by Eric Bowman
Last updated: 1:45 PM ET, Thu December 28, 2023
The travel advisor resurgence is alive and well.
The demand for travel advisors isnt slowing down, which has led to the need for many agencies to hire new travel advisors.
But being a travel advisor is no easy feat.
So, we asked around the travel industry for top executives to share their message and advisor to travel advisors for 2024.
Matthew D. Upchurch C Chairman & CEO, Virtuoso
In the Age of AI, where tech will seem more human and personal, the way you add value before, during and after travel is key. A holistic approach that establishes trust and human connection will become even more important. And be diligent about optimizing your clientele to those that not only make you money but don't suck the life out of you. I call it the intersection of Return on Investment meets Return on Life. I've seen those who have the courage to fire life-sucking clients be well rewarded as they make space for new high-value clients.
Michelle Fee, Founder and CEO of Cruise Planners
With the ever-changing world of the travel industry in 2024, my advice to travel advisors is to embrace innovation, adapt swiftly, and prioritize personal experiences. In a world that craves unique journeys, be the light that guides your clients to unforgettable adventures.
Rose Cosentino. Vice President, Global Wholesale & Retail Sales
For 2024, I encourage travel advisors to prioritize listening to their clients. Travel advisors, think of yourselves as vacation matchmakers with the crucial task of curating trips that align with your clients'?preferences. Consider setting a New Years resolution to dedicate more time to enhancing your product knowledge. Playas agent site offers a plethora of effective selling tools, such as property fact sheets, consumer-friendly webinars, and an extensive Media Library with access to numerous high-resolution photos and videos. Additionally, we provide Travel Advisors with an exceptional incentive program, allowing them to accumulate points for every booking. These points can later be redeemed for complimentary nights at our resorts. What better way to gain firsthand knowledge than by staying with us and immersing yourself in the experience of a Playa resort? Visit www.agentcashplus.com
Jacki Marks, Executive Vice President, Travel Agent Brands, ALG Vacations.
Going into 2024, my advice to advisors is to adopt a "work smarter, not harder" approach for a more successful and efficient business. Use the new year as a reason to analyze any processes and operations that may be labor-intensive or dont give you a reasonable return on investment.
With that in mind, this is also a good time to reevaluate your time spent on transactional activities versus relationship-building and business growth. One way ALG Vacations is helping you with this is with our new custom event pages tailored for groups. These pages will streamline your groups transactions, allowing you more time to invest in cultivating relationships and expanding your business. Watch for the launch at the end of February.
Another way ALGV is simplifying the workload for travel agents is in our recent integration with Travefy. Use Travefy for your clients itineraries and proposals, all from the streamlined platform of ALGVs booking engine. Looking ahead, we are exploring partnerships with additional document and CRM companies for further efficiency and ease of use.
ALGVs ongoing investments and focus for the coming year are centered on making the lives of travel advisors easier. Use 2024 as a chance to break free from your traditional routines and embrace new technologies and partnerships that align with your business goals and position you ahead of the pack.
Gary Sadler, Executive Vice President of Sales and Industry Relations for Unique Vacations, Inc. (UVI), an affiliate of Unique Travel Corp., the worldwide representative of Sandals Resorts:
With a growing desire for authentic and meaningful travel experiences, more than ever, travelers are turning to the indispensable insight and expertise that only a committed Travel Advisor can bring forward. So above all, remember your value and never stop investing in yourself, your craft, and in the partners who understand and appreciate your worth.
Paul Barry, Avanti CEO
There's going to be some supply constraints in 2024. The rest of the world is opening up, but they are behind where Europe was in 2023. With that in mind, my advice for travel advisors is to book early and don't leave any part of the trip unbooked.
Jody Mattice, Director, Global Travel Industry Relations, Hilton.
As spotlighted in our recent trends report, in 2024, we know travelers will seek out consistent and seamless experiences that are personalized to their needs. They will expect technology to be intuitive and helpful throughout their travel journey, from booking to billing, but also appreciate the human connection uniquely found in hospitality. In fact, we found that 76% of global travelers appreciate travel apps that reduce the friction and stress of travel. Travel advisor customers are no different. Our advice to travel advisors is to continue to seek out hotels that provide consistent offerings and customer service while creating memorable experiences for their travelers. After all, it is not the trip one remembers but rather the experiences and memories.
We encourage travel advisors to take advantage of the resources within Hilton including TravelAgents.Hilton.com C our resource and booking tool specifically designed for travel advisors. In addition, Hilton offers travel advisors access to our business development managers located around the world to assist with educating and supporting their needs; indicating at the early onset of the booking experience, the human connection is at the core of Hiltons values.
Daniel Durazo, Director, External Communications USA, Allianz Partners
"We expect that travel will hit a new record in 2024 in the number of Americans traveling and the dollars theyll spend on travel suppliers. Smart travel advisors will lean in to trends such as working from vacation destinations, which we call pay-cations, and catering to the needs of younger travelers, who are the trendsetters of tomorrow."
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