Reflecting on the Pandemic, GTM's New Advisory Board Focuses on the Positives

In a virtual kickoff meeting, the exceptional advisors who make up the new Global Travel Marketplace Advisory Board shared what keeps them optimistic about travel and their agency businesses.

The 12-member board is currently preparing for its first gathering at GTM West on Sept. 17 at The Westin Paloma Resort & Spa in Tucson, Ariz. 

Among the pandemic silver linings for the busy board members was the opportunity to finally take a break and focus on their businesses.

“We had been growing so quickly before COVID-19,” said Jade Monzo, owner of Rope Drop Travel In New Jersey. “Putting [on] the breaks has allowed me to streamline all documents and clean up everything.” 

Nick Pena, owner of a Cruise Planners agency in Orlando, Fla., also said he learned to streamline his processes — something he never had time for before. 

Pena added that the pandemic also led to him learning to niche down as a luxury travel advisor.

“Before, I was scared to say ‘no’ to a sale,” he said. “That broad approach didn’t work as well. The more I niche, the more I’m selling.”

It makes us stronger and better as advisors, gives us better commissions and more hotels we can sell, and we’re rockstars to our clients.

Andrea Williams, owner of Exquisite Vacations in Miami, also pivoted her niche strategy.

“I tapped into another market besides weddings,” Williams said, though she admitted that rebooking destination weddings two or three times during the pandemic has made her an even bigger pro at planning them. 

Williams also traveled a lot during the pandemic, which allowed her to soft advertise that she was still in business, as well as test COVID-19 protocols and see how destinations were adapting to changes. Her experiences led to her expanding into the group travel market. 

“When your friends are traveling in a social group trip, there are less deviations — they all want to go for the same number of nights,” she said. 

For others, working on the business meant forming closer bonds with colleagues.

Monday Evans, the Alabama-based owner of Magic of Mickey Travel/Adventure Awaits Travel, says that that she has been able to meet with her team more frequently.

“It used to be once or twice per year, but now it’s monthly,” the 21-year veteran agent said.  

On the other hand, Danny Genung, owner of Harr Travel in Redlands, Calif., expressed that unlike most advisors, he was unable to take a breather and focus on business practices. His agency did five times the business in 2020 than in 2019.

RELATED: How a 40-Year-Old Travel Agency Is Achieving Its Best Sales Ever During COVID-19

“Our primary way to get business is through our YouTube videos,” he said. “And [during the pandemic,] people went home and watched YouTube. We saw a major shift in demographic from 30s to late 40s (and older).”

And while many businesses shied away from making major moves, agencies that did undergo big changes — such as launches and partnerships — are reaping the rewards.

Debra Brown, owner of SB World Luxe Travel in Atlanta, opened her agency’s storefront in January 2020. The grand opening took place in February. 

“Being one of the only retail storefronts in Atlanta, everyone was looking for a travel agency — someone to ask questions to because of the pandemic,” she said.

Brown said she received many hits through Google searches for a travel agent who could assist during the pandemic.

“Now, everyone knows where the agency is,” she said. “It was worth the investment. Outside of COVID-19, I’m not sure it would have been the case.”

Donna Wolfe, an independent contractor for Plaza Travel in Woodland Hills, Calif., said that her agency pivoted by partnering with Frosch Travel.

“We are completely separate, but we have all the benefits of Frosch,” Wolfe said. “It’s the best thing that has ever happened. It makes us stronger and better as advisors, gives us better commissions and more hotels we can sell, and we’re rockstars to our clients.”