BEYOND THE BUCKET LIST SKIP THE TOURIST HOTSPOTS IN THESE MAJOR US CITIES
DISCOVER THE PERUVIAN AMAZON WHY THE RAINFOREST IS THE NEW SAFARI
We’re giving your Sailors a red hot way to extend summer’s festive vibes this fall and winter — sailing the crystal blue waters of the Caribbean on 4-12 night voyages out of Miami or San Juan. With so many gorgeous destinations to choose from, they’re sure to find an itinerary that checks off all the boxes on their future bucket-list getaway.
And as always, Sailors can indulge in over $1000 of value with our Always Included Luxury — without the nickel-and-diming they face from other cruise lines. Plus, we’re always Brilliant For You with 16% commission on voyage fares (no NCFs ever!).
>> Departments
7. PRESIDENT’S NOTE
Insights from John Ische, president of Trisept Solutions.
8. EDITOR’S NOTE
Ditch the cabana and dive into all things but the beach.
12. TRUE NORTH
This quarter’s most important news for advisors.
16. CONVERSATIONS
We asked: What’s your go-to destination for clients who don’t want a beach vacation?
18. BY THE WAY (A PSA)
Find out why it pays to be a verified travel advisor.
20. HOW I CARRY ON
On the cusp of a milestone birthday, travel multi-hyphenate Jen Ruiz
decided to stop making excuses and start seeing the world.
22. TAKING OFF
Meet the ambitious Rebecca Smiley, a young advisor with big goals for 2025.
24. THE RIGHT DIRECTION
This nonprofit helps youth discover new cultures and develop critical life skills through its educational and immersive programming.
26. TECH TO KNOW
With ready-to-post content and AIpowered tools, the Travel Agent Collective helps you show up consistently — and book more clients.
80. BREAKOUT SESSION
Travel industry professionals share their favorite travel excursions and tours.
82. DESTINATION NEXT
A country that knows no bounds, Norway’s scenic surroundings and distinct identity will sweep travelers off their feet.
84. YESTERDAY’S NEWS
Keep up with the latest happenings at VAX VacationAccess.
86. ASK MAXWELL
Our beloved flippered friend answers your VAX questions.
89. THE COMPASS WORD SEARCH
Can you find the names of these mountains and mountain ranges?
90. ONE FOR THE ROAD
Wisdom to take with you till next time.
>> Features
30. SILENCE THE NOISE WITH QUIET TRAVEL
This ongoing travel trend helps people hang a metaphorical “do not disturb” sign on life.
34. DISCOVER THE PERUVIAN AMAZON
What travel advisors need to know to sell, plan and prepare clients for an unforgettable experience in the rainforest.
44. UNDERSTANDING THE NEEDS OF AGING TRAVELERS
Get to know this influential demographic and learn how advisors can empower people to choose how they live as they age.
48. GLAMPING 101: DISCOVER ONE OF THE FASTEST-GROWING TRENDS IN TRAVEL
Camping continues to get more glamorous, and travelers want in.
56. SHOP TIL YOU DROP: FIVE DESTINATIONS FOR SHOPPING LOVERS
As travelers seek deeper connections to the places they visit, specialty shopping experiences are on the rise.
64. BEYOND THE BUCKET LIST: HIDDEN GEMS IN AMERICA’S MOST POPULAR CITIES
Skip the tourist hotspots and enjoy these under-the-radar experiences when visiting Los Angeles, Dallas and New York City.
70. NAVIGATING THE WORLD WITHOUT SIGHT: A PRACTICAL GUIDE TO SERVING BLIND TRAVELERS
Blind travel experts share guidance to make your services, itineraries and communication more accessible.
74. THE TRAVEL ADVISOR’S GUIDE TO CREATING VIDEO CONTENT
Hear from industry professionals and discover why video content matters, how to do it and what mistakes to avoid.
Advertising Producers – Joseph Enslin, Kyle Krause
Published by Firebrand Media A division of Times Media Group
PUBLISHER
Steve T. Strickbine
DIRECTOR OF OPERATIONS
Nadine Johnson
ADVERTISING DIRECTOR
Nick Oliveri
DIRECTOR OF CUSTOM PUBLISHING
Steve Zepezauer
GROUP EDITOR
Justine Amodeo
CREATIVE & MARKETING DIRECTOR
Tracy Powell
PRODUCTION MANAGER
Tina Leydecker
This past spring I traveled
to the VAX Connection, our first in-person
event, and it was nice to be among advisors. I don’t get to do this as much as I used to, so I enjoyed the time spent networking with attendees. And it was great to be able to provide a space for advisors and suppliers to cultivate relationships.
As we celebrate our 25th anniversary this year, it’s hard not to look back and see what’s changed and what has stayed the same.
Twenty-five years ago, advisors were tied to storefront agencies, needing to be in a prime location and have good signage on their doors to attract customers. Now agents’ “signs” are social media pages. The logo on their door is no longer the biggest draw.
In a way, travel advisors have almost become better marketers today because they’re no longer tied to one location, one community. Technology advancements over the years have allowed them to use email, social media and other online marketing to attract and maintain customers.
What they sell is also much different than what they sold before. In the past, vacationers were seeking mass market destinations, and now advisors are servicing customers who want much broader experiences. Travelers have become more savvy and demanding, and the job of an advisor has evolved
Ische PRESIDENT, TRISEPT SOLUTIONS
John’s industry tenure spans more than three decades.
from being a facilitator of an order to being a true travel consultant.
What consumers want in a vacation is evolving, and this issue of the magazine highlights a few of the latest trends in the industry — off-the-beaten-path destinations, cultural experiences, non-beach destinations, etc. Advisors need to keep up with these changing trends and learn how to sell them, and hopefully the content in this edition enables advisors to do just that.
There’s also a lot that has stayed the same in this industry. Advisors want to work with suppliers who are reliable and efficient to work with, so they can maximize their earning potential, and the importance of these relationships has not changed.
Advisors also continue to strive for technology solutions that make their lives easier. No matter how technology continues to advance, advisors embrace it and move forward. They are still the same hard-working, scrappy, adaptive group of people they were before. They’re people who embrace change and learn how to figure things out so their small businesses can continue to grow.
Looking ahead another 25 years, I don’t think it’s going to change. Advisors will still be the same hard-working people, embracing the many challenges that come their way, and VAX will be here to support them.
John
The VAX team at VAX Connection
Let’s set the scene: you’re sprawled out underneath the shade of a cabana surrounded by powdery white sand. The ocean waves crash rhythmically on the shore while birds sing their favorite tunes, and a calm breeze kisses your cheek.
You’re in the midst of a page turner, as condensation forms around the refreshing beverage sitting next to you.
On a relaxation scale of 1-10, you’re at a 10. A few hours at the beach will do this to you, and while those beach days are important, today we’re shifting gears. For this issue, we’re focusing on Everything but the Beach. But beach lovers, there’s no need to stress. There is a ton of great content to enjoy, even if visiting the beach is your favorite part of traveling.
In this issue, we cover two forms of travel that are currently trending: quiet travel and glamping. We also take a trek into the Peruvian Amazon and share all about how advisors can book this adventurous destination.
Don’t really know where to start outside of beach destinations? No problem. We asked four
Codie Liermann MANAGING EDITOR
Codie aims to deliver valuable content to travel advisors.
travel advisors about their go-to destinations for clients who don’t want a beach vacation, so these answers might help to spark an idea for your next booking.
Have you been seeing more and more travel advisors find success on social media with videos? That’s because this form of content is proving to be a beneficial marketing tool for all types of brands. Knowing this, we wrote “The Travel Advisor’s Guide to Creating Video Content,” where you’ll hear from industry professionals on why video content matters, how to do it and what mistakes to avoid.
As usual, this issue is packed with valuable information created just for you, our travel advisor friends, and we’re excited to see what you think. So go ahead, step away from the cabana and dive in.
While those beach days are important, today we’re shifting gears. For this issue, we’re focusing on Everything but the Beach.
CONTRIBUTORS
SAMANTHA ANDERSON
Samantha Anderson is the editorial intern for VAX VacationAccess. A communications and journalism major at Carroll University, she can always be found on the soccer field or with her nose in the latest book. New to the industry, she’s excited to write travel content and is looking forward to the next big adventure that awaits!
NICOLE EDENEDO
Nicole Edenedo is a travel journalist, primarily covering the tour operator and river cruise industries. She also covers sports tourism, rail travel and winter destinations. Nicole was most recently a senior editor for Travel Weekly. She also contributes to AFAR, Cruise Critic, ASTA Magazine, and Apartment Therapy.
JENNA BUEGE
Senior editor for VAX VacationAccess and world explorer, Jenna Buege loves writing about all things travel. When she’s not busy creating content, she spends her time exploring the great outdoors, cuddling with her two black cats and researching her next big (sometimes strange) adventure.
Joni Sweet is a freelance writer who’s driven by adventure. Her journalistic pursuits have taken her around the globe — rafting down the Ganges, hiking the rainforests of Borneo, swimming with whale sharks in Mexico and hot air ballooning over Cappadocia. Her work has been published by National Geographic, Lonely Planet, Forbes, TIME, Travel Weekly and many other publications.
ROSSILYNNE SKENA CULGAN
Rossilynne Skena Culgan is a journalist and author whose writing can be found in Time Out New York, Saveur Magazine, Atlas Obscura, Thrillist, Google Arts & Culture, and the Pittsburgh Post-Gazette. She’s the author of travel guidebooks “Secret New York City: A Guide to the Weird, Wonderful, and Obscure” and “100 Things to Do in Pittsburgh Before You Die.” A Pittsburgh native, she now lives in New York City. No matter where she travels, she’s always keeping her eyes peeled for vintage signage.
Thank you to our talented writers for your creativity, which helps bring The Compass to life each issue.
JONI SWEET
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Stay the course on these big issues.
WORDS / JENNA BUEGE
FRONTIER APPEALS TO SOUTHWEST CUSTOMERS
It seemed everyone had a reaction to Southwest Airlines’ controversial decision to do away with its beloved free checked bag policy, including Frontier Airlines, which, in response to the announcement, is appealing to disgruntled Southwest customers by offering its Economy Bundle at no additional cost through August 18, 2025. Comprising a free carry-on bag, free seat selection and free flight changes, the budgetfriendly airline has sweetened its Economy Bundle even further to include a free checked bag for a limited time. It’s a bold move, and Frontier isn’t being shy about its choice to seize the opportunity with CEO Barry Biffle saying, “We’ve always had heart. Some airlines are walking away from what travelers love, but we’re running towards it. Think of this as the ultimate ‘divorce your old airline’ deal.”
Cunard’s Queen Elizabeth Returns
Cunard’s Queen Elizabeth is back in service, and she has a fresh new look following an extensive makeover of many of her shared spaces and the addition of new restaurant Pavilion Wellness Café. Debuted just in time for her 2025 Japan sailings, the changes include updates to the ship’s Commodore Club, Garden Lounge and Pavilion in addition to upgrades to outdoor decks to include additional sunshades.
The Queen’s Room — the ship’s ballroom — enjoyed a refresh too, with the venue boasting a stylish new carpeting pattern inspired by the mulberry trees found at London’s Royal Palace. Similarly, vacationers will notice updated furnishings paired with changes to the exterior and interiors of the ship’s Grills Suites.
Frontier is hoping to attract former Southwest customers with its limited-time free bag offer.
Cunard’s Queen Elizabeth is sporting some fresh new digs following an extensive renovation.
SEAWORLD DEBUTS NATION’S LARGEST JELLYFISH EXHIBIT
JFK Terminal Gets New Look
John F. Kennedy International Airport’s Terminal 5 is preparing for big changes after JetBlue announced its plans for a complete overhaul of the space. According to JetBlue, the flagship terminal is ready for
a facelift, something that it says will help the area to continue its mission of bringing travelers a taste of that famous NYC energy without ever leaving the airport. As of early 2025, the proposed changes to Terminal 5
Featuring 15+ aquariums designed to educate and inspire, SeaWorld San Diego’s newest addition, Jewels of the Sea: The Jellyfish Experience, now represents the largest standalone jellyfish exhibit in the United States. A place to learn and explore the mesmerizing world of jellyfish, guests will find themselves fascinated as they embark on a journey beginning in shallow mangrove forests, through vibrant coral reefs and, finally, into a deep ocean trench, symbolizing deep-sea exploration.
In addition to offering up-close encounters with jellies, Jewels of the Sea emphasizes the importance of conservation, a main talking point of which is the exhibit’s life-sized Lion’s Mane Jellyfish sculpture made entirely from upcycled marine debris. “We’re thrilled to introduce Jewels of the Sea, a one-of-a-kind experience where guests can witness the breathtaking beauty of jellyfish like never before,” said Tyler Carter, park president of SeaWorld San Diego. “This exhibit not only celebrates these captivating creatures but also highlights their critical role in ocean ecosystems.”
include plans for 30+ new art installations, a revamped center concourse paying homage to the city’s beloved greenspaces and regularly scheduled live performances. Additionally, the renovation is expected to include 40+ concessions, many of which showcase locallyowned businesses and brands to further spotlight the magic of New York. “I am thrilled to see this transformative project take flight, creating good-paying jobs, empowering small businesses and driving economic growth while establishing JFK Terminal 5 as a state-of-the-art, world-class gateway,” said Congressman Gregory W. Meeks.
Terminal 5’s extensive makeover will include new artwork.
Jewels of the Sea: The Jellyfish Experience is the largest standalone jellyfish exhibit in the U.S.
PASEO DEL MORRO
OLD SAN JUAN, PUERTO RICO ,
WE ASKED: WHAT’S YOUR GO-TO DESTINATION FOR CLIENTS WHO DON’T WANT A BEACH VACATION?
Rikki Bradley
TRAVEL DESIGNER/AGENCY OWNER
AT BRADLEY & CO TRAVEL
WEBSITE bradleyandcotravel.com
INSTAGRAM instagram.com/bradleyandcotravel
“Both South Africa and Portugal are my go-to destinations for clients seeking non-beach adventures. South Africa offers breathtaking safaris, stunning landscapes like Table Mountain, as well as rich cultural experiences in Cape Town and Johannesburg. The wine country and local markets only add to the charm. Likewise, Portugal blends history and culture with modern charm. Clients love Lisbon’s colorful streets, exploring Sintra’s fairy tale palaces and indulging in world-class wine in the Douro Valley. Both destinations offer incredible food, history, culture and adventure, making them great options for clients seeking beyond the beach unforgettable experiences.”
Chelsea Mendoza OWNER OF GLOBAL GUIDES TRAVEL
WEBSITE globalguidestravel.com
FACEBOOK facebook.com/GlobalGuidesTravelLLC
“When my clients seek a destination beyond the beach, I recommend Croatia. This stunning country offers a perfect blend of culture, adventure and breathtaking scenery. Explore charming medieval towns like Dubrovnik and Split, where history comes to life through ancient architecture and cobblestone streets. For nature lovers, Croatia’s national parks, such as Plitvice Lakes and Krka, feature cascading waterfalls and lush landscapes, perfect for hiking and exploring. The country’s rich heritage, vibrant local markets and incredible cuisine create an unforgettable experience. Whether wandering through historic sites, enjoying outdoor adventures or indulging in world-class wines, Croatia delivers a unique escape beyond the typical beach vacation.”
Alonzo Baker CEO/OWNER OF NEW LIFE TRAVELS, LLC
WEBSITE newlife-travels.com
INSTAGRAM instagram.com/newlifetravels_
“For clients that don’t want a beach vacation, I would recommend an all-inclusive destination like Sedona, Arizona. Known for its stunning red rock formations and spiritual energy, Sedona offers all-inclusive resorts that provide a mix of luxury, outdoor adventure and wellness experiences. Clients can enjoy guided hikes, vortex tours, spa treatments and yoga retreats. The area is perfect for those seeking relaxation, rejuvenation and connection with nature without the crowds or beach. Additionally, Sedona’s renowned culinary scene adds another layer of appeal to the all-inclusive experience. With beautiful scenery, hiking trails and wellness programs, Sedona would be the ideal choice for clients looking for that unique, nonbeach retreat.”
Nolan Flynn DIRECTOR OF INDUSTRY ENGAGEMENT AT JET STREAM
WEBSITE jetstreamhost.com
FACEBOOK facebook.com/jetstreamhostnetwork
“My go-to destination for clients not looking for a beach generally ends up being in Europe. A favorite of mine is Iceland because you get the mix of culture and unique dining, and you’re also surrounded by stunning nature that doesn’t consist of a beach! From waterfalls, glaciers, geysers and even hot springs, Iceland ends up being a destination travelers don’t normally think of that packs a ton of value for a trip, long or short. And if the clients end up wanting to see a beach, the city of Vik on the south-shore is lined with truly epic, black sand beaches that you would never find in the Caribbean!”
Secrets of Egypt & the Nile
Immerse yourself in the rich history and culture of Egypt with AmaWaterways’ 11-night river cruise and land journey. Take in sacred temples devoted to deities such as Horus and Hathor. Marvel at ancient artifacts as you wander the expansive halls of the new Grand Egyptian Museum. Experience daily life in a colorful Nubian village. Explore all this and more as you enjoy luxury accommodations, exclusive experiences and world-class AmaWaterways service.
Visit AmaWaterways.com/Egypt to reserve your stateroom today.
IT PAYS TO BE A VERIFIED TRAVEL ADVISOR
VeriVacation, ASTA’s new consumer lead generator, is exclusively for certified travel professionals.
WORDS / CODIE LIERMANN
We’re living in a world where travel scams and impersonation are getting harder and harder to detect. While the role of the travel advisor evolves and modernizes, the fraudulent behavior grows right along with it. How are consumers able to know if the person they’re working with is legitimate?
The American Society of Travel Advisors (ASTA) offers a solution to this rising issue with its Verified Travel Advisor (VTA) certification program, and recently, the organization has taken it a step further by introducing VeriVacation, a tool that connects consumers with trusted travel advisors to plan their vacations.
This lead generator is offered exclusively to Verified Travel Advisors, which means there’s no better time than now for advisors to complete the program.
“This initiative has become a cornerstone in our mission to professionalize and elevate the travel advisor industry,” said Zane Kerby, President & CEO of ASTA. “We’ve made tremendous strides in redefining what it means to be a travel advisor. The barriers to entry in our field have been too low for too long, but that’s changing. Through education, certification and advocacy, we are collectively raising the bar.”
In early 2025, ASTA launched a campaign to bring awareness to the new tool, which included two 30-second commercials. One exposed the risks that come with trusting recommendations made solely from chatbots, and the other educated consumers on the prevalence of bad actors posing as advisors. Plans are in the works to shoot
additional content as well.
“As the complexities of travel continue to grow, travelers need a trusted resource to help them navigate their journeys,” said Kerby. “VeriVacation is the answer, offering access to top-tier professionals who provide unparalleled expertise and personalized service.”
While almost everyone can refer to themselves as a travel advisor, not just anyone can call themselves a Verified Travel Advisor. To earn this certification, advisors need two years of experience, demonstrated sales success and training in topics including ethics and compliance. Once certified, advisors must also maintain good standing by completing continuing education. This ensures VTAs have the latest information on industry developments and legal requirements for their customers.
The VeriVacation website goes into detail on why travelers should use a Verified Travel Advisor, pointing out key reasons like personalized planning, peace of mind and 24/7 support. The page also offers a slew of travel inspiration to get consumers thinking about where they want to jet off to next.
Once an idea comes to fruition, potential clients can choose from an array of travel types — ecotourism, river cruises, family friendly, romance travel, etc. — conveniently listed on the website. Clicking on a travel type brings them to a page of VTAs willing and ready to help plan their next trip.
Want your profile to be found in this list? If the answer is yes, it’s time to prioritize becoming a Verified Travel Advisor.
LEARN MORE VERIFIED TRAVEL ADVISOR
The Verified Travel Advisor certification program is a course advisors can take to be listed as reputable, trusted advisors. Visit asta.org/vta to enroll.
VERIVACATION
VeriVacation is a consumer lead generator exclusively for Verified Travel Advisors. Visit verivacation.com to learn more.
STOP WAITING AND START LIVING
On the cusp of a milestone birthday, travel multi-hyphenate Jen Ruiz decided to stop making excuses and start seeing the world.
WORDS / JENNA BUEGE
In 2017, Jen Ruiz was a practicing attorney mourning the end of her 20s. She was 12 short months from turning the big three-oh, and a nagging feeling told her that, while her career was successful, she wasn’t truly living. “I was confronted poignantly with the passage of time and realized that in making excuses and waiting for the perfect circumstances, I was robbing myself of life experiences,” Ruiz said. “Time was passing, and I was just waiting.” Ruiz recalled she always wanted to see the
world but always found reasons not to. “Some of my favorite excuses were, ‘I have no one to go with me,’ ‘I don’t have any time off work,’ and the ever reliable, ‘I’m broke,’” she joked. But, with that milestone birthday looming, she knew it was time to stop waiting and start living.
“Work, money, and companionship were always going to be recurring themes. I didn’t want them to stop me from making the most of my years and marking the time meaningfully,” she said. And so, Ruiz
concocted an ambitious plan, challenging herself to embark on 12 trips in 12 months, all before her 30th birthday. She’s since dubbed it her “Year of Adventure,” and the now bestselling author, multi-time TEDx speaker, award-winning travel writer and solo travel maven, says it taught her a lot about herself and navigating the world as a woman. Here’s how her journey began.
A YEAR OF ADVENTURE
As someone who “only ever allowed herself
Ruiz smiles in Puerto Rico.
24 hours to celebrate her birthday,” Ruiz said inspiration struck when she wondered what it would be like to instead celebrate with a trip every month. Thus, the Year of Adventure began, and it was liberating. “It all started with a trip to Athens, Greece,” she remembered. “When I was there, I realized that I wasn’t worrying about work or being 29 turning 30; I was just in the moment.”
After that she was hooked, and Ruiz recalled ways she became resourceful to keep the momentum going. “I took a second job teaching English online. I started learning about credit cards and using points and miles … I got creative with my PTO … (and,) most importantly, I learned how to find
affordable flights and went where the deal took me.”
When that momentous birthday finally came around, Ruiz had taken an impressive 20 trips, crushing her initial goal. And while she enjoyed the highs of getting serenaded at an opera in Florence and treating her parents to a meal prepared by a “Chopped” champion, she shared there were some lows, too, like double booking trips over Veteran’s Day weekend and losing her rental car keys in Mexico. “Those were some costly and difficult lessons to learn, but mistakes I won’t make again,” Ruiz said. Overall, it was worth it. “My self-proclaimed ‘Year of Adventure’ taught me that even if you’re traveling solo,
you’re not really alone. You can meet people and have experiences along the way that spark a true sense of connection and belonging where you least expect it.”
THE POWER OF GOING SOLO
Today, Ruiz is leaning into her passion for solo travel, and she wants more women to join her. “I think every woman needs to travel solo at least once so they know what it’s like to prioritize their needs first,” she said. “As women, we’re programmed to nurture and provide for others, often before ourselves. Solo travel allows you to ask the question, ‘what do I want to do today?’ … it’s a delightful feeling of indulgence and one that is well deserved.”
Ruiz recognizes traveling alone can be intimidating, but she says it often isn’t as scary as it sounds. “If you are living alone, you’re already doing all the same things you’d do abroad. It’s not much different, just a different setting.” Regarding safety, Ruiz recommends always carrying a cell phone and backup battery in addition to doing research and connecting with locals in advance. She also loves guided tours for exploring at night or discovering parts of town she doesn’t feel comfortable visiting alone.
However they decide to go, Ruiz wants to continue inspiring people to stop waiting and start living. No more excuses.
WHAT’S IN JEN’S CARRY-ON?
“I have an eye mask and variety of headphones I’ve collected with setups to go into every possible airplane port ... I have my own water bottle that I fill up once I’m past security. I bring portable slippers for flights that are four hours or longer. I wear a hoodie for the extra pocket in front (usually where I hold my passport and boarding pass while in line) and to have layers. Most importantly, I have sanitizing wipes and wipe down every surface of my seat before takeoff. And a pen! You never know when you’ll need it for paperwork upon arrival.”
Ruiz poses for a photo op on The Colossus, an attraction at Hobbitenango in Guatemala.
COLLEGE COUNSELOR TURNED TRAVEL PRO
Meet the ambitious Rebecca Smiley, a young advisor with big goals.
WORDS / SAMANTHA ANDERSON
Life is notorious for throwing curveballs and shaking up our sense of routine, reminding us that sometimes, even when we seem to have it all figured out, our circumstances are never set in stone. Twenty-nine-year-old Rebecca Smiley knows this lesson better than anyone — all it took was one unexpected conversation with her uncle’s travel advisor at a family wedding for her to leave behind a full-time career as a college admissions counselor.
Inspired by the interaction, Smiley took a leap of faith five months later and joined KHM Travel Group, giving life to her own business, Smiley Travel. Now, with a little over three years of experience in the industry, she’s full steam ahead on her road to unprecedented success.
TAKING THE INDUSTRY BY STORM
Smiley’s pursuit of a career in travel — while seemingly spontaneous — aligned with her passion for the industry, one she discovered
at 13 when she planned the entirety of her family trip. She recalls falling in love with the researching, booking and organizational process, though she never considered becoming an advisor until that one fated conversation.
“Before that, I thought travel agents just worked at AAA, booking flights and handing out maps,” said Smiley. “But she [her uncle’s travel agent] opened my eyes to what a modern travel advisor actually does — curating dream vacations, building
Smiley hikes in front of the scenic views of the Alps.
PHOTOS
COURTESY OF JEN RUIZ
relationships, and experiencing the world in a way that helps others do the same.”
The young and hopeful Smiley kickstarted her new career in November 2021, hitting her stride rather quickly after only three years. In 2024, she booked 100 trips, selling over $86,000 in travel, according to a February CNBC article. This year, Smiley has her sights set on bigger ambitions, looking to earn $100K in commission — a feat that would make her KHM’s youngest advisor to do so. It comes as no surprise that Smiley’s on track towards reaching that milestone.
In conjunction with her rapid success, Smiley has learned a thing or two about the dos and don’ts of business and was eager to share some key pieces of advice for new advisors.
“Use social media — it’s free, and it works! You don’t need to go viral or have a million followers for it to be effective,” Smiley advised. “Every time you post about travel — whether it’s client trips, industry updates, or even your own experiences — you’re keeping yourself top of mind.”
Along the lines of money-saving hacks, Smiley also gave pointers about where advisors should focus their time and energy.
“It’s easy to feel like you need the fanciest website, paid ads, or expensive tools, but the truth is, you can grow a successful business with minimal upfront costs,” Smiley said. “Focus on building relationships, using free marketing tools like social media, and learning as much as you can. The bookings will come with time, and when they do, you’ll be glad you built a solid foundation without overspending.”
CREATING A LASTING IMPACT
While Smiley has reached some impressive goals early in her career, she also recognizes that the industry is bigger than her. Last year, Smiley was invited to attend ALG Vacations’ Kindness Conference as a 40 Under 40 participant, where she noted the most significant takeaway was the emphasis on community and advisors uplifting one another. Driven by this sense of togetherness, Smiley spearheaded a young professionals initiative at KHM, aiming to connect advisors, support one another and help build confidence in the business.
“I know firsthand how intimidating it can be to step into the travel industry as a young professional, so I’ve been working on creating
a space for others to find their footing,” Smiley said. “It’s not about separating ourselves but making sure young advisors know they belong here.”
A year later, Smiley’s mission of creating an inclusive space for advisors is coming full circle as she is one of five coaches selected to mentor attendees at this year’s Kindness Conference. She describes the role as “guiding new participants, sharing insights from my journey, and fostering an environment where kindness and collaboration lead the way.”
The sky’s the limit for Smiley and her business, though her current focus is on bringing others up with her.
“The goal isn’t just to grow Smiley Travel but to create opportunities for people around me,” she said. “Long term, I see myself continuing to create spaces where people feel supported — because success is always better when you can share it.”
Smiley and other attendees of the 2024 Kindness Conference take a picture together at Ascend.
On a visit to Morocco, Smiley sits in the sand of the Sahara.
YOUNG PEOPLE TRAVEL GLOBAL EDGE
This nonprofit helps U.S. youth discover new cultures and develop critical life skills through its educational and immersive programming.
WORDS / JENNA BUEGE
According to Founder Sanya L. Weston, the folks at Young People Travel Global Edge (YPT Global Edge) have a saying: Through it all, you just have to take flight. “It’s a reminder that no matter the obstacles, growth happens when we dare to soar,” she said. And, as a platform created to enable young people to grow through cultural immersion, leadership development and entrepreneurship — all while discovering the
Weston smiles from a sand dune in Dubai.
world — YPT Global Edge is committed to helping the youth of America spread their metaphorical wings and fly.
The initiative, which began in 2020, is centered around a variety of programs available to students, including courses on themes like entrepreneurship, financial literacy, STEM, leadership and community service. Couple this with the incredible travel opportunities YPT Global Edge offers to places like South Africa, Ghana, Italy and
Dubai, and participating scholars are poised for success as they discover new cultures while developing critical life skills in the process.
“What I give to the youth at Young People Travel Global Edge is a reflection of what the travel industry has shown me — the world is a teacher, an inspiration and a force for transformation,” said Weston.
“Travel isn’t just about visiting new places; it’s about discovering new perspectives, unlocking potential, and realizing that opportunities stretch far beyond what we see in our everyday lives. I am passionate about equipping young people with the confidence to step beyond their comfort zones, embrace the unknown and see themselves as global citizens.”
Open to U.S. students ages 13 to 23, Weston says anyone can apply to become a YPT Global Edge scholar. “Many of our students come from financially disadvantaged communities, and we strive to provide them with opportunities they might not otherwise have,” she said. In addition to its beloved scholarship program, YPT Global Edge hosts regularly scheduled virtual workshops which act as a way for students to connect with one another and nurture what Weston calls their “journey toward international exposure.”
Similarly, YPT Global Edge offers programming for students ages eight through 12, introducing them to the concept of international travel and cultivating an appreciation for different cultures from an early age.
“Since launching, the impact has been incredible,” said Weston. “Students return with newfound confidence, leadership abilities and a broader perspective on the world. YPT Global Edge is more than just
travel — it’s about creating global citizens ready to make a meaningful difference.”
As a 501(c)(3) organization, YPT Global Edge’s educational programs are fully supported and funded by volunteers and donations. According to Weston, advisors and their clients can help the group succeed by getting involved, whether that means offering to be a mentor, sponsoring a student’s trip or even something as seemingly simple as spreading the word. Further, Weston says interested parties can get involved by participating in events helmed by YPT Global Edge such as the group’s Passport Drive, taking part in its Roundup Program or by donating unused SkyMiles.
“This industry has given me the privilege of witnessing transformation firsthand, and I am committed to ensuring the next generation has the same opportunities to see, learn and lead on a global scale,” said Weston. As for her fellow advisors, Weston wants to inspire them to find their spark. “My advice to you: find what makes you complete in this industry. What brings you the most joy? What part of travel fuels your passion? Pour into that, because when you lead with purpose, your work becomes more than just business — it becomes impact.”
WHAT IS YOUNG PEOPLE TRAVEL GLOBAL EDGE?
YPT Global Edge is a 501(c)(3) nonprofit that enables students to see the world and develop critical life skills through its educational programming and scholarship opportunities.
HOW CAN ADVISORS GET INVOLVED?
Advisors can get involved by volunteering with or making a monetary donation to YPT Global Edge. To learn more about YPT Global Edge, visit the company’s website at YPTGlobalEdge.org or connect with the organization on Facebook, Instagram and LinkedIn.
The first YPT Global Edge summer camp took place in 2022.
A group of YPT Global Edge scholars pose for a photo op.
YPT Global Edge visits South Africa in 2023.
THE ALL-IN-ONE MARKETING TOOL
BUILT FOR TRAVEL ADVISORS
With ready-to-post content and AI-powered tools, the Travel Agent Collective helps you show up consistently — and book more clients.
WORDS / JONI SWEET
Armed with stunning destination photos and insider knowledge on the most vacation-worthy destinations in the world, travel advisors should have no trouble marketing themselves. After all, this is exactly the type of content that gets clicked, shared and saved on social media — and that attention can be the first step in generating new leads.
So, why do so many travel advisors struggle to market themselves consistently?
Entrepreneur Nikita France saw the problem firsthand. As a digital marketing consultant in the travel industry, she kept hearing from travel advisors that they knew social media was important, but they didn’t know where to begin sharing content and growing an audience. And they didn’t have time to do it consistently.
With this insight, she created the Travel Agent Collective: a platform designed to help travel advisors develop social media strategies and ready-to-post content in mere minutes. It began in 2019 as a simple content membership program that gave travel advisors access to images and captions they could use on their social media channels.
“Since we launched, we’ve kept reiterating to incorporate what’s going on in social media right now and what’s proven to work and put that into the content we provide every single month,” France said. “Travel advisors don’t need to stress about keeping up with the trends — that’s the beauty of it.”
Today, the proprietary software helps travel advisors develop and implement their digital marketing — from strategy to scheduling — in as little as an hour a month. Members get access to monthly content calendars filled with ready-to-customize images, captions and reel templates, all tailored to their niche and brand colors. Rather than scrambling to figure out what to post each morning, members plan it out
in advance and always have something to share on Instagram, Facebook and LinkedIn (with new channels like TikTok coming soon!).
The platform also includes a built-in hashtag generator to make sure your content shows up in the right conversations, and analytics tracking to help you understand which posts resonate most with your audience.
Beyond social media, the Travel Agent Collective tackles email marketing, too. Members can tap into a library of Canva templates, prewritten email copy and shareable lead magnets. Need help putting your personal spin on the content? Just ask Estelle, the platform’s AI-powered marketing assistant, to help you make tweaks. She’ll even ask you about recent success stories or travel insights you’ve picked up to help find inspiration for your next batch of content.
“If you think of digital marketing like an accordion, we’ve squished it down and taken out some of the steps of creating really good content,” France explained.
Membership costs $57 per month, and there’s
a $20 discount for your first month. France said that making the investment gives you back hours each month to focus on what you do best, like serving your clients and booking dream vacations, or to build your marketing skills through the platform’s library of bite-sized courses.
But it’s not just about saving you time. It helps you show up online consistently and build your credibility, France said.
“We’re giving our advisors the power to create content that really positions them as an expert, trusted authority and the guide on travel,” she explained. “Instead of just talking about how beautiful Jamaica is, which is only a small part of what an advisor should be posting about, they’re building credibility that makes people want to book that trip with them.”
That can lead to big results in a travel business. France shared real-life examples of members who’ve landed $60,000 and $70,000 bookings from new clients who discovered them through the content they developed on the platform.
At the end of the day, the photos and advice you share on social media aren’t just for likes and comments: They should help you stay visible, build trust and connect with clients. Finding a simple way to stay on top of your digital marketing (consistently!) can make a big difference in whether someone scrolls right by your post or slides into your inbox with an inquiry that turns into your biggest booking of the month.
Nikita France
Fifth Night Free This Summer
Adventure And Relaxation
SILENCE the Noise With QUIET TRAVEL
THIS ONGOING TRAVEL TREND HELPS PEOPLE HANG A METAPHORICAL “DO NOT DISTURB” SIGN ON LIFE.
WORDS / JENNA BUEGE
When was the last time you truly slowed down? Text messages, emails, phone calls, notifications … you can “silence” them all, but it’s not so easy to tame the hustle and bustle of a noisy life. Or is it?
One of the industry’s hottest travel trends says — or should I say whispers — “It can be.” You just need to know where to look.
Havila Castor sails beneath a sky lit by the Northern Lights.
Enter quiet travel, the in-demand vacation craze that’s acting as a fresh treatment to one of life’s most common ailments: the fact that, sometimes, the world is simply too loud. Also referred to as “silent travel” or “calmcations,” whether it’s combatting the noise inside a busy mind or quite literally escaping the chaos of one’s surroundings, this trend embraces Earth’s most peaceful places, allowing participants to turn the volume down and reap the benefits of some good old-fashioned tranquility.
Interestingly, this shared yearning to hit the mute button isn’t new. In fact, data from visual discovery platform Pinterest shows people have been craving the concept of quiet travel for a while now, with the company writing in its 2024 Travel Report that “the quest for a quieter, more serene lifestyle is rising, with searches for ‘quiet life’ soaring by 530%” on the site. Similarly, the platform shared searches for “quiet places” and “calm places” increased by 50% and 42%, respectively, reflecting the demand for a trend that has done anything but fizzle over time.
If you’re ready to hang a metaphorical “do not disturb” sign on the doorknob that is life, come with us as we explore rising calmcation destinations, the potential health benefits of quiet travel and how one brand is helping its customers silence the noise.
CALM THE MIND, CALM THE BODY
Nothing quite compares to the “feel-good” effect of a proper vacation. From the excitement of a change in routine to the mood-boosting powers of new surroundings, flavors and cultures, it’s no surprise the act of traveling is widely believed to have a positive impact on both the mind and the body. In fact, according to Smitha Bhandari, MD, an editorial contributor for WebMD, decreased stress levels, improved mental health, increased creativity and enhanced memory are all medical benefits of
travel. Pair this with the advantages associated with immersing oneself in a quiet environment, such as lower blood pressure, improved concentration and focus, calmer thoughts, reduced cortisol levels, better sleep and more, and it’s not hard to see why people are saying silent travel is good for the body and the soul.
TURNING DOWN THE VOLUME
Whether they’re centered around themes like days spent in total darkness, unplugging from technology, regular meditation, healthy eating or staying completely silent, there’s a corresponding retreat for seemingly every wellness niche, and quiet travelers are loving it! Going beyond the notion of simply escaping the commotion of it all, people are looking to calmcations to be a catalyst for introspection, a way for them to connect with themselves and their greater surroundings. And, with no shortage of retreats to choose from, people don’t need to go far from home to join the movement, although with the Global Wellness Institute predicting a 17% annual growth in wellness tourism through 2027, they can certainly hop on a plane to find their Zen — in whatever form it may take — on nearly every continent.
Similarly, as the inverse of pulsing cities and hectic schedules, natural places are like a magnet for quiet travelers, with remote destinations drawing crowds eager to practice “silent walking,” a fad that gained steam on TikTok in 2023. And with more people hitting the trails sans phones and verbal commentary, it seems the silent walking trend has arrived in the travel industry too, with some vacationers planning hushed hiking experiences in places like Namibia, Ecuador, Taiwan, England and even U.S. states like Minnesota, Oregon and Alaska. One resource that’s helpful for finding natural places with less noise is Quiet Parks
International (QPI), a non-profit dedicated to “saving quiet for the benefit of all life” that aids in identifying and protecting the Earth’s last truly peaceful places. According to QPI, the benefits of silence are worth fighting for, and travelers can turn to its website to browse destinations that have been honored with it’s Quiet Public Spaces award which includes categories like: “Wilderness Quiet Parks,” “Urban Quiet Parks,” “Quiet Trails,” “Quiet Conservation Area” and “Quiet Marine Parks.” Finally, travelers are cutting out the noise by narrowing down their party size to the magical number of one. That’s right, solo travel remains a major theme in the industry, and it seamlessly integrates into the quiet travel trend as more and more vacationers feel empowered to hit the road unaccompanied. Returning to Pinterest’s report, the platform noted a 35% increase in searches for the term “solo travel,” saying, “Solo travel emerges as a liberating choice, granting individuals the freedom to craft their itinerary, pace, and priorities without compromise. Whether basking in the tranquility
Meditation aids in relaxing the mind and the body.
of a secluded beach or meandering through serene countryside landscapes, these experiences contribute to self-care and overall well-being.”
PEACE ON QUIET WATERS
Vacationers aren’t the only ones finding inspiration in the quiet travel trend. In fact, Havila Voyages, a family-owned, sustainably operated Norwegian coastal cruise ship company, created its “Noise Forecast” campaign, which uses a series of sound measuring stations placed along the country’s shoreline to compare the calming sounds of Norway to those of major international cities, around the movement. “We think quietness, clean air and untouched nature all play a part in why travelers locally and nationally choose Norway,” said Lasse Vangstein, chief communications and sustainability officer at Havila Voyages.
But the sustainable-minded cruise line didn’t stop there. Instead, it paired its Noise Forecast with an exclusive Spotify playlist that showcases the relaxing sounds of the Arctic, instantly giving listeners a taste of the peace and quiet they might be craving. “The inspiring sounds
found as part of the Spotify playlist are all recorded in areas you can experience in real life when traveling with Havila Voyages, like sailing through the Geirangerfjord, horseback riding on the beach in Lofoten, listening to the birds singing in their natural habitat in Øye, and more,” said Vangstein. “Whether joining one of our Northbound, Southbound, or roundtrip voyages, guests can opt from our 70 excursions offered at the different ports our ships make stops at along the way. All excursions are driven by creating a way for guests to immerse themselves in authentic experiences of nature, dining, and cultural features of the region.”
It’s a clever way to drum up people’s interest, and Vangstein says he thinks the quiet travel trend is one that’s certainly worth exploring. “We truly believe that calmcation is here to stay, and that everybody can benefit from winding down,” he said. “Escaping everyday hectic life and the noise of the cities is good for mental and physical health. We advise people to try it out, you will be astonished by what good it can do for you.”
AMERICA’S MOST AND LEAST NOISY CITIES
According to a survey from online language tutoring company Preply that examined the noise levels of some of the nation’s largest cities, these are the most and least noisy U.S. cities.
Least Noisy:
1) Minneapolis, MN
2) Raleigh, NC
3) Omaha, NE
4) Phoenix, AZ
5) Tulsa, OK
Most Noisy:
1) New Orleans, LA
2) Philadelphia, PA
3) Memphis, TN
4) Miami, FL
5) New York, NY
Oregon is a popular spot among quiet travelers.
Discover the Peruvian
AMAZON
WHAT TRAVEL ADVISORS NEED TO KNOW TO SELL, PLAN AND PREPARE CLIENTS FOR AN UNFORGETTABLE EXPERIENCE
IN THE RAINFOREST.
WORDS / JONI SWEET
The classic African safari has some serious competition in South America. The Peruvian Amazon delivers all the awe of a game drive, but swaps dusty plains for lush jungle, jeeps for canoes and zebras for pink dolphins. This is one of the most biodiverse places on Earth — home to at least 10% of all known species — and Peru offers some of the region’s best access, luxury accommodations and guided experiences to help make a client’s trip extraordinary.
Now, more than ever, is the time for travel advisors to put the Peruvian Amazon front and center in their adventure-loving clients’ travel plans. It makes a meaningful addition to a trip to Machu Picchu, which draws nearly 1 million visitors per year. It also opens the door to one of the most vital ecosystems on Earth. This isn’t a destination to put off for “someday” — it’s a place to prioritize now.
Here’s how to get the right clients on board for a trip to the Peruvian Amazon — and how to craft an unforgettable adventure for them.
WHAT MAKES THE PERUVIAN AMAZON SO SPECIAL?
It’s easy to understand the appeal of the Amazon for nature and wildlife enthusiasts.
It’s a one-of-a-kind ecosystem that’s home to an astonishing variety of wildlife: pink dolphins, sloths, howler monkeys, iguanas, tree frogs and toucans, to name a few. Travelers can spend their days fishing for piranha from canoes on lazy rivers, then take a guided trek through the jungle after dark to see animals that only come out at night.
The Amazon stretches across eight different countries, so why choose Peru as your gateway to this enchanting biome?
“The Amazon is a pretty storied place for people, and Peru has the best infrastructure and access to it,” said Gabrielle Venturi, sales director at Vaya Adventures, which specializes in private tailor-made travel worldwide, particularly South America.
What also sets Peru apart is that it offers two distinct regions where travelers can explore the Amazon, each delivering a
different flavor of adventure. In southeastern Peru, the Puerto Maldonado region is easy to reach from Cusco and features lodge-based stays in the jungle. The northern region, which is accessible from the city of Iquitos, offers travelers the chance to cruise waterways on riverboats with a higher level of luxury.
“The main differences are going to be in the type of wildlife you’re seeing and the actual lodging options,” noted Jasmine Scott, elite Latin America specialist at Audley Travel, which offers tailor-made vacations and private tours of the Peruvian Amazon and many other destinations.
WHO THE PERUVIAN AMAZON IS FOR (AND HOW TO SELL IT)
The Peruvian Amazon isn’t for everyone — but for the right client, it’s a dream destination.
Scott tends to see the most interest in this destination from travelers in their 60s and 70s who’ve already seen a lot of the world and want to finally check the Amazon off their bucket list.
“On the other end of the spectrum are younger travelers or families who are really active and looking to do something adventurous and outdoorsy,” she added.
It’s an especially rewarding destination for travelers with a genuine curiosity about nature — not just those chasing big wildlife moments — since animal sightings can be fleeting.
“You’re going to see animals for sure, but it’s in a dense jungle environment,” Venturi explained. “You’re going to see incredible bird life and quick glimpses of primates through foliage. It’s great for travelers who have an interest in learning about the ecosystem, the incredible diversity of flora and how people live in the jungle.”
For some travelers, the Peruvian Amazon is a vacation destination in its own right. Venturi estimates that about 10% to 15% of her travelers plan their entire trip around exploring the Amazon. The rest of the time, they treat it as an add-on when traveling to see Peru’s other highlights, like Machu Picchu and the Sacred Valley.
An accommodation at Inkaterra Hacienda Concepcion
Clockwise from top left: An excursion at Inkaterra Hacienda Concepcion; squirrel monkeys; Macaws greeting visitors
An accommodation at Inkaterra Hacienda Concepcion
When marketing the Amazon, lead with the sense of discovery and immersion; it’s not just about spotting animals, but stepping into one of the world’s most complex and aweinspiring ecosystems. Highlighting expertguided excursions, cultural connections and the chance to explore a threatened landscape can help seal the deal.
And don’t forget to explain just how accessible it is (relatively speaking). Remind clients that Peru has a strong tourism infrastructure and that the rainforest is just a short flight away from major cities, like Lima or Cusco, making the journey easier than they might expect.
PLANNING TRIPS TO THE PERUVIAN AMAZON
The biggest consideration when building an itinerary to the Peruvian Amazon is whether your client wants to go north or south.
The southern Amazon offers a more budget-friendly and immersive experience, with travelers staying at jungle lodges and spending more time on the ground. It’s known for world-class birdwatching, flexible excursions tailored to weather and wildlife activity and a deeper sense of connection to the rainforest itself.
However, there is a trade-off: fewer creature comforts than some travelers might be used to.
“Even the luxury lodges are still rustic to a certain extent,” Scott said. “Sometimes one wall of the room is completely open to the elements, like a porch, and you’ll have mosquito netting over your bed. Electricity may be turned off at times during the day.”
A lizard relaxing on a branch
Aqua Expeditions’
Aria Amazon
For clients headed to this part of the Peruvian Amazon, Scott recommended lodges like Inkaterra Reserva Amazonica and Inkaterra Hacienda Concepcion.
“Inkaterra also has properties in other parts of Peru, so they have a bit of consistency in terms of the level of service they provide to clients,” she said.
But what the region lacks in modern amenities, it makes up for in unforgettable, spontaneous moments in the jungle. Scott recalled a family of six she helped visit the Peruvian Amazon. Their daughter was stung by a bee during a jungle hike, and without skipping a beat, the guide pulled a bug from a nearby tree, opened it up, and smeared it on her wound. Her pain stopped immediately.
“For everyone on the tour, it was mindblowing,” Scott said. “You can talk all about the medicinal properties of the flora and fauna in the Amazon, but to be able to see it in real life is just so cool.”
In contrast, the northern region is best known for its multi-day river cruises — a great fit for travelers who want to experience the Amazon with the comfort of airconditioning and great cuisine, or those who already know they love cruising. Scott recommends Jungle Experiences for entrylevel trips and Delfin for higher-end Amazon cruises.
It’s a more structured experience, though — the river cruises stick closely to their itineraries, leaving little opportunity for spontaneous exploration or following the whims of nature.
There’s also seasonality to consider. During
Travelers taking in the sights of the Amazon
Fishing in Peru
“For everyone on the tour, it was mind-blowing. You can talk all about the medicinal properties of the flora and fauna in the Amazon, but to be able to see it in real life is just so cool.”
— JASMINE SCOTT
the dry season (generally June through November), the water is low, which means more opportunities for jungle walks and more concentrated populations of fish.
“You’re almost guaranteed to catch a piranha, and it’s really interesting to see how people fish for them,” Venturi said.
During the wet season, the Amazon basin is flooded, which reduces opportunities to explore the rainforest by foot. Instead, travelers can tour the many waterways by skiff. Plus, the higher water levels keep you much closer to the treetops, where there’s a lot of animal activity. You may even have the chance to go swimming in the Amazon — a thrill that sounds like the beginning of a horror movie, but guides know safe spots, and it makes a great story back home.
“For a lot of people, there’s no way they’re getting in that water. But I’ve done it, and just being in this beautiful jungle environment swimming in the water makes you feel really close to nature,” Venturi said.
And that feeling — whether you experience it when you spot pink river dolphins, breathe the humid jungle air or paddle silently past a tree full of monkeys — is what makes a trip to the Peruvian Amazon something your clients will talk about for years.
“Everyone should visit the Amazon once in their life,” Venturi said. “It’s worth it to feel the jungle and enhance your appreciation for what a rainforest is.”
Understanding the Needs of Aging Travelers
GET TO KNOW THIS INFLUENTIAL DEMOGRAPHIC AND LEARN HOW ADVISORS CAN EMPOWER PEOPLE TO CHOOSE HOW THEY LIVE AS THEY AGE.
WORDS / JENNA BUEGE
Getting older isn’t always a walk in the park. While time seems to move faster, our bodies seem to move slower. Our routines and responsibilities shift, and life starts looking a little different than it did when we were younger. However, while change is inevitable, some things stay the same, including our desire to see the world and connect with others. In fact, according to a 2025 survey from AARP titled “Soaring into 2025: Travel Plans Take Flight Among 50-Plus Travelers,” older adults
are traveling more, with 70% of respondents saying they’re planning to take one or more trips this year. Similarly, in a March 2025 press release, AARP shared that Americans ages 50+ have big spending power in the leisure travel demographic, shelling out a cumulative $236 billion on the segment each year.
With their interest in travel surpassing prepandemic levels, and adults 50+ taking more trips than anticipated for the first time in AARP’s tracking history in 2024, it’s important for travel advisors to understand how to best
serve this highly active, incredibly diverse group. And, while the population of “older” or “aging adults” comprises a huge age range, Amy Goyer, family caregiving expert at AARP, says advisors shouldn’t make the mistake of assuming they all have the same requirements — or travel aspirations for that matter. “(The term) ‘older adults’ encompasses a broad age range from those in their 50s to those in their 90s and older,” she said. “Everyone in that category doesn’t have the same needs. Some in their 50s or 60s are still very active and doing
the same things that younger people are doing, and some in their 80s may be more active than those in their 40s!”
All this is to say, age is just a number, and growing older looks different for everyone. Here are a few ways advisors can meet aging travelers where they’re at and continue making vacation dreams come true.
WHERE THEY’RE GOING
For many older adults, domestic escapes — like Florida, California, Las Vegas, New York, Texas and Arizona — are a clear choice. This becomes especially true for those with mobility concerns when planning or booking travel, with 66% of respondents telling AARP they prefer to remain closer to home or that they intentionally seek out destinations that require less walking. Of course, this isn’t the rule, and many travelers ages 50+ enjoy international vacations too, with AARP finding 44% of adults are eyeing a trip outside the U.S. in 2025, citing bucket list and multi-generational adventures as their top motivators for going overseas.
Alanna Guzmán
HOW THEY’RE GETTING THERE
Speaking of motivators, over half of respondents (56%) shared that spending time with family or friends was a top incentive for leisure travel, in addition to escaping daily routines and focusing on rest and relaxation. Further, 95% of respondents said they believe travel is good for their mental health, while 85% said it is good for their physical health.
Interestingly, how older adults prefer to get from point A to point B also varies, with AARP finding vacationers 70+ like traveling in their own vehicle, while those under 70 favor flying over driving. Similarly, 33% of respondents said they were somewhat or very likely to travel by train, and 13% said they are planning a trip by bus. While air travel is enjoying a bump in popularity among this demographic — up 38%
in comparison to 2024 — AARP says the hassle of flying can leave travelers feeling worn out, especially those who struggle with age-related disabilities, conditions or mobility challenges. Despite this, there are a few helpful solutions in place, with the group citing special ticketing lines, more access to wheelchairs and special TSA screening lines that shorten wait times as the most effective. Additionally, 49% of older travelers with mobility challenges, hearing loss and anxiety said they want the ability to self-identify as someone who might need accommodations at the airport and while flying. Don’t know which transportation method is the right fit for your client? Goyer says it’s ok to ask. “Ask what is their preferred/easiest way to travel — train, plane, personal vehicle, chartered bus, etc.,” she said. “Get specific information about their needs. Explain that the more information you have, the better you can help them plan their trip.”
And good planning is essential. Working with airlines to arrange wheelchair and other necessary assistance in advance or supporting initiatives like the Hidden Disabilities Sunflower program to help travelers selfidentify as someone who might need additional support are good ways advisors can get ahead of potential pain points for their clients. AARP also points to the TSA Cares call center as a valuable resource, and advisors can use it to discuss questions regarding medical devices, service animals, medications, mobility aids and more — just make sure to do so 72 hours prior
to travel for the smoothest experience.
AVOIDING HOTEL HASSLES
Of course, getting to the destination is only one piece of the puzzle. For older adults who face mobility challenges, age-related disabilities or travel with a service animal, finding the right hotel can sometimes prove to be complicated. In an article titled “Tips for Hassle-Free Travel With Older Parents,” AARP outlined its advice for booking the right property for special needs travelers, and we think it can double as a guideline for advisors. Beginning with location, the nonprofit recommends looking at potential hotels on a map to compare their proximity to the places your clients want to visit. “A hotel that’s accessible but inconvenient might create more problems than it solves,” said AARP. Next, the organization says it’s vital to book early as many hotels have a limited number of accessible rooms, and they can fill up quickly. Locking in your reservation as soon as possible helps to ensure your client gets the accommodations they need. Lastly, don’t be
afraid to call to talk specifics. From elevators and lifts to dimensions and grab bars, AARP says any property should be happy to share necessary accessibility info over the phone.
MORE TO CONSIDER
In addition to the above factors, Goyer says there are specific questions advisors should ask their clients ages 50+ to ensure they can plan the best vacation possible. And while what you decide to ask will vary from person to person, Goyer gave the below examples of qualifying questions to consider:
• What is their goal for the trip? Is it a lifelong dream? A family history trip? Do they want to see and do it all or are they happy being more low-key?
• Do they have any health concerns that will impact trip planning? What about medicines?
• Have they had any recent injuries from which they are still healing?
• How much do they walk every day? Do they exercise or go to a gym? How many hours do they spend being active before
they want to rest?
• Are they a caregiver for a loved one and do they want to build in time to check in on them via phone or computer? Do they want to add on travel insurance in case they need to cancel due to caregiving responsibilities?
• What are their computer skills like? Can they make online reservations, research things on their own and receive communication from you? Would they rather get written or mailed information?
• Will this be a multi-generational trip? How old are the other family members coming along?
The ability to connect with others and see the world is one of life’s greatest joys, and Goyer says advisors have the power to help people continue to experience that joy, no matter their age. “View your job as empowering people to choose how they live as they age,” said Goyer. “And with the right planning and resources, traveling with older adults or loved ones is very feasible and that they can have rich and active travel lives.”
GLAMPING 101:
Discover One of the Fastest-Growing Trends in Travel
Grand Canyon Milky Way
CAMPING CONTINUES TO GET MORE GLAMOROUS, AND TRAVELERS WANT IN.
WORDS / CODIE LIERMANN
Imagine being on vacation and fully immersed in Mother Nature’s beauty, letting the breathtaking sights and smells surround you, while also enjoying modern amenities such as, say, a private bathroom or a king-size bed. This ideal blend of outdoors and luxury has intertwined over the years and even earned itself a name: glamping.
The luxury camping combo has been turning heads in recent years and continues to be a growing trend among travelers. According to ResearchAndMarkets.com, the glamping market has reached 4.11 billion dollars and is expected to grow to 6.66 billion dollars by 2030.
It’s not surprising that many large hotel chains are adopting this method of travel and adding these types of accommodations to their portfolio. Take Hyatt, for example, announcing its exclusive alliance with Under Canvas, or Hilton partnering with AutoCamp. Also, Marriott International acquired Postcard Cabins at the end of 2024. These brands understand glamping is on the rise and are ensuring they have offerings for their valued customers to utilize.
“I believe that this trend in travel is growing stronger for many reasons. More people are looking for authentic, out of the ordinary travel experiences. Travelers are spending more for these fulfilling experiences, AND, to meet this trend, more countries and locations are adding a variety of glamping opportunities to their portfolios,” said Lisa Silvestri, CTC, ECC, owner of Silvestri Travel LLC, an Affluent Traveler Collection affiliate, adding that experienced travelers are looking for exotic ways to make memories while visiting the
iconic locations they may have been to before.
What Is Glamping?
You might be wondering what defines this type of travel, and to put it simply, glamping is just camping’s bougie cousin.
When you think of camping, you might think of sleeping in a sleeping bag inside a tent and cooking meals over an open fire. There’s usually an outhouse involved, and you may or may not have access to running water. Activities during a camping trip are usually focused on the outdoors — think hiking, kayaking, fishing, etc.
Well, these outdoor activities also hold true for a glamping experience, but instead of retreating to a sleeping bag and outhouse, travelers revel in more upscale amenities like a bed with plush sheets, gourmet dining and maybe even a hot tub or sauna. Accommodation options can vary from tents to cabins and everything in between.
“Glamping is truly a remarkable way
to experience new locations and have new experiences,” Silvestri said. “Dark sky, northern lights, sundowner animal experiences, even an underwater glamping experience! Some of the options for glamping include: repurposed shipping containers, clear bubble huts, teepees, boats, airstreams, huts, cabins, tents, tree houses and so much more. One of the most rewarding and incredible glamping experiences I have had was in Pushkar, India at Orchid Tents & Tranquility Glamping. An all-inclusive four-night stay, with tours and experiences galore.”
Who Is It For?
According to Sally Black, business development manager at True Ranch Collection, this type of experience is ideal for clients looking for something new and exciting. “This will be perfect for the client who has ‘been there, done that.’ Someone who is looking for a unique experience
Guests enjoy a hike during a stay at Blackwater Creek Lodge & Guest Ranch in Wyoming.
A fire burns outside of an Airstream trailer at AutoCamp Cape Cod.
The Stargazer is one type of accommodation at Under Canvas Grand Canyon.
without the hassle of overseas travel,” she said.
The guests staying at one of True Ranch Collection’s dude ranches are often seeking an escape from their busy schedules. “Our ranches allow them to step back in time,” Black said. “Seeing the world from the back of a horse is a completely different perspective. Our ranches offer guests the opportunity to disconnect and get even closer to nature, breathtaking scenery and the people they love.”
With such a vast range of accommodation options as well as destinations that offer this kind of travel, glamping can certainly be for any type of traveler. Glamping is available in beautiful locations all over the world, and it’s not a one-size-fits-all travel type.
“It can really be anyone who is looking for unique experiences, whether it is the mode of accommodation, the remoteness of the location or a specific one in a lifetime experience,” Silvestri said. “Glamping is for anyone who has an adventurous leaning, anyone who is looking to experience a closeness to nature unparalleled with ‘regular’ travel.”
Can Advisors Make Money?
As an advisor, of course, you want to put your clients first and create travel experiences for them to last a lifetime — but in the same breath, you need to make a living. Booking luxury camping trips for your clients might not have ever crossed your mind, but the trend is here and now, so it’s best to figure out how you can monetize it if your clients come asking you for ideas.
The first step is taking a deeper look at the suppliers you are already comfortable working with. As mentioned earlier, many well-known hotel chains are adding this product to their portfolios, which means advisors can earn commission when booking it. In addition to hotel brands, Silvestri mentioned several tour operators that offer glamping experiences for advisors to book, including Goway, Ker & Downey and Abercrombie & Kent.
BAILEY MADE COURTESY OF UNDER CANVAS
When visiting Rancho de la Osa in Arizona, travelers have access to horseback riding.
Another often overlooked way to make money when booking a glamping vacation is by charging a fee. Even if a brand pays commission on a product, adding a booking fee can be a great supplement to the income. Your expertise enhances the travel experience for guests in so many ways, and most people are happy to pay for this added value.
“Travel agents can add so much color and detail to any journey,” Black said. “They can suggest itineraries and experiences that their clients may have never considered or knew existed. We consider our agents to be our ‘True Partners’ and love nothing more than to make them look like heroes in the eyes of their clients.”
Sustainable practices, off-the-beaten-path destinations, avoiding overcrowding — these are all things travelers are keeping top of mind right now, and offering a glamping vacation can help satisfy all these needs. Whether it’s on your clients’ minds or not, a glamping trip might be just the experience they’re looking for this year.
The cozy Clubhouse at AutoCamp Sequoia invites guests to relax.
LEFT: SCOTT BAXTER COURTESY OF TRUE RANCH COLLECTION; ABOVE: MATT KISIDAY COURTESY OF AUTOCAMP
Shop Til You Drop
As travelers seek deeper connections to the places they visit, specialty shopping experiences are on the rise.
WORDS / NICOLE EDENEDO
5 DESTINATIONSFORSHOP
P I N G SREVOL
When it comes to shopping abroad, travelers are entering a new souven-era.
More personal value is being placed on specialty goods and unique finds, marking a shift away from the more impersonal, technology-driven purchases that often mark mainstream shopping habits today. In fact, experts say shopping remains a deeply personal experience — one that can deepen the significance of a traveler’s trip beyond sightseeing and create lasting memories.
“In a world driven by consumerism and mass production, it’s easy to buy the latest gadget or item with a tap of a screen,” said Lili LeBaron, Asia travel specialist at luxury travel company Scott Dunn. “But discovering a piece while traveling offers something far more meaningful: an item you won’t find online, infused with the spirit of a place and the memories of your journey.”
As travelers seek more immersive and memorable experiences, it’s no wonder that demand has also grown for unique shopping opportunities.
A 2025 Global Travel Trends report from American Express found that 82% of Millennial and Gen Z travelers look for one-of-a-kind goods that will remind them of their trip, so they have stories to share with their friends and family upon their return home. And according to a 2025 Expedia global travel survey, 39% of travelers reported that they usually visit a grocery store while traveling, and 44% shop to buy local goods they can’t get at home.
“It creates a narrative, sparking conversations and cherished recollections each time you wear or share it,” LeBaron added. “It’s about more than acquiring a new coat or the latest serum; it’s about forging a connection to a trip that, for many, was a long-held dream.”
Whether you’re planning a client’s shopping trip to Istanbul’s Grand Bazaar or arranging a private shopping experience in Paris, knowing where to send your clients is key. Here are five of the best shopping destinations around the world — and the specialty items travelers will find there.
Morocco
Best known for rugs, carpets, home furnishings, fossils and traditional Moroccan clothing
With souks made to stimulate the senses and seemingly endless mazes of colorfully crafted clothing and home goods found in centuriesold medinas, shopping in Morocco feels made to soothe the soul.
Considered one of the world’s most sought-after shopping destinations, traveling shoppers flock to Morocco in search of the country’s culturally distinct finds. From rugs and carpets to other home furnishings like lanterns, tables and doors — the Kingdom of the East is known for them all.
“The number one thing visitors love to shop for are carpets of both Arab and Berber origins,” said Hicham El Alioui, a native Moroccan and tour guide with luxury tour operator Abercrombie & Kent. He added that his guests are usually interested in finding ethnic Berber jewelry as well.
El Alioui said travelers are usually on the lookout for traditional Moroccan clothing, whether it’s made from a range of quality, high-end textiles or more affordable blended fabrics, as well as other types of authentic goods only available in the regions where they’re naturally found.
“Every city we go to has its own shopping peculiarities; for instance, Fez is known for tiles and leather, while the south of Morocco, especially Erfoud, which is the gateway to the sand-duned Sahara Desert, is famous for fossils,” El Alioui said.
A rug store filled with colorful goods in Rabat
Japan
Best known for vintage clothing and designer brands, ceramics, kitchenware, textiles and art
Japan is a multifaceted shopping destination known to satisfy a wide assortment of travelers’ palettes, styles and curiosities, from its iconic snack scene to its vibrant anime culture to its high-end electronics.
But one of Japan’s strongest suits is its fashion industry, specifically vintage clothing — everything from high-quality denim to second-hand designer goods.
“Japan has become a global hotspot for denim aficionados, known for its meticulous craftsmanship and high-quality selvedge jeans,” said Chloe Johnston, owner of Chloe Johnston Experiences in Chester County, Pennsylvania, who organizes shopping-focused trips for clients around the world.
Beyond vintage finds, Japan is also known for art and handmade crafts in a variety of forms, including ceramics and lacquerware, basketry and textiles and Nihonga paintings, said Elaine Baran, president of Japan specialist tour operator Esprit Travel. She added that while these items are available for sale in galleries in cities like New York and London, “people travel to Japan for greater range and access.”
Kanazawa, a coastal city in central Japan on the Inland Sea, is known for its well-preserved Edo period, art museums and regional handicrafts, such as ceramics. Here a ceramics artist provides a demonstration of the process at his workshop in the city.
Vietnam
Best known for custom-tailored clothing
Fashion and textiles make Vietnam a strong contender as a shopping destination, but travel planners say the country’s best shopping draw is custom-tailored clothing.
LeBaron said the tailoring opportunities in Hoi An, located along Vietnam’s central coast, make this city an especially unique destination for getting a custom fit for any garment.
“The entire experience is immersive — where you not only shop but become part of the creative process,” LeBaron said. “With a fitting or two, you’ll leave Hoi An with one-ofa-kind items that reflect both the craftsmanship and rich culture of Vietnam. It’s a shopping experience that’s as much about the journey as it is about the final product.”
Travelers have even reported timely turnarounds, sometimes within 24 to 48 hours, and that, coupled with Hoi An’s affordable prices, has also added to the city’s shopping destination appeal.
“Whether you’re looking for a bespoke suit, a tailored dress or traditional Vietnamese attire, Hoi An is the place to find it,” LeBaron said.
Vietnam shines for its expert tailoring and fine fashions.
Paris
Best known for wedding dresses and bridal shopping
It might be hard to look beyond Paris’ reputation as a hub for all things high fashion and haute couture, but there’s more to the City of Light’s sartorial profile: It’s also highly regarded as a top destination for bridal shopping.
“Paris remains the ultimate destination for wedding dress shopping, where haute couture and timeless elegance define the experience,” said Johnston, who has planned a number of bridal shopping trips for clients in the past.
Luxury ateliers and designers already located in the fashion-forward city make the process to create custom bridal gowns even more convenient, especially when paired with choosing the city’s romantic backdrop as a wedding venue.
SHOPPING MALLS AROUND THE WORLD
For shopaholics looking for even more opportunities, here are some of the best-known shopping malls around the world.
DUBAI MALL
Dubai, United Arab Emirates
Boasting more than 1,200 luxury stores, the Dubai Mall is the largest in the United Arab Emirates and is located in the heart of downtown Dubai. The megamall also has an aquarium, an underwater zoo, an ice rink and a gold souk.
HARRODS
London, England
Harrods dates back to the 1800s and has long been a symbol of luxury and opulence in London, if not around the world. Located in Knightsbridge, this is a mustvisit destination for any shopping pilgrimage.
MALL OF AMERICA
Bloomington, Minnesota
A shopping mall tour around the world would not be complete without a visit to the largest mall in the U.S.: the aptly named Mall of America. Located in Bloomington, Minnesota, in the Minneapolis-St. Paul area, the Mall of America is an iconic American institution and a hub for more than just shopping. It’s a lifestyle and entertainment experience, featuring an indoor theme park, an aquarium, a mini golf course and other family-friendly attractions.
AMERICAN DREAM
East Rutherford, New Jersey
Similar to the Mall of America, the American Dream mall located just across the Hudson River from the New York City area is many things in one: a massive entertainment and retail complex boasting 450 shops, more than 100 eateries that include 21 full-service restaurants, several indoor theme parks (including a water park) and an indoor ski slope.
Stunning bridal gowns adorn shop windows in Paris, France.
Portugal
Best known for tiles, ceramics and cork goods
Portugal is one of the foremost places to shop for timelessly elegant ceramics, tiles and craft cork pieces.
Best known for its hand-painted Azulejos ceramic tiles, this style of Portuguese and Spanish tilework can be found on the exteriors and interiors of churches, train stations and homes, along with restaurants and bars around cities like Lisbon and Porto.
The elaborate, Moorish and Arab-influenced ornamental designs and geometric shapes date back to the 13th century and are considered a hallmark of Portugal’s cultural identity. Travelers often seek to not only buy and collect tiles to take home with them, but also to find some of the best public places around Portugal to admire the history of this handiwork.
“Some destinations have truly mastered the art of craftsmanship, making them must-visits for travelers with a passion for shopping,” Johnston said, adding that “Portugal’s beautifully patterned tiles continue to captivate travelers seeking stunning home accents.”
In addition to ceramic tiles, Portugal is also known for craft cork products, as the country is the world’s leading producer and exporter of cork due to its vast network of cork oak forests. Travelers shop for everything from handbags, shoes, jewelry and accessories to everyday art.
Portugal is known for its colorful ceramics and flashy tiles.
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Beyond the Bucket List
Hidden Gems in AMERICA’S Most Popular Cities
SKIP THE TOURIST HOTSPOTS AND ENJOY THESE UNDER-THE-RADAR EXPERIENCES WHEN VISITING LOS ANGELES, DALLAS AND NEW YORK CITY.
WORDS / ROSSILYNNE SKENA CULGAN
Everybody knows the major attractions in America’s biggest cities: Snapping a photo of the Hollywood sign in Los Angeles, cheering on a Cowboys game in Dallas and exploring the Empire State Building in New York City. There’s nothing wrong with visiting those tourist hotspots, of course, but sometimes you — and your clients — want to feel like a local.
With help from knowledgeable travel advisors and exploration experts, we got the scoop on hidden-gem eateries, quirky things to do and unique places to stay in some of the busiest, most-visited cities in the United States. Luckily, the pros aren’t gatekeeping these under-the-radar spots in Los Angeles, Dallas and New York City, making for epic, off-the-beaten-path adventures.
The Traveling Man Sculpture located in Dallas’ Deep Ellum neighborhood
DALLAS
This southern city is known for its beloved sports teams (the Cowboys, Mavericks and Stars, to name a few), as well as its cultural attractions (especially the Dallas Museum of Art and the Dallas Arboretum). As a lifelong Texan, Casey Carr, vice president of Sharon Carr Travel, knows how to find a unique spin on the city’s main draws.
Stay: Hotel ZaZa offers two boutique hotels in Dallas — one in the Memorial City and the other in the Museum District. No matter which you choose, Carr said you can expect the unexpected. “Each room has an individual theme, and they’re all decorated differently,” he explained.
Do: Sports are big business here, but Carr recommended checking out a less famous team, like soccer club FC Dallas, or even going to a high school football game like in “Friday Night Lights.” For music lovers, the Bomb Factory is, well, the bomb. Formerly an actual WWII bomb factory, this music venue is one of Carr’s favorites for live music of all genres. Find it in the Deep Ellum neighborhood, an old warehouse district in the midst of revitalization that’s full of small music venues worth perusing.
Eat: Eating barbecue while visiting Texas is a must, and just about everybody has strong opinions about what’s the best. Skip the long lines at some of the more well-known spots and instead try Carr’s top pick: LocalCraft BBQ. True to its name, this local spot focuses on quality and consistency. The best spots, he said, are run by pitmaster pros who are deeply passionate about their work. If you’re craving tacos, try Mexican Sugar, an upscale Mexican restaurant with an impressive agave library featuring 150 premium tequilas, mezcals and agave-based spirits.
Clockwise: The Margaret Hunt Hill Bridge makes for a dramatic backdrop to the city’s skyline.; Mexican Sugar is known for its mouthwatering drinks and meals.; FC Dallas players huddle up mid-match.
LOS ANGELES
Travelers heading to the West Coast are often looking to check off some bucket list items: seeing the Hollywood sign, visiting Universal Studios and gaping at celebrities’ homes. But these two Angeleno experts have some different ideas to share.
Stay: Hotel Figueroa combines cool history with a fresh renovation. Originally a hotel for women, it became an activity hub during the women’s suffrage movement, and today’s designs honor that heritage, explained longtime Angeleno Danny Jensen. He’s the author of “Secret Los Angeles: A Guide to the Weird, Wonderful and Obscure” and “Los Angeles Scavenger: The Ultimate Search for Los Angeles’s Hidden Treasures,” so he knows how to discover hidden gems around town.
Luxury travel designer Nick Hofstadter, owner of Upgraded, a bespoke travel business, also recommended Hotel Bel-Air, nestled in the canyon hills away from the hustle and bustle of the city.
Everybody goes to see the Hollywood sign, but not everybody knows you can make the trek on horseback.
Do: Hiking is a popular activity in Los Angeles. As a native Angeleno, Hofstadter said the most popular hiking spot is Runyon Canyon Park, which he describes as “a runway” where people go to see and be seen (oh, and get some exercise, too).
Instead of Runyon, visit Franklin Canyon Park in Beverly Hills. It’s a bit hidden, but it promises exceptional views. Speaking of the outdoors, if seeing the Hollywood sign is truly a must, do it in a unique way: on
Hotel Figueroa
horseback. Jensen recommended Sunset Ranch Hollywood, which organizes horseback tours to the Hollywood sign. For another outdoor adventure, Jensen said he enjoys the swan boats at Echo Park Lake. When you’re looking for an indoor activity, the experts have a few museum recommendations: Check out the Yayoi Kusama Infinity Mirror Rooms at contemporary art museum The Broad; the Academy Museum of Motion Pictures, which is dedicated to moviemaking; and the Museum of Jurassic Technology, which is packed with all kinds of scientific and historic artifacts.
Eat: Whether you’re looking to slurp noodles on trendy “Ramen Row” or hit up a spot with an old-school vibe, there are a ton of off-the-beaten-path options.
• MALIBU BEACH INN: Grab lunch or schedule a sunset dinner at this luxurious seaside oasis with seasonal land and sea menus, Hofstadter suggested.
• CARA HOTEL RESTAURANT: Another of Hofstadter’s favorites, this spot offers courtyard dining around a pool.
• DAN TANA’S: Though there are not many options for red-sauce Italian spots in LA, this one is the best, Hofstadter insisted, especially the broiled whitefish and the Caesar salad, which he calls the “best Caesar salad in the world.” Plus, you might even spot a celeb while you’re there.
• SAWTELLE JAPANTOWN: Don’t miss the Sawtelle Japantown neighborhood with its popular strip of ramen restaurants, colloquially called “Ramen Row.”
• GRAND CENTRAL MARKET: For his taste buds, Jensen is going to Grand Central Market, an old-school food hall with lots of options.
• THE BAKED POTATO: True to its name, this jazz club has just one thing on the menu: baked potatoes in their many delicious forms.
Above: Get out on the water at Echo Lake for a Swan Boat cruise. ; right: This century-old landmark brings together a diverse array of cuisine under one roof.
left: This spot isn’t your typical museum.; below: It’s easy to order here: The only thing on the menu is the baked potato in a variety of delectable forms.
NEW YORK CITY
The Big Apple is no doubt at the top of many travelers’ lists, but for those who want to live like an authentic New Yorker, these travel pros have some ideas.
Stay: If you want to skip a major chain hotel but still stay in the heart of Times Square, Carr recommended Hotel Edison — especially if you can splurge on a suite. This Art Deco hotel in the theater district offers incredible views of the city, and some terraces even boast views of the Hudson River. For his NYC visits, Hofstadter goes to the Greenwich, a luxury hotel in Tribeca. It’s known for its lush courtyard and chic design, and some suites even have cozy fireplaces.
above: Light streams into the Garden Court inside The Frick Collection. left: Dressing in vintage outfits isn’t a requirement for visiting this museum, but it sure makes it extra fun for photos.
Do: The Metropolitan Museum of Art is incredible, but it draws long lines, especially on the weekends. For another stunning, lesser-known art experience, walk a few blocks to the newly renovated Frick Collection, home to art from the Renaissance through the late 19th century, Hofstadter suggested. He has another, even more obscure museum recommendation, too: The New York Transit Museum. This Brooklyn Museum, tucked inside a decommissioned subway station, is all about the history of transit — and you can even walk through vintage train cars!
As for outdoor activities, both Hofstadter and Carr recommended renting a bike and seeing the city on two wheels. Carr has happy memories of renting a motorized bike, cruising across the Brooklyn Bridge and pedaling around Brooklyn. When you need a break from pedaling, he said, find a bench and people watch.
Eat: New York City is home to tens of thousands of restaurants, so there’s always something new to try, even for native New Yorkers.
• LITTLE RUBY’S CAFE: Start the day with brunch at this Aussie cafe featuring items like ricotta hotcakes, vegemite toast and a green eggs bowl. There are several spots around the city, much to Hofstadter’s delight.
• TAVERNA KYCLADES: This Greek seafood restaurant in Queens is a musttry for dinner.
• L’ANTICA PIZZERIA DA MICHELE: This is Hofstadter’s go-to pizza spot in Manhattan.
• MANHATTA: Make time to grab a drink at this Lower Manhattan restaurant where, according to Hofstadter, the views are just as extraordinary as the cuisine.
• STREET FOOD: Don’t overlook this hidden gem! Though some tourists might be put off by food carts, Carr recommended grabbing a hot dog or some halal for a quick lunch on the go.
Above: A look inside the resplendent Boucher Room in the museum’s new secondfloor gallery. Right: Subway cars definitely don’t look like this anymore.
The stately Fifth Avenue facade of the newly reopened Frick Collection.
NAVIGATING THE WORLD WITHOUT SIGHT A Practical Guide to Serving Blind Travelers
BLIND TRAVEL EXPERTS SHARE GUIDANCE TO MAKE YOUR SERVICES, ITINERARIES AND COMMUNICATION MORE ACCESSIBLE.
WORDS / ROSSILYNNE SKENA CULGAN
On her popular social media accounts, under the moniker Blind Girl Adventures, Sassy Wyatt shares snippets of her life in England and her travels. In a video titled, “How does a blind girl dance on a cruise ship?,” Wyatt busts a move while pumping her white cane in the air. In another post, she talks about navigating the airport with her nowretired guide dog, Ida. In photos, she poses on the beach, in front of the Eiffel Tower and on a charming street in Edinburgh.
As someone who has been blind for more than a decade, Wyatt has not only learned how to navigate the world without sight, but she has also dedicated her work to helping others — from travel advisors to destination leaders to the general public — understand the importance of accessible travel. As Wyatt aptly puts it: “My mission is to empower everyone to feel confident around disability. Accessibility is for everyone.”
With a similar heart for adventure, St. Louis-based Sue Slater has also traveled across the globe without sight since 1982. As a seasoned traveler and a travel advisor at her company, Presto Magic Travel, she calls herself “a travel magician” because she makes travel magic happen for any client, including those who are visually impaired and blind.
From practical booking tips to trip-planning insights and management pointers, these two travel pros share their personal experiences and highlight best practices for travel advisors to better serve visually impaired clients.
MAKE SURE YOUR WEBSITE IS ACCESSIBLE
First impressions always matter when your
business encounters a potential new client. Today, that first impression is often made online. That means it’s important for your company’s website to follow accessibility guidelines, such as using alternative text to describe photos and ensuring content is navigable for keyboard users. If all of that sounds like a foreign language, web developers and engineers can help.
“That is priority No. 1 because disabled people require information — and blind people, especially, require information,” Wyatt said.
As for social media, Wyatt suggested adding alt-text to describe your photos. That way, blind social media users can still enjoy your content as their screen reader tells them all about your photos.
IT’S OK TO ASK IF SOMEONE NEEDS HELP
Let’s say your well-executed, accessible website draws in a blind client, and they want to visit your office. When they arrive, Wyatt recommends trying to stay at ease.
“It’s about seeing a disabled person as a person and not panicking. We might be wearing cochlear implants, we might be in a wheelchair, and we might even be using a walking cane,” she said. “It’s just about approaching the topic of, ‘How can I best serve you?’ Because at the end of the day, a travel advisor is there to support, to make the experience of travel the best it can be, and inclusion and accessibility is just a part of that.”
Perhaps you notice the client is using a white cane to find a chair in your waiting room. It’s OK to ask if they need help — just be sure to really listen to their answer and do what they request.
Sue Slater takes a moment for a photo with her travel companion at a pizzeria outside of Rome, Italy.
THINK DEEPLY ABOUT ACCESSIBILITY AT THE DESTINATION
Now, let’s say the client loves your accessible website, they’ve arrived at your office, taken a seat and are ready to talk about destinations. Start by asking about where they’d like to go and learning about their level of mobility. You’ll need to determine if the client is traveling alone, with a sighted companion or with a guide dog, Slater explained.
“Each person who is visually impaired or blind is different, just like every sighted person
day,
On a sunny
Sassy Wyatt poses for a photo with New York City’s Empire State Building in the background.
that you send on a vacation is different,” Slater said. “There’s no generalization.”
As the travel advisor, do your due diligence to determine if the suggested destination is accessible. Are there stairs into a lobby? Are Braille menus available? Can staff help guests order meals? If the information doesn’t exist online, Wyatt recommends calling the property to check the specifications.
The details can help make or break the trip for your client. Remember that your client will need guided assistance in the airport, which is especially important when there’s a language barrier, so be sure to arrange that in advance, Slater said. When booking the overnight accommodations, let the property know a visually impaired guest will be coming and will need an orientation to the room so they can learn important things like where to find the towels and how to change the thermostat.
If they’re going on a cruise, try to book the guest’s room near an elevator, and be sure to research which decks they should be familiar with, she added. If they’re going to a resort, see if you can find a venue that offers golf cart service to help people get around.
IDENTIFY THE CHALLENGES IN ADVANCE
Keep in mind that the rules are different once you leave the United States.
“There is no ADA in Europe or the Caribbean as there is in the United States,” Slater said, adding that clients can expect cobblestone streets, a lack of banisters and few curb cuts in those areas. “There may be additional challenges that they may not find in the United States.”
That goes for guide dogs, too. Guide dogs are incredible, brilliant animals, as Wyatt can
attest from eight years of working with Ida, her black lab-retriever mix. But there are different accessibility laws around the world that govern their use. The traveler may be familiar with rules in their home country, but those regulations can change across borders. Some countries require certificates, veterinarian paperwork, vaccination records and more. Both experts recommend working closely with your client to do this research to make sure there are no travel snafus.
IDENTIFY THE OPPORTUNITIES, TOO
As for opportunities to help your client make the most of their travel, Slater suggests researching museums in advance and looking for contact information for the venue’s education department. You can share that email address with your client and encourage them to reach out to ask for any special tours or opportunities.
If your client is interested in a cruise, check to see if the ship offers a service called Scootaround. The organization provides wheelchairs and scooters, as well as audio describers. An audio describer is a person who accompanies a blind traveler to describe scenes to them and even take photos for them. Working with an audio describer can make the experience of attending a juggling act, a magic show or a ballet performance even more meaningful.
“It enables people, including myself, to see all of the shows. They are your visual eyes during the cruise,” Slater said.
Slater also recommended the apps Be My Eyes and Be My AI. Be My Eyes allows a sighted person to look through a device’s camera and describe things, such as how to use the remote control, TV or microwave in your room. As for Be My AI, this app enables you to share a photo, then have the app describe the image. As Slater explained, it “enriches the travel experience.”
TREAT OTHERS AS YOU’D LIKE TO BE TREATED
Slater encourages fellow travel advisors “to realize that a person that is visually impaired or blind can enjoy travel the same way that a sighted person has.” She and Wyatt both know this firsthand.
Ultimately, Wyatt said, it all comes down to the golden rule when you’re working with a blind client.
“Think about if you lived with a disability, how would you want to be treated? Because if I’m walking up to a travel agent’s door, and I’m having a conversation with a travel advisor, and you see me with a guide dog or a long white cane, you may be a bit hesitant around how to speak to me and how to interact with me,” Wyatt said. “People get caught up in their own minds of, ‘Am I saying the right thing? Am I not saying the right thing?’ Then it becomes an internal battle and struggle of hesitancy. The way I see it is that you’ve just got to treat us how you would like to be treated in that situation.”
While celebrating her birthday, Sue Slater poses for a photograph with her daughter.
All dressed up for the evening, Sassy Wyatt hangs out on a Princess cruise ship.
Sassy Wyatt and her guide dog Ida pause in front of the iconic Tower Bridge for a photo in Wyatt’s home country.
THE TRAVEL ADVISOR’S GUIDE TO CREATING
Video Content
INDUSTRY PROFESSIONALS EXPLAIN WHY VIDEO CONTENT MATTERS, HOW TO DO IT AND WHAT MISTAKES TO AVOID.
WORDS / SAMANTHA ANDERSON
Living in the digital age, social media is arguably at the crux of our existence — it’s how consumers are finding honest reviews about products, searching for new lifestyle inspiration, collecting tasty food and drink recipes and discovering every other niche topic in between.
However, as the desire for instant gratification goes up and our attention spans go down, video content is proving to be an especially beneficial marketing tool for brands big and small. The engaging and bite-sized format makes information far easier to consume and retain, and travel advisors have the unique opportunity to tap into this market. Here’s how industry professionals can capitalize on video creation in addition to insider tips and tricks from fellow peers.
TRAVEL AND SHORT-FORM
VIDEO GO HAND IN HAND
Social media, once a form of communication for users to stay connected with one another, has quickly blossomed into an online search engine for travelers. As Hannah Bennett, head of travel at TikTok, noted in a recent USTOA webinar, these digital consumers are actively sifting through content to help them generate itineraries, find underrated destinations or get activity and food recommendations for their trips.
As industry experts, advisors who can produce entertaining content to meet these travelers’ needs are reaping the benefits of a larger following and increased bookings. Fran Trahan (@frangirltravel), advisor at The Travel Collective, has nearly 48,000 followers on Instagram and attributes her success to social media and video creation.
“Video content has been my ‘secret sauce’ for growing my social media and client base! It brings destinations to life in a way that static photos just can’t — think epic views, real-time adventures, and those ‘you had to be there’
moments,” said Trahan. “When people see me actually experiencing a destination, they trust my recommendations … and that’s what turns casual viewers into loyal followers and happy clients.”
Echoing the importance of video creation for her business, Alanna Guzmán (@ alytravelsofficial), owner and advisor at Aly Travels, explained how visual content encourages meaningful client relationships.
“Video content has absolutely helped me grow — people get to see me, hear my voice, and get a sense of my personality and expertise,” said Guzmán. “It builds trust faster than anything else. A lot of my clients tell me they felt like they already knew me before we ever talked.”
The beauty of content creation is it looks different for each advisor based on their individual business goals, though this also means travel professionals need to have an idea of what those are. Is it brand awareness? Is it positioning yourself as a thought leader and educating your audience? Or are you creating purely for enjoyment and entertainment?
Additionally, advisors need to do some further research into who they’re trying to target, and which platforms are best suited for those demographics. For instance, a 2024 Adobe survey found that Gen Z favored TikTok over other platforms for short-form videos, while 55% of Baby Boomers preferred YouTube. Social media isn’t clear-cut, so if advisors have a presence on one platform over another, it might be best to stick with the audience that’s already established. These are just some of the factors to consider when deciding what’s best for your business.
CONTENT IDEAS TO CONSIDER
Once advisors have narrowed down their preferred platform(s) and target audience, here are some video ideas to get started with.
Problem-solution: This is a great way to pose a rhetorical question with a solution only you can solve. Start the video by asking, “Want to visit [destination] but don’t know how?”
The Journey: We all know and love this one; it’s the classic, “Come along and spend a day with me at [destination/resort/etc.].”
Tips and Tricks: Who doesn’t love a good travel hack? Try something like, “Here’s how solo travelers can save money when visiting [destination/resort].”
Listicle: Show off your expertise of a location with a listicle-style video — “Here are my top 5 things to [eat/do/visit] in [destination].”
Sneak Peek/Promise: There’s some flexibility with this one as advisors could start the video by showing a clip of something that happened (good, bad, exciting or a hiccup), and then rewind back to the beginning to show viewers how you got to that point. Another option is to open the video by stating, “I guarantee you’re going to want to [visit here/do this activity] after watching.”
Remember, regardless of the type of content advisors choose to post, authenticity is key. Online users want to see all sides of your vacation or trip because they’re using it as a resource. Being honest with followers about your experience is a great way to establish credibility both as a creator and travel professional. In the wise words of Guzmán: “People connect more with real than polished.”
TAPPING INTO YOUR NICHE
Many advisors have a travel specialty or niche that distinguishes them in the industry, and it’s also a fantastic component to leverage online
as well. Guzmán, for instance, is a bilingual creator, producing content that speaks to both of her audiences.
“If I’m talking about something more detailed, like Disney planning or resort tips, I’ll often do it in Spanish because a lot of my client base prefers it. Lighter content or relatable mom content might be in English or even Spanglish,” she said. “The challenge is keeping it balanced — but the opportunity is huge. Speaking both languages allows me to reach and build trust with families who often feel overlooked in the travel space.”
Travel pros who follow in similar footsteps will find that capitalizing on their unique skill set is lucrative. By showcasing their authenticity and separating themselves from the crowd, advisors are much more likely to attract a loyal audience with interests that align with their own — this is one way to turn followers into clients while also fostering a tight-knit community.
TIPS AND TRICKS FOR VIDEO CREATION
The reality for many advisors is that content creation is not their primary responsibility — working with clients and booking dream vacations is! One way to maximize your social media and content curation efforts is to implement the reverse pyramid method. With
this approach, advisors can film one video around 60 seconds and then trim it down to a 30-second and 15-second version. By tweaking each clip, they should be different enough to share across multiple platforms and at various times — one piece of content, three unique posts.
Playing around with editing features such as transitions, text overlays, captions and general movement are other great ways to diversify an advisor’s output. Sound in particular is an
underrated feature, as using a variety of audio — music, voiceovers, ASMR or natural background noises — can make the video both visually and auditorily appealing.
Admittedly, though, constantly brainstorming fresh content can leave advisors feeling creatively stumped, but luckily, inspiration is never out of reach. Jess Harding (@road_jess_travelled), advisor with Vic’s Vacations, shared that she looks to other creators for video ideas.
“I watch a lot of reels on Instagram from other creators, and not just from the travel industry,” Harding said. “Inspiration is everywhere, and bringing new ideas from other industries keeps your content fresh.”
Watching others’ videos is one way to get the juices flowing, but these travel pros also recommended asking for help from outside sources, too. Trahan recalled using ChatGPT to help her generate copy while Harding shared that she recently took a class with an influencer for more content ideas.
“Adding amateur filmmaker to the list of things we do as travel advisors seems like a lot, so give yourself grace,” said Harding.
ADVICE FROM THE PROS
Starting the process of creating video content can feel like a big task, especially for advisors who are still getting comfortable with marketing on social media. But as Trahan advised, “Just start! Videoing or social feels scary and overwhelming, but what is scarier is not trying and never knowing what may have been.”
Guzmán added to this, sharing that mistakes are normal and jumping into the deep end is the best way to approach video creation.
“Start messy. Don’t wait until you feel ready. Just show up, talk to your audience like you would a friend, and focus on helping them. Think of video as a conversation, not a performance,” she said. “And don’t worry if it doesn’t go viral — the right people will connect with the real you, and that’s more powerful than views.”
Jess Harding
INDUSTRY CHATTER ON A TOPIC THAT’S IMPORTANT TO YOU
“If you ever find yourself in Cancun, you have to check out the Cancun Taco Tour. It was one of the most fun (and delicious) experiences I’ve had while traveling. We hit up local spots I would’ve never found on my own — real deal taco joints where the flavors are out of this world. From juicy al pastor to perfectly seasoned beef and even crispy fish tacos, everything was fresh and full of flavor. The guide was super cool and made the whole experience feel like hanging out with friends. We
laughed, we ate, and we learned a lot about the culture. Trust me — come hungry, because you’re gonna leave full and happy!”
WAYNE V. MITCHELL JR., OWNER AND CEO OF ELITE TRAVEL ADVENTURES
“O
ne of my all-time favorite, ‘pinch-me’ experiences is snorkeling between the Pitons in Saint Lucia. Snorkeling and a Caribbean trip go together like popcorn and movies, but this is different. With the island’s
enormous volcanic plugs soaring into the sky above, the boat drops you off in seriously deep water. I was momentarily intimidated, but peeking below the turquoise surface, dozens of fish in all imaginable colors traced paths between a dazzling coral reef. I even remember seeing a purple fish with blue eyes just before I laid back and enjoyed the view above us. I highly recommend it!”
CASSIE
BENDEL, CO-OWNER OF WESTWIND TRAVEL SERVICE, LLC
“Selling travel is more than just picking the right resort air itinerary for our clients. It’s also understanding local culture and available activities in each destination to create the most memorable trips. This expertise builds trust and ensures clients’ satisfaction, leading to repeat business and referrals. One of my favorite excursions, no matter the destination, is a half-day catamaran cruise. We frequently add these trips to our small and large group itineraries and always have positive feedback. If you aren’t cross-selling activities/tours right now, take some time to learn the product offerings and start adding value to your clients’ trips. They will thank you, and you will earn more money on the booking.”
LINDSAY FOERSTER, PRESIDENT/CEO OF FOERSTER TRAVEL, INC.
“Most unique excursion/activity was a pasta making class in Rome. It was at Tucci’s Ristorante in the Piazza Navona. Excellent instruction, and we ate what we made. Fun for the whole family!”
SCOTT WALTERS, OWNER OF WALTERS WANDERINGS TRAVEL
“One of the most unforgettable excursions I’ve ever experienced is swimming with whale sharks off the coast of Mexico. These gentle giants, the largest fish in the ocean, glide gracefully through the crystal-clear waters, offering an awe-inspiring encounter. The adventure doesn’t stop there — after an exhilarating swim, we made our way to Isla Mujeres, where we relaxed and enjoyed the freshest ceviche. It’s the perfect mix of adrenaline and serenity, making it a must-do for any traveler seeking a truly unique and breathtaking experience. It is important to note
that only the local fishermen have the licenses needed. The boats are small, and the water is rough, so this is not a good recommendation for travelers who get seasick.”
JENENE MEALEY, PRESIDENT OF TRAVEL WITH AWESTRUCK
“Ivisited Greece in fall of 2023 on a Globus Tour. Our guide helped us arrange a private evening catamaran sail in Santorini. It was absolutely magical and my favorite evening of the trip. We sailed around the Caldera at sunset with beautiful music, wonderful food and drinks. It was the perfect way to end our time in Santorini!”
DEBRA WHITMORE, OWNER OF DESTINATIONS BY DEBRA, LLC
“Discover Italy: a feast for the senses. Immerse yourself in world-class art and architecture, explore a deep cultural and historical legacy, savor exquisite wines and experience
spiritual heritage steeped in the lives of saints. From vibrant cities to tranquil beaches, Italy is a treasure trove of inspiration for every traveler.”
LAURA HILBIG, CO-OWNER OF L & L TRAVEL CO.
“Imagine being surrounded by firelit torches while driving though jungle caves and across hanging bridges. All you hear is the roar of engines and peals of laughter as you splash through puddles and floor it up muddy grades in your amphibious vehicle. Xplor Fuego at Xcaret Park in Cancun is my can’t-be-missed excursion that I love to recommend. I’m much more likely to be found beachside with a book than seeking an adrenaline rush, but this unique ATV adventure is unlike any other in the Mexican Caribbean. It will truly make you feel like a kid again!”
CASSIE BENDEL, CO-OWNER OF WESTWIND TRAVEL SERVICE, LLC
NORWAY
A country that knows no bounds, Norway’s scenic surroundings and distinct identity are sure to sweep travelers off their feet.
WORDS / SAMANTHA ANDERSON
on the edge of Trolltunga, overlooking Lake Ringedalsvatnet.
Where urban metropolises meet green spaces, culture merges with art and outdoor adventure blends with natural serenity, Norway is a captivating dichotomy waiting to be explored. From kayaking through imposing fjords to gallivanting around Oslo’s streets, there’s never a dull moment in this Scandinavian country — here’s how travelers can experience its diverse facets.
INTRIGUING LANDSCAPES FOR THE OUTDOOR ADVENTURER
A scenic destination no matter the weather, visitors have access to an impressive number of picturesque hiking trails, which are especially breathtaking in the summer months. The iconic Pulpit Rock hike, a cliff in Strand, Rogaland County, is perfect for beginners, with easy trails and a breathtaking lookout over Lysefjord making for a spectacular reward. Experienced hikers can consider
Trolltunga in Odda or Besseggen Ridge in Jotunheimen National Park. The rough terrain is demanding, but the view of shimmering cerulean water below is well worth the effort.
While Norway is exemplary in the warmer months, it didn’t earn its reputation as a winter wonderland for nothing. Visitors interested in an icy excursion should head to Tromsø, the most populated city in northern Norway. Likely the one activity travelers
Travelers stand
come to experience in the winter is a certain glimmering light show, and luckily, Tromsø fits the bill. Because of the city’s central location inside the Aurora Borealis’ oval, the Northern Lights are nearly always visible, even when activity is considered low.
Travelers can also enjoy activities such as dog sledding, skiing, whale watching and, yes, even reindeer experiences with the local Sámi people in Tromsø. A quick trip to the nearby Arctic Circle is also a possibility for those willing to brave the cold.
One last distinct feature of Norway’s landscape completes the outdoor adventures: fjords! A long, narrow sea inlet enclosed by steep sides or cliffs, fjords are the country’s trademark. Sognefjord and Hardangerfjord are two of the most popular and are accessible year-round. Whether it’s a cruise, tour or kayaking experience, vacationers are sure to love exploring these unique landmarks.
A GLIMPSE INTO NORWAY’S CULTURE AND HISTORY
As with any distant destination, Norway has its own culture and history worth learning about, much of which can be accessed
in the bustling capital city of Oslo. For art aficionados, the MUNCH Museum and the Norwegian National Opera and Ballet showcase a variety of creative thought and local talent, while Vigeland Park, with its numerous sculpture installations, will catch the attention of any curious traveler.
Oslo may be the hub for all things culture, but back in Bergen, a quaint row of colorful wooden houses lines the water. Bryggen Wharf, also a UNESCO World
Heritage Site, represents the foundation of Norway’s economic success. Established in 1070 and the former capital city, Bergen thrived as an invaluable trading center with the houses storing staple goods such as stockfish. The Bergen Fire of 1916 forever changed the economic landscape of the city, though the rebuilt Bryggen Wharf houses stand today as a representation of the country’s former hardships and unwavering perseverance.
The Northern Lights glow over Tromsø.
Summertime visitors enjoy one of Vigeland Park’s more popular sculptures, Monolith.
VAX’S LATEST HAPPENINGS
The leisure travel marketplace continues to roll out exciting new offerings.
WORDS / CODIE LIERMANN
Offers and education and resources (oh my!) — VAX VacationAccess continues to show up for travel advisors in new ways. From “cheat sheet” guides to reference while selling to sample packing lists to share with clients, the marketplace is always dishing out new tools for advisors to utilize for all aspects of their businesses.
As the platform celebrates its 25th year of existence, this year is no different. Let’s take a look at VAX’s latest happenings (and a sneak peek of what’s to come!).
VAX CONNECTION
This past spring, VAX hosted its very first in-person event in Las Vegas, showcasing its commitment to bringing brands and advisors together. Prior to the Las Vegas Travel Agent Forum, about 120 travel advisors and 18 suppliers attended VAX Connection.
“It was only fitting to host our first live event during our 25th anniversary,” said Joe Shomperlen, vice president of business development at Trisept Solutions. “VAX is a community, and it’s important for us to continue connecting travel advisors and suppliers in new and exciting ways. Hosting educational events like VAX Connection is one way we can do this.”
The two-day event at Paris Las Vegas Hotel & Casino included educational sessions, brand presentations, networking opportunities and an informative trivia game. Attendees even got to hear directly from John Ische, the president of Trisept Solutions and visionary behind VAX VacationAccess, during an interview.
Another perk of attending? Being among the first to hear about two exciting new resources: an RSS feed and an online community.
VAX COMMUNITY
It’s common for travel advisors to learn from not only brands and educational resources, but also from one another. Knowing this, the team at VAX has always wanted to create a space for advisors to engage with each other. Enter: VAX Community.
“This is something big that we’ve been dreaming about for a while,” Shomperlen said. “We’ve talked about how big the VAX community has become; over 200,000 advisors are part of VAX. We know it’s vital for advisors to network and learn from one another, and we’re enabling that with something that we’re calling the VAX Community. We’re creating a forum, an opportunity for all the advisors registered in VAX to better engage directly with one another. We know that many of you go to Facebook and other groups, and you can of course continue to do that, but why not put this right here in VAX, where you are every single day?”
More to come on VAX Community soon.
RSS FEED
A lot of the content on The Compass on VAX is great to share with clients. It covers everything from destination inspiration to hotel insights. At this point, most advisors know they can utilize one click sharing buttons at the top right-hand corner of all articles, and if they’re logged into VAX, their agency information is passed along when sharing the article — keeping them at the top of their clients’ minds.
Those advisors who don’t want to miss a beat can now use an RSS reader to subscribe to The Compass and include the content in their RSS feed. If they see a topic that’s a good fit, they can then conveniently share it in an email or on their social media channels.
CODIE LIERMANN
Shomperlen shares updates at the VAX event in Las Vegas.
Attendees enjoy a networking event at VAX Connection.
OUR BELOVED FLIPPERED FRIEND ANSWERS YOUR VAX QUESTIONS.
YOU ASKED: I have a question about commissions; who do I ask at VAX?
MAXWELL SAYS: VAX is a lot of things: your go-to booking engine, a digital marketplace, home to The Compass on VAX and so much more. What VAX is not: the place that handles your commissions. VAX is the digital platform where you book, apply payments, get payment links for your clients, etc., but as for commissions, those are owned and processed through the brands you booked through. Your brand representative is who you should reach out to if assistance is needed.
YOU ASKED: Can my clients see my private VAX account information when they open the sales email or an article from The Compass on VAX?
MAXWELL SAYS: Your clients will be able to access ONLY the information you send to them; the sales email has links that can give them more information about the hotels, insurances, etc. that you send, but the clients cannot access your VAX account. Same with the articles from The Compass on VAX — the clients can see and share the article with your branding information on it, but that is all they will see. And how nice that is for marketing purposes!
YOU ASKED: I know some advisors hire someone to do their marketing, but VAX has marketing material already, right?
MAXWELL SAYS: YES, VAX has a dynamic marketing team already working on your behalf. No need to be a marketing expert when the VAX Marketing team is doing the work for you. The team creates professional looking, shareable content without watermarks or logos on it. It is super easy and
efficient for you to add your own branding to any of your favorites. If you are looking for Reels, shareable content from suppliers or funny memes, you can find all this and more under the Resources tab. Look for Travel Inspo Tool Kit in the dropdown to start marketing your business like a pro! When you select a Reel, it will take you directly to the Canva website or app; this allows you to easily add your logo, contact information or branding to the Reel.
Even if you don’t think of yourself as a silly or humorous person, we do still highly recommend checking out the meme section. These memes help catch your friends’, clients’ and family members’ attention when they are
scrolling through mindlessly. They may even be surprised you are the one posting it and that it has your branding on it too.
Maybe you have clients that are just in the beginning stages of thinking about a destination. If they see you post one of the destination-focused photos that are found in the Travel Inspo Tool Kit under Social Media Posts, and it’s the destination they are thinking about, WHAMOO, they will know that you planning that trip for them is fate!
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.
VAX DIY
VAX is more do-it-yourself than you think!
Did you know you can make changes to reservations, resend itineraries, refine searches to find specific availability and more on your own, right on VAX?
No need to call your supplier’s customer care center and wait on hold. Review our top do-it-yourself VAX tips and get step-by-step guidance for making these changes on your own.
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
MOUNTAINS + MOUNTAIN RANGES
Atlas Mountains
Mount Rainier
Mount McKinley
Mount Kinabalu
Kangchenjunga
Rocky Mountains
Pico Cristobal Colon
Caucasus Mountains
Mount Kilimanjaro
Table Mountain
Mount Etna
Jabal Mousa
Nanga Parbat
Aconcagua
Matterhorn
Lhotse
Alps
Andes
Mount Fuji
Dhaulagiri
Himalayas
Mont Blanc
Find and circle each of the words from the list below. Words may appear horizontally, vertically or diagonally, but forwards only.
“The mountains are calling and I must go.”
—John Muir
VAX VacationAccess has always had one ambition:
to make travel advisors’ lives easier and provide a platform for them to succeed. In no time, VAX became a household name in the travel advisor community, and as some may call it, their very best friend. Now boasting a community of 203,000+ leisure travel advisors, VAX has established its title as the award-winning leisure travel marketplace.
Travel Weekly Magellan Awards
Gold Award
Booking Interface
Education Program
Travel Agent Only Website
Marketing Website Overall
Marketing Campaign
Silver Award
Travel Agent Only Website
Marketing Campaign
Trip Planning
Booking Interface
Web Marketing/Advertising
Promotional Video
Educational Program
But you don’t have to take our word for it. We are proud to have won coveted industry awards for the many facets of VAX: our industry-leading booking engine technology, our marketing resources, our travel advisor education and even our presence in print. We’re always striving to give our travel advisor users the best and to keep our winning streak alive. Nexion Awards
Travvy Awards
Best Travel Technology Provider
Best Travel Agent Reservation System
Best Travel Planning Technology
Travel Weekly Readers Choice Award
Best Travel Technology Provider
Best Technology/Booking Tool
Association of National Advertisers (ANA) B2 Awards
Silver Award
Content Marketing: Magazine (Print or Digital) Category
Travel Inspo Tool Kit
Power your agency’s social media and content marketing with ready-made social media images, memes and articles The time to travel is now and the time to connect with travelers is now Turn to VAX’s Travel Inspo Tool Kit to get the content you need to make those connections
