For the past 21 years, TravelAge West has honored the travel industry’s top suppliers with our annual WAVE Awards. This year, 230 companies, destinations and organizations were nominated and honored across 74 categories, with thousands of votes cast to determine the winners.
As part of the celebration, TravelAge West also spotlighted exceptional travel advisors through the Trendsetter Awards. This year’s recipients are standout professionals using their creativity, dedication and expertise to help drive the industry forward.
Continue reading to meet this year’s nominees, and consider learning even more about them through our special Humans in the Hot Seat podcast miniseries, where awardees share the inspiring stories behind their success.
Nominees Jared Hanel and Jackie Matthews with Camille Olivere of Globus Family of Brands.
Credit: 2026 JC OliveraBest Group Booking Effort
Jared Hanel, Direct Travel
Jared Hanel of Direct Travel sold a fully packaged, 116-night full world cruise onboard Princess Cruises’ Island Princess for an impressive 267 guests. The booking included first-class airfare, a pre-cruise hotel stay, a bon voyage dinner and the Princess Plus package (featuring drinks, Wi-Fi, casual dining, room service, shore excursion credit and prepaid crew appreciation), creating a seamless luxury experience for travelers. Through just two email campaigns, Hanel and his team secured all 267 clients, generating more than $726,000 in commission with Princess Cruises and creating one of the largest and most valuable group departures in the agency’s history. Despite the complexity of coordinating flights and logistics across multiple gateways, the team successfully transformed a high-ticket itinerary into a value-driven experience that strengthened both client loyalty and supplier partnerships.
“The best aspect of receiving this award was the affirmation of accomplishing something that even we once believed might not be possible: transforming the complex logistics of a 116-night world cruise into a comprehensive travel package that felt accessible, seamless and exciting for hundreds of guests,” Hanel said. “Together with my exceptional team, we worked tirelessly to ensure that one of the greatest journeys of our guests’ lives unfolded flawlessly. I believe we were recognized for the creativity, value and attention to detail that we brought to the experience, while never losing sight of the guests at the center of it all.”
SPONSORED BY: Globus Family of Brands
The winner and runner-up in this category received their choice of any seven-night (or less) Avalon Waterways Suite Rewards river cruise for travel in 2026.
Runner-Up: Jackie Matthews, Adventure Awaits World Travel
Jackie Matthews turned a small-ship cruise into a business-building opportunity through thoughtful planning and personalized experiences. After presenting a Viking Vesta sailing to an affluent, 55-plus community, Matthews secured seven couples for a 14-night voyage from Barcelona to Reykjavik, Iceland. She enhanced the trip with exclusive tours in Barcelona; Iceland; and Liverpool, England, including a private Beatles experience led by guides with family ties to the band. By fostering connections among travelers and delivering customized service throughout the journey, she created relationships that generated repeat bookings, referrals and continued growth for her business.
Nominees Christina Vieira and Rebecca Smiley with Mary Ellen Burke of Hyatt's Inclusive Collection.
Credit: 2026 JC OliveraUpward Bound, Rock Star Advisor Under 40
Christina Vieira, Showcase the World Travel
Christina Vieira has quickly established herself as a leader within the travel advisor profession. As the owner of Showcase the World Travel (hosted by Gifted Travel Network) and founder of Magic Made Simple, a marketing business that supports advisors and entrepreneurs, she balances multiple ventures while remaining deeply committed to mentorship and industry advocacy. Vieira serves as chair of the American Society of Travel Advisors Northern New England’s Young Professionals Society and has played an instrumental role in building opportunities for emerging advisors through collaboration, networking initiatives and leadership development. She has also served as a guide at TravelAge West’s Future Leaders in Travel event, and has been recognized nationally as part of the TravelPulse 40 Under 40 list. Through her businesses, mentorship roles and volunteer positions, Vieira continues to inspire and support the next generation of travel advisors as they follow their professional passions.
“Too often, advisors get caught up in what they think they should be doing instead of focusing on what they do best,” Vieira said. “Decide who you want to work with, what kind of work excites you and what success looks like for you. Then, build your business around that vision and be unapologetic about it. Your unique perspective and expertise are your greatest assets. The more confidently you embrace them, the more successful and fulfilled you’ll be.”
SPONSORED BY: Hyatt's Inclusive Collection
The winner in this category received a three-night stay for two at Zoetry Agua Punta Cana, and the runner-up received a three-night stay for two at Secrets Playa Mujeres Golf & Spa Resort.
Runner-Up: Rebecca Smiley, Smiley Travel
In just four years, Rebecca Smiley, CEO and travel advisor at Smiley Travel, has built a thriving business while helping other advisors. After becoming the first advisor under 30 at KHM Travel Group to achieve Diamond Level status, she transitioned from higher education to building a six-figure travel business. Smiley also launched KHM Young Professionals, a mentorship and networking organization that has grown to nearly 200 advisors worldwide. Through networking events, peer mentorship and educational programming, she is supporting her peers as they grow their businesses.
Nominees Kieran and Sherri Murry and Hope Reynolds with Marsha Patrick of Princess Cruises.
Credit: 2026 JC OliveraKieran and Sherri Murry have developed a niche river cruise business for wine lovers from the Pacific Northwest. What began as a Facebook group for aficionados five years ago has evolved into a charter program featuring full-ship AmaWaterways sailings. Working with wine groups, the husband-and-wife duo markets exclusive river cruise experiences to wine club members, creating a targeted and effective sales channel. Their strategy generated more than $3 million in AmaWaterways sales in 2025 alone and positioned them as leaders in the wine travel space. By focusing on relationships rather than traditional advertising, the Murrys have created a model that continues to drive exceptional results.
Winning this Trendsetter Award has only strengthened those relationships, opening the door to new partnerships and business opportunities.
“We can use this achievement as a credibility badge of honor when we are talking to wine partners for our groups and charters,” the couple said. “We have many wine industry leaders who follow us, and they began reaching out with their congratulations immediately after we won. We also had potential wine partners email us the next day inquiring about working with us for groups and charters.”
SPONSORED BY: Princess
The winner and runner-up in this category received a balcony stateroom for two on a seven-day 2026 Princess Mexican Riviera or Caribbean cruise.
Runner-up: Hope Reynolds, Timeless Travel Collective
Through a six-week campaign designed specifically for honeymooners and celebration travelers, Hope Reynolds used educational content and relationship-driven messaging to attract clients seeking personalized service and professional guidance. The campaign generated 63 qualified leads, 55 consultations and 37 confirmed bookings, resulting in $1.3 million in travel sales. By emphasizing expertise and client fit over mass-market appeal, Reynolds created a repeatable marketing framework that continues to generate strong conversions and long-term client relationships.
Nominees Derek and Amanda Phillips and RacQuelle-Major Holland with David Ridge of Sandals.
Credit: 2026 JC OliveraBest Use of Social Media
Derek and Amanda Phillips, Island Time Travel
Amanda and Derek Phillips turned their passion for sharing cruise insights into the foundation of a successful business. After launching a travel-focused YouTube channel, Island Time Travel, they built an audience that now drives 100% of their agency’s business. With more than 36,000 YouTube subscribers, 13,000 Facebook followers and more than 5 million views each month, the duo has created a platform that educates travelers while generating substantial revenue. Their ability to connect with audiences through authentic content has resulted in an estimated $300,000 in annual commissions and positioned their agency as a trusted source for cruise and travel advice.
“Our social media isn’t just about promoting travel — it’s about building relationships,” the couple said. “We have created a community where people come together to learn, laugh, share experiences and dream about their next adventure. Our community cheers each other on, learns from others’ adventures and values the world we live in.”
For this year’s winners, social media is less about promotion and more about creating a space to connect with and inspire travelers.
“We approach social media differently,” the couple said. “We focus on being authentic and showing up consistently. Whether it’s daily cruise news, live shows, destination content, ship tours, group cruises or simply sharing our journey, we strive to provide value first. That approach has allowed us to build trust, and trust is ultimately what drives success in travel.”
SPONSORED BY: Sandals
The winner and runner-up in this category received a five-night stay for two at any Sandals or Beaches resort.
Runner-Up: RacQuelle Major-Holland, Major Adventures Travel
RacQuelle Major-Holland of Major Adventures Travel has leveraged educational content to build an influential cruise-focused social media community. Through YouTube, Facebook, Instagram and TikTok, her strategy emphasizes search-driven, problem-solving videos such as embarkation guides, cruise line comparisons and tips for first-time cruisers. Her content library of more than 1,000 videos continues to attract new audiences, helping her grow a following of some 180,000 people across platforms. By focusing on education and authenticity, Major-Holland has turned social media into a significant source of bookings, contributing to more than $2 million in cruise sales in 2025 alone.
Nominees Amy Leon and Katy-Caldwell Cole with Phil Blackwell of Travel Insured.
Credit: 2026 JC OliveraSaving the Day
Amy Leon, Adventures by Amy
When a major snowstorm led to widespread flight cancellations, stranding more than 50 destination wedding guests in Riviera Maya, Mexico, Amy Leon demonstrated the true value of a travel advisor. While the wedding celebration continued, Leon immediately began coordinating new flights, accommodations and airport transfers for the entire group, working directly from the reception. By addressing each traveler’s unique circumstances and securing solutions, she ensured the couple and their guests could focus on the event rather than the disruption.
“‘Community over competition’ isn’t just a phrase for me; it’s how I operate,” Leon said. “While I’m always challenging myself to improve, I believe our industry is stronger when we support each other. I’ve never been afraid to publicly share my challenges, mistakes and lessons learned, because I hope they can help another advisor avoid the same obstacles and find success a little faster.”
For Leon, helping others has always been at the core of her business.
“This award isn’t recognition for a single situation; it’s recognition of years spent advocating for my clients, solving their problems and being there when they needed someone in their corner,” she added. “That’s what I pride myself on the most.”
SPONSORED BY: Travel Insured International in partnership with Sceptre Vacations
The winner and runner-up in this category received a three-night Dublin Explorer Package for two to Ireland on behalf of Travel Insured International and Sceptre Vacations.
Runner-Up: Katy Caldwell-Cole, Touring Folk
When Winter Storm Fern threatened the travel plans of a touring band, Katy Caldwell-Cole’s preparation made all the difference. Days before the storm was set to arrive, Caldwell-Cole worked with the group’s management team to develop contingency plans for dozens of band and crew members traveling from Phoenix. As cancellations began rolling in, she immediately secured alternative flights, hotel accommodations and transportation arrangements, keeping disruptions to a minimum. Her approach provided reassurance and helped the group navigate a rapidly changing travel landscape.
