Advice from the Top: Agency Group Execs on How Advisors Can Thrive in 2025

When you’re in charge of a multi-million-dollar company, you tend to have ideas about how other businesses can also thrive.

During TMR’s conversations with executives from most of the major travel agency consortia, hosts, and franchises, we gathered together snippets of advice that can help both travel agency owners and individual travel advisors thrive, not only in today’s marketplace but in the future as well.

Be Flexible

“There’s always something going on. You’ve got to go with the waves and make sure that you’re looking at your business in relation to what is happening in the world right now and adapting to that.” – Debbie Fiorino, chief operating officer, Dream Vacations.

Diversify

“Embrace diversification of your business model. The worst time to pivot is when you have to. Right now is a huge opportunity. If you’re a cruise expert, hone up on land. If you’re a land expert, hone up on cruise. If you’re a Europe expert, learn more about the Caribbean… Same for clients, if you focus on one particular segment, you may want to work your way into another segment as well.” – Michael Johnson, president, Ensemble

Communicate Your Value

“The more uncertainty there is in the world, the more valuable an advisor it. That makes it critical to train/learn on products, destinations, and travel styles, but also you must communicate and SELL your value.  An advisor’s access to offers, true unfiltered product knowledge, and years of experience puts us in a very advantageous position.  If you are an order taker, you won’t make it – be an ADVISOR!” – Alex Sharpe, president & CEO, Signature Travel Network

“In an industry where credibility matters now more than ever, I tell advisors, while it might seem simplistic, you need to work diligently every day to demonstrate your commitment and expertise. This is what will truly set you apart – not only as an expert travel planner but as a trusted professional. Invest in your ongoing education, earn your Verified Travel Advisor certification through ASTA, and proudly communicate it to your clients and prospects. This is how you and our business will continue to flourish.” – Christina Pedroni, executive vice president & general manager, Envoyage

Be Empathetic & Trustworthy

“It’s about the customer. Listen to them… Make sure you have the information that they need to make an informed decision. Remember, your empathy and the way you deal with these situations now is a great investment in your long-term relationship with that client…. Have empathy. Listen. Clarify when you can. Make it about them and not about you.” – Jackie Friedman, president, Nexion Travel

“To truly thrive, you need to look beyond the transaction – focus on building meaningful connections with both your clients and supplier partners.” – Michelle Fee, founder & CEO, Cruise Planners

“Make sure your customers feel confident with you to put forth the best product, the best place, the best value.” – Debbie Fiorino, chief operating officer, Dream Vacations

Look for Solutions

“Travelers are looking for value. If folks are hesitant, economically speaking, maybe [recommend] a few shorter trips versus one longer, more elaborate trip.” – Jackie Friedman, president, Nexion Travel

Embrace Technology

“Most importantly, embrace technology; it can elevate your business to new heights and beyond.” – Michelle Fee, founder & CEO, Cruise Planners

Get Out and Travel

“I am a big believer that travel advisors should be intentionally traveling to the destinations that they want to sell and that they should budget accordingly and make sure that they’re telling that story and getting content that they can promote down the road.” – Jackie Friedman, president, Nexion Travel

Embrace Expertise

“Pick a lane. Focus on what you love and become an expert in that area. This will establish your value to the traveler and help build revenues and loyalty.” – Lindsay Pearlman, president Travel Leaders Network

Don’t Be Afraid of Follow Up

“My advice is very simple and it has to do with relentless follow up in guest and supplier interactions.” – Phil Capelli, chief sales officer, Avoya Travel

(This is the sixth, and final, installment of TMR’s annual look at how the travel agency industry fared in the first six months of the year, what executives wish they could change, what actually keeps them awake at night, and more. )