The luxury travel market is growing rapidly, a trend reflected at last week’s GTM Luxury conference, which also highlighted the increasing need for travel advisors to educate and immerse themselves in this niche.
The event took place at the JW Marriott L.A Live in Los Angeles, California, where 105 advisors and 122 global suppliers were in attendance, celebrating the second-ever edition of GTM Luxury. (GTM Luxury is hosted by Northstar Travel Group, parent company of TravelAge West, joining the existing GTM North America and GTM West events.)
The conference featured speed-dating-style rounds of six-minute, one-on-one appointments, giving travel advisors and suppliers a focused, personal way to connect. In total, 5,400 appointments were conducted.
Advisors also participated in 16 different 30-minute boardroom sessions, where suppliers delivered presentations on their products and offerings.
Advisors participated in 16 different 30-minute boardroom sessions.
Credit: 2026 Generikal DesignDemand for Luxury
Demand for the event continues to grow, with 105 advisors attending this year, compared to last year’s 75.
The first GTM Luxury was held in August 2025 and at the second iteration, just six months later, 26% of the suppliers in attendance were brand new to the event. Additionally, 60% of travel advisors were first-time participants at any GTM event.
According to Jacqueline Hurst, Head of Trade Advocacy and Engagement for Northstar Travel Group, this year’s conference had the largest waitlist of travel advisors out of all of the GTM conferences, further underscoring the demand for luxury travel content in the industry.
“Advisors are looking for more face-to-face time with luxury suppliers, more options for their high net-worth clients and stronger connections with suppliers and resources,” Hurst said.
Attendees are required to meet strict qualifications, including annual individual sales of $1 million, a minimum of two years of sales experience in the luxury sector, industry references and more.
105 advisors and 122 global suppliers were in attendance.
Credit: 2026 Generikal Design“It’s not just advisors that benefit from this event — this conference is also ideal for suppliers,” Hurst added. “They trust us because we take the time to ensure we have the best attendees. If a supplier comes to this event, they know these are serious agents.”
Advisors echoed that sentiment, pointing to the conference’s format as a key driver of meaningful, result-oriented connections.
“GTM Luxury delivered exactly what I look for in industry gatherings — intentional and meaningful connections with quality products and partners,” said Ashley Stevens, owner and travel advisor at Trellis Travel. “It was designed for productive engagement, and it worked well. I'm already collaborating with one new supplier as a direct result of our meeting, and am actively communicating with others. It's a testament to how well designed the format was that we were able to move from introduction to partnership so quickly.”
The next GTM Luxury event will be held Jan. 20-22, 2027, at JW Marriott LA Live.
