In honor of Global Travel Advisor Day (May 7th, 2025), I wanted to take a moment to shine a light on our incredible travel advisors and celebrate the amazing work that they do. On a recent episode of The Travel Business Unpacked podcast, I invited Shannon Cunningham, our Director of Engagement at Gifted Travel Network, to join me for a discussion about how we can continue to elevate the perception of this profession.

Shannon brings a wealth of experience to this conversation, having been an advisor herself before moving into her current role. She was even in the advisor's seat during the pandemic, experiencing firsthand the challenges that tested our industry. Her perspective is especially valuable because she understands both the difficulties advisors face and the meaningful impact they have on clients' experiences.

Many people still ask me if travel advisors exist anymore, which always makes me smile. Not only do we exist, but the profession is thriving as travelers increasingly recognize the value we bring. However, there's still a common misconception that travel advisors are merely "bookers" who find deals. In reality, true travel advisors are designers, project managers, and relationship builders who create transformational experiences.

During our conversation, Shannon and I discussed three key ways travel advisors can lead by example and elevate our profession:

1. Start with Your Why and Stick to It

When you build a business from what's in your heart rather than just what makes logical sense, you develop staying power through the inevitable ups and downs of entrepreneurship. Your "why" also has a magical marketing effect, helping you shift from a transaction mentality to one of genuine service and value.

We highlighted GTN Top Producer Merry Jennifer Markham (who also has been a guest on the podcast - Watch it here) whose "why" comes from her experience as an oncologist. After hearing countless patients express regret about not traveling more with loved ones, she built a thriving travel business focused on helping people create meaningful experiences before it's too late. This authentic connection to her purpose has attracted both clients and team members who share her values.

2. Elevate Your Brand

If you DIY your branding, you'll attract clients who want to DIY their vacations. These clients tend to be transaction-oriented and aren't the best match for advisors who provide comprehensive design and service.

Shannon shared her own branding evolution, moving from a generic palm tree logo to something that better represented her business values. We also discussed how advisors like Patricia Castoro of Curated Travel Partners transformed their businesses by investing in professional, thoughtful branding that truly reflects their value. Though her previous business name was meaningful to her, it didn’t speak to her ideal client, so she rebranded to something that would attract clients who appreciate thoughtful design and personalized service.

3. Cultivate Connections

Relationships matter enormously in this business. Travel advisors should focus on cultivating connections with clients, partners, and community organizations like ASTA that support and advance our industry.

At GTN, we pride ourselves on the strong community we've built among our advisors. This collaborative environment is something that sets us apart and creates tremendous value for everyone involved. Our advisors regularly share knowledge, support each other through challenges, and celebrate each other's successes.  

This sense of community was on full display at our recent symposium aboard an Avalon Waterways river cruise, where I witnessed firsthand how our advisors cultivated meaningful connections with partners and each other. These connections aren't just nice to have; they're essential for success. There were advisors who attended that event who connected with reps onboard and started conversations that have already translated into significant bookings with that partner.

Travel is transformational. It heals, deepens relationships, and opens minds. As travel advisors, we have the privilege of creating these life-changing experiences for our clients. The next time someone asks if travel advisors still exist, I hope you'll share not just that we do, but why what we do matters so much.

Happy Global Travel Advisor Day and Travel Advisor Appreciation Week!