CA-C6-SPRING2022

SEE MORE OF EUROPE WITH NORWEGIAN

• Your clients can fly to Europe for free with Free Airfare for 2nd Guest

• Choose from 8 ships in 2022, including our newest ship Norwegian Prima

Now’s the best time to book your clients on a cruise to Europe with Norwegian. They’ll enjoy the incredible value that’s included in their cruise fare with Free At Sea and you’ll enjoy a higher commission. It’s a win-win. Plus, they’ll also receive Free Airfare for 2nd guest. There’s never been a better time to Break Free to Europe.

• Over 170 unique itineraries with 118 ports of call across Northern Europe, the Mediterranean and Greek Isles

• Explore more with an average of 9 hours in port and many overnights with two days in port

• Unique Go Local shore excursions in over 70 ports offer immersive, authentic cultural experiences

Surf & Turf, Ocean Blue

Cinque Terre, Italy

Reykjavík, Iceland

Mandara Spa®

DINING

QUARTER-MILE POOL

FIRE & DRUMS SHOW

PRIVATE BEACH CLUBS

TRENDY BARS

SUPERVISED KIDS CLUB

SENSORIA SPA

WELL-APPOINTED ROOMS

>> Departments

9. PRESIDENT’S NOTE

Help your customers relax, recharge and repeat!

10. EDITOR’S NOTE

Let’s accomplish great things together.

14. TRUE NORTH

This quarter’s most important news for advisors.

17. CONVERSATIONS

What’s your favorite Caribbean cruise port?

18. BY THE WAY (A PSA)

The right tour operator can take your client’s trip to the next level.

22. HOW I CARRY ON

A story of fitness, friendship and finding yourself somewhere along the way.

26. TAKING OFF

A new breed of marketers is taking the internet by storm, here’s how to get in on the action.

28. DIGITAL DNA

Digital tools can transform your business.

30. TECH TO KNOW

Exploring the big (financial) picture.

78. BREAKOUT SESSION

Advisors and industry figures share their favorite Caribbean beaches and excursions.

80. DESTINATION NEXT

The Island of Enchantment has been quite the newsmaker.

84. YESTERDAY’S NEWS

Why popular destinations need to be protected.

86. ASK MAXWELL

Our beloved flippered friend answers your VAX questions.

89. CROSSWORD

Channel your island vibe with these tasty Caribbean cocktails.

90. ONE FOR THE ROAD

Wisdom to take with you till next time.

>> Features

34. INCLUSIVITY — ISLAND STYLE

Some of the best options for comfort and inclusivity in the West Indies.

42. CRUISING THE CARIBBEAN

Exploring Caribbean cruises with unique itineraries and off-the-beatenpath ports.

48. TAP INTO YOUR BRAND IDENTITY

An award-winning marketer shares tips that can take your business to the next level.

52. ALL-INCLUSIVE WELLNESS IN THE CARIBBEAN

Relax, recharge, repeat.

60. OUTSOURCING — THE SECRET WAY TO GROW YOUR BUSINESS

A helping hand can take your business to the next level.

64. THE POWER OF CHOOSING A NICHE

Choosing a niche — and sticking with it — can be a powerful thing.

68. THE CARIBBEAN BY THE NUMBERS

Which destinations are travelers flocking to in 2022?

74. A NEW LOOK AT THE BAHAMAS

Bahamas Minister of Tourism Chester Cooper shares why the island nation is fit for every type of traveler.

©BAHAMAS MINISTRY OF TOURISM & AVIATION

President and Publisher John Ische

Editor in Chief – Sarah Kneisler

Staff Editor – Jenna Buege

Contributing Editors – Laurel Delp, Alice Dubin, Elisa Parhad, Sarah Treleaven

Advertising

Vice President – Joe Shomperlen

External Account Managers – Pam Lowe, Sue Ulickey, Carey Driscoll

PUBLISHED BY Editorial

Marketing Operations

Director, Operations and Marketing – Sarah Kneisler

Advertising Product Specialist – Kati Kohler

Advertising Coordinator – Rowanna Bailey 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

EDITORIAL DIRECTOR Erin Zilis

CREATIVE & MARKETING DIRECTOR Tracy Powell

PRODUCTION MANAGER Tina Leydecker

SALES/MEDIA PRODUCTION COORDINATOR

Taryn Metkovich

I was inspired by the great article on page 36, written

by Sarah Treleaven on all-inclusive Caribbean wellness resorts. It made me think how wonderful it would be to escape to one of these fabulous properties.

Many times, our customers get bogged down in all of the details of their travel itinerary: the airline schedule, the resort stay, logistics while in destination or whether to buy travel insurance. Is that really the product that you sell? Is that why your customers look to you to plan their vacation?

When we get lost in the abyss of travel options, we need to pull back to consider why people travel. People don’t travel because they want to enjoy the in-flight ginger ale or the countless queues throughout their journey. People travel because they have the dream that travel will make an impact on their lives. All of the elements of a travel journey lead your customer to partake in wellness. It comes in different forms and methods but a successful trip makes an impact on your customer’s life. Sometimes the impact is as simple as escaping daily life, relaxing on a beach and decompressing. Other times it could be nurturing or mending an important relationship. Some seek to be energized by experiencing a new world or culture. Others may want to re-orientate their personal compass and leave their vacation as a better person. Would you be a better travel consultant if you understood your customer’s wellness objective?

John’s industry tenure spans more than three decades.

Recognizing the impact that we have on our customers makes me proud to be part of this wonderful industry. We serve a great purpose — bringing wellness to our customers. Helping them relax, recharge and repeat! Making their lives better and keeping them well.

“People travel because they have the dream that travel will make an impact on their lives.”

John Ische PRESIDENT, TRISEPT SOLUTIONS

It’s been the same, but different.

Perhaps I’m naïve or had a strong bout of optimism, but I truly didn’t believe we’d start out 2022 feeling like we had taken steps backward. The upside is that I’m so optimistic that by the time we get to the end of this year we’ll all be wiping the sweat off our brows trying to catch our breath from the amazing year we just had.

For now, I’m excited to bring you the first issue of The Compass in 2022, where we take a trip to explore the Caribbean. You shared with us some of your favorite Caribbean cruise ports, beaches and excursions and we’ve focused the crossword puzzle on cocktails you may associate with your favorite tropical locales. We highlight a few popular destinations, explore some cruise itineraries and look at what story the data is telling us about the Caribbean right now.

Aside from the destination focus, this issue features some articles that help you take an introspective look at your business so you can put some thought into where you are focusing your time and energy managing and growing your business. If you’ve considered prioritizing lead generation to grow your book of business, we share some insights to help you put together your plan. If you want to shake things up with your social media

Sarah Kneisler EDITOR IN CHIEF

Sarah believes 2022 is going to be an amazing year for the travel industry.

efforts, we talked to Nadia Henry who is widely known throughout the industry for her creative approach to leveraging social opportunities to grow her business and reach her target audience. When it comes to your target audience, we spoke to a wellknown expert to talk about the power of focusing your business to a specific niche of travel. It may be a journey to transition your business, but that journey could have a big payoff when you reach the other side.

I’ve certainly felt the inspiration from the industry standouts we’ve featured in this issue and I hope you do, too. Cheers to heading out and accomplishing great things together.

“I’m so optimistic that by the time we get to the end of this year we’ll all be wiping the sweat off our brows trying to catch our breath from the amazing year we just had.”

CONTRIBUTORS

JENNA BUEGE

Staff editor for The Compass and world explorer, Jenna 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.

LAUREL DELP

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 several travel-related websites.

ALESANDRA DUBIN

Alesandra Dubin is a news and lifestyle editor and writer based in Los Angeles. A veteran digital journalist, she’s covered travel, food, events, fashion and beauty, entertainment, home, parenting, and viral content for more than 15 years, for both consumer and business audiences. Her work has appeared in Town & Country, Esquire, Cosmopolitan, Good Housekeeping, Parents, E!, BravoTV.com, BuzzFeed, TODAY. com, and countless other online and print outlets.

BETH KITZMAN

Beth Kitzman is the business development manager for VAX VacationAccess. With more than 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 agents to grow their leisure travel business.

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.

SARAH TRELEAVEN

Sarah Treleaven is a writer based in Nova Scotia. Her work has appeared in Harper’s, enRoute, The Guardian, the BBC and many other publications.

We’d like to take a moment in this issue to recognize Andrea Sedlacek our former managing editor. We wish her the best in her new endeavors. She will be missed!

ANDREA SEDLACEK

Andrea is dedicated to delivering valuable, fun and grammatically correct content to her readers (without Oxford commas). Her experience writing and editing in the retail and insurance industries made the move to travel one of the most exciting things to happen in her career. What’s the next most-exciting thing for her? Whenever the newest edition of the AP Stylebook comes out.

Island hue s and Me diterrane an blue s

S ail our newest ships to Europe’s most extraordinar y destinations

Pristine beaches and medieval castles. Panoramic hikes and cascading hilltops filled with sun-bleached and pastel- colored homes. Summer evenings spent sipping local wines, with electric night s in Ibiza and Mykonos. We’re setting sail around the Mediterranean Sea to some of Europe’s most iconic port s, with itineraries full of late stays and overnight s.

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Over $600 in value is always included.

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Winner of a 2021 Travel Weekly GOLD Magellan Award, our e -learning program takes you through tiers of lessons to learn ever ything about selling our sailings, while earning valuable rewards. Each tier Violet , Scarlet , Silver, Gold earns you a knot , and your level of knot-iness speaks to your master y of Virgin Voyages.

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True NORTH

WORDS / JENNA BUEGE

Stay the course on these big issues.

The future is here

Beginning in 2024, Rome plans to shuttle travelers from Fiumicino Airport to the city center via two-seater air taxis. The airborne adventure is expected to take just 15 minutes as opposed to 45 minutes via car.

NEW RAILWAY CONNECTS CHINA AND LAOS

China established its first international railway network with a new track connecting to its southern-most neighbor, Laos. The endeavor is part of a larger plan to connect several Asian and African countries by 2035.

Disney returns to NOLA

After a long hiatus, Disney Wonder has resumed sailings out of New Orleans, LA. Upon departing from the Big Easy, travelers will set sail for two sunny destinations — Cozumel and Costa Maya, Mexico.

I DREAM OF MEZCAL

An ode to Mexico’s most popular alcoholic beverage, a mezcal distillery-themed hotel recently opened its doors in Oaxaca. Designed by Mexican architect Alejandro D’Acosta, Casa Silencio promises a unique stay with interactive workshops and mezcal tastings.

True NORTH

WORDS / JENNA BUEGE

Stay the course on these big issues.

SUSTAINABLE SKIES

A purveyor of eco-friendly travel, Southwest Airlines Co. is partnering with Velocys Renewables LLC on a 15-year agreement for 219 million gallons of sustainable aviation fuel. The result? 6.5 million metric tons of CO2 saved.

Turtles and tourists

Experience the wonder of nature and support a good cause in the process with Puerto Vallarta’s turtle release program. Each year the city helps nearly 60,000 baby turtles make their journey from sand to sea.

UNDERGROUND DISCOVERIES

The world’s longest cave just got longer. Research from the Cave Research Foundation recently discovered eight additional miles of underground passages in Kentucky’s Mammoth Cave. This revelation bumps the total number of known miles to 420.

CONVERSATIONS...

WORDS / BETH KITZMAN

We asked: What’s your favorite Caribbean cruise port?

Jeff Leach

OWNER OF DREAM VACATIONS – JEFF & JERI LEACH & ASSOCIATES IN NEBRASKA

WEBSITE dreamvacationsnow.com

“Every time I port in Tortola, I am inspired by its beauty. I love the views from the beaches, and it is a short catamaran ride to our favorite place in the Caribbean: Jost Van Dyke and the Soggy Dollar Bar.”

Kathy Duvall

TRAVEL CONCIERGE OF BEACH BUM VACATIONS IN INDIANA

WEBSITE beachbumvacation.com

“Having enjoyed 44 cruises from ports worldwide, Port Everglades remains my favorite for several reasons. I find the updated Fort Lauderdale airport easy to navigate for my clients, especially inexperienced travelers who often find airports a little intimidating or confusing. Additionally, since I recommend cruisers arrive the night before they set sail, there are many nice yet affordable hotels handy for my clients that offer both breakfast and transportation to the cruise port. Never underestimate convenience. The proximity of the airport and port makes return transportation quick, easy and affordable for my clients and me when, sadly, it’s time to return home. Finally, as one flies in or out of the Fort Lauderdale airport, we get to enjoy a great view of these massive vessels from above. For me, just a fun ‘added bonus’ to Port Everglades.”

Karen Hurlbut

OWNER OF HURLBUT TRAVEL IN WISCONSIN

WEBSITE hurlbuttravel.com

FACEBOOK facebook.com/Hurlbut.Travel

“My favorite Caribbean cruise port is San Juan, Puerto Rico. From the rich history of the island’s 16th century fortresses, the amazing night life of Old San Juan, 24-hour casinos, rainforest hikes to waterfalls and beaches just to chill out, it’s a great port to enjoy some time. This is a destination to really emerge yourself in Spanish culture and fantastic cuisine! It’s hard to see it all in a day so plan a trip back after the cruise!”

Dilworth E. Daley

OWNER OF DALEY’S DESTINATIONS IN MARYLAND

WEBSITE daleysdestinations.com

FACEBOOK facebook.com/ DaleysDestinations

“St. Maarten/St. Martin. Love the fact that two distinct countries share such a small land mass. And clearly co-exist respecting each other’s individual personalities.”

BY THE WAY (a PSA)

WORDS / SARAH TRELEAVEN

The

right tour operator can take your

client’s trip to the next level. Here’s how to find the best match.

Partner up for better experiences

Travel advisors and tour operators are natural allies — you both want clients to have the best experience possible on the vacation of their dreams. But the world of tour operators is incredibly competitive, and it can be hard to know where to start when it comes to choosing the right partner. Terry Dale, president of the United States Tour Operators Association (USTOA), explains how to vet your choice and ensure a great fit.

Good partners add value to a trip

Just like an advisor, think of a tour operator as a safety net for the traveler — especially during extraordinary times. “That’s why this partnership is so critical,” says Dale. “You can travel with confidence that you can get help when you need it.” While most travel is smooth sailing, Dale says that disruptive events do come up, whether it’s a monsoon,

Terry Dale, president of the United States Tour Operators Association

hurricane or civil unrest. “I think the value proposition of a tour operator and a travel advisor has been elevated during this pandemic because I think people are going to be a little unsteady, understandably.”

Start smart

Dale recommends ensuring that the tour operator you’re considering is a member of USTOA — which is a world-wide organization. It guarantees a certain standard and level of professionalism, including insurance requirements. The USTOA requires that members set aside $1 million in their own funds to protect consumer deposits and payments. “Our members are financially sound, and they meet consumer expectations,” says Dale. The USTOA also provides guidance to members on several issues, including regional concerns, health and safety best practices, economic impacts, sustainability

benchmarks and fielding questions about how to properly vet suppliers in various destinations.

The USTOA also focuses on “truth in advertising,” insisting that members are transparent about pricing, facilities, accommodations, venues and other basic elements of the itinerary. Clients shouldn’t be surprised by any of those things while on their trip. But, if something comes up, which can happen, those operators who are part of this organization will promptly inform clients of any potential substitutions to those listed plans.

Dig deeper to find the right fit

Tour operators often have exclusive access to perks like unique experiences, special access to attractions and deep local knowledge, so don’t be afraid to ask questions about how your client will benefit. When it comes to

finding the right fit with a specific operator, it’s a matter of balancing values and expertise with more practical matters. “If a client wants to go to India, then you want to make sure you identify somebody who’s an expert in that part of the world,” says Dale. Consider whether a client wants the tour to be self-guided or escorted, or with a large or small group. There are other nuances, too; some tour operators place a focus on “traveling responsibly,” says Dale. “Some operators are further along in their sustainability journey and that can really resonate with clients.” Travelers are also raising concerns about overtourism, and the USTOA actively engages members to be mindful of creating off-the-beaten path experiences.

Buyer beware

It’s always wise to read the fine print, especially when it comes to refunds and cancellations. While there’s plenty of pent-up demand and the travel industry is regaining steam, we may still experience some bumpy moments in the coming months. “It’s important to know exactly what terms are being agreed to,” says Dale. “If you don’t feel like your client is well protected, you might want to reconsider.”

Keep expanding your network

The USTOA maintains a travel advisor education program which has certified thousands of advisors. The website offers crucial tools, including access to destination-focused webinars. And on the home page, there’s a Find Your Dream Vacation search bar. Advisors can put in a destination and produce all the verified members who offer services in that destination, plus the itineraries they offer — including dates, trip type, theme, lodging levels and pricing. “It’s a great resource for advisors to start their research on behalf of a client,” says Dale.

HOW I CARRY ON

WORDS / JENNA BUEGE

UNIVERSAL PARKS & RESORTS VACATIONS’ CHRISTOPHER MARTIN AND JOSEPH

DIBELLA’S STORY OF FITNESS, FRIENDSHIP AND FINDING YOURSELF SOMEWHERE ALONG THE WAY.

Do you have a fitness goal? Maybe you dream of running a marathon. Perhaps you’re training to bench press a lofty percentage of your body weight. Or, maybe you’re working your way up to the Fitbit-recommended 10,000 steps a day. Whatever your ambition, it’s safe to say that fitness is a common area in life where we all strive to improve.

It was that same desire to be better that brought together Christopher Martin, Senior Director, and Joseph DiBella, Senior Manager, Marketing, Universal Parks & Resorts Vacations. Longtime coworkers, Martin and DiBella found themselves utterly exhausted by the grind of work and life with seemingly no time in between. Then, in 2019, the two agreed that something had to change and thus their co-fitness journey began. What followed was a series of lessons in goal setting, accountability and starting over (and over again).

Accountabilibuddies

Perhaps a new word to some, Urban Dictionary defines the word accountabilibuddy as, “The name for a buddy you love so much that you hold yourself accountable for his well-being.” It’s also the key to Martin and DiBella’s ongoing success.

That’s not to say that this endeavor has always been easy. Martin explains that the duo had their fair share of struggles when it came to committing to their fitness co-journey. “We knew that something had to change because we felt like crap. We needed to hold each other accountable,” says Martin. “That worked OK for less than a year, but we yo-yoed. We went back to square one — we didn’t feel good, weren’t eating well and we had generally horrible lifestyles. But then we said, ‘screw that,’ I had my reasons and Joe had his. We said, no B.S., this is what we’re going to do.”

Martin at Lucky’s Lake

In 2019 Martin and DiBella began to focus on individual goals, they shared articles with each other twice a week — two articles on fitness and two articles on nutrition — and, most importantly, they committed to holding each other accountable.

“We joke around a lot but we’re also very hard on each other when we need to be,” says DiBella. “And that’s what’s important, not just sugar coating like, ‘you need to eat that,’ or, ‘you need to work out.’ We have those difficult conversations when we need to instead of just letting it go because that’s being a true accountabilibuddy.”

Stay Hard

No two people’s fitness journeys are the same. Each experience is uniquely personal and Martin and DiBella are no exception to this rule.

“We met at a place where we were continuing our own personal journeys, but we found that it was helpful to go through the journey together because we ultimately had the same end goals. But how we got there was in our own individual ways,” says DiBella. To cultivate those goals, the pair adopted the motto ‘Stay Hard’, a term Martin read about in the book “Can’t Hurt Me: Master Your Mind and Defy the Odds” by David Goggins. “Staying Hard is not going out and running a marathon today, Staying Hard is accomplishing a goal and immediately having the next goal, and the next, and the next — it does not stop,” says Martin.

Easier said than done, right? That’s where mental toughness comes in, a technique that DiBella is continuing to master. “What I was always missing was that mental edge,” says DiBella. “I was always working out in one way, shape or form, but it was the diet that got me. They say, ‘abs are made in the kitchen,’ meaning, you can work out to your heart’s content, but if your diet’s not on point you’re never going to get to your fitness goals.”

While DiBella continues to struggle with mental toughness every day, he’s found inspiration in Author Andy Frisella’s “75 Hard Challenge,” a 75-day program where participants partake in five daily tasks to help them

meet their goals:

1) Eat a restrictive diet of your choice — no cheating or alcohol allowed.

2) Workout 45 minutes twice a day with one of the workouts being outdoors.

3) Drink a gallon of water.

4) Take a picture of yourself every single day. This, DiBella notes, is the easiest step to forget.

5) And finally, read 10 pages of a physical non-fiction book to help develop your mind.

The idea is to do these five things for 75 days in a row, but there’s a catch — if you

miss even one day you start over at day one. Getting started was the hardest part. “I put it off for a number of months thinking, ‘I have that event,’ or, ‘I have my cousin’s wedding then, I’ll definitely have to drink,’” says DiBella. “Finally, I was like, no, I have to do this for myself. We really are our own worst enemies in many ways and our thoughts are sometimes limiting. But, when you’re able to break those barriers it allows you to do so many things you didn’t really think were possible.”

DiBella completed his first 75 Hard challenge in November of 2020 and continues

DiBella on a trail bike ride

to use the steps provided as a guide in his daily life.

Make Yourself Proud

For Martin, the call to change came just before a major birthday milestone, “I thought, ‘I’m turning 50 next year, I don’t want to feel this way.” He recalled a section from “Can’t Hurt Me: Master Your Mind and Defy the Odds,” where Goggins asks readers to consider what they could do so that when they look in the mirror they’re proud of what they see. The question rekindled Martin’s desire to be an ultramarathoner, “I thought, I want to swim a marathon, I would be proud of myself if I could do that.”

Martin was scheduled to swim his first 5k in April 2020, but, like many things, it was canceled due to COVID-19. However, instead of being discouraged and giving up, Martin continued to work toward his goal. He joined a gym, lifted weights and started swimming in the open ocean. In early 2020 Martin swam his first open water race. And at the end of it, he was glad that COVID delayed the Swim Miami half marathon because he wasn’t ready. So, he hired a coach and kept training, swimming a minimum of

eight miles a week. Soon, Martin was in the best shape of his life.

Finally, in May 2020, Martin participated in the Swim Miami 5,000-meter open water race. “I finished it and my first reaction was, ‘2 hours and 11 minutes, well that stunk,’” says Martin. “I called my coach and she was like, ‘slow down, can’t we just appreciate that the goal was to finish the race?’” Martin took some time to celebrate his achievement, but in the tradition of Staying Hard, he was already setting a slew of new goals.

So, what’s next on the docket? Martin is registered for his first half-Iron Man in May followed by his first full Iron Man in Cozumel this November. Plus, all his hard work will go to a good cause as Martin will support Erica’s Lighthouse, an organization that raises awareness for depression and provides resources and tools for adolescents, teenagers and schools. Why? “I’m doing all this for that (organization) because the number one medicine prescribed for people with depression is movement.”

Tackling the Unexpected

It’s no secret that 2020 was one of the hardest years in history for the travel industry. Martin

and DiBella saw this firsthand. However, as newly remote workers struggled to find the sweet spot of work-life balance, Martin and DiBella applied mental toughness to deal with the evolving situation.

“I think that we were able to effectively deal with it (the pandemic) and everything that followed because of these skills,” says DiBella. “A lot of people had a bad pandemic, Joe and I didn’t, we already had a balanced mindset,” added Martin. “Joe and I didn’t need to find work-life balance, we had already found it because we had pursuits that had nothing to do with work or family.”

And while Martin and DiBella’s extreme fitness regimens aren’t everyone’s cup of tea, anyone can benefit from the mindset. “Staying Hard is not always about doing an Iron Man. Your Iron Man might be training dogs for an agility competition. Your Iron Man or 75 Hard might be writing a novel or writing poetry. Whatever it is, Staying Hard is doing it, focusing on it,” says Martin. “It all started with a simple goal of feeling better, but now, I’ve got something that has nothing to do with work and nothing to do with the kids. In hindsight, this is the single best thing I’ve ever done for myself.”

TAKING OFF:

How to Tap into The Benefits of Social Media Influencers

WORDS / ELISA PARHAD

This new breed of marketers is taking the internet by storm. Here’s how to make sure your business gets in on the action.

In business for just over a decade, Instagram has grown into an industry game changer, and along with it, cadres of influencers wielding enormous amounts of power. Nadia “Sparkle” Henry, of Travel with Sparkle, realized just how valuable that power is when a large group of influencers being hosted at the same resort she was visiting prevented her from shifting her own accommodations. “My first thought was, ‘Wow. Influencers have just as much leverage as agents’,” she admits.

When Sparkle’s business coach suggested she invite and host an influencer with seven million followers on an upcoming trip as a way to grow her business — someone Sparkle had worked with before, who was also a client of the coach — she was willing to give it a try. With a client base that includes luxury and celebrity clientele, she knew she could handle whatever was thrown her way. But was there a real benefit to engaging with a social media maven?

Sparkle invited influencer Yandy SmithHarris to Dubai and the Maldives, on what was intended to be a group trip with other paying clients. But when Smith-Harris asked if the trip could include renewing her vows in Dubai as part of the reality TV show, “Love & Hip Hop Atlanta,” Sparkle was suddenly organizing not one group trip, but three. She separated the original group into its own trip, and now had roughly 110 wedding guests to book for the ceremony, as well as the entire crew who would be filming everything for the show.

Before the planes landed back on American soil, the expected happened: Smith-Harris posted trip highlights and Travel with Sparkle was flooded with trip requests. Her own Instagram following began growing towards

Nadia “Sparkle” Henry, of Travel with Sparkle

an eight-fold increase. And this was all before the show had aired.

Overwhelmed with inquiries, Sparkle had to reevaluate her business model, including adding on a consultation fee prior to booking. “Applying fees has brought up the value in myself and my agency, and honestly, I feel like I should have done it earlier,” Sparkle explains. “Today, clients are required to pay a $100 consultation fee for basic trips, and $250 to $500 for weddings. This has provided a salary from my consultation fees alone.”

The trip’s showcase on social media not only brought the company a new audience, it raised her value in the eyes of her current clients. “I think people see the value. I’ve heard my customers share, ‘if she can do it for this person, and she’s a celebrity, she can do it for me’.” Another producer has already asked her to help book a different reality show.

Although hosting an influencer costs time and money, there are ways to minimize the outlay of resources. For group travel, the cost of a hosted trip can be divided amongst paying clients, who incur an additional minimal fee per person. Bartering for coverage with resorts or airlines to cover the cost of travel can also work if a business can benefit from the exposure. Contracts should always be in place with the marketing or PR departments of collaborating businesses to outline specific expectations of the influencer, including what to post about, requested tags or hashtags and how often they are required to post. Finally, free rooms or credit your agency earns can be transferred for use by an influencer guest. And don’t forget that any expenditure is a marketing expense that can be written off.

Sparkle suggests several strategies to start working with influencers.

First, identify those who are part of your agency’s demographic, and ensure they have a sizable and engaged audience.

Determine if an influencer will be charging you for posting about your business, a common practice for those with large followings.

Finally, think through the benefits of a collaboration, including expectations and potential gains. How will a collaboration help you grow? To explore the topic further, Sparkle’s upcoming online course, 6-Figure Travel Academy, will include a module on how travel advisors can work with influencers to grow their business.

The bottom line is ensuring that any influencer collaboration is a win-win situation, and not simply a free trip for a guest. “I think that if you know how to leverage it, it’s a great way to market your agency,” Sparkle says. With the results she has seen, it’s a hard point to argue.

DIGITAL DNA

WORDS / LAUREL DELP

The Smart Way to Attract New Clients

LEAD GENERATION IS EASIER THAN EVER — IF YOU KNOW HOW TO TAP INTO THE TOOLS AVAILABLE.

Word of mouth was once an effective means for attracting travel clients. But to remain competitive, it’s now essential to connect and engage with potential customers digitally too. Doing so is part of what makes up your digital DNA, the new backbone of a successful operation.

“The single most important thing travel agents can do to generate leads is establish a real marketing plan and execute it,” says Cyndi Williams, founder of the agency Tripsy Travel and a leading travel career coach. “The market-

ing that was done by agencies and large travel titans in the past to drive leads hasn’t translated to the average home-based travel agent.”

No matter the size of your organization, you need a constant flow of leads to maintain and grow your business. Here’s how:

Start with a great website

Your website should be easy to navigate on any device, with enticing images and a succinct explanation of your brand and why

Cyndi Williams, founder of the agency Tripsy Travel and a leading travel career coach.

you are the right agency for the job. Draw in casual visitors with an automated chat box that can handle quick questions or provide a way for visitors to call you through your website. A service like BounceHelp can help set up these tools.

Adding a sign-in form, which can provide a steady stream of leads, is another idea to consider. To entice people to complete this, add a reward, like hotel extras on bookings. Gravity Forms is a good place to start. Check out Capterra for ratings and descriptions of lead-generation software available for travel agents.

To ensure your website will appear on search engine results pages, brush up your search engine optimization (SEO) skills. Identify words and phrases that you want to be known for and create content around those terms to use in your marketing.

Promote yourself

Create a Facebook or Instagram page, tweet or create TikTok videos that will capture the attention of your target audience. The more followers you attract, the more likely they are to gravitate to your website and engage.

A newsletter is another tool to keep past and potential customers engaged with new packages, exciting tours and seasonal offers. This is another place to share your specialized knowledge and enthusiasm for the destinations and packages you offer.

Consider purchasing leads

Many software companies that sell leads provide contact information for suppliers and destinations, as well as potential corporate travel clients. To target leisure travelers, consider Lusha, a tool that provides

THEY SAY YOU HAVE TO SPEND MONEY TO MAKE MONEY. HERE’S HOW MUCH:

BOUNCEHELP:

$1.99 per lead

GRAVITY FORMS:

$59/year for sole operators to $159/year for large agencies and corporations

LUSHA:

$29-$40/year and up for custom plans

CAPTERRA: Free

FACEBOOK ADS:

Average $0.97/click and $7.19/1,000 impressions

INSTAGRAM ADS:

Between $0.20 to $2.00/click, and an average of $6.70/1,000 impressions

PROMOTED TWITTER ADS:

Between $2.00 to $4.00/follow

direct contact information for anyone on LinkedIn.

Go for it

“These strategies may sound daunting, but they can pay off in ways you’ve yet to imagine,” says Williams.

“I understand the difficulty that so many travel agents face regarding marketing,” says Williams. “It can feel overwhelming to have to learn something new. To have substantial growth year over year in this industry, you have to realize effective marketing is the ticket — pun intended — to transforming a hobby into a prosperous business.”

TECH TO KNOW:

WORDS / LAUREL DELP

The Big (Financial) Picture

Help your clients consolidate their money matters into one easy-to-use app.

Managing finances is not something many travelers want to think about once they’ve finally found time to set off on their dream vacation. But sometimes financial matters do need attention — even if they’re poolside.

Did your client forget to pay that outstanding bill before they left? Or, perhaps they checked the news and found that the stock market has taken a plunge and are now worried about their investment fund

(and calling you to help sort things out). You might end up spending your morning pouring over numerous websites trying to provide guidance.

Fortunately, there are apps that can help travelers before they even hit the road. They come with reminders when bills are due, notifications when subscription services have suddenly upped their cost and are an easy one-stop source to check one’s banking, credit cards, investments and just about

anything that might interrupt a tropical reverie or ruin a shopping trip through Paris. These apps don’t eliminate the need for an accountant or financial advisor, but they do make it infinitely easier to keep track of the big picture no matter where you are. Importantly, all user information is encrypted for safety and privacy no matter your location. While the apps can be useful for anyone, they’re likely to be especially beneficial to frequent travelers. Here are four to check out:

“These apps don’t eliminate the need for an accountant or financial advisor, but they do make it infinitely easier to keep track of the big picture no matter where you are.”

Mint

Owned by internet powerhouse Intuit (QuickBooks, TurboTax) since 2009, Mint was a pioneer in replacing the need for multiple apps and websites with one easyto-use platform where users can upload accounts from banks, credit cards and investments for a complete, up-to-date financial picture. The app also allows users to create a budget and stay on top of their spending. Mint is free to use.

PocketSmith

Another much newer app is New Zealandbased PocketSmith, which can not only

consolidate all your financial information in one place but can take your current data and project your future finances up to 30 years down the road. The basic package is free, but it will only project six months out; accounts starting at $9.95/month can give you a longer picture.

Money Patrol

This pick offers the same one-stop financial picture, alerts and updates as the others, but Money Patrol also follows your spending habits, which provides you with more insight into your budget. You can try it for free for 15 days, after that it has an annual fee of $84.

CountAbout

This ad-free web-based option is said to be easier to import information into than many of the apps, and it offers invoicing for small businesses. They provide a 45-day free trial, then the cost ranges from $9.99 to $39.99 per year.

With options for every budget and functions that serve a variety of needs, there’s an app that’s right for every type of client. And keep in mind, it’s a smart idea to set these up at least a few weeks ahead of travel so that users get a sense of how they work, allowing them to check in quickly during their trip.

The ship class that redefined cruising just got bolder. Because the biggest ship in the world, Wonder of the Seas SM , brings even bigger adventures to the award-winning Oasis Class. Your clients can enjoy eight unique neighborhoods, including the all-new Suite Neighborhood. A totally redesigned pool deck with more ways to soak up the sun — or shade — than ever before. The most immersive AquaTheater ever, with a game-changing surround stage that makes you feel like part of the action. And the all-new Playscape SM , an underwater world studded with slides, climbing walls and games, where imaginations can soar. Plus returning Royal Caribbean ® fan-favorites like the FlowRider ® and Ultimate Abyss SM . The new Wonder of the Seas sails to postcard-perfect Caribbean shores starting November 2022 — then kicks off the most epic Europe season ever in May 2022.

Pool Deck

Totem touring — Ketchikan, Alaska

Playscape SM

INCLUSIVITY ISLAND STYLE

COMFORT AND INCLUSIVITY ARE KEY FEATURES WHEN BOOKING STAYS FOR SOME CLIENTS. HERE ARE SOME OF THE BEST OPTIONS OUT THERE.

The Caribbean is known for being a welcoming, friendly, and safe destination, and this rings true for LGBTQ+ travelers, too. And while there may be a lingering perception that LGBTQ+-friendly properties are party destinations, that idea fails to capture the full spectrum of experiences many travelers hope to have away from home — whether they’re partnered, with kids or going solo.

“There is a stereotype of the LGBTQ+ traveler, that they are somehow one-size-fits-all,” says John Tanzella, president and CEO of the International LGBTQ+ Travel Association (IGLTA). “The reality is that our community is seeking romantic getaways, adventure, beach breaks, family-friendly hotels and everything in between. The main distinction is that we want to feel safe and welcome, and so businesses and destinations that make a genuine effort to be inclusive are the ones that earn our loyalty.”

Tanzella recommends doing your homework, including understanding the laws and culture in certain destinations that might impact your clients. The IGLTA offers online resources, including free online travel guides related to LGBTQ+ travel safety, marriage equality, traveling with HIV, transgender travel, as well as information on many specific destinations.

There are plenty of great spots for your LGBTQ+ clients to explore, but the options below stand out from the crowd. They all offer experiences that prioritize comfort, inclusivity and, of course, a few awesome things for travelers to brag about once they get home.

WORDS / SARAH TRELEAVEN

RELAX AT A TROPICAL SPA IN PUERTO RICO

“Puerto Rico has been incredibly committed to educating their industry partners on ways to provide safe, respectful service, and with their new campaign, Puerto Rico is also promoting much-needed visibility for gender non-conforming travelers,” says Tanzella. Discover Puerto Rico maintains a list of recommended properties for LGBTQ+ travelers. One of those properties is the 115room Dorado Beach, A Ritz-Carlton Reserve, a place where guests can truly relax, unwind and be pampered.

The Spa Botanico is the real standout at this ultra-luxury property and the concept is total immersion in nature. Housed in a fiveacre open-air nature reserve, the spa includes a prominent 100-year-old Ficus tree that greets guests and stands as a symbol of endurance and longevity. Stone-lined paths lead to tranquil treehouse-like treatment platforms. There’s also an infinity reflection pool, and a series of gardens, including a pineapple patch that provides some of the sun-kissed ingredients used in treatments like scrubs and massages. Beyond the spa, Dorado Beach also offers “Moments of Discovery” experiences including walks along the unspoilt Rockefeller Trail, food and architectural tours in Old San Juan and mountaintop dining with breathtaking views. For guests looking to take these memories home with them, Dorado Beach has another unique feature: Elemento, the resort’s onsite photography studio, which can be booked for shoots.

Dorado Beach, A Ritz-Carlton Reserve

ENJOY TOWN AND COUNTRY IN CURAÇAO

Some destinations just happen to become popular with the LGBTQ+ community over time while others, like Curaçao, have been conducting targeted outreach for years. And Avila Beach Hotel, which is a member of the International Gay & Lesbian Travel Association in Curaçao, stands out as one of the top choices for your clients. The resort blends the best of two worlds for travelers who like a little more activity on their Caribbean vacation; it’s located on a beautiful crescent-shaped beach that also happens to be on the edge of Willemstad, the capital city that’s been recognized by the United Nations Educational, Scientific and Cultural Organization (UNESCO) as a world heritage site. The resort has plenty to offer for guests simply looking to lounge by the water’s edge (with two beaches and an infinity pool), but what truly sets it apart — especially among Caribbean resort properties — is its proximity to a lively, urban center. Just beyond Avila Beach’s front door, guests will find elaborate colonial Dutch architecture, vibrant nightlife, year-round festivals and truly diverse local culture. The area immediately surrounding the property,

the Pietermaai neighborhood, is lined with colorful buildings housing inviting bars and restaurants. Further afield, guests can visit a floating market for fresh fruit and seafood or stroll across the town’s iconic floating Queen Emma Bridge. There are also plenty of opportunities to shop for souvenirs and colorful beachwear. Much of Willemstad is walking distance from the resort, but Avila Beach also offers a twice-daily shuttle for those who might want to beat the heat or ride in style.

HIT THE BEACH IN THE DOMINICAN REPUBLIC

Picture this: An iconic white sand beach lined with tall palms and dotted with perfect little shade-bearing palapas. This is Secrets Royal Beach Punta Cana, an adults-only, all-inclusive resort in the Dominican Republic, which is well known as a welcoming place for LGBTQ+ travelers. The pretty cream-colored buildings are low-lying, sprawling across the large property. The resort, which has 464 rooms, is indeed so large that guests might even find themselves a little lost, wondering if they’re heading towards the well-stocked wine cellar or the fresh seafood menus of the waterfront restaurant. But

Avila Beach Hotel

Secrets Royal Beach Punta Cana

COURTESY OF AMR TM COLLECTION

here’s the good news: They can always use the pristine white sand beach and the lapping turquoise waves to orient themselves. This resort, with all its elaborate amenities, is about taking in the smells, sounds and sweet relaxation of the Caribbean Sea.

Guests may be tempted to wake up and head down to the water for morning yoga and a moment of Zen. Or they can try one of the many beach-based activities, including snorkeling, volleyball, water aerobics, fishing and more. Relaxing in a poolside hammock with a book is also a popular activity. Guest rooms include king-size beds, marble bathrooms, furnished terraces and a complimentary minibar. Secrets Royal Beach will appeal to foodies, in particular; the “Sip, Savor & See Dining Experience” they offer allows guests to pick from 80 dining options across nearby sister properties.

CULTIVATE BALANCE IN CUBA

Cuba is often viewed as one of the more LGBTQ+-friendly options in the Caribbean, and the fight for equality on the island has come a long way. Last May, the country’s health ministry in Havana was draped in a giant rainbow flag to observe International Day Against

Homophobia. Across the island, Gran Muthu Rainbow Hotel is an adults-only resort widely regarded as one of Cuba’s premier LGBTQ+ destinations — complete with its own rainbow flag painted on the exterior of the main building.

The resort is located on Cayo Guillermo, an island in the Jardines del Rey archipelago, which is known for beautiful beaches and opportunities for diving. With 248 rooms, Gran Muthu Rainbow Hotel provides both plenty of opportunities for quiet contemplation and a range of activities to keep busy and have fun. In addition to yoga on the wellness terrace overlooking the ocean, other outdoor options include tennis, horseback riding, fishing, kite surfing and scuba diving. There’s also a bowling alley, karaoke and nightly shows. Food and drink options are abundant, including Asian fusion, Spanish tapas, Indian, buffet dining and a lobby bar perfect for pre- or post-dinner cocktails. Offsite, the area is a little sleepy — and a 6-hour trek to Havana — but guests can easily explore nearby lobster shacks, check out other beaches or visit a wildlife park filled with bright pink flamingos. This resort is a great option for clients who want to balance sitting on the beach with resort-based activities.

Gran Muthu Rainbow Hotel

UNCOVER ROMANCE IN COSTA RICA

Costa Rica, the first Central American country to legalize same-sex marriage in 2020, has become increasingly popular with LGBTQ+ travelers. For clients looking for a true hideaway, Secrets Papagayo is a great option. The resort sits along a quiet, rustic stretch of beach with orange-roofed cottages built into a gently sloping hillside. Together, the natural landscape and the resort’s design, which favors privacy, set the scene for a truly romantic vacation.

And it’s not just the environment; the resort has plenty of details to help set the perfect scene for couples hoping to rekindle their romance — think soothing outdoors couples’ massages and mimosas in bed.

For those in need of quality time, there are cooking classes, rum tastings and hikes through a tropical forest. Rooms have floorto-ceiling windows, and are decorated in taupe, blue and green to complement the sand, sea and trees just beyond the doorstep. Many of the dining options are al fresco, so guests can dine under the stars once the sun goes down. There are also honeymoon, anniversary and vow renewal packages that include fresh fruit and flowers, beachfront dinners and sparkling wine.

Secrets Papagayo

DELIGHT IN UNDERSTATED ELEGANCE IN ANGUILLA

The simple but striking architecture at Cap Juluca, with its one and two-story white buildings topped with modest white domes and arched door frames sets a clear tone: This is the essence of pared down luxury. And even better, this 66-room, 42-suite resort is a Belmond property, and Belmond is both a global partner of the IGLTA and maintains an LGBTQ+ advisory group that informs its global operations.

Private pool villas with walkout patios line the horseshoe-shaped platinum beach that gradually descends into crystalline waters. Dining options range from Peruvian influences (including fresh ceviche) and seafood-focused Anguillan cuisine to casual Italian and inspired rum punches designed to be sipped to the sounds of Calypso music. Guests can also opt for private dining, either on the beach or under the stars or in their own villa. Beyond the resort, guests can explore sea kayaking in clear waters, spend the day on a catamaran, go bird watching in a nature park or try scuba diving around some of Anguilla’s pristine reefs.

Cap Juluca

COURTESY OF CAP JULUCA

HEAD TO THE WATER IN THE CAYMAN ISLANDS

“Marriott International has several properties throughout the Caribbean, and that’s another way to feel safe when you’re unsure about a destination,” says Tanzella. “Seek out global brands with a good reputation for welcoming LGBTQ+ travelers.”

To that end, Marriott publishes LGBTQ+-specific travel articles on their website, including guides to popular destinations. One of those popular destinations is Grand Cayman Marriott Beach Resort. Situated on gorgeous Seven Mile Beach, this oceanfront hotel is

oriented around the water. Guests can stroll barefoot in calm surf with soft white sands. There are plenty of activities to enjoy like snorkeling or paddle boarding, or visitors can take a dip in the kidney-shaped pool, just steps from the beach. Later, they can dine on fine seafood — think grilled octopus salad and Caribbean-style fish and chips — at one of the hotel’s farm-to-table restaurants or sip a cocktail or fresh coconut water while gazing at the ocean. Guests can also visit one of the many other waterfront venues along this pretty stretch of beach, or wander over to the Camana Bay complex, where they can eat and shop next to a pretty waterfront promenade.

Grand Cayman Marriott Beach Resort

DISCOVER AN OASIS IN JAMAICA

Some destinations in the Caribbean are a bit more challenging for LGBTQ+ travelers — and Jamaica, which has anti-LGBTQ+ laws, is one of them. But Tanzella cautions advisors not to write them off completely.

“Travelers tell us they want to explore the world, regardless of laws,” says Tanzella. “It’s a personal choice. Some will always still go to the places where the laws are in our favor, and others, myself included, will never allow my orientation to limit where I go in the world.”

One place he recommends for those interested in Jamaica is Round Hill Hotel and Villas, which has “welcomed many gay guests, has gay

management and advocates for equality on the island.”

This Montego Bay resort, part-owned by designer Ralph Lauren, has long been known for its elegant interiors, calm waters and beachfront rooms that almost feel like you could reach out from your balcony and touch the white sand. Private white villas are framed by climbing hot pink bougainvillea, and bedrooms styled with plush white furniture and canopy beds. The whole property lends itself to decompression, whether it’s taking a tour of the organic farm or setting sail on a glass bottom boat to see a picturesque reef. Just beyond the gates, Montego Bay offers a variety of more casual dining options, including BBQ pork and classic Jamaican patties.

Round Hill Hotel and Villas

COURTESY

CAYS, COVES AND CARNIVAL CRUISING THE CARIBBEAN

EXPLORING CARIBBEAN CRUISES WITH UNIQUE ITINERARIES AND OFF-THE-BEATEN-PATH PORTS.

With an average of 11 million cruise passengers visiting each year, the Caribbean is one of the world’s most popular places to embark on a maritime adventure. And as such, there’s no shortage of options when it comes to choosing which cruise liner to board to explore the region’s bevy of islands, islets, reefs and cays.

But what of the lesser-traveled parts of the West Indies? Can a cruise provide the same access to the hidden gems of everyone’s favorite island getaway? With one-of-a-kind itineraries, unforgettable shore excursions and unparalleled experiences in paradise, all signs point to “yes.”

WORDS / JENNA BUEGE

EQROY/SHUTTERSTOCK.COM

BIRTHPLACE OF ALEXANDER HAMILTON, ST. KITTS AND NEVIS

OCEAN CAY MSC MARINE RESERVE, BAHAMAS

Under-the-Radar Ports

Ralph Waldo Emerson once said, “It’s not the destination, it’s the journey.” But with cruising, it’s a little bit of both. Travelers relish all of the fun and entertainment that is unique to the cruise experience but that doesn’t take away from the magic of exploring every port of call.

Nassau, Amber Cove, San Juan ... you’re probably familiar with the Caribbean’s most-common spots to drop anchor. However, with their popularity comes big crowds and tourist traps filled with neon T-shirts, endless trinkets and a slew of taxi drivers ready to whisk you away. Instead,

steer clear of the run-of-the-mill experience with a visit to an under-the-radar port.

Philipsburg, St. Maarten

For a taste of Europe minus the trip across the pond, check out Philipsburg, St. Maarten. The capital of Sint Maarten, Philipsburg makes up the Dutch side of the island and as such is home to fine cuisine, noteworthy architecture and fabulous shopping. To explore this charming spot, dock at the newly renovated Dr. A.C. Wathey Cruise & Cargo Facility, conveniently located only 20 minutes by foot from the heart of downtown. Royal Caribbean International’s

8-Night Eastern Caribbean Cruise itinerary includes a full day in this charming Caribbean port.

Oranjestad, Aruba

If you’re a big beachgoer, you won’t want to miss a visit to Oranjestad, Aruba, home to Eagle Beach which is said by some to be the best beach in the Caribbean. What’s more, Eagle Beach is far less busy than the ever-popular Palm Beach due to its healthy distance from the area’s busy stretch of resorts. Sharing the same name, drop anchor at the Oranjestad cruise port for easy access to sun and sand. Many of Norwegian

STINGRAY CITY, GRAND CAYMAN

DARRYL BROOKS/SHUTTERSTOCK.COM

ORANJESTAD, ARUBA

Cruise Line’s Caribbean itineraries include Oranjestad. The 14-day Curacao, Aruba and Dominican Republic cruise stops at 10 Caribbean ports and is aboard the updated and luxurious Norwegian Dawn.

St. Kitts and Nevis

Fans of Broadway’s popular musical Hamilton may already be familiar with St. Kitts, the birthplace of Alexander Hamilton himself. However, this sunny island escape is also a great spot for beachgoing and hiking with a series of dormant volcanoes and a lush jungle landscape. For a taste of the action, make your way to Port Zante, also

referred to as Basseterre’s cruise port, located on the island’s southwestern coast. Princess Cruises’ 11-Day Southern Caribbean with Barbados itinerary stops at seven ports total, one of which is St. Kitts. Shore excursions on the island range from a rainforest walk to coastal cruise and snorkel to a scenic drive.

Amber Cove, Puerto Plata

For a cruise terminal that acts as a destination in itself, don’t miss Puerto Plata’s Amber Cove. Located on the north coast of the Dominican Republic, this port doubles as a waterpark and is just a jaunt from popular Coconut Cove and Sosua Beach. Amber Cove

also serves as a gateway to tons of fun adventures including quick access to the Dominica outback, the waterfalls of Damajagua, a nearby chocolate experience in the town of Altamira and more. Amber Cove is part of Holland America Line’s 10-Day Southern Caribbean Seafarer itinerary, giving cruisers a full day to enjoy this unique port.

Islands of (Exclusive) Fun

A few cruise liners such as MSC Cruises and Royal Caribbean have taken the idea of an exclusive port to the next level with service to and from their own private islands in the Caribbean. MSC Cruises’ island, Ocean

PHILIPSBURG, ST. MAARTEN

Cay MSC Marine Reserve, is located in the Bahamas and features multiple white sand beaches, plenty of on-site activities and access to exclusive food trucks and beach bars. However, perhaps most notable is Ocean Cay’s commitment to the environment, as every aspect of the island was designed with sustainability in mind. Similarly, in Haiti, you’ll find Labadee, Royal Caribbean’s secluded island haven with no shortage of tranquil and adrenaline-inducing activities. Thrill-seeking travelers can catch a high on an alpine coaster, conquer the world’s longest zip line over water or ascend the Caribbean’s only iceberg at Arawak Aqua Park. Alternatively, spend the day relaxing on Nellie’s Beach in a private bungalow, Labadoozie (the island’s signature cocktail) in hand.

Uniquely Caribbean

Jungle landscapes, beach bars, jerk chicken ... some things are distinctly Caribbean. Similarly, there are some activities that are best enjoyed in the West Indies.

Animal Encounters

The Caribbean is an ideal destination for animal adventures. Visitors can take a dip with stingrays at the Cayman Islands’ Stingray City, hang with flamingos at Aruba’s Renaissance Island or walk amongst feathered friends at Curacao’s Ostrich Farm. However, one of the area’s most noteworthy creature features is Exuma’s famous swimming pigs. Nonindigenous to the island, where the pigs

came from is anyone’s guess. Some theorize that they were left behind by a group of sailors while others claim that they made their way onshore after surviving a nearby shipwreck. Whatever the case, one thing is for certain: these pink pals love to get their hooves wet. Today, Big Major Cay is home to around 20 pigs and piglets who enjoy daily visits and selfies with locals and tourists alike.

Outdoor Adventures

Always good for a thrill, the West Indies are famous for their stunning scenery and outdoor offerings. Intrepid travelers won’t want to miss a shore excursion to Hibiscus Eco-Village, the last and only Kalingao Territory in the world, where you can explore the island of Dominica on an exhilarating river tubing tour. Featuring fast rapids and lazier portions, too, guests will enjoy a dreamy backdrop as they float past exotic wildlife and lush vegetation. Nearby, globetrotters can also find Boiling Lake, a UNESCO World Heritage site located inside Dominica’s Morne Trois Pitons National Park. Famous for its unique geological features, the park features a 4,402-foot tall volcano, dramatic slopes and valleys, 50 fumaroles, three freshwater lakes, a series of hot springs and more. Boiling Lake is particularly noteworthy due to its bubbling greyish-blue waters and steamy landscape.

A few islands over, voyagers can explore Harrison’s Cave, one of the Seven Wonders of Barbados. Nearly 50 feet tall and spanning 1.4 miles in length, Harrison’s Cave is an

impressive active stream cave system where visitors can marvel at crystallized limestone, flowing streams, waterfalls, deep pools of crystal-clear water and massive speleothems. For another excursion beneath the surface, visit St. Maarten’s Sea Trek Helmet Diving, a unique tourist attraction where travelers can explore the wonders of the ocean floor. Sound a little freaky? Don’t fret, you don’t need to be a professional diver to enjoy this escapade thanks to a handy pressurized helmet that keeps water around shoulder height while you explore the underwater marine park.

History and Local Flair

The escapades of Captain Jack Sparrow weren’t completely rooted in fiction; the Caribbean was indeed home to pirates aplenty throughout history. In fact, during the Golden Age of Piracy, famous 17th-century buccaneers like Blackbeard, Calico Jack and Henry Morgan called the islands of Hispaniola and Tortuga home. Today, traces of marauders-past can still be seen at historical sites such as Jamaica’s Port Royal, Dominica’s Portsmouth and Panama’s port town of Portobelo.

For the party of a lifetime, visit the Caribbean in February or March to partake in Carnival, a rambunctious occasion abundant with music, dancing, elaborate costumes and heaps of delicious food. A tradition from the region’s colonial past, Carnival in the Caribbean has a complicated history. However, the modern observance of the holiday acts as a celebration of the region’s diverse peoples and cultures. From the Dominican Republic and Haiti to the Cayman Islands and Martinique, you will find raging Fat Tuesday and Mardi Gras celebrations scattered across the islands. However, the most notable gathering is in Trinidad where partygoers parade in the street for two full days, decked out in feathered outfits as they dance to wild beats.

Speaking of delicious food, no trip to the West Indies would be complete without sampling the region’s iconic island cuisine. Seafood dishes in the Caribbean are unbeatable when it comes to freshness and flavor. Try coucou and flying fish in Barbados, crab and callaloo in Trinidad and Tobago and conch fritters in the Bahamas. If fish isn’t your preferred protein, opt for Jamaica’s world-famous jerk chicken instead which offers the perfect balance of sweet and spicy for a unique and unforgettable meal.

LABADEE, HAITI

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

You can pause, rewind and skip ahead

Tap into Your Brand Identity

AN AWARD-WINNING MARKETER SHARES TIPS THAT CAN TAKE YOUR BUSINESS TO THE NEXT LEVEL.

WORDS / ELISA PARHAD

Do you know what your brand is communicating to your audience? It’s an important question to consider and knowing the answer can help you improve service and attract new customers. To explore this topic, we sat down with Krystle Kopacz, CEO of Revmade, an award-winning content marketing company guiding an array of clients on how to tell their brand stories while engaging meaningfully with their audiences. Her mix of tried-and-true innovative strategies can help you define and articulate your brand’s voice so that you can develop relationships with happy and engaged customers for the long haul. Here’s how.

Tell me about your company, Revmade, and what it is that you do for brands.

My work has always focused on understanding and connecting with an audience from an editorial perspective. After working for several media companies, I realized it was time to become my own boss. I started Revmade, a small, woman-owned business, in 2016 and we have grown every year. I attribute most of our success to the unique way that we focus on our services, audience analysis and tailored content to meet audiences where they are. It’s really fun to have our hands on the data of what each audience wants. The special sauce is genuinely

Krystle Kopacz, CEO of Revmade

understanding the overlap of what audiences want to hear and what a brand wants to say. It’s nice waking up in the morning really loving what you do.

You are an expert in branding and content marketing. In this work, what does brand voice mean to you?

Every successful brand has a personality. It helps to think about your brand as a literal character. Ask yourself: Are they more serious or fun? Are they a professional or a friend? What motivates them? Those answers can help determine your brand voice and help guide how you communicate with the world.

Why is it important for travel advisors to articulate their brand to customers or clients?

Your brand is communicating with customers and prospects long before you realize it, teaching them how to perceive your company and what to expect. A strong brand makes it far easier to attract the right customers and retain talented employees, because it’s communicating a seal of quality, innovation, service or something else of value to them.

What are the business consequences of not properly articulating your brand?

Not having a strong identity and sticking to

it can be costly for businesses, both financially and when it comes to retaining talent. You have to put a lot more effort into convincing without a strong brand behind you, and even if you are personally persuasive you still run the risk of losing potential customers and employees without a strong brand as a foundation.

How do you help companies understand what they should communicate to their target market?

We’re always searching for the intersection of audience demand and company expertise — essentially the overlap of what your audience wants to hear and what you

uniquely specialize in. We start with an in-depth audience behavior study to understand the information a specific audience wants or needs, and layer that with brand values, products, goals and even company culture. The magic is in identifying brand relevance and making sure it’s in a space unoccupied by competition.

How can a brand unlock its core values and personality?

We start every one of our engagements by

trying to figure out what the audience’s media diet is: What is currently getting their attention? When are they freely giving it? When are they searching? When are they are on social, reading publications or listening to podcasts? Essentially, what are they doing, why are they doing it and where are the gaps? Once you answer those questions, you can then build a strategy to fill those in. It’s an effort in figuring out what that target customer wants, then meshing that with what the brand’s personality is and what the brand’s goals are.

What are some ways for advisors who cannot do in-depth behavior analyses to learn about their customers?

Ideally this type of data would be analyzed on an ongoing basis (it’s one of the services our company offers because it is so illuminating for marketing strategy). But, considering resource constraints, I would aim to be an active participant in the online communities where your prospects are. This does require considerable time and effort,

but it will give your brand visibility and teach you a lot about how your prospects are communicating and what they value.

Is there anything that travel advisors should specifically focus on when doing their own brand work?

You need to start by knowing why what you offer is unique, and why your audience might want it. Aim to complete this sentence: I’m one of the few that provides _________ with

the ultimate goal of making my customers feel _______. Make sure your sentence is unique from your competition, that it will matter to your audience and that you can (and do) deliver on it.

Are there any specific steps that fledgling travel advisors should take to start their brand journey?

Stay in lockstep with your target customers and focus specifically on knowing and solving

at least one of their pain points. When you do, ask for testimonials and start to brand yourself as a problem solver in a specific area. It’s a pragmatic approach that works in getting business and developing a strong reputation and referral base of business.

What steps should veteran companies take to ensure that their brand communication is on track?

I would focus obsessively on my target audience behavior to make sure my brand is present and successful in all the areas where my customers and prospects are. For example, is my brand appearing in Google when prospects are looking for travel advice? Am I getting positive engagement and seeing growth in social channels? A lot can be learned from consistently listening to your potential buyers.

What’s the best platform to communicate a brand’s value, personality and story?

You should always aim to be where your target audience is spending time, solving problems or getting inspired. Anywhere else is a distraction and not worth your time and money.

Finally, what is your advice on where to invest limited marketing resources? Would you suggest starting a newsletter, spending time posting on Instagram or TikTok or focusing on referrals? Maybe a mix of everything?

Don’t try to do a bit of everything if you’re tight on resources, start by reengineering your last 25 clients: Where did they come from? How did they find you? Use that information to develop a single channel you’ll put resources into. Once you’re seeing success through that channel, you can consider expanding into others.

ALL-INCLUSIVE WELLNESS CARIBBEAN in the

Afternoon tea on the beach at Carlisle Bay

RELAX, RECHARGE, REPEAT (IF YOU’RE LUCKY). THESE CARIBBEAN DESTINATIONS ARE REIMAGINING THEIR WELLNESS PROGRAMS FOR TODAY’S STRESSED TRAVELERS.

WORDS / SARAH TRELEAVEN

Wellness has become an increasingly expansive category over the past decade. When applied to hospitality, it was once a code word for “has a spa,” but the travel industry is rethinking what it really means to be well. It’s no longer simply about being pampered in a dimmed room while the songs of chirping birds are piped through a sound system — although it can certainly include that. Increasingly, wellness in the hospitality industry is a place where guests can feel at peace, like their best selves, and how resorts and hotels can help facilitate that through targeted programming, beautiful natural environments and smart interior design.

All things considered, the Caribbean makes an excellent backdrop for these types of trips. The destination itself universally evokes common imagery of serenity: bare feet on white sand beaches shaded by palms, gently lapping aquamarine waters, fruit so fresh you can smell it before it hits the table, spectacular orange-red sunsets and warm, salted breezes that gently tousle your hair. Who wouldn’t want to feel better than their usual self in an idyllic place like this? At the right destination, with the right wellness program, anything is possible. These seven resorts combine the charms of the Caribbean and the sanctity of mindbody health with the ease of an all-inclusive destination. They’re part of a new vanguard of properties that cater to guests and all their niche wellness needs.

Strand yourself in St. Vincent & the Grenadines

At Petit St. Vincent, the focus is on getting away from it all — and they really mean it. This tiny slice of paradise is ideal for those who have ever daydreamed about being stranded on a tropical island, but with all the luxurious amenities you can think of. This boutique property sits on 115 acres of pure natural splendor, complete with elegant villas, private picnic spots, beachfront barbecues with palapa-topped al fresco dining and a wine cellar filled with vintage Champagnes (because being here is something to celebrate). While the property offers a tranquil hillside spa, the real wellness benefits lie in the uncluttered landscape. This is a place for guests to exhale, to feel time slow while lying in a hammock and to finally lose that tension they’ve been holding in their shoulders.

TWO PHOTOS TOP RIGHT: MIKE TOY

PHOTOGRAPHY; OTHERS COURTESY OF PETIT ST. VINCENT

PETIT ST. VINCENT

Sleep deeply in St. Lucia

For many, decent sleep is but a dream. And so, it’s become an increasing focus of hospitality wellness offerings all over the world. At BodyHoliday, a wellness-focused beachfront resort, the Sleep Well Program incorporates a range of techniques to maximize relaxation and induce slumber: noise-cancelling walls and specialized air control systems; diet and meditation; feng shui principles; and a pillow menu that includes six different options. BodyHoliday also includes a wide range of wellness offerings in the nightly rate, including a daily spa treatment (facial, massage or body wrap) and complimentary mindfulness activities like tai chi and yoga. There’s also a food and drink plan that incorporates Ayurvedic elements, which focus on nutritional balance, with the exact right amount of vacation-style indulgence (i.e. no one has to skip dessert).

COURTESY OF BODYHOLIDAY

Enjoy sun (and even more sun) salutations in Antigua

At Carlisle Bay property, nestled between a rainforest and the calm, clear waters of the nearby bay, all-inclusive takes on a different meaning. In addition to dining and drink options, this resort also offers all-inclusive yoga and meditation packages that allow guests to focus on physical and mental health, all while staying in paradise. Guests can bookend their days with sunrise and sunset meditation, helping them to reduce physical and emotional stress. Daily classes of yoga and Pilates take place in a pavilion surrounded by lush flora and fauna, where guests are shaded from the sun but can still feel warm tropical breezes on their body. Evening yoga is the perfect way for guests to prime their heads for climbing into an ultra-comfortable bed for the night. The property also offers a fitness center, spa, tennis, and water sports including windsurfing and paddle boarding.

COURTESY OF CARLISLE BAY

CARLISLE BAY

Frolic on your own private island in the Bahamas

The new Sandals Royal Bahamian isn’t your standard beach resort. In addition to an enviable waterfront location in Nassau, it also holds an exotic offshore island, Barefoot Cay. The island is perfect for swimming, sunning, snorkeling and lunching on fresh seafood at the chic Beach Club. And while guests might find Zen at the swim-up bar or in a private cabana, the island’s Red Lane Spa offers a little slice of wellness in an unparalleled location. Each treatment table is positioned to maximize both privacy from the other guests and exposure to the lulling relaxation of waves hitting the beach. Treatment options include a heart rock massage on a sea raft or a salt scrub on sand.

COURTESY

Plant-based dining in Playa del Carmen

Perched on the edge of the Caribbean Sea, Palmaïa, The House of AïA combines classic wellness offerings with a spiritual twist. In addition to their ancestral rituals and healing practices (some led by the in-house Shaman), the resort is committed to offering plant-based cuisine and cruelty-free amenities, including vegan rooms. Restaurants feature herbs cultivated in the resort’s greenhouse and other slow food elements, along with an array of vegan, vegetarian, fish and, yes, meat options. There’s also a juice bar, vegan taco truck and beachside cocktail bar that serves up drinks made with fresh tropical fruits. Sleek modern and minimalist design has been woven into a jungle backdrop, creating a serene (and highly Instagrammable) environment for guests.

Relax at a dreamy spa in the Dominican Republic

While almost every Caribbean all-inclusive resort offers guests the opportunity to book a massage, some properties build spas that you can build an entire vacation around. The adults-only Sanctuary Cap Cana recently underwent an extensive renovation, with a particular focus on their Sanctuary Spa. Visitors walk

COURTESY OF SANCTUARY CAP CANA

PALMAÏA, THE HOUSE OF AÏA

SANCTUARY CAP CANA

down a garden path lined with large palms and enter a world of supreme relaxation, with thatched treatment cottages and water features. The spa’s hydrotherapy circuit includes sauna, steam, cold plunge, hot tub, foot bath, showers and a dynamic hydro pool — all designed to stimulate and rejuvenate both mind and body. Couples looking for a little romance can book together and add Champagne and strawberries.

Get back to nature in Antigua

Set amidst 40 lush acres, Galley Bay Resort & Spa offers the perfect opportunity to commune with nature — a demonstrated way to improve overall wellness. Other than the resort’s unobtrusive structures, many of which have been thoughtfully constructed using natural materials, the only other parts of the landscape are sand, water and rolling green hills kissed by the sun. Even the spa is ensconced in nature, set on the edge of a lagoon. Guests can spend hours strolling through the bird sanctuary, try their hand at fishing in the grotto, visit a tortoise sanctuary, hike the nature trail, visit the herb and veggie garden, take a dip in the freshwater pool or borrow a bike and explore the many winding paths. Farm-to-table cuisine and a weekly Caribbean beachside barbecue round out the experience alongside an opportunity to sample local rum.

COURTESY OF GALLEY BAY RESORT & SPA

GALLEY BAY RESORT & SPA

OUTSOURCING: THE SECRET WAY TO GROW YOUR BUSINESS

A HELPING HAND MAY BE JUST WHAT YOUR BUSINESS NEEDS TO GET TO THE NEXT LEVEL. HERE’S HOW INTERNS, VIRTUAL ASSISTANTS AND MORE CAN TRANSFORM YOUR DAY.

WORDS / SARAH TRELEAVEN

Travel advisors are masters at multitasking, but at some point, you may need to call in backup to take care of the small stuff. Doing so can help you focus on the bigger picture, potentially leading to a larger, more profitable business.

Ashley Metesh-McCoy, owner of Kinship Vacations, knows this firsthand. She began her journey in military intelligence but left to pursue her MBA. Her husband remained on active duty in the army and when she decided

to reinvent herself professionally, she needed something that was location independent and could sustain her through the moves her husband’s work sometimes demands. This is when Kinship Vacations was born. “It’s the perfect job for a military spouse because it’s portable and we’re often stationed in interesting places like Italy, Japan, Korea or Germany,” says Metesh-McCoy.

She loved the work, but she soon hit a bit of a roadblock. “I realized that I wasn’t really

able to work on my business as much as in my business,” she says. In other words, she was so busy keeping up with the necessary day-to-day tasks that she didn’t have much time to really focus on how to grow her agency. So, she set out to determine where her core strengths and priorities lay — and how she could outsource the rest.

Many advisors eventually find themselves in the same position as Metesh-McCoy: You can’t do it all, even if you might try! So, it’s

Joshua Bush, CEO of Avenue Two Travel

Ashley Metesh-McCoy, owner of Kinship Vacations

“We don’t typically think of the ability to outsource efficiently as a skill, but that’s exactly what it is. It might be a bit daunting when you first dip your toe in, but over time you’ll get better at figuring out how to do it, and when, and where you can reap the biggest benefits.”

important to understand when you’re reaching the limits of your expertise and when it’s time to call in help for basic business tasks that can take up valuable time. Whether you’re hiring an intern or turning to Task Rabbit, it’s okay to give up a little control if it benefits both you and your business. Plus, you may be setting your agency up for a future crop of great employees or relationships that stretch far into the future. Here’s how to do it.

Develop a framework

Since she started her business in 2016, Metesh-McCoy has become so efficient at management and outsourcing that she now coaches other advisors. The first thing she suggests doing is developing a framework to help determine what needs to be, or can be, delegated to another person. “It sounds like common sense, but some people find it enlightening,” she says. “I have people ask themselves questions, including, what do I

hate that I do every day, and which things am I not great at? And those become the first things I would recommend outsourcing.” For Metesh-McCoy, that thing was social media, so she hired a social media manager to create and post content for her brand.

Focus on your strengths

It can be easy to get bogged down in trying to do it all — a particularly common phenomenon with solo-preneurs. But Metesh-McCoy

sees outsourcing as a way to free up your schedule to focus on what you love and what you’re good at. “That’s where you really want to spend your precious time,” she says. For the things you like but might not excel at, Metesh-McCoy suggests investing in yourself with training and other forms of professional development.

Expect a learning curve

Joshua Bush, CEO of luxury host agency Avenue Two Travel, says that streamlining his outsourcing processes has taken him 15 years of trial and error. Initially, he joined the family business hoping to “figure out stuff on my own,” but he soon recognized the value of relying on others so he wouldn’t need to split his focus.

When he joined the business, Bush took over several management tasks so his mother could focus on her strong suit: sales. When her sales went up, Bush explored other tasks that could be taken off her plate, including things like mailings to clients. “There were some fits and starts,” says Bush. Crucially, he learned over time that it was important to not just train someone to assume new tasks, but also train his staff on how to delegate effectively.

Do the math

Metesh-McCoy recommends looking at the financial side of outsourcing “like an economist,” she says. First, ask yourself what an hour of your time is worth? “That’s hard to quantify for a lot of people and it might

take some external research to figure out both what your skills are worth and how much you can expect to pay someone else to do it,” she says. Once you have determined this, you’ll have a starting place for a budget to work with.

Pay attention and keep an open mind

That person you hired to handle your social media posts? She just might turn into the next highly valuable member of a now-growing team — and with a set of skills that could be an excellent complement to your own. Metesh-McCoy’s first virtual assistant, a fellow military spouse, started off doing basic administrative tasks and eventually developed a niche in content creation, blogging and

“Advisors can get bogged down in a common conundrum: They don’t have the cash flow to outsource but they also don’t have the time to grow the business.”

writing. “She took initiative and we really learned what her strengths were and how she could contribute to the business.”

Start slow

Advisors can get bogged down in a common conundrum: They don’t have the cash flow to outsource but they also don’t have the time to grow the business. “This is where I recommend a really methodical approach,” says Metesh-McCoy. “Pick one thing to outsource and do it slightly ahead of the curve, just before you can really afford it. If you wait too long, it can be harder to catch up.” She also recommends that advisors new to outsourcing start with a three- to six-month trial period — long enough to figure out if it helps, but not so long that it can backfire.

Consider your options

Outsourcing doesn’t necessarily require the hiring of an individual to fulfill a particular job. For Bush, some of the earliest outsourcing he did involved contracting a company that helps with a range of virtual assistant tasks, including calendar administration, emails, document prep and other tasks. “I needed to get from A to C, and they helped me get to B,” he says. In other words, they couldn’t do the big things. But they did enough of the small things that Bush was able to leapfrog forward. “They really helped us bridge the gap.”

Think of outsourcing itself as a skill

We don’t typically think of the ability to outsource efficiently as a skill, but that’s exactly

what it is. It might be a bit daunting when you first dip your toe in, but over time you’ll get better at figuring out how to do it, and when, and where you can reap the biggest benefits. “Some people have a hard time trusting that others will be able to do the work to the quality they expect, and others just don’t know where to start,” says Metesh-McCoy. But with time, it gets both better and easier.

Grow the vision for your business

It can be tough to daydream or blue sky or plan for a bigger, better tomorrow if you’re constantly bogged down in today’s (or yesterday’s) tasks. But Metesh-McCoy says that one of the best things about outsourcing is that some of her time has been freed to focus on bigger picture stuff. Since starting her agency, she has also launched several adjacent businesses — including a mentorship program for other advisors. “I was able to re-evaluate things,” she says. She has since learned that one of her major skill sets is in business operations efficiency and has been able to structure her business plan around it.

Trust yourself to take the risk

It’s often said that the worst thing you can do is not ask for help — and that can apply to outsourcing certain aspects of your business. It’s okay to not be good at everything, or to wish there were items on your to-do list that you could permanently cross off. Diving in can be scary, especially with your own business on the line, but Bush says that the dividends are worth it. “You can get so much time back, and such a better work-life balance,” he says. “But it’s also about increasing the fulfillment you get from work because you’re now focused on the things that are effortless and make you feel energized. If you can find someone to help you, you can move forward at a lightning pace.”

The Power of Choosing a NICHE

TRAVEL AGENCIES CANNOT BE ALL THINGS TO ALL TRAVELERS, AND THAT’S WHY CHOOSING A NICHE — AND STICKING WITH IT — CAN BE A POWERFUL THING.

WORDS / ELISA PARHAD

It might seem counterintuitive but focusing on a specific corner of the market — whether that be multi-generational travel, cruising or European vacations — is key. Doing so can turn your travel agency into a powerhouse, enabling your business to attract more clients, while showcasing you as an expert in a specific area. You’ll also spend less time researching trips as you continue to build your knowledge about your specific target audience and their needs.

This philosophy is one that Sharon Little, owner of Bespoke Travel Group, always believed. She knew that, at some point, she

would become known for a niche of her own. After all, she had always worked in one, initially in sports travel in the United Kingdom, and then in romance travel thereafter. But an even more specific corner of the market became clear in 2011 on a trip to Jamaica.

“I noticed at every property I visited, there were several weddings each day,” says Little. It turns out that Jamaica is one of the easiest places for Americans to get married legally, and the island offers several other perks for couples, including tropical vibes and close proximity to the East Coast and Midwest. Little also loved the island, so the decision

she made was easy: her agency, Bespoke Travel Group (formerly known as Wedding and Honeymoon Travel Group), would focus on couples headed to Jamaica for weddings or honeymoons. “It was my niche within a niche,” Little jokes.

For three to four years, Little only booked these two types of trips, despite getting inquiries for other destinations. Working with top suppliers and vendors, she quickly achieved her goal and became the leading agency for weddings on the island. Although Bespoke Travel now offers trips to a variety of other islands and Mexico, Little is first

Sharon Little, owner of Bespoke Travel Group

“Focusing on a niche requires finding your passion, committing to your corner of the market and constantly nurturing its growth.”

and foremost an authority on Jamaican romance travel.

“If you’re good at what you do, and you have that knowledge, you become the authority for that niche and the go-to person,” said Little. “Not only were we getting referral business from our customers, but the partners that we worked with often recommended us to their clients, too.”

By zeroing in on a specific travel segment, Little’s reputation precedes her. Her job also requires far less research than if she were booking for a broader range of destinations, saving her valuable time on a day-to-day basis.

“We know what time the sun sets and what time the sun’s actually going down.

We know how windy that location is. We know how long it’s going to take the bride to get from her room to the altar and we know what the walkway looks like. Essentially, we know every minute detail. To me, that’s a huge benefit I can offer clients,” Little says. “It also makes the job exponentially easier. Once you have your niche down, you basically know everything, or the majority of the knowledge that you need for every single inquiry.”

Another advantage of a specialization is that competition is reduced and the return on budgeting dollars — because they are focused — is higher. “I’d much rather be laser focused on a smaller audience but convert them to clients at a much higher rate,” says Little.

How to find your own niche

This starts with discovering your passion. Little suggests asking yourself what you enjoy selling. Whether it is retreat trips for artists, deep sea fishing excursions or heritage travel to Eastern Europe, it is crucial that you truly enjoy that type of travel and crafting those itineraries.

“If you’re a generalist right now, look at all the different types of travel you are booking,” Little suggests. “Maybe you love planning European itineraries or multi-generational families getting together and having a great experience. Regardless, it must be something you really love. If you aren’t excited about it, it’s not your niche.”

Next, research the market to understand

if you can make a living on that slice of the pie. Is it big enough? Is it already saturated? In finding or developing your niche market, ensure it has accessible customers, room for growth and no dominant competition.

Identifying and researching areas you are passionate about can be the fun part. Where most advisors get stuck is committing to their chosen niche. For a period, this likely means turning down work and getting through a hard transition period with a lower income stream. In Little’s case, she planned for a slow period of three to six months — the approximate amount of time

it took her to change her message and let it filter down to her target customers. The success that followed is a testament to the idea that the foundation for a great business takes time and patience.

Little’s advice to weather the transition is to be prepared for short term losses, partner with the best vendors and suppliers, and keep your eye on the long game. Now with 10 years of business behind her, she says the payoff is worth the initial hardships she had to overcome. Luckily for her, in just 12 to 18 months she was pulling in over a million dollars in revenue.

Get your message out there

Like so many elements of business today, social media is a key to keeping clients informed of any pivot your agency makes. Use these channels to communicate what your agency is learning and where it is going. “You’re just trying to get the word out there,” says Little. “‘Hey, I’m doing this class today,’ or, ‘Hey, I’m in this destination today, and I’m learning about this.’ It’s about involving them in your learning process. In keeping them updated and letting them know what it is that you’re doing, you’re developing your education and keeping clients informed.”

When Little was starting out, social media wasn’t what it is today and she didn’t have a significant following. She turned to referrals, which is another classic tool to help grow a niche market. In the world of romance travel, it is likely that every bride getting married knows at least three other brides getting married within a couple of years. Little seized on that opportunity. “We would go to our brides with a referral program and ask them if they knew anyone getting married or getting engaged,” she explains. “We would ask them if they knew anyone or heard of anyone who’s looking for this type of service, to please keep

us in mind. And, that has worked really, really well for us.”

The work of having an agency focused on a niche isn’t done after you have a regular roster of clients booking trips. Tending to your niche is just as important as committing to it. “It’s a partnership and a relationship that needs continuous nurturing,” says Little. “There’s high turnover in the hotels and the wedding teams, and properties constantly have new products, new packages and new customizations you need to know about.”

Focusing on a niche requires finding your

passion, committing to your corner of the market and constantly nurturing its growth.

“I don’t want to be a Jack of all trades, master of none,” Little says. “I want to be a big fish in a small pond. Because for me, sticking to a niche has absolutely worked.”

In searching for your own portion of paradise, remember that new niches are created all the time — think film tourism, trips for those who only travel with pets or adventure travel for women over 50. For Little, it was a perfect pairing of romance and an accommodating island in the West Indies. For you, the opportunities are endless.

The CARIBBEAN by the NUMBERS

COME WITH US AS WE TAKE A CLOSER LOOK AT CARIBBEAN TRAVEL TRENDS USING VAX’S POWERFUL SHOPPING DATA COMBINED WITH INTERESTING INSIGHTS FROM THE INDUSTRY. WORDS / ANDREA SEDLACEK

We know the Caribbean is a popular destination for leisure travelers. But how popular is it? Which destinations are travelers flocking to in 2022 and which ones are still flying under the radar? Let’s take a closer look at the Caribbean by the numbers.

The Tale of Consumer Interest

Before looking at travel advisors’ shopping activity, we should understand consumers’ interest in the Caribbean. Google Trends data from the second half of 2021 shows peak interest in Caribbean vacation searches in late December. Popular related searches from that same time period include “cheapest Caribbean vacation,” “honeymoon” and “bungalow.” Specific destinations searched include St. Thomas, Curacao and The Bahamas. Outside of destinations, what are consumers looking for in their vacations in 2022?

The first report of the year from Destination Analysts found that travelers are prioritizing fun in 2022, with 75% of people surveyed saying just that. The next priority was relaxing (said by 69%), finding happiness (64%) and escaping stress (60%).

The Top Destinations

The 125,000 travel advisors who use VAX have claimed a new Caribbean favorite: Punta Cana. Montego Bay was the long-standing favorite but in November 2020, Punta Cana claimed the top spot as the most-searched Caribbean destination on VAX, has remained there ever since and still looks like a favorite for 2022 bookings. Don’t feel sad for Montego Bay; it’s nestled in comfortably at number two.

TOP 20 CARIBBEAN DESTINATIONS FOR 2022

1. Punta Cana

2. Montego Bay

3. Aruba

4. San Juan, Puerto Rico

5. Nassau

6. St. Lucia

7. Turks & Caicos

8. St. Thomas

9. St. Martin

10. Antigua

11. St. Croix

12. Curacao

13. Barbados

14. Puerto Plata

15. Grand Cayman

16. Freeport

17. Grenada

18. Santo Domingo

19. Bermuda

20. St. Kitts

Source: VAX shopping data, Dec. 1, 2021 – Jan. 11, 2022

Many of VAX’s most-shopped destinations have reported their own success and, in some cases, increased popularity in 2021 despite the state of the world. Discover Puerto Rico announced that the island welcomed 4.3 million travelers in 2021, surpassing 2020 records and showing an increase of 12% over 2015. The island also saw a record level of lodging revenue in 2021, surpassing $1 billion for the first time in its history.

Jamaica as a whole also saw record numbers in 2021. In an interview with Caribbean National Weekly, Minister of Tourism Edmund Bartlett said, “the 2021 stopover arrivals are estimated to be up 41 percent year-over-year” and by 2024, Jamaica’s tourism sector is projected to surpass pre-pandemic levels.

The Caribbean Tourism Organization reported increases in stay-over arrivals in 2021 for St. Martin (up 131%), Aruba (up 120%) and The Bahamas (up 71%). The only Caribbean destination the CTO reported with a decrease in arrivals was Dominica, whose arrivals declined 44% in 2021 from 2020.

The Top Spots

Now the good stuff: the resorts VAX’s travel advisors are shopping for their clients.

The AMR Collection properties are pretty popular with travel advisors, dominating the top five lists for the biggest destinations where they have properties (Punta Cana and St. Lucia, for example).

5 Most-Shopped Resorts in Punta Cana

1. Dreams Royal Beach Punta Cana

2. Breathless Punta Cana Resort & Spa

3. Secrets Royal Beach Punta Cana

4. Secrets Cap Cana Resort & Spa

5. Dreams Punta Cana Resort & Spa

5 Most-Shopped Resorts in Montego Bay

1. Secrets St. James Montego Bay

2. Ocean Eden Bay Resort

3. Riu Montego Bay

4. Riu Ocho Rios

5. Bahia Principe Grand Jamaica

5 Most-Shopped Resorts in Aruba

1. Riu Palace Antillas

2. Riu Palace Aruba

3. Barcelo Aruba

4. Divi Aruba

5. Renaissance Wind Creek Aruba Resort

5 Most-Shopped Resorts in San Juan

1. San Juan Marriott Resort & Stellaris Casino

2. Hyatt Regency Grand Reserve PR

3. Fairmont El San Juan Hotel

4. Wyndham Grand Rio Mar Puerto Rico Golf & Beach Resort

5. Hotel Nuevo Mejico

Looking at the destinations further down on the top 20 list is interesting, because though there are some global brand names in there (like Marriott and Secrets), a few smaller, more boutique-style hotels are showing up at the top.

5 Most-Shopped Resorts in St. Kitts

1. St. Kitts Marriott Resort & The Royal Beach Casino

2. Park Hyatt St. Kitts

Christophe Harbour

3. Sugar Bay Club Suites & Hotel

4. Timothy Beach Resort

5. The Hamilton Beach Villas & Spa

5 Most-Shopped Resorts in Curacao

1. Sunscape Curacao Resort, Spa & Casino

2. Dreams Curacao Resort, Spa & Casino

3. Zoetry Curacao Resort & Spa

4. Curacao Resort, Spa & Casino

5. Curacao Marriott Resort - Piscadera Beach

5 Most-Shopped Resorts in Puerto Plata

1. Sunscape Puerto Plata Dominican Republic

2. Iberostar Costa Dorada

3. Viva Wyndham Tangerine

4. Cofresi Palm Beach & Spa Resort

5. Viva Wyndham V Heavens

5 Most-Shopped Resorts in Barbados

1. Turtle Beach Resort

2. The Club, Barbados

3. Waves Hotel & Spa

4. Accra Beach Hotel & Spa

5. Hilton Barbados Resort

The Best Time to Go

The “best” time to go to a particular destination is really a matter of personal preference. Is it during high time when a resort is full and bumping with people? Or is it during low season with small crowds and a better chance at getting a drink at the swim-up bar? Here’s a bit of both sides for some key destinations. April and June are the most-shopped months for travel to Punta Cana in 2022. April 9 is a popular departure date along with June 18. For Punta Cana’s sister destinations of Puerto Plata and Santo Domingo, June looks busy for Puerto Plata and April looks busy for Santo Domingo. Interesting how that shakes out. Quieter times – at least at the time this data was reported – are what you’d expect for any Caribbean destination: late summer and early fall. This could all change, of course, due to the pandemic hopefully easing up before then. Travel advisors are shopping 7-night stays in Punta Cana and Santo Domingo and 4-night stays in Puerto Plata.

POPULAR TIMES TO GO TO THE DR

PUJ POP SDQ

April + June June April

Source: VAX shopping data, Dec. 1, 2021 – Jan. 11, 2022

For another popular destination, June is looking like a popular time for Montego Bay, specifically the departure dates of June 23 and 16. May 12 is a top departure date, too. Both 4-night and 7-night stays are top searches for MoBay. Aruba is another 7-night destination, but some travel advisors are shopping for 11-night itineraries there – lucky clients! May and June are when advisors are looking.

HIGH TIMES FOR MBJ & AUA

MBJ AUA

June May + June

Source: VAX shopping data, Dec. 1, 2021 – Jan. 11, 2022

Looking lower on the top 20 list, July 22 and August 10 are popular departure dates for St. Martin, with 7-night stays the mostshopped. What are the other U.S. Virgin Islands up to? July 14 is a popular departure date for St. Thomas with April 9 a close second. Shorter stays of 4 and 5 nights are being shopped more frequently than the longer 7, 8 and 10 nights. May is the most-shopped month for St. Croix, specifically May 7 and 22. And it’s a pretty even split between 4 nights and 7 nights for length of stay.

BUSY TIMES FOR USVI

PUJ POP SDQ

April + June June April

Source: VAX shopping data, Dec. 1, 2021 – Jan. 11, 2022

What This Means for TAs

All these destinations and all these numbers – what is really important to travel advisors? First, it’s important to know that the Caribbean is still a sought-after vacation destination. Sure, that may be obvious but seeing the data behind the destination – and the destinations that make up the Caribbean – drives that point home.

Second, late spring is high time for the Caribbean in 2022, so if clients are seeking a more low-key getaway, fall may be the time for them.

And lastly, though the biggest destinations have remained at the top for a while, it may be time to consider a more under-the-radar destination. Or better yet, create a once-in-alifetime Caribbean island-hopping itinerary for clients. That sounds like a lot of fun and travelers said they’re prioritizing fun in 2022, right?

A NEW LOOK AT THE BAHAMAS

WHETHER TRAVELERS WANT TO ISLAND HOP OR STAY IN ONE PLACE, THIS ISLAND NATION OFFERS A MULTITUDE OF OPTIONS FOR ADVENTURE, RELAXATION AND DELIGHT.

WORDS / ALICE DUBIN

The island nation of the Bahamas is a perennial favorite among travelers seeking pristine beaches, turquoise waters and a tropical paradise vibe. But how much do you really know about this magical corner of the Caribbean? Here, we spend some time (island time, you might say) with Bahamas minister of tourism Chester Cooper to expand our understanding of the popular destination.

Chester Cooper

“We have big personalities in The Bahamas. It’s our people and their love for culture that make the islands such a special place for visitors. We have a storied history and vibrant outlook on life that we enjoy sharing with the world.” — Chester Cooper

First, orient us. How big is the island nation? How many islands are there?

Our country is quite expansive, much larger than travelers often expect. The islands of the Bahamas stretch across more than 100,000 square miles and offer travelers 16 unique island destinations: New Providence, home to our capital city of Nassau as well as Paradise Island; Grand Bahama Island; Bimini; Eleuthera and Harbour Island; The Abacos; Long Island; Andros; The Exumas; Ragged Island; Cat Island; Acklins and Crooked Islands; The Berry Islands; Inagua; Mayaguana; Rum Cay; and San Salvador.

In addition to the 16 main islands, we have 700 smaller islands and cays to explore.

What are some of the top experiences available to travelers — and can you really swim with pigs?

Yes, you can really swim with pigs in The Exumas! It’s a wonderful destination for those seeking an outdoor adventure and laid-back atmosphere. The Exumas offer secluded footprint-free beaches and some of the clearest waters in the world. Astronaut Scott Kelly once described the island chain as, “the most beautiful place from space.”

Travelers drawn to the sea can also visit The Abacos, the fishing capital of The Bahamas, with 17 marinas and champion blue marlin and tuna for the catching just offshore. Or they can dive to see Andros Barrier Reef, the third largest in the world. Modern-day explorers can catch a

thrill searching for the remains of the Lost City of Atlantis along Bimini Road.

Nassau is the gateway to our Out Islands, beloved for their seclusion and laid-back atmosphere, and a tropical metropolis offering guests a taste of Bahamian culture and world-class entertainment. While strolling downtown Nassau, visitors can discover colorful shops, local vendors and must-see museums.

What are the Bahamian people like?

We have big personalities in The Bahamas. It’s our people and their love for culture that make the islands such a special place for visitors. We have a storied history and vibrant outlook on life that we enjoy sharing with the world. Guests should expect to enjoy a cold Bahama Mama cocktail, lively Junkanoo and Rack ‘n’ Scrape performances and fresh cuisine straight from the sea.

Travelers always appreciate our “island time” lifestyle when escaping to The Bahamas. It’s a chance to take a breath and a break. We are grateful for our beautiful natural environment, the warm turquoise waters, thriving marine life and pristine beaches. We welcome all with open arms to embrace the magnificence, too.

What kind of traveler should visit The Bahamas?

Our country has so much to offer to travelers with varied interests, budgets and comfort levels. Just as each of our islands have their own personality, our hotel offerings are equally as plentiful. Whether visitors are looking for a secluded boutique hotel experience or a one-stop-shop all-inclusive vacation for the family, we have what they need.

Those most interested in an off-the-grid experience should consider Ragged Islands or San Salvador. Both destinations provide uninterrupted relaxation surrounded by uninhabited cays and native wildlife.

What’s something visitors can see or do in The Bahamas that they can’t do anywhere else in the world?

The Bahamas has the highest concentration of blue holes, and among them is the second largest in the world, Dean’s Blue Hole on Long Island. Adventure seekers can climb up the rocky pathway and plunge into its 663-foot depths. The most experienced divers want to check this location off their bucket list, and it’s

the perfect place for beginners to book a guided excursion and learn more about our natural world up close.

What’s something travelers don’t know about The Bahamas?

A Bahamian adventure looks different for every traveler and returning visitors have the option to never do the same thing twice. From relaxing with the sand between your toes to flamingo yoga or deep-sea diving, the islands offer yearround sunshine so guests can visit whenever they are comfortable to do so.

How easy is it to get to The Bahamas from the U.S.?

The Bahamas is the closest Caribbean nation to the United States — 50 nautical miles from the coast of South Florida, to be exact. Travelers have many options when it comes to getting to our beautiful destination with new nonstop flights from major U.S. markets and increased frequencies.

FOR EXAMPLE

UNITED AIRLINES launched a weekly Saturday direct service from Cleveland Hopkins International Airport on December 18, 2021. In addition to nonstop flights from New York, Houston, Denver and twice-weekly service from Dallas-Fort Worth International Airport.

AMERICAN AIRLINES offers direct flights from Austin-Bergstrom International Airport to Nassau, as well as flights from Miami, Charlotte, New York, D.C., Dallas and Philadelphia.

FRONTIER AIRLINES operates direct flights from Miami International Airport to Nassau three times a week, as well as non-stop flights to Nassau from Orlando as well as from Philadelphia.

SOUTHWEST AIRLINES has resumed daily flights from Fort Lauderdale to Nassau, as well as Saturday and Sunday service from Baltimore/Washington International Thurgood Marshall Airport to Nassau.

DELTA is operating flights from New York to Nassau and daily flights from Atlanta to Eleuthera and Exuma.

Floridians and those traveling from there also have the option to book fast ferry passage to Bimini from Fort Lauderdale. Balearia Caribbean operates four weekly routes that transport travelers in two hours.

BREAKOUT Session

WORDS / BETH KITZMAN

Industry chatter on a topic that’s important to you.

TRAVEL ADVISORS AND INDUSTRY FIGURES SHARE THEIR FAVORITE CARIBBEAN BEACHES AND EXCURSIONS.

“MY FAVORITE BEACH TO DATE IS AT RIU CARIBE RESORT IN THE CANCUN HOTEL ZONE. SHALLOW TURQUOISE WATERS WITH BEAUTIFUL WHITE SAND ARE THE BEST IN THE AREA. WE HAVE BEEN GOING TO THAT RESORT AS A FAMILY FOR YEARS. IT’S A TRULY HIDDEN GEM. PERFECT FOR A BEACH LOVER!”

TANA VAYNSHTEYN, PRESIDENT/AGENCY OWNER OF GRAND TURIZMO TRAVEL, INC

“My favorite Caribbean beach experience is in Antigua. Collectively, I found that the beaches were plentiful, varied, clean and safe. Everywhere you had a meal, excursion or relaxation moment was on a beautiful beach. Our catamaran excursion to a remote and private island beach was so special and unique in its own way.”

STEPHEN SCOTT, TRAVEL ADVISOR FOR TRAVEL HUB 365

“HANDS DOWN, MY FAVORITE BEACH IS GRACE BAY BEACH IN TURKS AND CAICOS. I KNOW THERE ARE SO MANY WONDERFUL BEACHES THROUGHOUT THE TROPICS TO CHOOSE FROM BUT THIS ONE CAPTURED MY HEART ON MY FIRST TRIP TO THE ISLAND IN 1997. AND AFTER ALL THESE YEARS, I WILL ALWAYS RETURN TO THAT GORGEOUS BEACH WITH THE CRYSTAL-CLEAR BLUE WATER. A MORE PERFECT DAY COULDN’T BE SPENT ANYWHERE ELSE, ESPECIALLY WHEN YOU CAN DIVE AND SNORKEL, KITESURF, KAYAK AND PADDLE BOARD RIGHT FROM THE BEACH.”

JENNIFER BYRNE, PRESIDENT AND CEO OF THE TROPICAL TRAVELERS

“My favorite excursion was on my honeymoon in St. Lucia. It is called Private Best-of-St. Lucia Sulphur Spring and Waterfall Experience. We had the luxury of a private driver who drove us through St. Lucia while stopping at local lookout points such as Marigot Bay, Castries, Canaries and many more. We swam in the Sulphur springs and Toraille Waterfall and ate lunch at a local restaurant that overlooked the Pitons. It was one of the most unique excursions I have experienced, and I would recommend it to anyone!”

JOSH MARTINEZ, AGENT/MANAGER OF ENCHANTED TRAVEL

“BEST EXCURSION IS SHIPWRECK REEF IN OCHO RIOS. IT IS A UNIQUE ACTIVITY THAT YOU CAN EXPERIENCE WITH YOUR LOVE, BEST FRIENDS AND FAMILY, CREATING MEMORIES TO BRING HOME WITH YOU THAT WILL GIVE YOU JOY FOR YEARS TO COME. WHILE SNORKELING YOU CAN SEE THE S.S. KATHRYN, A WORLD WAR II MINE SWEEPER THAT WAS INTENTIONALLY SUNK TO CREATE AN ARTIFICIAL REEF. BECAUSE OF THIS REEF YOU’LL SEE ALL KINDS OF AMAZING SEA LIFE THAT WILL LEAVE YOU IN AWE AND EXCITED.”

CARLA SCHIPPER, FOUNDER/PROFESSIONAL TRAVEL CONSULTANT OF UNIQUE ROMANCE TRAVEL & DESTINATION WEDDINGS

“Having traveled extensively all over the world and the Caribbean, this is a tough one! But the Seven Mile Beach in Negril and Grace Bay Beach in Turks are two of the more spectacular beaches I have ever had the opportunity to step foot on. Powdery soft white sand beaches with crystal clear, blue water that you can walk out 50 feet and the water is still so clear that you can see your toes is what one can expect. Once when I was at one of my favorite resorts in Negril, I saw a lady laying on a float, in the ocean — reading a book! She was so confident that there would be no waves and it would be perfectly calm that she was comfortable reading her book.

In terms of excursions, that is also a tough one with so many incredible experiences to be had on the various islands in the Caribbean. But one that stands out is the full day “Best of Both Worlds Land and Sea Adventure” tour in St. Lucia offered by Barefoot Holidays Saint Lucia Day Tours where you can see the amazing landscape by bus and then experience the dramatic coastline by boat! The full-day tour allows you to visit little towns like Soufriere, as well as the volcano and mud baths, small fishing towns, the Botanical Gardens and Waterfalls and a great opportunity to see the majestic Piton Mountains from land and by sea!”

TOM VARGHESE, OWNER OF TRAVEL TOM

“MY FAVORITE CARIBBEAN BEACH IS GRACE BAY IN PROVIDENCIALES, TURKS AND CAICOS. THE COLOR OF THE WATER IS JUST THE MOST AMAZING SHADE OF BLUE. IT IS THE COLOR YOU PICTURE IN YOUR MIND WHEN YOU HEAR THE WORD THE CARIBBEAN. WITH THE DREAMY WATER AND THE SOFT WHITE SAND, IT’S THE PERFECT BEACH TO ME.”

LESLIE SICKLER, TRAVEL CONSULTANT FOR DREAMS AND DESTINATIONS TRAVEL

“This is hard for me to pick just one as I have several for various reasons, but I would say Turks and Caicos. The beach of Grace Bay is just so soft on your feet with no shells or sticks that you have to watch out for. You can walk for several miles on the pristine beach with the slow soft waves lapping at your feet while you look out into the most beautiful turquoise blue waters. The beach is not overcrowded like you find in other destinations and if you take a boat tour they will also take you to one of the uninhabited islands with beaches that are truly pristine and untouched. Turks is an incredible beach destination!”

SARAH TIMMERS, OWNER & TRAVEL CONSULTANT OF TIMMERS TRAVEL.

“IT IS HARD TO NARROW DOWN MY FAVORITE AS THE CARIBBEAN HAS SO MANY GORGEOUS BEACHES. IT HONESTLY HAS TO BE A TIE BETWEEN THE BEACH IN FRONT OF HYATT ZIVA CANCUN AND THE BEACH AT LA ROMANA IN FRONT OF THE HILTON. I LOVE THE BEACH AT HYATT BECAUSE YOU CAN WADE OUT SUPER FAR TO THE SAND BAR. SINCE IT IS A PROTECTED COVE, IT IS ALWAYS CALM, CLEAR AND USUALLY SEAWEED FREE. THE LA ROMANA BEACH IS ABSOLUTE PERFECTION WHERE YOU CAN WADE OR SWIM AND IT ISN’T UNCOMMON TO HAVE SOME MANATEES COME OVER AND SAY HELLO!”

BABS VONG, TRAVEL CONSULTANT FOR WRIGHT TRAVEL AGENCY

Destination NEXT

WORDS / JENNA BUEGE

Discover charming Puerto Rico

THE ISLAND OF ENCHANTMENT HAS BEEN QUITE THE NEWSMAKER. HERE’S WHY - AND WHY YOU SHOULD GO THERE.

The smallest member of the Greater Antilles, the island of Puerto Rico is located in the Atlantic Ocean just east of the Dominican Republic. Famous for its stunning beaches, beautiful scenery and historical significance, Puerto Rico has been a beloved and easily accessible American vacation spot since it became a U.S. territory in 1917.

Leading the Charge

Puerto Rico made headlines in recent months for its history-making actions during the ongoing COVID-19 pandemic. First, for its commitment to becoming the first U.S. destination to require hotel guests to be vaccinated or provide a negative COVID test in the summer of 2021. And more recently, for the island’s status as the most-vaccinated place in the U.S. as of October 2021.

The restrictions were implemented as part of an effort to create the safest environment possible for locals and travelers alike. Requiring proof of vaccination allowed venues like theaters, coliseums and event centers to operate at 100% capacity.

No Passport Required

Because Puerto Rico is a U.S. territory, American citizens can visit the island without a passport. What’s more, travelers from the states don’t have to worry about exchanging their cash or updating their phone plans when they plan a vacation to this domestic Caribbean paradise.

Unlimited Adventures

Whether you arrive by sea or by sky, Puerto Rico is the ultimate tropical getaway.

WALKABOUT PHOTO GUIDES/SHUTTERSTOCK.COM

TINAPAT

Sunworshippers and surf fans will adore the island’s captivating turquoise waters and endless golden and white-sand beaches. And with over 300 beaches to choose from, Puerto Rico has no shortage of surfside fun. Cool down with a dip in the Caribbean Sea or fully immerse yourself with a guided snorkeling tour where you can swim amongst colorful reefs and tropical fish. Or, if you’d prefer not to get your feet wet, visit Mosquito Bay on the nearby island of Vieques, the brightest bioluminescent bay in the world, which can only be described as magical.

When your stomach starts to growl, head

to Old San Juan, Puerto Rico’s capital city, where travelers can embark on one of the area’s many guided food tours. Informative and delicious, a food tour is a great way to learn about the island’s distinct cuisine, rich history and unique architecture while en route to each stop. After you’ve stuffed yourself with delicious island fare, use your newly equipped knowledge to explore some of the island’s most iconic spots like Castillo San Felipe del Morro, a historic fortress (and National Historic Site that’s part of the National Park Service) overlooking the San Juan Bay; Parque de Bombas,

a former fire station transformed into an eye-catching museum in Ponce; the golden city of Dorado and more. Alternatively, if it’s caffeine that you crave, don’t miss a tour at one of the island’s local coffee farms where you can see your cup of Joe’s journey from beans to beyond.

Finally, we’d be remiss not to mention Puerto Rico’s many natural wonders. This island is home to several national parks including El Yunque National Forest, Cavernas del Rio Camuy National Park, Cerro Gordo National Park and more, all of which are waiting to be explored.

“Sunworshippers and surf fans will adore the island’s captivating turquoise waters and endless golden and white-sand beaches.”

• Exclusive area for personalized check-in

• Bottle of sparkling wine upon arrival

• Access exclusive adult only bars, including swim up

• Bathrobes and slippers

• Complimentary late check-out (based on availability)

• Exclusive pools and beach area with Bali beds

• Restaurant available for á la carte breakfast and lunch

• Complimentary room service (24-hours)

• Menu with selection of quality liquors

• Exclusive lounges with concierge service and buffet

• Butler service during stay

• Welcome gift

• Pillow and aromatherapy menu

• Premium beach towels

• Nespresso Machines (select room categories)

• One of a kind “Majestic Special Touch” during stay

• Special events for Club guests

Yesterday’s NEWS

What can we learn from yesterday’s biggest stories in travel?

WORDS / JENNA BUEGE

More and more destinations are choosing to take steps to protect themselves from overtourism. This can be frustrating for travelers but overall, it’s a good thing. Here’s why it’s good, with tips to manage your clients’ expectations around these new policies.

Wanderlust is a powerful thing. Who among us hasn’t dreamt of floating down Venice’s romantic canals, cannoli in hand, loved one near? Or, perhaps it’s the ruins of Machu Picchu that call to you, ancient and mysterious, just waiting to be explored. Browse any travel hashtag and you’re sure to find a slew of influencers in charming Santorini, the ultimate destination for living out your Mamma Mia fantasy. Simply put, these destinations are #travelgoals, but with their increasing notoriety, they, and many of the world’s other travel hotspots, are suffering from the unfortunate effects of overtourism.

What does overtourism look like?

Well-traveled destinations undoubtedly enjoy an economic boost, but it often comes at the price of overcrowding. Take, for example, Amsterdam’s Red Light District which, according to a report from NPR, welcomed nearly 20 million visitors in 2018 as opposed to the city’s population of less than one million. |Similar issues are cropping up on the white sand beaches of places like Boracay and the Thai Islands where trash litters the waves and entire ecosystems have been destroyed by throngs of snorkelers and boaters. High altitude destinations aren’t immune either, along |the China-Nepal border, climbers endure a series of traffic jams 5.5 miles above sea level as they ascend Mt. Everest, the irresponsible of the bunch leaving behind a staggering amount of waste in the process.

Why Popular Destinations Need to be Protected

What’s being done?

Short of banning tourism altogether (which some destinations are doing, at least temporarily), what can the most coveted vacation spots do to control the flow of visitors and preserve their magic? For many, the answer is tourism fees. Venice, for example, implemented a “sitting ban” to discourage loitering in public spaces where rule breakers can expect to pay a pretty penny of $590. Mt. Everest upped its fee for foreign climbers in addition to a $4,000 deposit where the money is only refunded if a person returns with 18lbs of trash upon their descent. Game of Thrones’ famous Dubrovnik struggled to cope in 2016 after more than 10,000 visitors flooded the historic city. This prompted the destination to take action to limit its daily visitors and significantly reduce cruise ship traffic. Similarly, the National

Park Service implemented timed entries to try to limit the number of people enjoying its most-visited parks on any given day.

How can travel advisors help?

As the authority on travel, advisors play a huge role in addressing the issue of overtourism and it all starts with having an open and honest conversation with your clients. Think of it this way, you want your clients to have the best possible experience and huge crowds and ill-equipped infrastructure can be detrimental to that goal. Not to mention, many travelers are unaware of how serious the issue of overtourism is. Your insight can help them make an ethical and educated decision.

Now that doesn’t mean that your clients need to scratch popular destinations off their bucket list for good. Instead, consider the following options:

OFF-SEASON TRAVEL

Every attraction or destination has a peak season and a low season. If you have a client who wants to visit a region that suffers from overtourism consider booking them during the low season. Not only does this help to alleviate busy travel spots, it often costs less, too. That sounds like a win-win for everyone.

LESS-TRAVELED ATTRACTIONS

Luckily for travel aficionados, the adventure doesn’t stop at the world’s most-visited places. Use your knowledge of off-the-beaten-path attractions and destinations to create a curated itinerary that your clients are sure to love. Plus, resources like responsibletravel.org make researching and supporting ethical travel easier than ever.

OUR BELOVED FLIPPERED FRIEND ANSWERS YOUR VAX QUESTIONS.

You asked: Can I still use VAX VacationAccess if I switched host agencies?

Maxwell says: Your host agency is responsible for setting up your user account in VAX under their account. When you register with a new host agency, they should set up a new username for you to book under their host account. Then, all your new bookings will be available under that login.

If you have remaining bookings with your previous host, you will need to follow-up with them to see if your bookings will stay with them or if you will be allowed access to them until the travel is complete. For security reasons, each host should delete your account after you have completed your relationship with them.

You asked: I’m looking for flights for next year, but it won’t let me request them?

Maxwell says: Determining when flights, both published and Exclusive Nonstop Vacation Flights (ENVF), will be available in the future can get confusing. To help simplify things, consider these tips.

As a rule, most airlines publish their schedules about 330 days in advance. This means that new flights can appear as we inch through the calendar year. However, this isn’t always the case. Southwest Airlines, for example, publishes their flight schedule on a 6-month basis.

Another thing to consider is that the ENVF flights you find on VAX with various suppliers are usually loaded for the year after all the contracts are confirmed. Sometimes you’ll see these flights before the published fares from major airlines.

You asked: Where can I find contact information for suppliers?

Maxwell says: We try to make VAX VacationAccess as user friendly and intuitive as possible for advisors to find everything they need. Regarding supplier contact information, we include it in many different places.

A supplier’s showcase is one of the first places to look for

anything relative to that supplier. Most suppliers list their contact information there. Some of the tour operators even offer a “Contact Us” link in their footer for even more detailed contact information.

Another place to look is the Help Center link which can be found in the VAX footer or under the gear in the upper right corner of the site. From there, the “Issues” link will take you to a full list of our suppliers’ contact information in one place. Lastly, never forget the “Search” field in the upper right-hand corner of VAX, you can search many different things from this field including contact information.

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

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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.

The Compass CROSSWORD

CHANNEL YOUR ISLAND VIBE AND FIND THE CARIBBEAN DRINKS BASED ON THE ISLAND THEY CAME FROM.

Across

5. This two-word drink is St. Maarten’s version of the piña colada.

9. This two-word drink is a blended coconut drink originating in Puerto Rico.

11. A drink from Dominica meaning crazy coconut, two-words.

14. This two-word drink came from Jamaica and includes dark rum, pineapple and lime juice.

15. A three-word drink from Bermuda named after the storms that blow in off the ocean.

16. This two-word drink from Bermuda has hopped to many Caribbean islands from the Swizzle Inn.

18. Two-word colorful drink made with Cadushy, a vibrant liquor made with cacti from the island of Bonaire.

20. This drink originated in Cuba and is rumored it was Ernest Hemingway’s second favorite cocktail.

23. This world-famous Bahamas cocktail has two words.

24. This 4-word drink from St. Kitts, where they like to mix this soda with especially strong rum.

Down

1. This Caribbean three-word drink combines sweet pineapple with coconut rum and cranberry juice.

2. This two-word cocktail from Aruba is quite popular.

3. This two-word cocktail is a favorite among the ladies, made with coconut rum and pineapple juice from Belize.

4. This two-word Prohibition-era sleek drink from Cuba is better enjoyed in a dark wood-paneled bar.

6. This two-word St. Lucia drink with blue curacao will have your head in the clouds in no time.

7. A two-word French West Indies drink includes rhum agricole.

8. In the British Virgin Islands, one or two of these and you’ll feel no pain.

10. This drink from the U.S. Virgin Islands is a frozen drink similar to the mudslide.

12. A famous Grand Cayman drink with vodka, Kahlua and Baileys Irish Cream (two words).

13. The national drink of Costa Rica (two words).

17. The traditional drink of Honduras, often spiked with rum.

19. This drink is steeped with herbs and loved by everyone in the Dominican Republic.

21. This colorful two-word drink is a Curacao specialty.

22. This popular drink from Cuba is a classic thing of beauty.

Find the answers at vaxvacationaccess.com/ thecompasscrossword.

““The biggest adventure you can take is to live the life of your dreams.”

Oprah Winfrey

Travel Inspo Tool Kit

https://www.vaxvacationaccess.com/toolkit

Your Secrets Getaway

The modern designed Secrets St. Martin Resort & Spa takes its inspiration from the island’s radiant surroundings, steeped in Caribbean European and French roots.

A romantic getaway at Secrets St. Martin Resort & Spa is mesmerizing ocean views, gourmet room service or walks on the beach at sunset. It’s also the experience of spending time alone together and being enveloped by luxury, concierge services and pure indulgences. Secrets St. Martin is an island getaway filled with rich culture, culinary delights, and panoramic sunset beach views with lush mountainscapes. Discover the vibrance of this all-inclusive, luxurious hideaway.

Secrets Resorts & Spas are committed to redefining and elevating the all-inclusive experience. With Unlimited-Luxury® everything is included with your stay - from best-in-class service and gourmet restaurants and top-shelf drinks to endless day and nighttime activities. Secrets St. Martin provides the ultimate backdrop for unparalleled pampering, romantic rendezvous, and lasting memories.

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