This article
originally appeared in the May issue of AGENTatHOME magazine. Subscribe
here to receive your free copy each month.
May is Travel
Advisor Appreciation Month, when our community comes together to celebrate
travel advisors. It’s a time dedicated to highlighting the important role
agents play in our industry: You are a critical bridge between travelers and
destinations, not only inspiring extraordinary trips, but also making them
happen.
The human element
you offer clients cannot be matched by an algorithm. By listening to travelers’
dreams, you are able to curate one-of- a-kind vacations that go deeper than
checking off a bucket-list item. You don’t just generate itineraries; you build
experiences that widen perspectives, forge connections and enrich lives.
USTOA tour
operators put a high value on working with advisors to execute unforgettable
vacations for clients. Your deep understanding of a client’s concerns,
preferences and travel aspirations — combined with USTOA tour operators’
destination expertise, on-the-ground resources and local connections — creates
an unbeatable partnership. This close collaboration helps deliver seamless
experiences to travelers.
As travel becomes
more unpredictable, the role of agents becomes even more important. Our tour
operator members are here for you to lean on when unexpected issues arise. When
your clients are traveling with a USTOA tour operator, they are backed by a global
network of professionals who often have access to urgent on-the-ground
information that can help you guide clients through unforeseen problems. USTOA
tour operators and advisors work together to ensure that clients feel safe and well-cared-for
during crises.
In our annual
survey conducted at the end of 2025, the importance of collaboration between
advisors and tour operators was reinforced once again. An overwhelming 90% of
respondents reported that they plan to utilize agents to generate sales in
2026. Nearly all members surveyed (94%) expected business booked through
advisors to increase or hold steady, and 78% said the role of agents will be
very important or important to their business strategy, underscoring the
continued value of advisors.
This month, we
shine a light on the passion, dedication and buoyancy of the travel advisor
community. Thank you for being the steady hands that turn travel dreams into
reality. USTOA and our tour operator members are proud to stand beside you. As
we look ahead to a future full of possibility, we are inspired by your
unwavering commitment to your clients.
For the latest travel news, updates and deals, subscribe to the daily TravelPulse newsletter.
Topics From This Article to Explore
