For nearly two decades, TravelAge West’s WAVE Awards gala has become a beloved travel industry tradition — but not a static one, as the awards list regularly evolves to keep up with the times and trends. And for 2024, a few new categories have been added to highlight hot travel topics such as exclusivity (Best Ship Within a Ship Concept), group and multigenerational travel (Best All-Inclusive Resort Brand for Groups) and more.
Additionally, two new awards recognize resorts that focus on local culture in Mexico and Hawaii. As clients crave increasingly authentic experiences that show them the heart of a destination, these properties are not only meeting traveler demand, but also creating greater appreciation for and understanding of a place’s people, history and traditions.
“At Outrigger Resorts & Hotels, we’ve seen a significant shift toward experiential travel,” said Edwin Torres, general manager of Outrigger Kaanapali Beach Resort, one of the Editor’s Pick properties nominated for Best Resort for Cultural Immersion, Hawaii. “Hawaii’s rich cultural heritage is a living, breathing part of its identity, making cultural exposure an essential part of the Hawaii experience. [Allowing] guests to connect more deeply with Hawaii transforms their visit from a simple vacation into a profound journey of discovery and understanding.”
Wellness is another area of travel that has been on a hot streak over the past several years, buoyed by rising interest in health and fitness, as well as the effects of the pandemic.
“As the global wellness economy has grown to a $5.6 trillion industry, its importance to the modern traveler can be seen very clearly,” said Joe Leon, vice president of sales, Americas at Silversea, one of the cruise lines nominated for Best Onboard Wellness Program (another new award this year). “Now, more than ever, the modern wellness traveler is looking to reduce stress by focusing on mental, physical and emotional well-being. Connecting with the body and feeling well has become just as important as other elements of travel that have been historically prioritized, such as food, sightseeing or adventure-seeking.”
Leon says the growing demand that the line has seen among guests for wellness-focused activities prompted it to launch the Otium well-being concept, which includes experiences both at the spa and in travelers’ suites.
Onboard wellness is a new cruise category for 2024.
Credit: 2024 Virgin VoyagesVirgin Voyages, also nominated in the onboard wellness category, has found that the trend is driving travelers to seek “balance” from their vacations.
“Just like so many of us seek work-life balance, cruisers want to enjoy incredible food and treat themselves while on vacation, but also have the opportunity to join a high-energy or zen-inducing wellness class to break a sweat,” said John Diorio, vice president of North American sales for Virgin. “Detox and retox is the name of the game for Virgin Voyages’ Sailors, and wellness, to our brand, comes across in many different ways.”
Diorio notes that onboard wellness spans everything from complimentary group fitness classes to spa treatments, tranquil spaces and healthy culinary options to meet the diverse needs of today’s cruisers.
Standing Out in the Crowd
When it comes to cuisine, the options — and their importance to travelers — are only continuing to grow. So, it’s only fitting that the 2024 WAVE Awards include a Best River Cruise Line for Onboard Cuisine category.
“Delving into regional food and wine specialties has become an important part of how travelers experience a destination,” said Kristin Karst, co-founder and executive vice president of AmaWaterways, an Editor’s Pick for the award. “A heightened culinary focus enables our guests to develop a deeper and more nuanced appreciation for a country, including its history, culture and people.”
River cruise lines will be honored for their cuisine.
Credit: 2024 AmaWaterwaysWhen asked what it takes to please modern travelers — who have more sophisticated palates and deeper food knowledge than ever before — Karst pointed out the importance of freshness, variety, flexibility in catering to all types of dietary needs and providing special culinary experiences with an extra wow factor, such as the line’s open-kitchen-style Chef’s Table specialty restaurant.
For the first time, TravelAge West will also honor both domestic and international tourism boards for their marketing efforts this year, recognizing that today’s vast array of destination choices makes it no small feat to capture travelers’ attention (as well as their vacation dollars).
According to Kim Priez, senior vice president of tourism for New Orleans & Company — an Editor’s Pick nominee for Best Marketing by a Tourism Board, U.S. — innovation and a constant stream of “what’s new” information are two key factors in reaching both travelers and travel advisors.
“Worldwide competition for visitors only continues to grow,” she said. “New Orleans may be one of the oldest cities in the U.S., but we are always reinventing ourselves … we must continuously remind potential visitors of additions to our hotel offerings, wonderful new attractions, restaurants, festivals and activities.”
The Editor’s Picks and winners of the 2024 WAVE Awards will be honored at a gala on June 13 at The Ritz-Carlton Marina Del Rey in Marina Del Rey, Calif.
Travel Advisors, Cast Your Vote of Excellence
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The final day to vote is April 30.
Vote online now.
