One-on-One with ALGV’s Jacki Marks: What She Wants You to Know

We had the pleasure of joining ALG Vacations, a select group of 10 travel advisors, travel influencers, and Travel Advisor Champion and TV personality Carson Kressley on a jaunt to Europe. The 9-day FAM trip was a sampling of what travelers can expect when booking the ALG Vacations’ City & Sea itineraries, which strategically pair a few days exploring a vibrant European city with a few days at a sea destination to relax and rejuvenate before returning home.

On this trip, we visited Mallorca, Spain, for the sea portion; followed by Porto and Lisbon, Portugal for the city experience. While there, we sat down with Jacki Marks, global head of trade brands, ALG Vacations, to hear how the City & Sea program has been received in the marketplace and what travel advisors need to know to sell it successfully.

Travel Market Report: Since ALGV launched the City & Sea program, how is it going?   

Jacki Marks: City & Sea launched in the summer of 2023, and we are seeing some very positive results. Over the past year and a half, ALGV has more than doubled our previous high in European sales, and ALG Vacations has invested time and resources to continually expand our Europe program, and it has become a $100M+ part of our business.

Vacationers have traditionally flocked to European “city” destinations – Paris, London, Rome, Barcelona, and Athens – which continue to be strong. Our challenge is that U.S.-based customers and advisors may not be as familiar with the “sea” destinations, so content-gathering FAM trips like this one are important to show Europe’s beach destinations first-hand.

Last year, we brought advisors to Athens and Corfu for our first City & Sea content trip, and they created more than 100 pieces of content with a 352% engagement rate. By creating opportunities for advisors to see these destinations first-hand, they become evangelists to their networks. 

TMR: What has been the reaction from travel advisors?  

Marks: The response from travel advisors to learning more about European beach destinations and Hyatt Inclusive Collection hotels like Secrets Mallorca Villamil Resort & Spa and Dreams Corfu Resort & Spa has been overwhelmingly positive. Many advisors have been sending clients to Mexico and the Caribbean with ALGV brands for decades, and their clients like booking their Europe vacations with a familiar company. Our goal is to make sure advisors are equipped with all the right intel so they can properly sell a City & Sea package to a client. 

TMR: What are travelers saying about their experiences on their City & Sea vacations?  

Marks: Travelers booking our City & Sea itineraries have shared that working with a travel advisor makes a noticeable difference. European trips are often complex, involving multiple stops and styles of accommodations, train reservations, and day tours, which can be overwhelming for first-time visitors. Many travelers appreciate how travel advisors simplify this process, making their trip planning stress-free and ensuring they make the most of every moment overseas.  

TMR: Which itineraries have been most popular? 

Marks: The most popular City & Sea itineraries encompass iconic European cities like Greece (Athens/Mykonos/Santorini), Spain (Madrid/Barcelona/Ibiza/Mallorca), and Italy (Venice/Rome/Amalfi Coast).

But one of our goals is to make sure advisors are aware of alternative options they can offer to their clients, especially as many popular cities in Europe experience over-tourism. If a customer is interested in Greece, they might want to consider a less well-known island like Corfu. Or even an alternative country altogether – like Sunny Beach, Bulgaria – where they can have a similar experience with half the crowds. Places like the Canary Islands are a great alternative to Hawaii (and much easier to get to for customers on the East Coast), while Mallorca offers a similar experience to many smaller Caribbean islands.   

TMR: Are there any new destinations coming up?  

Marks: We are always expanding our destinations – to both city and sea – to include exciting, emerging destinations. We have added 65 unique destination codes so far this year and continue adding more every month – giving our advisors plenty of opportunities to put together unique itineraries for their clients. Our portfolio now spans over 300 destinations, including recent additions like Bodo in Norway, Lecce and Capri in Italy, Bodrum in Turkey, and Burgas in Bulgaria.  Looking ahead, we are especially excited to enhance our sea offerings by adding even more Mediterranean islands to our lineup in 2025.  

One of the most unique destinations we’re looking forward to is Madeira, Portugal, which is often compared to Hawaii, and the new Dreams Madeira Resort Spa & Marina. It’s an ideal ‘Sea’ destination to pair with Portugal’s vibrant cultural cities like Lisbon and Porto. Plus, with TAP Air significantly increasing flights from the U.S., visiting Madeira is easier than ever – especially with ALGV’s bulk fare options. 

TMR: What do you most want travel advisors to know about this program? 

Marks: Many customers only think about visiting the major European cities. But incorporating a sea destination is a wonderful way to make their trip more enjoyable as it allows for some downtime and gives the clients a chance to relax before coming back home. This gives advisors a terrific opportunity to show added value to clients. And if Europe is a newer destination for your agency, don’t worry – ALGV offers plenty of resources on ALGVPro and ALG360 to help you market and sell European getaways to both new and existing clients.  

TMR: How is it going with Carson Kressley in the official role of Travel Advisor Champion? And how is he helping with marketing the City & Sea program?  

Marks: Carson has been an invaluable asset to ALGV, and he is a strong advocate for the travel industry. As Travel Advisor Champion, he passionately promotes the benefits of working with a travel advisor, drawing from his own experiences.

He is approachable and engaging, and he’s helped us expand the reach of our pro-travel advisor messaging through his appearances on TV shows like “Watch What Happens Live” and “The Sherry Shepherd Show.” In addition to championing travel advisors, he has co-hosted three Facebook Live broadcasts with me from new hotels or destinations. Just this year, we have broadcasted from the new Secrets Playa Blanca in Playa Mujeres, Mexico; Secrets Tides in Punta Cana; and most recently, Quinta de São Luiz in Douro Valley, Portugal. These broadcasts are a fun way for us to educate advisors on these new products as an alternative to a formal webinar. Our engagement is high during the broadcasts, but even after the FB Live is over, we continue to see views grow.   

TMR: Is there anything else you want to share with us about ALGV?  

Marks: While ALGV includes a wide range of legacy brands like Apple Vacations, Travel Impressions, and FunJet Vacations, we are always seeking ways to innovate. Our top priority is serving advisors, and we value your feedback – whether it is suggestions for adding new filters in VAX to help you find the perfect destination or requests for new locations that your clients are interested in. We encourage you to reach out to your BDM (Business Development Manager) with any questions about ALGV’s Europe offerings and how to book them.