When TravelAge West’s annual Western Agents’ Votes of Excellence (WAVE) Awards gala takes place on June 8, much of the event will be familiar from past years: Representatives from across the travel industry will come together (dressed in their black-tie best) to celebrate top suppliers, industry leaders and innovative travel advisors.
What’s new for this year, however, are a slew of first-time award categories, added to reflect the niches that are growing in popularity among travelers at a seemingly unstoppable rate.
Here’s a preview of what the 2023 WAVE Awards will showcase.
Leaning Into Luxury
One of the biggest ongoing trends of the past few years is the high demand for luxury travel. As the industry has seen over the course of the pandemic, losing the privilege of travel has inspired clients to book bigger and better trips when they hit the road again. Longer stays, private tours and transfers, upgraded room categories and extra amenities are just a few of the splurges that travelers are springing for more frequently these days.
“The last three years have been an extraordinary learning experience for everyone in the travel industry,” said Alex Pinelo, senior vice president of sales at AmaWaterways. “During the onset of the COVID-19 pandemic, people felt trapped as the travel industry came to an urgent halt. Since international travel has opened back up, we’ve seen significant demand for luxurious vacations as people are yearning to bring their travel dreams to life … and rather than simply going on vacation, travelers are looking to go all out and take advantage of unique, upscale opportunities.”
AmaWaterways is one of seven Editor’s Picks for the new category “Best River Cruise Line for Luxury,” a niche that fully embodies the evolution of luxury travel from the old standard of opulent amenities to today’s focus on experiences — which are more meaningful than ever before.
“'Luxury’ is no longer determined by a price point; it’s defined by the experience provided to cruisers,” said Pam Hoffee, president of Avalon Waterways, another luxury river cruise nominee. “Freedom, flexibility, immersion, off-the-beaten-path exploration, personalization … these are the words — and the feelings — travelers want in a luxury experience.”
Freedom, flexibility, immersion, off-the-beaten-path exploration, personalization … these are the words — and the feelings — travelers want in a luxury experience.
Other new categories for this year that focus on the upscale market include “Best Luxury Hotel Brand,” “Best International First/Business Class” and “Best Cruise Line for Luxury.” That last segment, in particular, is seeing a huge influx of luxury products, from high-end yachts to innovative suite products and luxe takes on adventurous expeditions.
Of course, nominees in this category know that no amount of flashy gadgets can replace the top-tier service that luxury clients will always expect.
“Silversea was one of the first lines in the industry to bring ultra luxury to the sea, and although it’s evolved over the years, one thing remains constant — the ongoing need for five-star service, intimate ships and constant innovation to exceed guest expectations,” said Brad Ball, spokesperson for Silversea Cruises, a nominated line.
Stellar Service
Of course, wanting high-quality service isn’t limited to luxury clients — and, in fact, delivering on expectations is more relevant across the board, given the staffing shortages and accompanying issues that the travel industry has faced in recent years.
For these reasons, TravelAge West is recognizing the “Best Airline Loyalty Program” this year, highlighting airlines that have earned their customers’ ongoing dedication and repeat business.
“We believe loyalty is a two-way street,” said a spokesperson for Southwest Airlines, which is nominated in this category. “It’s important to create genuine and meaningful bonds with our members, and reward them for their loyalty.”
High-touch service — for both travel advisors and their clients — is a hallmark of another new award this year: “Best DMC, Europe.” Working closely with agents to create customized itineraries full of insider experiences, destination management companies (DMCs) know how to deliver on personalized service and attention. What’s more, they rely heavily on their advisor partners and fully recognize their value.
We truly would not be able to succeed without [travel advisors’] continuous support, and for that we are always thankful.
“Thank you to all our lovely travel advisors who have supported our small, female-run business since the beginning,” said Maja Gudelj, senior director of travel industry relations for Olive Tree Escapes, a nominated DMC. “We truly would not be able to succeed without their continuous support, and for that we are always thankful.”
Recognizing Responsibility
Now more than ever, research shows that travelers are increasingly aware of, and concerned with, the impact that travel has on the environment and local communities. With this heightened attention on sustainable and responsible practices, this year’s WAVE Awards will for the first time recognize the “Best Tour Company Foundation for Responsible Travel.”
One nominee, G Adventures’ Planeterra, confirms the noteworthy shift in how clients are thinking about travel.
“We are definitely noticing that travelers are becoming more aware of their power,” said Jenn Stevens, U.S. trade marketing manager for G Adventures. “They are beginning to ask more questions about where their tourism dollars go, who benefits and what part they can play in creating a sustainable future.”
Any advisors who aren’t yet educating themselves in this space would be well-served to do so. Not only will they be better equipped to answer the growing call among clients for responsible travel, but they can also be part of a larger positive impact.
We know that travel can be a force for good, and we want our fantastic travel advisor community to continue to support companies that can create positive change.
“We know that travel can be a force for good, and we want our fantastic travel advisor community to continue to support companies that can create positive change in the places and communities that their clients visit,” said Biheng Zhang, general manger of The Intrepid Foundation, another Editor’s Pick.
The Rise of Antarctica
There’s no denying that a polar destination has become one of the hottest travel experiences on the planet. With so many new cruise products debuting at the South Pole, this year’s WAVE Awards will recognize the “Best Cruise Line for Antarctica Sailings,” with an impressive nominee pool of 11 lines.
Ranging from more established and traditional expeditions to the new class of super-luxe additions, the Editor’s Picks in this category show just how varied and exciting Antarctica cruise offerings have become.
“To be nominated within this category is truly a testament to the unique product Scenic delivers with our ultra-luxury yacht experience in the most remote region in the world, offering the complete view — from the ship, from above in our quiet helicopters, from below in our electric submersible and from the continent, both on land and in the water,” said Ken Muskat, managing director of Scenic Group USA.
Regardless of the category, WAVE nominees all have one thing in common: They understand the importance of travel advisors and value their business more than ever.
As Singapore Airlines (a nominee for Best International First/Business Class) put it, “We’d like to extend our sincere thanks and appreciation to the travel advisor community for their ongoing support as we worked together to navigate one of our industry’s most challenging periods. We are grateful for their consistent partnership.”
The 2023 WAVE Awards gala will take place on June 8, at The Ritz-Carlton, Marina del Rey in Marina del Rey, Calif.
Cast Your Vote by April 30
The TravelAge West editorial team has recognized travel suppliers across 76 categories for their outstanding products, service and travel advisor support. These suppliers are the 2023 WAVE Awards Editor’s Pick recipients.
Now, it’s your turn to select the best of the best and cast your vote for your favorites.
Vote here by April 30 to celebrate your favorite partners.
