Director, Operations and Marketing – Sarah Kneisler
Advertising Product Specialist – Kati Kohler Manager, Digital Marketing – Ashley Perego
Advertising Producer – Kyle Krause
Business Development Manager – Beth Kitzman
CHIEF EXECUTIVE OFFICER
Steve Zepezauer
CHIEF REVENUE OFFICER
Scott Sanchez
DIRECTOR OF OPERATIONS
Tiffany Thompson
GROUP EDITOR
Katherine Duncan
CREATIVE & MARKETING DIRECTOR
Tracy Powell
PRODUCTION MANAGER
Tina Leydecker
FEEL FREE TO LET THE OUTSIDE IN.
The Best Way to Experience Alaska is with Norwegian Cruise Line.
When you cruise with Norwegian, the awe of Alaska stays with you throughout your cruise. From hiking up snow-capped mountains and witnessing majestic whales splash in the Pacific to coming back on board and catching an amazing show followed by an equally amazing starlit stroll on the top deck. So come aboard the youngest fleet cruising Alaska and feel what it’s like when you let the outside in.
Observation Lounge
The Waterfront Hubbard Glacier
In this edition of The Compass,
we are featuring “Noisemakers” — people, places and things that are making a lasting impression on the industry. I’ve been able to experience some great Noisemakers during my travels and I would like to share my list of Top Travel Noisemakers with you:
10. Fireworks over Cinderella Castle in Magic Kingdom
9. Standing on the Westminster Bridge hearing Big Ben strike 12
8. The busy sounds of Caesars Palace hotel and casino
7. The sheer madness of a Mumbai traffic jam
6. The rushing waters of Yosemite Falls
5. Screams from riders on Universal Studios’ Incredible Hulk roller coaster
4. The blast of a cruise ship horn as the cruise sails out from its home port
3. The waves crashing at Point Joe on 17-Mile Drive, Pebble Beach
2. The roar of a jet engine as a plane launches down the runway
1. The screams of joy of a family reunited at the airport
John Ische PRESIDENT, TRISEPT SOLUTIONS
John’s industry tenure spans more than three decades.
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 110,000+ leisure travel advisors, who are turning industry insights into professional growth, and turning supplier relationships into more sales.
2021 is definitely one for the history books — for many reasons.
I don’t want to revisit any of those not-sogreat things and would rather be grateful for the good things that did happen in 2021 and look forward to 2022.
First, travel came surging back. In a big way. In March, VAX’s website traffic peaked to levels we hadn’t seen since 2019. People were traveling. Travel advisors were booking. It was a rush of relief.
Then we brought back The Compass Magazine, the very thing you’re reading right now. After debuting the magazine in April 2020, we decided to hold off on the next issue for a bit while we regrouped. The industry had changed so much from our debut issue and we wanted our sophomore effort to be just as good. The spring 2021 issue came out in May and we felt the same fluttery excitement and pride as we did with our very first issue. I hope that feeling never goes away.
In-person industry events returned, and we went to some! This was our chance to share The Compass Magazine with travel advisors face-to-face. After so long doing everything virtually, including reading The Compass, we were thrilled to share the magazine with you all in-person. And you loved it.
In this issue, we’ll continue to look back at 2021, but focus on the good. We’ll highlight the people, places and things that made a big, positive impact on the year. You know we love our data, so we’re taking a data-driven look at today’s travel advisor, using insights from our annual travel advisor survey. We also want to take an
Andrea Sedlacek MANAGING EDITOR
Andrea believes the best way to gain perspective is to travel.
introspective glance at the behind-the-scenes legislative work being done on behalf of travel and travel advisors. We had some big advocates in 2020 and 2021 that you may not even realize.
As we look ahead, we’ll visit the Canary Islands to learn why it’s becoming the next new hot spot (besides the obvious fact that it’s a gorgeous destination). We also want to help you make your office inclusive and help you find the right accountant for your business needs.
Let’s welcome 2022 with a fresh perspective and make it another defining year — but for different reasons. We can do this.
“We’ll continue to look back at 2021, but focus on the good.”
CONTRIBUTORS
JENNA BUEGE
Staff editor for The Compass and world explorer, Jenna Buege loves writing about all things travel. With a degree in journalism, advertising and media studies, Jenna takes pride in her commitment to bringing her readers relatable, fun and accurate content.
ALESANDRA DUBIN
Alesandra Dubin is a news and lifestyle editor and writer based in LA. A veteran digital journalist, she’s covered travel, food, events, fashion, beauty, entertainment, home, parenting and more for 15-plus 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 others.
Laurel Delp is a writer and editor who’s been published in numerous magazines, including Town & Country, Departures and Western Art & Architecture. Most recently, she was a contributing editor at A Rare World, reviewing hotels and resorts worldwide. She has also written for a number of travel-related websites.
ELISA PARHAD
Elisa Parhad is a Los Angeles-based writer and photographer covering travel, trends, lifestyle and culture. Her work can be found in the Los Angeles Times, Travel + Leisure and Delta Sky magazine, among others. She has also authored cultural guides on Southern California and New Mexico and a children’s book on Los Angeles.
BETH KITZMAN
Beth Kitzman is the business development manager for VAX VacationAccess. With over 20 years of experience in the travel industry, beginning with Walt Disney World then working for airlines and now focusing on travel technology, Beth loves using her education degree to find ways to educate and empower travel advisors to grow their leisure travel business.
LESLIE LANG
Leslie Lang is a content marketing writer who specializes in writing about travel technology.
SARAH TRELEAVEN
Sarah Treleaven is a writer based in Nova Scotia. Her work has appeared in Harper’s Magazine, enRoute, The Guardian, the BBC and many other publications.
BAXSTAR J. FERGUSON
Baxstar J. Ferguson is a queer, transmasculine journalist, content marketer, author, photographer and illustrator currently working on their first novel. Follow their work @baxstarjonmarie across socials.
LAUREL DELP
True NORTH
Stay the course on these big issues.
Carefree in Cap Cana
Margaritaville Island Reserve Cap Cana, the newest property from Karisma Hotels & Resorts, is now open in the DR. If you’re looking to truly live on island time, this place is it. Located on Juanillo Beach (one of the top-rated beaches in the world) in the white-hot vacation destination of Cap Cana, this five-star, family-friendly, 228-suite hideaway has unique features like live performances every day and night, 40 luxury villas, beach bonfires and Landshark Smokehouse & Brewery, the first brewery of its kind outside of the mainland U.S. where the famous Landshark Lager is brewed on-site. Golf at the nearby award-winning Punta Espada golf course or visit Cap Cana Marina to embark on a yacht. Just don’t forget to ditch your watch.
DRAMATIC INCREASE IN PASSPORT PROCESSING
We don’t mean to be dramatic but … passport processing times are incredibly long. A routine passport service request can take up to 18 weeks (that’s 4 1/2 months!) and expedited service can take as long as 12 weeks. What’s the lesson here? Plan ahead. And if your clients are really itching to get out of the country, satisfy their travel desire with a trip to a domestic Caribbean destination with no passports required for U.S. citizens, like Puerto Rico or the U.S. Virgin Islands.
Much ado in QRoo
Quintana Roo’s summer 2021 travel season was one of its best yet in 2021, exceeding pre-pandemic levels from 2019. Data reported by Quintana Roo Tourism Promotion Council and the National Migration Institute shows a 38% increase in U.S. tourists in July 2021 over July 2019. The average hotel occupancy rate in summer 2021 was 62% and from July 2020 to July 2021, 9.3 million visitors came to the state. Of those visitors, almost 3.5 million were from the U.S.
CRUISE ON OVER TO SOCIAL MEDIA
Where does a travel advisor find new cruise clients these days? We asked and you answered. In a recent poll on VAX, 36% of you told us that joining cruise communities on social media is the main way you’ve been finding new cruise clients in 2021. Thirty-four percent of you are opening your rolodexes — just kidding, no one uses those anymore — your client database and contacting your past cruise clients, and 14% said you are developing a new cruise referral program.
True NORTH
WORDS / ANDREA SEDLACEK
Stay the course on these big issues.
BEARING THE TORCH IN LA
Lace up your running shoes and stretch out those quads because the 2028 summer Olympic and Paralympic games are coming to Los Angeles. Though LA28 is still a few years away, the preparations have already started with plans for transportation, venues and athlete accommodations already determined. The city of LA has big plans (not related to the games) for an expanded mass transit program that will definitely be helpful for the athletes, media and spectators that attend, and UCLA has already been chosen as the athletes’ home away from home. LA28 is focusing on sustainability and fiscal responsibility, so existing infrastructure (like stadiums) in Southern California will be used, meaning no new permanent venues are needed for the games. Now that deserves a gold medal.
Be positive about body positivity
in travel
Body positivity is moving full force into travel and online communities, and influencers like Fat Girls Traveling are leading the way to make space for plus-size people in travel. Fat Girls Traveling’s Instagram account (@fatgirlstraveling) has 46,000 followers and a feed full of vibrant, colorful travel photos crowdsourced from its followers in destinations from Kenya to Florida. There’s also a Facebook community of 13,000 and a travel blog from creator Annette Richmond (fromannette.com) dedicated to body inclusivity in travel. We love to see more inclusivity in the industry.
TO EACH THEIR OWN PACKAGE TYPE
Not every supplier on VAX has the same package types — did you know that? When you choose your supplier in VAX’s booking engine, take a minute to check out the Package Type drop-down to see the options each supplier provides for you and keep in mind that the supplier determines and decides what packages they will offer on VAX. They can change from time to time as well, so it pays to check back often. And sometimes, they may have a promotion in there that you have to use the drop-down to find.
CONVERSATIONS...
WORDS / BETH KITZMAN
We asked: What does bucket-list travel mean to you?
Karen ColemanOstrov
OWNER AND VACATION PLANNER OF DREAM VACATIONS – KAREN COLEMAN-OSTROV & ASSOCIATES IN ARIZONA
“Bucket-list travel isn’t something you wait to do until you’re older or the time is right and you have all your ducks in a row. It’s travel to do now, because you don’t want to miss out and because you don’t know what tomorrow holds. Unfortunately I’ve had clients, young and old, who waited for the right time or said, ‘One day I’ll take that trip to _____,’ only to never experience their dream trip or they wind up experiencing it minus someone they have lost. For me, bucket-list travel is ‘do it now’ travel!”
Jay Islam
VACATION DREAM MAKER/ CEO OF GRAND TRAVEL AND CRUISE IN TEXAS
WEBSITE grandtravelcruise.com
FACEBOOK facebook.com/vacationwithcare
“Bucket-list travel means a list of places you would want to travel before you leave this earth. It allows you to keep track of your goals and take steps to achieving them. Everyone has different bucket-list travels. According to one survey, 95% of Americans have a bucket list of things to do and see before they die. Surprise, surprise, travel is on most people’s bucket list!”
Teresa Shields
CO-OWNER OF ENGAGE VACATIONS IN TEXAS
WEBSITE engagevacations.com
FACEBOOK facebook.com/shieldstravelagents
“Bucket-list travel can mean different things to different people. It could be something relatively simple like a holiday getaway to a cabin in the mountains with your entire family. It could also be that faraway destination that you’ve always wanted to see in person. I believe bucket-list travel can have just as much to do with who you are going away with as it can location or even room accommodations. Personally, bucket-list travel is a combination of destination and travel partners. I’ve been fortunate enough to visit some of my personal bucket-list destinations for business, but without my husband. I won’t be able to truly check those places off my list until we can visit them together and share those experiences.”
James Berglie
PRESIDENT OF BE ALL INCLUSIVE IN MARYLAND
WEBSITE beallinclusive.net
INSTAGRAM @beallinclusive
““I think of ‘bucket list’ as once in a lifetime. For us, every one of our weddings is a bucket-list event. Never again in life will all of the guests who attend a destination wedding ever gather again, let alone in paradise. Each destination wedding is truly a once-in-a-lifetime, or ‘bucket-list’ experience. Something they will look back and talk about forever. That is why what we do to make that experience seamless is so important. To many of our guests, they’ve never left their own hometowns, and to see the excitement in their eyes as their horizons expand and eyes open up to just how large and amazing this world is; although it may just be another wedding to many of us, for many guests it is a bucket-list, once-in-a-lifetime experience and we are so glad to be a part of it!”
GROUP TRAVELING JUST GOT AN UPDATE
From events and business meetings, to fun-filled wedding ceremonies in the most beautiful locations, Sandos Hotels & Resorts offers a wide range of service for all your events. For limited time only, the 8th adult comes FREE for every 7 adults paid for Summer travel, while the 11th adults comes FREE for every 10 adults paid for Winter travel.
Promotion Valid for the USA and Canadian market only. The 8th adult stays for free for every 7 adults paid. Reservations in Sandos Caracol Eco Resort, Sandos Cancun, Sandos Playacar, and Sandos Finisterra must be booked before December 30th 2021. The traveling dates available at Sandos Caracol, Sandos Cancun, Sandos Playacar, and Sandos Finisterra are May 1st, 2021 until December 20th, 2023. Blackout dates apply, from December 24th, 2021 to January 2nd, 2022 in Sandos Caracol, Sandos Cancun, and Sandos Playacar, and from February 1st to 28th 2022 in Sandos Finisterra. Booking Applicable for social groups, weddings, and MICE.
BY THE WAY (a PSA)
WORDS / ALICE DUBIN
Why — and when — to purchase a policy that offers the coverage your clients need.
For many travelers, purchasing an insurance policy once felt like an unnecessary chore. Why spend money on such an unenjoyable expense, when the chances of calling off a much-anticipated trip were typically slim? But the pandemic changed the calculus — and sales of trip insurance policies have nearly doubled as a result.
These days, your clients likely recognize the importance of purchasing coverage amid
fast-changing circumstances that require flexibility — for the potential payout, as well as a major dose of peace of mind. Here’s what you need to know.
Unique travelers have unique needs. Ask your clients to consider their own travel style. Ultra-conscientious travelers are likely to value peace of mind, whereas super-adventurous travelers may appreciate
the extra protection to cover the extra risks they take on.
Once they determine that they want coverage, they need to decide how much they are willing to pay for. Will your client be using a credit card with travel insurance? If so, investigate the included policy to see whether a standalone policy is necessary to get the comprehensive coverage they want. Traveler’s existing insurance policies — such
Do travelers need travel insurance right now?
as auto or homeowner — may include some travel benefits, too. But a separate, standalone option can augment the coverage to your client’s satisfaction.
There isn’t a one-size-fits-all policy. Travelers can expect policies offering coverage options that include trip cancellation and interruption, trip delays or missed connections, lost or delayed luggage, emergency medical care and evacuation, and accidental death, dismemberment, and repatriation (unpleasant though those eventualities may be).
Some travelers might wish to amp up their policies with add-ons like more comprehensive luggage benefits or extra coverage for extreme sports or adventure travel. Definitely read the fine print to confirm
the coverage includes each desired line item without unreasonably onerous requirements, lest your clients find themselves without the safety net they thought they could depend on when something goes wrong.
Policy nuances vary substantially and can be confusing — even downright overwhelming. For the client who wants to go all-in without parsing details, opt for a more expensive “cancel for any reason” policy, which allows them to recoup a portion of their nonrefundable trip expenses — yes, for any reason at all.
That means they can cancel a trip if they don’t feel comfortable with the risks associated with the pandemic in that given time and place, a reason that wouldn’t otherwise qualify for a claim.
Buy in early for more coverage. The best time to buy an insurance policy is at the time someone makes a travel purchase or a first deposit. This way, they’ll be able to reap any potential benefits for the full timeline between purchase and travel completion.
Your clients won’t be able to purchase trip insurance if they wait until a claim-worthy event pops up on the radar: You can’t buy a policy for an approaching hurricane that’s already been identified, for instance, or for a virus you’ve already caught.
If they purchase the plan close to departure date, the policy holder could be subject to a waiting period before the plan’s coverage kicks in. The specifics of the timeframe will vary based on the plan.
While some policies may be available for purchase up until just before the time of departure, note that cancel-for-any-reason policies typically require purchase at or near the same time as trip payment — typically within two weeks.
Travel insurance should be the norm. Whether for diplomatic reasons or COVID concerns, some countries require international visitors to provide proof of travel insurance. While other destinations don’t mandate travel insurance, experts say it’s typically a good idea to purchase coverage any time you spend more money on a trip than you’d be comfortable losing. For instance, it might not be worth buying a policy to protect a cheap, domestic airline ticket for a trip to visit a friend. But for a client investing in nonrefundable international airfare, ferry tickets, tours and more? Well, that’s a good time to buy a travel insurance policy.
Remember, it’s not just about COVIDrelated concerns: Travel insurance can help your clients recover lost luggage, handle a rental car issue or treat a broken bone after a fall on slippery cobblestones.
ELIZAVETA
HOW I CARRY ON
ELIZABETH PICKERING CO-FOUNDED A THRIVING NETWORKING GROUP. NOW, IT’S LED ENTIRELY BY WOMEN.
Women are leading the travel industry — and setting an example for all
It wasn’t too long ago that women were denied equal opportunities within the travel industry. But great strides have been made since the 1970s, and Elizabeth Pickering, executive director for PROST Phoenix-Scottsdale, a membership organization for hospitality networking, is continuing to drive that progress.
As an account director for Belmond, Pickering oversees the development of sales and marketing strategies for top luxury accounts, including a collection of historic properties around the world. At home, she’s a wife and mom to two young boys, the youngest born during the pandemic.
“Women historically are the foundation of the travel and hospitality industry. Being able to showcase our gender in leadership positions highlights the diverse roles women are capable of holding.”
Pickering
In 2017, Pickering and her colleague, Suzanne Shalaby Strubbe, co-founded PROST Phoenix-Scottsdale. At the time, Pickering was six months pregnant; she hosted their first meeting when her older son was only a month old.
They established the local group with aspirations similar to their counterparts’ from the original Los Angeles chapter, founded in 1976 by a group of women after another travel industry networking organization didn’t allow their participation. “This group of women set out to create an inclusive organization in which women and men were able to network together,” Pickering explains. “We wanted to be more inclusive ourselves and do the same where we worked.”
One of their main goals was to create and engage the thriving local
WORDS / ALICE DUBIN | PHOTOS COURTESY OF ELIZABETH PICKERING
travel community while encouraging diverse ranks. “It took off. We’ve had unbelievable success here, and we’re seeing significant growth even through the pandemic,” Pickering adds.
Today, the organization has a board composed entirely of women for the first time in its history. Board members include Pickering as well as Vice Executive Director Tyiesha Thaxton, Finance Director Rachelle Vroom, Membership Director Lauren Moss, Events Director Sonja Nelson and Communications Director Jodi Cody.
Pickering says the board’s composition is a big deal for the travel industry, setting an example that can inspire and support professional women. “Women historically are the foundation of the travel and hospitality industry,” Pickering says. “Being able to showcase our gender in leadership positions highlights the diverse roles women are capable of holding.”
When women are not at the table in discussions of travel and hospitality, a major element of the conversation is lost. “Traveling as a woman is a considerably different experience on every level,” she says. “Being able to share this firsthand knowledge enhances all travelers’ experiences no matter the destination.”
She also hopes the group can act as inspiration for women beyond the industry, too. “Showing women as leaders beaming with self-confidence and drive solidifies the message of equality to the next generation. We are encouraged to experience global progress in real-time and know this evolution will change the landscape for future generations,” she says.
What’s in Elizabeth’s Carry-On?
ELIZABETH PICKERING SHARES TWO ITEMS THAT SHE NEVER LEAVES HOME WITHOUT.
“From an early age, my mother instilled in me the idea of always being prepared, especially when it comes to travel — making me a lifetime overpacker!
“One item I specifically do not leave home without is a small sewing kit that includes a needle, thread, a few small buttons and a couple of safety pins. You never know when you need to sew on a button that has popped off or mend a hem that’s unraveled as you are trying to get ready for the day of exploring a city or right before a big presentation. And surprisingly over the years, I’ve had the pleasure of helping many colleagues with their wardrobe malfunctions with a quick stitch.
“Along those lines, my grandparents traveled extensively when I was growing up, and I always remember when my grandmother was packing her makeup bag, she would put in an in-case-of-emergency phone list on a 3-by-5 index card. So I’ve always done that, too. Because even in this digital age, your phone could go down, and few among us remember people’s phone numbers. Even though I’m a millennial, I definitely use some oldschool tactics!”
TAKING OFF:
Meet the podcaster behind “Masters in Travel.”
WORDS / ELISA PARHAD
Like many business ventures, Whitney Shindelar’s podcast, “Masters in Travel,” was born out of frustration. Just a few years after she started her travel agency, Undiscovered Sunsets, she had attended enough industry conferences and trade shows to know to expect underwhelming learning opportunities. Instead of feeling inspired and ready to take on the world, seminars at conferences or trade shows left her with a bevy of unanswered questions, or worse, a wish to hear about specific topics that weren’t being offered. Furthermore, when a new topic was covered, it was often designed with a beginner audience in mind.
“I am always so excited for educational opportunities and I just wasn’t finding the topics and the in-depth conversations on these topics that I was looking for,” she says. “I often wondered, why don’t we try to cover topics in a different format?”
The desire for deeper dives and a different slate of conversations followed her to various travel related events, but it wasn’t until the pandemic shutdown that she finally dove in. “Masters in Travel” launched in November 2020 when she had the time — and the brain space — to start those conversations and answer those questions. “I was happy to be the one to do it,” she muses.
While the majority of “Masters in Travel” guests are travel advisors, roughly a third are professionals outside the travel industry. These business owners offer strategies and ideas that directly apply to running a travel agency. In Shindelar’s 40 episodes (and counting), she has interviewed marketing experts, speaking coaches and team growth specialists, exploring topics like how to engage in your local community and how to work with a virtual assistant.
“I really try to bring in different perspectives,” Shindelar says. Guests have even altered her own work in ways that she never
Whitney Shindelar, creator of the “Masters in Travel” podcast
imagined. For example, her episode with Whitney Warne, an Enneagram coach, gave her an idea for how to better connect with her clients. After their conversation, Shindelar recognized ways in which the system of nine personality types could help her better understand who she was working with. Now she sends a questionnaire to each new client to help her uncover their Enneagram personality, and hence their values and motivations. She believes this insight helps her to better decipher their travel needs and preferences, as well as have more productive conversations
with them.
The “Masters in Travel” podcast has been a much-needed balm in what has been another tricky year in travel. But Shindelar didn’t stop at just the podcast. She also hosts the The Masters in Travel Community + Think Tank, a private community for travel advisors providing monthly, live conversations with structured topics. Advisors are grouped in cohorts according to experience level to create a supportive environment for peers to learn from each other.
Teaming up with Korrine Johnson, founder of Travel Biz Boss, Shindelar is also working on the Masters in Travel Academy & Apprenticeship Program. Launching in January, the program will provide eight weeks of intensive coursework followed by six months of apprenticeship with an experienced advisor. The goal is to provide budding travel advisors the education and resources needed for a solid business foundation.
“Nothing like it exists in the industry right now and we believe that it should. The first few years of being an independent contractor are honestly really challenging. Those challenges will never go away — there is nothing I can do to make that challenge evaporate — but not every single part of it needs to be difficult.”
Shindelar’s work on the podcast, Community + Think Tank and academy immerses her in a constant stream of new approaches and viewpoints — a situation she deems crucial to anyone’s success. “There is a really powerful component that comes with surrounding yourself with people that are going to elevate you, push you, challenge you and provide a different perspective,” she says. “It is important to build a community of travel advisors for yourself, but also other small-business owners. I think the old adage is, you are the average of the five people you spend the most time with. This should be considered in both your professional life and your personal life. When you build that kind community around yourself, you are always in a state of learning.”
After a podcast episode featuring an Enneagram coach, Whitney Shindelar was inspired to send a questionnaire to each new client to help her uncover their Enneagram personality.
DIGITAL DNA
WORDS / LESLIE LANG
We all know it’s critical for a travel agency to have a solid social media presence. After all, that’s where so many of your potential clients are spending their time.
They’re out there scrolling through Facebook posts, double tapping gorgeous Instagram photos, and dreaming about the incredible journeys they could take. When you make sure that your well-prepared destination posts are some of the ones they see, not only do you build credibility for your agency, but they’ll come to you to help them plan their trips.
Many travel agencies focus on five platforms: Facebook, Instagram, Pinterest, Twitter and LinkedIn. But it can take considerable effort to develop strategies for each, as individual platforms require their own focus and requirements.
The good news is that you can simplify the task with a social media management platform like Hootsuite, which has become a trusted tool across many industries. You just sign into its one dashboard, and from that one-stop shop, you can plan, format and schedule social media posts for various platforms.
Make the most of Hootsuite
Follow these tips, and you may just become a social media pro — or at least post like one. (And importantly, you’ll have more time to work with your ever-increasing client list.)
1. Schedule posts in advance. You can schedule up to 350 posts in advance and multiple colleagues can collaborate on drafts. When you create a post in the Hootsuite Planner and then hit “duplicate,” you can edit its hashtags, size and links to create
similar posts for other platforms without starting from scratch. You can also use “duplicate” every time you begin a new post, so your posts have a consistent look from one to the next.
2. Use Ow.ly, the free link shortener that cuts URLs down to save space and offer a cleaner look in posts. As an alternative, you can also move up a level and use vanity URLs that brand your company.
3. Prioritize eye-catching pictures. Hootsuite’s library provides free, high-quality images that you can filter and crop (using sizes preset for the major platforms). You can also easily add text, stickers and frames.
4. Always review the AutoScheduler, which checks your posting schedule and finds the gaps that will give you the highest
likelihood of engagement.
5. Explore expanded offerings. Business and Enterprise users at Hootsuite get their own content libraries, where they can store templates and preapproved images for future use. As you continue to grow your social media presence and scale your business, tools like this can help you become more efficient.
Make sure to monitor your progress and connect with your audience
Connecting with your audience is key: Not only can it boost engagement, but it allows your followers to feel heard. Here are a few tips to keep in mind.
• Monitor your social media channels, watch for mentions and keep an eye on
Additional Ways To Expand Your Reach (Based
on Budget):
TWEETDECK: A free tool that helps manage and schedule Twitter posts
BUFFER: An account that lets you manage up to three channels for free, otherwise, it’s $5/month per social channel
FACEBOOK CREATOR STUDIO: This free dashboard allows users to manage multiple Facebook and Instagram accounts.
SPROUT SOCIAL: For those ready to make a serious investment in social and gain insight into their customer base, this platform allows users to manage five platforms starting at $89/month. More powerful tools are up to $249/month
SPRINKLR: This enterprise tool allows you to manage 30-plus platforms; custom price quotes are developed based on need.
specific keywords or hashtags in the Streams feature; you can reply from there, too.
• The Inbox lets you respond to direct messages and comments from all of your various platforms in one spot.
• Keep engagement up and respond quickly by using Hootsuite’s reply templates. Consider keeping answers to FAQs in the content library so you can easily copy and paste, and integrate your Facebook messenger bot, so it automatically sends conversations to your customer service team.
• View your metrics, including numbers of fans and followers, posts and tweets, engagement, traffic, post performance, clicks and more, with Hootsuite Analytics.
• When a post comes in with a technical question, click on Assignments to assign and send that message to the person who can best answer it.
TECH TO KNOW: SOAR
WORDS / ANDREA SEDLACEK
Fear of flying is no joke — calm your clients with this app.
Not everyone has ventured back into air travel. And when they finally do, it may understandably come with some anxiety. So, what can you as a travel advisor do to help ease those anxious feelings? Give them an easy-to-use tool designed to calm flying fears. Try the SOAR app.
The SOAR app is part of the overall SOAR program, developed in 1982 by Tom Bunn, a pilot, licensed therapist and author, to help people conquer their fear of flying. The app, which claims to have “opened up the world to 10,000 fearful fliers,” is one of the six best apps for nervous fliers according to The Points Guy and is recommended by thefearofflying.com, a website dedicated to helping people overcome aerophobia (the fear of flying).
SOAR President and founder Capt. Tom Bunn (bottom right) and his class with USAF F-100
SOAR isn’t just limited to the flight itself; it also helps users through the getting-ready phase of air travel and through the airport experience.
How does it work?
The main idea of the app is to arm users with knowledge about planes, turbulence and flying overall. It provides users with a G-force meter to help them understand that they are safe, even in moments of turbulence. It also has immediate access to weather information and turbulence forecasts so users can know what to expect weather-wise ahead of their flight.
SOAR isn’t just limited to the flight itself; it also helps users through the getting-ready phase of air travel and through the airport experience — which can definitely be stressful with security checkpoints, confusing terminals and in-airport transportation like trams and buses. The app walks users through something called the 5-4-3-2-1 exercise that guides users to focus on things they can see, hear and feel to help reduce anxiety. There is also guidance to help users “calibrate your instrument,” with “your instrument” being your body.
With guidance that walks users through takeoff, climbing and cruising to altitude, descent, approaching at the airport and finally the landing, nervous fliers will likely feel supported through the entire flight experience on the app.
The app also includes downloadable videos (for a cost) that allow users to take Capt. Tom, the creator of the app, along with them on their flight. The videos coach users through their flights and explain what is happening in the cockpit amongst the flight crew. Even more resources are available on the SOAR program’s website, fearofflying.com.
How much does it cost?
SOAR is available in the App Store and on Google Play for free, and there are many in-app purchases available.
A Few More Calming Apps
1. SkyGuru Like the SOAR app, SkyGuru was also designed by a pilot. It provides weather and turbulence forecasts to help users mentally prepare. There are both free and paid versions in both the App Store and on Google Play.
2. Master Fear of Flying This app was developed by two clinical psychologists and uses a series of questionnaires to learn about users and then provide a personalized recovery program to address the specific fears that cause them stress. It is available in the App Store for 99 cents.
3.Calm Though intended to be a mediation app, Calm is a good choice for those looking for an app that can be used in other parts of life. Users can choose meditations of different lengths and different goals, like for better sleep, to develop gratitude and to reduce anxiety. Calm has a kids version, which may be helpful for first-time fliers. It’s free in the App Store and on Google Play, with in-app purchases available.
The People, Places and Companies
DOING IT RIGHT IN 2021
IT HAS BEEN A DOOZY OF A YEAR FOR THE TRAVEL INDUSTRY, BUT MANY HAVE BEEN GOING ABOVE AND BEYOND TO KEEP THE WHEELS TURNING.
WORDS / ELISA PARHAD
2021 has been a year of growth and community — and many made significant contributions to help the industry push forward. Here are the people, places and things that made an impact in 2021, including star travel advisors, disruptive industry organizations and destinations doing things right.
NOISEMAKER #1
SHERYL BAYERS, TRAVEL ADVISOR AT TRAVELPLEX
Sheryl Bayers worked for 32 years as a financial analyst in corporate America before she found her passion for planning trips professionally. “I always loved to plan travel and I did all my family’s annual trips,” she says. But it wasn’t until her husband did a web redesign for a travel agency in 2015 that she was officially invited to get into the business. Bayers immediately found success, which she credits to her personal touch and the connections she forges with clients. “I have a hard time calling the people I work with clients, I call them friends,” she admits.
Regardless of the moniker, they have come back in droves this year, ready to get back to travel. “This increase in business has required me to put a bit more structure in place to keep up with this growth (and my sanity),” she says. “I have added administrative staff this year to help with the increased business, but I still find time to call each customer before they travel. They love this personal touch that allows them to ask any last-minute questions before their trip.”
NOISEMAKER #2
THE
As a leader in safe tourism practices during the pandemic, the Dominican Republic deserves applause for its vision during a time of deep uncertainty in tourism. In September 2020, President Luis Abinader Corona and Minister of Tourism David Collado implemented the Responsible Tourism Recovery Plan to help the country, its workers and visitors reemerge from the travel hiatus safely. The plan includes a 100% vaccination rate for all tourism service personnel (mandated by the Dominican Republic government), random breath tests at all international airports and a generous, government-funded healthcare plan for tourists covering all types of emergencies, including a possible coronavirus contagion. While health insurance is no longer offered for free, the recovery plan has proved to be a
success. Even the World Tourism Organization Secretary-General Zurab Pololikashvili publicly commended the efforts, noting that “Reestablishing trust in travel is a key first step towards tourism recovery, bringing hope to millions of people in the Americas and igniting the economic recuperation in general.”
Along with other tourism leaders in the Americas, the country has also pledged to emphasize innovation and digital transformation, develop sustainable tourism, and strengthen support mechanisms for workers and impacted companies. With a rich culture, 1,000 miles of coastline and a year-round temperate climate, forward-thinking initiatives and nailing a safe reopening is simply another reason the Dominican Republic makes a great destination.
NOISEMAKER #3
RYAN DONCSECZ, GROUPS DEPARTMENT MANAGER AT VIP VACATIONS
The travel bug caught Ryan Doncsecz at an early age. At 16, he was an advanced scuba diver and had traveled to exotic destinations all over the world. In high school, he continued his travels with choir and band, to places like Disney World and Disneyland. Now, as manager of the Groups Department at VIP Vacations, Doncsecz leads similar groups to theme parks, bowl games, music festivals, Broadway shows and sporting events. The company has even arranged choirs to sing at the Vatican and tour around Italy. For this trained baritone and music major, his work is a dream come true.
Doncsecz also helps couples plan destination weddings and recently became a specialist for those wanting to get away to niche destinations such as Thailand, South Africa and Peru.
“With so much negativity and tough news in 2020, my goal for 2021 was to be a positive influence to my team, clients and industry partners,” he says. And, it seems to have paid off with a very busy 2022 season for VIP.
“With so much uncertainty around travel, the fact that we have this many couples and group leaders still entrusting their big days to the VIP team speaks volumes to our service. What has made this year and the outlook for 2022 a little different than the past is that groups themselves are bigger, with more guests to help, and more protocols to explain. We now service and communicate with the ‘individual traveler’ five times as much as in the past, so the fact that our service levels have stayed high is a true testament to the VIP team approach.”
NOISEMAKER #4
KIM GOLDSTEIN, PRESIDENT AND TRAVEL CONSULTANT AT JOURNEYS INC.
Kim Goldstein started in the world of travel and tourism in 2006 after a chance meeting with a travel advisor in a grocery store. In 2017, she bought the very company she started at — Journeys Inc., which has now been in business for 30 years. From Disney to Sandals to the Caribbean, “I’ve sold the whole world,” she says. Today, she primarily books destination travel like honeymoons and family vacations for satisfied clients who come back again and again when they choose to travel for their major life events.
Now that her clients are feeling ready to travel, business is back with a bang. She attributes this to excellent communication within her team and a unique focus on the customer communication experience for clients. “When it was announced that travelers entering or returning to the United States would need to require proof of vaccine or a negative COVID test, for example, we were already working on updating all of our email sequences to ensure our clients were notified.”
While she does a brisk business in sales, Goldstein is a team player who is quick to offer help to other advisors. “I don’t see other agencies as being my competitors,” she says. “I see the internet being my competitor. The more we work together, the more successful we all are.”
NOISEMAKER #5
WENDY HICKS, PROFESSIONAL TRAVEL ADVISOR AT UNIQUE ROMANCE TRAVEL & DESTINATION WEDDINGS
Wendy Hicks has been a travel agent since 1980, but it wasn’t until about 13 years ago that she found her niche in destination weddings and romance travel. Perhaps it helped that she had her own destination wedding in Hawaii several years prior. In 2020 — in the midst of the COVID shutdown — she joined Unique Romance and Destination Weddings. “Although the commissions weren’t coming, I was still at my desk all day, every day, for all of 2020,” she admits. “All of the weddings that were on the books that had to be canceled, rebooked or refunded were taken care of. I feel proud of that. Now, there is a huge pent-up demand for travel and an optimism that things are going to be much better going forward.”
For Hicks, a booming business comes down to her love of working with people and having boots on the ground. “Personal experience makes a huge difference,” she says. “It’s really helpful to have seen a place personally.” The fact that she has always loved to travel doesn’t hurt either. Although she lives and works in the Northern California town of Cotati, she considers Mexico a second home — a destination she regularly visits for both work and pleasure.
NOISEMAKER #6
STEPHANIE JONES, FOUNDER & CEO OF NATIONAL BLACKS IN TRAVEL AND TOURISM COLLABORATIVE (BTT)
Stephanie Jones has a dream for travel and tourism: for it to be a more diverse, equitable and inclusive sphere for all. As a tourism development consultant, she works with destinations to develop programs that bring cultural heritage tourism to the forefront and attract multicultural travelers to businesses in underserved communities within those destinations.
For years, Jones has been one to watch, having helped to create several innovative tourism initiatives, such as Culture onShore, the world’s first global marketplace for cultural heritage tours and activities, and Black Cultural Heritage Tours. This year she furthered her dream for equitable tourism by forming the National Blacks in Travel and Tourism Collaborative (BTT). Created in response to the 2020 global pandemic and the Black Lives Matter movement, BTT assists small Black tourism businesses to access equitable opportunities in the industry through the Black Tourism Talent Directory and the Diversity Tourism Academy. The organization also hosts programs like the DEI Deep Dive Masterclass Series, Diversity Tourism Academy and Black Speaker’s Bureau.
For the benefit of us all, Jones is activating her dream one project at a time. “I always speak with truth and transparency even when my words may not be viewed as politically correct or popular,” she says. “My intent is to use my global platform and seats at tables to challenge the status quo and to represent voices and faces of the underrepresented and underserved to help create broader diversity, inclusion and equitable opportunities to level the playing field for Blacks in travel and tourism.”
Last July, Norwegian Cruise Line’s Norwegian Jade made the first sailing for the cruise line in 500 days out of a new home port in Athens, Greece. Another celebratory moment came in August, when Norwegian Encore became the first ship to return to service in U.S. waters, sailing from Seattle to kick off the Alaska cruise season.
Instrumental in achieving these milestones is Norwegian’s SailSAFE Global Health and Wellness program, which provides regulations to ensure the safety of everyone aboard their ships. Implemented in the midst of the COVID pandemic, SailSAFE requires full vaccination status for both guests and crew, free testing and screenings at ports prior to embarkation as well as medical-grade filtration systems throughout the ship. The perk of this program is that guests and crew can enjoy cruises as if it were 2019 again, without the use of masks, social distancing or venue or capacity limitations.
Despite the industry hardships of 2020, Norwegian Cruise Line President and CEO Harry Sommer is looking forward to a bright future with, “reimagined port of calls, amazing itineraries for extraordinary journeys, fleetwide enhancements, plus the much-anticipated launch of our brand-new class of ships, and so much more.” The SailSAFE program is in place through the end of 2021, at which time a reassessment will determine requirements for future sailings, or the need to change course.
ANDY OGG, CTIE AND CO-OWNER/ CEO OF TRAVEL PROFESSIONAL NEWS, HOMEBASEDTRAVELAGENT.COM AND FINDAHOSTTRAVELAGENCY.COM
No one in the industry gives travel advisors better insights into the world of host agencies than Andy Ogg. Co-owner and CEO of Travel Professional News, HomeBasedTravelAgent.com and FindaHostTravelAgency.com, Ogg is currently taking over the family business from his parents, Tom and Joanie Ogg. In early 2020, before the pandemic lockdown, all were on a celebratory trip in Mexico to commemorate their most successful year since starting the business — and then travel fell off a cliff.
“We lost a very significant amount of our business,” Ogg says. “We made a choice to stand with our clients.” While this decision meant late nights, low pay and faith that everything would work out, the family business persevered. Two big changes in 2021 that have helped make the business stronger include a move from San Diego to Surprise, Arizona, and collaborations with industry leaders. “When 2021 started, I printed out a sign that said ‘COLLABORATION’ and put it on my computer screen,” he says. “Since then, we have developed fantastic new training platforms with The Travel Institute, we’ve initiated a great partnership with VAX regarding host agency education and we’ve continued to support home-based travel agents with free marketing goods, free information and helpful tips, tricks and tools so agents can build their business back in a post-pandemic world.”
Even more impressive, Ogg has accomplished all of this while facing a personal challenge: A gene mutation known as Retinitis Pigmentosa (RP) has left him legally blind in recent years. But this is just something else he takes in stride, this time with the help of a 40-inch monitor as well as voice-over, voice-to-text and screen-reading technologies in his office. When he is not sending his travel colleagues the best insight on industry issues, you can find him enjoying the outdoors in his new Arizona home with his wife and two daughters.
NOISEMAKER #7
NOISEMAKER #8
MICHEL VERDURE/NORWEGIAN CRUISE LINE
NOISEMAKER #9
EBEN PECK, EXECUTIVE VICE PRESIDENT OF ADVOCACY FOR THE AMERICAN SOCIETY OF TRAVEL
ADVISORS
In what was arguably another challenging year for travel agencies and advisors, Eben Peck has been an invaluable first line of defense for the industry. As executive vice president of advocacy for the American Society of Travel Advisors (ASTA), Peck has had a full plate of issues to fight for, including the easing of cruise line restrictions, the passage of the Alaska Tourism Restoration Act and ensuring pandemic relief money is available for constituents, among other important issues.
ASTA has been grounded in advocacy since its founding in 1931 when it launched with the mission “to facilitate the business of selling travel through effective representation, shared knowledge and the enhancement of professionalism.” In recent months, Peck ramped up this work on a massive scale. “When crisis struck, ASTA and its members responded on a scale that dwarfed our previous lobbying campaigns,” he says. “Since the onset of COVID, we have conducted over 425 congressional meetings, a number that includes those conducted during ASTA’s Legislative Day 2021 in May. We have run 28 separate federal and state grassroots campaigns, resulting in 30,000 people sending emails and making phone calls to elected officials to the tune of 120,000 advocacy contacts. Compare this to our previous record of 2,900 people participating in the California Assembly Bill 5 campaign in 2019.”
Steeped in decades of government affairs and advocacy work, Peck’s experience has primed him for this moment. With many wins this year (and many more to go), advisors are thrilled to have someone as knowledgeable, passionate and effective on their side.
NOISEMAKER #10
JACOB SARK, SALES MANAGER AT SVH TRAVEL
Growing up within a family-owned travel agency, Jacob Sark was no stranger to travel as a child. “Traveling for me has always been a mix of pleasure and business. We travel and enjoy ourselves, but when the morning comes, it’s time for a site inspection.” SVH Travel was started by Sark’s father nearly 30 years ago in Glendale, California. Today, Sark helps run the business alongside his father and brother, leading a team of eight advisors as sales manager.
“What differentiates us is hands-on experience and knowledge,” he explains. “With that knowledge, we bring to each customer, we can tell them what to do and what not to do in each destination. We actually have that first-hand knowledge, you aren’t just looking at how many stars a place gets online. We want to know what we are talking about.”
When the pandemic hit, Sark and his team sprang into action, keeping clients informed. “We updated them. We shared the latest COVID information. We were keeping them constantly in the loop. So, when they were ready, they felt confident.” And now, with business back, he can go back to doing what he loves — planning stress-free and memorable vacations for others. “You know that it pays off when they call and thank you,” he says. “That is the joy for me.”
NOISEMAKER #11
KEVIN WOJCIECHOWSKI, SENIOR VICE PRESIDENT OF SALES AND DISTRIBUTION AT AMR COLLECTION
With a growing portfolio of luxury resort brands, including Secrets, Dreams and Breathless Resorts & Spas, Kevin Wojciechowski is a leader in the world of luxury resorts. In his impressive 40-year career in hospitality, Wojciechowski has spent the last 32 years in the all-inclusive segment, enabling him to call Asia, Africa, Europe, the Caribbean and the United States home.
In April 2021, Wojciechowski took the helm as senior vice president of sales and distribution at AMR Collection, the new master brand for AMResorts. In this role, he leads the global sales strategy, strengthens existing and new business partnerships, and expands opportunities for AMResorts Americas. Specifically for Wojciechowski and the sales teams, the launch of the company’s first master brand is a highlight of 2021 and a proud investment into the company and the brands that have become synonymous with all-inclusive, luxury properties.
ACHIEVING INCLUSIVITY AT THE OFFICE
WORDS / BAXSTAR J. FERGUSON
Diversity in the workplace has long been a goal of many organizations, and for good reason. We know that diverse teams have a competitive advantage that leads to increased creativity, a drive in innovation and can help expand the brand’s reach. This thinking is not just for large companies, either — the benefits trickle down to teams of any size across all industries.
A team of advisors with similar backgrounds who all think the same way is not going to help your brand grow. But, adding some new voices and perspectives into the mix can help spur innovation, which leads to increased success. Race, culture, age,
gender, sexual identity and disabilities are all factors to consider when looking to expand your business. As travelers gear up to get back to some of their favorite destinations or seek out new adventures, and advisors begin to head back to the office, now is the perfect time to consider how you can improve your own employment practices to hire and champion a diverse team. Aside from being the right thing to do, numerous studies have shown that equity, diversity and inclusion in the workforce improve economic outcomes across the board, not just for sexual and gender minorities. Here’s how you can get started today.
Understanding the intention
Equity, diversity and inclusion are three buzzwords that are often thrown around, but truly understanding them and their meanings is essential in today’s business landscape. Diversity is the presence of difference but doesn’t describe anything about the quality of diverse peoples’ experiences. Inclusion is when individual people of different social identities can have a sense of belonging within a larger group context. Equity is found in the actions and the systemic culture that ensures access to everything the group has to offer, despite the variety of different barriers faced by a diverse team. For any of these efforts to be effective, they must all be actively practiced.
Why diversity makes a difference
Besides the obvious advantages of being known as a quality employer with a diverse
workforce, the breadth of knowledge and experience brought to a team by empowered and diverse workers cannot be overlooked. The safety and comfort of a destination is a prime example, especially when it comes to serving LGBTQIA+ clients. “No matter how hard members of historically represented groups try, they lack the lived experience to understand the perspective of potential LGBTQ+ clients,” says travel advisor Veronica Hanson, owner of Nomad Veronica. “Life happens in the nuances. It is generally easy enough to look up laws concerning LGBTQ+ rights in a foreign country, but that never paints the whole picture.”
Attracting diverse employees
The current job market is hot, which means that if you want to field a qualified, dedicated and diverse team of employees, you need to be ultra-competitive in your offerings.
You can do this by maximizing your EVP, or your employer value proposition. What is it that you offer to employees that they can’t get anywhere else? This is an area that can allow you to offer perks that appeal to workers outside of your own peer group. Professional development opportunities, child care stipends or in-office care, flexible time and family leave, and a robust health care benefits package that allows employees access to supportive, LGBTQIA-positive service providers can all be appealing.
More creative offerings are also appealing. These can include involvement with the nonprofit sector, from small things like offering employees time off to volunteer with a local organization like Lambda Legal or matching donations to charities like The Trevor Project, to bigger commitments like partnering with an immigrant and refugee reunification project.
Throughout the application process, it’s important that employers consider the barriers that applicants from different communities might face.
• How much time does it take to apply for an open position?
• How many interviews are required before a decision is made?
• What kind of forms will you have applicants fill out, and which questions will you ask about their various identities?
• What identification, if any, will you ask of people, and how might this work if the name they use is not their legal name?
• Will interviews happen in person or are other options available?
• How accessible is your office to disabled applicants?
ROBERT KNESCHKE/SHUTTERSTOCK.COM
“Employers should start showing applicants that their company culture is truly inclusive in their recruitment efforts,” says Corritta Lewis, a veteran HR technologist turned travel advisor and owner of It’s A Family Thing. “Take the time to reach out to LGBTQ+ organizations in disenfranchised areas to welcome potential employees who wouldn’t otherwise apply. Make the effort to seek out different trains of thought.”
Throughout the application process, it’s important that employers consider the barriers that applicants from different communities might face (see sidebar).
“It’s important to have an HR team that can understand the LGBTQ+ community and offer resources to actively help those employees,” says Lewis. “In doing so, you will foster a culture of fairness and support from the very beginning of the hiring process.”
The support doesn’t stop when the new hire starts
Once you have a varied group of people, it’s important to facilitate an environment in which they truly feel included, and where their perspective and ideas are appreciated and supported.
A survey from Harvard Business Review found what diverse employees have known for a long time: People who don’t experience
bias underestimate the frequency and impact of biases that marginalized employees face in the workplace on a day-to-day basis. More than half of the diverse employees among the 16,000 people surveyed reported pervasive bias throughout their daily work experience.
Company culture remains one of the largest obstacles to attracting and retaining diverse employees, impacting their ability to feel included in the team and driving their experience of equity (or the lack thereof) in the workplace. It can also be a massive blind spot that thwarts even the best-laid plans for positive and effective action. If unconscious biases in the way your business operates are actively creating challenges for your most marginalized employees, your efforts to encourage their development will be worth next to nothing.
“I’ve always felt that members of minority communities end up having to do a lot of heavy lifting by educating majority groups around them,” says Hanson. “I think it’s up to the agency and advisors to get out and find information from a number of sources and build a knowledge base that doesn’t depend on asking the one new LGBTQ+ employee. A representative culture is one that elevates ideas, questions and expertise. It’s up to the leadership and coworkers to create that culture, and not the other way around.”
FIND THE RIGHT FINANCIAL PROS FOR YOUR BUSINESS
YOU KNOW WHY PEOPLE HIRE TRAVEL PROS. NOW IT’S TIME FOR YOU TO HIRE SOMEONE WHO UNDERSTANDS FINANCES.
WORDS / LAUREL DELP
These days, when you consider nearly any aspect of living, there’s usually a trusty app you can turn to. But travel agencies — whether sole proprietorships, large business or small teams — have complicated bookkeeping issues. As tempting as less expensive online bookkeeping and tax software can be, you’re almost always better positioned with a personal, enduring relationship with professionals who can guide you and save you time, energy and money down the road.
So how can you get started? We’re breaking down how to find the best financial team based on your needs heading into the 2022 tax season.
Pro tip: You may need to hire a team
“You know the obvious; you hire a professional because they’re professional,” says Kayce Gerlach, CPA, CGMA and CEPA, who specializes in travel and hospitality at Rapid City, South Dakota-based Casey Peterson CPAs & Financial Advisors. “If I’m traveling, I hire a travel professional
Kayce Gerlach, CPA, CGMA and CEPA, who specializes in travel and hospitality at Casey Peterson CPAs & Financial Advisors
Peter Giersch, managing director of Giersch Group
Smart Moves for Travel Business Pros
• Keep your personal and business expenses separate.
• Consider setting up a separate account for client down payments. It’s not critical, but with one, you’re not robbing Peter to pay Paul, so to speak.
• Keep every single business-related receipt.
• If you use your car for both personal and business trips, carefully log the mileage for each.
“Everybody knows you need to get your taxes done and that you need to understand revenue versus expenses and equity versus debt.”
— Kayce Gerlach
because it saves me time searching reviews and saves me money, because they keep up on the twists of the industry. Well, that’s the same for tax or accounting purposes. We keep up on what’s changing in the tax laws to help travel agents or agencies get all the deductions they can, while helping them to know what is a deduction and what’s not.”
In the opinion of Peter Giersch, managing director of Milwaukee-based Giersch Group, a bookkeeping and management advisory firm with numerous travel and hospitality clients, having a bookkeeper is also key.
“It’s tricky,” he says. “There are two things you need. One is a bookkeeper and one is a CPA. The bookkeeper turns your financial transactions into financial statements. A CPA will file your taxes. Sometimes a CPA can also do your bookkeeping, but it’s a rare find.”
Getting ready to file taxes isn’t something that should suddenly occur to you the first week in April. It’s a year-round activity, and a good bookkeeper and CPA can shepherd you so that tax season doesn’t become an exercise in biting nails the week before the deadline.
Get a clear picture of your business
Financial statements are handy for more than just taxes. “Everybody knows you need to get your taxes done and that you need to understand revenue versus expenses and equity versus debt,” explains Giersch. But, he adds, there’s another key reason for understanding your financial statements: they tell you, not just the IRS, where your business is going.
“We say there are three audiences,” he explains. The first audience is the IRS because more than anything else, you need to pay your taxes. The second audience is someone who may want to invest in your business. Looking to get a bank loan, take on a partner or find an investor?
As a key decision making factor, they will want to know whether you’re making money, and if so, how much. The third audience is going to be you, and that, according to Giersch, is the most important. “As a business owner, you need to know if you’re making money, if you’re losing money, if you’re pricing right, if your margin is right. Should you hire staff? Can you afford to invest? You need your financial information to answer all of those important questions.”
Find the right experts
Giersch warns that bookkeeping is something that’s best left to the professionals.
“Bookkeeping can seem straightforward, and many have someone on their team take responsibility for this,” he notes. “Unfortunately, I’ve seen this end badly — many times, it even ends up costing them more to fix the issue.”
Word-of-mouth and personal recommendations are a great way to find someone to work with. But if you have no one to ask, then at least narrow the search field. You want someone who either specializes in working with travel advisors or has enough experience with small business issues to provide the expertise you need, he advises.
When it comes to accounting, many people may be tempted to rely on their bookkeeper, but that may not be the best bet for business owners. A CPA can represent you in the case of an audit. There are limitations on other tax preparers, but not on CPAs (Certified Public Accountants), tax attorneys or EAs (Enrolled Agents).
If you’ve found a CPA you like and want
“We keep up on the changes in tax law every day. We’re reading and following what’s going on in Congress and can make sure to clearly share what counts as a deduction and what does not.”
— Kayce Gerlach
When researching potential providers, watch out for these red flags:
• A tax preparer who brags about hidden deductions they’ll use to save you money.
• A tax preparer who doesn’t electronically file (the IRS requires all tax preparers filing more than 10 tax returns to e-File, so you’d be dealing with someone with very few clients).
• Make sure the accountant is clear about the fees. If they calculate their fees via a percentage of your return, there is likely a better option.
to investigate further (see sidebar), you can also search the IRS directory for approved tax preparers and check with your State Board of Accountancy. Of course, you should also check that any preparer’s license number (PTIN) is legitimate and current. You can also check for issues with the Better Business Bureau, and search tax professionals’ organizations, like the NATP or the AICPA.
Avoid common tax and accounting mistakes
Gerlach says that the most common mistake he sees when business owners do their taxes is deducting items they shouldn’t, especially personal items. “We keep up on the changes in tax law every day. We’re reading and following what’s going on in Congress and can make sure to clearly share what counts as a deduction and what does not,” he says.
Here are a few common rules about deductions that are helpful to have on hand: If you’re working from home in a different state than your place of business, you may be liable for taxes in both states. And as an employee working from home, you cannot deduct office space, but your employer might be able to deduct supplies or equipment given to you.
“CPAs save people valuable time,” Gerlach says. “The tax code is really complicated. We see that when people prepare their own tax returns, they may spend a whole day pulling data together and then trying to get it into TurboTax. If you work with an accountant, it relieves you of that burden. It saves time, saves money, we can answer questions, and we can help do planning before the end of the year. We can give clients peace of mind. When they hire someone professional to do the work, they know it’s right.”
AFFORDABLE ACCOMMODATIONS ACROSS AMERICA
WE’VE SCOURED THE COUNTRY FOR A FEW HOTEL GEMS THAT OFFER CLIENTS THE MOST BANG FOR THEIR BUCK DURING A STAY.
WORDS / ELISA PARHAD
When clients need to stay for less, there is no need to skimp on amenities, style or location. Whether it’s a sleek city stay or a relaxing beachside destination, deals abound in a wide variety of hotels that will leave clients thrilled — with dollars still remaining in their wallets. Capping nightly prices at just over $300, the bang that guests can get for their buck may surprise you (and even inspire your own budget getaway).
RISE
UPTOWN
Fun, playful, and stylish, Rise Uptown hotel resides in a historic midcentury property in Phoenix’s Uptown neighborhood. The property’s local owners took on the opportunity during the COVID-19 downturn to renovate the former ARRIVE Phoenix property into a breezy, retro destination and reconnect with the local community. Rise Uptown’s brilliance lies in amplifying Phoenix’s sunny vibes and focusing in on those little details that take the ho-hum out of the typical hotel experience. Guests are greeted with a handcrafted paleta-style popsicle, have access to the hometown favorite Cartel Coffee Lab for pastries and coffee, and can check out tunes from a curated record collection for in-room record players. The on-site Lylo Swim Club allows guests a chance to “lie low” poolside (a take on the U.K. term for swim floats) with an optional craft cocktail in hand. The cherry on top is at the Don Woods’ Say When, an open-air rooftop lounge with cityscape views.
Starting at $189
PHOENIX
HOTEL ZENA
WASHINGTON, D.C.
At the heart of Hotel Zena, found at the base of Washington, D.C.’s emerging 14th Street, is provocative and immersive art celebrating women’s accomplishments. Among the hotel’s 60 pieces of art is a large-scale portrait of the late Justice Ruth Bader Ginsburg, while a wall of the hotel’s restaurant is adorned with 12,000 protest buttons from decades of female marches and events. Guest rooms continue the theme of feminine strength with a translucent portrait of Artemis, protector of mothers, with a quiver in hand. As a Viceroy Hotel and Resort, all 191 rooms feature sleek design with soft, warm hues, promoting rest and relaxation.
Starting at $206
GRADUATE NASHVILLE
NASHVILLE, TENNESSEE (AND OTHER LOCATIONS)
For anyone who has traveled to an iconic college town, Graduate Hotels may be a known commodity. With 32 properties (and counting) across the U.S. and U.K., the idea to create an affordable, fun hotel that matches the spirit of the local college has been a wild success. One of our favorites? Graduate Nashville. This funky, floral hotel embodies the spirit of Vanderbilt University and Nashville’s music culture for a style that’s a little bit Dolly Parton, a little bit Commodores and a whole lot of Opry. CEO and founder Ben Weprin dreamed up the concept for the Graduate Hotels while living in Nashville, and in 2019 (after developing 22 properties), he brought the concept back to the place that started it all. In addition to its uniquely Southern flair, guests can enjoy a karaoke bar with an animatronic band, an all-pink rooftop lounge, an on-site taco truck and cafe, and the chance to ride through Music City in a restored 1990 white Cadillac stretch limo.
Starting at $279
21C MUSEUM HOTELS
KANSAS CITY, MISSOURI (AND OTHER LOCATIONS)
When 21c Museum Hotel founders Laura Lee Brown and Steve Wilson set out to fuse the contemporary art world with hospitality, they created North America’s only multivenue museum dedicated to collecting and exhibiting art of the 21st century. The catch?
All nine (soon to be 11) 21c Hotels are found in a region many in the art world don’t frequent often: the Midwest. Like their other locations, the Kansas City hotel is a meticulously rehabilitated historic building. Guests can expect well-appointed rooms and a chance to preview emerging artists with in-house rotating exhibitions, commissioned installations and docent tours.
Starting at $145
DREAM MIDTOWN
NEW YORK CITY (AND OTHER LOCATIONS)
Step outside Dream Midtown and you’ll be amidst the most iconic landmarks of Manhattan: Times Square, Central Park, Broadway, Rockefeller Center, and Madison and Fifth Avenue shopping. In addition to a prime location, Dream Midtown is housed in a beautifully restored 1895 Beaux Arts flatiron building with 221 luxurious rooms. The Dream Hotel brand prides itself on exceptional concierge service, built-in dining and nightlife (like the location’s Fellini-inspired bistro, a chic lobby bar and an open-air rooftop lounge) and upscale amenities. Other Dream Hotel locations — Hollywood, South Beach and Nashville — offer similar amenities at prices that won’t bust the bank.
Starting at $149
HARMON GUEST HOUSE
HEALDSBURG, CALIFORNIA
For those who are looking for a taste of Napa without the crowds, Harmon Guest House offers easy access to three of Sonoma Valley’s premiere wine locales — the Alexander Valley, the Dry Creek Valley and the Russian River Valley. The hotel’s architecturally stunning building is modern yet cozy, and is LEED Gold Certified. There are 39 guest rooms, including six suites, each with a balcony or patio offering views of the hotel’s private creekside deck or nearby mountains. Named after Healdsburg’s founder, the Harmon Guest House doesn’t skimp when it comes to sustainable offerings and restorative design to create a true oasis in the heart of wine country.
Starting at $269
HOTEL DROVER
FORT WORTH, TEXAS
The new Hotel Drover is the anchor of the ongoing $500 million revitalization of Fort Worth’s historic Stockyards District, where guests can take a guided tour in the footsteps of cowboys, watch the twice-daily cattle drive and two-step at Billy Bob’s Texas. The hotel is an approachable yet stylish Autograph Collection property that pays homage to Fort Worth’s Western roots. Neon cowboy sculptures flank the entrance, oneof-a-kind rooms are adorned with Americana motifs, boutiques sell artisan Western clothing and accessories, and signature Texan-fare is served at 97 West Kitchen & Bar. The hotel’s Backyard venue is dotted with oak, magnolia and cypress trees that sway above the heated pool and hot tub, while nearby, guests can enjoy lawn games, live music and roasting s’mores. Starting at $308.
Starting at $308
HOTEL FIGUEROA
Since its opening in 1926, Hotel Figueroa has been an oasis within the heart of downtown Los Angeles. What began as a women-only hostel is still a sanctuary for solo female travelers and anyone who supports the female spirit — even the pool is rumored to have been built in a coffin shape to symbolically “bury the patriarchy.” Today, the Hotel Figueroa reflects its deeply rooted women’s movement history with a refined but eclectic style and a boho twist. Be sure to check out the property’s Featured Artist, whose work is displayed throughout the building along with the Featured Artist Suite, where guests can have their own personal mini-museum experience with their art.
Starting at $249
LOS ANGELES
HOTEL PETER & PAUL
NEW ORLEANS
In a city as unique as New Orleans, it’s a shame to settle for a typical hotel stay. Why not choose to rest your head in a restored historic Catholic church instead? Named for the church’s namesake saints, Hotel Peter & Paul spans four buildings — the church, schoolhouse, rectory and convent. Guests sleep in the schoolhouse and convent where each room is as varied as the instruments in a jazz band. With typical New Orleans splendor, the building was designed by the influential 19th century architect Henry Howard, and infused with classic antiques, lush fabrics and custom lighting. Located in the heart of the Marigny neighborhood, the hotel offers easy access to the jazz clubs, landmark buildings and Cajun bistros of this vibrant riverside neighborhood.
Starting at $109
THE ROOST
The Roost is a boutique hotel in the charming coastal city of Ocean Springs — once named one of Budget Travel’s Coolest Small Towns in America for its art and foodie scene. The hotel itself was also named Mississippi’s Most Beautiful Hotel by Architectural Digest, making The Roost an unbeatable destination. In true Mississippi style, live oaks line the property and some of the wood found during the property’s historic renovation has been repurposed to give the guest rooms a light and airy feel. If guests are feeling beachy, coastal sunsets are a short walk away. Or they can head to the center of town, bustling with music, shopping, art and copious amounts of Gulf Coast seafood. But locals and tourists alike head to The Roost itself to eat and imbibe at The Wilbur, a speakeasy and restaurant that pays tribute to coastal Mississippi’s rumrunning history. After all, even Al Capone — who kept a house in Ocean Springs — knew the charms of the place.
Starting at $145
OCEAN SPRINGS, MISSISSIPPI
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CAN NEW LEGISLATION SAVE THE TRAVEL INDUSTRY?
THE TRAVEL INDUSTRY CONTINUES TO STRUGGLE AMID THE PANDEMIC, BUT ONE ORGANIZATION IS WORKING BEHIND THE SCENES TO MAKE SURE RELIEF LEGISLATION DOESN’T LEAVE THIS SECTOR BEHIND.
WORDS / SARAH TRELEAVEN
Day after day, headlines on the economy all seem to report the same thing: It’s been a rough year for many industries. Eben Peck, executive vice president of advocacy for the American Society of Travel Advisors, says that, of all the economic damage wrought by COVID-19, the travel industry has likely been hit the hardest.
The key areas where advisors made their money — international travel, cruising, high-volume business travel — all disappeared overnight. “We went to zero overnight and stayed there for a long time, and we’re only starting to inch back up,” he says.
Compensation challenges for advisors
In addition to the loss of more lucrative sectors, Peck says that the way travel advisors are compensated has also made things more challenging. “Most advisors are still paid on a commission basis, and that commission check comes when the travel takes place, not when the booking is made,” he says. “So there’s a lag between when bookings started to pick back up, and when the revenue starts to roll back in. And that could be up to 10 months.” Most advisors can’t hold on that long. According to ASTA, average revenue levels were still down 82% as of July 2021 compared to 2019. And so, Peck and ASTA have spent the last 18 months laser-focused
Eben Peck, executive vice president of advocacy for the American Society of Travel Advisors, says that, of all the economic damage wrought by COVID-19, the travel industry has likely been hit the hardest.
on what the government might be able to do to help his constituents — from the largest operators to sole practitioners — get through this unprecedented period.
Grants and relief packages
Congress has passed three large COVID-19 relief packages, and some of those programs have generated benefits for the travel industry.
In December 2020, Congress created a grant program for the live events industry called the Shuttered Venue Operators Grant (SVOG). The grants, says Peck, were generous and, of course, preferable to the loans offered through other programs, like the Paycheck Protection Program (PPP). Peck says that the grants were intended for the live events industry, but they also offered support to museums, movie theatres and other venues — and his top priority is ensuring that the travel industry qualifies, as well.
A presently pending bipartisan bill with 30 co-sponsors — the Securing Access for Venue Equity (SAVE) Act — would permit travel agencies to apply for grants under this program. “Our view is that, while the government didn’t physically put yellow tape across the doors, the cumulative effect of 18 months’ worth of state, federal and international travel restrictions has been the same.” With support from ASTA, agency owners have also been nudging their local representatives.
Delayed legislative remedies
ASTA’s key legislative priority for Q4 is part of the first relief package passed by Congress: The Employee Retention Tax Credit (ERTC) created by the Coronavirus Aid, Relief and Economic Security (CARES) Act. Under this program, if a business has suffered a 20% revenue loss versus 2019, the federal government will subsidize employee wages up to $7,000 per employee, per quarter for 2021. The good news, says Peck, is that his members will have no trouble meeting that minimum threshold. But the bad news is that the revenue details
required to pay for the bill’s provisions are presently tied up in President Joe Biden’s infrastructure bill.
These delays have contributed significant headaches to travel agencies that, amidst unprecedented uncertainty, were counting on the money provided by the ERTC to bring back employees and make payroll. “To have something that’s been promised now for almost a year be taken away at the last second is obviously alarming to us,” says Peck. “We’re trying to prevent that from happening.”
Joshua Bush, CEO of Avenue Two Travel in Pennsylvania, says that these legislative remedies are about “extending the runway” while a period of acute crisis continues. “While some people are traveling, the amount of revenue coming in is not what it was previously and is not able to support the hundred staff members I have. It’s a market issue and it’s a cash flow issue, and it’s a question of getting from point A to B and keeping families fed while we wait for pent-up demand to kick in. That’s where the venue grants and the ERTC will really help us bridge the gap.”
Anticipating the end of 2021
Peck is feeling increasingly optimistic that ASTA’s advocacy will pay off for members. The newly created Tourism, Trade, and Export Promotion Subcommittee of the Senate Commerce Committee, chaired by Sen. Jacky Rosen (D-NV), held five hearings in the first three quarters of 2021. In addition to the venue grants and the ERTC, he’s anticipating additional small business relief by the end of 2021. Still, even if all goes as intended, it may take an additional four to five months before the money starts flowing to agencies — a challenging timeline for advisors and agency owners already struggling. ASTA notes that the vast majority of U.S. travel agencies — 98% — are small businesses.
“If there are 180 countries in the world, you’ve got probably 125 different systems for entry.” — Eben Peck
International travel requirements
One of the biggest obstacles to surmount, says Peck, extends far beyond the legislative capacities of the federal government. “Restarting international travel is going to be the next big challenge,” he says. “Our government is moving in the right direction, thankfully, but they’ve been very slow.” Even with relaxed, clearer and coordinated directives for American travelers and those looking to visit the United States, the world remains a mishmash of confusing restrictions. “If there are 180 countries in the world, you’ve got probably 125 different systems for entry,” says Peck. Some require full vaccination, others full vaccination with a negative test, others two negative tests or
submission to testing during certain time intervals. Still others, like Australia and New Zealand, have only recently started to hint at the reopening of borders.
Peck would love to see requirements standardized across the globe. “Just tell us, fully vaccinated plus a test before entry and those are the rules,” he says. “Because it’s kind of a mess now, and that is harder than the congressional stuff we’re dealing with. And it’s a big priority to restart international travel.”
Traveler confidence
Bush also has concerns about the erosion of consumer confidence — something that can only be overturned by the measured lifting
of travel restrictions. “We have figured out more recently that there is a safe way to travel and a balance between protecting public health and common sense measures,” he says. “These overall advocacy efforts are critically important to creating reciprocity when it comes to restrictions. We need to keep the world moving in the right direction.”
At this stage of the recovery — where it feels like things are getting better even as the immediate future remains hazy — there’s a comingling of exhaustion, hope and determination to get through the next phase.
“We’re going to have a very long recovery window,” says Peck. “COVID-19 started as a travel industry thing — in March 2020,
“While some people are traveling, the amount of revenue coming in is not what it was previously and is not able to support the hundred staff members I have.” — Joshua Bush
it was all about airlines and cruise lines and hotels. And it’s probably going to end with us being hit particularly hard. So our members need more support from the federal government. And that’s what we’re advocating for all the time, every day still.”
Circling back to life before the pandemic
While most attention is still focused on the ongoing COVID-19 crisis, fallout and recovery, Peck says that some of the longer-standing issues of concern to his members are starting to pop up again. ASTA recently filed comments on a U.S. Department of Transportation proposal to
require airlines to refund fees for checked bags that are significantly delayed. “We’re starting to talk about independent contractor regulation and REAL ID again,” he adds. He’s also seeing some members raise questions about reforming the commission model for advisors; and some agencies are consolidating to remain nimble, while there also appears to be a commensurate rise in the number of independent operators. “To be honest, it’s a welcome change,” he says. Many people yearn for the lives we had before the pandemic, but it’s increasingly clear that what has transpired since March 2020 has likely changed us irrevocably. Peck says that the basics are still the same: the innate desire
to see the world, to meet new people, and connect with old friends, the desire to experience difference is not going away. “People need a vacation,” he says. “I need a vacation.”
And while the challenges of the pandemic have disproportionately affected the travel industry, as we move through the next, uncertain phase of recovery, travel advisors may see their comparative advantage return. “Complexity is our friend,” says Peck. “Consumers are going to need someone to sort all of this out — the tests and the vaccinations, the digital passports, and this and that. There’s a great opportunity there. And it’s going to remain complicated for a number of years.”
The IMPORTANCE of COMMUNITY With VICKY GARCIA
DISCOVER HOW PHILANTHROPIC WORK CHANGED ONE WOMAN’S LIFE FOR THE BETTER.
WORDS / SARAH TRELEAVEN | PHOTOS / COURTESY OF VICKY GARCIA
Cruise Planners co-owner and Chief Operating Officer Vicky Garcia has a long history of philanthropy inside and outside of the travel industry. Last fall, Cruise Planners partnered with the Dan Marino Foundation’s Marino Campus program to provide virtual internships to young adults. Here, she talks about how helping people became a focal point in both her personal and professional life.
Cruise Planners recently partnered with the Dan Marino Foundation to support internships for students of varying abilities. How did that come about?
One of our core values at the company is to provide caring service. We always ask
ourselves how we can show that we care. When the Dan Marino Foundation came to us, we thought it was a great collaboration because we so strongly believed in their mission of empowering individuals with autism and other developmental disabilities. Coincidentally, we also needed some help in the office at that time, so it was a winwin. The foundation serves individuals with varying levels of mental and physical ability, providing internship experience that is both social and educational. We partnered with their team during COVID-19, pioneering a virtual internship program. We provided laptops and taught our interns how to use programs like Teams and Zoom. These new skills allowed the students to be more competitive in the marketplace and help them become placed virtually with other companies.
What are your hopes for this program?
At the end of the day, we just want to help these very intelligent kids. We hope to shape the program so that the participants can carry on with their education and get full-time jobs after the internship is complete.
We know this isn’t the first philanthropic effort you have made. Can you tell us more about how volunteering became so paramount in your life?
To be honest, I think it was by accident — it was not a strategic move in any way. I’m very much a team player. So, when I hear that a partnership like this is available, or
Vicky Garcia, co-owner and chief operating officer for Cruise Planners
someone is hosting an event for a cause, I feel really good about participating. I volunteered a lot early in my career. And as I grew personally and professionally, I said, “Well, why don’t I organize some events myself?”
Do you remember your early volunteer experiences?
It feels like I’ve been doing it forever — at least the small stuff, like volunteering at a charity walk, for example. But 2012 was a big year for me. A friend from the travel industry was involved in a Woman of the Year competition to raise money for the Leukemia & Lymphoma Society. Participants have to fundraise during a 10-week campaign. I brought the idea back to my team and everybody rallied together. Honestly, it was probably the best thing I ever could have done for morale at our office. Colleagues from all over the country and even my competitors in the travel industry donated to a campaign in my name, and that was so moving to me. We ended up winning by raising $115,000.
It sounds like that is a particularly proud moment. That campaign changed my life. Coming off the stage that night at the event, I was nervous — I had a crown on my head, was wearing a gala dress and was holding a big bouquet of roses. A couple came up to me to thank me, the woman sharing that her husband wouldn’t be here if it wasn’t for the Leukemia & Lymphoma Society. That moved me beyond words. After that night, I served on the board of trustees, and I now recruit other participants for Woman of the Year, focusing on the people I know in the travel field. My passion came from seeing the impact the organization has on people’s lives.
Since then, your philanthropic interests have been varied. Tell us about other causes you’ve been drawn to, and how you decide where you want to allocate your time, energy and financial resources.
We created a division within Cruise Planners
called CP Cares to collect and donate money. We’ve raised over $2 million, and the Leukemia & Lymphoma Society is our biggest benefactor. We’ve done non-monetary events that everyone can participate in too, like back-to-school supply drives. We also support an organization called SOS Children’s Villages in Coconut Creek, Florida, its primary mission being to keep foster kids together. We did a shoe drive for them one year, and we bought them all the fanciest shoes that sparkle and light up and have unicorns and Spider-Man on them. Our office participated in a beach cleanup day together, where we collected 115 pounds of garbage in one morning. We even commissioned art from the garbage we collected. And we also sponsor school sports teams from underprivileged areas. No matter the activity or event, getting involved and volunteering my time is something that I prioritize and often rearrange my schedule to accommodate. While maybe less time consuming, fundraising is also something I find rewarding. With the Leukemia & Lymphoma Society, for example, their
Vicky Garcia’s philanthropic efforts have included volunteering, nonprofit partnerships, beach cleanups, donations and more.
“I consider myself blessed and very, very lucky to be able to give back. I think your heart is harder if you don’t give to other people.”
— Vicky Garcia
mission is one I believe in wholeheartedly — they’re trying to find cures and support for people with blood cancer and blood disease. I think even just learning about that makes you a better person.
Why is it so important to you to volunteer in the community, and why do you think this work has become so central to your life?
I consider myself blessed and very, very lucky to be able to give back. I think your heart is harder if you don’t give to other people. I’m always the one looking to
donate, give my time and energy, and I’ve found that it has greatly improved my life. My life has not always been easy and there have been no silver spoons, but I feel that I can always afford to give something to somebody else in need.
Interestingly enough, I actually got diagnosed with a blood disease myself, so it has kind of come full circle. I’ve been aligned with the Leukemia & Lymphoma Society for years and they’ve been a great resource for me over the last couple of months. I don’t view my diagnosis and think, “Why me?” — instead, I’m grateful for the connections I have.
What’s one thing that you wish everyone knew about volunteering and committing a portion of your life to helping others?
I don’t know if it’s as simple as this, but you can’t take everything with you to the grave. Helping other people will come back to you in spades. It could be money. It could be assistance, like I’m getting right now. It could just be a warm, fuzzy feeling that stays with you for days after making an impact on someone’s life. There are so many ways that you benefit when you help others. And that to me, is worth it all.
A shoe drive benefited SOS Children’s Villages in Coconut Creek, Florida.
10 THINGS TO KNOW ABOUT TRAVEL + LEISURE GROUP
T+L IS OFFICIALLY ON VAX, HERE’S WHAT THAT MEANS FOR YOU.
WORDS / JENNA BUEGE
World-renowned for its wanderlust-inducing publication, curated itineraries and World’s Best collection, Travel + Leisure Group is a respected and authoritative voice in the travel industry. And as a new supplier on VAX, advisors can look forward to bringing the brand’s 50-plus years of expertise directly to their clients.
We sat down with Heena Patel, senior vice president of Travel + Leisure Clubs and Rentals to discuss the brand’s unique offerings, what advisors can expect from T+L as a supplier on VAX, and her hopes for the industry in 2022.
“We not only want to send you and your clients on vacation, we also want it to be a great experience for everyone. Travel advisors are an integral part of the T+L experience; since our launch earlier this year, one-third of all vacation bookings have been made through travel advisors.”
- Heena Patel
For travel advisors who aren’t familiar with T+L, what are the top three things they should know about your brand?
Travel + Leisure Group is focused on sending the world back on vacation in 2022 and beyond. We inspire travel experts and novices alike with our expansive curated itineraries based on inspirational content from around the world in Travel + Leisure magazine.
Secondly, with Travel + Leisure, you will find content to inspire your clients and can book the full vision or any part thereof. What’s more, you can set your own commission, too.
Lastly, membership travel is our expertise. When we acquired the Travel + Leisure brand back in January, we knew that we had an opportunity to combine our 50 years of membership travel experience with the storied 50-year history of Travel + Leisure, the most influential name in travel to inspire people to explore in a completely new way.
As a brand that launched on VAX during the pandemic, how is T+L building relationships with travel advisors and building open lines of communication?
First, we are all in this together. We stayed in contact with our existing travel partners and welcomed many new agencies to our family during the pandemic. We were able to keep consistent supply and have flexible cancellation policies to give customers and agents confidence in their bookings. We not only want to send you and your clients on vacation, we also want it to be a great experience for everyone. Travel advisors are an integral part of the T+L experience; since our launch earlier this year, one-third of all vacation bookings have been made through travel advisors.
What does T+L bring to travel advisors that’s unique to your brand?
Who hasn’t dreamed of taking a trip they saw in Travel + Leisure? Our offerings, combined with our content and curated itineraries, inspire and deliver amazing experiences for our shared customers. It’s this fantastical idea of traveling like a travel writer; taking the trips one only dreams about in the pages of a magazine and turning that inspiration into reality.
What can you tell us about the curated itineraries that you offer?
Travel + Leisure GO features 30-plus expert-curated, bookable itineraries that are inspired by the authoritative editorial content from Travel + Leisure. These fully customizable itineraries bring the pages of the magazine to life and include editor’s tips, standout experiences featured in T+L guides, and accommodations at hotels and resorts named in this year’s World’s Best Awards.
Highlights of the bookable itineraries include a comfort food tour of the Southern flavors of Savannah, [Georgia]; private dancing lessons in Cartagena, Colombia; and a sunset wildlife safari in Jackson Hole, [Wyoming]; among other exciting options.
Select Travel + Leisure within VAX to book these curated itineraries today or visit our website for full itinerary details.
How do your new products align with what travelers may have read about in Travel + Leisure magazine?
Throughout the storied 50-year history of Travel + Leisure magazine, there was never a way for consumers to easily book a trip based on the inspirational stories that they read. It may seem obvious, but of all the articles T+L has ever published, and of all the online content, there has never been a “Book Now” button — until now.
What agents will find on VAX are travel products and itineraries that connect inspirational travel stories with planning and booking tools for all travel needs, from everyday adventures to once-in-alifetime vacations. Advisors can book the same products that are on our open retail travel site — while setting their own commissions.
How many suppliers and products do you offer?
In addition to swoon-worthy destinations, travelers can also book a wide array of travel products. T+L’s inventory features more than 600,000 hotels and resorts, more than 345,000 activities, all major car rental services, dozens of airlines and more.
What’s coming up for T+L in 2022?
There are currently 70,000 travel advisors registered with T+L. This year, agents can expect to keep our flexible booking options, plus set
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
Details
their own commission, in addition to exciting new supply in all of the places their clients want to travel. We will also be launching a referral program later this year for agents who are interested in working with us to match our customers with their expertise.
Which products and destinations are you most excited to focus on and want advisors to know about? How will you present those products in a new way?
The content trusted worldwide from Travel + Leisure will continue to come to life and be a part of clients’ future vacations with more curated itineraries. Travel + Leisure recently launched 10 bookable itineraries on VAX to cities across Mexico, Travel + Leisure’s Destination of the Year for 2021.
The fully customizable itineraries feature authentic experiences like sipping local wine at a sprawling Chateau in San Miguel de Allende,
named the Top City in this year’s World’s Best Awards; discovering the expansive mural collection across Guadalajara with a private guide by day and touring the city’s vibrant nightlife, cocktail and foodie scene by night; and shopping in a local market before visiting a private home for an authentic Mexican cooking class in the historic city of Merida, the vibrant capital of Yucatán.
What are some of the major industry trends that came out of 2020 and 2021?
People want expertise as they get back out on the road. They want to maximize their vacation time and have guidance to navigate the ever-changing requirements, protocols and restrictions. They also want space, amenities and the confidence to book with a trusted brand. The trends around leisure travel will continue to grow. This is great news for us all. It also means that travelers need to book early, as 2022 is expected to be a busy travel year.
Travel Inspo Tool Kit
Power your agency’s social media and content marketing with ready-made social media images, memes and articles The time to travel is now and the time to connect with travelers is now Turn to VAX’s Travel Inspo Tool Kit to get the content you need to make those connections
https://www.vaxvacationaccess.com/toolkit
A PROFILE OF TODAY’S TRAVEL ADVISOR
AN IN-DEPTH, DATA-DRIVEN LOOK AT WHERE LEISURE TRAVEL ADVISORS STAND AT THIS MOMENT.
Who is today’s leisure travel advisor?
We’re glad you asked because we’ve been wondering, too. After forgoing our annual travel advisor survey in 2020, VAX dusted off the survey questions and sent it out to our database in August and September of this year. Combining the results we collected from 405 respondents with other recent research and information on travel advisors, here’s what we learned.
WORDS / ANDREA SEDLACEK
The basics of today’s advisors
Let’s start with some baseline demographics. VAX’s database of leisure travel advisors is 125,000 strong and growing every month. Our survey results showed that 80% of our users identify as female, 15% identify as male, 1% identify as nonbinary and 4% preferred not to answer. Research from Zippia, a platform that analyzes job postings and combines that info with real-world salary and company data to provide career outlook intelligence, found that 72.5% of travel advisors in the U.S. are women and 23% are men (and 4.5% unknown).
VAX database of leisure travel advisors is 130,000 strong
Most of our advisors fall into the baby boomer generation, with 31% being 55 to 64 years old and 22% being 65 and older. Generation X has strong representation with 26% of advisors sharing they are 45 to 54 years old and 21% of our users identifying as millennials with a bit of Generation X, being 25 to 44 years old. None of our users surveyed fit into Generation Z at 24 years old or younger. Data from Zippia found that the average age of an employed travel advisor is 51 years old.
Zippia’s data also breaks down travel advisors by ethnicity, finding that 68.7% of travel advisors in the U.S. are white, 10.2% are Hispanic or Latino, 9.8% are Asian and 7.8% are Black or African American.
Source: Zippia’s Travel Agent Demographics and Statistics in the U.S. zippia.com/travel-agent-jobs/demographics
Details on travel advisors’ employment
Interestingly, just 56% of travel advisors surveyed said they are employed full time. This was not an effect of the pandemic, since 83% said their role did not change because of it. This also differs from information from the Bureau of Labor Statistics, which says most travel advisors work full time. We’ll trust our survey data on this one. Retail travel advisors are out and independent contractors are in, according to VAX’s survey, with 37% saying they are an independent
advisor affiliated with a host and only 8% still working in the retail travel advisor model.
Another interesting finding was the number of our users who are new to the industry. Thirty percent of users surveyed have been working as a travel advisor for two to five years, 16% reported six to 10 years and 15% were more tenured advisors with 21 to 30 years under their belts.
This data point comes at no surprise: The product category most sold by travel advisors on VAX is vacation packages, with an average of 47% of those surveyed saying they sell them. Cruise is sold by an average of 23% of advisors — though not on VAX because the site does not contain a cruise booking engine.
Now for the money. More than half of advisors surveyed reported less than $100,000 in sales in the last 12 months. Considering that this includes much of 2020, that number makes sense. Keep in mind that sales do not necessarily equal salary or earnings.
If you want to know more about the salary and earnings of travel advisors, the Bureau of Labor Statistics reports that as of May 2020, the median annual wage is $42,180, with the lowest 10% earning $25,230 and the highest 10% earning $73,360 — but remember that the BLS also says most travel advisors are employed full time. Data from Zippia found that between men and women, earnings are nearly equal, with women earning 98% of what men earned. It’s nice to see almost full equality with that data point.
Recovery and the future
Travel advisors are building back all that was lost during the pandemic, and there is a lot to look forward to. When asked how their booking recovery was going, 30% of VAX’s survey respondents said they had built back 50% of their business and 6% said they had recovered more than 100%. Though that percentage is small, it’s definitely encouraging.
The Bureau of Labor Statistics projects employment for travel advisors to grow 5% from 2020 to 2030, saying: “Demand will increase for travel agents’ specialized skills in giving customers a personalized travel experience through their recommendations, advice, and ability to handle travel issues. People look to travel agents for advice on popular or unique travel destinations and experiences, and travelers are expected to enjoy the peace of mind afforded by travel agents in a post-COVID era.” Now this is something we definitely agree with them on.
This is all good news and aligns with the results of a May 2021 study of travelers conducted by the American Society of Travel Advisors and Sandals Resorts, which found that 44% of travelers who sometimes or rarely used a travel advisor before the pandemic are more likely to use a travel advisor when the pandemic is over. For those travelers who always or often used one before the pandemic, 94% said they would continue to use one post-pandemic.
The demand for travel advisors is out there. The opportunity for travel advisors is out there. It’s now up to you to capture it all, help travelers navigate the new world of travel and show the positive difference that a travel advisor can make. The future is bright — don’t forget your shades.
TRAVEL ADVISORS AND INDUSTRY FIGURES SHARE THEIR RECOVERY RESOLUTIONS.
Industry chatter on a topic that’s important to you.
“WE ARE FOCUSING ON THOSE CLIENTS WHO HAD CANCELLATIONS IN 2020/2021 AND CLIENTS WITH FUTURE TRAVEL CREDITS. ADDITIONALLY, WE ARE MAKING A CONCERTED EFFORT TO FOLLOW UP WITH PREVIOUS CLIENTS WHO HAVE TRAVELED PRIOR TO COVID AND SEE IF THEY ARE READY TO REBOOK IN 2022 AND BEYOND. WE ARE BLESSED THAT OUR CLIENT BASE WANTS TO TRAVEL AND WE CONTINUE TO GET STRONG BOOKINGS. WE ARE PERSONALLY TRAVELING BOTH BY LAND AND CRUISES SO WE CAN EXPERIENCE FOR OURSELVES THE CHANGES IN TRAVEL AND WHAT OUR CLIENTS CAN EXPECT. IT IS COMPLICATED AND IT’S IMPORTANT THAT WE GIVE THEM CLEAR INSTRUCTIONS AS TO WHAT TO DO AND EXPECT!”
Brad Oakes, owner and travel consultant for TNB Travel Dream Vacations
“As we get to 2022, my recovery resolution is to make sure our advisors and their customers know of all the wonderful opportunities that exist, and that staying home is so very 2020. The pandemic taught us that as the world changes, we have to adapt to make sure we can get them out there for that different and unique experience humans crave. Through an open mind and kindness, incredible advisors can create wonderful journeys for every type of traveler. But one, including me, must resolve to learn more, be willing to make changes, and be more positive in our messaging as we grow in 2022 and keep taking those steps into normalcy.”
Robbi Jumaa Hamida, senior vice president of Nexion Travel Group
“SOME THINGS THAT I LEARNED ARE YOU NEED TO ASK MORE PERSONAL QUESTIONS IF WE ARE TO BOOK THEIR TRIPS AND EDUCATE OUR CLIENTS EVEN MORE THAN BEFORE. I WILL BE ADDING MORE TO MY FORMS THAT THEY FILL OUT; AS AN EXAMPLE: IF THEY ARE VACCINATED. THAT PLAYS A BIG PART NOW IF TRAVELING. THEY WILL BE GETTING AN EMAIL WITH EVEN MORE INFORMATION ABOUT TRAVEL AND THE REQUIREMENTS.”
Hollie Schmitt,
owner of Memory Making Travel
“After 18 months of uncertainty, there is one thing I know for certain, and that is the importance of VALUE. Value is NOT just a cheap vacation. Travel is not cheap, and neither should the experience of travel be. Never rob yourself and/or your clients of a vacation that is limited to what is within the walls of a resort or aboard the decks of a cruise ship. Encourage and entice your clients to take advantage of the true journey they are about to embark upon — be it near or far. I make sure my clients have every opportunity to breathe in the rich culture, savor the food, meet the people, take plenty of photos and purchase mementos that will allow them to remember their journeys for years to come.
I’ve also learned to value the business and relationship with my clients. They believed we would see recovery and that we would soon fill planes and pack cruise ships. It is because of their faith I stayed the course. And in return, I have a more profound appreciation for my clients, my travel partners and myself — as a travel agent. Third and most important, I am learning to value not just the importance of the relationships with my clients but with my travel partners; that has come to the table time after time since the world was turned upside down because of the fallout of this globally shared pandemic. Through the most difficult and shared experience of mankind in modern history, we were all in this together — it was a shared experience no matter where we sheltered or called home on this planet. We all struggled together to find our way and with that I learned we all [know] how interconnected we are, as one thing affects another, and the chain is endless. From waiter to food supplier, the hotel managers and so on and so on.
And finally, the most important thing I learned was to value my own worth as a travel agent. My business motto is, ‘I am with you before, during and after travel,’ and I kept that promise to every one of my clients. And as
we return, I realized my knowledge of travel, the relationships that I have with my travel partners and suppliers is a valuable tool. And that this asset and skill assisted me in caring for and managing my clients’ travel for the past 18 months, as well as into the future, as we continue to book and rebook travel in what we hope and pray to call a ‘post-pandemic world’ sooner than later.
Regina Dunbar Hendrickson, travel consultant for e4 Travel and Events
“TRAVEL ADVISORS HAVE BEEN WORKING TIRELESSLY FOR THE LAST 18 MONTHS TO HANDLE ALL THE SAILING CANCELLATIONS, PAYMENT REFUNDS, REBOOKINGS AND FUTURE TRAVEL CREDITS, OFTEN FOR NO GUARANTEE OF INCOME OR FUTURE REVENUE. AVOYA HAS HELPED LEAD THE CONVERSATION WITH SOME OF THE BIGGEST SUPPLIERS IN LEISURE TRAVEL TO ENCOURAGE THEM TO RE-IMAGINE THE TRADITIONAL COMMISSION PAYOUT STRUCTURE AND MOVE TOWARD A SYSTEM THAT REWARDS TRAVEL ADVISORS FOR THE IMMENSE AMOUNT OF INITIAL WORK THEY PUT IN TO GET THE CLIENT TO BOOK THEIR VACATION AND MAKE A DEPOSIT. WHILE AVOYA HAS ALREADY ASSISTED IN MAKING SIGNIFICANT STRIDES TOWARD PROVIDING TRAVEL ADVISORS WITH THEIR HARD-EARNED COMMISSION DOLLARS SOONER, WE PLAN TO HELP THE AVOYA NETWORK MAKE UP AS MUCH OF THE MONEY THAT THEY LOST DURING THIS CRISIS AS POSSIBLE.”
Steve Hirshan, senior vice president of sales for Avoya Travel
“Reviewing current terms and conditions and a service fee structure. The value that a quality travel advisor provides to their clients cannot survive by commission alone.”
Marie A.
Smith, CTA, CTIE, VTA, group manager of KHM Travel Group
“AS BOTH UNIVERSAL ORLANDO RESORT AND UNIVERSAL STUDIOS HOLLYWOOD CONTINUE THEIR STRONG RECOVERY, WE PLAN TO HOME IN ON AND EXPAND THE SUCCESSFUL PRACTICES WE HAVE ALREADY PUT IN PLACE THROUGHOUT THE PANDEMIC. THIS INCLUDES OUR FOCUS ON THE INVALUABLE PARTNERSHIPS WE SHARE WITH TRAVEL ADVISORS, IMPLEMENTING HELPFUL TRAINING PROGRAMS AND BEING PROACTIVE IN OUR COMMUNICATIONS TO ENSURE TRAVEL ADVISORS ARE CONTINUOUSLY SET UP FOR SUCCESS AND WELL TAKEN CARE OF BY THEIR FRIENDS AT UNIVERSAL.”
Lisa Mullins, business development manager, travel industry sales for Universal Orlando Resort
“ Our resolution for the travel recovery is customization and innovation in not only in the way we travel, but how we book travel as well. At Uplift we have been preparing for the recovery throughout the pandemic. We recognize that product enhancements and flexibility are critical as we move forward and get back to traveling. We know that agents are key to recovery — their knowledge and expertise are more valuable than ever. With this in mind, we’ve been working on developments that will benefit both agents and their clients as we get back to business we love — enhancing our agent technology and offers in order to ensure ease of booking, more features and an all-round more seamless experience for the agent. More choice and options for their clients have been at the forefront as well. We are committed to supporting travel agents in all ways possible and helping them grow their business will be a key focus during recovery and beyond.”
Denise Heffron, managing director of Uplift Inc.
WORDS / SARAH TRELEAVEN
Revealing the Beauty of the Canary Islands
LUXURY HOTEL BRANDS HAVE FOUND A NEW HOME IN THE CANARY ISLANDS. HERE’S WHY THEY SHOULD BE ON MOST TRAVELERS’ MUST-VISIT LISTS.
The eight main islands that make up the Canary Islands — El Hierro, La Palma, La Gomera, Tenerife, Gran Canaria, Fuerteventura, Lanzarote and La Graciosa— are having a moment. However, these exotic islands are still relatively unknown and mysterious to many, despite luxury hotel brands like Alua Hotels & Resorts from the AMR Collection expanding their footprint to call the Canary Islands home. Recently, we asked
Antonio González, SVP of commercial and marketing for AMResorts EMEA, for an introduction. Here’s what we learned.
A sunny Spanish archipelago
While officially a Spanish territory, the Canary Islands sit in the Atlantic Ocean, just off northwest Africa, close to the coasts of southern Morocco and northern Western Sahara. “They are without doubt one of the world’s
most popular tourist destinations for those seeking a sun, sea and sand holiday at any time of the year,” says González. “The islands have a great biological diversity and an impressive wealth of landscape and geology.” They also have a great climate, four national parks and several UNESCO biosphere reserves. In 2019, the islands welcomed more than 13 million visitors, with an emphasis on European travelers and a growing U.S. market.
Eight islands with distinct personalities
Each of the Canary Islands is a volcanic wonder jutting out of the ocean, but each also has its own identity. González describes Tenerife, the largest island with the highest mountain in Spain, as a wonderful mix of cosmopolitan cities, spectacular beaches and protected landscapes. Gran Canaria is similar, but with massive, picturesque sand dunes. For those seeking
an unspoiled environment, González compares Lanzarote to the planet Mars — saying it’s all, “volcanic cones and golden beaches.”
Fuerteventura is a favorite destination for windsurfers and kitesurfers, thanks to the windy conditions, white sand and turquoise waters. And the remaining islands are smaller and special in their own ways: La Palma is known as “La Isla Bonita” (the beautiful island) because of its pristine natural environment;
La Gomera has endless hiking trails through rainforests, mountains and palm groves; and El Hierro has lots of undeveloped land and a rocky coastline ideal for diving.
A year-round subtropical destination
While González says that a mild climate and abundant sunshine make the Canary Islands a year-round destination, autumn and winter
are the high seasons for tourism. “That’s when the cold arrives on the European continent and temperatures in the Canaries do not drop below 20 degrees Celsius [68 degrees Fahrenheit].”
Growing luxury options for travelers seeking great service and style
After pioneering the all-inclusive model in the Caribbean, AMResorts has moved the model to the Canary Islands. González says they were drawn by tourists with high purchasing power looking for personalized service, attention to detail, good gastronomy and the appeal of a top-quality pool, spa and fitness facilities. “We have different brands associated with different hotels and travel experiences,” he says of AMResorts’ seven properties in the Canary Islands. “These include our five-star brands:
Secrets, for adults and couples looking for a romantic experience; Dreams, designed for family holidays; and Zoëtry, for those who prefer a more boutique and even more luxurious and sophisticated experience. As for our brand in the four-star segment, Alua offers our clients tailor-made experiences in Spain’s main holiday destinations and, in this category, we have launched the AluaSoul adults-only concept.”
A commitment to staying safe and moving forward
As isolated environments with high rates of vaccination, the Canary Islands are promoting themselves as a safe destination, where many popular activities can be enjoyed alfresco. Everyone is doing their part to help the important tourism sector recover from the effects of the pandemic. AMResorts has
implemented the “Clean Complete Verification Program,” which González refers to as a 360-degree initiative to provide a safe and comfortable experience for guests, employees and partners.
The bottom line
When asked to sum up the Canary Islands’ uniqueness, González describes them as a natural paradise. “It has one of the healthiest climates, with more than 300 days of sunshine a year,” he says. That unique natural environment meets proximity to Africa and cultural richness, a melding of traditions, gastronomy and influences. “You can travel from island to island and feel that you are in a different archipelago without leaving its waters,” says González. “And that, in addition to its wonderful beaches and nature, make the Canary Islands special.”
Now Streaming on VAX: Industry News Just for You
Introducing The Takeoff Travel Stream, your source for streaming news content on VAX, curated just for travel advisors. Whether you have 30 seconds or 30 minutes, catch the stream regularly for the industry updates that matter most to you.
3 Reasons to Tune In
Video content is updated weekly
Quick-hit stories are just minutes long
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Yesterday’s NEWS
What can we learn from yesterday’s biggest stories in travel?
WORDS / LAUREL DELP
Not long ago, as cruise lines prepared to set sail after the industry’s 15-month shutdown, skepticism still surrounded their ability to succeed. No one had forgotten those grim 2020 news clips of cruise passengers trapped in their cabins as COVID-19 ran rampant through a few ships. Was it really safe to take to the seas yet?
The industry had taken a heavy blow, to the point where some economists were predicting possible bankruptcies. Fortunately, that never occurred. But Carnival Cruise Line’s revenues, for example, sank from $6.5 billion in 2019 to just $31 million in 2020.
Still, the cruise lines weren’t sitting idly by during the shutdown, they were scrambling to meet stringent CDC regulations while also restructuring their debt. The rebound, while still slow (Moody’s has predicted a full recovery will take until 2023), is showing signs of strength that are enough to turn even the most skeptical into cheerleaders.
Devoted cruisers
When looking at the future of the industry, we cannot overlook the huge numbers of avid cruise passengers. Even in the darkest days of 2020, Cruise Lines International Association reported that 74% of passengers said they would cruise again, and two out of three said it would likely be within a year. As cruises were canceled, rather than asking for refunds, the majority simply rescheduled.
One such invincible cruise passenger is Dream Vacations advisor Jeff Leach, of Jeff & Jeri Leach and Associates in Nebraska. In the 10 years before the pandemic, sending customers on cruises had constituted 50% of his business. The shutdown hit hard. “At first there wasn’t much of an effect because the canceled cruise bookings were paid in full and the cruise lines honor commissions on paid-in-full
Cruise lines are setting sail in a post-pandemic market.
bookings,” Leach explains. “But as time went on, it was devastating.”
No one was more eager to get back onto the water
“Our first cruise was on the Carnival Horizon to the Bahamas, and three weeks later we were on the Carnival Breeze to the Atlantic-Caribbean side of Mexico,” he says. “I was emotional when I finally stepped foot on that first cruise ship. We love resort travel, but cruising is still our favorite vacation. And although there were a few minor differences, it didn’t seem that much different from cruising prior to the pandemic.”
The biggest change he noted during those first voyages was the lack of children aboard.
“Because of the CDC requirement for 95% of passengers to be vaccinated, a very small percentage of the cruise population was unvaccinated children under 12,” he explains. “And along with fewer children, there were also only about half the number of guests there’d typically be, so there were no lines and lots of room to stretch out.”
There were no unvaccinated adults on the cruises he took, so Leach didn’t notice any segregating of unvaccinated passengers from restaurants or other common areas, which is one of the ways cruise lines are working around certain ports across the U.S.
A safe way to travel
Many of the health and safety improvements, such as more efficient ventilation systems and behind-the-scenes medical response, aren’t outwardly noticeable. But there are some visible measures, too. Leach was pleased with the new safety drills, one of which involved a new protocol for muster station safety drills. Instructions are broadcast on stateroom TVs, and passengers can check in at their muster stations at their leisure, while safely distanced. Some cruise lines are also issuing tech bracelets that can be used to open stateroom doors, make payments and order food — cutting down on physical touch points.
Some have said that cruising could be one of the safest forms of travel. “Cruise ships operating in over 30 markets around the world
are doing so with some of the highest levels of COVID-19 mitigation of any industry or setting,” says Bari Golin-Blaugrund, CLIA’s vice president of strategic communications and public affairs. “CLIA members have been steadfast in their commitment to return to sailing the right way, often going above and beyond what’s been required. This dedication has enabled more than 2 million passengers since resumption of sailing began in Europe last summer. The relatively few cases of COVID-19 have been managed swiftly, and the results have been impressive. We anticipate that CLIA members will be at nearly 80% of global ocean-going capacity by the end of the year, and nearly 100% by mid-2022.”
But the pandemic is far from over.
“Unfortunately,” Leach says, “I believe we’re going to have to learn to live with this virus and adapt for those who want to continue traveling. I don’t see improved sanitation measures going away anytime soon, though the cruise lines have always done a great job, even prior to the pandemic.”
His next cruise? “In three weeks,” he laughs.
Dream Vacations advisors Jeri and Jeff Leach of Jeff & Jeri Leach and Associates are devoted cruisers.
OUR BELOVED FLIPPERED FRIEND ANSWERS YOUR VAX QUESTIONS.
You asked: How can I see all the commission I earned from bookings made during a specific month?
Maxwell says: This might be one of our best-kept secrets that we never intended to keep a secret. A report to show your commission is truly just a few clicks away. Start in the upper right corner of the site at the Retrieve Reservations link. Look for the gray box titled Reservation Search and fill in the booking dates you want to look at on the first line. If your agency is set up to allow you access to all advisor bookings, you’ll want to select your name from the Agent drop-down in the third row and then hit the green Search button. The screen will display a table with any reservations that meet your search criteria. It’s important to note you can only pull reservations made within the last three years that have traveled within the last 18 months. You’ll notice you don’t see your commission in the table that returns your search results. Simply select the green Export to Excel button. Once the data is in Excel, you’ll see you have a few additional fields and here you can find the commission for each reservation.
You asked: Can my clients choose different room categories if I book them in separate rooms on the same reservation?
Maxwell says: When you start going through the booking process you’ll notice you can only select one room category on the Hotel Availability page and it will apply to however many rooms you have included in the reservation. Don’t let this hold you up, continue through the booking process until you reach the Checkout page. Once you are on the Checkout page, look for the hotel panel to see your rooms along with the other room category option. Click the radio button for the room category you want to assign to each of the rooms before continuing to confirm your reservation.
You asked: I attended a great training session in person at a conference recently, but I can’t remember everything I learned. Where can I get that information again?
Maxwell says: First, we are all thrilled to be back in-person, attending conferences and seeing each other face-to-face again! Depending on the event, we customize our training sessions to best align to the audience or focus of the event. Never fear, we still
have all sorts of great training content available on our site and I’m confident you’ll be able to find the same topics if you navigate to our Education tab. Even though you may not be a new advisor, it’s still a great idea to choose New Advisor Education and take a look around. You can expect to find general information about VAX, some information on the Engagement tools we offer, Booking tutorials and more.
You’ll notice all the training is broken down to single topics, which means we can keep it short and to the point — three minutes or less to learn what you need to know, if you want to watch a video. If videos aren’t for you, we’ve also included step-by-step instructions so you can walk through the steps at your own pace. In the Welcome to VAX category, you’ll find information on the Sales Email and Sharing Articles from The Compass, and in Booking 101 we have all of the filter tutorials available for you. If you are looking to Duplicate a Booking or learning how to Offset Hotel Dates, head to the Advanced Features and Functionality category to find the instructions. If you didn’t find something you were looking for, just try the search bar above the navigation.
VAX VacationAccess has always had one ambition:
to make travel advisors’ lives easier and provide a platform for them to succeed. In no time, VAX became a household name in the travel advisor community, and as some may call it, their very best friend. Now boasting a community of 100,000+ leisure travel advisors, VAX has established its title as the award-winning leisure travel marketplace.
But you don’t have to take our word for it. We are proud to have won coveted industry awards for the many facets of VAX: our industry-leading booking engine technology, our marketing resources, our travel advisor education and even our presence in print. We’re always striving to give our travel advisor users the best and to keep our winning streak alive.
Travel Weekly Magellan Awards
Gold Award
Booking Interface
Education Program
Travel Agent Only Website
Marketing Website Overall
Marketing Campaign
Silver Award
Travel Agent Only Website
Marketing Campaign
Trip Planning
Booking Interface
Web Marketing/Advertising
Promotional Video
Educational Program
Association of National Advertisers (ANA) B2 Awards
Silver Award
Travvy Awards
Best Travel Technology Provider
Best Travel Agent Reservation System
Best Travel Planning Technology
Travel Weekly Readers Choice Award
Best Travel Technology Provider
Nexion Awards
Best Technology/Booking Tool
Content Marketing: Magazine (Print or Digital) Category
The Compass CROSSWORD
Across
4. The largest island in this South Pacific island country is Viti Levu
5 The largest of the three main U.S. Virgin Islands (two words)
7. The world’s largest island AND the smallest continent
11. The small island off the coast of the Riviera Maya known for its diving
12. Catch the northern lights when visiting this Nordic island nation with geothermal pools and plenty of active volcanoes
13. These Spanish islands sound like they’re home to little yellow songbirds
15. This small, historic island in Lake Huron in Michigan is incredibly charming and known for its fudge
16. Visit this Hawaiian island to drive the road to Hana
19. This Italian island is the largest in the Mediterranean Sea
Down
1. Off the coast of Puerto Rico, this island doesn’t have traffic lights, but it does have bioluminescent bays
2. A Hawaiian island that was once known as Pineapple Island because of its large pineapple plantation
3. Known as One Happy Island in the Caribbean
5. The most-visited Greek isle, known for its iconic whitewash buildings with bright blue roofs
6. This island in the Bahamas is home to pink-sand beaches and trendy boutique resorts (and has a British spelling)
8. A barrier island off the coast of northeast Florida, also the first name of a famous female aviator
9. A group of islands off the coast of Washington state that sound like they belong in the Caribbean (two words)
10. An island in South Carolina with preserved maritime forests
14. The capital of this island nation is Wellington, but it used to be Auckland (two words)
17. The Emerald Isle
18. Willemstad is the capital of this colorful Caribbean island
Find the answers at vaxvacationaccess.com/ thecompasscrossword.
“I hope you realize that every day is a fresh start for you. That every sunrise is a new chapter in your life waiting to be written.”
Juansen
Dizon
poet and author
of “Confessions of a Wallflower”
POWERING TRAVEL TECHNOLOGY
SINCE 2000
With 20 years of travel technology innovation, Trisept Solutions has earned the loyalty of the biggest names in the travel.
We provide tailored solutions for every sector of the travel industry.
VAX VacationAccess is the award-winning leisure travel marketplace that brings together 120,000 travel advisors with 50+ leisure-focused travel suppliers. It’s the premier platform for leisure travel advisors to expertly research, market and sell vacations to their clients.
Synapse enables travel sellers to synchronize omnichannel distribution, supplier connectivity, customer service and back-office functions on one secure and seamless platform. The enterprise operating platform delivers innovative merchandising solutions for airlines, hotels and resorts, destinations, theme parks and other travel merchants.
Let our team of travel innovators build your bigger future.
Convenient
• streamlined embarkation with choice of arrival window
• touch-free boarding
• food, drinks and services delivered anywhere on board
• TrulyTouchlessTM payment
• keyless stateroom entry
Connected
• requesting anything needed via chat
• the best Wi-Fi at sea
• finding and messaging family and friends on board
Personalized
• viewing and bookmarking onboard activities digitally
• choosing interests and preferences
• fully customizable dining
Available on all ships, the MedallionClass experience sets Princess apart and can help you boost your bookings. After all, who wouldn’t want to enjoy all this?
Want to learn more about MedallionClass? At the OneSource
