On June 5, TravelAge West will celebrate a major milestone: the 20th anniversary of the WAVE Awards. And while the program has evolved a great deal from its humble beginnings, it has always stayed true to its original purpose.
“It’s extremely gratifying to see how far the WAVE Awards have come over the past 20 years,” said Kenneth Shapiro, Group Vice President and Editorial Director of TravelAge West, who helped create the event. “But while there has been a lot of growth, the main goal behind the awards has stayed the same — to give travel advisors the chance to honor the partners who excel in creating great vacations for their clients and to celebrate the great work of advisors throughout the industry. I can’t wait to see what the next 20 years bring.”
So, what can attendees expect at this year’s exceptional event? A few surprises, as always, alongside new and favorite award categories, recognition of standout advisors and industry leaders, and plenty of black-tie glamor along the way. Here’s a sneak peek.
What’s New for 2025?
Each year, the editors of TravelAge West give the awards lineup a little shakeup. This time around, that meant adding categories such as Best Travel Technology Provider, which recognizes the ever-growing importance of fine-tuned tech for an advisor’s workflow, and Theme Park With the Highest Client Satisfaction, highlighting the popular attractions as an ongoing driver of many advisors’ business. New cruise awards include Luxury Cruise Line Providing the Best Travel Advisor Support, underlining travelers’ ongoing hunger for upscale experiences, and Best Boutique Cruise Line, recognizing the desire for specialized offerings that speak to clients’ unique preferences.
Among the cruise lines chosen as Editor’s Picks (nominees) in the latter category is Paul Gauguin Cruises, a destination expert long respected for its purpose-built South Pacific ship and culture-focused onboard experience.
“This recognition … validates our unwavering commitment to providing intimate and immersive voyages throughout French Polynesia and the South Pacific,” said Samuel Chamberlain, CEO of the Americas at Ponant Explorations Group, the parent company of Paul Gauguin. “Being recognized by such a respected industry platform, and by travel advisors who have a deep understanding of the market, underscores our ongoing commitment to the destination and our guest experience.”
Paul Gauguin Cruises is an Editor’s Pick for Best Boutique Cruise Line.
Credit: 2025 Paul Gauguin CruisesAs Chamberlain notes, offering a more focused product usually results in a guest experience that goes far beyond the expected highlights “to hidden gems and meaningful cultural moments.”
It’s surely an approach shared by the other nominees in the new category, including Celestyal, Emerald Cruises, SeaDream Yacht Club, Star Clippers and UnCruise Adventures.
For the first time this year, the WAVE Awards will also recognize cruise lines for their shows and nightlife with two distinct categories, instead of one combined award.
Spurred in part by a renewed investment in live entertainment — nominee Norwegian Cruise Line, for instance, has announced four new original productions that will debut across nine ships through September — the two categories are also designed to recognize the increasingly unique and innovative onboard offerings from cruise lines.
Virgin Voyages, nominated for Best Cruise Line for Nightlife, has shown since its inception that it knows how to make a splash in this arena, from its much-talked-about Scarlet Night and PJ Party to other late-night events.
“Music is ingrained in Virgin’s DNA, so when we considered the experiences we wanted Sailors [guests] to have onboard, music was naturally a priority,” said Richard Kilman, vice president of entertainment for Virgin, of the inspiration behind the line’s nightlife. “Our directive was to create the best nightclub and parties at sea, and our Sailors have told us they think we’ve done exactly that. We drew inspiration from iconic nightclubs in Miami, New York and Las Vegas, and also leaned on Richard Branson’s early days as a music exec.”
Virgin Voyages is nominated for its nightlife this year.
Credit: 2025 Virgin VoyagesKilman adds that regardless of the positive feedback on existing offerings, the line won’t stop pushing the envelope anytime soon. New and upcoming activations include the debut of its first Latin dance party, Club Caliente, on Valiant Lady just last month, and Virgin’s take on a glow party coming with the introduction of Brilliant Lady this fall.
Also nominated for standout nightlife offerings are Carnival Cruise Line, Holland America Line, MSC Cruises and Royal Caribbean International. The Editor’s Picks for Best Cruise Line for Shows, meanwhile, include Celebrity Cruises, Disney Cruise Line, Norwegian Cruise Line, Princess and Royal Caribbean International.
Fan Favorites
A slew of returning categories span airlines, car rental companies, cruise and river cruise lines, rail providers, tour operators, hotels and resorts, destinations, travel insurance providers and tourism boards. And many companies racked up impressive overall nomination counts. TTC Tour Brands, with nine Editor’s Picks across its brands, is one such standout.
TTC’s brands are nominated in nine categories this year.
Credit: 2025 TTC Tour Brands“These nominations are a testament to our commitment to putting travel advisors at the forefront of our sales operations,” said Whitney Ramirez, senior vice president of sales for TTC Tour Brands. “Knowing that our efforts are positively resonating with advisors and the editors at TravelAge West motivates us to continue innovating our product, processes and presence within the industry."
Also making a return appearance at this year’s event? The Trendsetter Awards, honoring travel advisors’ hard work, resourcefulness and creativity in five categories: Best Use of Social Media; Upward Bound, Rock Star Advisor Under 40; Best Targeted Marketing Idea; Best Group Booking Effort; and Saving the Day.
Last year’s winning efforts by advisors included a viral group cruise booking of Taylor Swift fans, a client-facing masterclass on Disney’s Genie+ system for theme parks, and a flight from New York to Florida to hand-deliver a client’s forgotten travel documents.
Similar innovation and dedication can be expected from the 2025 class of Trendsetter winners and runners-up, all of whom will be recognized during the WAVE Awards for their contributions to the profession
“At the Globus Family of Brands, we believe travel advisors are not only essential — they’re exceptional,” said Camille Olivere, chief sales officer for the Globus Family of Brands, one of this year’s Trendsetter sponsors (and an Editor’s Pick in nine categories). “Their insight, passion and innovation continue to move our industry forward in meaningful ways. Sponsoring a TravelAge West Trendsetter Award is our way of recognizing and celebrating those who go above and beyond to create life-changing experiences for their clients. It’s an honor to shine a spotlight on those trailblazers helping to shape the future of travel.”
Globus Family of Brands is a Trendsetter Awards sponsor again this year.
Credit: 2025 Volker CorellOne Thing in Common
No matter the number of nominations or the specific categories in which they are recognized, all of the Editor’s Picks share one common factor: an underlying dedication to, and appreciation for, the advisor community.
Like so many of the companies honored across the WAVE Awards, Crystal — with three nominations, including Luxury Cruise Line Providing the Best Travel Advisor Support — understands the key role that travel agents play in a supplier’s success and in their clients’ lives.
“The Crystal product is one that is synonymous with the support and prestige that goes along with that of a valued and trusted travel advisor,” said Matias Lira, senior vice president of trade sales (Americas, U.K., Europe, the Middle East and Africa) at Crystal. “Crystal offers guests valuable components often not quantifiable, similar to the in-depth knowledge and expertise of a great travel advisor. For this reason, we feel that our deep roots and understanding of trusted travel advisors are crucial to the success and overall sales distribution strategy of Crystal."
TTC’s Ramirez agrees, summing up the secret to the company’s success with advisors in just a few words.
“It’s simple: we understand that travel advisors are the backbone of our success,” she said.
The WAVE Awards will celebrate 20 years with a black-tie gala at The Ritz-Carlton, Marina del Rey in Los Angeles on June 5, bringing together the travel industry’s top suppliers and travel advisors. WAVE Awards voting is currently open to advisors throughout the United States, who can cast a vote for their favorite travel partners by April 25 at www.travelagewest.com/wave.
Travel Advisors, Your Vote Matters!
For two decades, the TravelAge
West WAVE Awards have honored the
top suppliers in the travel industry — as chosen by you. Now, it’s time
to recognize the partners who go above and beyond to support your
business and deliver unforgettable client experiences.
From cruises
and tours to resorts, airlines and destinations, who stands out? Cast
your vote and
celebrate the industry’s best!
Voting ends April 25.
