TORONTO — Every travel advisor remembers their first booking – and the moment they realized just how much there was to learn.
From navigating supplier portals and understanding different brands to finding the right fit for every client, the learning curve can feel steep for those new to the industry. Fortunately, advisors don’t have to figure it all out on their own. One of the most valuable – and often underutilized – resources available is the supplier business development manager (BDM).
More than just sales representatives, BDMs are educators, mentors and business partners whose job is to help travel advisors build confidence, grow sales and develop long-term success. Travelweek spoke with CJ Smith, Director of Sales, Canada for Unique Vacations (Canada) Inc., an affiliate of Unique Travel Corp., the worldwide representatives of Sandals & Beaches Resorts, along with Karla Laurenzana, BDM – Southern Ontario, Hyatt Inclusive Collection, and Freddie Marsh, Business Development Manager, Western Canada, Hyatt Inclusive Collection, about the questions every new advisor should be asking.
“HOW CAN I BECOME AN EXPERT ON YOUR PRODUCT?
Before advisors can confidently sell a supplier’s products, they first need to understand them.
For Smith, education should be every new advisor’s top priority.
“There are so many questions that a new travel advisor should ask their BDM in order to help increase sales, but one of the most important is, ‘When is your next training on Sandals and Beaches Resorts and how can I get certified on your product?’”
Smith recommends completing the online training available through the Sandals Travel Advisor Portal to become a Sandals Elite Advisor before progressing to the company’s Canadian-exclusive Masterclass training series.
“It takes a much deeper dive into industry trends and niche markets and how an advisor can use those to their advantage to help close a Sandals or Beaches sale,” he says.
Laurenzana agrees, noting that supplier education helps advisors better understand not only the product but which clients are best suited to each brand.
“Hyatt Inclusive Collection offers a great variety of educational opportunities. We’ll direct advisors to our training programs, webinars and tools to help them feel confident recommending our resorts to their clients.”
Marsh says training is one of the quickest ways for new advisors to build credibility with clients.
“The more knowledgeable an advisor becomes, the more confidence they will have when selling,” he says. “Hyatt Inclusive Collection offers webinars, learning platforms, certifications and FAM opportunities that can accelerate professional growth.”
“HOW CAN WE WORK TOGETHER TO GROW MY BUSINESS?”
The strongest advisor-supplier relationships are collaborative, with both parties working toward the same goal.
Smith believes every advisor should view their BDM as an extension of their business.
“It is crucial that advisors who are new to the travel industry reach out and develop a strong partnership with their local BDM,” he says. “Great partnerships are built through collaboration, where shared goals, mutual trust and consistent action turn opportunity into lasting success.”
Because every advisor has different goals, Smith says BDMs can help develop personalized business plans based on individual niches, whether that’s destination weddings, family travel, golf groups or other specialties.
Laurenzana echoes that sentiment.
“A BDM is much more than a sales rep – we are a partner in an advisor’s career and success,” she says. “Our role is to educate, support and provide resources to help advisors confidently sell our brands and grow their business.”
She encourages new advisors to openly discuss their goals with their BDM.
“The more we know about their goals, business and the type of clients they work with, the better we can support them,” she says. “I invite advisors to never be afraid to reach out and ask questions or share their successes and challenges. The best relationships are built on communication and collaboration, so let’s work together.”
Marsh agrees, noting that a BDM should be viewed as a local supplier partner.
“We provide product training, sales support, marketing ideas and industry insights to help advisors grow their business. For new advisors, connecting with a BDM can accelerate learning, build confidence and create new sales opportunities.”
“WHAT SHOULD I BE SELLING NOW?”
Market trends, promotions and consumer demand are constantly evolving, making BDMs valuable sources of real-time industry intelligence.
Marsh recommends asking which products and destinations deserve the most attention.
“A BDM has insight into current trends, promotions and emerging opportunities that can help advisors align their sales efforts with market demand,” he says.
Smith also stresses the importance of staying informed about supplier promotions.
“What are the current promotions in-market that I can share with my clients, and how do I stay in the know about them?” is another essential question, he says.
From Sandals’ weekly 7-7-7 offers to complimentary anniversary nights and other promotions, informed advisors are better positioned to close sales.
“We suggest that advisors sign up for their local BDM’s monthly newsletters or join the private Facebook groups for Unique Vacations Canada in both English and French,” Smith says.
“HOW CAN I PROMOTE MY BUSINESS?”
Product knowledge is only one piece of the puzzle. New advisors also need to build visibility and attract clients.
Smith encourages advisors to ask their BDM about available marketing tools.
“There are a number of proven tools that can help an advisor promote their services and gain awareness of their business,” he says.
For storefront agencies, window scrims can help attract attention from passing traffic. Home-based advisors, meanwhile, may benefit from programs like Sandals’ vehicle wrap initiative.
“There’s nothing more successful than having a Sandals-wrapped vehicle,” says Smith. “It’s literally a moving billboard promoting their business 365 days a year, 24/7.”
REAL-WORLD SUCCESS STORIES
All three BDMs shared examples of how ongoing guidance helped new advisors achieve impressive results.
While working in Alberta, Smith met a home-based advisor who decided to participate in Sandals’ Road Warrior vehicle wrap program after discussing the supplier’s marketing tools.
A few months later, while she was waiting to board a flight at the airport, her phone rang.
A prospective client had spotted her Sandals-branded vehicle parked in the airport lot, taken down her contact information and called looking for advice on booking a vacation.
“That phone call turned into the travel advisor’s first-ever Sandals booking – and it was a healthy one at that – a Sandals Butler Suite booking worth $30,000,” says Smith. “The travel advisor was beyond thrilled when she called to share the news.”
Laurenzana recalls meeting a new advisor at a trade show who had experience organizing culinary groups but wasn’t sure how all-inclusive resorts fit into her business.
Together, they explored Hyatt Inclusive Collection’s different brands, identified the best resort options for culinary-focused groups and introduced the advisor to Confidant Collective, Hyatt’s dedicated advisor platform offering training, webinars and booking support.
“I also invited her to several product presentations where she had the opportunity to meet Directors of Sales from different resorts and learn more about their properties,” Laurenzana says.
Within a year, the advisor had expanded into a new travel segment while increasing both group and individual bookings with Hyatt Inclusive Collection.
“Seeing an advisor go from not knowing our brands to trusting my recommendations and product knowledge, and growing into an active seller is one of the most rewarding parts of being a BDM,” she says.
Marsh shared a similar success story.
After learning about a new advisor’s business goals, he introduced her to Confidant Collective and its suite of educational resources.
“The advisor was eager to learn and took full advantage of the training available,” he says.
As her confidence grew, so did her sales.
“She successfully closed a multi-generational holiday booking – her largest sale to date. Seeing her hard work translate into real success was incredibly rewarding and is exactly why I love what I do.”
For advisors just starting out, that kind of support can make all the difference.
As Laurenzana puts it, the travel industry can feel overwhelming at first. But with the right BDM relationship, new advisors gain not only product knowledge and sales tools but also a trusted partner invested in helping them succeed.
This article originally ran in the Aug. 27 issue of Travelweek. To read the issue, click here.
Lead image caption (from l-r): CJ Smith, Karla Laurenzana and Freddie Marsh
