Global Travel Collection (GTC) recently wrapped up its first in-person Elevate conference, which took place at Virgin Hotels New York. This collection of international luxury travel agencies includes Protravel International, Tzell Travel Group, Colletts Travel, Andrew Harper, In the Know Experiences, All Star Travel Group and R. Crusoe & Son.
Between the advisors, suppliers and GTC employees, there were around 700 attendees – and more on the waiting list, which shows just how in-demand in-person events are in the travel industry right now. Throughout the conference, Angie Licea, president of Global Travel Collection, wanted the advisors to recognize the community and culture GTC is aiming to build among them.
“This is a non-negotiable for me. We need engagement from the advisors, and we need them to communicate with us. So, I need them to understand we’re okay to hear the good and the bad. We can make an impact with the feedback they give us. We need them to see us as one community,” Licea said. “We have to be one community in order to leverage in this industry.”
While each advisor can choose to market their business however they’d like, Licea and the team at GTC want them to lean into the community and realize they have the support they need. “GTC is here to support them,” Licea said. “We’re trying to figure out every way possible to increase productivity and help them make more money.”
The conference opened with an energizing reception, giving advisors and supplier partners a chance to meet, network and catch up. Throughout the following days, attendees heard from Licea, as well as J.D. O’Hara, CEO of Internova Travel Group, and others from the executive leadership team. Jane Poynter, CEO of Space Perspective, and Artificial Intelligence Expert Dr. Vivienne Ming also gave moving presentations.
A Focus on the Future
The theme for this highly anticipated conference was centered around exploring the New Frontier. With the emergence of space travel and ongoing advancements in technology, the travel industry continues to create new opportunities for curious minds. GTC is committed to keeping a focus on the future and what’s coming.
“If we don’t, we’re going to get left in the dust,” Licea said. “This industry is evolving at a rate we have never seen since the inception. There’s more happening, more changing at one time now than there has been ever, and so we have to be thinking to the future.”
O’Hara spoke to the group about the company’s vision for the future and said it includes an investment in travel advisors, luxury products and the environment.
“First and foremost, we are in the business of travel advisors, so our commitment is unwavering to you, to continue to develop resources and invest in you, and with any luck grow each and every one of your businesses,” he said.
Strengthening Relationships
Advisors had plenty of opportunities to interact with their supplier partners and GTC staff throughout the conference. In addition to connecting over meals, advisors could visit the GTC Experience Room, which showcased tools and services available to them. Supplier representatives were also available for one-on-one meetings throughout the event.
When choosing who to work with, Licea touched on the importance of it being a two-way partnership with suppliers.
“These should not be one-way relationships,” she said. “It’s a two-way relationship. They’ve got to do their part; we have to do our part, and when you have that marriage, it just works. And so that’s what we look for.”
Travel advisors were also able to attend a presentation from the European Travel Commission, Croatian National Tourist Board and Slovenian Tourist Board. Following the presentation, suppliers from these destinations were available for one-on-one appointments, and the evening ended with a networking dinner.
Elevate wrapped up an exciting few days with a gala and awards event at Cipriani 42nd Street. While virtual conferences have become the norm over the past few years, nothing replicates the energy and productivity that only comes from an in-person event. To learn more about Global Travel Collection, visit globaltravelcollection.com.
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