TORONTO — TL Network has seen a 47% year-over-year increase in qualified leads driven by its Agent Profiler-powered site, CanadianTravelAgents.ca.

The site, launched one year ago and coinciding with the consolidation of three brands – Vacation.com and Travel Leaders Franchise Group (Travel Leaders Associates and Results! Travel) – into Travel Leaders Network, includes online profiles for 488 TL Network agents in Canada with expertise in some 11,698 destinations and 5,251 travel interests.

“Joining together under the TL Network banner benefitted our members in a number of ways, providing them opportunities to grow their business, earn more and offer unique travel benefits to their customers,” said Roger E. Block, CTC, President of Travel Leaders Network.

Block spoke to the travel trade media in Toronto yesterday along with several members of the Travel Leaders Network team, including Christine James, VP Canada, TL Network.

When the three brands merged a year ago, some member agencies voiced concern that they would lose business. “We told the membership, trust us, you will get more leads,” said Travel Leaders Group Chief Marketing Officer, Stephen McGillivray.

Not only are qualified leads up 47% for TL Network agents, Block says the close rate is 1 in 4. “Everyone who reaches out by email or phone call, one in four of those results in a sale,” he said. “And the average value of the transaction is $5,000.”

Block adds: “A year ago we were here to talk about the formation of TL Network. It has been accepted by the membership incredibly well, because it was such a win-win.”

Overall 2017 was a success for the organization, “a very, very good year,” said John Lovell, CTC, President – Travel Leaders Network and Leisure Group.

“We turned the year in really good shape,” he said, with travel sales fuelled by high levels of consumer confidence, even more so in Canada than in the U.S. “In Canada your economy was a little bit more healthy than us in the U.S. In 2017 I was really encouraged by what happened in Canada especially with passenger count and yield. Christine and her team did a superior job and they continue to grow.”

Here in Canada the number of TL Network agencies was up with 51 new members. Overall Travel Leaders Network added 300 agencies, and the entire organization now has some 6,800 locations including 700 in Canada.

“Especially with all the consolidation that’s happening in the industry, when we can add 300 members, that’s incredible,” said Lovell.

“It’s really saying to us, the agencies, no matter what group they’re with, they’re looking. They’re seeing that what we’re doing is working in the marketplace. Our size gives us such strength.”

TL Network has ramped up its educational offerings and will launch three major new training programs for 2018: ‘Successful Selling Using the Leisure Sales Process’; a Group Travel specialist program; and a new Meetings & Events workshop series for TL Network Associates.

Also new for 2018 is an ‘Active & Adventure Travel Specialist’ certification curriculum, an exclusive program with the Adventure Travel Trade Association (ATTA). It includes discounted rates for TL Network agents at 2018 ATTA events. ATTA executives will also attend the Travel Leaders Network annual conference this June, to co-lead four programs on adventure travel research and trends.

“Over the last 15 years a lot of people have been saying ‘travel agents are dead’. But the travel agent of today has evolved. Travel agents used to be accused of being order takers. But that doesn’t work any more in today’s environment. More than 40,000 agents take part in our learning programs and that’s almost 100%. Agents today realize they need to stay educated,” said Block.

The organization has also boosted its marketing outreach, for programs line Distinctive Voyages and more. There were 359 hosted sailings on nine cruise lines with the group’s Distinctive Voyages program in 2017; all sailings are guaranteed and offer the services of a Distinctive Voyages host, private cocktail reception and a private and upgraded shore event. Other programs include Amenity Departure dates, with unique amenity offers on select cruises, from shipboard credit to pre-paid gratuities, and the Culinary Collection with cooking classes, demos and wine and spirit tastings.

The Distinctive Voyages passenger count grew by 20% in 2017 to over 17,000, said McGillivray. “It’s been so successful, we are doubling the amount of sailings.” A new Private Car & Driver program debuted in 2017.

This year offers a “record number of opportunities to spread the agents’ good name,” he adds, with 41 direct mailers and 110 consumer emails.

High-gloss A2C publications like Postcards and Destination Bliss (Weddings & Honeymoons), all branded to each agency, keep clients in the loop and motivated to book, adds McGillivray. “The agents are taking Destination Bliss in as their own book. We want this to be seen as the agent’s own guide, to give to their clients.”

Looking ahead, the annual Travel Leaders Network conference will take place at Caesars Palace in Las Vegas June 12 – 16, 2018 and will mark the debut of EDGE, the new moniker for the 2018 event and future annual conferences. EDGE stands for Educate, Discover, Gather and Evolve.

More than 2,100 travel agents and industry leaders took part in last year’s inaugural International Conference, at Loews Royal Pacific Resort at Universal Orlando.

“Make no mistake, we are in a growth industry,” said Lovell. “Look at the cruise lines. Seven out of 10 people getting on those ships are booked via the distribution channel. It’s remarkable.”

He added: “We want our agents to grow. If they don’t grow, we don’t grow. We don’t sit on what we’ve done in the past. It’s all about innovating, and keeping our members relevant. We don’t lose many. We gain.”