These Travel Advisors Won 2025 TravelAge West Trendsetter Awards

For the past 20 years, TravelAge West has honored the travel industry’s top suppliers with our annual WAVE Awards. This year, more than 7,200 votes were cast across 77 categories, making the 2025 WAVE Awards the biggest yet. 

As part of the celebration, we also recognized standout travel advisors through our Trendsetter Awards. This year’s honors span five categories, and highlight imaginative, compassionate and forward-thinking agents who are true stars.

Here, you can read all about this year’s 20th anniversary WAVE Awards. You can find out even more about our TravelAge West Trendsetters online and through our Humans in the Hot Seat podcast series, where we profile each advisor. 

Best Group Booking Effort

Lisa McCarl, McCarl Travel

Lisa McCarl, of McCarl Travel, delivered a standout group booking effort by selling out a full-ship, plant-based culinary cruise onboard Windstar Cruises’ Star Breeze for February 2025. In partnership with the National Health Association (NHA), McCarl managed all logistics for more than 230 guests — many new to cruising — while helping Windstar adapt its culinary operations to support a whole-food, plant-based experience. Despite six rounds of flight disruptions and 80 cancellations, she swiftly filled open spots thanks to strong demand, ultimately generating $1.2 million in sales.

McCarl sees more travel suppliers making a genuine effort to embrace NHA culinary specifications for health by promoting plant-based meals.

"It is very rewarding to help teach cruise companies to provide whole-food, plant-based meals that prevent and reverse life-threatening chronic illnesses,” McCarl said. "Many of my plant-based clients stopped traveling because they were not able to find healthy, plant-based meals. It is gratifying to help people enjoy wonderful travel experiences while restoring and maintaining their health.” McCarl says she loves helping people and serving as an advocate for her clients.

"I help the NHA arrange up to four plant-based vacations each year and it is extremely rewarding to support the friendships that are growing among our repeat travelers,” she said. “Group travel is fun, and it builds community. It is a privilege to have wonderful long-term relationships with clients and travel industry partners. Treat your clients well and find ways to go above and beyond for them. The effort you put into planning every travel experience creates a lifetime of memories for your clients.”

SPONSORED BY: Globus Family of Brands 

The winner and runner-up in this category each received their choice of any seven-night (or less) Avalon Waterways Suite Rewards river cruise for travel in 2025.

Runner-Up: Kaitlyn Metzler, Kelly Kirk and Aurora Brick, Travelmation

Travelmation’s Kaitlyn Metzler (pictured above), Kelly Kirk and Aurora Brick understand the power of a strong niche market. This powerhouse trio of veterinarians and travel advisors came up with a simple idea — offering continuing education at sea — and used that to create a multi-year, multimillion-dollar success story. Over four consecutive years, they have grown their veterinary continuing education cruise to consistently attract more than 400 participants annually. Their 2026 Alaska sailing on Royal Caribbean’s Anthem of the Seas sold out within 40 minutes and has already surpassed $1 million in revenue, doubling past years in size and value. 

Upward Bound, Rock Star Advisor Under 40

Sam Johnson, Prescription Travel

In just under three years, Sam Johnson has emerged as a rising force in the travel industry. As co-founder of Prescription Travel, he has not only built a thriving business with impressive sales and elite supplier partnerships, but he has also dedicated himself to uplifting the next generation of advisors. Johnson co-created an award-winning internship program that connects university students with real-world experience in travel sales — a program that began at his alma mater, the University of Georgia, and has since expanded nationally. Johnson’s professionalism and passion for making the industry more inclusive and accessible make him a true rock star on the rise.

"Winning the Trendsetter Award is such a milestone for me — to be honored this early in my career is something I don’t take lightly,” Johnson said. “I’m incredibly grateful for the friendships, mentorship and guidance that have shaped my path so far. This industry is full of possibility, and I hope to keep sharing that spirit — with fellow advisors, future Trendsetters and anyone ready to explore where luxury travel can take us next.”

RELATED: Here Are the Winners of the 2024 TravelAge West Trendsetter Awards 

He feels the best advice for his fellow advisors is to remain curious, stay adventurous and never stop learning. 

"Take every opportunity to travel that you can,” he said. “Also, don’t be afraid to bet on yourself and take big swings. Go after the business you want, have confidence in yourself and trust that it will work out. And most importantly, lean on those around you. Build an environment where you feel supported.”

SPONSORED BY: Hyatt’s Inclusive Collection

The winner in this category received a three-night stay for two at Secrets Baby Beach Aruba. The runner-up got a three-night stay for two at Secrets Playa Esmeralda in the Dominican Republic.

Runner-Up: Mallory Wheeler, Kingdom Luxe Travel

At the helm of Kingdom Luxe Travel, Mallory Wheeler is redefining what luxury travel means with a purpose-driven model — donating 50% of commissions to charitable causes selected by clients. This innovative approach allows travelers to explore the world while making a meaningful difference, combining high-touch service with heartfelt impact. 

Best Targeted Marketing Idea

Jennifer Buck, Love Travel Collection

Love Travel Collection’s Jennifer Buck created a heartfelt, client-centered campaign that celebrated real travel memories through “The Love Awards” and “Love Notes” initiatives. By spotlighting client experiences across key travel brands, and recognizing the advisors behind them, Jennifer built emotional connections, inspired loyalty and generated significant bookings — helping her to surpass $1 million in sales for 2025. Her innovative, story-driven approach exemplifies the power of personalized marketing in today’s travel landscape.

RELATED: How Theresa Curbelo, a Trendsetter Awards Runner-Up, Is Finding Success With Group Travel 

"Our campaign, inspired by our agency owner Christine Gibson-Love, put clients at the heart of everything,” Buck said. “The Love Awards and Love Notes celebrated real stories and genuine moments shared by real travelers. Clients loved sharing their memories, and our travel advisors felt seen and appreciated. It brought our entire Love Travel Collection community together in a joyful, heartfelt way. I think we were honored with this award because the campaign was personal, creative and reflected our mission: sharing our love of travel.”

Buck called attending the WAVE and Trendsetter Awards dinner a highlight of her career.

"Walking into the ballroom truly took my breath away,” she said. “It took a moment for it all to sink in that I was actually there, and part of something so special. Being presented the award was a moment I’ll never forget. I had tears in my eyes the entire time. Magic happens when you keep dreaming big, working hard when no one is looking, learning something new everyday and always doing the next right thing.” 

SPONSORED BY: Princess

The winner and runner-up each received a balcony stateroom for two on a 2025 Princess seven-day Mexican Riviera or seven-day Caribbean cruise.

Runner-Up: Beci Mahnken, MEI-Travel

Beci Mahnken, of MEI-Travel, pioneered an influencer and community-driven growth strategy that taps into trusted niche communities — from Disney fans to cruise lovers — to introduce first-time travelers to the value of working with a travel advisor. Through strategic partnerships with influencers and podcasters, co-branded group trips and authentic engagement, this approach transformed hesitant travelers into loyal clients and generated sustainable, multi-six-figure revenue.

Best Use of Social Media

Katie Brown, Travelmation

Over the course of just nine months, Katie Brown, of Travelmation, grew her Instagram audience from 5,000 to nearly 50,000, leveraging her platform to build trust, humanize travel planning and showcase the value of working with a dedicated advisor. By integrating personal storytelling — particularly around her family’s adoption journey — with practical travel content, Brown has created a loyal community that has resulted in more than $1 million in sales attributed directly to Instagram in 2025 alone.

"When I started in travel five years ago, I was just trying to raise money for adoption — I never imagined it would grow into a multimillion-dollar business,” Brown said. “This award shows that a beginner with a young child can truly carve out her place in this industry.”

Brown enjoys social media because it’s always evolving. But regardless of the trends that come and go, she feels authenticity is a key to success. 

"I think people want to see real life on the internet, and I try to bring that every day to my Instagram,” she said. “I blend my travel and work with family life and all the crazy day-to-day stuff that happens. I mean, let’s be honest — people love buying from people who are actually real, not some perfectly curated version of themselves."

RELATED: How the 2023 TravelAge West Trendsetter Award Winners Are Leveling Up Their Businesses

Her tip for fellow advisors is to put yourself out there.

"You have to show up on your social media because people want to buy from you,” Brown said. “A lot of times we think people expect us to be picture-perfect on the internet, when really I think they like us more when we’re not.”

SPONSORED BY: Sandals

The winner and runner-up in this category each received a five-night stay for two at any Sandals or Beaches Resort.

Runner-Up: Jamie Rumph, Love of the Magic Vacations

Jamie Rumph has strategically transformed social media into a scalable business engine for Love of the Magic Vacations through influencer partnerships that generate both group and FIT travel sales. Her model harnesses the power of relationships that influencers have already built, then nurtures those leads into real bookings. Her efforts have elevated her visibility while helping influencers engage their audiences more deeply, and her strategy generated a minimum of $250,000 in social-media-driven sales in 2024.

Saving the Day

Jackie Waechter, Blissful Vacations

Ten days before her destination wedding, a bride lost her mother in a tragic car accident. That’s when Blissful Vacations’ Jackie Waechter became more than a travel advisor — she became a counselor, advocate and steady voice of support for the couple. Navigating uncharted territory, Waechter secured a full refund without insurance for the mother’s booking, ensured the funds were transferred to the grieving couple and worked with the resort to take care of all the necessary details. 

"Travel advisors are often called to ‘save the day’ — whether because of a delayed flight or an unhappy client,” Waechter said. “It’s so nice to know we can make an enormous difference in a client’s overall experience. It was an unfortunate set of circumstances for my clients that required me to have an attitude of care and humanity over collecting a paycheck. I looked at my clients with the eyes of a mom, thinking that I would want someone to treat my kids the same way in the given circumstances.” 

Waechter knows things will invariably go wrong when her clients are traveling, so patience and understanding are a must. She always tries to treat her clients like family.

"I love the emails I get from clients after the trip is complete and they have had the time of their lives,” she said. “Travel is priceless. I’d rather collect experiences over things. I have been blessed with this career that allows me to see the world and then come back and appreciate home even more.”

SPONSORED BY: Travel Insured International in partnership with Sceptre Vacations

The winner and runner-up in this category each received a Dublin, Ireland, Explorer Package for two provided by Sceptre Vacations.

Runner-Up: Autumn Trussell-Murray, Abundant Travel – Dream Vacations

When tragedy struck a couple mid-cruise — learning a parent had suffered a massive stroke — Autumn Trussell-Murray, of Abundant Travel – Dream Vacations, sprang into action from thousands of miles away. She coordinated with Princess, secured nearly sold-out flights from St. Thomas to Chicago, and arranged emotional support measures such as in-room comforts and free phone access so the couple could say their goodbyes. Trussell-Murray went even further, negotiating a later disembarkation, private transfers and personal care from United Airlines — all within 48 hours.