CA-C12-FALL2023

MULTIGENERATIONAL FAMILY TRAVEL

Living Our Best Lives Now We’re

From birthday bashes and wedding anniversaries, to that much-deserved promotion at work — or just because — whether it’s something big or small, our exclusively adult, superyacht-inspired lady ships have everything your Sailors need to celebrate it all. And what better way to celebrate than sailing with the ones we love? Our Circles program was designed for group bookings of 10+ cabins and rewards Sailors and First Mates with luxurious extras.

Plus, set your Sailors up for vacation success with up to 20% OFF their voyage when they Book Early and Pay In Full at least 180 days ahead.

>> Departments

7. PRESIDENT’S NOTE

Insights from John Ische, president of Trisept Solutions.

8. EDITOR’S NOTE

Advisors make group travel memorable.

12. TRUE NORTH

This quarter’s most important news for advisors.

16. CONVERSATIONS

We asked: What’s your top tip or tool for staying organized when booking group travel?

18. BY THE WAY (A PSA)

How the American Society of Travel Advisors’ priority policies aim to help agencies bounce back.

20. HOW I CARRY ON

Kate McCue, captain of Celebrity Beyond, shares details of her life at sea.

22. TAKING OFF

Rose Gray, business relationship director for Fox World Travel, shares her story and tips as a group specialist.

24. THE RIGHT DIRECTION

The Family Bonds Foundation supports members of the travel industry who are experiencing hardships.

26. TECH TO KNOW

We asked travel email experts how to grab attention in crowded customer inboxes. Here’s what they recommended.

80. BREAKOUT SESSION

Travel advisors and industry figures share what they’re doing to invest in themselves personally or professionally before the end of the year.

82. DESTINATION NEXT

Whether they’re looking to get wild or keep things mild, this Mediterranean escape offers travelers island vibes, their way.

84. YESTERDAY’S NEWS

Let’s look back on Europe’s popular summer travel season.

86. ASK MAXWELL

Our beloved flippered friend answers your VAX questions.

89. CROSSWORD

Test your knowledge of types of group travel.

90. ONE FOR THE ROAD

Wisdom to take with you till next time.

>> Features

28. EXPERT TIPS FOR IMPROVING YOUR WEBSITE

Travel advisors can keep these useful tips in mind when creating or updating their websites.

30. WHAT LGBTQIA+ TRAVELERS WANT FROM A GROUP TOUR

LGBTQIA+ travelers are looking for unique places to explore with their peers. Here’s how to jump in on the group tour industry.

36. FALL FOLIAGE AND GHOULISH GETAWAYS

Check out these hauntingly beautiful escapes for travelers’ next autumnal adventure.

46. WHAT’S TRENDING IN MULTIGENERATIONAL FAMILY TRAVEL?

Discover what families are up to when it comes to their vacations and tips for booking multigenerational groups.

54. RESORTS IN MEXICO FOR EVERY GROUP SIZE

From intimate luxury rooms to large group bookings, here are the best resorts to know when booking your next group vacation in Mexico.

64. RIDE THE RAILS: GET TO KNOW US TRAIN TRAVEL

Discover why slow travel is an ideal way to tour the USA.

72. THE BEST PRACTICES TO KEEP YOUR TRAVEL BUSINESS SAFE

From incorrect employee classification to weaknesses in key legal documents, significant risk can be a norm for travel pros.

76. THE THREE-STEP GUIDE TO MAXIMIZING GOOGLE ANALYTICS

Don’t know how to make Google Analytics work for your travel business? This guide has everything you need to get airborne.

President and Publisher

John Ische

Editorial

Editor in Chief – Sarah Kneisler

Managing Editor – Codie Liermann

Senior Editor – Jenna Buege

Contributing Writers– Alesandra Dubin, Jenny Hart, Anna Shults Held, Lola Méndez, 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, Tyler Krause Manager, Digital Marketing – Ashley Perego

Advertising Producers – Joseph Enslin, Kyle Krause

Brand Ambassador – Michelle Payette

PUBLISHED BY

CHIEF EXECUTIVE OFFICER

Steve Zepezauer

PRESIDENT OF SALES & MARKETING

Scott Sanchez

DIRECTOR OF OPERATIONS

Tiffany Thompson

GROUP EDITOR

Justine Amodeo

CREATIVE & MARKETING DIRECTOR

Tracy Powell

PRODUCTION MANAGER

Tina Leydecker

I know a travel advisor who is an avid golfer, so passionate about the sport that he began planning his own personal golf trips to Ireland.

He visited the destination several times, learned which hotels and transfer companies cater to golfers, figured out the best courses to play and how to obtain tee times, built relationships with hotel general managers and golf pros and became a specialist in booking group golf trips to Ireland.

Another advisor I know specializes in planning group family trips to China. Sometimes trips to this destination are complicated, and he helps his clients by creating an itinerary that wraps together the cultural, culinary and social experiences customized to the group. He has grown to become a China group travel destination expert that compliments his base advisor business.

Group trips usually always come with several components, and it’s important for advisors to develop an expertise in that segment. It’s a broad enough space for everyone to have their niche. When destination weddings started becoming popular, many advisors took the time to learn about this segment and become a go-to resource for their clients. This can also be the case for so many other microsegments within group travel.

What is something you’re passionate about? Maybe you enjoy visiting all the baseball stadiums around the U.S. Turn this into your specialty by booking groups to these areas. Research the best times to go, which hotels to stay at and nearby attractions to create a well-rounded vacation experience. Or maybe fishing is one of your interests. Find areas where you know guides and lodges that will create memorable experiences. Are you a gardener? Develop itineraries

John Ische PRESIDENT, TRISEPT SOLUTIONS

John’s industry tenure spans more than three decades.

that allow groups of gardeners to travel globally to festivals and arboretums.

Whether it’s golfing, destination weddings, a specific destination or something else — the whole point is that you can turn your passion into a specialty, and over time it will grow in the group travel space allowing you to monetize it. Take advantage of using social media to showcase your expertise. Repetitive posting of photos and videos from your travels will display your passion and set you apart from others.

Group travel has always been popular, and it will remain popular because people love traveling with their friends and family. It’s an area of travel where assistance is usually always needed, and groups are usually willing to pay a fee to have someone else take care of the planning. This means it’s important for advisors to get involved and be an expert.

Hopefully the articles in this issue of The Compass magazine will inspire you and your passion to make your mark in the group travel segment.

Every summer for several years in a row my family would take a fishing trip to Canada. We’d stay on a little island in Perrault Falls, Ontario with our extended family, close to 20 people some years. The memories made on those trips are some of my fondest.

I’ve also been lucky enough to take a few group vacations with my college roommates and their families over the years. From ski trips in Colorado to the sunny beaches of Mexico, we’ve prioritized time together in new locales.

Planning a group trip with family and friends isn’t a walk in the park, though. Many times, there’s something holding you back … work is just a tad too busy; the price feels slightly out of your range; busy schedules don’t always align as easily as you’d like. However, figuring out a way to make that group vacation happen oftentimes leads to some of the best trips, and you play a key part in making this happen for your clients.

For us, traveling is second nature. Working in the industry means we’re usually always on the go. And while hopping on airlines is the norm for us, not everyone gets this luxury. The vacation you book for a group of clients might be the only time they’re getting out of their hometown that year, and it’s your job to help make it as memorable as possible.

Our theme for this issue of The Compass magazine is group travel, and we have a lot of great articles waiting for you in the pages ahead. We provide insight into what’s trending in

Figuring out

a

Codie Liermann MANAGING EDITOR CODIE AIMS TO DELIVER VALUABLE CONTENT TO TRAVEL ADVISORS

multigenerational travel and offer resort ideas for your group travelers heading to Mexico. Other topics include U.S. train travel and website tips, and there’s even an exclusive interview with a “Celebrity” cruise ship captain.

Group travel is an exciting area of the industry to be involved in, and there are so many ways to approach this niche. Don’t let it intimidate you. It’s all about figuring out what’s most important to your clients — and sprinkling in some extra touches along the way. The magic of making memories while traveling in a group is something everyone should experience, and having you to help your clients along the way can be what makes a good group vacation great.

way to make that group vacation happen oftentimes leads to some of the

best trips, and you

play a key part in making this happen for your clients.

Book through your preferred Tour Operator.

As you like it

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• Riu Palace Jamaica Jamaica | Dec 15th, 2023

• Riu Palace Antillas Aruba | Winter 2024/2025

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.

LOLA MÉNDEZ

Lola Méndez is a queer Uruguayan-American journalist. Her work has been published in many print and digital publications including CNN, USA Today, InStyle and more. After calling New York City home for seven years, Lola became a full-time globe-trotter in 2015 and has visited 73 countries.

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 SHULTS HELD

Anna Shults Held is an essayist, journalist and tech ghostwriter. Her work has appeared in Entrepreneur, Vox, The Cut, Bustle and Buzzfeed, among other publications.

ANDRIA

Stay the course on these big issues.

WORDS / JENNA BUEGE

Commercial Space Travel Now a Reality

Virgin Galactic’s “Galactic 01” went down in history as the first commercial spaceflight after ship Unity’s inaugural mission on June 29, 2023. Then, in August 2023, Unity’s next flight, “Galactic 02,” marked the beginning of recurring monthly commercial flights hosted by Virgin Galactic, which plans to offer its services mainly for scientific research and private astronaut space missions. Want to get on the list? A 2022 financial filing by the company showed tickets start at $450,000.

STARGAZING AT JOSHUA TREE

As an official Dark Sky Park, Joshua Tree National Park has long been a favorite spot for travelers and locals alike looking to kick back and marvel at the beauty of Earth’s celestial bodies. And this fall, nature lovers can do just that at the 2023 Joshua Tree National Park Night Sky Festival from October 13 through 14. Best of all, this year’s event corresponds with an annular “ring of fire” solar eclipse.

Virgin Galactic's VSS Unity.

Joshua Tree National Park is an official Dark Sky Park.

CRUISE TAX HIKE COMING TO THE BAHAMAS

The Bahamian government plans to roll out a series of new taxes for cruise passengers beginning in January 2024. In the new year, cruise-goers can expect to pay more for Nassau and Freeport ports of call with the cost per person jumping from $18 to $23. Alternatively, travelers who dock at a private island without stopping at Freeport or Nassau can expect to pay $25 per person. But that’s not all; the government also plans to impose a $5 tourism environmental tax and a $2 tourism enhancement tax per passenger in hopes to fund local infrastructure and upgrade trendy vacation spots.

Vienna, Austria was ranked the world’s most livable city.

THE WORLD’S MOST

LIVABLE CITY

Economist Intelligence Unit’s (EIU) Global Liveability Index found Vienna, Austria to be the world’s most livable city for the eighth time in a row. A bi-annual ranking, EIU’s Global Liveability Index is based on 30 factors across five categories including culture and education, stability and health care and infrastructure. The index studies a total of 173 cities, and Copenhagen, Melbourne, Sydney and Vancouver took second, third, fourth and fifth place respectively.

DELTA GETS MORE ACCESSIBLE

Delta Flight Products (DFP) and Air 4

All recently partnered to develop a new cabin seat option for wheelchair users. While the design is still in its early stages, the fresh concept is already a hit, as the prototype received overwhelmingly positive feedback when unveiled at the Aircraft Interiors Expo in Hamburg this past summer. So, how does it work? With the ability to seamlessly convert between a traditional airplane seat and an “accommodation for wheelchair restraint,” the built-in seat folds inward allowing wheelchairs to dock into place. If adopted, the new seat style would allow wheelchair users to remain in their chairs for the duration of a flight and would hopefully reduce damage to mobility devices in the process.

Prototype of Delta Flight Products' new wheelchair seat.

An aerial view of Nassau, the capital of the Bahamas.

AI Helps Combat Poaching

While much of the news surrounding AI sways doom and gloom, the up-and-coming technology is acting for good in South Africa where Thanda Safari, a Big Five game resort, is using AI to track and monitor its rhino populations. Outfitted in the form of an AI-enabled collar, the new tool allows rangers to observe and analyze animals’ behavior patterns in addition to registering abnormal activities including poaching attempts, illnesses, fighting and more. In 2022, South Africa lost 448 rhinos to poaching, making this technology a gamechanger for the region’s ongoing conservation efforts.

AMTRAK ROUTE HITS HIGH SPEEDS

Earlier this summer, Amtrak took things up a notch when the Illinois Department of Transportation approved a speed increase for trains traveling the railroad’s popular Chicago to St. Louis corridor. Train travel along the busy route is now permitted to reach speeds of 110 mph — 20 mph faster than previously allowed — saving riders an average of 30 minutes when going from Chicago to BloomingtonNormal, IL, and around an hour and a half when traveling from Chicago to St. Louis.

United's App Upgrade

Recent changes to United Airlines’ mobile app now allow travelers to browse and purchase rebooking options in the case of a delay or cancelation. The new update came after beta-testing by the airline found 50% of United customers look to the app or United. com for self-serve options during travel disruptions. In addition to more booking options, the app will also present eligible customers — those with a flight cancelation or a flight delayed by more than 60 minutes — with meal, ground transportation and hotel vouchers.

An Amtrak train leaving Chicago’s Union Station.

United Airlines' updated mobile app.

COURTESY OF UNITED AIRLINES

Three Rhinos in a field.

Newly Revitalized and Relaunched

Grand Oasis Tulum re-opened its doors on July 5, providing a seamless blend of nature, authenticity, and exceptional value in the heart of the Riviera Maya

Diverse Cuisine

Sample 8 unique restaurants that cater to varied palates, from gourmet to kid-friendly fare – Le Petit Chef provides an immersive gastronomic experience featuring a 3D chef that will delight the entire family

Adults Only

Dine at the gourmet Seafood & Grill, sip cocktails at the swim-up beach bar, and unwind in a Sian Ka’an suite with ocean views, your own jacuzzi, and premium amenities in the adults-only section of the resort

Ocean Adventures

Discover the Great Maya Reef just offshore with a variety of water activities accessed directly from the beach, like paddle boarding, kayaking, fishing, scuba diving and snorkeling – lucky explorers might even spot sea turtles!

Special Intro Offer

Get up to $100 Bonus Cash for every booking, experience the renovations firsthand with agent rates for only $85 pp/pn, and book your client’s next vacation for up to 66% off OasisConnect.net

WE ASKED: WHAT’S YOUR TOP TIP OR TOOL FOR STAYING ORGANIZED WHEN BOOKING GROUP TRAVEL?

Maricela Prayther OWNER OF BE HAPPY NOMAD TRAVEL

WEBSITE

linktr.ee/behappynomadtravel

FACEBOOK facebook.com/BeHappyNomadTravel

“I am often happiest when planning travel for a group, and a master spreadsheet is my ultimate BFF! Whether I am working on a group of 50 or 1,000 guests, a well-designed spreadsheet can hold the key to a seamless workflow, data management, accounting calculations and effective collaboration. Since every group is different, having a good base template is crucial to hit the ground running and know that you are not missing a beat. Being effective in your data management can free up valuable time to work on all the fun, creative and personalized aspects that really make the difference for clients.”

Christy Cason, ACC

OWNER OF CASON TRAVEL & TOURS AND GROUP SPECIALIST

WEBSITE casontravelandtours.com

INSTAGRAM instagram.com/casontravelandtours

“My top tip is to utilize a group booking platform to process all bookings online and to engage your clients. You can interact with your clients for months leading up to the vacation with reminders, vacation tips and highlights to your program. I’m in the third year of producing MoBay FunFest, a Boutique Music & Wellness Festival in Jamaica. I love groups!”

Mary Jane Manole

LUXURY TRAVEL SPECIALIST AT THE LUXX TRAVEL

WEBSITE victorandmj.com

YOUTUBE youtube.com/@VictorandMJ

“My favorite tool to organize is Travefy’s CRM. I manage my client details and trip tasks using its forms and task flows. When creating a group trip, the tagging feature lets me tag people for specific events they are part of. When I send a group their itinerary, each will receive a personalized version of their trip based on their specific events. The tags can be private, or if it’s a small group, it can be set up so everyone can see what other people’s tagged events are. Another cool feature I use is having a master itinerary. Then I can easily make a copy for each person or couple in the itinerary and customize it based on the events they are part of.”

Kim Goldstein PRESIDENT OF JOURNEYS INC.

WEBSITE journeystravelinc.com

FACEBOOK facebook.com/journeystravelinc

“When booking a group, it’s essential that you have a defined process for managing the group. It’s best to have a set of tasks that needs to be completed throughout the life of the group including room release dates, payment dates and any critical dates within the contract, etc. It’s essential that you fully understand the terms of the contract, so you don’t make a mistake that can cost you thousands of dollars. If in doubt, ask your supplier where you booked the group to review the contract terms with you. This should be a standard list that can be used for any group that you have. Keeping these in your CRM is great so they’re easy to access and use. Our agency uses reminder groups in VacationCRM to ensure that we don’t miss a task that needs to be done, and these get applied to every new group that we have.”

Book 5 staterooms and your clients will enjoy a variety of group travel discounts, plus Free offers such as Free Onboard Credit, Free Unlimited Open Bar, Free Specialty Dining and much more! A dedicated Groups Concierge will ensure their arrangements including meals, parties and shore excursions are planned to perfection whether it’s for weddings, family reunions, birthday celebrations or private events.

Infinity Beach

Norwegian Viva

Norwegian Viva Speedway

RECAPPING ASTA LEGISLATIVE DAY 2023

How the American Society of Travel Advisors’ priority policies aim to help agencies bounce back.

WORDS / JENNA BUEGE

Earlier this year, more than 225 travel advisors made their voices heard at ASTA Legislative Day 2023. With representatives from all 50 states, travel pros came together in Washington D.C. to speak directly to members of Congress about hot-button issues impacting their businesses.

The event featured over 200 meetings focused on promoting the American Society of Travel Advisors’ (ASTA) top priorities including topics surrounding the multi-year Federal Aviation Administration (FAA) reauthorization bill and the U.S. Department of Commerce’s $3.5 million funding request to establish the office of the new Assistant Secretary of Commerce for Travel and Tourism.

“Policymaking is a marathon, not a sprint,” said Eben Peck, executive vice president of advocacy for ASTA. “Our goal is to raise

awareness about the critical role travel advisors play in the broader travel and tourism industry, and to secure support from as many legislators as possible for policies that will help our members’ businesses recover post-COVID. Legislative Day is the most impactful thing our members can do to help make that happen.”

THE FAA REAUTHORIZATION ACT

One topic attendees couldn’t get enough of was The FAA Reauthorization Act of 2018, which is set to expire at the end of this month. Discussions surrounding the act and the Fiscal Year 2023 reauthorization process are expected to result in lively conversation, including several issues supported by ASTA like clarifying travel agencies’ responsibility surrounding client refunds for canceled or significantly altered flights, adding a travel agency seat to

the Department of Transportation’s (DOT) Aviation Consumer Protection Advisory Committee (ACPAC), establishing a system for fulfilling consumer disclosure requirements for “offline” air ticket transactions and providing flexibility as to how airline ancillary fee information is presented to travelers.

And, as the source of nearly half (48% to be exact) of total U.S. airline ticket sales amounting to $97 billion in revenue in 2019, ASTA believes a thriving travel agency community is a critical component to the continued recovery of the travel industry in 2023. The organization urged lawmakers to support advisors and their small businesses in a post-pandemic world as ASTA member surveys as late as February 2022 showed travel agency revenue was down 71% in comparison to 2019. Pair this with staffing shortages, advisor burnout

ASTA President and CEO Zane Kerby addresses the crowd.

and supplier service disruptions, and there’s no doubt travel pros have endured a bumpy ride.

“Congress has the power to address some of these challenges and help these small businesses take full advantage of travel’s postCOVID rebound,” said ASTA in a June 2023 press release. “This is especially true with regard to the Federal Aviation Administration reauthorization legislation, as travel advisors are considered ‘ticket agents’ under federal statute and regulated by the Department of Transportation along with other aviation industry stakeholders.”

FUNDING THE ASSISTANT SECRETARY OF COMMERCE FOR TRAVEL AND TOURISM

In late 2022, Congress passed the Visit America Act, new legislation that will work to establish an Assistant Secretary of Travel and Tourism position within the U.S. Department of Commerce. The new role will work to grow domestic travel by collaborating with federal agencies to determine national strategies and policies. “The U.S. is the only G20 country without a federal agency or cabinet-level official in charge of tourism policy and establishing an Assistant Secretary will put the U.S. on par with its top competitors and provide a senior official to work with our partners across the world on travel issues,” said ASTA in the same June 2023 press release.

While the Visit America Act authorized the new position, funding is still up in the air. ASTA urged lawmakers to dedicate $3.5 million toward the office of the new Assistant Secretary of Commerce for Travel and Tourism, a notion that was seconded by the Biden Administration in its Fiscal Year 2024 appropriations request earlier this year.

ASTA cited the country’s lack of a highlevel leader in travel and tourism as one of the major pain points for travelers and the industry over the past few years. “Throughout the COVID-19 pandemic, government restrictions on guidance against travel issued by an array of federal agencies highlighted the scattered nature of federal oversight of the travel industry,” said ASTA.

Discussing priority policies with lawmakers.

Attendees smile for the camera.

ASTA Legislative Day 2023.

MEET CAPTAIN KATE MCCUE

Celebrity Cruises’ captain of Celebrity Beyond shares details of her life at sea.

WORDS / CODIE LIERMANN

In addition to being a “modern mermaid, red sole rockin’ Mum to wanderluster @ bugnaked” and the captain of Celebrity Beyond, Captain Kate McCue has taken on the role of inspiring and entertaining her more than 3.7 million social media followers. She provides glimpses into her everyday life as a mega cruise ship captain, and the energy she shares with her audience is contagious.

Eager to learn more, The Compass caught up with Captain Kate McCue to hear about her experience as a captain and her journey to get there.

Q: Can you tell me a bit about your career path and how you got started in the cruise industry?

A: First, let me say: expect a marathon, not

a sprint. Good things come to those who put in the time and effort.

I went to California State University Vallejo, California Maritime Academy, a four-year university (that is) part of the Cal State University system, which has a program on Marine Transportation, and graduated with my Bachelor of Science in Business Administration and a 3rd Mate unlimited license to sail anything from a tug boat to the world’s largest super tanker and everything in between.

Similar to the aviation industry, the maritime industry requires that we accrue a certain amount of time in order to upgrade to our next licenses. Where aviation pilots require flight hours, seafarers require a certain amount of sailing days which varies

depending on the country you are in.

Since beginning my career at sea as a Cadet at California Maritime Academy in 1996, I have worked my way up the ranks from Apprentice Officer, 3rd Officer, 2nd Officer, 1st Officer Deck, 1st Officer Safety, 1st Officer Navigation, Chief Officer Safety, Staff Captain, all the way to Captain.

Advancement and positions depend on the segment of the industry you sail in and the company you sail with. It took me 19 years to be promoted to Captain, which is pretty typical in the cruise industry. Promotions depend on availability.

Q: What made you want to become a Captain of a cruise ship?

A: When I was 12 years old, my parents

Inset: Captain Kate McCue; above: Captain Kate and officers on the Celebrity Edge bridge.

took me and my brother on a four-day cruise to the Bahamas. When we got off the ship, I told my dad that I wanted to be the Cruise Director and plan all the fun events onboard the ship. My dad said, “You can do anything you want, including driving the thing.” That is where the seed was planted, and after 19 years at sea, and a steady progression through the ranks, I was promoted to Captain in 2015.

Q: What is your favorite feature on Celebrity Beyond?

A: The beautiful $1.3 billion Celebrity Beyond is a modern marvel with her hardware and design, but my favorite “feature” is the 1,420 crew who give the ship a soul and create a wonderful experience for our guests.

Q: I can imagine your responsibilities vary and each day at work might look a bit different. What are some of your favorite parts of the job?

A: You’re right. Each day is different. I’ve learned to expect the unexpected. Each day finds us in a different place, surrounded by different people, different weather and different circumstances. And the variety of my position is so unique. For example, I oversee things like safe navigation of the ship and our guests to their destinations, but I also have a hand in delivering the best experience to our guests and crew. I love the variety!

However, one of the perks of the job that no one told me about as I came up through the ranks is how this position allows me to make an impact in our guests’ vacation experience as well as the memories we help create. On a professional level, I love that I’m able to pay it forward by giving my crew opportunities to be better tomorrow than they are today. Helping them grow is what inspires me about my work. The people are everything, and I couldn’t do my job without them!

Q: Becoming a cruise ship captain is not an easy journey. Did you encounter any hurdles along the way?

A: I love this question because I don’t have a stereotypical answer that comes to mind. That’s because I have been blessed to work for a company that values diversity and inclusion.

The crew across our fleet of ships come from 60 to 75 different nationalities. Everyone is a minority of some sort, be it race, religion, sexual orientation, gender, etc.

Because of this, I’ve found that we don’t pick on each other’s differences, but rather we are in a unique environment that celebrates those differences. Therefore, being a female onboard wasn’t what defined me.

Q: Do you have any advice for those in the travel industry working towards a position that might not be easily attainable?

A: The opportunities are there, and I would encourage anyone who wants to pursue a life in travel to jump in wholeheartedly.

You don’t need to follow in anyone else’s footsteps. Forge your own path by bringing your unique personalities and perspectives to each job you do. The formula for success in the travel industry is the same as any industry. Understanding who you are and knowing what you want is key. Surround yourself with diversity. Be your authentic self, approachable and vulnerable. Be kind. Be supportive and willing to pay it forward.

Q: Our editorial team loves cats, and we’d love to hear a little about Bug Naked and your experience traveling with a pet onboard.

A: One perk of the Captain’s job is that we can have our family sail with us onboard.

However, my husband also works at sea so he can’t join me for long periods of time. I figured out pretty quickly that it can be a bit lonely, but having a pet onboard combats that.

Bug is happiest at sea, chasing endless summers, surrounded by her large extended crew family, floor to ceiling windows with constant sunshine pouring in and the attention of our amazing guests. We host “Bug Trivia” onboard so the guests have a chance to see our famous hairless feline!

WHAT’S IN CAPTAIN KATE’S CARRY-ON?

“Captains are usually assigned to a specific ship for two to three years and our onboard accommodations afford us the luxury to leave uniforms and personal effects in the Captain’s cabin, thus cutting down on luggage, so I only need to travel with a carry-on. What you will find in my carry-on is my cell phone, earbuds, a pair of Louboutins, my passport and most importantly, the best sidekick in the world – my hairless cat, Bug Naked (though I don’t put him in my carry-on, but carry him on!).”

Captain Kate McCue looks out to the $1.3 billion Celebrity Beyond; inset: her cat, Bug Naked.

BLOWING MINDS SINCE

2009

Rose Gray, business relationship director for Fox World Travel, shares her story and tips as a group specialist.

WORDS / JENNA BUEGE

TV Host, Podcaster, Business Relationship Director … Rose Gray wears many hats. But before she established her longstanding career at Fox World Travel, her professional journey began as many of ours do: on an uncertain career path, searching for her passion.

“I actually have a degree in, believe it or not, elementary education,” said Gray. “I taught school for 7th and 8th-grade science and math for a couple of years before I realized I made a bad career choice.” One move to Colorado and some odd jobs later, travel was at the top of Gray’s radar. “From that point on I just was thinking, ‘How can I parley my love of travel into a career?’” It wasn’t long after she walked into her local travel agency and said, “I’d be really good at this. You should hire me.” And shockingly, Gray said, they did.

Now, over 35 years and many adventures later, Gray specializes in groups. It’s her perfect fit.

ROSE, WHERE DO YOU WANT TO GO?

While Gray adores her role today, she met the early days with hesitation. “In 2009, my thenboss said, ‘I think you should take a WTMJ listener trip to Alaska,’” said Gray. “And I said, ‘I think that’s a horrible idea because I want to take a listener trip, but I don’t want to go to Alaska.’” Her boss retorted, “I beg your pardon? I wasn’t really asking you. I was telling you you’re taking a WTMJ listener trip to Alaska.” While she accepted her fate, Gray still hadn’t warmed up to The Great North. “(My co-worker) literally had to drag me on the plane

Inset: Rose Gray; Above: Rose and a group of travelers set sail on an adventure in Antarctica.

kicking and screaming,” she said. “I don’t know if I thought it was going to be buggy or dirty or rustic … I don’t know why but I didn’t want to go there.” However, upon landing in Alaska she fell in love, and she’s since visited 13 times. By Gray’s third time hosting a WTMJ listener trip, she was ready for more. “I said to the person Fox was sending along, ‘I could do this,’” said Gray. “I don’t know why we have to spend the money to send somebody to be the tour manager and take care of the operations. I’ve been in this so long. I see what you do; I know what you do; I believe I can do both jobs.” And so, that’s what she did, and soon, Fox stopped hosting listener trips and instead started asking, “Rose, where do you want to go?”

WITHIN THE STRUCTURE LIES THE FREEDOM

When done right, group travel is the gift that keeps on giving — for advisors and travelers. Gray noted big trips, like those to Alaska, are the perfect way for inexperienced travelers

to get their feet wet. And often, those same travelers are pleasantly surprised by the experience. “My quote when we talk about selling groups is, ‘within the structure lies the freedom,’” said Gray. “We’ve structured this all for you; you don’t have to do planes, trains and automobiles.” Do it right, and groups generate repeat customers. “What ends up happening is either, they continue with us in the groups department, which is great, (or it’s) ‘what else have you got, Rose?’”

DON’T GET BURNED

As an expert in the niche, Gray shared her advice for advisors looking to book more group travel, first and foremost emphasizing the importance of understanding the contractual component of the gig. “I’ve talked to so many people that got into it and got burned because a deadline came and went, they didn’t reduce their numbers and they got penalized,” said Gray. “It breaks my heart they didn’t think that through as much as they should

have or investigate the contract as much as they should have.”

Another key component? Vetting and knowing your vendors. “Have a variety of vendors, but your portfolio should be pretty small,” said Gray. “And make sure you vet those tour operators. If you just randomly pick somebody and haven’t worked with them before, I think that’s a recipe for disaster because you don’t know how they operate.”

Gray acknowledges group travel can be intimidating. “There are some travel advisors I’ve spoken to that said, ‘I wouldn’t touch a group with a 10-foot pole,’” she said. But Gray wouldn’t trade it for the world. “I enjoy it thoroughly. I love meeting these people; I love taking them. People say to me, ‘Why do you go to Alaska over and over again?’ and I tell them this: ‘It’s like taking grownups to Disney World; they’re blown away by everything; everything blows their minds.’ I just love standing back and watching people’s minds be blown.”

Rose dining with a group of travelers.

Rose poses with a group of travelers in Antarctica.

FAMILY BONDS FOUNDATION

This organization supports travel advisors and suppliers who are experiencing hardships.

WORDS / CODIE LIERMANN

We’ve most likely all witnessed someone close to us go through a hardship in life. It’s almost always something unforeseen and oftentimes carries a financial burden along with it. These struggles come in all shapes and sizes, and one travel company wanted to find a way to help offer relief.

In 2016, Travel Leaders Group President John Lovell created the Family Bonds

Foundation, an organization that offers financial assistance to members of the travel industry who are in need.

“His goal at the time was to put together an organization that really allowed us to help our own, our industry family, whether it be advisors, whether it be suppliers, whether it be members of their family, folks that are in need,” said Jackie Friedman, who is the president of Nexion Travel Group and the current president of the Family Bonds

Foundation.

Being in need looks different to everyone. It includes everything from people facing health challenges and natural disaster victims to single parents paying for college tuition and adults caring for elderly parents.

Grants are given out four times a year, and since its inception, the organization has provided 200 grants totaling more than $370,000. Family Bonds Foundation is led by a board of directors which is made up of

Jackie Friedman on stage (right) presenting with recipient Laurie Zeller (Travel Leaders of Apple Valley) at EDGE in 2023.

“If we can just do something to help our own industry family who are in need, it’s very rewarding”

travel agency owners, independent advisors and suppliers as well as people from a few of the Internova businesses.

Friedman took over as President of the foundation in 2018 and has been ever since. She enjoys being able to help those in need and explained that while the assistance doesn’t make all the problems go away, it certainly helps make them a little easier to deal with.

“It’s important to me because I love the travel industry; I’ve been in it for almost 40 years. It is a people business and a relationship business, and a lot of the people we’ve been able to help come across unforeseen circumstances,” Friedman said, adding that there are many cases where people regularly donated over the years and have later found themselves in need of help.

Travel industry professionals can get involved by nominating themselves or people in need or donating to the foundation. The Family Bonds Foundation has fundraising campaigns, silent auctions and raffles a few times a year, usually in conjunction with larger conferences. An online platform is used so everyone can participate.

There is also a donation link right on the website. Friedman said during the COVID19 pandemic the foundation had suppliers, resorts and cruise lines send in their favorite recipes, and they created a digital cookbook that continues to be updated every year. Anyone who donates $20 or more gets a copy of the cookbook.

“If we can just do something to help our own industry family who are in need, it’s very rewarding,” Friedman said.

WHAT IS THE FAMILY BONDS FOUNDATION?

The Family Bonds Foundation provides support to members of the travel industry and their families and communities who are experiencing financial hardships.

HOW CAN ADVISORS GET INVOLVED?

Travel advisors can get involved by nominating people in need or making a donation to the foundation. Visit familybondsfoundation.com to learn more.

Jackie Friedman, president of the Family Bonds Foundation.

Grant Recipient Natalee Fox speaking at CoNexion in 2022.

SECRETS OF SUCCESSFUL EMAILS

We asked travel email experts how to grab attention in crowded customer inboxes. Here’s what they recommended.

For travel advisors, emailing clients is a heavy lift. And while it’s a necessity, it can feel like a distraction from the more fulfilling tasks of the job — not to mention a frustratingly unbillable step in the process.

Travel advisors Penny Cooper and Christina Vieira came from corporate and tech marketing backgrounds respectively and were accustomed to automating streamlined email systems. But when they noticed peers across the travel industry struggling to keep up, they saw an opportunity and set out to create a tool for marketing and client emails that would ease the major pain point.

The result is their new company, Magic Made Simple, which offers efficient, effective templates for travel advisors to use in their businesses. Here are five of their top tips for creating successful email templates that earn positive attention, convert sales and grow business.

1. MAKE IT PERSONAL

It’s important to personalize the email to the client receiving it, but it’s equally important to personalize it as the sender. Including anecdotes or observations from your own experiences is one way to do that.

“Just as you have an opportunity to send certain emails to certain types of people to give them the content they want based on their pains and desires, you also have a chance to share personal stories because that’s what sets you apart,” Vieira said. “Putting yourself into it is going to deepen that connection with the traveler; it’s what’s going to keep them coming back again and again.”

2. SEND CONSISTENTLY

Some travel professionals fear that sending

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Travel advisors Penny Cooper and Christina Vieira, owners of Magic Made Simple.

marketing emails too frequently will appear spammy and turn off clients. However, consistency is key to appearing dependable — and to keeping your business top of mind.

“We hear from people often that they don’t want to overwhelm with too many emails. But when you keep it personal and you connect, you’re providing value,” Cooper said. “And if you’re giving them value and they know they can count on you, you’re going to be welcome in their inbox.”

3. USE CALLS TO ACTION STRATEGICALLY

First, define the purpose of each email before heavy-handedly including calls to action that don’t support the specific goal. While all marketing emails should contain a call to action, emails sent with the goal of building a relationship or loyalty might not need more than an invitation to follow the advisor on social media for an inside look at an upcoming trip.

In all cases, the approach should be mindful and strategic. “Many travel advisors send their welcome-home email like it’s the last email they’ll ever send to their clients: welcoming them home, collecting feedback, asking for testimonials or referrals and asking where they want to go next,” Vieira

said. That’s too much for a single email. “By turning that one email into a series of follow-up emails, you’ll reduce the number of calls to action and continue the conversation with the client organically.”

4. USE VISUAL CUES TO HELP CONTENT STAND OUT

Instead of one big block of text, use visual indicators to break up the content and draw readers into key parts. You might do this by adding video, graphics or leaning into brand colors to draw attention. Cooper also suggests adding a downloadable — like a tip sheet on minimum height requirements at Disney — that “pops out of the email” visually and offers value.

5. NAIL THE SUBJECT LINE

Email recipients are likely to scroll through their inboxes and make determinations quickly about what to open immediately, save for later or delete altogether. A catchy, conversational subject line is essential. “There is no subject line that’s going to get every person to open,” Cooper said. But when you focus on putting together a resonant subject line for your ideal client, they’ll open immediately “because they feel like you’re talking right to them.”

CREATE ENDLESS CONTENT THAT CONVERTS

The pros at Magic Made Simple are extending a free offer for a downloadable workbook focused on nurture sequences and newsletter content generation. Head to magicmadesimple.myshopify.com and use the code MMSCONTENT to download a copy today.

EXPERT TIPS FOR IMPROVING YOUR WEBSITE

Travel advisors can keep these useful tips in mind when creating or updating their websites.

WORDS / CODIE LIERMANN

Creating a website, or even updating a website, is one of those things that’s constantly sitting on the “to do” list but always getting bumped to the bottom. With so much on their plate, it’s sometimes overwhelming for travel advisors to even think about this type of project.

It’s time consuming and has a lot of moving parts. Do you get new photos taken or use the ones you have? How in-depth should the content be? Should testimonials be included? By the time you get through the initial planning stages, you’re exhausted and no longer interested in the task at hand.

The Compass chatted with Kate Winter Cole, owner of Kate Winter Digital Solu-

tions, to hear the latest tips and tricks for improving your travel agency website. She offers marketing and design services to small businesses, including travel agencies.

“My business is mostly referral based. I was referred to one travel advisor, then another and another, and so on,” Winter Cole said. “In the past year, I’ve been lucky enough to tag along on some travel advisor trips (Pivot and Prosper and a Mexico Fam Trip), and it really opened my eyes to the depth of knowledge and level of detail it takes to be successful in this industry.”

Winter Cole has a passion for educating business owners and entrepreneurs and helping them connect with their audiences. After

WANT TO LEARN MORE?

Send her an email: hi@katewinter.com

spending 15 years in the marketing world and seven of those years running her own business, she knows a thing or two about optimizing a website. Here are her top tips for advisors.

WEBSITE VS. SOCIAL MEDIA

It’s not one or the other when it comes to having a website and social media accounts. Both tools can be extremely useful. One misconception Winter Cole often hears, though, is that an online social media presence does more for business than a website.

“Social media is a fantastic tool for communication and promotion, but ultimately those platforms are in control of your content and your audience,” Winter Cole said. “Your

website is the one place where you are in charge, not an algorithm.”

While social media accounts are fairly easy to create and manage, having an established website adds a level of legitimacy to a business. When consumers are looking for assistance planning their vacation and conduct a quick online search, they are more likely to choose a travel advisor who has a website to explore vs. one who only has social media pages.

CREATING COPY TO REFLECT YOUR EXPERTISE

Sometimes it’s difficult to know where to start when creating copy for a website, and Winter Cole said this is the biggest hurdle she faces with the travel advisor community. When it comes to writing the text for your website, Winter Cole encourages advisors to start by thinking about what questions they get asked the most and answer them in the copy.

It’s also important to remember who this content is for. “Remember — this text isn’t just for your future clients; it’s also for search engines to crawl and rank your website,” Winter Cole said. “If you are stumped for words to include, look up social media hashtags. It’s a great way to see what’s trending.”

Your website is also an ideal place to include things like testimonials you’ve received and certifications you’ve earned. You’ve worked hard to get where you are and have years of experience under your belt, and your website is a great place to showcase this. There are a host of traits that set you apart from online booking engines and specific characteristics that also set you apart from other travel advisors. Make sure your unique skill set is highlighted on your website for all to see.

“One thing that sets travel agents apart is their expertise. I’d love to see more agents lean into that,” Winter Cole said. “I think when we work in an industry for a while, we take certain knowledge for granted.”

Winter Cole encourages advisors to take things like travel ideas, packing tips, destination guides and resort reviews and turn them into valuable content for prospective clients to read. These could easily be turned into blog posts to add additional content to a website. “This extra content goes a long way with search engine optimization and positions you as the expert. I’d always rather book with the expert,” she said.

CONSISTENCY IS KEY

If you’re considering having a blog on your website, Winter Cole reminds travel advisors that keeping it up to date is always going to be important. “The key to successful content creation like this is consistency. Consistency will always win,” she said. If consumers come across your website and see a blog post last updated five years ago, there’s a chance they might think your

company has gone out of business. Be sure to keep not only the blog posts but the copy and imagery fresh and current.

“[Your website] needs to be updated often, and it should reflect you NOW, not four years ago when you built it. If you DIY’d your website or if you have a professional designer, please be sure your content is fresh, current and up to date,” Winter Cole said.

THINGS EVERY ADVISOR’S

WEBSITE SHOULD HAVE ACCORDING TO KATE WINTER COLE

1. GREAT PICTURES:

I know you all take about a million pictures on your FAM trips. Use them! Also, find that great photo of yourself where you feel like a million bucks. People really do connect with people. I’d want to see the person I’m booking travel with smiling.

2. ABOUT SECTION:

Tell me about your journey in the industry; include your passions, personality and favorite destinations. Don’t be afraid to let your personality come through.

3. SERVICES:

Explore exactly what you do and how you help. Don’t

assume your prospective travelers know anything.

4. TESTIMONIALS:

Please share some words from past clients (also — are you asking for Google Reviews? You should be!)

5. DESTINATIONS/TRAVEL PROVIDERS:

Give me some suggestions. Maybe I was thinking Florida, but I’ll read your list and think, ohhhh, Aruba!

6. SPECIALTY PAGES:

Are you an expert in European River Cruising? Do you host group African Safaris? Maybe it’s theme parks and you have 101 tips for avoid-

ing lines. Whatever makes you unique, show it off.

7. FREQUENTLY ASKED QUESTIONS: We all have professional questions that we are asked regularly — you might as well use that content for your website. Also, this is more content for search engines to read.

8. CONTACT INFORMATION:

Do NOT — I repeat — DO NOT only have this once or in one place. You never want someone to have to click more than once to get ahold of you. Please make it easy to hire you!

WHAT LGBTQIA+ TRAVELERS WANT FROM A GROUP TOUR

LGBTQIA+ travelers are looking for unique places to explore with their peers.

Here’s how to jump in on the group tour industry.

WORDS / LOLA MÉNDEZ

Since 2018, the LGBTQIA+ travel market has exceeded $218 billion annually. As it continues to grow, travel advisors like Laticia Jacobs, a lesbian and CEO of Travel Concierge Partners and member of the American Society of Travel Advisors, are noticing an increase in bookings for LGBTQIA+ group travel.

“As society becomes more inclusive and accepting, individuals within the LGBTQIA+ community feel more comfortable and empowered to explore the world together. This growing demand for group travel reflects the desire for shared experiences while discovering diverse destinations,” she said.

Travelers who are part of the LGBTQIA+ community aren’t a monolith: They each have their own dream destinations to visit, travel

styles and bucket-list adventures. Queer travelers do have one thing in common, though: a unique set of needs that must be addressed to ensure they feel safe and welcome wherever they travel.

PRIORITIZING SAFETY

“LGBTQIA+ travelers are conscious that many places around the world aren’t safe for them,” said Vivian Perez, owner of Ladies Touch and member of International LGBTQ+ Travel Association (IGLTA). “With a group trip, people trust the destination and suppliers are safe and that leaders have vetted everything before putting the trip on the market.”

Not only do queer travelers who join LGBTQIA+ trips need to be able to trust that the destination is safe, but also that the suppliers and hosts have been trained on LGBTQIA+ inclusivity. “Joining a group

A Ladies Touch travel group gathers in Brazil.

tour run by an operator experienced with LGBTQIA+ clients can take the fear out of visiting destinations that might seem daunting if you’re a solo queer traveler,” said John Tanzella, president and CEO of IGLTA.

Travel companies that offer such group tours should have ongoing training programs for guides to ensure they’re well-versed in the community’s sensitivities, which will help create a safe group tour environment for LGBTQIA+ travelers.

“TRAVEL ADVISORS SHOULD IDENTIFY TOUR OPERATORS THAT HAVE EXPERIENCE WITH PROVIDING GREAT EXPERIENCES TO LGBTQIA+ GUESTS,” TANZELLA SAID. “TOUR LEADERS SHOULD:

• Create itineraries and tips that make LGBTQIA+ travelers feel included, safe, and informed;

• Encourage everyone to share pronouns at the beginning of the tour to avoid misgendering;

• Ensure there’s access to gender-neutral bathrooms throughout the tour;

• And work with guides and suppliers that include members of the LGBTQIA+ community or have been vetted in advance for their allyship.”

ENSURING REPRESENTATION

Though safety is a critical first step to planning a successful group trip, ensuring LGBTQIA+ representation throughout is

A wine tasting with EveryQueer.

crucial to ensure an authentic experience.

Tanzella has been impressed with the commitment to DEI shown by the Travel Corporation — an IGLTA global partner — because it hires LGBTQIA+ ambassadors for its Contiki brand to represent them. The social travel company appointed activist Aisha Shaibu-Lenoir as the 2023 LGBTQIA+ Ambassador to help it stay attuned to the needs and desires of LGBTQIA+ travelers. Shaibu-Lenoir provides valuable insights, collaborates with Contiki on product development and represents the interests of LGBTQIA+ travelers in trip activities.

“When big tour companies hire LGBTQIA+ ambassadors, it addresses the crucial need for representation and visibility within the travel industry,” said lesbian travel expert Christine Diaz. “By having diverse LGBTQIA+ ambassadors, these companies show they value all of the intersections of the LGBTQIA+ community. This representation fosters trust and relatability, allowing LGBTQIA+ travelers to see themselves reflected in the ambassadors and to feel confident that their needs, concerns and interests will be understood and respected.”

Her partner, Kristie Pike, added, “LGBTQIA+ group trips provide unique opportunities to explore new destinations while connecting with like-minded people who share similar identities and experiences. These trips are so special because they give us a sense of belonging, acceptance and are a celebration of diversity.”

Ideally, the tours would be led by com-

LGBTQIA+ GROUP TRAVEL RESOURCES FOR TRAVEL ADVISORS

Four ways to stay informed about the LGBTQIA+ community to ensure safe, personalized trips.

01 02 03 04

Book tours with companies that are a part of the vetted IGLTA member network. IGLTA.org has travel and safety guides and lists of upcoming LGBTQIA+ tours.

Attend the annual IGLTA Global Convention to network with hundreds of LGBTQIA+ tourism businesses. It’s the largest and longest-running LGBTQIA+ tourism conference.

Attend the annual PROUD Experiences conference exclusively for LGBTQIA+ travel to network with more than 100 travel suppliers (hotels, tour operators, tourism boards, etc.) from 40 countries, all of whom have set LGBTQIA+ policies and training and shown dedication to ensuring LGBTQIA+ travelers have a safe vacation.

Consult with queer travel influencers such as Freddy Rodriguez of Blue Perk and Courtney Vondran of Courtney the Explorer about what to look for when booking LGBTQIA+ clients on group tours. Jacobs recommends reading personal experiences shared by LGBTQIA+ travelers on Autostraddle and TAGG. “These sources provide insights into LGBTQIA+-friendly destinations, accommodations and activities,” she said.

munity members as well. Tanzella noted that engaging LGBTQIA+ guides is one way tour operators can create connections to the local community.

“If a queer group tour doesn’t have someone in the community leading, then it runs the risk of being inauthentic,” queer travel influencer Ravi Roth said. Pike agreed, noting that, “It’s important to have trusted community tour leaders on LGBTQIA+ group tours because it creates a foundation of trust and understanding from the start of the trip as the travelers will feel comfortable bringing any concerns to the group leader.”

DIVING DEEP: LGBTQIA+ GROUP TOURS

“Going on an LGBTQIA+ group trip is magical. Once you start to travel with other LGBTQIA+ folks, it’s hard to travel any other way. There’s something special about being able to travel with people who are like you,” Alysse Dalessandro said. She is planning an upcoming group trip to Cuba with ReRoot Travel which will include educational tours about LGBTQIA+ history and culture in Cuba led by local community members.

“As a host of LGBTQIA+ group tours, I work with tour operators that are safe, welcoming and affirming so LGBTQIA+ travelers have an immersive, culturally enriching experience in the safest way possible. I look for tour operators that serve as the connection point to the local LGBTQIA+ community,” Dalessandro said.

HERE ARE A FEW OTHER RESOURCES TO BE AWARE OF WHEN PLANNING YOUR NEXT GROUP TRIP:

• Out Adventures specializes in tours for the LGBTQIA+ community to destinations worldwide, including active adventures and cultural exploration. LGBTQIA+ guides lead the tours and personally understand the challenges faced by

Ladies Touch travels to the Acropolis.

EveryQueer organizes trips for family travel as well.

LGBTQIA+ travelers. The company collaborates with local LGBTQIA+-friendly businesses, accommodations and organizations. Employees go through training and practice policies to ensure LGBTQIA+ travelers feel welcome and safe. Out Adventures regularly fundraises for local causes; for every guest registered for a scheduled group tour, the company donates $50 to Rainbow Railroad to help resettle LGBTQIA+ refugees.

• Perez reviews Equaldex to vet countries for their safety and visits destinations with her partner to see what the experience is like before planning group tours. Tours planned consist of 15 to 100 women-loving-women travelers to Puerto Vallarta, Mexico; Manuel Antonio, Costa Rica; and Mykonos, Greece. “I’m queer and understand the needs of our travelers, which include different types of LGBTQIA+ women — butch, trans, femme, non-binary, etc.,” she said.

• HE Travel has been leading group trips for gay men for four decades. The immersive experiences celebrate local LGBTQIA+ cultures by supporting LGBTQIA+-owned or LGBTQIA+-friendly establishments to offer tour guests genuine cultural exchanges. HE Travel is mindful of local laws and cultural sensitivities to ensure participants are safe and comfortable.

• EveryQueer, founded by 2019 Contiki LGBTQIA+ global ambassador Meg Ten Eyck, offers LGBTQIA+ group trips immersed in local culture and hosted by LGBTQIA+ influencers — including an upcoming trip to Mexico. “Most group tours are targeted at an older demographic and aren’t focused on younger queer women,” said Ten Eyck. She explained that EveryQueer provides professional development training to ensure partners, including hotels and tour guides, are aware of best practices for LGBTQIA+ guests.

THERE ARE MANY NICHE LGBTQIA+ GROUP TOURS TO EXPLORE AS WELL, SUCH AS:

• Oscar Wilde Tours’ LGBTQIA+ history and art-themed tours

• For gay male travelers, Outstanding Travel organizes trips around the MENA region

• Detours focuses on laid-back, relaxing group tours

• Source Journeys offers luxury group tours

• Dive N Ride Adventures hosts scuba diving and motorcycle tours for the LGBTQIA+ community. Lisa Malachowsky, a lesbian and founder of Dive N Ride, leads every tour and only takes groups to destinations that she’s previously visited and felt safe.

LGBTQIA+ WALKING GROUP TOURS

If your LGBTQIA+ client isn’t joining a multi-day group tour, you can still find tours for them to join around the world.

• Globally, Viator offers hundreds of LGBTQIA+ history and sightseeing tours, including in Belfast, Melbourne and Berlin.

• In Israel, Rainbow Tour operates queer-friendly tours around Tel Aviv.

• In Pennsylvania, Beyond the Bell Tours’ Philly Gayborhood and LGBTQ History Walking Tour visits the gayborhood and the nation’s self-proclaimed longest continuously operating LGBTQIA+-focused bookstore, Giovanni’s Room.

• ExperienceFirst specializes in walking tours around the world with guides who are experts in the tour subject matter. Its Ul-

LGBTQIA+ GROUP TOUR OPERATORS WHO WORK WITH TRAVEL ADVISORS

Your go-to operators for group trip planning.

Contiki works with travel agents through the TTC Travel Agent Portal.

01 02 03 04 05 06

High End Journeys in Egypt was recommended by Perez, as they made her guests feel safe in what she says would normally be a taboo country for queer women to visit.

Gaya Bali Travel, an LGBTQIA+-owned tour company, was also recommended by Perez.

Pride Tours Chile “They’re super knowledgeable about the queer community,” said Roth.

“Safety is their number one priority, and they know how to have fun.”

Argentina-based, queer-owned Lunfarda Travel, recommended by Ten Eyck.

Zoom Vacations

“The operator has gained recognition within the LGBTQIA+ travel community for expertise, focus on inclusivity, positive customer feedback and commitment to providing safe and enjoyable experiences for LGBTQIA+ travelers,” Jacobs said.

An Out Adventures Kilimanjaro climbing journey.

timate LGBTQ Castro District Walking Tour in San Francisco pays tribute at the Pink Triangle Memorial to the LGBTQIA+ lives lost during fascist Europe; highlights the instrumental role Twin Peaks Tavern played in cementing the Castro as an LGBTQIA+ district; and includes a visit to Harvey Milk’s old camera shop and campaign headquarters.

LGBTQIA+ CRUISES

If your clients are looking to hit the waves, here are a few resources to be aware of, too.

• Olivia Travel offers lesbian cruises that foster an inclusive environment for women-loving women. Cruises feature activities, wellness offerings, entertainment, speaker series, parties and workshops tailored to the interests of diverse passengers.

• Atlantis Events hosts all-gay and all-lesbian charters with LGBTQIA+-focused entertainment, activities and parties on luxury cruise lines, such as on a cruise from Athens to Venice.

• The luxurious Uniworld Boutique River Cruises, an IGLTA member, has tapped LGBTQIA+ tourism leaders, such as gay and lesbian travel veterans Gregg Kaminsky and Kelli Carpenter, to ensure queer guests feel welcome and safe onboard its ships. The brand has been partnering with LGBTQIA+ industry leaders for five years and hosts annual LGBTQIA+

sailings in Europe on the Out! On the Rivers limited-edition sailings. Special programming includes LGBTQIA+ performers, dance parties and themed events. Uniworld’s staff receives sensitivity training to ensure personalized service is delivered to the community.

• GaySail and OUTbound also specialize in LGBTQIA+ cruises.

• VACAYA is a large-scale, LGBTQIA+ group travel operator offering cruises. “It’s incredible to see queer folks take over a 3,000-passenger cruise ship for a week,” Dalessandro said. “VACAYA brings in LGBTQIA+ team members, queer entertainers and community-centered programming, such as a one-woman show in the theater.” Roth also loves VACAYA, noting that they’ve experienced how the company understands the needs and wants of queer travelers. “It has the party element, the tourist element. VACAYA celebrates women, kinks within the Queer community and sober events,” he said.

Whether your LGBTQIA+ clients are looking to join a group trip for a day tour, a leisurely vacation or an educational adventure, many options offer queer travelers safe and immersive experiences around the globe. As the market expands and more companies launch LGBTQIA+ group tours, the world continues to open for queer folks who want to explore the planet in groups with like-minded passengers.

Above and right: EveryQueer organizes trips to Argentina and Egypt.

ARE YOU A PUERTO RICO TRAVEL EXPERT?

The Puerto Rico Travel Expert program teaches you why Puerto Rico is the vacation destination your clients have been dreaming about, and why your clients must visit Puerto Rico to truly appreciate the unique culture, history, and myriad attractions of this diverse destination.

There are two courses: General and Master course. Upon completion of both courses, you are eligible to earn up to four (4) Continuing Education units from The Travel Institute and join the Discover Puerto Rico Reward program. This new program gives you access to our points-based travel agent loyalty program as your bookings equal points that can be redeemed as cash, perks, and FAM trip opportunities!

More information at www.DiscoverPuertoRicoAgents.com/Rewards .

FALL FOLIAGE AND GHOULISH GETAWAYS

CHECK OUT THESE HAUNTINGLY BEAUTIFUL ESCAPES FOR AN AUTUMNAL ADVENTURE.

WORDS / JENNA BUEGE

With crisp, cool days and cozy nights, the first signs of autumn can be a welcome retreat from the dog days of summer. It’s a time of year for comfy sweaters and hardy meals accompanied by the soundtrack of crunchy leaves and the scent of pumpkin spice everything. For some, the change of season inspires a yearning for chills and thrills, while others lean into the warmth and contentment of tradition. Whichever calls to you, there’s no denying there’s something enchanting about fall.

And with its brilliant colors and the heightened sense of playfulness and curiosity that it inspires, fall is a great time for travel. Whether vacationers are hoping to admire the best foliage the U.S. has to offer or are in search of a real-life scare, these seven destinations are filled to the brim with tricks and treats to uncover.

Fall colors

Rocky Mountain National Park.

ESTES PARK, CO

Often referred to as “the gateway to the Rockies,” Estes Park is a cozy mountain town surrounded by snowcapped summits, towering treetops and sparkling shorelines. The town’s close proximity to Rocky Mountain National Park makes it a favorite among travelers, especially in the fall when those same tree lines impress in dazzling shades of amber, orange and red.

While Estes Park’s incredible location ensures there isn’t a bad view in town, to see the fall colors up close, travelers might consider a scenic drive on Trail Ridge Road, the highest continuous paved highway in the country.

Of course, the region’s natural assets aren’t the only thing attracting droves of visitors each year. Estes Park is also home to one of the nation’s most famous haunts: The Stanley Hotel. Commonly known as the inspiration for Stephen King’s “The Shining,” the beloved author was moved to pen the sordid tale after waking from a nightmare during a 1974 stay on the property. And perhaps King was on to something as the popular resort is well known for reports of paranormal activity, including disembodied voices, ghostly apparitions and playful poltergeist-like antics.

The Stanley Hotel in Estes Park, CO.

Rocky Mountain National Park.

BARABOO, WI

As the former home of the famous Ringling Brothers, Baraboo, WI has a unique connection to the big top. In fact, The Greatest Show on Earth’s influence can be felt so strongly that the tiny town has been dubbed “Circus City,” and Baraboo continues to celebrate its quirky history today. However, with its ties to Al Capone, cryptid creatures and active hauntings, it’s fair to say an alarming abundance of clowns isn’t the only odd thing this region has going for it. Purveyors of the strange can investigate hairraising tales for themselves when they visit famously spooky spots like the Old Baraboo

Inn, the aptly named Devil’s Lake State Park and AL. Ringling Mansion.

Speaking of Devil’s Lake, travelers can spot something much less elusive than Thunderbirds and lake monsters within the park’s rolling hills each fall: a kaleidoscope of colors in the form of shade-shifting treetops and giant stone boulders. For some of the best views, parkgoers can conquer the East Bluff Trail, a three-mile stretch leading to incredible natural formations like Devil’s Doorway and Balanced Rock. Plus, at 500 ft, the trail’s highest points offer amazing views of the landscape below.

Fall foliage at Devil’s Lake State Park.

The AL. Ringling Theater in downtown Baraboo.

FORKS, WA

Internationally known as the setting of Stephenie Meyer’s “Twilight” saga, Forks, WA is indeed a real place. And while we can’t promise travelers a budding romance with any local vampires or werewolves, the tiny town on the Olympic Peninsula acts as a fabulous jumping-off point for foliage chasers looking to explore the Hoh Rain Forest. Just over 40 minutes east of Forks, the Hoh Rain Forest has an almost magical quality to it with its moss-covered tree trunks and serene atmosphere. It’s the perfect backdrop for a fantasy novel, and the

feeling is amplified the moment a blanket of crisp leaves begins to coat the forest floor.

Back in town, travelers can bring their “Twilight” reveries to life when they visit the bounty of filming locations and attractions inspired by the series. Notable stops not to be missed include the beaches of La Push, the Treaty Line sign, Dr. Cullen’s Parking Spot at Forks Community Hospital, the Swan Residence, Jacob Black’s House, Bella’s Truck at the Forks Chamber of Commerce and more. Hardcore fans can even order the same mushroom ravioli as Bella did at Bella Italia.

Moss-covered trees in the Hoh Rain Forest.

A sign welcoming Twilight fans to Forks, WA.

Winged humanoids, the Men in Black, a disastrous bridge collapse … what do these things have in common? They’re all components of the bizarre Mothman sightings that captivated the residents of Point Pleasant, WV in the 1960s. One of America’s most beloved cryptids, Point Pleasant is proud to call this mysterious winged beast theirs, so much so the town established an annual Mothman Festival to celebrate the ominous, red-eyed creature each September. At the event, festgoers can enjoy a roster of exciting activities alongside live bands, homemade costumes and more.

Travelers can even take part in a TNT bus tour, where they’ll visit the very site where the Mothman made its first appearance many years ago.

Leaning into the fall spirit, the leaves in West Virginia begin to change from late September to October. Visitors to the area can hop in a car and head west to Monongahela National Forest. Here they’ll discover some of the state’s most awe-inspiring displays of fall foliage in places like Dolly Sods Wilderness, Seneca Rocks, Blackwater Falls State Park and Spruce Knob.

Top: Incredible fall colors at Dolly Sods Wilderness; left: The Mothman statue in Point Pleasant, WV.

MOUNT SHASTA, CA

As the fifth-highest mountain peak in the state of California, Mount Shasta is a haven for outdoor adventurers. From hiking and boating in the summer to skiing and snowboarding in the winter, the impressive formation and the city that shares its name is an ideal getaway year-round. Come fall, Mount Shasta is painted in vibrant pops of color as the region’s oak, aspen, dogwood and bigleaf maple trees begin to shift, complementing the mountain’s snowcapped summit in shades of burgundy, yellow and orange. Trails like Castle Lake Shore, McCloud River Falls and Box Canyon are

cited as some of the best for leaf-peeping. But changing leaves aren’t the only things travelers will want to keep on their radar; Mount Shasta is a hotbed of otherworldly occurrences of all sorts. Bigfoot, UFOs, lizard people and more, reports of the strange and unusual are commonplace at this behemoth geologic feature. Interestingly, the lore surrounding this mysterious mountain is nothing new. Local indigenous tribes believed Mount Shasta to be a sacred place, and the Modoc tribe even had a name for a bigfootlike creature of its own, matah kagmi, which translates to “keepers of the woods.”

Mount Shasta topped by a UFO-like Lenticular cloud.

Fall colors near Mount Shasta.

BANGOR, MAINE

Any Stephen King fan will instantly recognize Derry, the fictional town where many of the author’s twisted tales unfold. But readers might not realize Derry is based on a real place: Bangor, Maine, a town in The Maine Highlands region that King calls home. Despite having just over 31,000 residents, Bangor is the third-largest city in the state boasting a bevy of recreational activities and a charming downtown — complete with a Paul Bunyan statue. However, reminders of King’s hair-raising stories are ever-present, and travelers can

visit many of the real-life spots reimagined to fit the horror genre such as The Barrens, Thomas Hill Standpipe, Mount Hope Cemetery and the Pet Sematary House. Often considered one of the best U.S. states for fall foliage, those visiting Maine between late September and late October won’t want to miss their opportunity to witness some of the prettiest colors in the nation. And for those adding a visit to Bangor to the agenda, Acadia National Park is one of the closest places to enjoy the autumnal season at just over an hour southeast of the town.

An aerial view of Acadia National Park.

Stephen King’s house in Bangor, ME.

BONUS HAUNT: JEROME, AZ

Alas, while fall colors are something to be admired, it’s hard to let go of the balmy days of summer. Travelers can savor a last taste of toasty temps and unlimited sunshine — with a dash of festive spookiness — when they visit Jerome, AZ. Once a booming copper-mining town, tragic fires, landslides, failed crops and an inadequate water supply rendered Jerome a ghost town in 1953, causing the region’s population to plummet to under 100 residents. However, despite its inhospitable

nature, something about Jerome’s secluded location, sweeping mountainside views and haunting history continues to call to people. Today, the town’s siren song attracts artists, craftspeople and hermits from around the world, 450 of which call it home.

Among those itching to explore Jerome’s winding streets and charming storefronts are paranormal enthusiasts, many of whom flock to the sleepy desert city thanks to its reputation as one of the most haunted

spots in the state. And with a history of death, murder and corruption, it’s not hard to see why. In fact, the area’s penchant for gambling and prostitution earned it the nickname the “Wickedest Town in America” back in its heyday. For a chance to experience some ghoulish activity for themselves, visitors won’t want to miss paranormal hotspots like The Connor Hotel, Sliding Jail, The Haunted Hamburger and most famously, the Jerome Grand Hotel.

Top: Street view of Jerome, AZ; right: The haunted Jerome Grand Hotel.

WHAT’S TRENDING IN MULTIGENERATIONAL

FAMILY TRAVEL?

Discover what families are up to when it comes to their vacations and tips for booking multigenerational groups.

WORDS / CODIE LIERMANN

Parents, grandparents, children — they’re all invited when it comes to a multigenerational family vacation. While booking this type of trip is similar to planning standard family vacations in many ways, it can also feel like an entirely different ballgame when it comes to adding extra family members.

Will all the kids be staying in their parents’ room? Is the property accessible for Grandma’s wheelchair? Does the destination have enough activities to keep all ages happy? Can everyone fit in one airport transfer? Is one family member paying for everyone?

Navigating a multigenerational family trip can be tricky with all the different pieces to take care of, but it’s also so rewarding to have a hand in making these vacation dreams come true for everyone involved.

If you’re eager to learn more about what’s trending in multigenerational family travel right now, read on to see where families are going and what they’re interested in — in addition to some useful tips from the pros.

FAMILY TRAVEL TRENDS

It appears the meaning of the term “family” is evolving, and all are welcome these days. Travelers are inviting anyone and everyone close to them along for the ride.

“Clients are being more inclusive about what ‘family’ means to them,” said Jessica Riediger, travel advisor at Vincent Vacations. “They’re inviting in-laws, childhood friends and more for big trips that they can all enjoy and spend time together. These are people that they spend time with at the holidays, raise their children together, grew up with one another or are close enough friends that they’re considered family.”

In addition to expanding the members of the group, Kathy Barkauskas, concierge vacation planner at Teddy Bear Travel, is seeing families checking off their bucket list trips.

“We are seeing the ‘once in a lifetime’ types of trips that many people are taking rolling over into multigenerational travel as well,” she said. “So trips to Alaska, Europe or Australia, places that many consider adventurous or exotic, are at the top of people’s list in addition to the more traditional group cruises or theme park vacations.”

Top: Family friends enjoy a meal on vacation; right: The sun sets at Wrangell-St Elias National Park, Alaska.

DESTINATIONS IN DEMAND

The bucket list trip mentality certainly still seems to be spanning all types of travelers, as if they haven’t quite shaken that feeling the pandemic gave them of being trapped inside their own homes.

In a survey on VAX VacationAccess earlier this year, travel advisors listed several trending family destinations that would fall under the “bucket list” category. Some of the emerging European countries mentioned were Greece, Italy and Iceland. The West African country of Ghana also proved popular, along with Belize and Dubai.

In addition to seeing all-inclusive resorts in popular vacation areas along with Disney being booked among her multigenerational families. Riediger’s clients are also interested in destinations they haven’t been to before.

“This year I’m seeing families enjoying adventurous destinations together — Alaska cruises and cruise tours are very popular with my multigenerational families this year. It’s a bucket list destination for everyone with plenty of activities for all age groups and interests,” Riediger said.

However, Barkauskas points out that in addition to bucket list trips, the go-to vacation spots remain in demand.

“Traditional destinations are still very popular. We are still seeing a lot of all-inclusive resorts, cruises and theme park destinations. We have seen the scope expand though to include places like Europe, specifically a lot of London and Paris for the family groups,” Barkauskas said.

A waterfront view from Santorini, Greece.

A cozy Paris cityscape.

A family gathering on the beach

EMERGING DESTINATIONS FOR FAMILIES

ITALY BELIZE

TIPS FOR SUCCESS

So, what should you keep in mind when booking multigenerational travel? The general consensus and top tip seem to be choosing a point person, someone who is easy to get ahold of and who is going to be responsible for sharing updates with the whole group and finalizing details.

“Find out who the group decision maker is,” Riediger said. “It’s so easy to get lost in the weeds with many different opinions and voices. Narrow communication to one or two people and help them craft an itinerary or options that they then present to the group.”

Not only can this person help keep the planning on track, but they are usually the person either paying for the vacation or keeping everyone else on track with payments.

In addition to having a group leader, Barkauskas suggests having a group meeting at the start, so everyone is on the same page. She also points out that not all family dynamics are a walk in the park, and while you may be hearing about some of the inside drama, “it’s your job to stay neutral.”

Barkauskas aims to book vacations that can bring everyone together but also satisfy the various group members’ needs. All-inclusive resorts and cruises allow multiple family members to do things together but also separately, and guided tours offer a sense of organization without too much work from the travelers.

“I like to suggest travel styles that make it easy to keep everyone together and connected,” Barkauskas said. “After all, the whole point of a family vacation is taking the time to connect with your family in a way that you can’t do at home.”

RESORTS in MEXICO for GroupEverySize

Hard Rock Los Cabos All Inclusive Resort has a number of luxury amenities for groups.

FROM INTIMATE LUXURY ROOMS TO LARGE GROUP TRIPS, HERE ARE THE BEST RESORTS TO KNOW WHEN BOOKING YOUR NEXT GROUP VACATION IN MEXICO.

WORDS / JENNY HART

With year-round warm weather, delicious food and direct flights from cities throughout the United States, Mexico is a destination that appeals to every type of traveler. These qualities make it a perfect location to recommend to clients who are looking to book group travel, whether for a large-scale conference, destination wedding, corporate retreat or family reunion.

Depending on the size of your group and its desired activities, a gorgeous oceanfront resort with on-site amenities may be the best fit. Or perhaps they’d be more comfortable at a trendy boutique hotel in a city, walking distance from shops, parks and restaurants. The options are endless. To help narrow it down, we’ve curated a list of properties in Mexico for every group size.

SMALL GROUPS

Modest-sized groups have the freedom to move around, so why not base them somewhere primed for easy exploration? While these beautiful hotels have plenty to offer groups on-site, we love them for their remarkable locations: They occupy the absolute best swaths of land in town.

Waldorf Astoria

Los Cabos Pedregal

CABO SAN LUCAS, BAJA CALIFORNIA SUR 115 GUEST ROOMS

Located steps from downtown in an intimate part of Cabo San Lucas — and regularly voted one of the best resorts in all of Mexico — Pedregal is a go-to for A-list destination events. Depending on how close the group is, you can book individual rooms (each one has a view of the Pacific and a private plunge pool) or multi-bedroom casitas, villas or homes. Smaller groups can enjoy experiences like an evening flight tasting at the Champagne Terrace or Panga reef cruises and surfing lessons. For those who really want to provide a wow factor, the resort can even arrange a fireworks show to accompany live entertainment.

“I loved my time at the Waldorf Astoria Los Cabos Pedregal and never wanted to leave,” said Latifah Al-Hazza, a travel curator with Origin. “My room was a dream in terms of space and views and the service was some of the most hospitable I’ve experienced. I snorkeled a few feet away from whales and had a nine-course taco tasting — a memorable experience, by far!”

Brick Hotel

MEXICO CITY | 17 GUEST ROOMS

Mexico City may be North America’s most buzzed-about destination; it’s certainly one where boutique hotels rule. Have your food and culture-loving clients post up at The Brick Hotel, located in the city’s trendiest and arguably most beautiful neighborhood: Roma Norte. Close to everything — famed Restaurante Rosetta, for example, is half a block away — The Brick is the perfect homebase for small groups to discover Mexico City on an intimate level. Advise them to reconvene at Terraza 95, the breezy rooftop terrace, and enjoy a scrumptious brunch at Restaurante Cerrajería.

Guaycura Boutique Hotel Beach Club and Spa

TODOS SANTOS, BAJA CALIFORNIA SUR | 13 GUEST ROOMS

Send creative parties to Todos Santos, a chic artist community and designated pueblo mágico (“magical town”) less than an hour north of Cabo. Staying at Guaycura gives you the best of both worlds: The hotel itself is located in the town’s historic center surrounded by the area’s best boutiques and galleries, while the nearby beach club sits on a secluded desert beach where guests can watch whales breach from their lounge chairs. Meetings can be held on Guaycura’s rooftop terrace, and the group can reserve El Mirador Oceanview Restaurant for a breathtaking sunset event.

MEDIUM GROUPS

For medium-sized groups, striking a balance between on-site activities and the ability for build-your-own adventure is key. These three resorts knock it out of the park.

Kempinski Hotel Cancún

CANCÚN, QUINTANA ROO

363 GUEST ROOMS

Cancún is unanimously considered to have the best beaches in Mexico, and this location, in the heart of the Hotel Zone, is the crown jewel. The best restaurants in town are on-site, two of which are AAA Five Diamond. Its location in the Hotel Zone is also right next to some of the best independent restaurants in Cancún, which guests can walk to right across the street. Groups can book a cooking class with award-winning chefs in a bright and spacious kitchen. Hydrotherapy sessions at the spa, private group yoga classes and tequila and mezcal tastings can also be arranged.

TRS Yucatan Hotel

RIVIERA MAYA, QUINTANA ROO | 454 GUEST ROOMS

Surrounded by jungle, guests of the TRS Yucatan may be tempted to venture away from the property grounds, but there’s no need. While this luxury space is adultsonly, it’s one of four resorts on Palladium’s otherwise family-friendly complex, each with a variety of restaurants, pools and activities for guests to move between. If certain members of your group want to bring their kids, they can easily stay at one of the sister resorts and still spend time with the rest of the group, though staying at TRS offers an elevated and more sophisticated experience. Booking tables for your group at Chic Cabaret, the resort’s dinner theater performance, is a must: It’s some of the best entertainment in all of Mexico.

Hilton Vallarta Riviera All Inclusive Resort

PUERTO VALLARTA, JALISCO | 444 GUEST ROOMS

Thanks to a 16,000-square-foot, on-site convention center and a location along one of the most beautiful beaches in town, the Hilton Vallarta Riviera tops the charts for group events in Puerto Vallarta. Perfect for LGBTQIA+ travelers, the property is incredibly inclusive as well making it a great choice during Pride and beyond. Located just outside of downtown, the malecón (boardwalk) and nightlife are a short and inexpensive cab ride away — but the surrounding privacy lends to an air of exclusivity.

“I love that the Hilton Vallarta Riviera treats their guests well no matter who the person is,” said Vivian Perez of Ladies Touch Events & Travel, who recently booked 55 rooms for 85 guests. “Every room was clean with beautiful ocean views that our clients raved about all week. We’re already planning a repeat stay for next year.”

LARGE GROUPS

Forget just hosting; finding a venue that’ll keep every member of a large group entertained can be a challenge — not at these properties, though! Spacious, beautiful and with a laundry list of unique activities for every type of traveler, your group will never want to leave.

Hotel Xcaret Arte

Hotel Xcaret Arte’s sprawling campus is every bit as exciting as it is beautiful; your entire group could stay for two weeks and not run out of things to do. A lovely beach, stunning pools and swimmable waterways cover the resort. There also are a variety of artist workshops that offer interactive demonstrations and classes. Unlimited access to Xcaret’s many natural adventure parks — Xcaret is lovingly called the Disney of Mexico — and excursions is included in every stay: visit local cenotes, sail on a catamaran and more.

“Everything about Xcaret is done in such congruence with the locals,” Gabby Beckford of Packs Light said. “It’s reflected throughout the property, the excursions and the quality and happiness of the staff, which feels really special as a tourist.”

RIVIERA MAYA, QUINTANA ROO | 900 GUEST ROOMS

Hard Rock Los Cabos All Inclusive Resort

LOS CABOS, BAJA CALIFORNIA SUR | 639 GUEST ROOMS

While some themed resorts may seem kitschy, Hard Rock is simply cool. Musical elements are woven into on-site activities in a really creative way, such as a pool that plays music underwater — known as the Red Pool — and a spa that incorporates tonal vibrations into your massage. Guests can also jam out and record tracks in a professional recording studio free of charge. Hard Rock will give groups a complimentary room night for every 10 rooms nights paid, as well as room upgrades and a private cocktail reception or dinner.

Grand Fiesta Americana Coral Beach

Cancún All Inclusive Spa Resort

Located across the street from Cancún’s gigantic convention center, Coral Beach provides business travelers with a level of comfort and luxury they may not find at the area’s alternate lodging. Excellent dining — including a AAA Five Diamond restaurant and three more that just opened — and the awe-inspiring 40,000-squarefoot Gem Spa will surpass all of your group’s expectations. Fun perks like complimentary ferry tickets to Isla Mujeres and a guided tour of the Mayan Museum also are available to guests.

A UNIQUE BUYOUT OPTION

Make your clients’ group trip a once-in-a-lifetime experience by buying out a special property in a unique destination. There’s nothing like it.

Margaritaville St. Somewhere Punta Coco

HOLBOX ISLAND BY KARISMA - HOLBOX, QUINTANA ROO | 39 GUEST ROOMS

A tiny island, Isla Holbox, sits two hours north of Cancún and boasts some of the clearest ocean waters you’ve ever seen. Still relatively undeveloped and unknown, Holbox is what Tulum was before it was popular. St. Somewhere is one of only two boutique resort properties on the island and, aside from its proximity to incredible natural beauty, includes an impressive list of activities for buyout guests: sunrise and sunset yoga classes, traditional Mayan cooking classes, live entertainment and tequila and mezcal tastings. Though guests

typically need to take a ferry from the mainland to the island and head to their accommodations from there, St. Somewhere offers groups private boat transfers directly to the property.

“St. Somewhere works flawlessly as if it was a small, boutique hotel, while being under the branch of a larger group,” said Angelika Pokovba, an advisor with Fora Travel. “I’ve stayed in quite a few places on Holbox and St. Somewhere is my favorite, thanks to a well-functioning team and truly lush design.”

From Travel Expert To Professional Ambassador

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Become an Ambassador and you’ll have more selling tools and benefits at your fingertips, including:

• Annual Membership to Travel + Leisure GO

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• Access to Expertly Curated Itineraries

For more information, feel free to contact us at GOExperts@travelandleisure.com.

Join us at the New York International Travel Show from Oct. 26-28 to learn more about how you can become an Ambassador with the leading name in travel. Scan the QR code to register today.

Ride the Rails: GET

TO KNOW US TRAIN

DISCOVER WHY SLOW TRAVEL IS AN IDEAL WAY TO TOUR THE USA.

WORDS / JENNA BUEGE

TRAVEL

Alaska Railroad Coastal Classic Train travels from Anchorage to Seward.

For millennia, rail has shuttled riders across this vast nation. From glitzy city hubs and oceanside views to rolling hills and snowcapped mountaintops, the versatile nature of train travel knows no parallel. Sometimes fast and convenient, sometimes slow and scenic, travelers choose their own adventure as they kick back, relax and enjoy the ride.

And, with so many great train companies based in the U.S., embracing this unique form of travel is easier than ever. Want to learn more? We interviewed three amazing brands to help advisors get familiar with train travel opportunities in their own “backyard.”

ALASKA RAILROAD

Spanning from Seward in the Southcentral region to Fairbanks in the Interior, the Alaska Railroad stretches an impressive 470 miles. And as travelers traverse the state’s varied landscapes with its mountainous terrain and daring gorges to the North and backcountry wilderness and icy wonders to the South, they might find they disembark changed by the wonder of this special place.

“I think people forget how big Alaska is,” said Meghan Clemens, manager of marketing and communications for the Alaska Railroad. “Both Seward and Fairbanks are well worth visiting on an Alaska trip, but they’re almost 500 miles apart.”

WHAT SETS THE ALASKA RAILROAD APART?

While the state’s amazing scenery is a selling

point in and of itself, the Alaska Railroad is also known for its swanky bells and whistles in the form of glass-dome railcars, onboard dining, bar service and guided commentary. And according to Clemens, the fun doesn’t stop there: “We partner with local hotels and tour operators in every destination we serve to offer our passengers the ability to create custom rail travel packages.”

WHAT ADVISORS NEED TO KNOW

The Alaska Railroad offers travel pros incredible perks throughout the year. To start earning commission and complimentary or discounted travel, advisors can visit the “Travel Trade” section of the railroad’s website where they can register to become an Alaska Railroad Travel Expert. As for FAMs,

Clemens shared Alaska Railroad offers railonly FAM opportunities — depending on availability — to advisors who have never been aboard.

FEATURED ROUTE

“I love the Glacier Discovery Train for the unique access it provides to the Spencer Glacier Whistle Stop, a remote part of the Chugach National Forest that is only accessible via the Alaska Railroad,” said Clemens. “From the Whistle Stop, it’s an easy mile walk on a trail maintained by the Forest Service out to the edge of Spencer Lake where you’re rewarded with views of Spencer Glacier cascading down between the mountains … And from this remote wilderness, it’s still possible to be back in Anchorage in time for dinner.”

Top: An Alaska Railroad train chugging through the countryside; inset: The panoramic views aboard the Alaska Railroad.

BRIGHTLINE

Established in 2018, Brightline, Florida’s high-speed passenger train, helps visitors and locals explore The Sunshine State in comfort and style. With so many ways to travel, we asked Gabriel Martinez, vice president of distribution and channel sales at Brightline, why vacationers should tour Florida by rail, and he said it comes down to four things: 1) The railway’s hospitality-first experience, 2) Ease of connectivity between popular destinations, 3) Sustainability and 4) The increased ability for travelers to extend their visit and explore multiple points of interest.

WHAT SETS BRIGHTLINE APART?

With charging ports at every seat, free Wi-Fi for everyone and food and beverage stations on deck, Brightline was designed to cater

to the modern traveler. Martinez noted the trains are highly customized, and the company hopes to set a new standard for how people travel between major city pairs in the States. “We set out with a vision to offer a hotel-quality customer experience that makes train travel a real alternative to driving on congested highways in the U.S. and connecting the traveler to the destination in a way unlike ever before in Florida,” said Martinez.

WHAT ADVISORS NEED TO KNOW

Earlier this year, Brightline established its relationship with the advisor community with the launch of commissionable fares. “We encourage advisors to start working with our products immediately, get familiar

with the booking process and the service,” said Martinez. “We are certain once the route to Orlando opens up, advisors are going to get flooded with opportunities to book it.” So, how can travel pros get started? Martinez said Brightline offers FAMs and remote training opportunities to advisors looking to “come aboard.”

FEATURED ROUTE

“I am very much looking forward to the Orlando route, but I love crossing the New River,” said Martinez. “(I’m) not sure what it is, but seeing the yellow Water Taxis, looking towards the Stranahan House, the Riverside Hotel and Las Olas. It is such a beautiful part of South Florida. It’s iconic, unique and inviting. I love it.”

An exterior shot of one of Brightline’s trains; inset: A family rides the train to Orlando.

Exterior of Rocky Mountaineer train near Ruby Canyon along the Rockies to the Red Rocks route; inset: Pacific Prawns and Beef Short Ribs.

ROCKY MOUNTAINEER

Featuring routes in the U.S. and Canada, an adventure aboard Rocky Mountaineer, with its glass-dome coaches, outdoor viewing areas, comfortable seating and attentive service, reminds travelers that the journey is as important as the destination. “Train travel has long been seen as a romantic mode of travel where guests can embrace the journey and create meaningful moments,” said Violet Thumlert, vice president of global sales for Rocky Mountaineer. “Rocky Mountaineer, in particular, travels to places best viewed by train: beside rushing rivers, through river canyons and along lakesides.”

WHAT SETS ROCKY MOUNTAINEER APART?

“Our onboard experience is warm, inviting, comfortable and refined,” said Thumlert. And a huge part of what makes the railroad so special is its Hosts. “They narrate the journey with details about the history, people and communities that shape the regions we travel through,” said Thumlert. The railway is also known for its food. “Meals are prepared using locally sourced products, and the menus are inspired by regional flavors,” said Thumlert. “This unique combination of incredible scenery, engaging storytelling, delicious cuisine and top-notch service

is something Rocky Mountaineer has perfected over the past 33 years.”

WHAT ADVISORS NEED TO KNOW

“Travel advisors are valued partners who bring guests to Rocky Mountaineer, and we have an incredible team that works with them,” said Thumlert. Want to learn more? Advisors can complete TRACKS, the company’s online training program, to become a Rocky Mountaineer Specialist in exchange for exclusive perks. Travel pros can also take advantage of Rocky Mountaineer’s “learning journeys,” tailored packages designed for select advisors who sell the railroad’s products.

FEATURED ROUTE

“Each route has unique characteristics and spectacular scenery best enjoyed from the comfort of our train,” said Thumlert. “I’m drawn to First Passage to the West, which operates between Vancouver and Banff, as it runs through my favorite mountain ranges, along the historic Canadian Pacific rail line and through the incredible spiral tunnels. Seeing the scenery and the mountains through Rocky Mountaineer’s glass-dome windows is awe-inspiring. I have driven through those mountain ranges over the past 13 years, but Rocky Mountaineer is a completely different, luxurious experience.”

EXPERT ADVICE FOR GETTING STARTED WITH RAIL

Does all this info have your wheels turning? We talked with Rachel Hardy, vice president of sales and marketing for The Society of International Railway Travelers, about what it’s like to specialize in rail and the steps advisors can take to get started. “I love slow travel of all kinds, and train travel falls into that category perfectly,” said Hardy. “Having such a specific niche allows me and our staff to know the product inside and out ... Having a very specific niche gives you authority and confidence.”

When asked if she encounters any hurdles as an advisor who specializes in rail, Hardy said the obstacles she faces will be familiar to any advisor. “Suppliers get things wrong. Rail schedules change at the last

minute. Travelers have their flights delayed or canceled,” said Hardy. “We overcome these and other obstacles by preparing our travelers as best as we can to expect the unexpected — and to avoid Heathrow and Amsterdam if at all possible!”

In addition to being ready for anything, Hardy noted being familiar with your suppliers is essential. “We have also created strict boundaries for ourselves in terms of what we will sell,” she said. “If we are not comfortable with a product, we will not sell it — period. Many problems can be diminished by working with only your most trusted supplier partners.”

So, how can advisors start booking more train travel domestically and across the

pond? While Hardy acknowledges luxury rail isn’t the easiest world to break into, there are resources that can help. “Unless you really want to specialize in trains, you are far better off involving a rail-specific agency like The Society of International Railway Travelers to help you book your clients’ travel,” she said. We will save you time and money in the long run.”

That being said, advisors shouldn’t be discouraged from going for it if they are passionate about the product. “If you do think you want to take the plunge, get yourself on a train familiarization trip,” said Hardy. “Nothing will help answer your clients’ questions better than firsthand experience.”

Rachel (right) poses with a friend in front of the Venice Simplon-Orient-Express.

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THE BEST PRACTICES TO KEEP YOUR TRAVEL BUSINESS SAFE

FROM INCORRECT EMPLOYEE CLASSIFICATION TO WEAKNESSES IN KEY LEGAL DOCUMENTS, SIGNIFICANT RISK CAN BE A NORM FOR TRAVEL PROS, AND THAT’S WHY DOING YOUR HOMEWORK MATTERS.

WORDS / ROSSILYNNE SKENA CULGAN

During the hustle and bustle of booking airfare, scouting fun excursions and coordinating complex itineraries for clients, best legal practices may be far from a travel advisor’s mind. But it’s important to operate with a strong legal foundation, even though working with contracts isn’t the most glamorous part of the job.

Two experts in travel law shared legal tips, opinions on general best practices, documentation guidelines and more to make sure you’re operating with the law on your side. Here’s their playbook.

Recognize the Risks

First, know what you’re getting into.

“Selling travel is a high-risk business to be in,” said Thomas R. Carpenter, attorney at Carpenter Law and travel advisor at Huckleberry Travel. He represents about 1,200 small travel agencies and tour operators. While there’s a low barrier to entry in the travel advising business, he said, that doesn’t mean advisors can skip the basic steps.

“It’s unrealistic for people to think that they can start any business, let alone a business in a high-risk industry, without having the necessary documents and policies in place,” he said.

Travel advisors occupy a middleman position: They have loyalties both to their clients as well as resorts, airlines, tour operators and more.

“A lot of times people don’t realize, when they’re getting into the industry, what those risks are,” he said. “They don’t understand all the different things that come into play when you’re the booking agent.”

From fielding client complaints to misrepresenting information or misclassifying an employee, there are plenty of potential pitfalls to avoid.

While it’s impossible to eliminate risk,

“It’s unrealistic for people to think that they can start any business, let alone a business in a high-risk industry, without having the necessary documents and policies in place.”

-

THOMAS R. CARPENTER, ATTORNEY AT CARPENTER LAW AND TRAVEL ADVISOR AT HUCKLEBERRY TRAVEL

travel advisors ought to try to minimize risk. The best way to do that is to work with an attorney who specializes in travel advising, said Jeffrey Ment, managing partner at Ment Law Group, which runs one of the country’s largest travel law agencies.

“When you hire someone who’s already seen this movie a few times before, you don’t have to start at the beginning of the movie; you know how the movie’s going to go,” Ment said. “We’re really able to help advisors set up a new business, help them insulate themselves as best as possible, help them navigate the ever-changing current about independent contractors. We’re sort of the beacon of the industry.”

Create a Terms-andConditions Document

Both experts agree that establishing a solid terms-and-conditions document is critical. This document can include liability waivers and limitations on liability, which is important because once a traveler begins their trip, there are a lot of variables out of their control. Plenty of things can go awry on a trip you’ve booked: Perhaps the hotel doesn’t put the guest in the room type you reserved, or the tour’s

motorcoach gets into an accident. Maybe there’s smelly seaweed on the beach. A wellwritten liability waiver ensures the client can’t come after you for those types of problems.

A terms-and-conditions document also rounds up general advisories, like telling clients they need to have a passport and that they can’t bring cannabis on an airplane or cruise ship, Carpenter explained. This helps shift responsibility back onto the client.

While there are some cookie-cutter templates for purchase, Carpenter recommends customizing a template for your specific business needs. For example, an advisor who works with school groups needs a different document than someone who specializes in adventure travel, destination weddings or gluten-free travel.

Some people balk at the name “terms-andconditions” document, Ment said, preferring to call it a more palatable “customer contract, passenger agreement, onboarding document or planning-fee agreement.”

“Whatever you call it,” he said, “it all comes out the same. It’s a contract with your customer about what you’re doing, what you’re not doing

and what they are and are not responsible for themselves. Everybody needs that. Not having a good set of terms and conditions is creating an opportunity for the customer to blame you if something goes wrong.”

Also, be sure to spell out a policy on chargebacks (when a client tries to reverse a charge).

Seek Credit Card Authorization Every Time

In addition to the chargeback policy, Carpenter recommends that you seek authorization from the customer for every single charge. Of course, advisors want to trust their clients, but it’s important to secure that authorization so you can defend yourself if a client claims that a charge you made was fraudulent.

Tech tools can help with this. He recommends VAX VacationAccess’ tool to send a payment link directly to the client for their approval.

The industry has what Ment describes as a “loathing relationship” with chargebacks. Without a policy in place, the travel advisor may end up financially responsible for a chargeback. “That is really a terrible way to start your day — your agency passing you a chargeback or a supplier passing it back onto you because you were the booking agent,” Ment explained. “If you are the processor of credit cards, you need to be protected with a credit card authorization.”

Clarify Independent Contractor Agreements

Given how busy the travel business is right now, many advisors are opting to add independent contractors to their business. It’s important to make sure contractor documentation clarifies exactly how you’re working with these individuals.

“The penalties for misclassifying an employee as an independent contractor are really, really steep,” Carpenter said. A subagent is different from an independent contractor, Ment cautioned, and it’s crucial to clarify that relationship. “Who you’re working with needs to be identified somehow so there is no ambiguity in the relationship,” he said.

Workflow Matters

As Carpenter put it, “It’s not enough to have really great documents and policies; you also need to make sure that your clients are agreeing to them.

The workflow is just as important in protecting you from risk as what it says in the document. It doesn’t do a lot of good to have a document with great protections if nobody’s actually agreeing to it.”

While it’s important to make sure the documents are contractual and enforceable, he recommends also using a client agreement as a companion document that’s more user-friendly for a client to understand.

Don’t Overpromise

Always a good rule of thumb: Don’t overpromise, and don’t guarantee things, Ment said. To avoid liability, it’s important to speak from authority and speak with reason.

“Misrepresenting or misstating is a way that you fall into this quicksand,” Ment said. “People are relying on you; that’s why they’re coming to you. Think before you speak. Speak only [about] that which you know.”

Ment recommends reading travel news, industry feeds, travel market reports, host agency reviews and professional newsletters to stay up to date.

“You just need to know what’s happening in the industry to avoid that claim of a negligent selection of a vendor,” he cautioned.

Other Tips

While the terms-and-conditions documentation, credit card authorization and independent contractor info rise to the top of the list, the pros offer a few other suggestions, as well:

• When forming the business, be sure to register it as a corporation or an LLC.

• It may be worth trademarking your business name and logo. Using a ™ designation sends a signal that you intend to register your business in the future and offers some degree of protection until then, Carpenter explained.

• Data privacy policies are a good idea, Carpenter said, but it’s an expense small businesses may be able to hold off on for right now. However, if you’ve got a business with a gross annual revenue of more than $25 million or you collect personal information from more than 100,000 California residents, then you’ll need to adhere to this law.

• There are differences in opinion on whether a written declination of travel insurance is necessary, Ment said, but each agent should consider that on their own.

• Have an attorney look into your errors-andomissions insurance policy. A typical insurance policy from a family agent may not cover what you need for a travel business.

• Find out if you need “seller of travel registration.” It varies state by state, Ment said, so be sure to consult an attorney.

JEFFREY MENT

THOMAS CARPENTER

MEREDITH ZINNER

PHOTOGRAPHY

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THE THREE STEP GUIDE TO MAXIMIZING

GOOGLE ANALYTICS

Don’t know how to make Google Analytics work for your travel business? This guide has everything you need to get airborne.

WORDS / ANNA SHULTS HELD

Analytics are critical for understanding your business. One of the most powerful analytics tools any travel advisor can use is Google Analytics. As you probably guessed, Google Analytics is a web analytics service powered by Google. It can be used to track, measure and report on metrics, such as web traffic, performance and engagement.

Google Analytics is used by the majority of websites, making it one of the most popular for marketers. That being said, it can be a little tricky to get right. The good news is the biggest hurdle is setting up the data collection you need. Once that’s set up, it’s (relatively) easy to play around with different reports, events, parameters and dimensions to get a high-level overview of your business or dig into specifics on a campaign.

A LITTLE BACKGROUND INFO

Google Analytics has been around since 2005, helping users get “under the hood” of their websites and other channels. The service has evolved with the internet, with one major, notable change. By July 1, 2023, users on Google Analytics’ free plan had to upgrade from Universal Analytics (UA) to Google Analytics 4 (GA4). Organizations on Google Analytics 360 (paid plan) have an extended timeline into 2024 to make the switch. GA4 has been the default service since October 2020, but user migration has been slow. Make sure that when you’re digging into content or tutorials on Google Analytics, the content is focused on GA4 and not UA.

With this change, Google Analytics is both more sophisticated and more complex — the promise from Google is that it’s setting the foun-

dation for predictive analytics using AI. While existing users will see a difference in the GA4 interface compared to what they’re used to, Google Analytics continues to measure many of the same dimensions and metrics as before. The largest difference is in what GA4 is emphasizing for trend analysis. UA focused on sessions — how users reached your website, what they were doing there and how they left. On the other hand, GA4 focuses on events — breaking apart the user journey into moments that can be analyzed for a greater understanding of what audiences want and what actions matter most for your website. This insight into user behavior can drive everything from content creation to channel strategy.

GETTING STARTED

How you set up your Google Analytics account is dependent on which website builder you’ve used. Generally speaking, the process involves setting up your account as well as the necessary data streams (i.e. how your website talks to the Google Analytics platform). Google has thorough resources available via its support site, and there are many resources on YouTube to walk you through it. While you can set up Google Analytics on your own, it’s common for small business owners to hire an expert for this step and then take the reins at the reporting stage (You can stick with the expert and have them work as the analyst, too). The justification for this labor division is that users should only have to set up their data stream once, whereas they’ll use different reports to tackle new questions over time. Plus, the reporting dashboard is more intuitive to non-technical users.

Kim Goldstein of Journeys Inc. has been a Google Analytics user for more than five years. She partners with a marketing analytics team to optimize her website, Google business profile and Google Ads.

Her team uses Google Analytics to make sure their paid ads are driving the right type of business. “I use it to understand how people are searching for us and to make sure we’re top of the list when someone near us searches ‘travel agents near me.’ It gives me the keywords I need to ‘game the system,’” Goldstein said.

If you’re planning on setting up your data stream solo, there are some tools you can use to reduce the technical lift. Most CMS platforms, including WordPress and Wix, have an integration or plugin that can make

the process more seamless (i.e., requires little to no coding). Scott Crumpton, founder of White Stone Marketing, a digital marketing agency for luxury properties, vacation rentals and wedding venues, recommends looking into Google Tag Manager recipes, which are ready-made containers with the rules and tags you need to achieve a certain outcome.

FIGURE OUT WHICH METRICS MATTER TO YOU

Regardless of how you set up your data stream, it’s important to make sure your data is accurate and that you’re targeting the right events for the data you need. Goldstein emphasizes the importance of using your analytics to reach a specific goal. “You can have all the hits in the world, but if no one is filling out your form, it doesn’t mean anything,” Goldstein said.

It can be exciting to see a high number for such metrics as traffic and pageviews, but if that increase does not come with conversions, it does not indicate a successful strategy.

Crumpton makes an important distinction between high-quality traffic and low-quality traffic. It’s easy to drive up vanity metrics; what’s more important is being able to determine your ROI on longer-term strategies. To figure that out, you need to make sure you’re tracking events that indicate conversion, such as clicking on the link to a contact form or reaching the “thank you” page after filling out a form. You can also look for quality indicators in engagement and bounce rates.

One of the most important metrics in determining cost-per-click is quality traffic by channel. When paired with your financials, this data can tell you which marketing channels are driving business to you at the lowest cost of acquisition. And be sure to track this traffic over time. Seasonal peaks and valleys make it possible to attribute causality to the wrong thing.

HOW TO USE YOUR REPORTS TO INFORM STRATEGY

Analytics on their own do not make a strategy. They’re simply information.

“I look for hints,” Crumpton said. “I don’t look at it as the complete source of data.”

He said people often get hung up on the big numbers, like organic search or bounce rate. On their own, they don’t tell you much. To get the best intel out of your data, you

have to be more specific.

“It’s like going to a doctor,” Crumpton said. “They run all the normal tests. Then, when they find a problem, they dig in.”

Changing your parameters is one way to do this research. If you have a low bounce rate, for example, you may, at first glance, take that as a sign that your homepage is underperforming. But, if you look at bounce rate by source, you might see you’re getting a high bounce rate from a low-quality source that’s throwing off your stats.

Google Analytics doesn’t only spot problems: It also can offer insight into opportunities. Tracking your site search can provide insight into the problems your visitors are coming to you to solve and inform your content strategy. Channel data can show you where you are having success and help you determine where to double down.

A key part of implementing Google Analytics into your growth strategy is simply to start. You don’t have to know every question you need answered or plan around campaigns to get valuable insights. Once you start collecting data, you’ll be able to see what’s working in your business, what’s not and where you can supercharge your growth.

ANALYTICS 101

Analytics can be confusing, especially when it comes to measurement. Here are the topline terms to know when you’re getting started:

• GA4: Otherwise known as Google Analytics 4, the current version of Google Analytics. It replaced Universal Analytics (UA).

• EVENTS: Specific interactions or occurrences of user behavior. They are more flexible than legacy metrics, such as page views and transactions.

• PARAMETERS: Additional information on how users interact with your website. Google has default parameters, like the date, and you can add more based on the questions you’re answering with the data.

• METRIC: A quantitative measurement, such as a number or percentage.

• DIMENSION: An attribute like a channel or geography.

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.

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

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. Nexion Awards

Travvy Awards

Best Travel Technology Provider

Best Travel Agent Reservation System

Best Travel Planning Technology

Travel Weekly Readers Choice Award

Best Travel Technology Provider

Best Technology/Booking Tool

Association of National Advertisers (ANA) B2 Awards

Silver Award

Content Marketing: Magazine (Print or Digital) Category

INDUSTRY CHATTER ON A TOPIC THAT’S IMPORTANT TO YOU

TRAVEL ADVISORS AND INDUSTRY FIGURES SHARE WHAT THEY’RE DOING TO INVEST IN THEMSELVES PROFESSIONALLY OR PERSONALLY BEFORE THE END OF THE YEAR.

“As we head towards the second part of the year, I have begun to take better care of myself personally. I enrolled in a program called Core Life that provides a nurse, dietician and exercise coach. It is important that as I mature, I get myself in good shape mentally, physically and spiritually. The personal flows into the professional as

I continue to enforce my boundaries. I keep my office hours, set my fees and am realistic about my turnaround times and responses when out of office. Establishing relationships with new destinations and suppliers is also a continuing goal.”

BRENDA WASHINGTON O’NEALE, OWNER OF WITH THIS RING DESTINATION WEDDINGS AND HONEYMOONS

“Thanks to the strong and sustained return of travel, in addition to lucrative earning opportunities offered by my host agency, Avoya Travel, this year is on track to be my most profitable in 36 years. I’ve decided to reward myself by investing in a new brick and mortar office space in my thriving downtown community. It will be a space that perfectly reflects my brand, and it will provide me with a place to meet with clients on an appointment-only basis. On a personal level, it will give me separation between work and home life to better balance the two. It’s a win both personally and professionally!”

CARRI KERSTEN, OWNER OF CARRI KERSTEN TRAVEL DESIGN LLC

“PERSONALLY, I JOINED A GYM, WHILE INCORPORATING SOME AT-HOME EXERCISES WHEN TRAVELING IF VISITING A GYM ISN’T POSSIBLE. PROFESSIONALLY, I HIRED MORE HELP TO FREE UP TIME FOR MYSELF PERSONALLY. THIS ALLOWS ME TO FOCUS MORE ON BUILDING RELATIONSHIPS WITH VENDORS, SUPPLIERS AND COLLEAGUES IN AREAS WHERE I NEED TO INCREASE MY KNOWLEDGE. I AM NOW ABLE TO ATTEND EVENTS IN DESTINATIONS THAT I WOULD NOT HAVE NORMALLY ATTENDED DUE TO MY LACK OF TIME. JUST THIS YEAR ALONE, I HAVE BEEN TO THE CARIBBEAN/MEXICO A COUPLE OF TIMES, SOUTH AFRICA AND WILL BE TAKING A GROUP TO GREECE, ATTENDING G’DAY IN AUSTRALIA AND GOING ON MY FIRST AMAWATERWAYS RIVER CRUISE. I AM EXCITED ABOUT ALL OF THE EXPERIENCES WHICH I KNOW WILL BE BENEFICIAL FOR BOTH MY AGENCY AND CLIENTS.”

LATRISE HUNTER, OWNER OF LH FUN TRAVEL

“Itravel to witness and to learn about other ways of doing things, other ways of living. Seeing how different cultures go about their day makes it easier to reflect on my own. Travel allows me to go outside my own head or comfort zone and provides a true sense of well-being. ‘Where do you vacation when you live in Hawaii’ is a popular question. I like taking my kids to Japan so they too can grow up with curiosity to explore, look at the world differently and discover their own journey.”

RIE TAKAHASHI (SHE/HER), AREA LEISURE SALES MANAGER AT FAIRMONT KEA LANI MAUI & FAIRMONT ORCHID HAWAI’I

“Professionally, I knew the time had finally come to hire an assistant to help run the back office here at the agency. I had been putting it off but knew that I needed help so that I could continue to grow. By hiring an assistant, I am not only able to free up some of my time (which is so valuable!) so that I can spend it with family but also to really excel the agency to the next level

and continue to provide the service that our clients for the last five years have come to expect.”

SARAH BARLOW, CEO AND OWNER OF DESIGN OUR TRAVEL AND TRAVELISTA WEDDINGS BY DESIGN OUR TRAVEL

“Enrolling in Sandra McLemore’s Travel Marketing Revolution is my way of investing in myself professionally. This program will enhance my expertise as a travel curator and travel agency owner. By learning from Sandra McLemore’s insights and strategies, I aim to stay updated with the latest trends and techniques in my field. This investment will help me develop a competitive edge, expand my knowledge and ultimately provide a higher level of service to my clients in the ever-evolving travel industry.”

CATHERINE STEVENS, OWNER/TRAVEL CURATOR AT PASSPORTS & PALMS TRAVEL CO.

“O

n a personal level, I am focusing on my wellness, balancing my life and making sure I am committed

to a healthy lifestyle: working out and eating right, which impacts my level of performance, energy and focus on work. I found myself much more productive and energetic. Professionally, I am focusing on projects to optimize Hilton brand awareness by conducting webinars. Currently, we have 20 brands and 1.1M rooms in 124 countries.”

SHARONA ROSENFELD, DIRECTOR OF SALES, WORLDWIDE LEISURE ACCOUNTS AT HILTON

“This year, I’ve devoted time and energy to SIMPLIFYING in all regards. Life got complicated during the pandemic, and it was time for a reset. Professionally, this means niching down even more, removing redundant tools and focusing on what we truly enjoy plus what is profitable. Personally, that means a lot of decluttering and paring down what we don’t need. I feel focused with a new, refreshed clean slate, both for me and our team.”

ASHLEY MORRIS, OWNER OF ALPACA YOUR BAGS TRAVEL

MALLORCA, SPAIN

Whether they’re looking to get wild or keep things mild, this Mediterranean escape offers travelers island vibes, their way.

With a touch of turquoise blue waters and a dash of sandy-colored coastline, all the ingredients for a perfect Mediterranean getaway come together to create Mallorca, Spain’s largest island. A place where palm trees dot spacious walkways and cathedrals and castles reach toward the sky, brightly colored sailboats and impressive catamarans act as the perfect accessory to this island dream.

Sometimes referred to as “Majorca” by British folks, the two are one and the same,

and while Mallorca has always been a favorite among Europeans, the gorgeous island destination is starting to gain traction among U.S. travelers. In fact, according to the Spanish news site The Olive Press, Palma de Mallorca Airport (PMI) received 62% more inbound flights from the U.S. between January and November 2022 than it did in all of 2019. Pair this with the popular vacation spot’s new rebrand — Mallorca recently hiked its prices to attract more “upmarket visitors,” according to a statement from Juan Ferrer, president of

the Palma Beach Quality Offensive — and Mallorca is among the hottest luxury travel destinations in 2023.

With all it has to offer, it’s no surprise Mallorca is having a moment. Whether they’re looking to get wild or keep things mild, this Mediterranean escape offers travelers island vibes, their way.

PARTY PARADISE

Thanks to its abundance of bars, nightlife and beach clubs, Mallorca has long been equated

WORDS / JENNA BUEGE

Catedral de Mallorca, more commonly referred to as La Seu, is a Gothic cathedral located in Palma, Mallorca, Spain.

to a party paradise. And while the popular vacation spot is attempting to put the kibosh on what it calls “party tourism,” travelers will still find plenty of opportunities to live largely and let loose — whatever that may look like for them.

For a lively experience, vacationers will want to head to the southwest side of the island as Palma — Mallorca’s largest city — and its neighboring areas are home to the most action. Here, travelers will discover fabulous beach clubs and resorts where they can partake in

merriment in style among chic digs, stylish decor and a glamorous crowd. And, when the sun goes down, the nearest wine or cocktail bar is never too far from reach. Of course, the fun doesn’t stop on the shores, Mallorca’s harbors and waterways are alive with luxury catamaran tours, sailboat sightseeing and delectable culinary experiences at sea.

On the shores, white sand beaches wow with sandy escapes like Playa de Muro, Playa de Alcúdia, Platja d’es Trenc and Cala Millor Beach acting as favorite spots for sun and fun.

CHARMING AND CHILL

While Mallorca is famous for its ongoing festivities, visitors can easily enjoy the destination without ever popping bottles as the island’s plethora of natural and historical sites are well worth the trip in and of themselves. In Palma, travelers will be enchanted by Catedral de Mallorca (also referred to as La Seu or Palma Cathedral), a 14th-century cathedral with intricate stonework, soaring spires and ornate stained glass windows. Nicknamed the “Cathedral of Light,” this sandstone-colored building is an architectural wonder and one of the tallest Gothic structures in all of Europe.

Forty minutes northeast of Palma sits the medieval town of Alcúdia, an excellently restored walled city with roots dating as far back as 2000 to1300 BC. With its colorful narrow streets and close proximity to the white sand beaches of Port d’Alcúdia, Alcúdia attracts hordes of visitors each year who come to marvel at the remains of ancient Roman houses and the old town’s well-preserved theater. In addition to its historical significance, Alcúdia is downright charming. It hosts a weekly market, classical music festivals and an array of other cultural events. The region’s laid-back vibe is considered a more authentic Mallorcan experience by locals, and Alcúdia can easily be explored by foot or bike.

As far as outdoor adventures go, Mallorca has no shortage of scenic attractions for travelers to enjoy. On the island’s northwest coast is Serra de Tramuntana, a sprawling limestone mountain range with jagged cliffsides, lush vegetation and incredible views. Beneath the surface wait the Drach Caves, a small cave system featuring one of the world’s largest underground lakes. Visitors can explore the subterranean wonderland on a guided tour where they’ll float atop crystal clear waters and even enjoy a live concert showcasing the caverns’ acoustic qualities.

Old town Alcúdia is now a UNESCO World Heritage Site.

Mallorca’s Soller Train travels across the island.

One of Mallorca’s busy harbors.

EUROPE SEES RECORD-BREAKING TRAVEL

Let’s look back on Europe’s popular summer travel season.

WORDS / JENNA BUEGE

Afamously popular destination for summer travel, Europe shattered records with soaring tourism numbers in 2023. And while the strong demand for getaways across the pond was anticipated by industry experts earlier this year, the reality of larger-thanusual crowds, jacked-up prices and unruly tourists — i.e. those who decided it was a bright idea to carve their names into Rome’s iconic Colosseum — proved to be somewhat overwhelming.

It wasn’t long into the dog days of summer that the impact of the trend was apparent.

In June, CNN Travel shared stats from a European tour operator showing business was up 16% in comparison to 2022. The Washington Post had a similar article in July featuring a local business owner whose sales rose 30% compared to the same time last year. And while, for those companies, that meant hiring extra help to accommodate increased demand, the solution for ultra-busy airports, hotels, restaurants and points of interest within the most coveted European destinations wasn’t quite as simple.

According to the flight tracking website Hopper, U.S. air travel to Europe outpaced

2019 levels in early June 2023. On top of that, prices were at a five-year high with roundtrip tickets costing over $1,200 on average, $300 more than in 2022, and a 26% jump from pre-pandemic pricing. Adding drama to the mix were travel disruptions at European and U.S. airports brought on by long lines, staffing shortages and restricted airspace due to the war in Ukraine. The result of these road bumps often manifested in long wait times, some of which lasted several hours.

And as vacationers continued to live out their post-pandemic “revenge travel” dreams, it seemed no price was too high

Tourists gather in Istanbul, Turkey.

come accommodations. On the hotel front, costs climbed all summer long with even traditionally midscale hotel chains like Holiday Inn reportedly priced as high as $450 per night for a midweek stay in Amsterdam according to Fodors. As for the cause of said price increases, American Express Global Business Travel cited staffing shortages, inflation and strong demand as the largest contributing factors.

For travel insurance provider Allianz Partners, the surge in U.S. summer travel to Europe came as no surprise. In fact, when revealing its Top 10 Summer European Destinations review in May 2023, the company predicted the number of Americans making the trek to The Old Continent would dramatically increase by 55% over the 2022 season. The company also acknowledged travelers’ increased spending habits in a July 2023 press release.

“With summer vacation spending expected to hit an all-time high of $214.1 billion in 2023, it’s no surprise that average cost per night also is on the rise,” said Allianz Partners. “In a reversal from 2022, those committing to three, four or five nights away have displayed solid growth year-over-year with average nightly spend jumping nearly $100 compared to last year (up as much as 30%) at $418, $422 and $445 respectively.”

So, where was everyone going? According to Hopper’s booking data, bucket list cities

like London, Paris, Rome, Dublin and Athens saw the most action. Interestingly, summer booking data proved “set-jetting” to be one of the largest travel trends of the year with Palermo, Italy seeing a huge boost in visitors after being featured in the second season of HBO’s “The White Lotus” in 2022.

Looking ahead to 2024, travel to Europe will look different for Americans as the European Union works to launch

the European Travel Information and Authorization System (ETIAS). Expected to launch early in the new year, ETIAS will require those who currently visit Europe without a visa — like citizens in the U.S. and Canada — to apply for travel authorization and approval before their trip. To apply, travelers will complete an online application, and, in most cases, will receive their results via email within one to 96 hours.

Visitors stroll along South Ann Street in Dublin, Ireland.

A crowd forms at Rome’s Trevi Fountain in June.

OUR BELOVED FLIPPERED FRIEND ANSWERS YOUR VAX QUESTIONS.

YOU ASKED: When I am locked out of VAX and I contact the VAX team, why can’t they unlock my account?

MAXWELL SAYS: Our team would love to be able to assist with credentials and access; however, it is up to the agency to manage its users. VAX is set up to provide security measures at both the agency and advisor levels.

Our advisor-focused security allows users to reset their password or utilize the “Forgot Password” link if their account is currently active. This allows them to maintain the security of their individual account. Agency owners and managers establish business relationships with the brands they are selling, which includes a financial stake in the relationship. For that reason, VAX is set up to allow them to control which advisors can access VAX using their agency credentials. It is up to the agency manager to review each request for new credentials or to unlock credentials as the agency needs to determine if the advisor should still be accessing VAX under their agency.

If an agency owner or manager has been locked out of VAX, they need to contact the VAX Tech Support Team. The Tech Support team will then ask for some additional information from the agency owner or manager to verify their identity and unlock their account.

YOU ASKED: If I’m switching agencies, how can I access my bookings made with my previous agency?

MAXWELL SAYS: When you decide to leave an agency, it is up to its owner or manager to determine if they will allow you to maintain access to your previous bookings. The bookings were made under that agency’s credentials, and the VAX team is unable to transfer the bookings to another agency. Your previous agency may have written policies about how they handle this, and they may choose to keep any existing reservations within their agency.

If your previous agency allows you to keep access to your previous bookings, your new agency will still be able to set up your credentials to make new bookings under their agency.

YOU ASKED: Where can I find the training session I missed?

MAXWELL SAYS: We offer a wide variety of training sessions, and even if you plan to attend the live session, we understand things pop up and you may not be able to. For this reason, all our brand-sponsored training sessions are recorded and can be found under the “Education” tab on VAX’s main navigation menu.

After navigating to the “Education” tab, you’ll find recorded sessions on the “Brand Training & Education” page under the “On Demand Webinars” section. Each session is available for at least six months unless the content is no longer relevant due to changes in the product or the industry.

Prizes awarded during a training are usually only available to those who participate in the live session. We publish winners on our site so you can see your industry peers who won. Please note, it may take the team a few business days to process and publish a recorded training after a live session.

Have a question for Maxwell? Send it to us at training@ vaxvacationaccess.com and we’ll send it his way. Then check out the next issue of The Compass magazine to see if he answered it.

The Compass on VAX

The digital content you need to power your business

If you’re looking for travel inspiration to share with your clients, time-saving industry insights for you or words of wisdom from industry leaders, The Compass has what you need to be a pro advisor.

Plus, did you know that every article on The Compass has buttons so you can share articles with just one click? The Compass makes it easy for you to be a content marketer.

But don’t fret – your clients can’t access VAX’s booking engine from the articles, so their booking will still be yours.

VAX exists to enable travel advisor success. It’s that simple.

Our award-winning booking platform and wealth of travel content and resources are tailored to and made available exclusively for travel advisors. We are a community of more than 125,000+ leisure travel advisors, who are turning industry insights into professional growth, and turning supplier relationships into more sales.

VAX DIY

VAX is more do-it-yourself than you think!

Did you know you can make changes to reservations, resend itineraries, refine searches to find specific availability and more on your own, right on VAX?

No need to call your supplier’s customer care center and wait on hold. Review our top do-it-yourself VAX tips and get step-by-step guidance for making these changes on your own.

Retrieving & Sharing

Reservation Details

TYPES OF GROUP TRAVEL

Across

7. When three or more generations vacation together.

10. A type of travel that celebrates the end of a marriage.

11. A type of trip that celebrates a bride-to-be.

12. A way for travel advisors to learn more about the destinations and products they sell.

13. A type of trip that celebrates a groom-to-be.

15. An acronym for meetings, incentives, conferences and exhibitions.

16. A group travel experience led by a guide.

18. A term used when groups of students travel during a popular school break.

19. A type of vacation with a focus on mental, physical and emotional health.

Down

1. When cruise-goers travel together and book eight or more staterooms on the same ship and sailing date.

2. A vacation with a focus on a club-and-ball sport in which players attempt to hit the ball into a series of holes using the fewest strokes possible.

3. An offsite team bonding experience with coworkers.

4. An occasion where many members of an extended family gather.

5. A special trip celebrating the day someone was born.

6. A wedding ceremony hosted away from a couple’s hometown requiring the wedding party and guests to travel.

8. A journey to a holy or sacred place.

9. A getaway spent with friends.

14. A combination of traditional tourism and voluntary service.

17. A getaway that honors a momentous occasion.

Find the answers at vaxvacationaccess.com/thecompasscrossword.

“In life, it’s not where you go – it’s who you travel with.”

— Charles M. Schulz

Talk about exciting and new

Sun Princess ® and Star Princess ®

What were we thinking of when we designed our next generation of ships? Our guests. They love sweeping views, so we built our Piazza in a sphere of glass. They want immersive entertainment, so our Princess Arena shapeshifts to put them in the middle of the action. Encourage your clients to see the world in a whole new light February 2024, when Sun Princess® debuts in the Mediterranean. (August 2025 for Star Princess®!)

The

Inspired by the

Park19

Soar like a bird 19 decks above the waves on the Sea Breeze roller glider. That’s just a taste of what this brand-new wonderland has to offer.

Wake View Terrace

This brand-new outdoor lounge area boasts an infinity pool, full bar, South Beach vibe and some pretty amazing aft views.

Let’s get growing!

*Legal restrictions apply. ©2023, Princess Cruise Lines, Ltd. Princess®, MedallionClass®, and the Princess logo are trademarks of Princess Cruise Lines, Ltd. or its affiliates.

All rights reserved. Ships of Bermudan and British registry. PrincessPartners.com

This new travel advisor resource can help you grow your business with Princess. Scan to download or order a copy at OneSourceCruises.com.

It’s all part of our Princess Partners commitment to YOU!

Dome

terraces of Santorini, this multilevel, glass-enclosed dome features a pool by sunlight, shows by starlight.

Travel Inspo Tool Kit

https://www.vaxvacationaccess.com/toolkit