The pandemic's impact on industries worldwide has been seismic, but none felt it quite like the travel and tourism sector. Travel agencies — particularly traditional brick-and-mortar establishments — faced unprecedented challenges, and many were unable to withstand the prolonged closures and diminished travel demand. Almost overnight, the industry had to adapt to a new way of operating — one that saw even the most established travel agents working from home.
Before COVID-19, the concept of the home-based travel advisor was often considered niche. It was largely associated with individuals working part-time from home, managing travel bookings as a side venture while holding a full-time job elsewhere. While this segment was important, it was perceived as supplementary to the traditional travel agency model. But the pandemic has redefined this role, sparking a major shift in how travel advisors work — and the value they bring.
Today, home-based agents are no longer just a part of the travel industry; they are a driving force. This shift has sparked an ongoing debate among suppliers, including tourism boards, about the role and importance of these advisors.
Some suppliers laser-focus on advisors who produce more than $1 million in individual annual sales, but I see value in casting a wider net. I believe there are three crucial areas where tourism boards and suppliers should focus their efforts:
1. Attracting new business: Investing in upcoming talent is essential for future growth.
2. Diverting and growing existing business: Established advisors have a track record of success, but there is always room to expand.
3. Maintaining relationships: Fostering long-term relationships ensures repeat business and reinforces brand loyalty. Growing a successful travel business doesn’t happen overnight, and it’s essential to support new and smaller-scale advisors as they build their client base. Many of today’s top advisors had to start somewhere, and by nurturing emerging talent, suppliers can lay the foundation for future million-dollar producers.
An excellent example of this approach is the Future Leaders in Travel event hosted by TravelAge West, which has become an invaluable platform for us at the Jordan Tourism Board North America. It provides a unique opportunity to connect with young, ambitious future leaders in the travel advisor space. At this year’s event, I was struck by the sheer number of home-based advisors in attendance. This trend challenges the old definition of a travel agent as someone bound to a physical office. Instead, we’re seeing a growing number of advisors who work remotely full-time, catering to clients from on the road or the comfort of their homes. Perhaps it’s time to adopt a new classification and consider designating advisors with lower booking volumes as part-time travel agents.
Omar Banihani (second from right) at G Adventures’ GX Summit in 2024
Credit: 2024 Omar BanihaniHighlighting Home-Based Success: The Story of Jordana Izzo
One advisor who exemplifies this trend is Jordana Izzo, whose success story is a testament to the potential of home-based agents. She joined the travel industry in 2019 as a home-based advisor with Travelmation and quickly began to make a name for herself. In just a few years, she was nominated for Travel Agent of the Year at her agency, launched an Accessible Travel Certification for Travelmation agents and became Director of Accessible Travel at the agency, leading more than 2,100 independent contractors. This June, she received the Upward Bound, Rockstar Travel Advisor Under 40 award at the TravelAge West WAVE Awards.
And she has become a highly successful seller of travel: Starting with modest sales, she quickly grew her business to more than $1 million dollars in annual sales.
However, her most valuable attribute is her specialization, which has become incredibly relevant in today’s travel advisor landscape. She specializes in accessible travel, family vacations, all-inclusives, cruises and destination weddings, and she’s also an IBCCES Certified Autism Travel Professional. Izzo’s journey illustrates that travel advisors come from diverse backgrounds and often find success by focusing on unique niches.
Jordana Izzo of Travelmation
Credit: 2024 Jordana IzzoThe Path Forward: Investing in Diverse Talent
The lesson here is clear: Suppliers and destinations should cast a wide net when working with travel advisors. By supporting a diverse range of advisors — including those who are just starting or operating on a smaller scale — tourism boards and travel suppliers can benefit from unexpected business and cultivate long-term partnerships. Time and again, I find it’s often the advisors we may not immediately consider who deliver incredible results.
In today’s industry, travel agents are redefining their roles. As suppliers, we should recognize the shifting landscape and support them at every stage of their journey. The path to becoming a top producer starts with that first booking, and with the right support, today’s new travel advisor could very well be tomorrow’s million-dollar seller.
