Agent Day 2023

managers and owners, and suppliers, to do the same.

Travelweek asked Milton, who is co-owner of Uniglobe Carefree Travel, about the most gratifying feedback a travel advisor can hear from a supplier - and for that matter, from a client.

Says Milton: “Any words of thanks mean a lot. You would be surprised how great it makes our advisors feel; to have even simple words of thanks and appreciation given – to know their work has meant something. The best stories are always being able to help clients facing extra-stressful situations and being able to alleviate some of that stress. Clients who have had a family emergency and need last-minute travel, or who face a massive cancellation, missed connection or disruption to their travel plans. If we can take that stress away and fix some of these situations for them, it’s very fulfilling and gratifying. Hearing from those clients how our work has impacted them, lends importance to the work we do.”

Travel Agent Day 2023 is certainly a far sight better than Travel Agent Day in 2020 and 2021, or even 2022, as travel was just starting to get back on track this time last year after the last big hurdle to travel - the COVID-19 test for returning travellers - was dropped on April 1.

But in some ways, at Milton’s agency and at other travel agencies across

Canada, it’s a classic case of ‘the more things change, they more they stay the same’.

“In some ways, we have come 360 and in other ways, it feels like we are still stuck in the same place,” she says. “During COVID, we dealt with extreme workloads and stressful travel situations for our clients, as well as staffing shortages. Right now, we are dealing with extreme workloads, stressful travel situations for our clients, as well as staffing shortages.”

The big difference now, she adds, “is that instead of fear and defeat, there is optimism that travel is ‘back’. There is a sense that travel advisors are needed and appreciated – not only by our own industry, but by the public as well. The main challenges going forward will be managing advisor burnout, adjusting client expectations to the new travel normal - which includes the potential for disruptions - and enticing new people into this industry that we all know and love!”

We asked Milton about booking trends. “The momentum and demand for travel is incredible and despite worries that the economy or general travel disruptions would cause a slowdown, we aren’t seeing any of the demand diminishing,” she says. “In fact, we continue to see a strong trend of booking well in advance (2024 bookings are going strong!), as well as a higher average price point and travellers asking for larger rooms, upgraded seats on flights and smaller group sizes.”

Two key trends she’s seeing: clients are looking for bucket list trips that have been put off for a few years; and clients are also trying to fit more trips into a small amount of time. “Instead of one trip a year, many are taking three or four to make up for lost time. There is a sense that clients want to travel now while they can – they no longer take that freedom for granted.”

And there’s no stopping the momentum for group travel, especially among families. “There is still a very strong trend for group travel and multi-generational family travel. People want to reconnect with loved ones and travel is the way they are choosing to do it.”

Ever since travel restarted last spring, travel retailers as well as suppliers have been off-the-charts busy accommodating all the pent-up demand. Some may wonder if in all the hustle and bustle, Travel Agent Day promotions might get pushed to the back burner.

Here’s the message from Milton: “As an industry, we have come through our biggest challenge to date and we are stronger than ever. The reason we are here and thriving, is our travel advisors and they absolutely deserve more appreciation and thanks than ever before.

“For suppliers – remember these are the folks who worked around the clock this year when storms hit, systems failed and clients were stranded and they often did so for no compensation. They had your back when times were tough and now is the time to show these travel advisors your appreciation and your love.”

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Write to Kathryn Folliott at kfolliott@travelweek.ca