Apple Leisure Group

John Ische

In the last two years, consumers have recovered from the stress of the COVID-19 pandemic, but the unpleasant experiences around unexpected trip interruptions and canceled vacations will certainly linger. The unforeseen incidents travelers went through, including trying to get ahold of suppliers and deciphering regulations and health restrictions, were only the tip of the iceberg.

A lot of these consumers haven’t forgotten, and this difficult time reignited one important aspect of vacation planning some might have overlooked: the value of using a travel advisor.  

Those who have always shown loyalty to agencies have solidified their relationships, and those who usually would have chosen to book travel on their own are now moving toward using an advisor.

For years, people have been talking about the demise of travel advisors, but this marketplace is thriving and is an important part of the travel industry ecosystem. Even when the odds are stacked against them, advisors continue to reinvent themselves, keeping up with the latest travel trends and maintaining their importance.

On VAX VacationAccess, we see that the leisure travel advisor community in the US is still healthy and growing with over 150,000 advisors. We have already seen over 24,000 new advisors join the marketplace in Q1 2023. Advisors have been visiting the site often; we see traffic up 14% compared to the same time last year.

Advisors are a vital piece of the puzzle that cannot be replaced. They have a direct relationship with the traveler and an understanding of the traveler’s individual needs. Their roles have evolved past simply being a seller of vacations. They are consultants, offering up experiences for consumers that go far beyond issuing an airline ticket.

If suppliers aren’t engaging with the leisure travel advisor community, they are creating a large blind spot for their brand in the marketplace. Advisors play a crucial role in the success of hospitality companies.

“While technology allows us to do amazing things, we must focus on the traveler’s problem rather than become infatuated with the latest solutions”

In this post-pandemic era, consumers’ appetites to experience the world after being grounded for a long time are expanding, and they are bringing advisors along for the ride as they explore new destinations and trip types. Travelers are looking for unique vacations and off-the-beat path locales, something they haven’t done before, something Instagram-worthy.

Travelers look to advisors for recommendations, as these are the experts who can suggestthe best suppliers, which hotels will provide their clients with an ideal vacation experience or which vacation seller will best fit the trip type they are looking for. If advisors aren’t knowledgeable about your products, you won’t be in their consideration set.

We are seeing more travel companies have extensive campaigns to build relationships with advisors who engage with customers that match. Through these campaigns, suppliers offer a host of materials for advisors to utilize, from education and company updates to promotions and webinars.

“Videos and key selling points are valuable to me when learning about new areas of travel online,” said  Jessica Pressler, CEO & Founder of Radiance Travel. “It’s important for me to be able to visualize a product or destination, as well as differentiate it from the competition.”

Consumers have becomemore brand conscious. They want to know who they are working with and what the company is all about, which means it’s important for suppliers to educate advisors so they are familiar with the product. It’s one thing to know of a brand but an entirely new step to understand it and be willing to recommend it as a trusted option for a client.

Travel advisors are always sharing the information they learn from online content as well. Pressler is always happy to learn from other advisors or get a recommendation for a helpful training program. “I am a proponent of community over competition, so when I’m not familiar with a destination or experience, I reach out to my travel advisor friends for their first-hand knowledge and referrals,” Pressler said. “I’m always here to share my contacts and experiences, too. 

Travel companies will continue to see the trend of increased leisure travel spend as the hybrid workplace takes hold. For example, global hotel companies including Hyatt, Marriott and Hilton Hotels & Resorts have fully immersed themselves in the leisure segment, and the first place consumers go to learn more about these new and exciting travel options is their travel advisor.

Advisors won’t sell a product they aren’t familiar with, so it’s up to suppliers to provide awareness and education about their brand. On VAX VacationAccess, we bridge the gap and enable suppliers to showcase their brands and communicate with the travel agency community.

If engaging with the travel advisor community is not on your radar, you’re missing a sizeable opportunity – an opportunity that plans millions of trips every year on behalf of its clients. We’ve seen advisors not only survive through tough times but come out the other side stronger, every single time. With the pace at which this community is continuing to grow, now is the time to make sure your company is on their radar.