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THIS ISSUE

INSIDE

SALES EDUCATION FOR THE FRONTLINE CANADIAN TRAVEL PROFESSIONAL DECEMBER 2018

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THIS ISSUE

GENERATIONS & TRAVEL

PAGE 8

THE RISE OF SOLO TRAVEL

PAGE 12

HOW TO SELL MOROCCO

PAGE 13

NEED TO KNOW: EL PASO

PLUS! SPECIAL SECTION

INSPIRE: MEET THESE

TOP ADVISORS

2 DECEMBER 2018 CanadianTraveller.net

Treat yourself.You get more in Premium Rouge. More space and leg-room, premium meals and beverages, priority check-in and boarding, and Maple Leaf Lounge access before select flights.

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ContentsDECEMBER 2018 Volume 34, Issue 4

CANADIAN TRAVELLER Travel Agent Edition

CANADIANTRAVELLER.NET

EDITOR-IN-CHIEF Terrilyn Kunopaski

[email protected]

ART DIRECTOR Gordon Alexander

WESTERN REGIONAL DIRECTOR – NORTH AMERICA

James Mohr

NATIONAL ACCOUNT MANAGER Joanne Tichborne

GENERAL ADVERTISING INQUIRIES 1-888-924-7524

[email protected]

ACCOUNTS RECEIVABLE [email protected]

PRESIDENT Brad Liski

PUBLISHER Jennifer Prendergast

CONTRIBUTORSMegan Honan, Sarah Harris

DIRECTOR OF ONLINE Kevin Hinton

ONLINE EDITOR-IN-CHIEF Ryan McKenzie

ONLINE EDITOR Jennifer Hubbert

CUSTOMER SERVICE Sheila Ross

ACCOUNTS RECEIVABLE Lea Latham

DIRECTOR - CONSUMER MARKETING Craig Sweetman

SUBSCRIPTION HOTLINE 1-888-924-7524SUBSCRIBER ENQUIRIES

[email protected]

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Contents copyright 2018 by CT Magazine. All rights reserved.

Reproduction of any article, photograph or artwork without written permission is strictly forbidden.

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addresses to Circulation Dept., 802-1166 Alberni Street, Vancouver, BC, Canada V6E 3Z3.

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Canada V5K 5G6Tel: 1-888-924-7524 Fax: (604) 620-0245

This is a really special issue of CT magazine for two reasons: Firstly, it is the first-ever to feature content from our new brand, Key Notes on Travel. For those who are not familiar, KNOT is connecting you with

keynote speakers who are typically not accessible to all frontline advisors. Each series also allows advisors to interact with the speakers; to ask ques-tions about applications specific to your business. If you want to learn more, visit keynotesontravel.com. Secondly, this is “INSPIRE” issue, whereby we feature top travel advisors from across the country in an effort to enlighten you to strategies and tactics used by your peers, which might be useful in your own professional development. Dig in on pg. 17.

Terrilyn Kunopaski, [email protected]

9

12

REGULARS

4 EAR TO THE GROUND The who, what, when, where, why

6 INDUSTRY EVALUATION What happened to Gen X?

8 NEW! KEY NOTES ON TRAVEL Bridging the generational divide

9 CAREER DEVELOPMENT The rise of the solo travel trend

COLLABORATIVE FEATURES

12 G ADVENTURES How to sell Morocco

13 EL PASO What’s the hook?

SPECIAL SECTION!

17 INSPIRE

Profiling top travel advisors

8KEY NOTES on travel

Cover image courtesy G Adventures

3 CanadianTraveller.net DECEMBER 2018

CANADIAN ENSEMBLE AGENCIESEnsemble Travel Group honoured its top-producing members at the organization’s Circle of Excellence Gala, hosted during its annual conference in October. Ensemble’s top producers in Canada based on 2017 sales of Ensemble preferred partners are: Cruise Connections Canada Ltd. of Vancouver, BC; CruisePlus Management. Ltd of Lantzville, BC; Escapes.ca of Vancouver, BC; Ixtapa Travel of Saskatoon, SK; Jubilee Tours & Travel Ltd. of Burnaby, BC; TierOne Travel Inc. of Calgary, AB; Travel Masters of Vancouver, BC; TravelOnly of Brantford, ON; Tully Luxury Travel of Mississauga, ON; and Ucruising of Unionville, ON. In addition, the “Highest Growth Award” went to the following Canadian members for achieving the highest year-over-year growth (regionally) based on 2017 preferred partner sales compared to 2016: Go Travel of Carstairs, AB; Romantic Planet Vacations of Burlington, ON; and The Unity Travel Shoppe of Unity, SK.

UNTIL DECEMBER 31Uniworld Boutique River Cruise Collection and U by Uniworld are offering travellers savings on select 2019 voyages with their ‘Our Best Offer’ promotion, for new bookings made through Dec. 31, 2018. Guests will receive up to 30 per cent off more than 200 voyages, including select departures on Uniworld’s new and enhanced itineraries for 2019 such as the Magnificent Moselle and Rhine, 10 days from Frankfurt to Cologne offering a unique perspective on this German wine-making region; 10-day Authentic Danube & Prague from Prague to Vienna aboard the River Princess; 15-day Alluring Amsterdam and Vienna on the Rhine, Maine and Danube rivers; and enhanced India’s Golden Triangle & the Sacred Ganges, a 13-day land and river journey from New Delhi to Kolhata with a new wellness-themed itinerary. The offer also applies to U by Uniworld itineraries, including select departures on its new Northern France at a Glance itinerary with stops in Conflans-Sainte-Honorine, Rouen and more.

Visit www.uniworld.com or www.ubyuniworld.com, or call your sales manager for more information.

EAR TO THE GROUNDThe who, when, where & why of Canada’s travel industry

Ixtapa Travel of Saskatoon

WHO

WHEN


A FEW PLACES, ACTUALLYFrom destinations on the rebound to places where events, new infrastructure and political changes are making it more exciting or accessible to visit, G Adventures has mined its data and married it with customer insights and topical world events to forecast the 12 hottest spots to experience adventure travel in 2019. Without further ado, here are the top choices: Japan, Uzbekistan, Senegal, Taiwan, Northern Sri Lanka, Bolivia, Galápagos Islands, Jordan, Iceland, Ethiopia, Italy and Patagonia (Argentina). For more information on what G Adventures is offering in these destinations, visit www.gadventures.com/new-tours or contact your sales manager.

PERSONALIZATION, OF COURSEThe latest Virtuoso Luxe Report shows travel in 2019 will be highly personalized and inspired by a desire to experience new destinations in unusual ways. According to survey findings from Virtuoso’s affiliated travel advisors, client requests illustrate the appetite for a deeper level of personalization and one-of-a-kind experiences. From specific seat numbers on planes and hotel room numbers to particular rental car types, travellers are more vocal about their precise preferences. Nothing is left to chance, as increasingly, clients ask for prearranged meals and appointments. And they’re not just seeking restaurant reservations – they want exact tables at in-demand hot spots as well as pre-ordering wine to accompany the meal. They also ask their advisor to book sessions with hairdressers, massage therapists and even tattoo artists. Further, the report shows that crossing off bucket-list items is the prevailing travel motivator for Canadians in 2019, and Croatia tops their list of emerging destinations after finishing second to Iceland in 2018. Adventure travel maintains its number one spot from last year as the biggest trend among Canadians, with multigenerational travel again finishing a strong second.

WHERE

WHAT


Fast forward to 2018. It would appear that Xers have traded in their plaid shirts and Doc Martens for business attire and briefcases. According to Environics Analytics, Gen X has the highest employment rate comprising 31 per cent of the workforce, and they are well educated with 68 per cent of men and 74 per cent of women holding post-secondary degrees. They are a smaller group than their bookends, logging in at about 7.5 million versus the roughly 9.5 million Boomers and more than 10 million Millennials – but they pack a punch. Xers edge out both the neighbouring generations for highest average household income at $102,000 per year, and a whopping 65 per cent have children.

THE TRAVEL EXPERTS WEIGH INIt’s no secret that Boomers flock to river cruises like bees to honey and these magical sojourns are most often associated with the age 60-plus set. Kristin Karst, executive vice-president and co-owner of AmaWaterways acknowledges that 50 per cent of their guests are over the age of 65 but explains that Ama is employing innovative ways to attract more Xers through onboard offerings.

Karst, an Xer herself, says that when

Oh, those kids! They think differently, they travel differently and, perhaps most significantly, they shop differently. And there is a lot of them. As a result, it’s been a race to develop digital tools to accommodate this growing segment of travellers, and marketers are nothing short of obsessed with reaching this burgeoning travel audience.

But what about Generation X? Remember them? It seems many don’t.

Referred to as “the forgotten generation,” or “the sandwich generation,” Xers dominated popular culture in the 90s but have since taken a back seat, with advertisers favouring the generations before and after them. As a result, it seems like businesses might be missing out by overlooking this massively influential group.

Xers were born from the mid 60s to the early 80s – latchkey kids, children of working parents, and the first big wave of children of divorce. Characterized as rebellious, anti-establishment, disillusioned (think The Breakfast Club, Reality Bites and Singles), Xers were fed a steady diet of MTV and indie films. Nirvana’s 1991 groundbreaking NEVERMIND said it all – “nevermind” – and established Curt Cobain as a messiah for a generation of slackers.

INDUSTRY EVALUATIONBy Den ise Hef f ron

X marks the spot

GENERATIONAL MARKETING IS, well, just that: The targeting of age-specific groups based on behaviours, patterns and prefer-

ences – a way to connect directly with an audience by demonstrating an authentic understanding of their generation and by extension, their world.

For good reason, Baby Boomers have been a long-time favourite of travel sellers and marketers. We have all seen the glossy brochures featuring attractive silver-haired couples, a glass of wine in hand, gazing off into the distance from the balcony of their luxury cruise ship. And why not? This is a well-heeled market segment hungry for experiences, with time on their hands.

Of late though, it’s all about the Millennials – a generation connected at all times, doped up on “likes” and arguably, fueled by instant gratification. A favourite topic at conferences far and wide, the travel industry has turned the spotlight on this group in preparation for the next big wave.

“With Boomers now aged 53 to 72, their numbers will continue to decline, and Millennials have become the hot segment,” says Dr. Statia Elliot, director at the University of Guelph’s School of Hospitality, Food and Tourism Management.


the company was launched in 2002, she and husband Rudi Schreiner had a vision to create a river cruise company that they themselves would enjoy. “We never really defined our target market by age,” she tells CT, “but we knew that we wanted to offer active cruising with lots of included options so that guests could personalize their experience.”

In 2006, AmaWaterways was the first river cruise company to provide bicycles onboard. Tours can be taken at active paces and hiking excursions are offered on every cruise. “As a result of these programs, we are naturally attracting more Gen Xers on our ships and we have seen the average age of our guests drop significantly over the past five years,” Karst explains. “Wellness and choice are important to Gen Xers and continue to play an important role in the innovative design choices we make. A good example is our newest ship, AmaMagna, which offers a spacious Zen Wellness Centre and an exclusive Concierge Golf Program. We believe Gen Xers will love this product.”

What about size? Does it really matter? Joseph Adamo, chief distribution officer for Transat, thinks so.

“There is no question that as a society we talk a lot about Baby Boomers and Millennials while much less so about Generation X. Much of this I attribute to the sheer size and weight of the two bookend cohorts.”

But, Adamo readily points out, “From Transat’s perspective, overall we have more travellers who are Gen X than Millennial. I believe that as Gen Xers move into retirement in the next seven to 10 years, they will represent a growing travel segment for our industry.”

The hotel business relies on the medium as well but is it is also at the mercy of the medium. Juan Carlos Calderon, corporate director of sales, Canada for Palace Resorts, tells CT, “We need to factor in the availability of those connected with the virtual world in all we do. Millennials expect immediate responses, and reviews that can credit or discredit a property from a smartphone in an instant are the norm. Yes, Gen Xers matter very much but due to the rapid progress of technology, only those that are plugged in will prevail. Advertisers are focused on quickly adapting tools and the delivery

of information to satisfy the younger generation that’s coming next.”

MISSED BUT NOT FORGOTTENAs an industry, have we forgotten about Gen X? Not exactly, but there is some “middle child syndrome” to cope with, and because of the current laser focus on Millennials, there is some opportunity going to waste. While we don’t see the same kind of targeted marketing with Xers, they do possess characteristics of both Boomers and Millennials, and because of this, they can be reached in a variety of ways. “With the middle spot between Boomers and Millennials, attitudes and behaviours of Gen Xers can overlap considerably, and it can be tricky to target by just age,” Dr. Elliot cautions.

Remember: about 7.5 million Generation Xers – not exactly small potatoes. This, a group that out-earns both Millennials and Boomers. Tech-savvy – they not only use the Internet, they created the Internet. They are hard-working professionals, parents and caretakers of parents. One could argue that Gen Xers are in need of vacations more than anyone and that sales conversations and ad campaigns should be highly targeted to this segment, not to mention abundant.

Somewhere along the line, “nevermind” has morphed into “pay attention” and indeed, some efforts are being made to reach this lucrative group of inbetweeners. Family collections, multi-generational groups and luxury getaways all speak to Xers, but is this small yet mighty generation not worthy of more dedicated consideration?

They are, after all, the meat in the sandwich; the books between the bookends. Is it time for bespoke products, brand alignments, conference presentations and glossy brochures just for them? Dr. Elliot believes so.

“Take note! For tourism marketers, Gen Xers are in their prime travel years and should not be ignored,” she says. “They are highly educated and sophisticated travellers, willing to spend on experiences at the luxury end, as well as the family travel segment.”

Soon enough the size and economic power of the Millennials will put them in the lead for travel spending, but for now, X marks the spot. ✱

X marks the spot


Travel Industry Council of Ontario Reg. #3206405; B.C. Reg. #23337

SMALL, LIKE-MINDED GROUPS

For more information, visit EXPLORATIONS.COM or call 800.468.5955

CULINARY EXPERIENCES

CULTURAL EXPERIENCES

SMALL GROUP TRAVEL,REINVENTED

GEN XERS: “This is often called the forgotten middle child,” according to Gwoke. Times had changed when this generation came around; this was the first generation that was told they probably won’t do as well as parents did. They were raised with a different perspective; a different mindset. Fewer films were being made for kids in this era, while the phenom-ena of 24-hour-news was established so this generation was constantly exposed to all the bad things going on in the world. Not to mention, the divorce rate was higher than the generations preceding them.COMMON TRAITS: Gen Xers are resourceful, independent, efficient (don’t waste their time!) – yet somewhat skeptical. YOUR APPROACH: Establish yourself as a resource – an additional tool available to help them make a decision. Also, keep in mind that “because Xers had to do so much of their childhood on their own,” their approach to parenting is to be more involved with their children. As such, Gwoke says, “If you really want to reach Xers or plan their next trip, keep their kids in mind; help them reclaim the family time that many Xers feel like they lost in their childhood. Speak their language.”

MILLENIALS:There are five million Millennial millionaires in the U.S. compared to four million Gen X millionaires: goes to show the potential for your business in tapping into this market! Because of cell phones and other technology, this generation was raised without lessons of formality like those before them. Trust with this generation is established in demonstrating you are forward-thinking and innvovative, using the latest tools and knowing the latest trends. COMMON TRAITS: Millennials are collaborative, innovative, adaptable and experience-driven.YOUR APPROACH: You must consider offering opportunities to cus-tomize your service; sit down and ask your Millennial clients how they want to design the relationship (i.e. call vs text, for example). Conversations should be personal, informal and casual, Gwoke says. Millennials are looking for a collaborative relationship; for someone with whom they can talk casually and design a trip of a lifetime. And if you do that, not only will they be loyal but they’ll recommend your service to their networks. ✱

Join Key Notes on Travel to access monthly keynote presentations that will help in your career development. Each key note address is followed-up by a second session with the speaker to address your questions. Learn more at keynotesontravel.com.

KEY NOTES on travel

Handshake to hashtag: Bridging the generational divideWhat are best practices travel advisors can use when communicating with different clients, based on their generation? Key Notes on Travel, a new educational service being offered by CT, recently hosted Phil Gwoke of Bridgeworks, who offered context to different generations and strategies you can use with clients.

DEFINING THE GENERATIONSTraditionalists: Born before 1946Baby Boomers: Born 1946 - 1964Xers: Born 1965 - 1979Millennials: Born 1980-1995Generation Z/GenEdge: Born 1996-2010

HOW CAN TRAVEL ADVISORS OF THE BOOMER generation connect effectively with Millennials? Vice versa? How about reaching Gen Xers, who often prefer to go about things on their own? These are the questions Phil Gwoke,

consultant with Bridgeworks, addressed in his key note address titled, “Handshake to hashtag: Bridging the generational divide.” Bridgeworks has been around for about 20 years studying the topic of generations, so suffice to say, Gwoke had some compelling insights to offer.

He says that teenage years are our formative years, and our experiences during this time shape how we prefer to communicate throughout our lifetime. In sum: To connect with Boomers: “You have to put in more time, more effort and more professionalism.”With Gen Xers, be “short, sweet and to the point.”Speaking with millennials, it’s all about casual conversation.

Here’s how Gwoke suggests you can adapt your approach in order to maximize your success:

BABY BOOMERS:They’re called Baby Boomers for a reason! The post-war swelling population meant that this generation was competitive; you had to stand-out and work hard to be recognized, otherwise there was a long line of people who were waiting behind you for any given position or opportunity.COMMON TRAITS: They are competitive (what can I do to be the best?), polished in the way they present themselves, and very disciplined with their time. Plus they have idealistic principles.YOUR APPROACH: “You have to step-up your professional pride,” Gwoke says. “They want to work with people who have a level of excellence – of expertise – and who can demonstrate that.” And, with their “full steam ahead” attitude, you need to position yourself as someone who can help them fulfill their dream; figure out what they still want to accomplish and ask what can you do to help them.


Handshake to hashtag: Bridging the generational divide

CAREER DEVELOPMENTBy Ter r i l yn Kunopask i

IF THERE’S ANY TREND CROSSING THE generational divide, it’s one of self-care and self-interest, whereby people are no longer putting off doing what they want, when they

want. Life is short, after all; at least, that’s what many tell themselves when making a deposit on their annual vacation. And now more than ever, the travel industry is seeing this tendency pay off.

According to a May 2018 report from Booking.com, about 40 per cent of Baby Boomers have taken a solo trip in the last year, and a further 21 per cent are planning to take one in the future. The latest Holiday Habits

survey from UK-based Abta shows that one in six travellers went solo in the past 12 months, compared to one in nine in 2017.

It’s a flourishing market, undeniably, but the new Solo Travel Trends Report released by tour company Just You, in partnership with online content platform Solo Traveler, suggests that it’s an opportunity largely being missed by travel advisors. In fact, results show that less than 17 per cent of solo travellers speak to a travel advisor when researching their next experience – a figure that drops to 11.68 per cent when it comes to actually booking.

How to capitalize on the rise of solo travel

According to a new report, solo travellers are forgoing the expertise of travel advisors. What business might you be missing, and how can you reel it in?


That said, experts agree that an important distinction to make in this conversation is that “solo” does not always mean “alone.” While many might be quick to think of a Millennial backpacker navigating her way from hostel to hostel and from town to town via local bus systems, it’s clear that that reality is quickly evolving as tour companies cater more to the growing demand.

Just You, which was acquired by G Touring (parent company of G Adventures) in 2017, is the lone operator in the Canadian market exclusively for solo travellers. While many others offer itineraries targeted to solo travellers, Just You’s itineraries are designed to address specific demands – each participant gets his or her own room and there are no single supplements – not otherwise possible without a hefty price tag.

As for sun vacations, Transat introduced its Solo Collection in 2015 in response to popular demand. Free WiFi, no single supplements, free room services and communal tables for sharing meals are among the benefits, depending on availability.

“The initial thinking behind the creation of this collection was for people travelling alone,” says Debbie Cabana, Transat spokesperson. “But we started seeing more and more women and men, travelling with two, three or four friends or family members, that wanted to travel altogether but preferred to have the peace and quiet of their own room at the end of a fun-filled day. This represents a large part of our customers.”

And the proof of success is in the numbers: the collection hosted 62 per cent more guests in 2017 versus the year prior, and as such, it continues to be enhanced with more resorts and destinations

The good news is, it’s not too late to capitalize off the still-growing trend. CAA is setting a good example for what other agencies can do to connect with the solo traveller market; CAA Manitoba launched its Solo EsCAApes club in 2014, followed by CAA South Central Ontario’s Extraordinary Explorations Solo Collection, launched in 2016. In Manitoba alone, the club has grown from 150 members in its first year to more than 1,200 in 2018.

“Everyone has their own bucket list when it comes to travel destinations but not everyone has friends or family who want to experience those same places. Solo travel allows people to travel and experience different cultures on their terms while staying active and living life to the fullest,” says Dianne Jackson, director of travel & retail product, CAA. “Creating a solo travel club enables you to serve a group of travellers who tend to be under serviced in the marketplace. It creates options specifically designed for people who are looking for more.”

As for what this specific community looks like, the Solo Travel Trends Report suggests that the vast majority are female, the largest group is aged 65-plus (the second largest is 55-64), and the most in-demand region for these experiences is Europe.

And, just as Jackson suggests, the main reason these folks are travelling solo is that they want to see the world and, quite simply, don’t want to wait for others.

“There are a lot more people, particularly in the 55-plus demographic, who are empty nesters or their partners are no longer with them,” says Tracey Nesbitt of Solo Traveler. “They have the flexibility, the time and the funds to do more travel.”

… we started seeing more and more women and men, travelling with two, three or four friends or family members, that wanted to travel altogether but preferred to have the peace and quiet of their own room at the end of a fun-filled day. This represents a large part of our customers.


offered. Cabana says that of the total number of Transat travellers booking South packages annually, about 8,000 are those who purchase a Solo Collection product.

Cruising – a market infamous for its single supplements – is also catering more to the solo traveller. According to a 2017 release from the Cruise Lines International Association, “Cruise lines now offer a variety of incentives, benefits and experiences designed with single cruise travellers in mind.” For example, some are waiving single supplements and hosting singles-exclusives events and activities for these specific travellers.

And even travel insurance is reaping the rewards. Allianz Global Assistance Canada’s Dan Keon, vice-president of market management, told CT in a recent interview that, “In 2017, 70 per cent of [our] policies purchased were purchased by solo travellers…and that number is up seven per cent over 2015.”

So how can travel advisors begin building their solo travel business?

Roberti suggests beginning with a CAA-style approach of forming a solo traveller club. He also recommends advisors network with local women’s groups and organizations, look into singles meet-ups and organize exclusive departures.

And while he agrees that it’s easy to overlook single travellers because of the amount of work required for a single booking, he’s confident it pays off, especially given the solo traveller’s tendency to take between two and four trips annually.

“The opportunity is endless,” he says. ✱

TAKE 5 WITH DIANNE JACKSON

Director o f Trave l & Reta i l P roduct , CAA

Why did CAA establish its solo travel clubs? What do they involve?We are continuously reviewing and evolving our travel products to respond to the needs of our members and customers. Over the years, we saw a growing interest in experiences for travellers who did not have a travel companion. We noticed that there were quite a few solo travellers already travelling on our group departures and felt that there was an opportunity there to create something more personalized for them. With solo travel clubs already becoming a niche market, we felt that it was the right time to develop something special.

How did you begin attracting members to become part of the CAA Solo Escapes Club? Our front line travel associates truly act as trusted partners to CAA members and customers looking to plan their next trip. Once the product was developed, our top priority was to make sure our travel associates were fully trained so they could easily identify when it might be of interest to someone they are working with. We also placed some advertisements to let people know that solo travel was an option to consider.

What makes a trip appealing to solo travellers? CAA solo travel programs are designed to appeal to people who enjoy travelling but may not have a travel companion and don’t want to travel alone. They are designed with safety, comfort and memorable experiences in mind. It is not just about waiving a single supplement; it is about building trips knowing that each traveller is solo. These trips provide an opportunity to meet like-minded individuals while exploring bucket-list destinations. There is a level of comfort and security when going on a CAA-hosted trip, so travellers know they can see the sights they want to see, in the safety of a group and the peace of mind that all the details are covered.

What destinations (or types of destinations) are appealing to solo travellers, and why?We are finding that the most compelling solo traveller destinations tend to be the common bucket list destinations where people may not be comfortable travelling alone. Destinations such as Africa, Peru, China and Vietnam are quite popular. Our Christmas Market river cruise has sold out the last two years and we are already getting requests for 2019 details.

What are some “best practices” for travel advisors to employ when working with solo travellers?The most important thing for travel advisors to do when working with solo travellers or when booking group trips is to understand their client’s past travel experiences and preferences in order to build a trip that appeals to a broader group. Some key questions to ask include: Is this their first trip? Where have they travelled in the past? Do they prefer a full itinerary or a more leisurely pace? Is travelling with a host important to them? It is also important to ensure the solo trip is positioned as a solo trip and not a singles group. They are completely different experiences..


By CT Sta f fCOLLABORATIVE FEATURE

Selling more MoroccoN

OT EVERY DESTINATION “HAS IT ALL” BUT ONE could argue that Morocco does. With the perfect mix of mountains, deserts and imperial cities, easy access, afford-ability and safety, the country continues to trend among

adventurous travellers who are seeking unique experiences. Still, with so much to offer, it can make for a complex sale. So what should travel advisors know? CT asked Sofia Montezo, G Adventures’ product manager for Europe, Istanbul & Morocco to share her best tips.

WHAT SALES TIPS DO YOU HAVE FOR TRAVEL ADVISORS INTERESTED IN SELLING MORE MOROCCO?Morocco offers something for everyone, so you won’t have any issues qualifying your clients based on what they are look-ing for. For the active client, there’s the Atlas Mountains and plenty of trekking and mountain biking available. For the history and culture buffs, there are the Imperial cities and Berber cultures to explore. For those looking for adventure there is the coast with great surfing and the desert for 4x4 excursions. For those looking for “Instagramable” moments, there’s the blue city of Chefchaouen, the tanneries of Fes and the breathtaking sunrises and sunsets in the Sahara. Morocco literally offers something for everyone.

WHAT ARE THE TOP HIGHLIGHTS OF AN EXPERIENCE IN MOROCCO?Top highlights include visiting the old imperial cities of Marrakech, Fes and Mekness; exploring its medinas, souks and ancient palaces, discovering Morocco’s Atlas Mountain range, hiking, outdoor ad-ventures and visiting Berber villages tucked away in the mountains. The Sahara Desert is another major highlight. Camping in the desert, learning about the Berber desert culture, camel rides and exploring the sand dunes by four-wheel drive are all must sees & dos. Food is also a top highlight not to be missed. Carnivores and vegetarians alike won’t have any trouble as Moroccan cuisine caters to both with lamb dishes and abundant fresh seafood from the coastal areas.

IS THERE A PROGRESSION OF EXPERIENCES THAT EVENTUALLY LEADS TO MOROCCO? We often find travellers who travel with us to Europe, particularly Spain and Portugal, tend to choose Morocco as their next destina-tion. We often find travellers who travel with us to Europe tend to

choose Morocco as their next destination, particularly Spain and Portugal. Also, people who have an interest in the Middle East

but aren’t quite ready to make the travel commitment or are apprehensive about safety, yet still want to experience some-thing different, will choose Morocco as their first destination outside their typical comfort zone of travel.

HOW MIGHT TRAVEL ADVISORS BE ABLE TO UPSELL THE EXPERIENCE?

Adding more time would be the first way to upsell the experience. There can be long drives on some of the shorter itineraries in order to cover all the highlights so adding more days and suggesting a longer tour would be a great way to make the journey even more enjoyable. Adding extra time in Marrakech, on tours that begin and end in Marrakech, is also a great way to offer clients a more relaxed beginning or end to their trip. This way, they can explore a bit more at their own pace. Suggesting some of the optional activities we include on trips, like a hike to the Rif Mountains in Chefchaouen, is also a way to help fill in any free time gaps for those travellers who need a bit more direction.

HOW MIGHT TRAVEL ADVISORS BE ABLE TO FIND GROUPS INTERESTED IN A MOROCCO EXPERIENCE?For our Active Morocco trip, travel advisors should consider tar-geting health clubs and gyms. Morocco often draws a lot of foodies due to its culinary highlights. With such diverse landscapes, Morocco is also a photographer’s dream. Travel advisors should consider identifying and targeting social clubs with strong interest in food and photography. ✱

QUALIFYING YOUR CLIENT FOR MOROCCOTo know if Morocco might be right for your client, ask: Are they…�Looking to explore a different and unique part of the world? �Interested in culture, food, history and experiencing different landscapes

(from the desert to the mountains and the coast)? �Wanting to experience a different culture and understand different

cultural perspectives?

WHAT ARE THE OPTIONS?G Adventures offers 10 itineraries in Morocco: �Active hiking itinerary to Mt. Toubkal�Classic style itineraries (one week and two week options) covering the

main sites of Morocco, appealing to first time travellers or those with general interest in Morocco�National Geographic Journeys itineraries, offering an upgraded

experience (one week and two week options) 18-to-Thirtysomethings itineraries at the basic level of travel catering

to a younger demographic; learn to surf, sleep under the stars in the Sahara or hike the Atlas mountains


By Sarah Har r isCOLLABORATIVE FEATURE

Reasons to sell El Paso, TexasR

UNNING ALONG THE WATERS OF THE RIO GRAND lies the vibrant city of El Paso, translating to “The Pass” in Spanish. This westernmost point of West Texas is noted for the Franklin Mountains State Park, celebrated golf courses,

302 days of sunshine a year, and so much more.If your clients are bound for the “Sun City,” or at least

considering it, here are a few of the many reasons why they’ve made the right decision.

LOCATION:A river defines the border crossing between El Paso, a city established in 1850, and Ciudad Juárez, in the Mexican state of Chihuahua. Trav-ellers will be happy to know that the El Paso International Airport, the largest commercial hangar in West Texas, is just four miles northeast of the downtown core. From there, clients can access rental cars, cabs and citywide infrastructure to move about. With easy access to the I10 and I25, the city is perfectly positioned as a hub for visiting any of the national parks within driving distance and other unique New Mexico experiences. Outdoor adventurers will want to visit Aguirre Springs, the quiet village of Cloudcroft, Gila National Forest or Hueco Tanks State Historic Park. Big Bend is also a popular attraction, where there’s plenty to explore in Marathon, Study Butte, Terlingua Ghost Town, Lajitas and Big Bend National Park.

ONE OF A KIND EXPERIENCES: This vibrant community cherishes traditions unique to its nature, predominantly the American-Mexican culture throughout. Known as “the Boot Capital of the World,” visitors can shop until they drop at one of over 12 boot manufacturers and retailers in the area. Meanwhile, cocktail connoisseurs can take a sip of the tequila-based margarita that was rumoured to be invented in the El Paso-Juarez region, and history buffs should visit the Border Patrol Museum, the only one of its kind in the United States.

HISTORY: History is housed within the walls of museums and galleries of El Paso, built for endless exploration in this storied city. The El Paso

Holocaust Museum and Study Center is one of few found in the U.S., plus the destination is home to some of the oldest work-ing missions in the country. Culture vultures can spend the day examining the Museum of Art and its exhibitions, while families can find fun visiting the local zoo or strolling through the First Ar-mored Division and Fort Bliss Museum, a nod to El Paso’s large military presence. For clients looking to delve deep into this cactus community, they can spend time in the Centennial Museum and Chihuahuan Desert Gardens, featuring both permanent and rotat-ing works detailing the extensive native plants, as well the diverse way of life unique to the area.

ENTERTAINMENT: Visitors can spend their day in search of Texan treasures at El Paso Downtown Artist and Farmers Market, and then sit back and relax by night as they take in endless enjoyment. To start, head to Tabla, a tapas restaurant dishing out a rotation of Southwestern plates including traditional red mole and chimichurri sauces. After a delicious meal, take your business outside of this converted red brick restaurant to the legendary Plaza Theatre, built in 1930, for an evening with the creative set. This restored building not only serves as a local landmark but has once hosted some of Holly-wood’s late greats including John Wayne, the Markx Brothers, and Roy Rogers. Next, hop on the trolley that runs 4.8 miles in two loops to the Ode Brewing Co, a local microbrewery serving smooth suds and hops inspired by the region. And for moments in between board meetings and conference calls, attend WinterFest at the Downtown Arts Festival Plaza or venue crawl in search of local talent, and year-round festivities. ✱

DID YOU KNOW…El Paso’s hotel capacity of more than 9,600 rooms is set to double by the end of next year. This positions the growing metropolis as the place to check in, no matter the season. Travellers looking for a quiet place to call home can book beds at a variety of boutique hotels including the Stanton House, a stately structure built in 1912, or the ideally situated Hotel Indigo El Paso.


Discover how to sell more travel, from today’s top thought-leaders.

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INSPIRETop travel

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18• MIRIAM LYON Merit Travel Kingston

19• TRACEY GUAY CAA Niagara

20• SHEILA GALLANT-HOLLORAN Lush Life Travel (Virtuoso)

21• SARAH WOODWORTH The Destination Experts

22• JONATHAN MACTINGER Flight Centre Saanich

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FEATURED ADVISORS

TALKING PRODUCT

We all know the saying, “Never be the smartest person in the room.” It sounds counterintuitive – don’t we

all want to be the brightest, the best, the most successful? But truth is, if that’s the case, what is left to learn? What, then, is our purpose?

There are many smart people in the travel industry, and the bar continues to be raised as competition for consumers’ time, money and bookings creates a demand for travel advisors to be better than ever. Long gone are the days of order takers; it’s now about being dream makers. It’s about offering service, insight and support that online booking engines cannot match. It’s about personalization, customization and knowing what clients want before they even know for themselves.

In our opinion, the best way to remain competitive is to invest in learning; to open your mind to new ideas, new processes, new strategies. And this is why we bring you this second annual edition of INSPIRE. Featuring successful travel advisors from across Canada, we’re recognizing individuals who have made a name for themselves within their organizations, for one reason or another. In the following pages, they share their secrets to success in an effort to inspire you to adapt new mindsets or approaches to your day-to-day business.

Think you have a story to share, too? E-mail me: [email protected].

Terrilyn Kunopaski, Editor-in-Chief, CT Magazine

C O N T E N T S


research psychology – experience that has proved invaluable as she finds her stride as a travel advisor. For example, she says, being a skilled researcher helps her suggest the right vacation for clients, and in effect, allows them to feel comfortable

with every step of the process.The job also honed her interview skills, which she

naturally applies when qualifying her clients. In fact, from the moment Lyon meets a new prospect, the inquiry

process begins. “From the get-go, if they

call or walk in the door, I’m going to be asking them a lot of

questions,” Lyon explains. “I’m going to be asking them their likes, dislikes, their history. Plus, as things come up in conversation, I make notes – when their birthday is, their anniversary, something on their bucket list.”

It’s all about personalization, she says, which in turn, leads to loyalty. And communication is part of this personalization – rather than blasting out deals or events to her entire list of prospects, she communicates with them individually or in small groups and only when she sees a potential fit. Snail mail (“old school but people love it,” she says), in-person meetings before a trip, and phone calls upon a client’s return are also part of her MO.

All important, but what might be the clincher?

“Getting excited with them,” Lyon says. “That’s one of the principles I learned when I took a life coaching course: really celebrating someone else’s dream and, of course, getting to play an integral part of making it come true.”

The numbers show that whatever she’s doing is working: Lyon had the highest sales of all Merit’s new-to-the-industry

employees and was 40 per cent over her yearly target before the end of her first year.

CLEAR DIRECTIONInitially, Lyon saw the travel advisor position as an opportunity to supplement her income from the yoga and meditation business. Since, she’s found a way to combine the two in terms of her client-facing approach, and looking ahead, hopes both passions can intersect in practice as well.

“I want to know as much as I can about wellness travel,” she says. “I would really love to focus on yoga and wellness and have more groups going on those types of trips.”

Lyon has also completed the Signature Travel Network Luxury Training course, and regularly participates in webinars and other educational sessions.

“They’re all helping me build business,” she says. “I think if you want to have a successful business, you have to have a business plan. Even though it’s within a big business, I’m thinking: What’s my plan? Where am I heading? What education do I need in order to get those clients? What marketing strategies do I need to be following?”

Regardless, Lyon believes none of that really matters if she doesn’t put herself first, above all else.

“We work in an incredibly fast-paced, multi-tasking industry and I think the first principle, ahimsa, is really important and comes into taking care of ourselves too,” she says. “I’ve had to increase the amount of yoga and meditation I do... I have aroma therapy stuff at my desk and I go for walks, all so I can remain balanced and not let the stress overwhelm my system.

“I think it’s so important for people to focus on self-care; that’s how we can take care of people around us – by taking care of ourselves.” ✱

Well & goodIn a fast-paced industry with many moving parts, it’s all about finding a balance between client services, professional development and self-care. For Miriam Lyon, experience in yoga and meditation has not only helped her to manage the overwhelm but it also guides her core values as a travel professional. BY TERRILYN KUNOPASKI

FOR MIRIAM LYON, HER QUICK PATH to prosperity in the travel industry is rooted in an unlikely foundation.

Based at Merit Travel Kingston, Lyon has led yoga and meditation workshops for the past five years – experience that has been central to her success as a travel advisor, in more ways than one.

Firstly, she had an advantage when she began her career in this new profession about a year and a half ago – a prospect list 500 names long – because of the community she built with said practice. But just as im-portant were the principles of yoga and meditation, which have been central to her approach to business.

“The principles are a culmination of many spiritual paths and the values of many incorporations,” Lyon explains. “It’s fun because yoga and meditation are such passions of mine, so working in this industry, I wanted to marry them. It’s working really well so far.”

She references the “eight limbs of yoga,” one element of which is ahimsa – kindness – which Lyon says to be “fundamental in caring for our clients, building loyalty and being successful.”

Moderation, discipline and surrender (brahmacharya, tapas and ishvara pranidhana, respectively) are other principles, reflected in the way she manages time and gives inquiries away “so I can take good care of the clients I have”; her commitment to studying and learning; and “surrendering to ever-changing information.”

CROSS-DISCIPLINARY SKILLSPrior to her career as a travel advisor and in addition to her business in yoga and wellness, Lyon has a background in


But she hasn’t always set out to make Disney dreams come true. She started her career in the travel industry as an office assistant for a local tour operator, Rainbow Tour and Reception. While her job was mainly administrative, Guay was

also a licenced local tour guide and would fill in when needed. Her

love for the business did not go unnoticed and shortly

thereafter, a friend who owned an agency offered her a job, along with mentorship. The rest, as

they say, is history, and Guay went on to become a

certified travel agent before joining CAA.

BUILDING A BRAND While Guay stresses that choosing a specialty is extremely important for new travel professionals, she knows that it’s easier said than done. How does she know? “I didn’t really choose my speciality – it chose me,” she says. Long before she was a travel advisor, she found herself planning a family vacation to Disney World. She was dedicated to making it the most memorable trip possible for her young children and she succeeded, though she attributes the success to the science of good planning.

“It was such an incredible vacation because of my knowledge and planning,” she says. “Shortly after, I was hired as a travel agent and my love for Disney had grown…I was hooked. As I started to grow my client base I became known as the go-to for Disney vacations.”

FIND YOUR PASSION“Learn and absorb as much as you can from as many sources as possible,” is the advice Guay offers her peers. Whether learning from websites, books, training or through client experience, she believes that to stay motivated in education, it all comes down to having a personal love for the product. With so much information available in our digital world, clients can find it overwhelming and knowing the latest and greatest is what she attributes to her success.

“Clients will seek out a destination or product specialist for their knowledge and expertise, which will save them not only time, but give them value for their money – which gives high satisfaction,” she says.

PERSONAL EXPERIENCE ADDS VALUE At the end of the day, the most important thing to Guay is ensuring her guests have an unforgettable experience. As she repeatedly mentions, happy customers are repeat customers. And this travel advisor is proof that there is no better way to promote a product than to experience it yourself.

“I personally know the moment I walk down Main Street USA in the Magic Kingdom and smell the sweet smells, I’m home,” she muses. “I’m devoted to giving my clients that same magical feeling as they take their trip of a lifetime and see the expression on their children’s faces. Drawing from my own experience and making client’s dreams come true is so rewarding.”

And given that Guay has been to Disney more than 50 times in her life, if you receive an out-of-office notice from her, you’ll know where she’ll be. ✱

Bippity boppity booIf you believe in a world full of fairy tales and magic, Tracey Guay might be your long-lost best friend. As an award-winning Disney travel specialist, she has clients whisked away to the Magic Kingdom quicker than you can say those three enchanted words. BY MEGAN HONAN

WHEN IT COMES TO MAKING dreams come true, Tracey Guay is like a fairy godmother. As a travel consultant and self-titled ‘Magic Maker’ at CAA Niagara, there is no one who puts the personal touch into a Disney vacation like Guay.

“I have dined with princesses, been sprinkled with pixie dust and danced with pirates all in a quick afternoon,” she says. “It doesn’t matter how many times I’ve been, I’m still enchanted by the magic and can’t wait to share that magic with my clients.”

In fact, Guay loves sharing her passion for Disney so much that, in the process, she has revolutionized the CAA Niagara company as a whole; when client after client came in search of the famed ‘Magic Maker,’ the company knew they had to develop a sub-brand. Hence, Enchanted Vacations by CAA Niagara was born, with Guay at the helm.

Guay says that the wave of interest she’s produced in Disney comes down to being emotionally connected to the product and having a strong desire to make her clients’ dreams come true.

“I’ve had many clients shed a tear at my desk over the years because it’s such an emotional experience tied to the family and the heart,” she says. “It tugs at my heartstrings too and when I’m not experiencing my own Disney vacation, I live vicariously through my clients. I’ve been known to shed a tear right alongside them.”


LEVERAGING SOCIAL MEDIA When it comes to standing out in the travel industry, Gallant-Holloran knows how important it is to keep up with the trends. Enter: social media. She found that putting the ‘social’ back into social

media was important to connect with new clients and that

promoting the use of social media meant clients were

spreading the word on Facebook or Instagram – and friends and family were taking notice.

“I try to ensure consistency in my

messaging to my clients across my social media, in my

weekly newsletter and my Facebook groups, etc.,” she says. Her message? “There are studies that show people are happier if they spend their money on experiences rather than things, so I underscore that in my dealings. We all have a finite amount of time, so we have to focus on getting the best return on life – because vacations are when we step away from our daily responsibilities and work and family obligations. We get to reconnect with who we are.”

WORKING WITH BRANDS YOU TRUST At the end of the day, the goal as a travel agent is to ensure clients are happy. Gal-lant-Holloran believes the number one way to do this is by building relationships with companies you believe in. With so many unknowns when it comes to travelling, working with brands who know how to respond and resolve issues are the people you want to be in business with, she says.

“I’ve been in the industry long enough to see a spate of problems from Ebola to ter-rorist attacks to floods of the century. I like to work with companies that I can trust and rely upon if and when issues happen.”

But perhaps more importantly, those companies ultimately reflect back on the skills of the travel advisor. Gallant-Holloran’s ultimate advice? Work with companies who are going to make you look good.

“I leverage the relationships I build with suppliers to help my clients travel the world. So, I guess the power of the one-to-one relationship with my travel partners, built up and validated with sales history, allows me to leverage that power with my clients,” she says. “I also believe in sustainable tourism. So, I like to partner with companies that walk that talk and live and breathe sustainable tourism.”

TALK THE TALK & WALK THE WALKIt can be hard in such a fast-paced world to know what to recommend to clients, Gallant-Holloran admits, which is why she says that as a travel consultant, never stop exploring for yourself. While advisors can suggest products based on research, actually experiencing a destination will set you apart and create value.

“I keep travelling. Snorkelling the Great Barrier Reef was a wonderful experience – I couldn’t believe I was actually doing it in the moment. Staying at Fogo Island Inn was incredible. As a Newfoundlander, I knew how beautiful my home province was, but they blew me away with their focus on sustainable tourism,” she says. “I also love Anguilla, Africa, Austria and Australia – and that’s just the As. We’re just getting started.” ✱

The happiness actuary For Sheila Gallant-Holloran, it all comes down to numbers and returns. Meet the woman who encourages her clients to focus on the finite number of family vacations – and always closes the sale. BY MEGAN HONAN

AS A FORMER ACTUARY, SHEILA Gallant-Holloran knows that time is precious. That’s why she decided to trade her briefcase for a suitcase 13 years ago and assumed the new title of “Happiness Actuary.” After travelling constantly for work, she found it left her exhausted and depleted; she missed the leisure of travel that once allowed her to unwind and experience the world, so she started her own boutique travel company – Lush Life Travel.

Today, Lush Life Travel is an independent affiliate of Vision Travel Solutions, a Virtuoso agency, with Gallant-Holloran carving a new path in the bucket list, adventure and luxury travel niches. While the company is a booming success, Gallant-Holloran says it all stems from her first career. She believes leveraging her business skills, knowledge and experience gained have allowed her to stand out in the travel industry.

“Before, I was an actuary and travelled for work non-stop to help people prepare for their premature death,” she says. “Now, I help others travel and experience the world and I help people live a lush life. Really, your most precious asset is your time with your family. I help safeguard that asset and I use my business skills and training to ensure you invest your time and dollars wisely.”


my viewpoint and I realized the huge value in creating memories and spending time with the people you love,” she says. “That made me realize that what I really wanted to do was help people connect and have those same experiences –

whether they be cultural, spiritual or adventure.”

So she joined Destination Experts, playing a

supporting administrative role and applying her creative skills to business planning, considering

the opportunities for evolution and growth. And

the female sole travel trend quickly became obvious.

“We’d been getting a lot of inquiries about women-only travel, so we thought, ‘OK, let’s put this idea (for Soul Sisters) together,’” she reflects, explaining that while women may be more adventurous than men when it comes to international travel, deterrents like limited vacation time, family obligations or budgets can put a halt on arranging the perfect escape. Creating a tour company that brings together women with similar interests – a “ready-made group of girlfriends” – seemed like the perfect solution.

“We put it out there for general feedback and it just blew up. We realized there was a need in the market and we’ve just been working at putting packages together ever since,” she says.

“I definitely feel that there is a strong disconnect with people these days,” she reflects. “It’s hard to just get out and meet people and even harder to meet

people with like-minded interests. I’m all about connecting with other people, face-to-face interaction and going out and spending time with people – having experiences. My goal with this is to bring people together who have the same interests, who want to travel and be safe. They can have a girl’s trip or maybe they want to go without their partner – either way, they can have their own personal experience.”

Training Destination Experts advisors in all things solo female travel has been a big part of her job in the early launch days of Soul Sister; Woodsworth believes that ensuring their team becomes experts in this specialization is what will set them apart. Right now, Soul Sister Vacations is only available to the Destination Experts network, though that might change in the future.

“They’ll learn the brand and product and be the frontline to our customers,” Woodsworth says. “We really can’t predict what will happen down the road, but I’m excited to see this division grow.”

And as for Woodsworth’s own future? She’s not slowing down anytime soon.

“I definitely see myself staying within the company and working on branching out new divisions like Soul Sister,” she tells CT. “This is just our first division, so I’m guessing this will be my baby for the next few years, but I do see myself trying to incorporate as many new and upcoming trends as possible. You have to stay on top of what’s current and what people want. I want to offer new things that people haven’t necessarily seen or experienced before. That’s the goal.”

Talk about girl power. ✱

Calling all soul sistersWomen are choosing their own path in the travel world, whether it be hiking solo or pampering with girlfriends. Those same women are turning to people like Sarah Woodsworth to help them find the trip of a lifetime – so they don’t have to go it alone. BY MEGAN HONAN

IN THE TRAVEL INDUSTRY TODAY, we often hear of specializations like adventure, luxury or wellness travel. But there’s another interesting trend coming into high demand: solo female travel. While the idea first really came to the forefront in the Eat, Pray, Love days over a decade ago, Sarah Woodsworth is reinventing the wheel in the Canadian market.

Enter: Soul Sisters Vacations, a new division of Destination Experts dedicated to creating vacation packages for like-minded women who are in search of travel partners. While its tours operate in the broader solo travel space, Woodsworth is zeroing in on a more specific need: to connect women who want to branch out from travelling with their besties or spouses and embrace a different kind of experience.

Soul Sisters is a product of the innovative mind Woodsworth brings to Destination Experts, a company she basically grew up with, given that her mother, Deanna Byrne, founded the company. But it wasn’t a path she herself had initially planned to follow.

After studying film at Humber College in Toronto, Woodsworth explored different avenues within the industry, but she felt like something was missing. So, she made the decision to move back to Nova Scotia.

“What really resonated with me [was] the feeling that I needed to be with my family. I think that coming home changed


PROFESSIONAL ADVICE, EXPERT guidance and convenience: these are the three golden rules that Jonathan Mactinger follows when it comes to selling travel. The accomplished Flight Centre store manager has been in the business for more than six years, and his passion for travel is as fiery as ever.

While Mactinger never set out with the intention of becoming a travel agent, he became enthralled by the community when a friend working at Flight Centre

chatted to him about the job. He applied online using his friend as a referral and, after a successful interview process, he landed a new gig. Ever since, Mactinger has been busy building his books and searching for new ways to surprise his clients.

When asked how he’s grown his business so rapidly, Mactinger is quick to answer: “The key is constant relationship building with my current clients,” he tells CT. “I always make sure to ask them to

Mactinger, the thirty-minute manPowerhouse Jonathan Mactinger shares his tips for building the books, adding value and his favourite way to land repeat business. Hint: a little VIP treatment never hurt nobody. BY MEGAN HONAN

refer me to their friends and family. I take advantage of referral programs we have set up at Flight Centre to add extra value to gaining new clients.”

And, setting up VIP partnerships with new business has been important to his growth as well. “I always make sure I have at least five business cards on me, plus I’m not afraid to chime in when I hear someone talking about travel.”

Connecting to people has always come naturally to Mactinger. As he entered the


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working world, he often found himself in customer-facing or sales positions, and enjoying it.

“I pride myself on customer service. In order to give my clients the best experience, I need to continue to grow my knowledge within the industry,” he says. “My clients are what motivates me to continue learning and want to be better each day.”

SUPERIOR VALUE In a world as competitive as the travel industry, it can be hard to keep up with the Joneses. But for Mactinger, it all comes down to offering bonuses and higher quality packages, which adds up to superior value.

“I focus on giving my clients a unique experience from start to finish. I’m constantly seeking opportunities to add extra value to their trips by adding things they would not normally receive such as private transfers, in-destination tours, price drop protection and 24/7 customer care,” he says.

And while upgrades and top-notch value may help secure the client, building a personable and relatable relationship is guaranteed to lead to repeat business. That’s why most of Mactinger’s clients have his cell number, so they can call him any time.

EXPERT GUIDANCE If there is one thing Mactinger hates, it’s wasting clients’ time and money. That’s why he feels it is so important to stay up to date on the industry. He is a big believer in using personal recommendations to help clients make the most informed decision possible.

“If there is anything I have learned in this business, it’s that there is constant change. You have to be on top of everything in order to be able to make the best recommendation to your clients,” he says. “Get to know your clients, ask questions about their lives and find things to connect with them outside of the booking experience.”

CONVENIENCE The ultimate goal of a travel advisor is to make clients’ lives easier, Mactinger agrees. Being a one-stop shop, whether offering packages, insurance or in-destination tours is a driving force not only for customers but for sales dollars. So, what’s his number one tool for providing client convenience? Be as available as possible; aim to go above and beyond expectations.

“I think a 30-minute turnaround time has made a massive difference for me,” Mactinger says. “If a client calls, e-mails or comes in to see me, I will always reply to them with 30 minutes. This lets them know I value their business and that I appreciate them giving me the opportunity. It also puts their mind at ease knowing I’m working on it and keeps them from wanting to contact someone else or look elsewhere.”

It’s clear Mactinger has that magic touch that keeps clients coming back for more. And while he dreams of opening his own agency one day, for now, you can find him working away, making his clients’ dreams a reality. ✱

“I ALWAYS MAKE SURE I HAVE AT LEAST FIVE BUSINESS CARDS ON ME, PLUS

I’M NOT AFRAID TO CHIME IN WHEN I HEAR SOMEONE TALKING ABOUT TRAVEL.”


How and why did you get into the travel industry? I was fortunate to retire early from Bell (I was a telephone operator) and had time to travel again; a new centre was opening so the timing just all worked.

What do you enjoy about cruising? So many things! It’s such an easy way to see the world – it’s hassle free with as much or as little assistance as you want. And, meeting people from different

countries just proves how much in common we really have.

Tell us about your first cruise. It was for our fifteenth anniversary with two other couples, who were also celebrating the milestone. It was the first “big trip” without kids and we took more than a year to plan – with several dinner parties and all sorts of get-togethers to get six people to pick one spot. Since we couldn’t totally agree, a cruise seemed

Roxanne McDonald, Expedia CruiseShipCenters Brooklin

BASED IN: WHITBY, ON YEARS AS A TRAVEL ADVISOR: 12 YEARS

to be the best option. Fifteen years later, we still talk about how much fun we all had together and independently. We’ve all become cruisers, as have our children. The next cruise was a March Break cruise, which became an annual tradition for seven years, with the group growing to 44 people.

Why do you enjoy selling cruises? There is an itinerary or ship for everyone! It’s a fantastic way to “shop” for


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destinations you may want to revisit; it facilitates multiple destination choices when more than one person is travelling. When planning travel, one person ends up taking care of everything (and typically, it is a female). But cruises get everyone involved in a vacation: kids can enjoy themselves independently as well as with the entire family. Each person can take part in the activities they want to take part in, and still come together for meals. The service is over the top, right down to having your serviette placed on your lap if you wish. Plus, there are so many options – both in destination as well as on board – and, of the several hundred cruises I’ve planned with clients, I’ve never had anyone come back saying they didn’t enjoy themselves.

How many times have you cruised? Fifty-four ocean cruises and one river cruise.

What sets Celebrity Cruises apart from other product on the market? Celebrity’s standard “Go Big, Better, Best” program makes it easy to discuss, and clients understand both the concept and the value. Sometimes, itineraries with other lines are similar (if not the same) but when that’s the case, the value-add that Celebrity offers puts them first every time.

What do your clients enjoy about Celebrity?The attention to detail and innovation is a key selling point with Celebrity; before Edge, the Solstice Class had innovations that other lines simply didn’t such as bigger bathrooms, shower doors (rather than curtains), cupboards and drawers in the bathroom so things stay put, and one of my favourites, the low bar in the shower to make shaving easy (right ladies!?). On the dining, being gluten free myself, I appreciate their leadership in identifying GF, vegetarian and lactose-free items. The Cirquesque Shows were another first on Celebrity, along with more intimate entertainment venues that allow for more opportunity to discover. I have had several 40 cabin-plus groups on Celebrity and they certainly know how to handle all of the details, both before the sailing and then with a dedicated resource on board so that everything goes off without a hitch. What is the next Celebrity experience on your “to do” list and what are you looking forward to for this particular trip? I am fortunate to be going on one of the pre-inaugural sailings of Celebrity Edge. I got to see some of the prototypes at the Miami campus two years ago and participate in a virtual reality tour of the ship, which were both very informative opportunities; seeing the various iterations of the design process. To be on the Edge seeing how that entire

process became the actual vessel will be a fabulous experience, for sure. I am particularly excited to see the Magic Carpet, Eden (with its transformation), the Infinity staterooms and the food, of course! I am grateful to be in this remarkable industry.

How do you qualify a client a Celebrity cruise?Asking mindful questions that requiresome thought, such as: What is yourfavourite dining /entertainmentexperience? What are the top three mostimportant elements do you look for ina vacation?

What advice do you have for other travel advisors looking to grow their cruise sales? Listening to understand where clients are in their vacation interest is key; in a way, it’s like interviewing your clients so you can paint them a picture of what they’re looking for. Sometimes people don’t know the specifics of what they want until they hear it played back to them. Whenever you hear about an activity (sports, fine arts, crafts or any common interest), be sure to ask more about it; you may have a ready-made group as cruise lines have conference and activity facilities for any of that. I’ve seen quilters, dog breeders, companies, bikers and more in groups onboard ships. ✱

WHEN PLANNING TRAVEL, ONE PERSON ENDS UP TAKING CARE OF EVERYTHING

(AND TYPICALLY, IT IS A FEMALE). BUT CRUISES GET EVERYONE INVOLVED IN A VACATION.


What’s in it for you, as a travel advisor, to sell Manulife’s Premium Protection Plan (PPP)?AGNES: When we sell PPP, we are very confident about the product which, in turn, makes the client feel very confident in the product. Plus, the price is competitive, therefore making it easier to sell and still affordable for our clients to purchase. AMANDA: The “cancel for any reason clause” is excellent and gives me peace of mind that my clients are covered for almost anything that may require them to make a claim. It gives us confidence to know that, if we get a phone call from our clients because something has happened, they will be covered and they will be cared for; there is no uncertainty and wondering if claims will be approved.MICHAEL: Knowing that our clients have the best converge on the market and that it can only be purchased through a travel professional (not just any insurance agency) is huge. Although the at-source commission is slightly lower than other products Manulife offers and it’s sometimes at a higher cost to the client, we are selling way more insurance because the coverage is so much better.

How has PPP impacted your travel insurance sales? AGNES: PPP is a more simplified plan with more options, if the client does need to cancel. It has led to 24.8 per cent growth in my insurance sales.AMANDA: PPP amounts to approximately 95 per cent or more of the policies I sell. It makes selling travel insurance easier, because it covers an extensive list of risks, and the “cancel for any reason” clause is also beneficial.

MICHAEL: PPP has allowed my agents to sell more confidently, and because of this, they are selling more insurance and at higher-value premiums. Having just received the 2017 award for highest increase in premium sales, I can say we’ve increased our insurance business more than 40 per cent over last year.

How has your Manulife BDM prepared you for success?AGNES: My BDM, Tracy Emberson, has given us a lot of training – both before and after a new product comes to market. Whenever we have a question, we can e-mail or call her and she always has an answer for us. Tracy also always gives us services and stories, so we can relay this to the client as well. AMANDA: Melissa Peterson, our BDM, holds regular workshops and webinars. She is very helpful, enthusiastic and believes in the product, and she makes it easy to understand. She provides yearly certification training and additional in-house training whenever we request it. Plus, Melissa shows support with agency incentives or client events, and gives us tools to overcome objections from clients.MICHAEL: My Manulife BDM (also Melissa Peterson) has really helped me set goals, has worked with me on incentive programs, and has laid out a plan to get me to that next level. ✱

Top sellers, top sales tipsMANLIFE TRAVEL INSURANCE connected us with three top-selling travel agency owners and advisors – Agnes Pethick, Blowes Travel & Cruise Centres Inc. Stratford, Amanda Campbell, Uniglobe Carefree and Michael Kroeker, president & owner of Bonaventure Travel – who were eager to share their sales highlights for the company.

What makes Manulife a good partner?AGNES: Manulife is a great partner and a wonderful support to our agency. They offer various plans for all ages that are geared to youth and seniors, and are constantly creating new products, making it easier for us (travel advisors) to sell. Plus, the procedure for claims with Manulife is very easy.AMANDA: Manulife takes good care of our clients: they are quick and efficient at processing claims, and they always respond when we have questions about the product and what is/is not covered for our clients. We work together for our clients as they are our number one priority.MICHAEL: Manulife wants to help me grow my business; we’ve done a few in-house incentives and this has led to exponential growth in insurance premiums in my office.

Agnes Pethick

Michael Kroeker

Amanda Campbell


market. We both have the same vision for customer service excellence and keeping clients for life. I do a lot of marketing in newspaper, television and have a number of local consumer events. Collette has professional brochures

that are customized for us and a reservations team that is

second to none.

What sets Collette apart from other product on the market?

Collette has some fantastic products and

destinations on the market. I like the door-to-door sedan

service and that there aren’t a lot of extra costs added in optional excursions; everything is included. Some coach tour companies have optional excursions that can add a significant amount to the tour cost. Plus, Collette is able to custom tours for us and give us the opportunity to have our own private coaches. My agency specializes in customize group tours to many destinations around the world. Our sales have increased with Collette over the past few years and I do expect it to grow even more in the coming years ahead.

What do your clients enjoy about Collette? I most recently travelled on a Collette tour with my clients to Iceland and, I have to say, our tour director, Melanie, was fabulous. The tour was well-organized, the accommodations were excellent and the team on the ground was most attentive and helpful. The tour was excellent and the clients were very impressed with Collette’s attention to detail. It was truly perfect.

How do you upsell Collette product? We are finding a trend in our agency that clients aren’t looking to be a part of a 45- or 55-passenger tour any longer. They are looking for more small-group touring where they can experience the destination fully, and Collette’s Explorations product line suits that demand perfectly. Plus, clients are willing to pay a bit more for a more intimate look at the destination.

How do you qualify a client for Collette tours? We do have clients looking specifically at coach tour companies for many different destinations. We look at what their needs are, where and when they want to go, the itinerary that might best suit their needs and then look to Collette to fulfill all the “wants.”

What advice do you have for other travel advisors looking to grow their group tour sales? Customer service is key. It starts the moment that the client comes into your office. Care about your clients and listen fully to what they need. Create a niche. Don’t follow the crowd. Get in on the ground level and promote tours and destinations before they become popular. Be different. If you do the same thing that every other travel advisor or agency does, expect the same results. Be proactive; network and grow your clients list for life. There are always going to be challenges in this industry. You need to overcome them to be the best that you can be. ✱

Mary LaRocque, Marlin Travel

BASED IN: PETERBOROUGH, ON YEARS AS A TRAVEL ADVISOR: 34 YEARS

What was your first job? My very first job at 12-years-old was a waitress at a small restaurant in the town that I grew up in Eastern Ontario, Mallory-town. In my teenage years, I was a travel advisor in the summer at Hill Island, which is at the border between the U.S. and Canada. I counselled tourists on routes to take and places to see in Ontario. I did this during the day and at night, I sold Alouette Cosmetics at home parties.

Why did you get into the travel industry? I loved working with people and giving them great suggestions about what to see while they were on vacation in Ontario. At 17, I left home and came to Peterborough in 1981 to do a three year program in Travel and Tourism. I graduated in 1984 and have been in the travel industry ever since. After working most of my career with Marlin Travel, I bought my travel agency 14 years ago and haven’t looked back.

What do you enjoy about guided travel? I think the biggest advantage to having a guided tour is the knowledge that tour directors can give to clients. They know the destination and can give clients who are thirsty for knowledge and experience a well-rounded perspective on the place they are visiting.

Why do you enjoy selling Collette’s product, specifically? The team at Collette is willing to work with me to ensure that we both have continued success and repeat business. This is so very important in today’s


am under a microscope in my day to day life at UNIGLOBE and when problems do arise, I am given the opportunity to explain my decisions, for mutual understanding.

We hear you have a “no quit” attitude – what does

this mean and how has it served you in your job?

Life is about perception and when you realize that it is a blessing to just wake up healthy every

day, then any challenge can be conquered with

some patience and positivity, and knowing that nothing good

comes easy. This positive outlook has allowed me to treat every day I come into work as a privilege and I generate that excitement in servicing my clients to the best of my ability, to rise above the day to day adversities. How have you grown your business? Growing my business has meant educat-ing myself on the latest trends, applying the best of my knowledge to my daily tasks and being a good listener to each individual’s needs. Being open to changes and challenges is the start of success. I’ve maintained client loyalty by remember-ing that first and foremost, my clients are people too and they rely on me in a world of alternatives. With this in my mind, I tu-tor them through their needs and provide them with valuable information that they cannot source out easily on their own, making them dependent on me. I

always give a personal touch by inquiring on how they feel with the information I provided and if they need anything else. When dealing with people in general, it cannot be assumed that what is logical to me is logical to another, hence, best to give full clarity, leaving your clients with confidence in making their decision when booking. When servicing a client, make them feel that they are the only impor-tant client at that moment. This builds a comfort, trust and loyalty.

What do you see to be the biggest challenges you face in your job and how do you overcome it? One of the biggest challenges is adapt-ing to the ever-changing industry, and keeping up with the latest enhancements with suppliers and technology. I try my best to not be overwhelmed with these factors and break them down into smaller components by educating myself on what applies to my day-to-day work functions. If I have extra time, then I leap into learn-ing things that I may need to know but it is not routine. Achieving small steps of successful learning helps to build my con-fidence in taking on bigger challenges.

Do you have any specialties? With many successful years in the industry, while I am not a master in any field, I feel I have the knowledge and “know how” to source out any element pertaining to the word “travel.” My specialty is truly a passion to service; I treat each traveller as if I was their personal concierge. ✱

Malika Osman, UNIGLOBE / The Premiere Travel Group

BASED IN: TORONTO, ON YEARS AS A TRAVEL ADVISOR: 22 YEARS

Why did you get into the travel industry?When I graduated high school, my full intention was to enter the medical field but then I got into a car accident and after losing a year of entering University with my friends and some serious injuries, I had time to reflect. With two older siblings in the medical field, my amazing father was the one who steered me into the travel industry, thankfully. He told me that I possessed a positive and well-spirited character and the medical field would bring me down emotionally and mentally as I progressed in age. With this insight, I always knew that my passion in life was to help people and since I was also strong in geography, it became clear that the travel industry was a good fit for my personality type. What makes UNIGLOBE a good organization to work for?UNIGLOBE is a large enough organization to be challenged and grow laterally from a career perspective but personalised enough to feel like a human being and not a corporate robot. The owners/manager collectively put forth their best to provide a message of a supportive environment to all staff from a business and personal level when needed. They also allow the staff to make independent decisions which gives the staff the self-confidence needed to thrive in this busy environment. I personally never feel like I



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VIA sales perspectives

As a VIA Rail traveller yourself, what do you enjoy about the service?I love taking the train! I live in London and frequently use VIA to get into Toronto. I like that I can take an early train in the

morning, have a full day of meetings, and then get back on at the end of

the day. I am not wasting time in the car, or getting stressed out navigating the busy highway, or playing the stop and go game

in the heavy traffic. Nor am I dealing with the hustle and bustle

of airport security! Instead, my travel time is productive. I arrive feeling fresh, and although ready to start my

day, I already have a feeling of accomplish-ment having spent two-plus hours working. I love that the WiFi is complimentary and not complicated to access. The selection of food for purchase in Economy is very good but the service in VIA1 is outstand-ing! The meals are delicious, good quality and always a selection. Lunch and dinner are three courses with hot towel service and wine. You can request a special dietary meal in advance and after your three-course lunch or dinner, you are offered coffee, tea or an after dinner liqueur. ✱

NADIA IACOVELLI, VOYAGES ENCOREBASED IN: MONTREAL, QCYEARS AS A TRAVEL ADVISOR: 20 YEARS

What are a few of your selling strategies for VIA Rail product? We work with a lot of corporate clients, who represent a lot of repeat business with VIA Rail. We offer Business Class as an attractive option, because of meals included and access to speedy WiFi – the latter of which especially appeals to corporate clients, so they can work while travelling. We focus on the value of VIA Rail, such as that it is convenient and cost-effective.

CRISTIE NEWELL, ENSEMBLE TRAVEL GROUP BASED IN: LONDON, ON

Tell us about Ensemble’s relationship with VIA Rail. VIA Rail is a great alternative to driving or air travel, for both business and leisure travellers. It also offers travel advisors the ability to focus on travel within Canada, which is becoming increasingly popular. What advice would you give to travel advisors who live in markets VIA serves? Advisors should first experience the product. They will right away see the comfort and convenience. VIA has made big strides over the past few years in the service, quality and selection of meals; the comfort of the seats; and technology (WiFi, on-board entertainment, the mobile app). Ad-ditionally, consumers need to also know that booking VIA with a travel advisor is an option, so share your experiences on social media and other platforms. Advi-sors should be marketing rail travel to corporate clients as an alternative to air travel or shorter distance commuting.

CHARACTERISTICS OF A TOP VIA AGENTWant to be a top VIA agent? VIA’s Jillian Fisher recommends the following strategies: Become registered to sell VIA through the official travel agent portal on viarail.ca. Experience VIA services for yourself! Many of the best travel advisors are also customers. Understand that VIA offers excellent options for both corporate and leisure travellers. Reach out to VIA when you need help. The trade support desk and sales team are always happy to assist. Actively promote rail travel as a comfortable, convenient and sustainable option to your clients.

Cristie Newell


The VIA logo is a trademark owned by VIA Rail Canada Inc.Le logo VIA est une marque de commerce propriété de VIA Rail Canada inc.

VIA sales perspectives


To increase the fulfillment and compensation of the frontline travel advisor.

THE VIRTUOSO MISSION:

virtuoso.com/thedifference

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