Why Networking Still Works in the Digital Age…And How to Make the Most of It
Networking has always been a cornerstone of success in business, and this is no less true now in the digital age. Having strong relationships with colleagues and travel suppliers is as important as ever, whether those connections are made during face-to-face events or through technology.
“Building relationships with colleagues and suppliers is absolutely necessary to be successful as a travel advisor,” says Carrie Kersten, owner of Carri Kersten Travel Design, LLC. “I firmly believe that you don’t know what you don’t know. After 35 years in this business, I still pick up new ideas every time I engage with my colleagues, be it on a FAM, at a conference, or at various industry events.
Collaborate with colleagues
The importance of collaborating with colleagues cannot be underestimated, especially in travel, where many advisors work independently and often from a home office. Simply put, actively networking with other travel advisors can bring greater success to your own book of business.
“With 35 years of being in the travel industry, I’ve learned that one crucial step towards success is to develop many industry contacts and earn my colleagues’ trust and loyalty,” says Ruby Stanfield, owner, president & CEO, Rubys Travel Stanfield. “My team is more like family, which works well in my business. The various experiences shared through our forums, seminars, trade shows, and FAM trips, all contribute to increasing our knowledge and understanding of the industry’s ongoing changes.”
Along the same lines, Jenene Mealey, founder, Travel With Awestruck, explains: “Some of my competitors, have also become my closest friends. Our industry is collaborative and innovative. There are many travel advisors with different areas of expertise, whether it be a niche like destination weddings, a specific destination like the Riviera Maya Mexico, workflow systems to enhance the client experience, or social media, and newsletter marketing.
“These advisors have created Facebook Groups, and some have even started a second business where they teach other advisors how to fill in the gaps in their businesses and implement new systems and tools. For example, TIQUE built my brand and website. Networking often begins on social media by joining a Facebook group or by meeting someone at an industry event.”
Mealey goes on to share another personal story: “Will Medina, who passed away on Valentine’s Day, added me to his ‘Successful Travel Agent Tribe’ Facebook group five years ago. At the time, I had no idea that he would become one of my best friends, and biggest supporters. Yes, he taught me how to manage and book destination weddings. More importantly, Will encouraged me to ‘Do it Scared.’ After 11 years as a travel advisor and Director of Sales at a different agency, I finally founded my own agency in 2022. If Will (who I met on Facebook) was not such a big part of my life, I may not have taken that next career step.”
Connect with suppliers, industry associations
In regard to successfully networking with tour operators and other suppliers, Stanfield has a winning strategy: “I provide many of them with an opportunity throughout the years to present their products to my advisors while hosting enjoyable food and drink. These seminars help to develop great connections and friendships, which enable us to acquire helpful assistance and information when needed. They have become so popular that I now have a waiting list for the vendors/suppliers wanting to do a seminar at our office.”
So, on your list of things to do, take the time to network with suppliers, check. But carefully choosing which suppliers to connect with should also have a check. Mealey offers this advice: “Time is our greatest asset, and I believe that if suppliers are investing their time and resources to gain our business, we should be mindful and respectful of their time.
“If a supplier is not a good fit for our brand and I know that they will not see the ROI, then I am upfront from the beginning and do not accept invitations to dinners, FAM trips, or other industry events. When someone invests in our agency, we want to make sure that we deliver a return on their investment by being a top-producing agency and being easy and fun to work with. I also try and give back to the partner by volunteering, and I have accepted the invitation to serve on advisory boards when called upon.”
In addition to connecting with suppliers, Stanfield also recommends actively participating with travel industry associations for networking opportunities. As she explains: “We are members of Signature Travel Network, which has been instrumental regarding ongoing education opportunities via their webinars, conferences, and informative emails. Additionally, they provide us with a quality status in this industry, as an agency needs to meet its high standards to be considered a member. Being a member of Signature now for seven years has helped me grow my business by giving me the opportunity to get to know and meet with many other agency owners and successful advisors.
“I also belong to many other organizations and attend many conferences, such as Ascend, ASTA, Travel Allies, Female Leaders in Travel, GTM, 41 -74 Club of New York, TAMS, and many more. Attending so many different functions is so important for networking.”
And here is an out-of-the-box idea from Stanfield: “I also have a yearly pool party with my advisors and vendors in our backyard. We had over 100 people this past August, enjoying each other’s company and getting to know each other on a personal level.”
The all-important FAM
Everyone was forced to step away from in-person events during the pandemic, but those restrictions are now long gone. FAMs are critical for travel advisors. When was the last time you participated in a FAM trip?
“I have met some of my top suppliers on FAM trips and at industry events,” offers Mealey. “For example, in 2018 our agency was not selling much travel to Italy. I met the right supplier in 2019, who I use exclusively for this destination – and last year, we booked almost as much travel to Italy alone as our total agency sales for all destinations in 2019!”
Stanfield brings home the message further: “Our FAM trips most definitely help to sell more travel. How else can we properly qualify our clients without having had first-hand experiences while getting to know the management staff when on a FAM? So, for example, one of our BDMs for Sensira Beach Resort invited me and several of my agents on a FAM to learn about a property that none of us had ever known about. We were all so very surprised at the quality that Sensira had to offer. Had we not experienced this on a FAM, it would have been difficult to sell. Not being familiar with a property or destination lessens our ability to make the appropriate recommendations. Additionally, the FAMS we take to various other parts of the globe are essential for us to know how to guide and advise clients properly.”
No better time than now
“Networking has been a game changer for me,” sums up Mealey. “The suppliers I use, best practices I adhere to, and daily workflow systems are the result of networking with our incredibly resourceful travel advisor community.”
What are you waiting for? Get out there and network! Even if you are a bit out of practice after those years of lockdown, the world is open again and there is no better time than now to enliven established connections and make new ones.
FROM THE SPONSOR:
For over 50 years, ALG Vacations® has been dedicated to supporting travel advisors. Their initiatives, like the Plan with a Pro campaign and the WAVES® Rewards Program, prioritize advisor success. ALG Vacations fosters professional growth with events like Ascend, an annual learning conference, and offers numerous networking opportunities throughout the year, including reward trips for their Elite Accounts and over 50 FAMs in popular destinations as well as growth-opportunity destinations like Europe. Their approachable sales team and committed training teams are always ready to assist advisors. For more information and to connect with a BDM or inquire about upcoming events, visit ALGVacations.com/BDM.
