Tell us a little about yourself and how long you’ve been in the industry?
Forty-two years ago, I began my career as a leisure travel agent with the established and very British, Thomas Cook Travel at Bay & Bloor in Toronto. There was one Reservac in the office, we hand-wrote tickets, worked with OAGs, and smoked at our desks. I have worked for most of the national retail travel Companies working my way up through mid-management. Ten years ago, I chose to leave the security of the corporate environment and bet on myself to start my own travel company to be at the end of an internet connection anywhere in the world. Aligning myself with Virtuoso, the whole world opened up to me in a new and fresh way. Curating extraordinary experiences rejuvenated my love and enthusiasm for my life’s work. As an IC I am now able to enjoy the blessings of my hard work. Recognizing my value, defining my business, focusing on my ideal client and working with the suppliers I want to. Only after I left the corporate world did I receive recognition, awards and opportunities to share at the ACTA conference last year. Earning the Conde Nast Traveler Top Travel Specialist for the past three years has been a career pinnacle. I look forward to many more years of doing what I love! Succession planning is underway so that I will have options down the road; my clients will continue to be well taken care of and the flourishing business I’ve built will continue to grow and pass on to the next generations.
What do you specialize in and why?
Three areas of specialization. On the water: small ships – expedition, river, luxury, yachts, barges; in the air: private planes; and on land: villas, safaris, off the beaten path, food & wine, adventure, custom tours. This is how I travel, and these are the stories I share with my clients and sometimes they also travel with me. My clients are wanting those off the beaten path places, unique and authentic experiences, with supported independence. The value I bring is being able to know and understand the nuances of why this cruise experience matches them perfectly, why this hotel is exactly the right location, why the price is what it is every time.
I recently read a study that women above the age of 50 will drive $746 billion in travel spending by 2035 – coming in right after millennials. Does that align with your clientele?
Yes, for sure we are seeing that. For all different reasons. I celebrate them for their courage, tenacity and desire to do it! My target client is 55+.
Are you noticing any interesting trends from the bookings you have? Are your clients still travelling to the U.S. with the ongoing tariffs?
I’ve recently received a few more inquiries for New Zealand than usual. I have not had any clients cancel arrangements and I have clients that are continuing to take their opportunities to see friends and family in the U.S. As a Canadian specialist I’ve always had an emphasis on Canadian suppliers and Canada as a destination. I can be just as successful selling Canada as anywhere in the world. The world comes here for vacation and so we should also experience our beautiful nation.
What’s your biggest piece of advice for travel advisors right now?
Run your business as a business and not a hobby.
Tell us a little bit about a booking that stands out – whether it’s the most expensive, the longest, the most adventurous, etc.
My goodness, there are just too many. Each adventure I’d like to think has something that stands out. It is really curating a unique experience for every client. I do not ever reuse the same itinerary. Even if the client request sounds the same with the spots they want to include, truly if you ask enough questions each client will have something different they enjoy. Incorporating that unique interest into their own adventure will make that a highlight they will always treasure.
What are your thoughts on FAM trips? Are they valuable? Why? Do they help you sell more? How can they be improved?
It depends on your reason to start. Just because there is an opportunity doesn’t mean you should jump at it. Be intentional, not only of the investment of time and money, but on the part of the supplier, tour operator, host agency, cruise line or tourist board would be worthwhile. What experience do you expect to gain that will translate into business for those investing in you. The experience of a mega FAM with a few hundred agents versus a very select small group of qualified advisors will be vastly different. What is your business make up? What type of travel do you want to let go of so you can focus on what you really want to do? Look forward to where you want to take your business. You cannot be all things to all people. After 42 years I am very selective and rarely do I accept a FAM invitation. I have distinct criteria before I even consider an opportunity that I run through. I like to see a thoughtful application that requires me to demonstrate with a business plan how I will share this experience while travelling, what I will do before and after to ensure I will be able to attract clients to this region so they can expect an ROI from me. This also gives me an idea of the quality of the other travel advisors that will be the group. The experience can be invaluable when approached correctly from both sides.
What’s the biggest challenge you are facing in the travel industry right now? What do you think can be done to help it?
Being beholden to thinking tour operators, airlines and some cruise lines are the only options. You are selling their contracts. Yes, clients can book directly, they do, and the suppliers gladly accept that business knowing they are excluding the line of distribution they all say is vital. Should you want this type of business, you are agreeing to the diminishing commissions, diminishing service and diminishing accountability. Do the math – your time making that easy AI package booking, and when things go sideways are you actually making anything after the hours and days of frustration?
As an IC you have choices. Do things differently! Curate your own packages, add your own mark up so you are in fact paid properly for your work and are working directly with the resort, hotel, cruise line that does value your business. For host agencies – take a look at your local markets – if you have a few particular weeks in the winter season where you have large numbers out of a certain market with a regional airport to a destination (hopefully a destination that also offers cruise departures as well) it makes sense for you to offer a private charter flight (give everyone an elevated premium class seat and inclusions) out of a regional airport for your advisors to sell into your own block space.
Do you have anything to add?
It is a privilege to be a part of this vibrant industry. Choosing how, when, where we want to work and with whom we want to work. Take yourself as a professional and your business seriously. Align yourself with suppliers and products that make you shine. Think beyond the obvious. Travel the way you want your clients to travel.
Nominator:
“Diane is an absolute gem. A true professional that breathes honesty, respect and happiness. She treats her suppliers – me anyway 🙂 – as she treats her guests, an instant trust is built. I just love her!”
