Global Travel Collection’s ARRIVE Conference: Unified Agency Seizes Luxury Travel’s Momentum

by Sara Perez Webber
Last updated: 2:00 PM ET, Thu June 18, 2026

More than 650 travel advisors, supplier partners and company executives descended on Texas’ capital the week of June 8 for Global Travel Collection’s ARRIVE conference at the Fairmont Austin. It was the first gathering held by Internova Travel Group’s luxury agency network since it formally unified its legacy brands—Protravel International, Tzell Travel Group and ALTOUR—under a single identity.

The three-day event showcased how Global Travel Collection (GTC) intends to leverage its combined scale—through stronger advisor support, increased consumer visibility and expanded access for luxury travelers—while investing in the next generation of travel advisors.

Referring to ARRIVE as the “single largest agency show in the industry,” GTC President Angie Licea said she was energized by the advisors' spirit in attendance. “Just hearing them say ‘Global Travel Collection’ instead of the legacy brands—that in itself is a huge milestone,” Licea said in an interview during the conference. “I feel relieved, refreshed, excited and inspired to now go to the next level.”

About 300 of GTC’s approximately 1,500 advisors attended ARRIVE, with members of The Circle—GTC’s top 15% of producers—accounting for 41% of attendees.

“Over the past year, we’ve brought together three incredible brands, great teams, the best-in-class partners and the strongest, most experienced advisors in the industry, and what’s emerged is something stronger than even we could have imagined,” said Simon Brooks, senior vice president of advisor success, during the opening session.

Scale Designed to Create Access

GTC reported approximately $2.4 billion in annual sales in 2026, up from $2.3 billion in 2025, with 44% of its advisors generating more than $1 million in annual production. More than 300 advisors produce at least $3 million annually. Last year, nearly 900 GTC bookings exceeded $100,000.

Licea said the company’s scale gives advisors greater leverage with suppliers and provides clients with access that smaller organizations may find difficult to secure.

“Advisors don’t choose Global Travel Collection despite our size,” she said. “They choose Global Travel Collection because of the opportunities our size creates.”

GTC provides advisors with “the intimacy of a boutique and the infrastructure of an empire,” Licea added. “At GTC, we believe you can have both, and you do have both.”

That influence becomes tangible when a client needs the last available suite, access to a sold-out experience or help resolving a complicated problem, she said.

“Luxury is an access business, and access requires great influence,” Licea added.

Leisure, Corporate and Entertainment Divisions

GTC has reorganized its operations into three primary verticals—leisure, corporate and entertainment—with dedicated leadership and support for each segment. The company also continues to develop GTC One, a centralized platform intended to serve as the portal where advisors begin and end their workday.

Licea said the structure is designed to provide specialized support rather than expecting every advisor to become an expert in every sector of the travel business.

“The future of luxury does not belong to a generalist,” Licea said. “The future belongs to deeply specialized advisors supported by the strong infrastructure we’ve built within Global Travel Collection’s distinctive communities across leisure, corporate and entertainment.”

GTC’s Simon Brooks, senior vice president of advisor success and Vanessa McGovern, senior vice president, partner product, marketing and events.

Luxury Clients Continue to Spend Big

Despite economic uncertainty and geopolitical concerns, GTC executives said demand from luxury travelers remains very strong. Year-to-date performance was approximately 10% ahead of the previous year, while forward bookings were running about 9% ahead.

Josh Stevens, GTC’s senior vice president, strategy and growth, said approximately 6% of the increase is being driven by booking volume and 3% by higher prices. Corporate, leisure and entertainment bookings are all up year over year, with the entertainment segment showing especially strong growth through the end of the year.

“Demand is growing ahead of price,” Stevens said, calling it an indication of “really robust demand” from luxury clients.

The average daily rate (ADR) for GTC bookings this year is a whopping $1,500-plus, while ADR for 2027 is hitting around $1,700.

“People are still spending at unprecedented levels,” said Licea.

Booking Trends Among GTC’s Luxury Clientele

Among the luxury travel booking trends GTC highlighted:

Cruise sales are up 20%, with GTC’s cruise business growing at a rate that’s 14% ahead of the record-breaking broader cruise market.
Luxury cruise products associated with well-known hotel brands now represent approximately 5% of the company’s future cruise bookings. “Looking further ahead, that’s going to reach 10% super quickly, and probably just keep climbing higher and higher,” said Ragan Stone, senior vice president, In the Know Experiences. “The travelers on these itineraries are not migrating from river or ocean products; they’re coming from land-based itineraries, so there’s an incredibly strong brand loyalty there.”
Luxury yacht pricing substantially exceeds traditional cruise transactions. GTC reported average transaction amounts of about $40,000 for certain yacht products, compared with approximately $10,000 for luxury ocean and river cruise bookings. GTC yacht sales are up $3 million year over year.
Shoulder-season travel is gaining ground. While European summer bookings are down 10%, fall bookings for Europe are up 25%, as advisors encourage clients to travel in September and October to secure better value, avoid crowds, and improve access to restaurants and attractions.
Domestic luxury travel is strengthening, with demand rising for New York, Boston, Hawaii and coastal destinations in California, Florida and Rhode Island, as well as luxury properties in Utah, Montana and Arizona. “Domestic ADR is increasing,” said Stone. “It’s showing that American luxury product is no longer a consolation prize; it’s something people are choosing.”
Italy remains highly popular despite rising hotel rates, while Croatia, Greece, Albania and Montenegro are attracting travelers seeking greater value in the European luxury market.
Northern Europe is growing, including Germany, Denmark, Iceland and Greenland, as experienced travelers seek destinations beyond traditional luxury itineraries.
Caribbean festive-season bookings are particularly strong, including demand for Turks and Caicos, St. Barts and the Cayman Islands.

Multigenerational travel is one of the company’s fastest-growing segments, especially among high-net-worth and ultra-luxury consumers seeking villas and other limited-inventory accommodations. “Our advisors are some of the only advisors out there that hold the keys to these really coveted products and can snag them for our clients well ahead of time,” said Stone.

The ARRIVE opening reception at the Fairmont Austin.

Building the Next Generation of Advisors

One of the most significant announcements at ARRIVE was a new advisor development program scheduled to launch officially in November 2026.

Led by Stone, the selective six-month New to Industry program will combine structured education, mentorship, accountability and hands-on experience. It will also include a weeklong immersion at GTC’s offices.

“What we’re building is a very different new-to-industry program,” Stone said. “It’s a program designed around quality over volume.”

GTC is currently testing the initiative with a small pilot group. The company expects to recruit primarily second-career professionals with commercial experience in fields such as banking, marketing, public relations, luxury retail and real estate.

Licea stressed that the program is intended for candidates who view travel advising as a profession and are prepared to build a sustainable business, rather than for people looking to dabble in travel sales.

“There’s an interview process, and there are commitments they have to make so that we get the right people to come in,” Licea said.

Stone said modern advisor training must extend beyond teaching someone how to process a transaction. As booking technology becomes easier to use, the more important skills involve communicating an advisor’s value, attracting clients, closing sales and protecting a book of business.

One participant in the pilot program, Stone said, recently booked a Ritz-Carlton Yacht Collection trip valued at more than $30,000.

Taking the Advisor Story to Consumers

GTC is also investing in broader recognition of its name and the role of the professional travel advisor. “Over the past several months, you’ve seen Global Travel Collection show up across the industry in a much more intentional way through the trade media buys that we’ve done, advertising campaigns and stronger storytelling across social media,” said Vanessa McGovern, senior vice president, partner product, marketing and events.

A centerpiece of that strategy is “1^st Look Presents: Extra Mile Club,” the NBC reality TV show in which GTC advisors compete to design bespoke vacation itineraries for celebrity clients. McGovern said each television broadcast, scheduled after “Saturday Night Live,” reached more than 1.2 million viewers, while the related social media campaign generated nearly 5 million impressions. A new season of “Extra Mile Club” will air this October.

The company originally approached the series as a way to educate consumers about the value of advisors, Licea said. More recently, it has used the show to strengthen GTC's recognition within the travel industry as well.

The strategy is beginning to influence advisor recruitment. Licea recalled meeting an advisor in Los Angeles who watched the program, called her mother and said, “That’s the travel agency I want to work for.” She subsequently left her agency and joined GTC.

McGovern also previewed a social media service expected to launch in 2027 to help advisors tell their stories and promote their businesses.

Education, Networking and Awards

During the conference, advisors met one-on-one with suppliers, attended educational engagement sessions, participated in an advisor town hall, and socialized at receptions and general sessions.

At the ARRIVE 2026 Awards Gala, advisor award-winners included:

Brooke Liberman, recipient of the Rising Star Award, recognizes the advisor who, in the first years of their career, exemplifies true star quality in selling luxury travel products to high-net-worth clients.
Linda Sergeant, recipient of the Rock Star Award, is recognized for being innovative in their collaboration with partners, delivering creative approaches that culminate in the best guest experience for their clients.
Laura Chapman, recipient of the Legend Award, is recognized for being stellar in all aspects of their role.
Michelle Rosen, recipient of the GTC Ambassador Award, Advisor, for exceptional performance, leadership and commitment to GTC values.

ARRIVE attendees scheduled one-on-one appointments with suppliers.

GTC Advisor Feedback

For first-time attendee Holly Bounds—a Destin, Florida-based advisor who joined the travel industry less than four months before attending ARRIVE—networking was the most beneficial aspect of the conference. “Everyone is so kind and generous with their time and recommendations,” she said.

Bounds spoke highly of GTC’s extensive training resources, including a newly launched Cruise Specialist track. A former marketing executive for some of the world’s largest energy companies, Bounds also appreciates the value of GTC’s reputation. “GTC has considerable brand equity as does Internova and, of course, Virtuoso,” she said. “Those brands bestow instant credibility to build a pipeline of new client business and open doors with partner suppliers to enrich our customers’ experience and prove our value as travel advisors.”

Longtime advisor Shary Dyer, CTIE, said the energy and professionalism at ARRIVE were exemplary. “I’ve been in the industry for a number of years, and this was the most well-organized and absolute best!” she said.

She said the unified GTC and suppliers’ respect for the brand “brings value to me and to my clients.” Dyer also praised Licea’s strong commitment to advisors.

The GTC Difference

Licea emphasized that GTC differentiates itself through an extensive support system that includes offices across the United States and the United Kingdom, dedicated leadership for each business segment and a robust training platform. “The level of support is unparalleled,” she said. “Nobody has the support infrastructure that we have for advisors.”

That foundation, she added, has helped GTC establish a track record of moving advisors from $500,000 in annual production to $1 million, from $1 million to $3 million—and ultimately well beyond those levels.

For luxury travel advisors focused on growth, Licea said GTC offers the opportunity to join an organization that’s shaping the industry rather than following it. “People can look to replicate what we’re doing—that’s good for the industry—but we’re not following anybody,” she said. “If you want to grow, we’re the place.”

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