Snowy and beautiful Lake Louise in Banff National Park served as the backdrop this week for 260 SmartFlyer travel advisors and supplier partners attending the organization’s annual CORE (Collaboration, Originality, Relationships and Education) conference, which took place Jan. 22-25 at Fairmont Chateau Lake Louise.
This year, 140 SmartFlyer travel advisors convened with 120 key supplier partners for three days of networking, collaboration and immersive, in-destination activities (including skiing, dog-sledding, snowshoeing and more) for a time to both reflect on the organization’s successes and take a look ahead to 2025.
Here’s what we learned at this year’s conference.
1. After a Banner Year, More Growth Is Expected for 2025 (SmartFlyer’s 35th Anniversary)
The Virtuoso affiliate, which COO and managing partner Erina Pindar describes as a “platform,” rather than a host agency, has a firm grip on the ultra-luxury space. It just wrapped a record-breaking year in 2024, and the SmartFlyer team has their sights set on an even better 2025.
Last year saw a 15% year-over-year increase in revenue, with Pindar noting the pivotal role the past few years has played in defining the company’s mission of building, refining and nurturing a platform where its luxury-minded agency members can thrive within a supportive community of peers.
“The SmartFlyer community is resilient, they’re curious and they’re collectively strong,” she said during her annual 365 Report, which took place during the event’s opening general session. “Together, we’ve grown market share and driven business success for every stakeholder here today."
The SmartFlyer community is resilient, they’re curious and they’re collectively strong.
Pindar said that while SmartFlyer’s onward focus remains rooted in exploration, the organization also serves as a space for members to “come home to,” best illustrated through the development of SmartFlyer's proprietary technology, a consistent brand message and the prioritization of providing “personalized and flexible travel experiences” for an affluent clientele.
“This ensures that you, and we, remain competitive in an ever-changing industry,” Pindar said.
2. SmartFlyer advisors Generate Five Times More Revenue Than the Average Travel Advisor
Speaking of the competition, Pindar showcased SmartFlyer’s booking data to compare the organization’s business to existing industry benchmarks. According to the 2024 Power List from Travel Weekly (sister publication to TravelAge West), the average top-line revenue generated by a consortia-affiliated advisor is just over $500,000. However, SmartFlyer’s agents, on average, generate $2.5 million in revenue, a whopping five-times more than the industry standard.
The top 50 SmartFlyer advisors moved the needle even more last year, accounting for $6.5 million in revenue.
" This agency is undeniably composed of high achievers, and it's an honor to represent such an exceptional group,” Pindar said. “However, it's easy to lose sight of our broader place within the larger ecosystem when we're constantly focusing on maintaining our consistent growth and upward momentum."
Erina Pindar, SmartFlyer managing partner and COO, shared the latest trends and booking data at the event's opening general session.
Credit: 2025 Leila Brewster Photography3. 2025 Booking Trends Include an Increased Interest in Private Retreats, “Reimagined Journeys,” Unexplored Europe and Luxury Cruising
High ADRs (average daily rates) over the past few months have increased traveler expectations, according to Tori Boos, director of marketing, and clients are now expecting their travel advisors to know “more than just where to stay.”
In fact, SmartFlyer has identified several travel trends for 2025 that will influence product and partner strategies. These include accommodations that cater to multigenerational families and private retreats/buyouts; and a push toward lesser-known European gems (such as Scandinavian countries, Slovenia and Austria, in order to alleviate overcrowding).
Other trends mentioned included re-imagining opportunities to return to popular locales (i.e. going beyond safaris in Africa to incorporate cities and beaches, or venturing past Tokyo, Kyoto and Osaka in Japan); and embracing luxury cruising’s transformation into a niche that provides high-end travelers with an intimate, bespoke and personalized experience (Silversea Cruises, The Ritz-Carlton Yacht Collection and Regent Seven Seas Cruises were the top three lines booked, by revenue, by SmartFlyer advisors last year).
The list of 2024’s most-booked hotels were also unveiled at CORE; notably, Los Angeles returned to the list thanks to the Peninsula Beverly Hills, and Lisbon debuted with Bairro Alto Hotel. Other top hotel brands for SmartFlyer advisors include Four Seasons, Rosewood and Cheval Blanc.
Italy, France, Greece, Spain and the United Kingdom have been among the top-visited countries by SmartFlyer clients year after year, but the majority of the top hotels booked (in terms of revenue) featured beach destinations in 2024.
4. New Technology, Programs and an NYC “Penthouse” for SmartFlyer
SmartFlyer is revamping its website in 2025, which aims to provide an enhanced connection with the advisors’ back-end “Society” platform. New integration will allow members to edit their public profile for improved searchability, customize the SmartFlyer editorial content (including data-driven insights and unique itineraries) they see on the back-end, and have access to up-to-date metrics on their selling progress on a personalized dashboard.
Additionally, the new website will include refined search and improved discovery features for advisors’ personalized profiles, as well as co-branding opportunities, Boos said.
“Overall, our digital presence is designed to reinforce SmartFlyer’s positioning as a trusted authority in the luxury travel space, while also amplifying [a member’s] individual credibility,” she said.
In addition, SmartFlyer’s Elevate (preferred partner program) continues to grow, which has led to the 2025 launch of the new Megafam concept, featuring twice as many advisors as traditional SmartFlyer fams.
Finally, SmartFlyer will be opening its new physical home beginning next month; the “SmartFlyer Penthouse,” located in New York City’s West Chelsea neighborhood, will provide a physical space for members and Elevate partners to gather.
5. SmartFlyer Is Seeing a Record Number of Rising Stars and Top Producers
SmartFlyer has several recognition tiers for top-performing agencies, many of which are seeing record-breaking levels of achievement this year.
The “Rising Star” recognition, launched in 2018, is seeing its largest cohort yet, with 33 new-to-the industry honorees highlighted at this year’s CORE (to be recognized as a Rising Star, advisors must see $500,000 in actualized revenue in one calendar year, within the first three years of their careers).
Meanwhile, Club 2A (which was launched in 2021, and is named for SmartFlyer owner Michael Holtz’s favorite airline seat) recognized 74 affiliates who have achieved $2 million in actualized revenue (further, the top 10 agencies within 2A are designated as “Cirrus”).
Finally, SmartFlyer One, established 10 years ago, represents the top 10 producing agencies in all of SmartFlyer; this year’s cohort has seen record-breaking performance metrics, with $182 million in collective revenue (50% of these agencies have surpassed $10 million in annual revenue). If agencies make the SmartFLyer One list five times or more, they are further designated as “Icons.”
SmartFlyer's 2026 CORE Conference Details
In a show of support for the city of Los Angeles, which this month experienced devastating wildfires across the city, SmartFlyer has decided to host next year’s CORE event in Santa Monica, at the Regent Santa Monica Beach Hotel, from January 20-23, 2026.
