TORONTO — At the end of 2023, and looking ahead to the start of 2024, Travel Leaders Network had the most forward business on its books, ever.

It was fitting for the end of one “banner year” and the start of another.

Every metric is up, said John Lovell, President, Travel Leaders Group, at yesterday’s press conference for the trade media. “Recruiting, retention, they’re all up. We’re in a really, really good position,” he said.

People are prioritizing travel like never before, he added, and that’s despite inflation and credit card debt. Not even the upcoming U.S. election – which normally brings a bit of a slowdown in the U.S. – is having an impact so far.

The cover of Travel Leaders Network’s 2024 Culinary Collection magazine

Meanwhile the value proposition for travel advisors just keeps improving. “This is the renaissance of the travel advisor. It’s a golden age,” says Lovell. Even Google searches for travel agents are at an all-time high.

It’s an important message for potential new recruits, as the retail travel industry continues to grapple with a major labour shortage: “Travel agents are thriving,” he said. “We just need more of them.”

Lovell said he’s hearing from some suppliers that the travel agent distribution channel is bringing in upwards of 70% of their business.

“The role of the travel advisor is stronger than ever. There’s no better time to be a travel agent,” said Lovell.

CANADIAN SUCCESSES & STATS

That’s just as true in Canada as it is in the U.S.

Drilling down to the stats, Travel Leaders Network in Canada added 42 new members in 2023. TLN members here brought in more than $28 million in sales from preferred suppliers. Total agency sales amounted to more than $167 million.

Christine James, VP, Canada, Travel Leaders Network, noted that land-product sales in this market are dominated by ITC packages, representing 95% of the revenue. ‘Fun & Sun’ was up 108% year over year. FIT and tours were up 91%. In the cruise segment, sales were up across the board, across contemporary, premium, luxury and river.

In November 2021 Canada’s largest host agency, The Travel Agent Next Door, made headlines when it joined TLN, after leaving Ensemble.

James and the rest of the team at yesterday’s media conference had nothing but praise for TTAND.

“Their volume speaks for itself,” said James. Both TTAND and TLN were recently honoured by Royal Caribbean International, just the latest in a string of top sales awards.

Roger Block, President, Travel Leaders Network, added: “They’re a class organization. They run a very good shop. They know what they’re selling.” And as Lovell noted, “we’re only as good as our membership allows us to be. It’s a good marriage between two organizations. And we think it will just make the Canadian membership stronger as a whole.”

TLN’s cross-Canada series of Mixers is on the calendar for 2024, plus PEAK Regional events.

Watch for those – and also watch for news about TLN’s site in this market, CanadianTravelAgents.ca.

The team is keeping a tight lid on their announcement about the Canadian URL, expected in the next month or so. But keep in mind that in May 2023, Travel Leaders Group, LLC won the right to use the Travel Leaders trademark in Canada. The win was a major victory for the company, and capped a six-year legal battle.

The site is TLN’s lead generator in this market, showcasing member profiles. Stephen McGillivray, Chief Marketing Officer, Travel Leaders Group, calls it an “online marketplace of retail travel advisors.” More than 13,000 leads were delivered to Canadian members via CanadianTravelAgents.ca last year, generating $2.3 million in sales, with the average sale coming in at $6,000.

TECH UPDATES

Another initiative from Travel Leaders Network is TobyAI. Launched in December 2023, and part of a partnership with Travel Research Online, TobyAI is billed as an AI engine designed specifically for supporting travel advisors. In a typical session with TobyAI, TLN advisors can craft itineraries, draft a new bio for Agent Profiler (in the U.S.) or CanadianTravelAgents.ca, write client correspondence and curate social media posts. Members can get a free TobyAI subscription for one year.

“We are big believers that AI can be helpful when creating marketing materials and can improve efficiencies for members so they can concentrate on selling and serving clients,” said McGillivray. He added that one silver lining of the pandemic was that it “sensitized consumers to reach out to travel agents for validation on their choices.”

Cory Voss, VP, Product & Solutions, Travel Leaders Group, had another tech update with news that Cruise Compete (which debuted after CruisePRO wound down) now has 100+ agencies enrolled in Canada. A B2C version is now in beta testing.

Voss outlined plans to also build a CRM (customer relationship management) agnostic API (application programming interface), to expand integration capabilities and allow more members to efficiently load clients into TLN’s Engagement program, opening up more marketing opportunities.

LUXURY DEMAND SOARS

Travel Leaders Network is maximizing its alliances within its membership, for everything from high-end travel to ‘A&A’ (Active & Adventure).

Block outlined travel advisor participation in the group’s alliances, from the Honeymoon & Destination Wedding Leaders Alliance (98 members; 48% rejection rate; $994K average individual HM & DW sales; $97 million total Alliance annual HM & DW sales) to the Luxury Leaders Alliance (328 members, $1.37 million average individual luxury sales; $450 million total Alliance annual luxury sales), and several more.

The luxury market is exploding with high demand, says the team. Bookings for high-end product, on the rise for years, have increased exponentially post-pandemic as travellers splurge on bucket list trips and celebrations abroad.

Travel Leaders Network is riding the luxury wave. “We’re very well known for serving the contemporary and premium markets but we’re very strong in luxury too and it’s a space we don’t get enough credit for,” said Lovell. The Luxury Leaders Alliance, with its $450 million in annual luxury sales, has a 36% rejection rate for members who apply to join. It’s a dedicated group with advisors who are highly motivated and knowledgeable in the luxury travel space.

Block notes that a Travel Leaders Network travel advisor booked one of the highest category accommodation options on Royal Caribbean’s 274-night world cruise. The booking was worth some US$800,000. The commission for the travel advisor? Six figures.