Last week, more than 2,100 people attended the annual Signature Travel Network Conference, which took place at The Venetian Resort Hotel Casino in Las Vegas. Attendees included about 1,300 travel advisors — with nearly 400 attending the event for the first time — along with more than 800 preferred partner attendees that included representatives from 45 new network partner companies. Attendance well exceeded 2021’s conference.
"Signature’s continued growth reflects the power of a focused vision and mission,” said Alex Sharpe, president and CEO of Signature. “We serve both members and partners by creating inspirational and results-oriented marketing campaigns that drive sales, while also providing advisors the training and technology tools and support they need to navigate the evolving complexities of travel today.”
The theme for this year’s conference was “Together,” (the same theme as its annual Owners Meeting, which took place this year in September in Nashville) and attendees celebrated the strong partnerships and collaboration that fueled the group’s recovery coming out of the pandemic.
“To me, what ‘Together’ means is the fact that the network has done an incredible job creating a community of members, partners and the Signature team,” said Ignacio Maza, executive vice president for Signature. “It has been so powerful. Not only are we through the worst of COVID-19, but we are incredibly optimistic and bullish about the future. I am in awe of my colleagues and the partners who have been so supportive, and our advisors, who are just extraordinary people.”
Not only are we through the worst of COVID-19, but we are incredibly optimistic and bullish about the future.
In fact, the collective strength of the organization was a theme throughout the event, with a wide range of suppliers coming on stage to support — and often attempt to woo — the group of luxury advisors who collectively account for more than $11 billion in travel sales.
The network is having a very successful year in terms of revenue: Hotel bookings, for instance, are at 127% of 2019 sales. Looking ahead to 2023, overall Signature bookings are pacing far ahead of 2022.
More Resources and Support for New Members
With agency owners looking to grow, Signature is continuing to add resources and support for agencies as they recruit and train new agents.
“There’s definitely a lot for new advisors to learn,” Sharpe said. “What we tell them is focus. Pick something you’re passionate about, pick something you have an affinity toward, and go in that direction and then expand from there.”
There’s definitely a lot for new advisors to learn. What we tell them is focus. Pick something you’re passionate about, pick something you have an affinity toward, and go in that direction and then expand from there.
Another topic that was discussed at the conference was Signature’s support for better commission payment policies for advisors.
“I would love to see suppliers pay commission when advisors book,” Sharpe said. “But if we could see all partners pay right after final payment, then things are going to be a lot easier and fairer for all parties. Now that we are getting back to more normal booking and cancellation procedures, suppliers can be more creative when it comes to rewarding advisors.”
Other highlights of the conference included an overview of the top destinations for 2023 by Maza; a look at the latest technology tools by Karen Yeates, executive vice president of information technologies; and a marketing presentation by Karryn Christopher, executive vice president of marketing and preferred partnerships.
