There was a time in the past when travel advisors were considered by some to be the main voice of the industry.
Travelers relied on us for our expertise. We were the go-to resource for information and travelers around the world depended on our insights. We have served as advisors, allies, consultants, fixers and much more.
Over the past few years, travel influencers have entered the market taking the industry by storm. Social media has glorified their existence igniting a popularity for the creator realm and leaving travel advisors in the dust. Brands have increased their interest in travel influencers, their voice, and their audience, rolling out the red carpet to them. Many have questioned why we still exist and completely ignore our value.
Then in 2020, we experienced the unthinkable, the global pandemic. Travel advisors answered the call of being heroes for many travelers and clients working endlessly sometimes without pay while travel influencers feared their future.
The world returned to us asking for help during what became a challenging time that we'll never forget.
I do believe that travel influencers serve a purpose and there are some great influencers that are doing an amazing job. However, brands need to understand who the real influencers are which is us, the travel advisors. We bring brands large volumes of guests, weddings, groups, business travelers and the list goes on.
A family working with a travel advisor. (photo via South_agency / getty images)
We foster relationships and become a reliable middleman between brands and travelers. We advocate for brands even when travelers are frustrated with them and the travel industry. Unfortunately, we are rarely rewarded with the luxurious suites and offerings that are provided to travel influencers.
We as travel advisors educate the masses, problem solve and provide travelers with excellent service based on our connections within the industry. We take the time to undergo extensive training for properties and destinations so that we can be accurate and authentic with what we promote.
We are usually the first to know about new and exciting properties much earlier than anyone else making us the pied pipers for new brands and those who want to expand.
We make the personal investment to travel to new properties and vet them before we promote them. We make the connections and create true relationships in destinations and at properties that will benefit our clients. We have years of experience in the travel industry and know the ins and outs and can predict the needs and expectations of travelers.
However, we are not glorified in the same way that travel influencers are for some reason.
I encourage brands to recognize us for who we truly are, an asset to the industry as well as to our mutual clients. We work hard because travel is truly our passion and our livelihood. Even when things get tough, we persevere and push through it. We are resilient, we are loyal, we are hardworking and we are zealous for the travel industry.
While May was Travel Advisor Appreciation Month, remember that travel advisors are the true influencers every day, month and year.
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