Preview: What to Expect at the 2022 TravelAge West WAVE Awards

During the first year of the COVID-19 pandemic, the TravelAge West editorial team honored the best in travel at its 15th-annual Western Agents’ Votes of Excellence (WAVE) Awards on Dec. 3, 2020.

However, the event looked drastically different than its previous 14 iterations: It was held virtually, streamed from home and attended via Zoom.

The following year, the 16th-annual WAVE Awards began to more closely resemble a 2019 travel industry event. The black-tie awards gala returned to its home at The Ritz-Carlton, Marina del Rey in Marina del Rey, Calif., and attendees were able to reunite in person.

But even then, COVID-19 was front and center.

Many cruise lines had not resumed full operations; hotels were struggling to keep the lights on (and staff on the payroll); and, although travel had picked up, advisors were spending their days trying to keep up with ever-changing health and safety protocols. Rather than homing in on new products, the ceremony featured new pandemic specific award categories that highlighted the ambition and resiliency of suppliers and their support of the trade during a difficult time.

And now, as the 17th-annual WAVE Awards fast approaches, we’re looking at an entirely different world landscape, yet again. However, there’s a silver lining: Travel confidence is at an all-time high, with travel research firms predicting that between 73-90% of U.S. consumers are planning to take a vacation in the next few months.

And for the past year, suppliers have used this momentum to perfect their existing offerings and introduce new ones. 

So, what does that mean for this year’s WAVE Awards? In short: It’s back, and it’s better than ever.

This year’s WAVE Awards should really be a festive celebration of the resilience of the travel industry. Hit after hit, variant after variant, we are still here and still fighting. We deserve a night to acknowledge what we have all been through and celebrate a brighter future together.

“Like so many travel companies, we had to adapt to the circumstances of the pandemic, which meant changing the format and timing of the awards,” said Kenneth Shapiro, Vice President, Publisher and Editor-in-Chief of TravelAge West.

“That was well and good considering the situation, but the WAVE Awards are a pillar of the travel industry in the West, and we know many in the industry look forward to them each year. We are very happy that we can once again get back to what people know and love about the program.”

What’s on the Program for 2022?

This year, there are a total of 69 Editor’s Picks award categories on the program. Longtime favorites that took a leave of absence at some point during the pandemic will return (including “Best New Ship” and “Favorite Three-Night Destination to Sell”), while categories that capitalize on postpandemic trends — such as the boom in destination weddings and the desire to splurge for bucket-list offerings — will make their debut with the “Best All-Inclusive Resort Brand for Weddings” and “Best World Cruise” awards.

And, as per usual, the TravelAge West Trendsetter Awards, which continue to feature the outstanding accomplishments of top travel advisors, will be presented during the gala. 

Categories include Best Use of Social Media; Upward Bound, Rock Star Advisor Under 40; Best Targeted Marketing Idea; and Best Group Booking Effort (Best Client Engagement Strategy and Best Pandemic Business Pivot were retired after last year).

A Show of Support

Choosing the nominees (called “Editor’s Picks”) is a months-long process based on product analysis, on-site visits by TravelAge West’s editorial team and a survey of industry experts. Companies that earn nominations represent every sector of travel (including aviation, cruising, river cruising, rail travel, escorted and FIT tour operators, car rental companies, hotels and resorts, tourism boards, destinations and travel insurance), but there’s one thing all the nominees have in common: an unwavering support for the travel advisor community.

“‘Keep Moving Forward’ is an unofficial mantra for the Viking sales team, but also for our trade partners,” said Michele Saegesser, vice president of sales and national accounts for Viking, which is nominated for nine awards this year (including All-Inclusive Cruise Line Providing the Best Travel Advisor Support). “We have created many new trade tools and thoughtful ideas to support our partners in getting back to business. Travelers are ready to get back to exploring the world — and our diverse portfolio of destinations makes planning travel in 2022, 2023 and beyond a seamless program for booking.”

Viking is just one of many suppliers that snagged multiple nominations this year. The top three earners are Apple Leisure Group (ALG) with 20 nominations across its portfolio; the brands within The Travel Corporation, with 14 nods; and Viking’s nine.

For Jacki Marks, executive vice president of ALG Vacations (ALGV), a nomination for a WAVE Award (or 20) shows not only the company’s care for travel professionals, but also the agents’ loyalty toward ALG brands in return.

“This proves that the travel advisor community trusts our brands and continues to recommend them to their clients,” Marks said. “It is truly an honor that our brands continue to be recognized by travel advisors.”

Brett Tollman, the chairman of The Travel Corporation (which is the parent company of nominated brands Insight Vacations, Luxury Gold, African Travel, Inc. and Trafalgar, along with Uniworld Boutique River Cruises), said the awards specific to trade support and client satisfaction are especially meaningful.

“Obviously, being the best tour operator in each category is very important to us, but so is the highest client satisfaction, having the best travel advisor support and being the best operator for different markets, families and multigenerational travel,” he said.

Obviously, being the best tour operator in each category is very important to us, but so is the highest client satisfaction, having the best travel advisor support and being the best operator for different markets, families and multigenerational travel.

Although ALG, The Travel Corporation and Viking all have decades of experience in the industry, the roster of nominees includes younger companies, too. Virgin Voyages, which is nominated for five awards, first began sailing just eight months ago.

“It’s an honor to be recognized among the most distinguished cruise companies,” said John Diorio, vice president of North American sales for Virgin Voyages. “While all of the nominations are special, there’s one that really resonates with our team, and that’s Cruise Line Providing the Best Travel Advisor Support. It demonstrates Virgin Voyages’ goal of working hand-in-hand with our First Mates and shows how much we value that relationship and supporting the travel advisor community.”

Some suppliers also have a special message for advisors to keep in mind when voting for the Editor’s Picks this month: 

“To all the travel advisors who will be voting for these awards, I hope I speak for everyone in the industry when I say we thank you for voting for whomever you think the best winners are,” Tollman said. “We will all celebrate the final winners, and we should all be happy for each other. This is about our industry overall, first and foremost, and together as an industry, we can ensure the future of our respective businesses.”

“We would love for advisors to vote from their hearts for these awards,” added ALGV’s Marks. “While we hope that ALGV’s brands will be your favorites, we’re honored to be recognized alongside our amazing competitors. This year’s WAVE Awards should really be a festive celebration of the resilience of the travel industry. Hit after hit, variant after variant, we are still here and still fighting. We deserve a night to acknowledge what we have all been through and celebrate a brighter future together.