History of the OVERWATER BUNGALOW
THE STORY THAT CHANGED TROPICAL TRAVEL
WATER WONDERS
Discover eight aqua-fueled adventures
THE GALÁPAGOS ISLANDS
Explore the volcanic archipelago
GUIDE TO ANALYTICS
Marketing metrics aren’t all created equal
Fall in love with the Great Land
Hear the thunder of bright blue glaciers calving into the ocean. Stand in awe of majestic mountains soaring above jewel-like lakes. Witness wildlife roaming through unspoiled wilderness. There’s nowhere like the Great Land and there’s no better way to see it than with Princess, the #1 cruise line in Alaska. Set sail on a cruise or cruisetour for an adventure everyone will love.
There’s lots to love at sea
Discover two amazing glacier viewing experiences on the top-rated Voyage of the Glaciers cruise including Glacier Bay National Park. See the best of popular frontier towns with Discovery™ and Animal Planet™ shore excursions. Be immersed in local personalities and culture on board with the award-winning North to Alaska program and savor sustainable catches through the Wild for Alaska Seafood program. And with the MedallionClass® experience, get an effortless, personalized vacation with fast Wi-Fi, whatever you need delivered wherever you are, easy dining reservations and more of what you love.
Find even more to love on land
Get the ultimate Alaska experience on a Princess® cruisetour that combines a 7-day Voyage of the Glaciers cruise with stays on land. Enjoy overnight options in five Princess-owned wilderness lodges located in the heart of Alaska. Ride the exclusive Direct-to-the-Wilderness® rail service to experience more time in the wilderness. Not only will you visit two of the Great Land’s greatest attractions — Glacier Bay and Denali national parks — but you’ll also have your pick of excursions from your lodge, with at least one night in Denali, for a vacation that’s truly epic.
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A TROPICAL OASIS IN ORLANDO
When your clients dream of a relaxing tropical getaway, they may envision some remote island destination. Imagine their surprise to find an astonishing tropical oasis right in the heart of Central Florida. Best known around the world for its spectacular theme parks, attractions and resorts, Orlando, Florida is also home to Discovery Cove, a secluded, one-of-a-kind, all-inclusive day park, where visitors enter a lush island setting to discover some of the most immersive animal experiences the world has to offer.
ESCAPE TO DISCOVERY COVE, A UNIQUE ALL-INCLUSIVE DAY RESORT WHERE GUESTS AND THEIR FAMILIES WILL EXPERIENCE EXCITING ANIMAL ENCOUNTERS IN A BREATHTAKING TROPICAL ATMOSPHERE.
Every Signature Dolphin Swim Package includes the below, and more!
SIGNATURE DOLPHIN SWIM
Join zoological experts to learn more about these incredible animals. Then, enjoy a one-onone dolphin encounter.
THE GRAND REEF
Fringed by a sandy white beach, The Grand Reef is where guests can swim and snorkel with thousands of tropical fish and rays while exploring this immense reef habitat.
EXPLORER’S AVIARY
Home to more than 70 species, this massive free-flight aviary lets guests walk shaded pathways to observe and hand-feed more than 250 colorful birds.
WIND-AWAY RIVER & SERENITY BAY
Ride the soothing currents of a tropical river as it winds past sandy beaches, through a dense rain forest, beneath cascading waterfalls, and through an underwater cave.
ALL-INCLUSIVE AMENITIES
Every visit to Discovery Cove includes complimentary amenities like free parking, fresh towels, snorkeling gear, wetsuits and more. Enjoy a freshly prepared breakfast, gourmet lunch, and endless snacks and drinks, including beer and wine.
Discovery Cove’s mission to help further research, education, and conservation efforts around the world is an important part of the resort’s overall message. Visitors hear it and are inspired to adopt our mission as they return to their homes and communities.
MAKE A DISCOVERY COVE
TRAVEL ADVISORS CAN EARN UP TO 30% COMMISSION ON DISCOVERY COVE RESERVATIONS. SEE OUR SHOWCASE ON VAX FOR MORE INFORMATION.
>> Departments
9. PRESIDENT’S NOTE
Insights from John Ische, president of Trisept Solutions.
10. EDITOR’S NOTE
A world waits just beneath the surface.
14. TRUE NORTH
This quarter’s most important news for advisors.
18. CONVERSATIONS
We asked: What is your favorite unique water-focused excursion or unexpected destination for fun on the water?
20. BY THE WAY (A PSA)
Bye, bye junk fees? The fight against hidden charges.
22. HOW I CARRY ON Jamaica’s “Mr. Airlift” bids farewell after a 40-year-long career.
24. TAKING OFF
How Kendra Karver built a successful travel business.
26. THE RIGHT DIRECTION
This non-profit’s commitment to compassion is changing lives.
28. TECH TO KNOW
Can AI book your client’s dream vacation?
80. BREAKOUT SESSION
Travel advisors share what they learned in the first half of 2023 and how it will change their strategy for the rest of the year.
82. DESTINATION NEXT
This volcanic archipelago is a dream destination for nature enthusiasts.
84. YESTERDAY’S NEWS
Incredible demand has the U.S. Department of State struggling to keep up with passport requests.
86. ASK MAXWELL
Our beloved flippered friend answers your VAX questions.
89. CROSSWORD
Test your knowledge of these iconic bodies of water.
90. ONE FOR THE ROAD
Wisdom to take with you till next time.
>> Features
30. WATER WONDERS AROUND THE WORLD
Eight water-focused experiences that are worthy of travelers’ bucket lists.
42. THE FUTURE OF TRAVEL: ADVISORS EMBRACE SUSTAINABILITY AND THEIR VITAL ROLE IN IT
How you can build a sustainable practice that encourages conscious behavior.
46. SET-JETTING: THE POP CULTURE ENTHUSIAST’S FAVORITE TRAVEL TREND
From on the screen to on the scene, TV’s most popular shows are inspiring viewers to see the world.
52. THE BENEFITS OF ATTENDING IN-PERSON EVENTS
While virtual programs have their place, nothing compares to the benefits of live events.
54. THE HISTORY OF THE OVERWATER BUNGALOW
What started as one man’s dream quickly became a traveler’s paradise.
62. THE TRAVEL ADVISOR’S GUIDE TO USING ANALYTICS TO SUPERCHARGE GROWTH
Here’s what really matters when you’re assessing your company’s digital performance.
66. SPOTLIGHT ON AMERICA’S GREAT LAKES AND RIVERS
These magnificent bodies of water make for an epic getaway.
74. STEAL THESE IDEAS TO PROMOTE YOUR TRAVEL BUSINESS
Totally creative, ambitious and practical ways to leverage media channels to grow your business.
THE HISTORY OF THE OVERWATER BUNGALOW (PG 54) PHOTO:COURTESY OF INTERCONTINENTAL
President and Publisher
John Ische
Editorial
Editor in Chief – Sarah Kneisler
Managing Editor – Codie Liermann
Senior Editor – Jenna Buege
Contributing Editors – Alesandra Dubin, Jenny Hart, Anna Held, Rossilynne Skena Culgan
Advertising
Vice President – Joe Shomperlen
External Account Managers – Carey Driscoll, Melissa Haskin, Pam Lowe, Sue Ulickey
Marketing Operations
Director, Operations and Marketing – Sarah Kneisler
Advertising Product Specialist – Kati Kohler
Advertising Coordinator – Rowanna Bailey
Manager, Digital Marketing – Ashley Perego
Advertising Producers – Joseph Enslin, Kyle Krause
PUBLISHED BY
CHIEF EXECUTIVE OFFICER
Steve Zepezauer
PRESIDENT OF SALES & MARKETING
Scott Sanchez
DIRECTOR OF OPERATIONS
Tiffany Thompson
EDITORIAL DIRECTOR
Justine Amodeo
CREATIVE & MARKETING DIRECTOR
Tracy Powell
PRODUCTION MANAGER
Tina Leydecker
Every once in a while, a new wave comes along that revolutionizes the travel industry.
The last innovation was the iPhone in 2007. Who would have thought 16 years ago that so much of a traveler’s experience would be accomplished through a smartphone? Today, most people can barely remember the days without it.
The same thing happened with social media. While it might not have been used as a resource 15 years ago, the majority of travel advisors now use social media, including Facebook, Instagram and TikTok. Travel advisors are masters of social media, and I would guess quite a bit of business comes from using these channels.
The latest wave of innovation that will impact the travel business is ChatGPT. This generative artificial intelligence engine gathers information from around the internet to provide recommendations and insight on various topics, including travel. The first murmurs about ChatGPT might have been brushed off, but we’re realizing that it is only becoming more sophisticated, and it’s most likely here to stay. So get ready, because it’s time to adapt to new technology once again.
I encourage advisors to start to experiment and fully embrace this new technology, as it has a lot of potential. Preparing for it now and understanding what it’s capable of will allow advisors to use it to their advantage. Using ChatGPT can open the door to a whole new form of trip planning advisors weren’t previously able to offer.
No matter how advanced, one thing a technology tool will never have is the capability to build a relationship with a customer — and solid relationships are key to business growth. Years of experience working with clients and an extensive knowledge of travel are things that will always set travel advisors apart. Travel experiences are defined differently among
John’s industry tenure spans more than three decades.
clients. For example, if someone says they want a water-focused experience on their vacation, this could mean several different things. Do they want to be in the ocean? Are they pool people? Would swimming in a cenote interest them? Travel advisors know their clients, and from experience, they know just what their client is looking for — or they know the right questions to ask to figure it out.
It might seem threatening, but I encourage you to embrace ChatGPT and figure out ways to utilize this technology in your business. VAX will be here to support you in this new world as well. With each new wave of innovation, we plan to continue helping enable advisors to succeed. We’re excited to go on yet another new adventure together, just as we have throughout the years.
John Ische PRESIDENT, TRISEPT SOLUTIONS
Underneath the ocean’s surface is a whole other world many people have never explored. It’s filled with colorful marine life, creatures both massive and minuscule.
Just because it exists, though, doesn’t mean everyone knows all about it. Whether you’ve had the opportunity to explore the ocean or not, it’s always been there, available for those most interested.
Similar to the depths of the ocean, the travel industry is a world that exists even when people don’t explore it. With so much on offer, it’s a shame if travel advisors don’t use the many resources available to their full advantage. If you look beyond the surface, you might find out something exists that maybe you didn’t know about before.
Take VAX for example. Maybe you’ve visited the website and made several reservations on the booking engine. But that’s only one area, and there’s so much more to this platform. Have you explored the Travel Inspo Tool Kit? Watched an On-Demand Webinar? Checked out a Supplier Showcase?
Or maybe you’ve visited a certain destination countless times for FAM trips and conferences, but have you ever stopped to look around and take in the sights and sounds or learn more about its history and culture?
The theme for this issue of The Compass magazine is water-focused travel experiences, and we encourage you to take a deeper dive into areas you may not have had the chance to learn about yet. In the pages of this magazine, you’ll
Codie Liermann MANAGING EDITOR CODIE AIMS TO DELIVER VALUABLE CONTENT TO TRAVEL ADVISORS
explore unique water wonders around the world and visit the Galapagos Islands. You’ll also learn all about the history of the overwater bungalows.
As always, there are plenty of articles to assist you in taking your travel business to the next level. We share tips for using analytics to assess your company’s digital performance as well as tactics for leveraging the media as a business tool.
Hopefully this issue helps you to look beyond the surface and swim deeper into the depths of everything the travel industry has to offer.
The theme for this issue of The Compass magazine is water-focused travel experiences, and we encourage you to take a deeper dive into areas you may not have had the chance to learn about yet.
if the
is included?
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CONTRIBUTORS
JENNA BUEGE
Senior Editor for VAX VacationAccess and world explorer, Jenna Buege 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.
JENNY HART
Jenny Hart is an American travel writer and advisor based in Mexico City. She specializes in writing about and selling travel to Mexico, Latin America and the Caribbean and is passionate about promoting tourism in her adopted country and beyond. Follow her on Instagram at @jennyjhart.
ALESANDRA DUBIN
Alesandra Dubin is a news and lifestyle editor and writer based in Los Angeles. A veteran digital journalist, she’s covered travel, food, events, fashion and beauty, entertainment, home, parenting, and viral content for more than 15 years, for both consumer and business audiences. Her work has appeared in Town & Country, Esquire, Cosmopolitan, Good Housekeeping, Parents, E!, BravoTV. com, BuzzFeed, TODAY.com and countless other online and print outlets.
Thank you to our talented writers for your creativity, which helps bring The Compass to life each issue.
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.
ANNA HELD
Anna Held is an essayist, journalist and tech ghostwriter. Her work has appeared in Entrepreneur, Vox, The Cut, Bustle and Buzzfeed, among other publications.
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Stay the course on these big issues.
WORDS / JENNA BUEGE
ROYAL CARIBBEAN’S NEW BEACH CLUB
After receiving the green light from the government of The Bahamas, Royal Caribbean International is moving forward with plans for its firstever Royal Beach Club. The cruise line is partnering with the Bahamian government in a “private-public partnership” where the Bahamas will own up to 49% equity in the club to reinvest in the local community. The new Royal Beach Club is slated to open in 2025 and will be located on 17 acres of land on Nassau’s Paradise Island.
Southwest Partners With Amazon
After a disastrous winter holiday travel season, Southwest Airlines has partnered with Amazon Web Services (AWS) as its preferred cloud provider as part of the airline’s plan to “enhance the passenger journey, optimize operations and efficiently invest in information technology infrastructure,” according to a March 2023 press release. The airline hopes that its work with AWS will help to modernize the company’s operation, equip employees with better customer service tools and improve its reliability through revamped digital solutions and responsive customer support.
LUFTHANSA TO LAUNCH SWANKY SEATING
Lufthansa planes are about to get a major makeover with the launch of the German airliner’s new Allegris cabins. A luxurious twist on the classic in-cabin experience, the new look will boast smart seat designs in economy, premium economy, business and first class with shiny features like seat heaters and coolers, maximum legroom, spacious seats, 4K monitors and more. Lufthansa CEO Jens Ritter stated that the exciting updates are a response to a change in customer needs which called for improved spaces for working, sleeping and spending time with travel companions.
Earlier this year, the Transportation Security Administration (TSA) issued an emergency cybersecurity amendment requiring airport and aircraft operators to button up their security efforts by developing cybersecurity resilience implementation plans. The call to change came after the launch of the Biden administration’s National Cybersecurity Strategy plan in March, which aims to improve at-risk cybersecurity measures within critical infrastructure to support safe, secure and efficient travel.
Bryce Canyon’s Milestone Anniversary
Established in 1923, Utah’s Bryce Canyon National Park is celebrating its 100th anniversary this June. Home to towering rock spires and colorful formations, the natural playground was awarded National Park status to preserve its “unusual scenic beauty, scientific interest and importance,” according to the National Park Service’s (NPS) website. To mark the occasion, the NPS has a variety of virtual and in-person activities planned throughout 2023 where travelers can celebrate their love for the iconic park.
EUROPE COMBATS AIR POLLUTION
Countries across Europe are offering free public transportation in an attempt to promote sustainability. The European Union (EU) hopes that the fare-free option will inspire more people to seek public transit, consequently keeping more cars off the road and improving local air quality. Countries like Luxembourg, Malta, Spain and Italy were among the first to take charge with dozens more expected to follow suit over the next several months. Transportation accounts for a quarter of the EU’s total emissions with 60% stemming from car use.
Mexico Ponders
Peninsular Train
Mexico is making headlines with the announcement of a potential train development in Baja California. The proposed 2,796-mile route would run from Tijuana to Chiapas, with Mexican officials stating that they are open to the idea of beginning the route in San Diego upon agreement and assistance from the U.S. If approved, the project would be completed in 2027 and would play a major role in transporting both tourists and locals throughout the popular destination.
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Vinal Desai Burbeck
FOUNDER & CHIEF
EXPERIENCE OFFICER AT WANDERLARK
WEBSITE wanderlark.com
INSTAGRAM instagram.com/wanderlarktravel
“Personally, I love being on the water — including in and around cities. I always recommend that my clients see their urban destinations from the water, if possible, to relax and enjoy the views. One of my alltime favorite water-based experiences is a champagne tasting cruise on the Seine in Paris. It is incredibly scenic, and the bubbles add a celebratory touch, making it the perfect addition to a honeymoon or other special occasion trip.”
Kimberly Sullivan
TRAVEL ADVISOR AT LUXURY PARADISE TRAVELS LLC
WEBSITE luxuryparadisetravels.com
FACEBOOK facebook.com/ luxuryparadisetravels
“When I stayed at Maitai Rangiroa, I went drift diving and saw black tip sharks. Rangiroa is one of the largest coral atolls in the world. Atolls are remains of volcanic islands that have sunk back into the ocean under their own weight after millions of years, leaving behind only the reef. Inside the ring of the atoll, the ocean transforms into a placid lagoon with clear waters that are a haven for marine life. Being a scuba diver for over 20 years, the drift diving was a new experience for me. I snorkeled with the natural water flow along with sharks, dolphins, rays and all sorts of fish from Polynesian waters. It’s important to note that Avatoru, Rangiroa does not abound in wide, sandy beaches — sand seekers should visit beaches elsewhere on the atoll.”
Dr. Terika L. Haynes
CEO AND FOUNDER OF DYNAMITE TRAVEL
WEBSITE sodynamite.com
INSTAGRAM instagram.com/dynamitetravel
“My unexpected destination for water fun is the island of Saba. Saba is the smallest island in the Caribbean making it one of the most remote destinations in the world. The island is known as the ‘Unspoiled Queen’ because of its remoteness which makes it inviting for a diverse collection of wildlife and marine life. Saba is considered to be one of the top diving destinations in the entire Caribbean. Diving enthusiasts love Saba as it has a diverse collection of coral reefs and lots more. Saba and Saba Bank were recently designated as a Hope Spot by the Mission Blue organization to recognize the conservation and preservation for the island’s waters.”
Keith Nootbaar
OWNER OF CLEVELAND CRUISE AND TRAVEL
WEBSITE clevelandcruisetravel.com
FACEBOOK facebook.com/ clevelandcruisetravel
“When one thinks about water-focused excursions, one thinks of snorkeling, rum cruises, pirate ships and the like. However, one of my favorite water-focused excursions that I have been on was a cruise in January from Puerto Vallarta to the Marietas Islands, the islands set 22 ½ miles from Puerto Vallarta at the mouth of the Banderas Bay. In the winter, especially January and February, Banderas Bay is filled with ocean mammals. Humpback whales, dolphins and orcas are all in abundance. In the 1 ½ hour trek to the island that January morning we saw them all up close and in the wild. What an experience!”
BYE, BYE JUNK FEES?
The fight against hidden charges has travelers wondering what their ticket actually includes.
WORDS / JENNA BUEGE
Anyone who’s purchased a ticket online knows the pain of watching their cart total suddenly skyrocket upon hitting the checkout screen. While the advertised price seemed reasonable enough at first, second thoughts start to creep in as additional charges like facility fees, sales tax and convenience fees are silently tacked onto the bill. After a reluctant apology to your wallet, you bite the bullet and fork over the extra cash.
Hidden fees are the bane of the modern event-goer’s existence, but the entertainment industry isn’t the only one that’s guilty of charging its customers more than advertised; travel is a huge offender too. From airlines charging extra for assigned seats and
carry-ons to hotels and resorts adding to the bill for pool towels, phone calls and tips, so-called “junk fees” are a big part of the industry, and travelers are fed up. In fact, the pesky charges are causing such a stir that the White House is buzzing with talk about how to banish them for good.
A RULE TO BAN JUNK FEES?
The battle with junk fees first made headlines in the fall of 2022 when President Biden urged agencies to focus on reducing them after a meeting with the Competition Council. Then, in his 2023 State of the Union Address, Biden pledged to target extra costs citing the Junk Fee Prevention Act, a proposed rule that would crack down
on four specific types of junk fees — excessive online entertainment ticket fees; airline fees for family members to sit with young children; early termination fees for TV, phone and internet service; and surprise resort and destination fees.
“I know how unfair it feels when a company overcharges you and gets away with it,” said Biden. “Not anymore.” The President went on to call out airlines stating, “We’re making airlines show you the full ticket price upfront and refund your money if your flight is canceled or delayed. And we’ll prohibit airlines from charging up to $50 roundtrip for families just to sit together. Baggage fees are bad enough — they can’t just treat your child like a piece of luggage.”
The proposed rule follows additional efforts from the U.S. Department of Transportation (USDOT) and the Federal Trade Commission, both of which recently proposed legislation to enhance the transparency behind airline, hotel and resort fees deemed as unfair or deceptive.
THE INDUSTRY RESPONDS
The response to the proposal to ban junk fees has been largely positive among travelers and travel pros alike. The American Society of Travel Advisors (ASTA) is fully on board with the suggested changes as the organization is a longtime supporter of efforts to increase transparency in travel pricing. “We believe hidden hotel resort fees violate this principle
of transparency, and that public sentiment is with us on this issue,” said Eben Peck, executive vice president of advocacy for ASTA. “As such, we support any initiatives to ensure that consumers are shown the full pre-tax price of a hotel room while searching and comparing lodging options for their next trip.”
In the weeks following Biden’s address, the travel industry took swift action to implement new policies surrounding junk fees. Many of the big changes have taken place in the skies where several airlines made it easier for parents to sit with children under the age of 13 at no additional cost, something that wasn’t always possible just a few months ago. Additionally, in early March, the USDOT unveiled its family seating dashboard, a tool
designed to make it easier for families to understand which airlines offer “fee-free” family seating and which ones don’t.
On the hospitality front, the American Hotel & Lodging Association (AHLA) was among the first to voice its concern on how the removal of junk fees could impact the hotel industry as “bed taxes” account for a huge source of revenue. AHLA also noted that only six percent of U.S. hotels charge travelers a mandatory resort, destination or amenity fee which typically averages around $26 a night. AHLA is working to determine the best course of action moving forward to ensure that any additional fees don’t come as a shock to travelers while booking their next hotel stay.
JAMAICA’S “MR. AIRLIFT” BIDS FAREWELL AFTER A 40-YEAR-LONG CAREER
Donnie Dawson, Jamaica Tourist Board’s Deputy Director of Tourism for the Americas, hangs up his hat after four decades in the travel industry.
Spending 40 years in an industry is sure to come with ups and downs, successes and hardships and plenty of wisdom gained along the way. But one thing is for certain: you have to enjoy what you do, and this was absolutely the case for the Jamaica Tourist Board’s Deputy Director of Tourism for the Americas, Donnie Dawson.
After an extensive career in the travel industry, Dawson has entered a well-earned retirement. As he looks back on his profession, he does so fondly and with a sense of
pride and satisfaction.
“I’ve always said, the day I wake up, look myself in the mirror and don’t feel like going to work, I would quit. But I always felt excited going in because there was always something exciting to do,” Dawson said.
CAREER ACHIEVEMENTS
While there were many accomplishments to be proud of over his career, Dawson’s earliest achievement was working to begin nonstop service to Montego Bay from Los Angeles.
“My first big accomplishment was to work
and get Air Jamaica to fly a nonstop service from Los Angeles to Montego Bay,” Dawson said. “We worked hard on that, and I was very proud when Air Jamaica started to fly nonstop from Los Angeles to Montego Bay. That was a shining moment for everybody.”
This was only the beginning, and there are currently more than 20 cities in the United States offering nonstop service to Jamaica.
Playing a vital role in getting these flights going, Dawson earned the nickname “Mr. Airlift.”
Though the pandemic caused a disappointing setback, an additional element of the job Dawson felt was an accomplishment was developing business from Latin America to Jamaica: “The most important ingredient in developing that business of course is airlift, and we worked for years developing nonstop airlift from Latin America into Jamaica.”
Dawson is also proud of where Jamaica stands right now. The last few years were tough, to say the least, and his team created a strategic plan, did things right and helped pull Jamaica out of the pandemic — even past the recovery stage right back into a growth situation.
TRAVEL ADVISOR ADVOCATE
Dawson saw the value of travel advisors early on and realized any brand that wants to be
CODIE LIERMANN
Inset: Donnie Dawson; left: Dawson with travel advisors at the annual One Love Affair event.
successful needs to be connecting, informing and educating advisors. He knew from the start he wanted a strong travel agency relationship and has always shown support for advisors.
“I’m a big advocate, strong advocate for the retail travel advisors,” Dawson said. “Travel agents have over the years reinvented themselves, realigned themselves and become even more professional in their business than they used to be.”
This way of thinking led him and his team to create the Jamaica Travel Specialist Program, an educational training program that about 48,000 travel advisors have
graduated from. The program is in English, French and Spanish for retail travel advisors in Canada and the United States, and it recently launched in Latin America.
According to Dawson, having a specialty is important, and he urges advisors to figure out what theirs is and hone in on it.
“My advice to all the travel advisors is, stay within your lane,” Dawson said. “Try to specialize so people understand who you are. Educate yourself. Be an expert. Be an expert, whether it is destinations, whether it’s cruises, whatever it is, be an expert. Don’t try to be everything to everybody. That will never work. Try to stay within your lane.”
As Dawson transitions into retirement, he plans to travel without any stress or deadlines, play a lot of golf, stop and smell the roses and “just enjoy.”
WHAT’S IN DONNIE’S CARRY ON?
“I always pack one outfit extra because you never can tell what’s going to happen the last day. And because I like to eat and try different foods, I always have a packet of Tums in my suitcase.”
Donnie Dawson played a vital role in bringing nonstop flights to Jamaica, whose sparkling shoreline is pictured above.
A VISION BROUGHT TO LIFE
Kendra Karver shares insights on how she built a successful travel business.
WORDS / CODIE LIERMANN
While owning a travel business might not have always been the plan, it’s no surprise this is where Kendra Karver, the owner of Kendra & Company Travel Agency, ended up.
“Travel really found me, I’ll be honest with you,” said Karver.
As an “organization queen,” Karver was always the one planning her family vacations, which included handling all the travel documents and having folders with everyone’s name on them.
After successfully planning a group cruise, her mom suggested she look into doing travel for a job. And where does one go to learn more information these days? Facebook. From there, a friend connected her with an agency that was hiring, and Karver was hired on the spot. She worked at the agency for five years before acting on the urge to begin her own company.
“I just felt like I wanted to have my own brand, to have my own agency where I could really focus on romance,” Karver said. In September of 2020, Kendra & Company Travel Agency was officially launched.
It has been a “wild, crazy ride” for Karver, as she hit the ground running from the get-go. Success is never simply handed to a person, and Karver’s organization, diligence and hard work continue to pay off as her business grows.
SUCCESS FACTORS
One factor that plays a huge role in her success is giving each client she works with a great experience. This includes
Kendra Karver, owner of Kendra & Company Travel Agency.
making a good impression, explaining the benefits of using an advisor and especially seeing the whole experience out from start to finish, even making it a point to call each client after their trip.
“I find that a lot of clients don’t want these cookie-cutter trips anymore. They want experiences. They want to do things. They don’t just want to stay on the resort anymore,” Karver said, adding that she designs trips based on each client’s interests. This has resulted in satisfied returning customers as well as new business from referrals.
Karver also places importance on education, and this aids in the growth of her
business. She continues to not only attend seminars and trainings but to travel herself.
“I try to keep up with a lot of training and things that are going on in the world just to keep myself abreast of everything,” Karver said.
Growing her unique brand and defining what her agency means to her have also been huge components of her success. For Karver, it’s all things romance. She not only books destination weddings but also attends them too, taking care of pre-wedding meetings, scheduling hair and makeup trials and preparing welcome bags for guests, among several other tasks.
“My destination wedding business has been
KARVER’S ADVICE FOR NEW ADVISORS
• Find a mentor.
• Take as many educational opportunities as you can.
• Learn your niche.
growing incredibly, and I think I add a little bit of a different element because I travel with the majority of my destination wedding groups and do group coordination and management,” Karver said. “I love it. I love love, and it’s great to kind of see everything that you’ve been planning for the last year kind of come together in one single day.”
While her destination wedding business is really taking off, Karver currently books all things romance, including proposal trips, elopements, honeymoons, anniversaries and vow renewals.
FUTURE GOALS
With all successful businesses come future goals, and Karver has several. In addition to hiring a Client Experience Manager and one day solely focusing on destination weddings, she also hopes to become a mentor for new travel advisors.
“It would have been so much easier, so much better, if I had the tools to be successful. I didn’t have that when I started my agency,” Karver said. “I would love to be able to mentor someone who’s in my same position who maybe doesn’t have anyone that they can go to. I want to be able to be that light for someone.”
When it comes to advice she has for new travel advisors, Karver stresses the importance of finding a mentor, continuing to learn and declaring a niche – in addition to remembering that “every client is not my client.”
“Niching down will really make you the expert in your field,” she said. “It’s going to take time because you have to be okay with saying no to things that don’t align with your brand, that don’t align with your vision.”
For Karver, her vision is clear and was brought to life with hard work, dedication and passion.
Kendra Karver with a bride and groom.
MERCY SHIPS: BRINGING HOPE TO THE COASTS
This non-profit’s commitment to compassion is changing lives.
WORDS / JENNA BUEGE
Did you know that almost five billion people lack access to safe surgery? Did you also know that nearly 50% of the world’s population lives near a coast? While these two facts may seem unrelated, they’re two important cornerstones of Mercy Ships’ mission: to bring life-changing surgery to the people who need it most.
Founded in 1978 by Don Stephens, Mercy Ships is a non-profit organization that works to bring accessible healthcare to
impoverished communities through state-ofthe-art hospital ships. Akin to floating cities, the group’s impressive vessels act as places to live and work for more than 1,500 volunteers from 60 nations who selflessly dedicate their time to providing free surgical, medical and dental care to children and adults who would otherwise go without.
“Since 1978, Mercy Ships has had one to three ships in service,” said Cecilia Villa, head of resource development for Mercy Ships. “From 1983 through 2007 our ships
served various countries/areas throughout the world including the South Pacific, Central America, various ports in the Caribbean, Brazil, the Dominican Republic, Guyana and Haiti. Since 2007, our hospital ships have served West and Central Africa.”
Today, Mercy Ships operates two ships — the Africa Mercy and the Global Mercy, which is the first purpose-built hospital ship and the largest civilian hospital ship in the world.
“The surgeries onboard in a country vary
Global Mercy joins Africa Mercy in Dakar, Senegal.
greatly from destination to destination,” said Villa. To help meet the demands of specific communities, critical surgical needs are determined around two years in advance to give the team time to prepare. Villa cited cleft lip and palate, cataracts, bowed legs, burns and scars, dental issues and obstetric fistula repair for injuries sustained during childbirth as common medical problems treated by personnel aboard the African Mercy.
“Many of these ailments are extremely severe because patients have had little prior access to medical care,” said Villa. “In addition, people with disfiguring medical conditions have often been shunned by their communities, so medical treatment from Mercy Ships can also help relieve the stigma and isolation that they have experienced.”
In addition to providing life-saving surgeries while docked, Mercy Ships invests in local surgical infrastructure to ensure residents can continue to receive care long after a ship leaves the port. To achieve this, development teams associated with the non-profit work alongside local leaders, governments and national ministries of
health to determine surgical infrastructure needs and create projects that will support the surgical ecosystem in a partner hospital. Additionally, Mercy Ships offers medical professional monitoring and training courses both on the ship and in-country to help improve the quality of services across each hospital.
While medical professionals like surgeons, dentists and nurses are always a hot commodity, there are so many ways for people to get involved with Mercy Ships, including travel advisors.
“We have like-minded affiliate organizations who assist our travelers globally with the process of getting to and from field service,” said Villa. “These partners fill our specific niche in being able to move hundreds of travelers from international origins to where we serve patients — often in commercially underserved regions.”
As for those hoping to roll up their sleeves and help, Villa noted there are several volunteer opportunities where knowledge of travel is beneficial, such as administration or reception. When asked if there was anything she
WHAT ARE MERCY SHIPS?
Floating hospitals that bring free healthcare to impoverished coastal communities around the globe.
HOW CAN ADVISORS GET INVOLVED?
Advisors can email Corporate.partnerships@mercyships.org for more information on how to get involved.
wanted advisors to know, Villa pointed out that the logistics of these types of trips are far different from the average vacation, but the trouble is well worth it in the end.
“When people sign up to serve with Mercy Ships, getting them from place to place is a different process than the leisure travel sphere. We’re sending our travelers to be of service in locations many people would not choose to go on vacation, so there are often more logistics that go into booking that travel,” said Villa. “Despite it sometimes requiring more research and consultation on the agency’s end — and flight time on the traveler’s end — it’s an incredibly worthwhile endeavor to be able to help people get to where they can do the most good.”
Dr. Wodome performs a cataract surgery.
Mercy Ships’ Cecilia Villa.
CAN AI BOOK YOUR CLIENT’S DREAM VACATION?
AI has massive potential to reinvent the way we plan and book travel — but it’s not there yet.
WORDS / ANNA HELD
From powering robots to chatbots, AI has the potential to change how we work, live and communicate. OpenAI, the organization behind ChatGPT, believes that most jobs will be at least somewhat impacted by large languagemodel-powered software. But exactly what that looks like — and when it will happen — is still uncertain. We dug into how ChatGPT and AI could impact travel advisors and answered the existential question: “Is it coming for travel advisors’ jobs?”
WHAT CHATGPT IS GOOD AT AND WHERE IT FALLS SHORT
ChatGPT is an AI chatbot built on OpenAI’s large language-learning models. You can ask open-ended questions, and it will answer them conversationally. Unlike old-school chatbots, which are pre-trained based on likely questions and answers, you can ask ChatGPT literally anything, for better or worse.
Right now, while the technology seems revolutionary, it’s still in fairly early stages. ChatGPT was launched as a prototype at the
end of 2022 and still has a long way to go before it replaces jobs.
One major concern with ChatGPT (and all AI) is that it will answer with information that sounds correct but is factually wrong. This phenomenon is called a hallucination. For example, you could ask it to explain an academic concept to you with citations. The resulting explanation of the concept may be correct, but the citations could be totally made up. OpenAI said their new release will have fewer hallucinations, but that’s yet to be seen.
HOW THIS IMPACTS TRAVEL ADVISORS
This is a major change, but it comes with opportunities for travel advisors to work more efficiently and provide more niche or personalized service. “Travel has been disrupted many times before,” said Gary Meehan, founder of AI travel company Where To AI.
ChatGPT could be used as a free, useful tool to make travel advisors more efficient. If you’re looking for a new way to describe an experience or want to streamline a lengthy marketing email, for example, leveraging ChatGPT could save you time. ChatGPT is also being considered as a replacement to address simple customer service requests as an always available chatbot.
“It should be seen as a tool rather than a threat,” said Meehan.
And yes, ChatGPT-powered apps can book trips, sort of. But there are risks due to the unpredictability of the model. Arvind Narayanan, Ph.D., a computer science professor at Princeton, gives the example of an AI-powered app booking a trip to San Jose, California, rather than San Jose, Costa Rica, as a possible error that the system could make. And, because of the potential for hallucinations, travelers would need to factcheck their itineraries, which makes using AI not nearly as convenient.
“Right now, everything’s not up to date or 100% accurate, but it can get very close,” Meehan added. “An experienced travel advisor could really level up and have an edge over their competitors if they’re able to leverage the tools to their advantage.”
AI models are trained on a high volume of global content. They can synthesize a high volume of reviews and provide recommendations based on the considerations given in the prompt. In this case, AI can improve the experience of existing travel and review platforms, such as TripAdvisor, Yelp and Expedia, and give travel advisors more information to work with.
What technology can’t replace is the personalized, white-glove experience of working with a travel advisor. The ability to experience the awe and joy of travel is uniquely human. ChatGPT is great at a lot of things, but it doesn’t remember your family’s needs, have relationships with restaurant managers or know the best-kept secrets at locations around the globe.
Travelers need advisors who understand all that goes into building a dream vacation. AI may technically be able to book a vacation, but travel advisors will be the ones to create the trip of their customers’ dreams. AI is just one of many resources travel advisors can leverage to gain an edge.
FOUR EASY WAYS TO LEVERAGE AI TOOLS
1. EMAIL MARKETING.
ChatGPT can condense lengthy copy to make marketing messages more concise and engaging. Leverage the tool to streamline a lengthy marketing email — A/B test the two options and see what performs best.
2. COPY CREATION. Struggling to describe a trip? Use AI to suggest new descriptive ways to explain the experience.
3. CUSTOMER SERVICE SUPPORT. AI tools can be explored as a replacement to address simple customer service requests as an always available chatbot.
4. BRAINSTORM TRIP IDEAS.
ChatGPT can’t plan a custom itinerary, but it can help you get started. Test out prompts based on client goals and the experience you’re looking to cultivate. For example, try using the prompt, “I’m a wanderer who loves the outdoors and going off the beaten path,” and see what AI recommends.
You can use this initial output to gut check your own recommendations and experience and optimize based on your relationship with the client.
WATER WONDERS AROUND THE WORLD
These eight water-focused experiences are worthy of travelers’ bucket lists.
WORDS / JENNA BUEGE
Whether it’s in it, on it or around it, so many of life’s greatest adventures have water at their core.
Humanity’s attraction to water transcends location, culture and ethnicity. In fact, our fascination with the world’s sparkly blue depths is so prevalent that it’s been the
focus of numerous scientific studies, the inspiration for millions of books, poems and songs and the shining star in plenty of films and documentaries.
Luckily for us, so many of Earth’s watery wonders are open to exploration. Ready to start dreaming? These eight unique aquafilled getaways inspire romance, relaxation, thrills and more.
Opposite page: Ik Kil cenote in the Yucatan Peninsula; left: Visitors swim in beautiful blue-green waters.
GRAND CENOTES IN MEXICO
Hidden within the dense cover of the mysterious Yucatan Jungle, where a sea of broccoli-like treetops stretch as far as the eye can see, is an ancient treasure, the equivalent of liquid gold. Despite its reputation for swanky oceanfront hotels and exciting water-based adventures, Mexico’s Yucatan Peninsula has virtually no permanent surface water. Instead, nearly all the region’s lakes, ponds and rivers exist thanks to cenotes, the beating heart of the Riviera Maya’s intricate underground water system.
While cenotes can occur both above and beneath the ground, some of the most spectacular of the bunch are semi-open or cavern-like in appearance, their crystal-clear turquoise pools framed by wild vines, rocky outcroppings and stalagmites and stalactites. When sunlight pours in from the “roof,” it’s easy to feel that same mystical connection understood by the Ancient Mayans long ago.
BIOLUMINESCENCE IN VIEQUES
Beneath a blanket of stars, the sea sets the stage for one of nature’s most spectacular talents: bioluminescence. A rare phenomenon commonly observed in marine life, bioluminescence is the result of a chemical reaction from within an organism’s body often resulting in the creature emitting a vibrant bluish-green hue.
The world’s brightest display of this dreamy occurrence happens at Vieques Islands’ Mosquito Bay where billions of Dinoflagellates (dinos) light up the surf in neon-like aqua-colored bursts each night. While the dinos are visible throughout the year, they’re best observed during the darkness and calm of a new moon.
SWAMPLAND IN NEW ORLEANS
Shrouded in mystery with legends of treasure-hungry pirates and vengeful voodoo priestesses, New Orleans’ majestic bayous are a classic example of Crescent City charm. Fashioned from a dense collection of bald cypress trees, thick tufts of Spanish moss blanket the swampland canopy from above while colorful algae dance upon the water’s surface below. The air is alive with the calls of backwater creatures, a symphony of sounds, completely unique to this tiny pocket of the universe.
Home to some of the earth’s wildest nature, NOLA’s watery tendrils are a hot spot for observing everything from reptiles and snakes to mammals and birds. However, the biggest draw for many explorers is the chance to come face to face with the American Alligator, of which nearly two million inhabit the area’s murky waters.
Tourists set off on a New Orleans swamp tour.
A small alligator peeks through the trees in a swamp in Louisiana.
HOT SPRINGS IN ICELAND
With its lush rolling hills, snowcapped mountaintops, jagged cliffsides and active volcanoes, Iceland’s placement on the Mid-Atlantic Ridge has resulted in some spectacular scenery. And in addition to a plethora of natural landscapes, Iceland also enjoys a variety of geothermal activity, a phenomenon in which heat from inside the earth is transferred to the surface in the form of lava flows, geysers, fumaroles, mud pots and hot springs.
And while all the geothermal formations listed above can be observed in the Land of Fire and Ice, one has played a particularly important role in shaping the country’s history, culture and tourism industry: the hot spring. Toasty and warm by (natural) design, Iceland is home to over 60 hot springs, many of which date back to the days of ancient Vikings and early settlers. Over the years, the region’s hot springs have played many roles with their waters acting as a gathering place for friends and families, a resource for cooking, cleaning and baking and now, a source of renewable energy for modern citizens. However, above all, they act as a source of pride for locals who share the magic of their warm pools of water and soft clouds of steam with all those who visit.
Top: Iceland’s famous Blue Lagoon; bottom: Hrunalaug, a beautiful natural hot spring in the village of Fludir.
AN UNDERWATER HOTEL IN THE MALDIVES
An oasis surrounded by an ocean of blue, The Muraka at Conrad Maldives Rangali Island is a swoon-worthy tropical escape. Bungalow-esque in design, crisp, white furnishings, massive windows and an impressive deck capture attention upon arrival. But there’s more than meets the eye to these stylish digs. In fact, 16 feet below the surf awaits one of the most unique hotel rooms in the world.
Upon descending a lengthy spiral staircase The Muraka’s master bedroom is revealed — a spacious underwater suite featuring a 180-degree curved acrylic dome ceiling. Guaranteed to be some of the most fin-tastic accommodations the average traveler will ever encounter, the room offers guests a literal front-row seat to the majestic world beneath the sea. Plus, an underwater bathroom, a walk-in closest with floor-to-ceiling windows and a designated seating area make it easy to observe the region’s brilliant marine life.
Top: An aerial view of The Muraka at Conrad Maldives Rangali Island; bottom: The Muraka’s master bedroom.
TOURING THE GREAT BARRIER REEF
A tiny, but mighty creature, hard coral has the intriguing ability to bud and multiply throughout its life. Over the course of thousands of years, the coral will leave behind a trail of limestone casings, eventually creating a vibrant undersea habitat for ocean-dwellers of all varieties. It really is quite amazing, and perhaps the most impressive display of coral’s handy work is Australia’s Great Barrier Reef, a 1,429-mile stretch of coral reef that’s a planet all its own.
As for the inhabitants of that planet, over 9,000 known species call the Great Barrier Reef home. Here, brightly painted fish, eels and crustaceans lurk within rocky outcroppings, camouflaged by wallpapers of red, orange and green. The reef’s diverse collection of marine life is a huge draw among tourists who embark on snorkeling, diving and boat tours from the coastal city of Cairns where they hope to catch a glimpse of creatures like sharks, jellies, dolphins and rays.
Top: Sunbeams shine down on the Great Barrier Reef; bottom: A small sea turtle swims in the surf.
CAGE DIVING WITH GREAT WHITES IN SOUTH AFRICA
One of the most powerful creatures in the deep, the great white shark is the largest and strongest predatory shark in the world. Growing up to 20 feet in length, and weighing up to 6,600 pounds, the sheer size of these fearsome beasts, paired with their depiction in pop culture (thanks, “Jaws”), gives them an unnerving reputation.
All this considered, it might come as a shock that people willingly submerge themselves in the same waters as the fishy brutes, but cage diving with great whites is a healthy business in Cape Town’s world-famous False Bay. In fact, from April to mid-September, thrill-seekers flock to the region’s shark-infested waters to observe these powerful animals as they swarm, stalk and “fly” in pursuit of their next meal.
Top: A great white in the midst of an “Air Jaws” maneuver; bottom: Brave tourists begin their cage diving adventure in South Africa.
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OUTRIGGER CANOES IN HAWAII
According to ancient Hawaiian beliefs, nature is sacred. From plants and animals to humans and rocks, every living thing carries energy and must be treated with respect. Today, modern Hawaiians uphold the legacy of their ancestors through the continued practice of ancient customs and traditions. One such example is the use of the outrigger canoe, a perfect amalgam of Hawaiian peoples’ appreciation of nature, culture and tradition.
Designed by Polynesian settlers in 200 A.D., the first outrigger canoes were used to explore the Hawaiian Islands and beyond. Traditionally, outrigger canoes are crafted using the trunk of a giant Koa tree, their hull using a single piece of wood to better withstand the ferocity of the open ocean. Visitors to Hawaii will recognize outrigger canoes for their simple appearance, their most recognizable feature being an outrigger float or “ama,” an armlike attachment that allows for greater stability.
Top: A red and yellow Hawaiian outrigger canoe; bottom: A group of girls paddle into the sunset.
Elite Club concept
A new premium concept to enjoy exclusive amenities and services that will elevate your experience.
NEW and upgraded features to enjoy
• Premium room locations
• Access to exclusive premium branded drinks at selected bars
• Upgraded in-room liquor dispenser with premium brands
• Upgraded minibar with snacks and bottle of wine
• Confirmed late check out until 1 PM and early check in based on availability
• In-room aromatherapy
• Exclusive welcome gift
• Dedicated check in area and Elite Club wristband
• Dinner reservation available for the a-la carte restaurants through the Riu App
• Upgraded room service menu with choices from our specialty restaurants
Experience Elite Club at this oceanfront RIU Hotels & Resorts with our renowed All-Inclusive service.
Available at
• Riu Palace Kukulkan | Cancun
• Riu Palace Macao
Punta Cana | Sept 9th, 2023
• Riu Palace Pacifico | Riviera
Nayarit | Dec 2nd, 2023
Coming Soon
• Riu Palace Jamaica | Jamaica
• Riu Palace Antillas | Aruba
• Riu Palace Baja California | Los Cabos
MEXICO · DOMINICAN REP. · BAHAMAS · JAMAICA · ARUBA · COSTA RICA · PANAMA
THE FUTURE OF TRAVEL:
Advisors Embrace Sustainability and Their Vital Role in It
HERE’S
HOW YOU CAN BUILD A SUSTAINABLE PRACTICE THAT ENCOURAGES CONSCIOUS BEHAVIOR.
WORDS / ALESANDRA DUBIN
As climate concerns make headlines, the travel industry has become a top target for scrutiny. And with good reason: Tourism is responsible for about 8% of the planet’s carbon emissions, according to Sustainable Travel International.
But the industry’s environmental impact is also its unique opportunity: It’s a chance both to educate and to act — and indeed, some travel advisors say that it is their responsibility to proactively help lead a shift toward travel with a gentler environmental impact.
“As travel advisors, we play a large role in shaping what sustainable tourism looks like, and we should take this responsibility seriously,” said Kristin Winkaffe, founder of Winkaffe Global Travel. “For our clients, we serve as trusted guides, offering not just destination recommendations and booking assistance, but also invaluable insights into how our clients can make responsible choices when it comes to their travel experiences.”
Even further, she said, advisors have the power to redirect money to sustainable businesses and practices, forcing other businesses to adopt sustainable practices to compete — and they’re obligated to use this power to make change with each booking.
Rebecca Gade Sawicki, head of vegan travel agency Veggies Abroad, agrees. “Travel advisors play a crucial role in promoting more sustainable practices and options to their clients and in pushing the companies and properties they work with to adapt and change,” she said.
Advisors say responsibility begins with educating themselves on sustainability so they can then inform clients. From there, they can work to build sustainable best practices into their core businesses and help channel client dollars toward more sustainable travel options, too.
Here’s how you can get started:
DEDICATE TIME TO LEARN AND STAY UPDATED ON EMERGING TRENDS.
It’s critical to understand how the travel industry fits into environmental impacts
and efforts. “We have a responsibility to stay informed about the latest trends and developments in sustainable travel,” said Winkaffe. “In doing so, we are better equipped to provide our clients with accurate and relevant information that will enable them to make informed choices.”
Education involves continuous learning about emerging technologies, green certifications and industry best practices, as well as keeping up to date with various destinations’ relevant policies and initiatives. Armed with knowledge, advisors can help foster a culture of responsible travel among their clients.
Already, 90% of travelers want sustainable travel options, and 65% actively seek these options as they book, according to Expedia data. That means most clients are open — and even eager — to learn more about how their travel choices impact the environment.
“We provide guidance on how to respect local customs and traditions, support local economies and preserve the natural and cultural heritage of the destinations they visit,” Winkaffe said. “By sharing tips on
reducing waste, conserving water and energy, and choosing eco-friendly accommodations and transportation options, we empower our clients to adopt sustainable practices throughout their journeys.”
And it starts small. Educating clients can be as simple as:
• Offering guidance on how to interact safely with local wildlife
• Creating a map that can be shared with clients that outlines where bottled water is unnecessary because the tap water is safe to drink
• Providing location-specific transportation options that are more sustainable
Staying educated to create an ever-more sustainable travel experience is a “shared responsibility between the industry and the travelers,” added Erika Richter, vice president of communications for the American Society of Travel Advisors (ASTA). For its part, ASTA educates its membership with sustainability learning opportunities at its global convention. (The association also offsets all its own live events through donations to Eden Reforestation.)
Clockwise from top left: A flower market in San Miguel de Allende, Mexico; a train crosses the mountain in a sea of fog; a woman in colorful Garifuna dress; a pedestrian zone in a city center full of bikers.
INSTEAD OF…
A mega cruise ship
RECOMMEND…
Small-boat excursions
An airplane flight A bus or train trip along the same route
Sightseeing by ATV, car Walking, kayaking or biking or motorcycle
Plastic single-use toiletries Refillable bottles or plastic-free packaging (like paper-wrapped bars)
Single-use water bottles
Refillable vessels
Wasteful resorts Properties with green certifications or designations
Eating generic meals that use Seeking locally sourced (and ideally far-flung ingredients plant-driven) meals
Funneling tourism dollars to Exploring local culture with a global conglomerates community-based guide
Amassing resource-draining Bringing home photos and memories souvenirs
BUILD SUSTAINABLE PRACTICES INTO YOUR BUSINESS.
A critical piece of advancing sustainability is translating client dollars into sustainable change. Some of this happens behind the scenes — before any individual client even begins exploring a journey — as advisors adopt a default practice to collaborate with suppliers and partners who share a commitment to sustainability.
“Whenever I have a conversation with a property or travel company, I always ask about their sustainability practices,” Sawicki said. Some of her top questions include:
• How is your organization sourcing its staff? What percentage of your staff is from local communities?
• How does your operation support the local community and environment?
• Is any wildlife involvement (such as riding or holding) ethical?
• To what extent do you partner with local businesses?
She also confirms that any tour provider
has plant-based offerings, noting that animal agriculture creates an outsized share of carbon emissions.
“When a travel agency is choosing which local operators to work with, they likely have a choice between various competitors and can choose the one that best aligns with their interests,” said Chris Atkins, owner of Central America Fishing, a boutique fishing expedition operator. “Some of this may even go unnoticed by the guests — such as a transfer company with a fleet of electric shuttle vans versus gas, or a tour company that offers biodegradable cups versus single-use plastic cups — but little things make a difference.”
Winkaffe said mindful tweaks matter to sustainability goals, and they don’t have to compromise client experience. “By carefully vetting and selecting operators, hotels and transportation providers that prioritize environmental and social responsibility, we ensure that our clients’ experiences not only meet their expectations, but also contribute positively to the destinations they visit,” she said.
FUNNEL SPEND TOWARD SUSTAINABLE EFFORTS.
Since most travelers are eager to make a change, it’s good business for advisors to keep an open dialogue. “If we see a supplier or routing that a traveler inquires about that could be more sustainable, we empower them with this knowledge,” said Upaway Co-Founder and COO Lauren LaBar. “In addition, we share alternative options for their consideration so the traveler is still in the driving seat and can make an informed decision that best suits their travel plans.”
Winkaffe helps her clients understand that such options enrich not just the environment, but also their enjoyment of the travel experience. Her team makes it a mission to encourage travelers to seek more profound experiences while keeping sustainability at the core, introducing them “to a world beyond crowded tour buses and mammoth cruise ships that spew tons of CO2 into the atmosphere every single day.”
This includes offering clients tips on slowing down and immersing themselves in the culture, avoiding single-use plastics, saving water and energy resources, choosing low- or positive-impact accommodations and operators and picking lower-impact transit options when they are available.
Atkins steers his clients away from certain all-inclusive resorts associated with massive food waste and litter and toward boutique hotels and private rentals, encouraging clients instead to eat at local restaurants that are more sustainable and support the local economy.
And he guides them away from mega cruise ships when possible, trying instead to find a small boat excursion with a lower (or carbon-neutral) footprint or encouraging travelers to stay in the destination at a locally run hotel and eat at local restaurants.
When building potential itineraries for clients, Sawicki provides them with background on the eco-friendliness of the property or company and shares why she’s chosen to work with one company over another — marketing it not as a compromise, but as a selling point.
“My goal is to make clients realize that their dollar is a vote,” she said. “And it has the power to encourage beneficial change — or encourage destructive practices.”
SET-JETTING:
The Pop Culture Enthusiast’s Favorite Travel Trend
FROM ON THE SCREEN TO ON THE SCENE, TV’S MOST POPULAR SHOWS ARE INSPIRING VIEWERS TO SEE THE WORLD.
WORDS / JENNA BUEGE
Nothing quite beats the feeling of cuddling up on the couch at the end of a long day with a warm blanket and a good snack to indulge in your most recent pop culture obsession. And while advisors may have never thought their clients’ tendencies to reach for the remote would impact their bottom line, it turns out that television consumption, and the wanderlust it inspires, is one of travel’s biggest trends in 2023.
Referred to as “set-jetting,” the new term is a catch-all for the role modern media plays in influencing viewers’ desire to travel. And according to a recent study from Expedia Group, the impact is strong with nearly two-thirds of U.S. travelers (68%) stating they’ve considered visiting a destination after seeing it on TV, and 61% reporting they booked a trip. With stats like that, it’s apparent that binging is big business, but where are travelers going? Here are three shows that sparked inspiration over the last year.
The pool where Portia first encounters Jack in “The White Lotus.”
Stunning views of the snow-capped Southern Alps near Cass from the TranzAlpine service by Great Journeys New Zealand
Sparking Travel Inspiration
THE WHITE LOTUS
With its mesmerizing theme music, quirky characters and stunning cinematography, the second season of HBO’s “The White Lotus” captivated viewers in 2022. Murder, betrayal, mayhem — the glamorous whodun-it had it all, and all the action took place in front of a swoon-worthy backdrop: Sicily. From the very first episode, it was clear the drama would spark some serious wanderlust, and with more and more
travelers looking to Italy, it seems the show’s influence transcended primetime TV.
Proof of “The White Lotus’” impact on the travel industry is in the search result pudding as research from mobile travel app Hopper found that web searches for “Sicily” skyrocketed over 50% after the curtain closed on the series’ second season. Travel advisors are also noticing the trend: “People are loving the idea of Italian culture meeting island life,” said Lisa Zwissler, certified travel concierge for Beach Bum Vacations. “Sicily provides boutique to luxury accommodations with a wide variety of activities to enjoy.”
At the top of set-jetters’ travel wish lists? A stay at “The White Lotus” hotel — aka, the San Domenico Palace, Taormina, a Four Seasons Hotel. From the chic lobby bar where scenes with Mia and Lucia unfolded to the instantly recognizable cliffside pool where Portia first encountered Jack, pop culture fans will love reliving the whirlwind storyline. Other notable filming spots include Castello degli Schiavi, Noto Cathedral, Villa Tasca, Villa Elena and Cefalu.
Below: Foliage and surrounding landscape in Ogden, Utah; right: Chief Joseph Ranch, both prominent filming spots for “Yellowstone.”
Bring Pop Culture Fantasies to Life
DO YOUR RESEARCH
“It’s important to qualify a client on their requested destination to ensure it’s going to give them the experience they desire from hotels to their local experiences,” said Zwissler. “If a client mentions a film, it’s definitely helpful to watch at least a portion and/or research what takes place in the film to (understand) what’s attracting the client as oftentimes the client just replies to the ‘why’ they want to visit (the destination) very generally.”
STAY CLOSE TO THE ACTION
“Staying in the same hotel that is on TV or one nearby — depending on budget — is key so the clients can see the places where the TV show/movie was filmed along with participating in activities or exploring the restaurants and bars that were featured,” said Zwissler.
YELLOWSTONE
After summoning the eyeballs of 12.1 million viewers during its 2022 season five premiere, TV’s newfangled western hit “Yellowstone” has done wonders for Montana’s marketing efforts. Centered around the ranch-owning Dutton family, the popular series explores themes of corruption, romance and family drama while immersing viewers in the fabulously scenic world of the American West. “Yellowstone” is so scenic in fact that it spurred a subcategory within the setjetting phenomena referred to as “cowboycations” — vacations inspired by ranch life, horseshoes and nights spent under the stars. Yee haw.
The impact of the show and the film production spending associated with it throughout the state of Montana is not to be understated. According to a 2023 study from the University of Montana, spending associated with “Yellowstone” has accounted for $730.1 million to the state’s economy, more than 10,200 jobs, $376 million in income received by Montana households and more. Additionally, and perhaps most interestingly from a travel professional’s point of view, the show inspired more than one million visitors to vacation in Montana in 2021.
As for pitstops during their “Yellowstone”inspired cowboy-cation, travelers can visit several prominent filming spots including Chief Joseph Ranch in Darby, Montana (aka the real-life Yellowstone Ranch); The Outlaw Saloon and Ogden Pioneer Stadium in Ogden, Utah; Promontory Point’s Nicklaus Clubhouse in Park City, Utah; The Missoula County Courthouse in Missoula, Montana and Crow Indian Reservation.
EMILY IN PARIS
While the show encountered criticism for its romanticized depiction of life as a young marketing slash social media maven, there’s no denying the success of Netflix’s “Emily in Paris” majorly impacted tourism in France’s capital city. The uptick has been so staggering, in fact, that Parisians have taken to calling it the “Emily in Paris effect.” However, the new trend comes with a complicated catch as some locals argue that the show touts an idealized portrayal of the City of Lights, leaving some tourists feeling perplexed when their lived experience fails to fulfill the fantasy of Parisian life.
Interestingly, this isn’t a new dilemma. The City of Love’s idyllic depiction is often a stark contrast from reality — i.e. the streets can be dirty; people can be rude; the crowds can be big — alas, the Netflix hit is changing perceptions, and there’s data to prove it.
According to a 2023 IFOP poll for Bonjour New York, 73% of Americans have a good opinion of France and the French, nearly double the country’s 39% rating in 2007.
Of those surveyed, 47% watched “Emily in Paris,” and 17% did not. Additionally, 67% of respondents believe Paris to be clean; 35% said there are almost no rats, and 30% stated there are no homeless people. Perhaps most interestingly, 83% of poll-takers believe the image of Paris as portrayed in “Emily in Paris” is an accurate depiction. Despite its quirks, Paris is a truly unique and beautiful destination worth visiting. However, instead of taking media portrayals of the city at face value, locals recommend remaining open to the realities of city life. With that in mind, set-jetters inspired by the show will want to add several locations to their Paris wish list including Place de l’Estrapade, Place de Valois, Jardin du Palais Royal, Rue de l’Abreuvoir and Café de Flore.
Place de Valois was used for exterior shots of Emily’s office in “Emily in Paris.”
THE BENEFITS OF ATTENDING IN-PERSON EVENTS
WHILE VIRTUAL PROGRAMS HAVE THEIR PLACE, NOTHING COMPARES TO THE
BENEFITS OF LIVE EVENTS.
Online resources play an important role in the travel industry. From supplier webinars to networking calls and virtual training programs, having the opportunity to connect with so many people through a phone or laptop is invaluable for busy travel advisors.
There will always be a time and a place for the convenience of online education and communication, but nothing replaces the benefits of attending an in-person event.
Travel advisors choosing to attend live events are forced to interrupt the day-to-day routine, and these types of interruptions oftentimes lead to new and creative ideas. Attendees are also more likely to focus on the
topic at hand when they are fully immersed in what they’re learning.
Travel Show Marketing Group President and CEO Jim Cloonan is seeing a lot of demand for travel as well as an interest in investing in the travel advisor community.
“In a ‘post-pandemic’ situation, there is so much pent-up demand for travel on a global level and a strong understanding of the value the travel agent community plays in these experiences,” Cloonan said. “As a result, the travel agent community went from survival to revival.”
Travel Show Marketing Group (TravelSMG) is an event and tradeshow organizer that serves the North American leisure travel advisor community. Its largest
“Like travel, events are ever-evolving and we are continuously developing new solutions to engage suppliers with the right travel sellers for their products.”
event is the Las Vegas Travel Agent Forum, and some of its more intimate events include the Romance Travel Forum and Family Travel Advisor Forum, among others.
According to Cloonan, the Las Vegas Travel Agent Forum attracts both new advisors who are first starting out in the business and established advisors interested in building new partnerships and strengthening existing relationships. The forum offers a platform for advisors to connect face-to-face, meet new suppliers and learn about emerging destinations and new products in the industry.
“Live events offer a unique value that Zoom or webinars cannot, so we anticipate interest to steadily increase for years to come,” Cloonan said.
WORDS / CODIE LIERMANN
Travel advisors networking with Visit Anchorage on the tradeshow floor.
Supplier Participation
While it’s always possible to connect with BDMs through emails and phone calls, nothing truly compares to a face-to-face meeting.
Supplier attendance at travel industry events is one of the main draws bringing advisors in, and it’s for good reason. In a perfect world, advisors would be able to get ahold of the right people, find the answers to all their questions and bounce ideas off their supplier representatives at any time. However, the opportunity to do these things is not always available.
Searching for supplier information online only takes advisors so far, but having a conversation in person can check several items off the box. “We have representation from all seven continents, and it’s one thing to google them online, but it’s another to be able to talk to a representative and have a conversation,” Cloonan said.
Suppliers continue to increase their participation at events, as they know how important it is to be connected to the travel advisor community. New team members and ever-evolving product offerings mean consistent engagement at events is key.
“More than ever, travel suppliers understand the value live events represent to a global travel community,” Cloonan said. “With new products, destinations and in some cases, new teams, suppliers are investing in events to maximize their visibility.”
Suppliers are not only attending these events but are also being more strategic with their engagement. In addition to the tradeshow, advisors have several other opportunities to interact with their supplier
representatives. TravelSMG had its largest Las Vegas Travel Agent Forum ever in 2023, and the company saw exponential growth in areas such as small group roundtable discussions and private one-on-one meetings.
“Like travel, events are ever-evolving and we are continuously developing new solutions to engage suppliers with the right travel sellers for their products,” said Cloonan.
Travel Advisor Engagement
On the supplier side, attendees of the Las Vegas Travel Agent Forum in 2023 included more than 300 destinations, travel products and business resources. In addition to suppliers, the event welcomed nearly 1,000 professional travel advisors with a variety of experience levels.
“Collectively, these agents represent THOUSANDS of potential customers, BILLIONS in annual spending and opportunities for future sales,” Cloonan said, which is great for the supplier participants.
This is also ideal for travel advisors, as in-person events are where advisors meet mentors, business partners and in some cases, some of their closest friends.
The energy among the travel advisor community is positive, caring and encouraging. While competition is present in any industry, advisors tend to lift each other up and collaborate to better their businesses. Attending in-person events is where advisors meet like-minded professionals to learn and grow with throughout their careers.
Unique education sessions, focused peer-topeer training, information on new programs, casual networking, influential speakers — all this and so much more can be found under the same roof at industry events.
“Beyond booth traffic, our Roundtable sessions hosted over 75 small-group discussions, and our One-to-One meetings accounted for over 2,500 private meetings,” said Cloonan.
“This simply can’t be done virtually.”
TRAVELSMG’S EVENTS
• Las Vegas Travel Agent Forum
• Romance Travel Forum
• Travel Agent Forum Owners Edition
• European Travel Agent Forum
• Family Travel Advisor Forum
LEARN MORE ABOUT TRAVELSMG: travelsmg.com
INDUSTRY CALENDAR
Want to stay up to date on tradeshows, seminars, FAM trips and webinars? Visit the Industry Calendar on VAX VacationAccess: vaxvacationaccess.com/the-compass/industry-calendar
Left to right: An evening of networking at BrewDog sponsored by Las Vegas CVB; Advisors networking with Absolutely Cuba at the tradeshow; Suppliers and Travel Agent Select advisors during one-to-one meetings.
THE HISTORY OF THE OVERWATER BUNGALOW
What started as one man’s dream quickly became a traveler’s paradise. Here’s how it all began.
WORDS / ROSSILYNNE SKENA CULGAN
It’s hard to believe now, but when overwater bungalows were first introduced back in the 1960s, they were offered as the resort’s entry-level option because the inventor thought few would want to stay there. Today, these in-demand accommodations reach the height of luxury and can come with a hefty price tag.
First invented on the island of Raiatea in 1967, the overwater bungalow concept has transformed over the years, expanding
from French Polynesia and becoming an ever-evolving, worldwide phenomenon. But one thing has remained in the past five decades: These spectacular rooms present an unparalleled experience nestled amid natural beauty. And that’s exactly what Hugh Kelley, their inventor, intended.
The history of the overwater bungalow is a story about a larger-than-life character, a boat and a big idea. Let’s start at the very beginning.
In French Polynesia, the Four Seasons Resort Bora Bora puts its own spin on the overwater bungalow with thatched roofs that feature solar panels.
The Bali Hai Boys in Moorea. HUGH
Becoming the Bali Hai Boys
Back in 1959, Kelley, a lawyer by trade but sailor by passion, competed in the famed Transpac boat race from his hometown of Los Angeles to Honolulu. Once he got to Hawaii, he decided to sail a bit farther and visit Tahiti for the first time.
“He fell in love with it,” Kelley’s daughter Vaihiria Kelley said about her late father. “It was like, ‘This is it for me.’”
The French Polynesian island of Moorea endeared itself so much to Kelley that he immediately started trying to convince
his two best friends and former fraternity brothers, Donald “Muk” McCallum and Jay Carlisle, to quit their jobs and move to the islands. Eventually, Carlisle left his career as a stockbroker, and McCallum quit his job in his family’s sporting goods business. Unmarried and unattached, they headed to what was, at that time, “a very remote island,” Kelley said. The trio pooled their money, intending to farm “black gold,” also known as vanilla. The only problem? They couldn’t get the vanilla crops to grow on Moorea. Left with an unusable farm and little cash,
they noticed some haphazard bungalows on the island and convinced the owner to let them take over the rental properties as a hotel. The trio named the property the Bali Hai — a nod to Tales of the South Pacific, a novel by James Michener — and quickly earned the nickname the Bali Hai Boys. With no staff, the triumvirate handled all the hotel’s operations — cooking, bartending and entertaining the guests with fishing trips and fun.
In 1962, a group of reporters passed through Tahiti, and the Bali Hai Boys pulled out all the stops. The wooing worked, earning a seven-page
Palafitos at El Dorado Maroma in Riviera Maya is Mexico’s first and only overwater bungalows.
spread with the headline “An Enchanted Island” in LIFE Magazine, then one of the most influential magazines in America. The magazine featured photos of the Bali Hai Boys and their hotel guests boating, swimming, enjoying music and dining together.
“It put them on the map,” Kelley said. “Americans were fascinated by this island, then people started coming, and the business started booming. It’s how they got discovered.”
Putting Overwater Bungalows on the Map
By 1967, with two new airports boosting tourism in French Polynesia, the popular hotel expanded from Moorea with a new property on the island of Raiatea, called the Bali Hai Raiatea. But the narrow Raiatea property presented some challenges. With the ocean on one side, a road on the other side and very little beach, there wasn’t much room to expand. At that time, building up wasn’t an
option. That’s when Kelley got an idea: If they couldn’t build out or up, how about building over the water?
“Because of the particularities of the physical property of this hotel, they thought it’ll give people the opportunity to be over the water,” Kelley said. “It’ll be the entry-level category because they didn’t think people would want to stay there. They were surprised by the interest and that people really wanted that product.”
Getting approval from the French government presented more roadblocks. The Bali Hai Boys had to prove that the overwater bungalows wouldn’t harm the environment. They also had to convince the government that the bungalows were in keeping with the natural landscape. Kelley reminded government leaders about the rudimentary, thatched roof fishing huts on wooden stilts on the island of Huahine. Using the skills he acquired as an attorney, his daughter said, he successfully argued that the “fishing huts are very much part of the culture and landscape of the island” — just like the overwater bungalows would come to be.
After getting the green light, Kelley created the first iteration of an overwater bungalow. With shag carpets and warm wood tones, the bungalows presented a mid-century modern
THE EVOLUTION OF THE OVERWATER BUNGALOW
2002
THE INTERCONTINENTAL first built overwater bungalows at one of its many French Polynesian resorts. Sustainability was at the forefront of these sleek bungalows, including the world’s first private seawater air conditioning (SWAC) system, a sustainable technology that uses deep-sea water to cool the resort. Expansions and renovations of the bungalows have occurred throughout InterContinental properties from 2006 to 2018.
1967
The first overwater bungalow opened on the French Polynesian island of Raiatea. Inventor Hugh Kelley, alongside Donald “Muk” McCallum and Jay Carlisle are credited with the invention. Original overwater bungalows were styled with shag carpets, warm wood tones, and The Tahitian Television: a window in the floor so travelers could watch the fish swim by.
2008
FOUR SEASONS RESORT BORA BORA offered guests a modern spin on the classic overwater bungalows of the region. New designs featured Tahitianinspired decor, soaking tubs open to the outside, and experimental elements, such as breakfast arriving via canoe.
One of the original overwater bungalows.
HUGH KELLEY
dream. One luxury feature, in particular, drew attention: The Tahitian Television. Kelley coined the term to refer to a window in the floor so travelers could watch the fish swim by. Though the glass panels have gotten bigger in the decades since, the term “Tahitian Television” is still used today.
“They evolved over the years and became fancier and fancier,” Kelley said. “They look nothing like the original ones.”
As a sailor and diver, the opportunity to jump into the water directly from a hotel room delighted Kelley. After the first overwater bungalows found success on Raiatea, the Bali Hai Boys built more on Moorea and some over a lake in Huahine.
From Primitive Accommodations to a Luxury Experience
Like Kelley decades before, the concept of staying not just in a hotel on the beach but literally on the water continues to enchant and dazzle travelers.
Thousands of miles away in Mexico, Senora Dolores Lopez Lira dreamed of someday traveling to Bora Bora to stay in an overwater bungalow. Eventually, she and her husband decided to build their own, a process that demanded five years of careful construction because the property is located
2016
The all-inclusive SANDALS ROYAL CARIBBEAN in Montego Bay opened overwater bungalows, becoming the first to be seen in the Caribbean. Rooms feature large glass floor windows, floating water hammocks and luxurious features.
2016
Senora Dolores Lopez Lira opened THE PALAFITOS at El Dorado Maroma in Riviera Maya, becoming Mexico’s first and only overwater bungalows. Within the all-inclusive resort, the luxurious bungalows feature glass floors, plunge pools, and jacuzzis.
near a massive coral reef.
The Palafitos at El Dorado Maroma in Riviera Maya, which opened in 2016, are Mexico’s first and only overwater bungalows and feature a king-sized bed, a jacuzzi, a plunge pool and an outdoor shower. Thirty cabanas with glass floors dot the landscape — a luxury experience tucked away inside each one.
“They feel very exclusive,” Lira said. “The staff makes a big difference, so they feel at home. It’s like being in your own house except you have the ocean below your feet: very relaxing.”
Walking inside the Palafitos, guests are immediately relaxed by the smell of seawater, the feeling of the ocean breeze, the sounds of seagulls and a thoughtfully designed bungalow. With demand for overwater bungalows increasing, Lira and her team will begin building more Palafitos a bit farther north on Maroma Beach. While the current properties are available for adults only, Lira said the new ones may be offered for families as well.
“After the pandemic, we realized people would rather pay more for exclusivity and living a dream,” Lira said. “That’s why we decided to start building more overwater bungalows, rather than a building.”
2020
FOUR SEASONS RESORT BORA BORA gave its overwater bungalows an upgrade. New designs feature solar panels on thatched roofs and luxurious elements throughout.
A woman watching the “Tahitian Television.”
HUGH KELLEY
Evolving With a Dose of 21st-Century Innovation
Back in French Polynesia, the Four Seasons Resort Bora Bora put its own spin on the overwater bungalow, building 108 freestanding suites that combine classic features with contemporary comforts, such as breakfast arriving via canoe.
The suites also feature Tahitian-inspired decor, said hotel spokesman Brad Packer, including a thatched roof made with local pandanus leaves to shade the interior’s bedroom, living room and bathroom. Sliding doors open to the outside from each of the three areas — and in the bathroom, the soaking tubs open to the outside, as well.
First built in 2008, the entire property underwent a makeover in 2020, incorporating not just updated furniture and fixtures, but also new technology: The thatched roofs now feature solar panels — a big transformation from the region’s first low-key overwater bungalows.
“The privacy and space our guests have is unparalleled,” Packer said. “Often, guests will tuck away for a day or two and not even leave their overwater bungalow.”
The InterContinental adopted the trend, too, constructing overwater bungalows at the InterContinental Tahiti Resort and Spa, the Intercontinental Bora Bora Le Moana Resort and the InterContinental Bora Bora Resort & Thalasso Spa. They offer guests a chance to treat themselves to panoramic views, white sand beaches and lush gardens, too.
Similar to the Four Seasons Resort Bora Bora’s use of solar panels, the InterContinental Bora Bora Resort & Thalasso Spa also has sustainability in mind.
Accessible only by boat, the five-star resort is home to 84 overwater villas. They’re kept cool with the world’s first private seawater air conditioning (SWAC) system, a sustainable technology that uses deep-sea water to cool the resort. The resort also features a glassbottom, overwater chapel.
The InterContinental properties are also fighting against single-use plastic by replacing plastic straws with pasta straws. In the bathroom, they offer dispensers of COSMOS-certified natural shower gel, shampoo and conditioner. Plus, the hotel partners with local organizations committed to sustainability, including Manu, an ornithological society for the protection of birds, and the Centre for Island Research and Environmental Observatory (CRIOBE), which works to restore coral reefs.
A nod to historic overwater bungalows, the InterContinental Bora Bora Le Moana Resort takes the Tahitian Television concept to the next level. Each overwater bungalow includes a glass coffee table so visitors’ view of the lagoon won’t be inhibited. For more island entertainment on the resort, guests get access to a freshwater sand bottom pool with a waterfall, kayaking, snorkeling, a coconut show, foliage wreath braiding, Niau braiding and a demonstration on how to prepare a traditional Polynesian raw fish salad.
Necessity Is the Mother of Invention
Though the overwater bungalows in Bora Bora are the most well-known, the accommodations can be found in Tahiti, Moorea, Raiatea, Tikehau, Mexico and more. By the time Kelley passed away in 1998,
he knew the concept had become a huge success that was spreading across the globe, his daughter said. “During his time when he was alive, [the bungalows] didn’t get the recognition that they do now,” she said. “They were being replicated, but it was not very much talked about — the question of ‘where did they come from?’”
The Bali Hai Raiatea no longer exists, so the very first bungalows are no longer there. But the original structures do still exist at the former Bali Hai Hotel in Moorea (known today as the Manava Beach Resort Moorea). Though they’re technically the original structure and layout, the bungalows have been renovated over the years, Kelley explained.
While the Moorea, Huahine and Raiatea resorts were sold in 2001, Bali Hai Boy Jay Carlisle continued to run Club Bali Hai on Moorea until about 10 years ago, Kelley said. The third member of the trio, Donald McCallum, passed away several years ago.
But Kelley certainly left a legacy in the travel industry with the invention of the overwater bungalow — as well as in his daughter’s chosen career field. She’s worked in the travel industry her entire career, and she currently runs her own company, called Manatu Marketing & Sales Representation, representing two Tahiti-based clients.
To Kelley, her father was a problem-solver who felt proud to leave such an iconic legacy for the islands. “The best inventions are born out of need, and they find a solution for need. They just didn’t think that it was going to take off like that,” Kelley said. “He always would say, ‘If I patented them, it would be a whole other story.’”
But regardless of the patent on the idea, his concept still charms visitors who want to get away from it all for a romantic excursion or a family vacation or some time alone in paradise. While they’ve grown from an entrylevel option into opulent lodging where prices can stretch into the thousands per night, the character of these properties worldwide remains true to the original design.
The overwater bungalows encapsulate so much of what the Bali Hai Boys loved about the islands: being at one with the landscape, challenging themselves at watersports and coming home to gaze at the Tahitian Television.
“They loved everything about Tahiti — the people, the culture,” Kelley said. “That was a big, big thing for them.”
A bird’s eye view of the Intercontinental Tahiti Resort & Spa.
TIM MC KENNATAHITI FLY SHOOT
Teremoana Pool Villas at Intercontinental
Bora Bora Resort & Thalasso Spa.
Steal These Ideas To Promote your TRAVEL BUSINESS
THE TOTALLY CREATIVE, AMBITIOUS AND PRACTICAL WAYS ADVISORS HAVE LEVERAGED MEDIA CHANNELS TO GROW THEIR BUSINESSES
WORDS / JENNY HART
When a recent magazine issue was delivered to luxury travel advisor Annie Jones, it wasn’t because she was a subscriber: It was because she’d been quoted in a story as a source. Jones was one of a few advisors the magazine tapped to comment on the growing trend of adventure-focused honeymoons.
“I had multiple new clients find my business, Telos Travel, simply from seeing my name in print,” Jones said. “When a client sees your name in a credible resource, they automatically have a certain level of trust in you, even before you speak to them the first time. Having that initial trust at the beginning of a relationship is invaluable and starts you with a solid foundation to build upon.”
Knowing how to leverage the media, whether it’s a national publication or simply your own website, is a surefire way to promote and grow your business as a travel advisor. Not sure how or where to start? Take inspiration from these industry pros.
Carve Out a Strong Niche
Do you specialize in selling a specific type of travel? If so, lean into it.
Judy Tudor, an advisor with Fora Travel and a wheelchair user, found a gap in the market for accessibility and inclusivity — and decided to fill it.
“There aren’t a lot of resources out there,” she explained. “I’ve found it important to add value where I can and educate others in the industry around my area of expertise.” Due to her growing reputation as an accessible travel expert, Tudor was recently featured on Afar.com as a “woman changing the way we travel.”
Diana Edelman of Vegans, Baby is a known expert in the vegan travel space. Recently, she was offered the chance to partner with luxury safari tour operator Alluring Africa to create a series of vegan safaris in South Africa. Between her knowledge and influence, along with Alluring Africa’s award-winning expertise in African safaris,
Diana Edelman on a vegan safari.
COURTESY OF DIANA EDELMAN
At a Glance
• Carve out a strong niche for yourself so that others will consider you a top expert.
• Take the initiative to pitch yourself and your expertise to the media.
• Hone your writing skills and get your work published.
• Take advantage of your network’s audience and reach.
• Leverage the power of social media.
• Consider hiring a publicist.
Troy Petenbrink on his local television station.
the new product garnered a wide variety of press coverage in outlets ranging from National Geographic to PETA.org. To no surprise, the tours sold out and continue to earn both Edelman and the tour operator revenue and accolades. “It’s the gift that keeps on giving,” said Becca Fritz, Alluring Africa’s marketing manager.
Pitch to the Media
Journalists are always looking for credible sources to include in their coverage, and you can be one of them. Kaleigh Kirkpatrick, founder of The Shameless Tourist, finds Cision’s website HelpAReporter.com to be an invaluable tool. She used the feature to share recommendations for Rome that ended up being included in a recent CNBC article. She also uses it locally, sometimes waiving her travel planning fees in exchange for promotion from area influencers and celebrities. She feels that it’s a valuable barter: She’s seen an increase in followers, inquiries and credibility as a result.
Troy Petenbrink of The Gay Traveler became his local television station’s go-to travel expert after reaching out to the producer directly; they now invite him onto segments regularly. “The most important thing is to pitch something that is timely and fits the style of the station,” he advised. “Say a report comes out about rising prices; a travel advisor would be the perfect person to explain how viewers can still find deals.”
Get Your Work Published
If you have a knack for storytelling, this is a way to shine. Jude Vargas, founder of Art of Voyage, writes regularly about sustainable travel for the digital publication A Hotel Life. While she appreciates the exposure boost she sees in her travel design business, she’s personally more focused on the benefit of being able to promote positive change in the hospitality industry.
If you are a member of a larger host agency, other opportunities might be available, too. Fora Travel publishes travel guides written by their advisors to destinations around the world and optimizes them for SEO so they hit high rankings on Google.
“Travel stories inspire wanderlust. They’re the first step toward a booking — the catalyst for a traveler to think, ‘I want to go there,’” said Fora’s Head of Marketing, Kelley Louise. “Creating content and sharing assets is a great way to put yourself out there as an advisor and tell the world about your travel advisor business.”
Leverage Social Media
Cassandra Santoro, founder and CEO of Travel Italian Style, loves sharing her adventures around Italy with her 25.2k Instagram followers. Her posts, which inspire wanderlust as well as showcase her local knowledge, receive hundreds to thousands of likes and comments. “I always make it a point to respond to every message and comment I receive,” said Santoro. “I also share my personal journey and stories often. With this I can prove my dedication, kindness and care for Italy and those who interact with the company even before they become clients. That has been the key to my agency’s success.”
“Travel stories inspire wanderlust. They’re the first step toward a booking — the catalyst for a traveler to think, ‘I want to go there.’ Creating content and sharing assets is a great way to put yourself out there as an advisor.”
“It gives our clients a little insight into our thoughts and values,” she said. “I believe if we are in a position to be a positive influence on others, we should be doing so.”
Use the Travel Industry’s Reach
We are an industry that loves to support each other, and one mutually beneficial way to get eyes on your business is to contribute to an industry blog. Networking organization Millennials in Travel is always soliciting guest posts for their blog about hotels, FAM trips and more, which reaches an audience of about 6,000 travel professionals nationwide.
“It is more important now than ever for travel advisors to differentiate themselves from others in the industry,” said MIT’s Director of Operations, Monika Weinsoft. “We offer ample opportunities for advisors to showcase their industry knowledge and expertise.”
You don’t need to be an influencer to earn business from social media, though. It’s easy to establish a small but loyal audience on Instagram and other social media platforms, especially when you have a niche. Remember to tag every hotel, destination and business you share photos of, as well as use relevant hashtags so that content will be seen not just by followers, but by anyone researching the destination.
Hire a Publicist
Where would travel advisors be without good PR? Promoting yourself can be a full-time job, so if you have the resources to do so, consider hiring a seasoned publicist to take some of the load off your plate and guarantee stronger results. Jessica Parker, founder of Trip Whisperer and a career travel publicist, has helped upward of 100 advisors secure media placements over the years by way of reviewing quotes, preparing them for broadcast segments, writing bios, creating press kits and more.
Joshua Bush, CEO of Avenue Two Travel, hired a publicist to represent his business and team of advisors to ensure that potential travelers truly understood the importance of the work that they do. “Travel has become extremely complex, wrought with pitfalls for the unassuming consumer,” said Bush. “By showcasing what we do through PR, these customers have belief, trust and insight that travel advisors are just as valuable as a financial advisor, estate planner or even medical professional.”
Alaska, by Cunard®
There’s no better way to experience the magnificence of Alaska than aboard Queen Elizabeth.® Guests may choose roundtrip voyages from Vancouver that include a wealth of ports and memorable experiences.
White
Star Service™
Our service and attention to detail goes above and beyond expectations –with one crew member for every two guests.
The perfect ship for Alaska
Queen Elizabeth is large enough to o er all the activities, amenities and experiences, while carrying fewer guests than other ships her size.
Signature Cunard experiences
Guests are invited to experience everything from our Alaska-themed Afternoon Tea, enhanced with champagne, to our spectacular Ice White Ball.
Plenty of time in port
Insights from the experts
Guests can hear personal narratives from award-winning writers, explorers and adventurers, including Bear Grylls, Mensun Bound and Ann Daniels.
With full days in several ports of call, your clients have more time to indulge in their personal passions and only-in-Alaska experiences.
Relaxed days at sea
Guests can enjoy at least two luxurious sea days on every Alaska itinerary, including scenic cruising through Glacier Bay National Park, Hubbard Glacier and Tracy Arm Fjord.
and 2024 Alaska voyages on sale now
Visit OneSourceCruises.com or call Cunard at (800) 528-6273 for more information
Bear Grylls Juneau
Glacier Bay National Park
SPOTLIGHT ON AMERICA’S GREAT
LAKES AND RIVERS
WORDS / JENNA BUEGE
THEY’VE DONE PLANES, TRAINS AND AUTOMOBILES. Help your travelers see America from a whole new perspective when you encourage them to explore the country’s beautiful landscapes, bountiful attractions and fabulous waterfront cities through its vast waterways. These exciting itineraries sail some of the nation’s most spectacular lakes and rivers in comfort and style.
Bear Mountain Bridge over the Hudson River.
THE HUDSON RIVER WITH AMERICAN CRUISE LINES
American Cruise Lines’ Hudson River Fall Foliage cruise promises travelers eight days of gorgeous scenery, epic historical pitstops and incredible views of the Big Apple’s iconic skyline. The seasonal itinerary is the perfect amalgam of big-city sightseeing paired with countryside charm — something that increases tenfold as the leaves begin to change.
“Each fall, the Hudson River Valley is adorned by the natural splendor of the Northeast’s most stunning seasonal foliage,” said Alexa Paolella, public relations manager for American Cruise Lines, Inc.
“The trees are awash in a kaleidoscope of colorful hues — burnt orange, red, yellow and green leaves adorn the landscape as far as the eye can see. Sailing the Hudson River during the fall season is the most spectacular way to explore it.”
THINGS TO SEE AND DO
Spanning 315 spectacular miles, the Hudson River is famed for its ties to prevalent figures throughout American history including several former U.S. presidents, industry titans, revolutionary artists and Gilded Age characters. And as they explore the grounds of the grand Vanderbilt Mansion and witness the former home of Franklin Delano Roosevelt, travelers will find that history is still alive and well for those who seek to experience it.
“Cruise guests explore many of the region’s renowned points of interest including guided tours of FDR’s Presidential Library & Museum in Hyde Park, West Point Military Academy and both the Vanderbilt and Lyndhurst Mansions,” said Paolella.
“Guests also enjoy visiting Hudson River towns like the infamous Sleepy Hollow and a day of excursions in NYC including a visit to the World Trade Center Memorial and grounds.”
Pair this incredible sightseeing with the information provided by onboard historians and experts, nightly entertainment, all-inclusive fine dining and complimentary cocktails and it’s easy to see why American Cruise Lines’ Hudson River Fall Foliage cruise is one of the best ways to experience this stunning natural area along the east coast.
DETAILS ADVISORS SHOULD KNOW
Travel pros will be happy to learn that American Cruise Lines works with advisors around the globe. To help simplify the experience, the cruise line has a dedicated travel advisor portal on its website where advisors can book and manage cruises and itineraries. And that’s not all — the travel advisor portal includes a bevy of professional resources including webinars, downloadable marketing tools and imagery to help advisors sell American Cruise Lines’ products.
Left: The American Constitution sets sail on the beautiful Hudson River.
Top: The Hudson River in the fall.
The gates of the Sleepy Hollow cemetery.
The historic Vanderbilt Mansion.
THE GREAT LAKES WITH VIKING
Acting as the backdrop for iconic coastal cities, picturesque jagged cliffsides and no shortage of lonely lighthouses, the Great Lakes — Superior, Michigan, Huron, Erie and Ontario — and their connecting waterways account for the largest freshwater system in the world. The system is so massive, in fact, that it covers more than 94,000 square miles and holds an estimated six quadrillion gallons of water — that’s nearly one-fifth of Earth’s fresh surface water supply.
Collectively dubbed North America’s “Third Coast,” the Great Lakes’ vast waterways present cruise-goers another way to travel the world by ship, without ever heading to the seas. “Now more than ever, travelers are looking to explore unique and beautiful destinations around the world including those further afield and closer to home,” said a Viking spokesperson. “Destinations like the Great Lakes are an undiscovered treasure rich with opportunity for curious explorers. With our new purpose-built ships, the Viking Octantis and the Viking Polaris, we offer ideally sized vessels for seamless exploration of all five Great Lakes, as well as providing the comfort and onboard amenities when visiting these remote destinations.”
COURTESY OF VIKING
Above: Exploring the Great Lakes with Viking Octantis; right: a beautiful view of Lake Superior.
THINGS TO SEE AND DO
Viking’s eight-day Great Lakes Explorer itinerary offers travelers the adventure of a lifetime with eight different ports of call alongside three magnificent Great Lakes — Lake Michigan, Lake Huron and Lake Superior. And exploration is the name of the game as Viking presents cruise-goers with several ways to experience the region’s sparkling fresh waters.
“Guests have the opportunity to explore Lake Huron and the Georgian Bay, as well as Lake Superior by water on one of Viking’s Special Operation Boats, Zodiacs or kayaks,” said a Viking spokesperson. “Or if guests prefer, they can simply take in the view from their Nordic Balcony onboard the ship.”
Criss-crossing between midwestern states like Wisconsin and Michigan to international destinations based in Canada, this exciting itinerary keeps travelers on their toes as they encounter natural wonders and charming cities, including Michigan’s Mackinac Island. “(During) the ship’s call on Mackinac Island, guests can also explore the car-free island by carriage, bicycle or on foot. During the Viking Privileged Ac-
cess shore excursion, An Artful Afternoon Tea, guests can enjoy an exclusive tea service at the historic Grand Hotel with views of the island,” said a Viking spokesperson.
DETAILS ADVISORS SHOULD KNOW
“We are incredibly grateful to our travel advisor partners who are helping our guests navigate the booking process,” said a Viking spokesperson. “We believe that our strongest partners are the ones that are able to clearly articulate to their clients why there is no better way to explore the world than on a Viking voyage.”
To help advisors master its offerings, the cruise line recently launched the Viking Travel Advisor Academy, a four-module training program designed to give advisors the resources and tools they need all while earning exclusive benefits.
Viking also wants advisors to know they’re here to support them. “We remain the first cruise line to offer no NCFs and maintain a broad network of Viking Directors of Business Development (DBD) to help answer questions as travel requirements continue to shift,” said a Viking spokesperson.
Mackinac Island’s Grand Hotel.
THE MISSISSIPPI RIVER WITH AMERICAN QUEEN VOYAGES
Neatly dividing the continental U.S., the mighty Mississippi is the second-longest river in North America at 2,340 miles. Easily one of the nation’s most, if not the most, iconic river systems, the Mississippi begins at Lake Itasca, Minnesota and flows through nine additional states — Wisconsin, Iowa, Illinois, Missouri, Kentucky, Tennessee, Arkansas, Mississippi and Louisiana — before emptying into the Gulf of Mexico.
Due to its impressive length, the Mississippi played an important role in U.S. history as the Ojibwa tribe and early U.S. settlers used the “Great River” to transport goods between bustling port towns. Eventu-
ally, those small port towns grew to become modern metropolitan cities like Minneapolis, Memphis and New Orleans, all of which hold a special sort of allure thanks to their proximity to the river’s powerful waters. When it comes to experiencing those waters, it’s hard to beat American Queen Voyages’ all-inclusive paddlewheel riverboats — stylish rigs painted in bright shades of white, gold and red. “Touring the Mississippi by cruise offers travelers the opportunity to travel back in time to the Golden Age of Travel,” said Cindy D’Aoust, president of American Queen Voyages. “Only needing to unpack once, guests can explore numerous destinations with convenience and all-inclusive luxury.”
THINGS TO SEE AND DO
Again, the Mississippi is massive. To account for this, American Queen Voyages’ Mississippi River offerings are divided into two categories: upper and lower river cruise itineraries.
On the upper Mississippi, cruise goers marvel at the raw beauty of the region’s rugged bluffs and colorful treetops, the winding shoreline guiding them as they stop at picturesque places and sample tasty eats along the way. “On an Upper Mississippi River voyage, guests visit charming river towns such as Dubuque, home of the iconic ‘Field of Dreams’ baseball field, La Crosse and Hannibal,” said D’Aoust. And while everyone knows the South is famous for its southern hospitality, travelers will be tickled by “Midwest Nice,” a term used to describe the unmatched politeness associated with midwestern folk.
On the lower Mississippi, travelers are immersed in the unmistakable aura of southern living. Time slows down as long days are spent beneath the sun, music playing in the distance and the taste of regional cuisine on cruise-goers’ tongues. “On the Lower Mississippi River, travelers will sail between the vibrant cities of New
Orleans and Memphis,” said D’Aoust. “As guests cruise this region, they discover rich history, Creole cultural influences, smooth jazz music and Southern hospitality.” D’Aoust points to Graceland and Nottoway Resort as two of the most popular stops along the route.
DETAILS ADVISORS SHOULD KNOW
“We value our travel partners and invite them to join us onboard and experience our Mississippi River cruises,” said D’Aoust. To book a cruise, or for more info, advisors can call the American Queen Voyages team at 1-833-583-1632.
The American Queen docked in New Orleans.
A scenic view of the Mississippi River from La Crosse, WI.
Downtown Memphis, TN.
THE TRAVEL ADVISOR’S GUIDE TO USING ANALYTICS TO SUPERCHARGE GROWTH
MARKETING METRICS AREN’T ALL CREATED EQUAL. HERE’S WHAT REALLY MATTERS WHEN YOU’RE ASSESSING YOUR COMPANY’S DIGITAL PERFORMANCE.
Marketing metrics can seem like a jumble of acronyms: SEO, P/V, UTM, CAC, CTR, CTA, CPA. The list goes on. So, how do you know what to focus on, how to measure it and how to actually use the data to grow your business?
We talked to Samantha Patil, founder of Well Traveled, a travel membership club and booking agency, for a fuller picture of which metrics are most meaningful to her business and how they inform her business strategy.
WORDS / ANNA HELD
SAMANATHA PATIL
DEVELOP A STRATEGY
The good news: You don’t need a robust data suite with several fancy visualizations to get useful insights out of your data. If you’re paying a high fee for sophisticated tools without getting organized and thinking through strategy beforehand, it’s likely a waste of both money and time.
“There are a million things that you could be tracking, but they don’t all matter,” Patil said. “It’s about picking the metrics that are going to affect the bottom line of your business.”
Patil recommends taking time to organize your data and develop processes for managing it first. “Then, you can start to think about the goals that you want and what you are really trying to get to. You can then work backward to figure out what metrics are right for you.”
And, you don’t have to do it on your own. Well Traveled initially used Excel to export and analyze data. Now, the team works in Google Data Studio and Mixpanel to analyze data. While they manage their own data processes internally, a marketing consultant builds their initial dashboards and makes sure that the data is aligned with their strategic goals.
LEARN WHAT’S WORKING FOR YOU
Metrics in isolation don’t mean that much. It’s when you combine them with intuition, customer knowledge and market insights that they become actionable. Patil explains her approach as being data-informed rather than data-driven, stressing how much context matters.
“When you’re looking at data analytics, you might see something that looks really interesting, but is that helping or hurting your business in the long term?” she said.
To make that distinction in her own business, she digs into booking data. Her team looks specifically at its repeat purchase rate overall, then further breaks it down by how long someone has been a member, and whether they’ve used Well Traveled’s booking services or just the membership.
The company’s retention rate is high, at 75% for membership renewal year-over-year (about the same as Amazon Prime, according to recent industry research). But when they looked at the renewal rate for members who had used their booking services, the number jumped to 94%; those are Netflix numbers.
“Because people use the platform differently — some will come in and just use it for recommendations, while others only use it for booking — (this data) helped open our eyes to the potential for sharing more of these benefits with our broader audience and that broader membership base,” Patil said.
BUILD ON YOUR NICHE
As a business, you can’t be everything to everyone. This is true for marketing as well. Setting a wide target audience makes it harder to reach the people who will see your value and become paying customers. When you’re focused on search engine optimization (SEO), metrics can be hugely informative in guiding your strategy, especially in a crowded field.
“I think it’s no secret that search terms and travel are really hard to bid against when you’re going up against sites like Expedia and Hotels.com,” Patil said.
Her team addresses this challenge by bidding on longtail searches, or longer, more specific keyword searches — think “best pet-friendly hotel Atlanta” vs. “Atlanta hotel.” Though longtail searches have lower search volumes overall, they are easier for smaller players to rank for.
“Terms like ‘best date night in London’ will actually rank pretty highly for us, or at least on the first page in those search results,” Patil said.
In addition to ranking in organic search results, less competition for keywords also means lower cost for paid search. You can do keyword research using Google’s Keyword Planner, tools built into your customer relationship management software or a planning tool like Moz or Semrush. You can also double down on the topics or audiences that are already finding you via organic search by using Google Analytics to see which terms they’re using to discover your brand.
After implementing an SEO strategy, use metrics like bounce rate and conversion rate to see on which pages customers are leaving your site and on which they’re converting. And, keep in mind that content is a long game. You should see results from your SEO strategy in six to 12 months.
GET IN FRONT OF THE RIGHT PEOPLE WITH THE RIGHT MESSAGE
“We’re always tracking the path that someone came through,” Patil said. This tracking is done through UTM codes, which are parameters added to a URL that track what led a user to the site. You can also use UTM codes to track the medium (social post, partner blog, etc.) and campaign.
You can use these metrics to determine not just which strategies are worth doubling down on (or leaving behind), but also to hone specific messaging tailored to audiences who are coming in through that channel. Customers who are coming in thanks to an influencer on TikTok are likely to have different travel needs than those coming in through a Facebook group or organic search. Metrics can help you understand who those customers are and what kind of messaging they respond to best.
Well Traveled personalizes its messaging on custom landing pages for each of its partners. And it’s not only about clicks or page views: Brand building is just the first step.
“I think sometimes it’s easy to get a lot of people in the door and focus specifically on traffic driving, but it’s important to analyze the quality of that customer coming from that channel,” Patil said.
You will be able to take a longer-term lens on what it means to be a high-quality customer by tracking channel data. To tell if a program is working, you can look at how a customer is performing and behaving once they’ve taken a trip.
Now Streaming on VAX: Industry News Just for You
Introducing The Takeoff Travel Stream, your source for streaming news content on VAX, curated just for travel advisors. Whether you have 30 seconds or 30 minutes, catch the stream regularly for the industry updates that matter most to you.
3 Reasons to Tune In
Video content is updated weekly
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VALIDATE YOUR WHOLE BUSINESS, NOT JUST MARKETING CHANNELS
Every company and travel advisor is going to have slightly different goals and metrics to consider based on their business and marketing strategy. Not every travel advisor will need to launch custom newsletters or a TikTok channel to meet customers where they are. But all travel advisors should care about customer experience and satisfaction.
Many studies have shown that word-of-mouth and referrals are one of the highest conversion channels for travel advisors, bested only by business from repeat customers. You can use metrics like inbounds from referrals as proxy metrics for customer happiness.
Patil looks specifically at retention and repeat purchase rate, which for Well Traveled is 60%. “If they do book with us, we know they’re very likely to book again. More times than not, we know they’re going to be a member for life,” Patil said.
This knowledge can also help you understand customer acquisition cost (CAC) in context. It might be worth investing more in a growth strategy, for example, when you can be confident that the customer is likely to book with you again.
If you track retention and referrals and are not happy with the numbers you see, that is also important information that could indicate any number of things about your business. As you make improvements, you can use those metrics as a north star to see what’s working.
THE TOP FOUR METRICS THAT MATTER
While the exact metrics you need to track regularly will depend on your business model, here are a few numbers that are useful for every travel advisor to monitor.
1. RENEWAL RATE: Your renewal rate indicates customer happiness. It is also a helpful metric in understanding the lifetime value of the customer, so you have context for understanding the return on investment for marketing campaigns.
2.CONVERSION RATE BY CHANNEL: How are your customers finding you? This metric informs marketing strategy and planning — you can also use this information to personalize the customer experience. Over time, you’ll be able to see how your highest-value customers are discovering your brand.
3. COST OF CUSTOMER ACQUISITION: How much does it cost to close one customer? You can calculate this by dividing the dollars spent on the marketing campaign that got them in the door by the total number of customers acquired.
4. BOUNCE RATE: Where in your marketing and sales flow are prospective customers “bouncing” from your site? You can use this data to refine your messaging at the point of sale.
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
TRAVEL ADVISORS SHARE WHAT THEY HAVE LEARNED IN THE FIRST HALF OF 2023 AND HOW IT WILL CHANGE THEIR STRATEGY FOR THE REST OF THE YEAR.
“In the first half of 2023, I have learned that many of my clients are ready for that ‘bucket list’ experience and they want to go first class. I have a group of clients (all ladies) traveling to South Africa, another two ladies traveling to Dubai and 12 couples flying to Australia for a couple of days, then boarding a ship for an extended trip around the South Pacific islands, all balcony cabins, then spending a couple of days in
Papeete before returning home. Another group is doing an extended Southern Caribbean cruise while several others are taking in New York, Niagara Falls, DC and Pennsylvania with an added Broadway show and tours. This has all taught me to ‘forget what used to be and look for what we want it to be!’”
GERALDINE “GERI” SIMPSON, OWNER/ADVISOR AT THE NOLACARIBE CONNECTION, LLC
“After some analysis, I’m determined to focus more on curating the type of travel I really enjoy. Luxury travel, both FIT and small groups to Europe, is where my passion lies, and I’m working on my website and social media presence to reflect this. I’m networking with luxury providers by attending global conferences and seeking out niche training for this segment. At the same time, I’ve instituted a planning fee structure. No more working for free!”
NANCY YEOMANS, OWNER OF PANGEA LUXURY TRAVEL
“S
o far in 2023 I have found that travelers are looking for experiences they haven’t had before. In 2022 there was a lot of pent-up demand and saved money from trips that didn’t happen in 2020 or 2021. Many travelers are still looking for those ‘bucket list’ types of trips, but in a more budget-conscious way. This year I am seeing a lot more requests for travel to Europe and ‘similar to but different’ locations. For example,
“IN THE BEGINNING
OF 2023, I COMPLETELY
CHANGED MY
BUSINESS MODEL
AND COMMIT-
TED TO EXCLUSIVELY WORKING WITH CLIENTS TRAVELING FOR A MONTH OR LONGER. AFTER THE CRAZINESS OF 2022, I KNEW IT WAS TIME TO MAKE MAJOR SHIFTS IN MY BUSINESS. I REFER ANY NEW BUSINESS THAT IS NOT ALIGNED WITH MY NICHE TO OTHER ADVISORS, WHICH FEELS REALLY GOOD. I CAN THEN FOCUS ON HELPING THE PEOPLE I’M UNIQUELY QUALIFIED TO SERVE. THIS ALIGNMENT GIVES ME SO MUCH MORE ENERGY. I’M VERY EXCITED TO SEE HOW THE REST OF 2023 UNFOLDS.”
SUSIE CHAU, OWNER OF CARPE DIEM TRAVELER
I’ve been to Riviera Maya several times, but now I want an all-inclusive resort that is as good as my previous locations, but somewhere a bit more exotic, like St. Lucia. Our approach has shifted to having more interactions with clients early in the process, like phone calls and in-person meetings before we quote. This way we know exactly what the ‘different’ is that the client is looking for. Our goal is to provide the best experience for the client from beginning to end. People are getting more creative with their travel, and we’ve shifted to more upfront discussions to ensure we are the best fit and we know exactly what the travelers want.”
KATHY BARKAUSKAS, OWNER/CONCIERGE VACATION PLANNER AT TEDDY BEAR TRAVEL
“I’ve learned to stay in my lane! As an overcoming perfectionist, I can ‘figure things out.’ However, this mindset does not always offer the best use of my time, especially when social media is involved. In January, I hired my 25-yearold daughter as my social media content creator, and the outcome has been astounding! Making this investment allows me to stay focused on what I love doing the most, stay out of a lane I’m just not good in and reminds me that it’s
okay to outsource some aspects of my business both now and in the future.”
YOLANDA
Y SPEARMAN, OWNER OF HERE TO THERE TRAVEL
“Ihave learned to really trust my instinct when qualifying prospective clients for my services, learning I don’t need to take on every client who comes my way. True, there have been times I have underestimated the intentions of a client. However, more than not, I have learned the characteristics that correlate with a traveler who may be just trying to ‘pick my brain’ or will abuse my time and any information I can provide only to book themselves. As agents, our experience and expertise is what sets us apart — I try to not stress about those who don’t appreciate that and focus on my clients who do!”
RACHEL SADLER, OWNER OF SADLER TRAVEL
“T
ravel is back, baby! And so are the travel advisors. With every increase in production, qualifying a client is more important than before, so we’ve had to make sure our intake forms are as detailed as they can be, while still keeping them simple. I’ve also set up more automations that the team can utilize so
they have less administration work. With our unique approach to travel planning, we have streamlined the process. This allows myself and my team to focus on what matters: helping people travel the world!”
SHAYLA NORTHCUTT, FOUNDER AND CEO OF NORTHCUTT TRAVEL AGENCY
“In the first half of 2023, I learned valuable lessons that will shape my strategy for the rest of the year. Time management is essential, especially as travel increases. By implementing a more structured approach, I met deadlines with greater ease. As a travel professional, maintaining strong relationships with clients is crucial. Regular communication builds trust and loyalty, leading to increased business and referrals. Lastly, staying up to date with destinations is critical. By attending conferences, networking and traveling extensively, I provide clients with current and relevant information. These lessons will inform my strategy for the year, helping me to provide the highest level of service and value to clients, remain competitive and achieve professional goals.”
LAURENCE PINCKNEY, CTA, PRESIDENT OF ZENBIZ TRAVEL & EVENTS
THE GALÁPAGOS ISLANDS
This volcanic archipelago in the Pacific Ocean is a dream destination for nature enthusiasts.
WORDS AND PHOTOS / CODIE LIERMANN
Otherworldly. Remote. Prehistoric. Mysterious. These are all words used to describe a place unlike any other in the world: the Galápagos Islands. A province of Ecuador in South America, this archipelago sits 600 miles off the Ecuadorian coast and is comprised of more than 100 islands, islets and rocks, 13 of which are considered major islands: Baltra, Española, Fernandina, Floreana, Genovesa, Isabela, Marchena, Pinta, Pinzon, San Cristobal, Santa Cruz, Santa Fe and Santiago.
In a world where we’re constantly navigating busy to-do lists and an overabundance of unsolicited information, time spent in the Galápagos Islands seems to almost stand still as if it’s a parallel universe. The islands and their surrounding waters are a place where you see the world in its natural state without the impact of a human imprint. It’s untouched, undisturbed and full of serenity.
The sparse amount of cell phone coverage and Wi-Fi aid in the tranquility – visitors to this area are forced to disconnect from everyday lives back home and reconnect with the magical phenomenon existing in front of them.
UNIQUE TERRAIN
The landscape in the Galápagos varies a bit from island to island, and there is so much to see in every direction. The archipelago was formed through volcanic action. There are currently 13 active volcanoes, and the most active one is Fernandina. Some islands have Martian-like terrain with volcanic mountains and craters to explore, and the arid landscape is a sharp contrast to the emerald waters that surround it.
The beaches come in all shapes and sizes. There are stunning stretches of white coral sand beaches next to crystal clear waters such as Tortuga Bay on
Santa Cruz Island as well as black sand beaches like Black Beach on Floreana Island.
ANIMAL ENCOUNTERS
While exploring the Galápagos Islands, encounters with creatures are quite common. Whether you’re looking up, down or under the water, there’s always something to see. And unlike other areas, the wildlife here is tame, which means humans have the chance to observe them up close.
Some of the many animals found on the islands are blue-footed boobies, tortoises, iguanas, sea lions, sharks and Galápagos penguins, which live farther north than any other penguin species.
This majestic destination is one that should be on every nature-lover’s bucket list. While there are areas to explore on your own, it’s best to discover this unique location with a Galápagos National Park guide. Traveling with a guide not only grants access to more attractions but also allows visitors to learn so much more along the way.
DID YOU KNOW?
• The Galápagos archipelago is uniquely located on both sides of the equator in the Northern and Southern Hemispheres.
• The government of Ecuador designated 97% of the Galápagos Islands a national park, and visitors must be accompanied by
a guide to access the park areas.
• Many species found on the islands are endemic, meaning they are found nowhere else in the world.
• Marine iguanas, found exclusively in the Galápagos, are the world’s only seagoing lizards.
• The giant Galápagos tortoise can live for up to one year without eating or drinking.
Top: Santa Cruz is known for sandy beaches and the tourist town of Puerto Ayora; bottom left: The Galápagos giant tortoise is the largest living species of tortoise, the Archipelago itself being named after them (Galapágo is an old Spanish word for tortoise); bottom right: Marine iguanas, endemic to the Galapagos Archipelago, are the world’s only seagoing lizards, as well as the only lizard in the world with the ability to live and forage at sea.
PASSPORT PROCESSING WOES
Incredible demand has the U.S. Department of State struggling to keep up with passport requests.
WORDS / JENNA BUEGE
If it feels like more people are traveling internationally than ever, it’s because — in comparison to the last several years — they are. According to March 2023 data from the U.S. Department of State (DOS), the DOS receives an average of 500,000 U.S. passport applications a week — a 30 to 40% uptick from what the department received in 2022.
The surge is wild, and the DOS is doing its best to cope. “Historically, the demand’s been cyclical, the busy season is kind of March to late summer. Basically, it’s full-time now,” said U.S. Secretary of State Antony Blinken at a March 2023 Budget Hearing. “We’ve hired staff to increase the adjudicative capacity … we’ve got the customer service, phone lines manned, we have more people in the pipeline and that’s also reflected in the budget.”
PROCESSING TIMES ARE UP
Despite the DOS’ best efforts, keeping up with the demand has been a struggle. And with wait times averaging 10 to 13 weeks for routine applications (as compared to what was previously four to eight weeks) and seven to nine weeks for expedited applications (previously anywhere from a few days to as little as 24 hours), travelers aren’t happy.
“We encourage all Americans to check their passport expiration date before making any definitive plans for international travel, and to take action to renew their passport well in advance of international travel this year,” said the DOS in a March 2023 statement on its website. And don’t forget, processing times don’t start at the time of mailing. Instead, they begin after the DOS receives an application at a passport agency center, something that can take up to two additional weeks
when sending materials by mail. Not to mention, travelers should account for up to two more weeks for their completed passport to return home.
WHAT’S BEING DONE?
All this begs the question, when so many U.S. citizens want to explore the world, how can the DOS make sure their documentation is processed in an efficient and timely manner? According to Blinken, it comes down to a few things: the continued lift from the U.S. passport task force, the ongoing rollout of new technology and transparency.
“I think it’s really important that we be as clear and transparent as possible with people who are looking for passports to know what they can expect,” said Blinken. And hopefully, for travelers ready to renew their passports, that will soon mean looking forward to a faster and easier process thanks to the highly anticipated release of the DOS’ online passport renewal platform, which is still undergoing its trial period. Despite not being ready to launch just yet, the rollout of the new
platform is anticipated to make a big dent in processing delays. “We expect that 65% of renewal customers for passports will be able to do so online once this program is fully up and running,” said Blinken. In the meantime, the DOS is perfecting the product as they fine-tune the platform based on customer feedback before rolling it out on a larger scale.
THE GOLDEN RULE
While travelers don’t have much of a say when it comes to passport processing, there’s one huge thing they can do to make their lives easier and their vacations smoother: apply early. In fact, some industry pros go as far as to recommend people not even start making their travel plans until they have a valid passport in hand. And the DOS agrees: “We are committed to transparency and will continue to provide regular updates about passport processing times, and to encourage Americans to apply for their passport well in advance of any planned international travel to avoid last-minute issues.”
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MAXWELL SAYS: We’re so glad you’re taking the time to engage with the variety of activities we offer on VAX. If you’re chosen as one of our lucky winners, our team will contact you to let you know you’ve won. We’ll ask you to provide your name, city, state, headshot and a testimonial about VAX that we can share with others. After receiving your response, we’ll send you the prize certificate and post it on vaxvacationaccess.com/pages/agent-winners/.
YOU ASKED: How can I customize my emails with my agency logo?
MAXWELL SAYS: VAX offers you the opportunity to add your agency logo to sales emails, promotions, offers, e-itineraries, e-confirmations and travel itineraries. Logos must be submitted by the Agency Manager to ensure appropriate approval before VAX publishes a logo. You need to specify whether the logo is for multiple advisors or specific advisors in the subject line of your email. The email must include the VAX Agency Name and applicable advisor usernames the logo applies to. The logo must be at least 260 pixels wide by 80 pixels tall, named with the AgencyNumber_UserName and be either a jpg, png, eps, psd or tif file. Once you have all of that covered, it can be sent to vaxlogo@vaxvacationaccess.com.
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.
BODIES OF WATER
Across
3. The largest freshwater lake in the world by surface area
5. The largest lake in Africa
6. The largest and deepest ocean on Earth
11. The largest natural lake west of the Mississippi River that boasts one of the world’s largest populations of birds
12. An ocean shaped like the letter “M”
13. Algae growth is responsible for this Australian lake’s rosy hue
14. This northward-flowing river is the longest in Africa
16. A sea fed by the Atlantic Ocean that’s almost completely enclosed by land
17. This popular cenote is located just a short drive from Tulum, Mexico
18. The second longest river in North America
19. A small glacial lake with spectacular greenish-blue waters nestled at the foot of Canada’s Mount Victoria
Down
1. A Great Lake that borders the U.S. states of Illinois, Indiana, Michigan and Wisconsin
2. The Earth’s northernmost body of water
4. This salt lake borders Jordan to the east and Israel to the west
7. This ocean lies between North and South America on the west and Europe and Africa on the east
8. This body of water borders popular destinations like Antigua, Nevis, Virgin Gorda and more
9. The largest hot spring in Yellowstone National Park and the third largest in the world
10. The smallest of the Great Lakes by volume
15. An elongated freshwater loch that’s home to a mythical Scottish beast
18. A mysterious region southeast of the U.S. where ships, planes and people are said to disappear
Find the answers at vaxvacationaccess.com/ thecompasscrossword.
“Run
wild and free like a waterfall.”
— Anamika Mishra
MAKE EVERY SECOND COUNT AT HYATT.
Whether returning to ritual or embracing new experiences, guests celebrate every hour of the day with unparalleled adventures at Hyatt hotels and resorts worldwide. Beyond our uniquely exquisite hotels and resorts in premier destinations, travelers discover perfectly curated experiences enhanced by a deeper level of care.
Grand Hyatt Playa del Carmen
Alila Villas Uluwatu
Hôtel du Palais Biarritz
Travel Inspo Tool Kit
https://www.vaxvacationaccess.com/toolkit