What Makes a Go-To Travel Supplier?

by Patrick Clarke
Last updated: 5:00 PM ET, Fri April 7, 2023

When it comes to being a successful travel advisor, few things are as important as matching your clients with the right suppliers.

For those just getting started in the business, developing relationships with trusted brands is vital to a bright future. So, what do some of the industry's top travel advisors look for in a go-to travel supplier?

"I look for a long-term relationship, one who will be there when I need them 24/7, offers a price match and has good working relations with hoteliers if a problem occurs," says Tammy Levent, Founder of Elite Travel. "Exceeding my expectations and the clients."

"Before I even try to match my clients, I vet the suppliers based on how easy they are to work with, meaning do they respond timely, are their CSRs helpful and knowledgeable, can I book online, how long do they keep you on hold when you have to call for assistance," adds Miki Taylor, Founder and CEO, Taylor & Co. Travel.

"If a supplier does not check all of these boxes, then they are rarely used if ever because I want to control my reputation and have confidence when booking my clients' trips."

TruBlue Travels owner Jemica Archer says "the most important thing that I look for in a supplier is how they handle challenges when they arise."

"I've had to deal with this a lot recently because travel is going through the roof, especially international travel. I believe suppliers are always friendly when you're booking vacations with them. It's when I call or need assistance and how you show up for me to help. Those are the suppliers that I remain loyal to," she said. "The commonality for a great supplier to me is being responsive, proactive and following up on concerns and also soliciting feedback."

Archer specifically praised Avanti, South African Airways and Ntaba for "following up with me and doing what they can to make sure my clients are taken care of."

Travel advisors looking to build these relationships can start with reviews and recommendations.

"When I start to vet travel suppliers, I look for a company with good recommendations, which I usually acquire by asking my trusted travel colleagues or host agency," Trish Gastineau, Simply Customized Travel, told TravelPulse. "Just because they might be members of our consortia does not automatically mean that they would be a good fit for my clients and how they travel."

Suppliers that provide travel advisors with the right tools are also more likely to be successful. "I’m a big fan of tour operators that give me tools to do the work myself," says Ryan Doncsecz, Groups Manager, VIP Vacations Inc. "VaxVacationAccess, a very popular website that houses many tour operators, has a ton of modification tools that help empower me to work our files in a timely manner."

"When picking a tour operator it is a good practice to work with companies whose information is straightforward, pay commissions automatically and in a timely manner, have a quick customer service team when issues arise, and employ Business Development managers who are empowered to help their accounts," Doncsecz added, shouting out Classic Vacations.

"I’m a big fan of their speed and accuracy in the quoting process, but also with group modification requests. This is a testament to their team members who are working in the group’s department, highly skilled and responsive. Their group booking portal online is clean and straightforward and provides the necessary tools to get the job done."

Becky Lukovic, Travel Advisor and Owner, Bella Travel Planning, says that travel advisors and suppliers should be "partners" as well as "experts" in their fields.

"I want a supplier who is a partner with me—who can assist me in a pinch and work diligently on behalf of my clients if there is an issue. I can reach out to them at any time and they are here for me. They will give me honest, straightforward feedback and work hard to find solutions to best fit my clients," she said.

"I look for a commitment to excellence in the experiences they offer and the service they give to my clients. For me, it’s important for a supplier to be an expert in the area they are representing. They need to offer out-of-the-box experiences and have a finger on the pulse of what is new and exciting."

Fair pricing is another important factor to be taken into consideration. "Although I work primarily in the luxury landscape, the price should be fair as it can be difficult to present an itinerary with elements excessively marked up," added Lukovic. "We are all here to make money, but some markups are out of control."

Gastineau also emphasized the importance of being able to handle an "out-of-the-box" request. "I find that the commonality between my top preferred suppliers is a good response time when I make a request, as well as their ideas when I have an out-of-the-box request on behalf of a client," she said.

Offering a wide range of products and services appealing to travelers of all types can be another big differentiator, travel advisors point out.

"When looking for suppliers, obviously the first consideration is what properties the supplier works with," says James Berglie, President, Be All Inclusive. "A wide range is ideal, but also a range of properties that are properly vetted helps as well as we find it extremely necessary to make sure that the TO has the support of the properties they offer so we can efficiently resolve any issues in a timely manner if they occur."

"For all-inclusive resorts, I love AMR [now the Inclusive Collection]. Their marketing is amazing, and they provide an agent with the tools needed. I have visited a lot of their properties and they have something for everyone," added Taylor.

There are many traits that set the most trusted travel suppliers apart but communication, fair pricing and support seem to be among the most important when deciding which to partner with and ultimately trust your clients to.

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