The Shift Toward Personalization and Niche Expertise

Travelers are looking for personalization and niche experiences. Success for travel advisors hinges on a deep understanding of the audience and the ability to offer tailored experiences.

Meredith Calloway, Co-Founder of Gifted Travel Network, emphasizes finding one’s “brilliance.” She suggests defining a personal brand that aligns with natural strengths and the unique value provided to clients. Whether focusing on family travel, adventure trips, or luxury experiences, serving a specific niche helps connect with a targeted audience and deliver more impactful services.

Mary Charlson, president of Five Minute Marketing, highlights the need to concentrate on a few core marketing channels that work together to guide clients through the decision-making process. Advisors who target specific audiences with tailored content create deeper connections, leading to stronger client loyalty and higher-quality leads.

The Power of Community: Relationship Building for a Loyal Client Base

In an era where travelers can book trips with just a few clicks, personal relationships offer a competitive edge. Building trust and providing personalized advice set travel advisors apart from the faceless, transactional nature of online travel agencies (OTAs).

James Ferrara, founder of InteleTravel, explains that the cornerstone of their success is the relationship-driven sales model. InteleTravel teaches advisors to leverage trust-based relationships rather than rely solely on traditional advertising. In uncertain economic times, consumers are more likely to turn to trusted advisors, rather than make travel decisions through impersonal websites.

The rise of travel advisors as independent freelancers, many of whom operate from home, has transformed the industry. Today’s advisors aren’t just booking trips; they offer curated travel experiences supported by deep knowledge and personal connections. This focus on relationships enables advisors to differentiate themselves from OTAs and cultivate long-lasting client loyalty.

Navigating Challenges with Creativity and Community

Travel advisors who adapted during the pandemic are now reaping the rewards of their resilience. Many found ways to engage clients during downtime—through content creation, webinars, or virtual travel experiences—building stronger relationships that continue to pay off. Advisors who can think outside the box and find innovative ways to connect with clients will always be in a position to thrive.

Meredith Calloway’s Gifted Travel Network leaned heavily into community building during the pandemic. Her team provided support and education to their advisors, helping them stay engaged with clients through virtual events, travel-themed Zoom calls, and even wine tastings. These efforts not only kept advisors connected with clients but also fostered a sense of solidarity, leading to exponential growth as travel bounced back.

Technological Integration for the Travel Advisor

While personal relationships and expertise remain at the core of advisory services, technology enhances efficiency, responsiveness, and innovation.

The Rise of the Younger, Tech-Savvy Travel Advisor

While Baby Boomers have long been the dominant force in the travel industry, a shift is occurring. Younger generations are stepping up, and these tech-savvy, entrepreneurial individuals embrace the flexibility and independence of being a travel advisor, reshaping the industry in the process.

James Ferrara notes that the average age of InteleTravel’s advisors is now around 40, with a growing hotspot of advisors in their mid-20s to early 30s. These younger advisors are digital natives who understand how to leverage social media, technology, and artificial intelligence (AI) to attract clients and streamline services. They’re highly entrepreneurial, driven by a desire for flexibility and the freedom to run their own businesses.

This new generation is reshaping how travel is sold and experienced. They’re not just travel advisors—they’re influencers, content creators, and trusted guides who curate personalized travel experiences with an understanding of what younger travelers want: authenticity, adventure, and connection.

Dipping your toes in AI? Join our workshop live on October 10 or watch the recording.

Leveraging Technology to Enhance Client Experiences

From using social media to staying connected with clients to using AI to streamline operations, technology empowers advisors to work smarter. Travel advisors who adopt these tools are better equipped to offer more personalized service and stay competitive in a digital-first world. James Ferrara shares that InteleTravel’s advisors benefit from sophisticated technology, allowing them to offer seamless services that rival even the largest agencies.

For travel advisors, technology is no longer just a back-end tool. It’s a front-facing advantage that allows for real-time solutions, anticipation of client needs, and the delivery of unforgettable experiences. Whether they’re using AI to help craft personalized itineraries or leveraging online communities for lead generation, tech-savvy advisors are leading the industry forward.

Thriving in an Evolving Industry

The industry is poised for growth as it adapts to new trends and continues delivering exceptional value to travelers worldwide. Embracing these changes ensures that travel advisors remain a vital and dynamic part of the travel ecosystem, ready to meet the demands of an ever-changing world. By focusing on personalized services, leveraging technology, and fostering community, today’s travel advisors are not only surviving but thriving.

The post How Travel Advisors Thrive in a Changing Industry appeared first on Travel Alliance Partnership.

DMOs, Community and Co-opetition

If you are natural at gathering folks at the table and getting them to work towards a common goal, you will be tapped to help your community in more ways than just marketing.

Are collaborations core to your organization’s success?

What about collaborations with your competitors?

I have been exploring the answers to these questions on my podcast for the last 8 years. It’s what I like to call co-opetition. You know how people like to put two words together to create a new word? co-opetition: cooperating + competition. It is where perceived competitors come together to create something bigger together than they can do on their own.

The brightest minds from the World Economic Forum identified co-opetition as the number two takeaway from Davos 2024. This insight was based on the global cooperation barometer published in conjunction with McKinsey in January 2024. The report concluded that:

“Cooperation is multifaceted and can coexist with competition. Leaders can practice “coopetition”—balancing cooperation and competition — to advance shared interests in specific areas, despite lack of alignment elsewhere.”

The Global Cooperation Barometer 2024

Showcasing Authentic Experiences leads to Economic Development Success

On Episode 337 with Danny Liedka from Visit Syracuse, I heard the story of how the tourism office was asked to help the area with the biggest economic development win in the history of the State of NY. The County Economic Development team was building a package to help attract chip manufacturer Micron. They asked the team at Visit Syracuse to create a video for the site selection team to sell the area as a great place to work and play.

Danny and his team realized people crave genuine experiences and prefer seeing real individuals rather than staged content. They decided to invest in various initiatives, such as professional photography and partnered with an agency to source a vast collection of authentic images. By showcasing real-life experiences in Syracuse, they aimed to establish an emotional connection between their audience and their brand.

One of the reasons the company picked Syracuse is what it has to offer future Micron employees and their families. The appeal is in their urban and outdoor lifestyles, an affordable cost of living and leading higher education institutions. This project will bring a $100 billion investment and 50,000 jobs to the region over the next 20 years.

Sustainable Destination Management

Visit Durango, under the leadership of Rachel Brown, evolved from a Destination Marketing Organization (DMO) to a Destination Marketing and Management Organization (DMMO). This change in focus started with adopting a new organizational structure, including a change in by-laws, adding to the team and re-prioritizing the budget. They added a full-time Sustainability and Policy Manager to the team. Sustainability programs was added as a line item that now accounts for 39% of the annual budget. They expanded sustainability programs to include a local stewardship campaign, along with event marketing and advancement grants. 

The shift to sustainable destination management brought many benefits to Durango. It helped alleviate the negative impact of overtourism, ensured the preservation of natural resources, and enhanced the local community’s quality of life. By prioritizing sustainability, Durango became a more desirable destination for socially- and environmentally-conscious travelers. Attracting visitors who appreciate and support responsible tourism practices.

With the shift to sustainability, Visit Durango adopted a triple-bottom-line approach to sustainability, encompassing environmental, social, and economic factors. While DMOs have traditionally focused on the profit aspect, Visit Durango is committed to prioritizing environmental conservation, supporting local communities, and creating a balance between the three aspects.

Focus on Community

On Episode 352 of Destination on the Left, Kevney Dugan explained how Visit Bend balances the visitors’ needs with those of residents by concentrating on workforce development and prioritizing sustainability. The scope of work for the organization has increased 3X since 2019, in part due to the greater role they are taking within the community.

The organization hired a Workforce Development Director who focuses on helping businesses in hospitality and tourism with training and resources needed to support workers. One strategy for this initiative is engaging middle school and high school-age students and encouraging them to consider travel and hospitality as a viable career path. Visit Bend hopes this approach will help with the labor shortages they’re currently seeing. Workforce development is all about planting that seed early on that the tourism industry has some amazing opportunities.

They also hired a Director of Sustainability who focuses on managing the carrying capacity of the community and balancing the needs of the visitors with those of the residents. Visit Bend worked with the community to create the Bend Sustainability Fund that contributes to projects such as riverbank restoration and creating new trails. The vision is for these projects to change the future of the destination.

Community Partnership Impacts

Partnerships and collaboration within communities can lead to stronger economies and a brighter future. Our 2022 study on the operationalization of collaboration found that 82% of organizations surveyed said that Collaboration is part of their on-going business strategy and 45% said that it was a documented part of their annual business plan. The top four benefits identified for operationalizing collaboration were increased customers, competitive advantage over companies that don’t operationalize, improved reputation and prestige, and increased opportunities for other collaborations. Consider making collaboration a strategic pillar of your on-going business plan because we can go further together.

The post Impacts DMOs Make Through Community Partnerships appeared first on Travel Alliance Partnership.

Have you ever walked into a room, joined a group or attended a tradeshow and felt like you finally found your people? If you have, you know what it is like to belong to a community that supports and uplifts you. Maybe your experience was similar to my first tradeshow – where you show up and you think they are your people – but you feel like an imposter or an outsider and you wonder if you really fit in. But you know if you keep showing up that you will become an insider and that you have found a place that aligns with your purpose.  

I am grateful for the many communities that I have found over the years and the support I have received from them. Finding the right community can make a huge difference in your personal and professional success.

Finding Community

Many of us in the travel, tourism & hospitality industry belong to associations and attend trade shows. These are great places to find like-minded people whose purpose aligns with yours. For example, I am preparing to attend American Bus Association’s annual Marketplace. The event is a place where business gets done on the show floor but it is also a place where relationships are made and deepened through shared experiences, one-on-one meetings, networking and educational sessions.  

Volunteering

Another place to find your community is through volunteer work. If you are part of industry associations, get involved. Consider joining a committee, volunteering your time at registration at a show, or working your way onto the board of directors. This will allow you to meet people from all over the world who share similar roles or passions as you and these networks can be invaluable to your personal and professional development. 

Peer Groups

Peer groups are more formal organizations created to help you to connect with others who have similar roles, organizations or interests as you. Your local destination marketing organization is a great place to look. Usually DMOs host stakeholder events, educational sessions or monthly meetings where you can find peers who will help and support you. One of my favorite examples of this at work is the Visitor Industry Council started by Visit Rochester in Rochester NY over 30 years ago. The VIC as it is known, is the membership arm of Visit Rochester. It is led by the members who engage in committees that direct programming for the DMO each year. The VIC meets monthly at a different location throughout the community and showcases member news, offers educational and networking opportunities. The mentorship that happens at these meetings and through the committee work is incredible to watch. I was recently at a VIC event and was excited to see so many new young professionals there alongside the more seasoned and experienced tourism and hospitality professionals in our region. 

Another place to find peer groups is through your chamber of commerce. Some chambers have formal councils for different interest areas like professional women, small businesses, tourism etc. Others offer leadership development programs and formal CEO groups. These are great resources for finding your community.  

Other places to look are national or international associations such as Accelerate Women Leaders in Travel, Travel Unity, or SKAL International.

Connecting with Your Community

So, you’ve found your community – a network of like-minded individuals who share your passions and professional endeavors. Now, the question is: How do you make the most out of this invaluable connection? Here are some best practices to help guide you:

Show up

The first step is simple yet powerful – be present. Attend events, meetings, and gatherings. Your physical or virtual presence reinforces your commitment to the community. You need to be there in order to develop a connection and to gain the benefits from belonging in the first place.  

Listen & Be Relentlessly Helpful

Engage with intention. Listen actively to the needs and challenges within your community. Offer your expertise, insights, and assistance generously. Be the person others can rely on. 

Relationships Over Transactions

Remember, it’s not about the sale or sealing the next business deal. Communities thrive on authentic relationships. Focus on serving others, and genuine connections will naturally lead to opportunities. 

Be Transparent

Openness fosters trust. Share your experiences, successes, and even setbacks. Transparency builds a more authentic community where members feel comfortable being themselves. Transparency is what will make you feel more connected.  

Communities without transparency feed what my friend Kris Kelso calls the Imposter. That little voice in your head that tells you that you are not good enough or that you do not belong. Kris says transparency starves the imposter. To hear more about overcoming the imposter, listen to my conversation with Kris on episode 220. 

Prioritize Time

Life and work can get busy, but prioritize spending time with your community. Whether it’s attending regular meet-ups or participating in online discussions, carving out time reinforces the importance you place on these connections. 

Lean on Your Community for Support

In challenging times, your community can be a pillar of strength. Take the recent global pandemic for instance. We saw firsthand how a rising tide lifts all boats when everyone came together to move through that uncertain time. Share your struggles, seek advice, and offer support. Your community is a valuable resource during both good times and down times. 

The Power of Community at Work

Our annual travel conference TAP Dance is an example of the power of community at work. The event was designed to cultivate and build a community of collaborators with the common purpose of creating travel products that will sell.

TAP Dance celebrates the collaboration opportunities between tour operators, destinations, attractions, and travel product suppliers. Suppliers meet with each TAP tour operator and discuss how best to bring business to their area. Many attendees tell us that this conference is a highlight each year as it is a perfect blend of productive business discussions, relationship-building, fun and an opportunity to experience the best of our host region. 

A distinctive facet of TAP Dance lies in our innovative approach to orchestrating supplier meetings with TAP tour operators. Each supplier attendee is thoughtfully assigned to regional groups, comprising three to four industry peers. Meetings last 25 minutes with engaging and focused discussions with TAP tour operator partners. During this time, suppliers can showcase their products or areas in a personal atmosphere for increased promotion throughout the TAP network. 

The Value of Community

Remember, the value you derive from your community is directly proportional to the effort you invest. By embodying these principles, you not only contribute to the collective success but also create a thriving environment where everyone benefits.  

Now, go out there, engage authentically, and watch your community flourish. 

The post Belonging and Community appeared first on Travel Alliance Partnership.

So how can you tap into the “visiting friends and family” traveler market?

As with any marketing plan, we always turn to the PESO model to ensure cross-channel messaging.

Paid Media Tactics

Include the local geography as a portion of the target audience.

Earned Media Tactics

• Send press outreach materials to the local media.
• Also keep in mind that your locals are the ones leaving the majority of reviews at restaurants and attractions.
• Identify and work with local influencers – the best brand ambassadors you may not know yet!

Owned Media Tactics

Some destinations have locals who contribute to their owned channels, especially via blogs, to give the insider’s look at a destination that so many visitors crave.

Shared Media Tactics

While we often think of this segment of marketing as the main social platforms, it also includes community building. That’s where we can really dig in to building a community within your local audience that support tourism efforts and who “get” and spread your tourism messages.

• Create community partnerships with key stakeholders like Cayuga County, NY, did with their Harriet Tubman campaign. (Listen: episode 295 of Destination on the Left with Karen Kuhl)
• Start a brand ambassador program to promote tourism marketing and messages. With the local community behind you, the people in your area can be a strong force for those messages.
• Turning back to social media, use User Generated Content (UGC) in your social strategy.

Connecting with the residents, embracing them into destination marketing and also listening to them and letting them shape what tourism means in the destination, is the way of the future.

Local Brand Ambassadors

Your locals play an essential role in sharing the experiences and stories of visiting friends and relatives, reminding others of the importance of creating happy memories with loved ones. To create a successful brand ambassador program, first, identify the type of ambassadors that would be most beneficial to your destination. Is it a group of local influencers? Or is it passionate members of the community?

Give them the tools, resources, and experiences they need to become an advocate for your destination, such as:

• Social media toolkits with branded content and hashtags
• Invites to pre-opening events, special promotions, and experiences
• Training on unique local events, customs, and attractions
• Branded merchandise like t-shirts, hats, bags, and other swag items to show off their involvement with your community

Example Brand Ambassador Programs

Take a look at what these destinations are doing, to inspire your future Brand Ambassador program!

Visit Loudon in Virginia has a robust program centered around its front-line workers, with education modules, in-person events, employer information, discounts and a point of contact.

Colorado Springs recently created a program for residents with a social media account. Ambassadors receive emails with information that can easily be shared on their own social platforms.

North Alabama has a brand ambassador program for local influencers. There are several requirements for the program, including residency in the North Alabama counties and requirements for posting. In return, ambassadors receive swag and features on the website and social channels.

Quad Cities went as far to move their former QC Pro ambassador program to a Certified Tour Ambassadorprogram. Citizens who join the program must register, complete required reading and take a 4-hour in-person class and pass an exam to gain accreditation.

The post How to Leverage Local in Your Tourism Marketing appeared first on Travel Alliance Partnership.