing out the new online system, and it is anticipated that the full program will be up and running sometime in 2023.
To renew a passport online, travelers must meet all 10 of the requirements listed on the travel.state.gov website. The next step is to create a MyTravelGov account and verify the account by clicking the link from the verification email. After their account is registered (this could take up to 24 hours), they are free to log in and click “Renew Passport” to begin the online application process.
DELTA AIR LINES OFFERS FREE WI-FI
The convenience of staying connected is spreading to the skies. In early 2023, Delta Air Lines in partnership with T-Mobile announced plans to introduce fast, free Wi-Fi for everyone onboard. Feb. 1, 2023, was the kick-off date for the experience on most domestic flights, and full availability on international and regional aircraft is said to be coming by the end of 2024.
“At work, at home and everywhere in between, connectivity is essential to daily life, and your journey on Delta should be no different,” said Delta CEO Ed Bastian at the time of the announcement. “Our vision has long been to deliver an experience at 30,000 feet that feels similar to what our customers have available on the ground.”
To enjoy this new service, travelers flying with Delta can log in to their Delta SkyMiles account. Wi-Fi is available for all customers, no matter which service carrier they have.
“At T-Mobile, we believe staying connected while traveling should be an easy, seamless experience,” said Mike Sievert, T-Mobile CEO. “T-Mobile customers already get free in-flight Wi-Fi and now we’re partnering with Delta to bring that experience to all customers — regardless of their wireless provider — so that anyone flying Delta can enjoy online access from takeoff to touchdown.”
Time will tell if other major U.S. airlines will follow suit and roll out a complimentary Wi-Fi service for their content-consuming customers.
OUR BELOVED FLIPPERED
FRIEND ANSWERS YOUR VAX QUESTIONS.
YOU ASKED: I have advisors trying to book a new supplier on VAX VacationAccess, but when they try to book, they get an “Agency Not Found” error. What can we do?
MAXWELL SAYS: When you register your agency and advisors for VAX, they are gaining access to our leisure travel marketplace. You and your advisors will find an abundance of resources, content and educational opportunities along with access to many suppliers you may wish to do business with.
To book these suppliers, the agency’s owner or person designated as the VAX site manager for the agency will have to register with the suppliers prior to being able to complete bookings. There are two ways to access the supplier registrations. The first is from the VAX welcome email by selecting the blue “Get Started” button. Or navigate to the “Reservations Tab” and click “Vacation Packages > Supplier Registration > Register to Book Suppliers.”
Only agency owners or site managers for the agency should complete this registration. If you are a member of an agency or a larger host, they will be completing this registration on your behalf.
YOU ASKED: I need help with social media, does VAX have resources to help?
MAXWELL SAYS: Yes! Up your social media game with our “Travel Inspo Tool Kit,” VAX’s collection of social media-ready content listed under “The Compass” tab of the site. On this page, you’ll discover tons of shareable content from suppliers, cute and funny memes and articles from The Compass designed to increase and improve your social media presence. And if you’re unsure of how to post on certain platforms, we have step-by-step guidelines for that too!
Of course, The Compass (found by going to “Original Articles” under “The Compass” tab) has an abundance of shareable articles, too, perfect for social media. Use the easy one-click sharing buttons on the top right-hand corner of any article or copy and paste the URL to quickly share content with your audience.
P.S. There’s a search bar on the right side of the page to help you find the perfect article for nearly any occasion.
YOU ASKED: I struggle with finding what I’m looking for quickly in VAX, do you have any tips?
MAXWELL SAYS: Our team works hard to make sure that all our content is laid out in logical pathways to be easily found. If you take a few moments to utilize the dropdowns from our main tabs, we think you’ll find that it makes pretty good sense.
The great news is, if you use the search field located on the top right side of our content pages, you can find what you’re looking for in no time at all. For results in a flash, simply insert a keyword or two into the search field, browse the list of deliverables and voila, VAX’s search tool scours the site so that you don’t have to worry about navigating to your answer.
Have a question for Maxwell? Send it to us at training@vaxvacationaccess.com and we’ll send it his way. Then check out the next issue of The Compass magazine to see if he answered it.
The Compass on VAX
The digital content you need to power your business
If you’re looking for travel inspiration to share with your clients, time-saving industry insights for you or words of wisdom from industry leaders, The Compass has what you need to be a pro advisor.
Plus, did you know that every article on The Compass has buttons so you can share articles with just one click? The Compass makes it easy for you to be a content marketer.
But don’t fret – your clients can’t access VAX’s booking engine from the articles, so their booking will still be yours.
VAX exists to enable travel advisor success. It’s that simple.
Our award-winning booking platform and wealth of travel content and resources are tailored to and made available exclusively for travel advisors. We are a community of more than 125,000+ leisure travel advisors, who are turning industry insights into professional growth, and turning supplier relationships into more sales.
VAX DIY
VAX is more do-it-yourself than you think!
Did you know you can make changes to reservations, resend itineraries, refine searches to find specific availability and more on your own, right on VAX?
No need to call your supplier’s customer care center and wait on hold. Review our top do-it-yourself VAX tips and get step-by-step guidance for making these changes on your own.
Retrieving & Sharing Reservation Details
BUSINESS BUZZWORDS
Across 2. The difference between the amount earned and the amount spent 6. Measuring performance or results 9. Total income of a company 10. A statement explaining why your company exists
11. An innovative approach that shakes up an industry
14. A person using their personal brand on social or other channels to drive business
15. Efficiencies that allow you to scale your business
16. A specific persona you narrow your marketing efforts to reach
17. Adjust to new conditions
18. An amount of money paid to an advisor for their work
20. An accomplishment
1. A new approach or advancement
Skill or knowledge in a particular field
Reactions to a product or a person’s performance
5. Group thinking to problem solve or create new ideas
7. Opportunities you can leverage to grow
8. An experienced and trusted teacher
12. The action of leading a group
13. Challenges or hurdles that you may encounter
19. A workplace welcoming of all people
Find the answers at vaxvacationaccess.com/ thecompasscrossword.
“If your actions inspire others to dream more, learn more, do more and become more, you are a leader.”
— John Quincy Adams
DIVERSE OPTIONS FOR DIVERSE FAMILIES
It can be di cult deciding on the perfect place for a family vacation, especially when you have di erent ages and interests to appease. When you’re looking for an all-inclusive experience, The Sens Cancun o ers plenty of adults-only and family-friendly areas for dining, entertainment, and relaxation.
The White Box Mediterranean Gastrobar
Kinky on Board
White Sand Beach
Pirate Ship Family Adventure Cruise
Pirata’s Bay Beach & Pool Park
Kayaking
Sensoria Chill Out & Spa
Sian Ka’an Luxury Rooms & Suites
Mexican Folklore Show
Yucatan Jurassic River
Infinity Pools
Le Petit Chef
Travel Inspo Tool Kit
Power your agency’s social media and content marketing with ready-made social media images, memes and articles The time to travel is now and the time to connect with travelers is now Turn to VAX’s Travel Inspo Tool Kit to get the content you need to make those connections
