“A Warm Hug:” Brendan Vacations FAM Helps Advisors Find the Right Ireland for Every Client

With 500 applications for just 30 places, a Brendan Vacations FAM highlighted strong interest in Ireland — and the importance of matching travellers with the right experience.

Ireland’s spectacular scenery, fascinating history and famously warm welcome make it an appealing destination for North American travellers. But as a group of Canadian and U.S. travel advisors discovered during a recent Brendan Vacations familiarization trip, selling a successful Irish holiday involves more than choosing the right places to visit.

It’s also about choosing the right way to experience them.

“I think this trip has really helped the advisors qualify their clients to the right travel style,” said Katie Jessup, Director of Sales for Ireland and Scotland specialist Brendan Vacations.

“People can come to Ireland and Scotland and just see its beauty and fall in love with it, but if they’re not connected with the right travel style, then that might be a pain point for them for their whole trip.”

The FAM took an experimental approach, allowing approximately 30 Canadian and U.S. travel advisors to experience different Brendan travel styles, including rail vacations, small group tours and private driver trips.

Demand for a place on the trip was strong, and a team of four reviewed submissions to select advisors with potential to develop lasting relationships with Brendan.

“We were looking for people that maybe book Ireland and Scotland, but don’t necessarily book with Brendan, just so they can experience what we have to offer,” Jessup explained.

The company also sought advisors interested in promoting the brand through consumer events and other activities, as well as those affiliated with preferred agency partners.

“At the end of the day, when you look at Brendan Vacations, the majority of our business comes from travel advisors,” Jessup said. “We’re willing to partner with you. And we want you to partner with us.”

Sometimes the Lessons Are in the Logistics

One of the most valuable aspects of the FAM was experiencing the realities of travelling by train in Ireland.

While it can be a rewarding way to explore the country, advisors discovered that it also requires consideration of schedules, luggage and the physical abilities and preferences of their clients.

Sunday service can be limited, connections may be necessary, and luggage storage isn’t always convenient. Unlike some guided travel experiences, there’s no one to handle guests’ bags.

“I’m kind of glad that we did the trains on the Sunday, because now advisors realize that there’s limited service on a weekend,” Jessup said.

For travellers carrying heavy luggage, particularly those who might struggle to lift bags onto overhead racks, those details can make a significant difference.

The experience underscored a central message of the trip: a travel style that appeals to one client may be completely wrong for another.

A Warm Hug From Ireland

For Debbie Loewen, an Abbottsford, BC-based advisor with Travel Best Bets, the FAM was her first visit to Ireland.

Her initial impressions had less to do with the country’s famous landmarks than with the warmth of its people.

“It really feels like a big, warm hug,” Loewen said. “Everywhere you go, people are just friendly. You just feel very comfortable. The people are very special. They love to talk. They love to have a great conversation.”

During free time, Loewen wandered down a side street and discovered a pub where local musicians were gathered around a table, playing traditional Irish music.

“There were just locals with their instruments, having a beer around the table, and all playing Irish music,” she recalled. “Like a kitchen party, kind of idea. I thought, this is the coolest thing.”

It’s precisely the kind of spontaneous, authentic experience that can transform a good vacation into a memorable one. And Ireland is famous for them.

Loewen was also impressed by a local guide in Kilkenny, who brought the city’s past to life through a combination of storytelling, humour and magic tricks.

“He told us little hidden stories and gems about people that lived there, what happened. It just brought history to life,” she said.

For Jessup, these local connections are a defining element of Brendan’s approach.

The company doesn’t attempt to partner with every hotel, restaurant or tour operator in Ireland and Scotland. Instead, it works with selected suppliers and local hosts whose experiences and service standards fit the brand.

“We’re partnering with those people that we know are really going look after our guests, so our guests can have a great experience,” she said.

Treated Like Kings & Queens

The FAM also showcased some of Ireland’s distinctive accommodations, including Ashford Castle in County Mayo, where the interview with Jessup took place.

The historic luxury property, set on a sprawling estate overlooking Lough Corrib, offers everything from falconry and horseback riding to boat excursions, spa treatments and fine dining.

While the advisors spent one night at the castle, Jessup said Brendan generally recommends at least two nights for paying guests.

“There is so much going on, from the boat ride to falconry. You can do horseback riding, you can do the spa, you could have a walk around the grounds, go to the village of Cong,” she said.

“I really do feel like people need to consider more than a night here.”

For clients seeking a more accessible price point, the nearby Lodge at Ashford Castle offers another way to enjoy the estate, with access to bookable activities and dining experiences.

The property’s appeal also illustrates another important selling consideration: sometimes the accommodation is a destination in itself, rather than simply a place to sleep between sightseeing excursions.

Building Brendan’s Profile In Canada

The majority of Brendan’s business currently comes from U.S. advisors, making opportunities to introduce Canadian agents to the brand particularly valuable. With strong demand for Ireland among Canadian travellers, Brendan sees an opportunity to gain ground in a competitive marketplace with well-established participants including RIT Vacations and CIE Tours.

Jessup emphasized that advisors don’t have to become experts in Ireland and Scotland before selling the destinations.

Brendan’s sales team can provide marketing materials, individual and agency training, national webinars and itinerary recommendations. Advisors can also work with the North American Trafalgar sales team.

Approximately 75% of Brendan’s sales team comes from Ireland or Scotland, Jessup said, while the company’s Dublin-based team provides additional local expertise.

The support can even extend to three-way conversations with advisors and their clients.

“Maybe it’s a new agent, and they know nothing about Ireland and Scotland. Well, that’s okay. Let me hop on a three-way call with you and your customer,” Jessup said.

The company also brings local guides and destination specialists into its webinars, allowing advisors to connect with the people who deliver experiences on the ground.

For those who participated in the FAM, meeting these hosts in person provided stories and insights they can now share directly with prospective travellers.

And that may be the most valuable outcome of the trip.

Ireland’s scenery, history, food and hospitality are compelling selling points. But understanding how a journey actually works — from train schedules and luggage handling to choosing accommodations and local experiences — helps advisors turn destination enthusiasm into satisfied clients.

As Jessup put it: “Travel advisors are booking the world. We book Ireland and Scotland, and that’s all we do. So let us be that Celtic expert for you.”