The role of the advisor is also no longer straightforward . There are endless areas of the industry to specialize in and several ways to work as an agent . Some might prefer working with multigenerational families who enjoy traveling to all-inclusive resorts while others are drawn to booking their clients on unique expedition trips to remote destinations around the world .
When it comes to what the requirements are to be a travel advisor , there really are none . Some people jump right into the position out of school and others make the switch later in life after working in other industries . No matter which walks of life advisors come from , they are sure to have something important to contribute to the role .
EXPERTISE AT ALL LEVELS While many think baby boomers and Generation X run the gamut in terms of working as travel advisors , millennials and Generation Z are making a hefty appearance in the agent scene . Many agencies are finding a mix of generations to be the key to success , as everyone has something vital to bring to the table .
Nothing holds a candle to the expertise gained over years of being in the business . The experience from destinations visited on FAM trips , relationships built with suppliers and thousands of consultations with clients is something that doesn ’ t happen overnight . In the same breath , newer advisors provide a fresh set of eyes and new ideas that are equally important .
Julie Ruiz , luxury travel advisor and owner of Love Group Travel , took a winding path that led her to open her own agency in 2016 , and she has five independent contractors . All of them are newer to the industry , but each one contributes something unique to the agency .
“ I currently have five independent contractors working as sub-agents for Love Group Travel . All of them are newer to the industry but all have traveled extensively in their lives ,” said Ruiz . “ One of my advisors was an officer in the Air Force and brings very seasoned luxury travel knowledge to the table . Three have graduated college within the past five years and are able to enhance our travel base knowledge by having the eye on what is important to travelers in their generation and how to target marketing through social media . Each has set a niche that fits perfectly to make our team stronger .”
LEARNING FROM EACH OTHER It ’ s important to be open to working with travel advisors from all different generations and backgrounds , as each type of agent has an area of expertise to share . According to Ruiz , the newer advisors that work for her have fresh eyes and have allowed her to see the importance of targeted marketing .
“ There are several generations that spend more than 25 hours per week on social media looking for content that older generations don ’ t understand ,” Ruiz said . “ Our team is teaching us the importance in educating the consumer with things like ‘ tips & tricks ’ for travel , breaking the stereotype of a travel advisor , limiting options with vacation itineraries , safety , last minute deals and more trips = more Instagrammable moments .”
Bret Cook , a beach resort specialist at Love to Travel , has learned a lot from working with veteran advisors in the industry . His mom started Love to Travel in 1993 , and his dad began working with the agency in 2014 . While he ’ s only been at the agency for under a year , he ’ s been fortunate enough to travel to several destinations throughout his lifetime . This paired with his prior sales experience has made for a smooth transition into his travel advisory role .
“ The main thing I have learned from the veteran advisors is that every client is different ,” said Cook . “ You need to listen to what their needs are and focus on how you can make their travel experience the best as possible . It takes a lot of time and research to understand which destination and resort will be the best option for each client , but the end goal is to make sure they have a great time and feel like they have an advisor they can trust .”
LISTENING IS KEY If you aren ’ t quite sure how to approach working with different generations , the first thing you can do is take a step back and simply listen to what they have to offer . “ Try to refrain from ‘ this is how we have always
Kim and Brad Cook of Love to Travel
done it ,’” said Ruiz . “ Trust me , your newer advisors or younger generation clients will rely on you for your experience and expertise . Your business will thrive by the sharing of knowledge and communication flowing between the generations .”
In addition to listening , it ’ s important to stay inquisitive and observe the dayto-day actions of others in the agency . “ I think the best thing to do is to consistently ask questions and listen to what more experienced advisors are doing . You can gain a lot of knowledge just by hearing them on the phone , asking why they are suggesting certain resorts for specific clients , etc . I would also suggest constantly doing your own research on destinations , resorts , etc . I think everyone has different strengths so you can really benefit from one another no matter what generation you are ,” said Cook .
For Ruiz and her team at Love Group Travel , they ’ ve found success in collaborating with one another : “ The team approach and networking between advisors has been the most crucial component to my growth and growth in my agency .”
Though you can certainly learn from other travel advisors when you attend industry events , working across generations within your agency might be the move that takes your business to the next level .
SPRING 2023 / THE COMPASS / 39