How Travel Advisors Build Resilience and Greater Success Through Industry Partners
Collaboration is one of the most powerful tools in a travel advisor’s toolkit. From DMCs and tour operators to hotel reps and host agencies, the right B2B partnerships are critical. These day-to-day working relationships can help streamline operations, deliver better service to clients, and provide vital support when times are tough.
In this article, we explore how travel advisors are leaning into strategic industry relationships to build their resilience and unlock new levels of success.
Why Strong Partnerships Are Essential
In today’s wildly fluctuating world, it’s more important than ever for travel advisors to have dependable resources and dedicated support systems in place.
“The world is so unpredictable—things are always changing and let’s face it, things we don’t plan for happen. Having a network of trusted partners allows us to better serve our valued clients,” says Jess Cummings, operations manager & vendor relations, Cruise Holidays Comfort Tours. “We know who to reach out to when things change or go wrong. Having partners we can lean on means our clients can lean on us. And that’s a huge part of what makes travel advisors so valuable.”
Bruce Fisher, owner, Hawaii Aloha Travel LLC, offers his perspective: “Having a trusted partner network is critical today because travel is more fragile than it looks from the outside. Flights change, hotels oversell, weather happens, and policies shift fast. When you’re working with partners who know you, trust you, and answer the phone, problems get solved quickly. Without that network, you’re just another booking in a queue. With it, you’re an advocate who can actually get things fixed. That’s the difference between a smooth trip and a ruined one.”
Delivering Greater Value
Travel advisors have a passion for travel, and they want to deliver the best experiences to all of their clients. That’s a lot of pressure to maintain and manage every day. But with established supplier partners, some of that weight gets lifted, and advisors can fulfill trips with greater value to their client base.
Kristen Emert, supplier and partner manager, Legato, explains further: “A trustworthy B2B supplier partner is critical for helping the agent match the correct itinerary, travel style, and budget to their client. Just because a supplier offers a great product, doesn’t mean it’s the right product for the client. This is where a strong partner network becomes invaluable.
“Having a supplier partner network that an agent trusts not only streamlines the process of finding the right fit, but also ensures the partner will care for the travel agent’s clients with the same dedication as the agent themselves…Being a travel agent isn’t just about planning itineraries, it’s about relationships and caring for the client. This must be a joint goal between agent and trusted supplier partner.”
Fisher explains how strong supplier partnerships help him deliver better value, and how value isn’t just about price. “For example, working with Hawaii-focused wholesalers gives us access to room categories that don’t always show online, flexible deposit schedules, better cancellation terms, and realistic resort fee disclosures upfront. That means clients know exactly what they’re getting, avoid surprises, and often end up in a better room or location than they would’ve booked on their own. That’s real value.”
Freeing Up Time
B2B partnerships also support advisors in enhancing their productivity, giving them more bandwidth for strategically advising their clients and troubleshooting when necessary.
Many advisors intentionally look for partners that offer specialized programs designed to support higher-touch itineraries. Leveraging these resources—whether for itinerary refinement, unique enhancements, or behind-the-scenes coordination—allows advisors to focus on client strategy and relationship-building, while ensuring every detail of a customized trip is executed seamlessly.
“These partnerships free up time because we’re not chasing confirmations, re-explaining situations, or fighting policies that don’t make sense,” notes Fisher. “Instead of being stuck in admin mode, we’re advising, adjusting itineraries, and helping clients make smarter decisions. That’s where our expertise actually adds value—not clicking buttons, but thinking ahead and problem-solving.”
Handling Travel Disruptions
When travel disruptions occur (which are inevitable), preferred partners support advisors behind the scenes. And that trickles down to their clients, deeply impacting the quality of their experiences.
“If a flight schedule changes or a hotel needs to move a guest, we’re not calling a generic call center,” reports Fisher. “We’re working with a rep who understands the booking, the client, and the urgency. That matters because clients don’t want excuses or finger-pointing—they want solutions. Fast. Quietly. Before it becomes their problem.”
Cummings gives this instance: “Having action plans in place, and clear and timely communications are key. For example, when Hurricane Melissa swept through Jamaica, so many vacationers were left stranded there unable to get home or at home unable to get to destination. It was so nice and so helpful that we were able to reach out to our clients before they reached out to us with a game plan. And that starts with the supplier partners—when they share information about what is going on, what to expect and what advisors can do early, we can be proactive with our clients, so they don’t feel stranded by us as well.”
Emert notes that disruptions during travel create immediate stress for the client, often resulting in an urgent, often after-hours phone call to the travel agent. “This can be incredibly hard on the agent” she says. “In these circumstances, the supplier partner has the opportunity to be a ‘hero’ behind the scenes, not just for the client, but for the agent, too.
“Partners can best support agents by taking the lead in these moments. Supplier partners who provide exceptional in-destination helplines to clients, customer service, and support can be priceless to the travel agent community.
“Alternatively, when the agent must solve the disruption, it is absolutely essential that they have quick, friendly, and accurate customer service help available. This support might come from a dedicated contact, such as a supportive inside sales team, a very responsive Business Development Manager (BDM), or an excellent portal chat that connects the agent to knowledgeable staff. Providing quick and convenient support is imperative.”
Partnership Qualities to Look For
Now that we’ve talked about the why, let’s get into the how. Namely, what qualities should advisors look for in their primary industry partners?
“The qualities we look for in a true B2B partner are simple but non-negotiable: transparency, responsiveness, consistency, and accountability,” states Fisher. “We want partners who know Hawaii, disclose fees clearly, stand behind their product, and treat our clients like their own. If a partner makes us look good when things go right—and even better when things go wrong—they’re an extension of our business, not just a vendor.”
Regarding the crucial day-to-day qualities, Emert suggests: “active BDM support; product quality, reliability, and consistency; an easy booking process; outstanding customer service support for the travel agent; and providing valuable training and participating in events with agents. This training should extend beyond simple product knowledge to include client qualification techniques, destination training, and a continuous effort to understand and help agents overcome their current struggles.
“Ultimately, an excellent B2B partner is focused on growing the trade entirely, which means both actively supporting the travel agents’ businesses and sharing in the universal love of travel.”
Advice to Get Started
For newer advisors just getting started, or for established advisors wanting to expand their B2B partner base, Fisher offers this advice: “Don’t chase every supplier or the cheapest deal. Pick a niche, build depth instead of breadth, and invest in relationships. Learn who actually supports you when there’s a problem. Be loyal to partners who show up for you, communicate clearly, and protect your clients. Those relationships are what help you weather market shifts, supplier changes, and industry disruptions—not flashy tech or one-off deals.”
Cummings suggests: “Get on the phone or a video call with your BDM and talk. Get to know one another. Share the best ways to communicate with one another. Check in with each other regularly. Speak openly and honestly about goals and needs. Be open to feedback and help. If things are going well or there are concerns, talk about it, don’t hide from it. Nothing gets solved or resolved if it’s ‘swept under the rug.’”
Making Those Critical Connections
As the travel landscape continues to evolve, so too does the role of the advisor. The most resilient travel businesses aren’t built in isolation; they’re supported by trusted partners who share goals, insights, and a commitment to excellence. For advisors looking to future-proof their business, investing in the right B2B relationships is essential.
FROM THE SPONSOR:
At ALG Vacations®, we believe strong partnerships are the foundation of resilient, successful travel businesses. Advisors don’t just need suppliers—they need collaborators who show up, share knowledge, and help solve challenges in real time. That’s why we invest in meaningful advisor support through advantages like the Premier Destinations Team, dedicated BDMswho know your business and ongoing education through ALGVPro, designed to strengthen skills, confidence, and long-term growth. When you partner with ALG Vacations, you gain more than productsand rewards—you gain a team committed to helping you deliver value to your clients, navigate change with confidence, and build a business that’s ready for whatever comes next. Follow along on social media to find out more about what partnership means.
