A record-breaking number of attendees at Signature Travel Network‘s annual conference heard today that the consortia’s travel advisors will send more than 1.5 million people on a holiday in 2023.Sharing details of Signature Travel Network’s success to an audience of 2,605 delegates, Alex Sharpe, President and CEO revealed that 36% more business is on the consortia’s books already for next year, compared to the corresponding period in 2022.“The future is bright,” Sharpe told travel advisors, partners and media (including LATTE) gathered at The Venetian Resort Las Vegas. “That’s a heck of a head start… you should be very proud of yourself.”
“More than 60% of our total 2023 business is already on the books for 2024.”The CEO reiterated the importance of supporting Preferred Partners, with around 89% of business for the network going through those preferred channels, a higher percentage of which is made in the cruise space compared to land.At this year’s Annual Conference, there’s an increased focus on three of Signature Travel Network’s core focus areas (known by the group as “Circles“), namely Exploration Travel, LGBTQ+ Travel and Positive Impact Travel. That focus will continue beyond the conference and at regional meetings throughout the next 12 months. The other Circles in the portfolio span Group, Culinary, Solo, Wellness and Family travel.
Headwinds
Sharpe did emphasise that the industry is “not easy”, pinpointing headwinds in 2023 including the wildfires in Lahaina, Maui (Hawaii) in August, the earthquake outside Marrakech (Morocco) in September, and the escalating war in Israel.
“This is the most exposed industry in the world, in my opinion,” he said, flagging another potential hurdle with the upcoming US Presidential election.“We always have to be prepared in this industry. We always have to be thinking ahead.”
Sharpe said travel advisors are going to need to be more thoughtful with bookings, more proactive with marketing, seek referrals, and utilise their available tools “to be efficient and effective”.
“This industry is incredibly resilient. Every time this stuff happens, you become more important. Every time this happens, your value goes up.”
“You really prove your value in those times so take it as an opportunity,” Sharpe declared.“We don’t want another hit, we just went through the toughest one ever, but it’s inevitable in this business. There’s going to be winding roads and we’re going to have to keep pushing through.”In times of struggle, Sharpe referred to Signature Travel Network’s Mission Statement (below).
Embark and Elevate
Sharpe also encouraged new-to-industry travel advisors in the network to embrace the relatively young Signature Embark training platform which has 250 members.“That’s so critical for us. If you’ve been in the industry less than two years and you’re looking for a little extra direction, there’s a great opportunity for you to participate in Embark,” he said, adding that the program is going to be industry-leading, if not already there.Meanwhile, Travel Elevates continues to grow in stature with the consortia. Travel Elevates is the chartiable arm of Signature Travel Network and Sharpe’s passion project. It is centred on impact travel that gives back to great projects around the globe. Those projects can be built into a client’s itinerary when they are travelling, enabling them to also support regional and local initiatives.Members from the network and partners were encouraged to support a fundraiser launched at the conference for Travel Elevates that has a goal to raise US$200,000.
Accolades
The 2023 Annual Conference saw Signature Travel Network recognise travel advisor across four fields. Each person not only scored the bragging rights, but won a seven-night cruise with Explora Journeys. The accolades and the winners were:
Travel Elevates, Spirit Agent Award: Nina Patel, Vacations that Matter, Plaza Travel, a FROSCH Company
