Headquarter Happenings: Signature Comes Together for Another Record Year in Travel

The Signature Travel Network’s 2024 annual conference at The Venetian Resort in Las Vegas last week celebrated another record year of sales and growth. Under the theme “Leveraging the Signature Advantage,” the event attracted a record 2,701 attendees, including travel advisors, suppliers, and industry leaders, for an immersive experience centered on collaboration, education, and strategic networking. Among those attendees were 745 first-timers who joined discussions tackling key challenges in the travel industry with innovative solutions.

“It’s not just information; it’s inspiration, information, and calls to action that keeps things moving. This is leveraging the Signature Advantage, and to me, this is what it’s all about,” said Signature CEO Alex Sharpe during the general session to a packed ballroom of travel sellers.

However, Sharpe also issued a warning: “We can’t take anything for granted. Business has been so good and it’s coming so easily that it is easy to lose a bit of discipline in the process. While the top line has been easy, we have to keep driving the bottom line, because times are going to get harder, and we’re going to have to market a little harder and be a little more efficient in the process.”

Record sales and growth

Founded in 1956 as a member-owned nonprofit, Signature has weathered decades of industry change, maintaining its foundation of community and collective strength. This year, the network saw a remarkable 15% increase in overall sales compared to 2023.

“When you think that 2023 was the best year we’ve ever had at Signature—and probably the best year in the travel industry, period—to do 15% better than that the very next year is remarkable,” Sharpe said.

This growth extended across various segments, with projections for an 8% increase in 2025. Advisors earned $453.8 million in preferred partner commissions and achieved 92% penetration for preferred supplier utilization. Overall production for the network has more than doubled since 2019, signaling a robust recovery post-pandemic.

“Everything is growing year-on-year. But the goal for us is double digits. We need double-digit growth,” Sharpe said.

New partnerships and opportunities

The conference announced 117 new hotel and resort partners, further expanding the network’s offerings. Preliminary data for 2025 revealed promising growth, with river cruise bookings projected to increase by nearly 25% and guided vacations also on the rise, indicating sustained demand for luxury travel.

The cruise sector remains a significant focus, with Signature’s Cruise Pro platform processing 10,000 monthly bookings. Despite rising prices, Sharpe noted that clients continue to see value in the comprehensive inclusions offered by cruise packages.

Embracing technology

Signature placed a strong emphasis on technological advancements, with workshops covering digital marketing strategies, the role of artificial intelligence (AI) in travel planning, and best practices for client engagement. The conference spotlighted the new proprietary Hotel Connection booking engine, designed to streamline the booking process for advisors.

Sharpe emphasized the potential of AI, noting its ability to handle routine tasks while maintaining the human touch for nuanced client interactions. Signature plans to roll out AI-powered tools and integrations into its SigNet booking platform later this year and in early 2025.

Addressing industry challenges

The conference also tackled key industry issues such as overtourism and sustainable travel. Advisors and suppliers shared strategies to educate clients about lesser-known destinations and promote off-peak travel periods.

“There were a lot of really good ideas floating at this conference, especially about ways travelers can make a difference. My clients are asking for this, and we are now seeing suppliers offer these options without even having to ask,” said Alana Wallace, owner of Holiday Cruises and Tours in Scottsdale, Arizona.

Focus on service fees

A notable trend discussed was the increasing adoption of service fees by travel advisors, highlighting a growing recognition of their expertise and value in the travel planning process. Signature is actively supporting its members in implementing and communicating these fee structures to clients.

Networking and collaboration

Networking opportunities were abundant, including a welcome reception sponsored by Tourism Australia. Travel Managers Australia’s Operations Manager Troy Coelho noted that seven of their ten representatives were first-time attendees, calling the event “an invaluable opportunity to interact with like-minded agents from around the world.”

Looking ahead, Signature’s annual conference will return to The Venetian in Las Vegas in November 2025. The 2026 conference will move to the Orlando World Center Marriott in Florida, with the potential for a long-term location shift.

Honoring excellence

Signature celebrated its top performers with awards recognizing outstanding contributions to the travel industry:

• Sales Excellence Award: Meredith Rothouse, Edgewood Travel; Katie Cadar, TravelStore; John Gossen, Bursch Travel; Debra Dickerson, Cruise & Travel Experts; Nathan Parr, Travel & Cruise Desk
• Michelle Morgan Leadership Award: Gary Murphy, co-owner, AmaWaterways
• Travel Elevates Spirit Award (Advisor): Gail Woloz, Gail’s Travels and Safaris, hosted by TravelStore
• Travel Elevates Spirit Award (Agency): JCo Travel
• Signature Rising Star Award: Margot Leiner, Riverdale Travel
• Signature Mentor Award: Lisa Summer, Bon Voyage Travel