USTOA Tour Operators Share Appreciation for Travel Advisors

Here's what USTOA tour operators have to say about the travel advisors they couldn't imagine working without.

Terry Dale Published April 29, 2026

When it comes to creating truly unforgettable travel experiences, USTOA tour operators know they don't do it alone. This Travel Advisor Appreciation Month, we're celebrating the partnerships that make the magic happen by passing the mic to our members. Here's what USTOA tour operators have to say about the travel advisors they couldn't imagine working without:

"Travel advisors are the heartbeat of the Globus family of brands. Their trust, partnership and belief in the vacations we deliver help to shape the guest experience. At Avalon, we’re especially grateful for the advisors who help our cruises find their way to those who will love them most. And repeat the experience with Avalon, Globus or Cosmos." - Pam Hoffee, President, Avalon Waterways

“The world told travel advisors they weren't needed anymore. We never believed that for a second. For 45 years, we've built everything — our tools, our teams, our entire company — around the belief that what advisors do for their clients cannot be replaced. We're one of the few suppliers that only sell through advisors, never directly to consumers. We're not just your partner. We're your biggest fan!” - Gina Bang, Chief Sales & Marketing Officer, Avanti Destinations

“Travel advisors play a vital role in our industry — bringing a mix of expertise, trust and personal understanding that’s hard to replicate. At Collette, the focus is on making an advisor’s work easier and more rewarding, with education, tools and collaboration that support long-term growth and success.” - Jeff Roy, Chief Revenue Officer, Collette

“We deeply respect and appreciate the value travel advisors bring to our industry, and we consider our advisor partners an extension of our own team. Their professionalism and expertise enable depth of understanding into both their clients’ specific travel interests and marketplace offerings. That’s a recipe for delighted guests and valuable partnerships.” - Keith Baron, Chief Operating Officer, Perillo Tours

“We are deeply grateful for our travel advisor partners for their unwavering support, expertise and advocacy. You’ve introduced generations of travelers to the Tauck experience, helping us grow our global community. Your guidance, passion and partnership continue to inspire meaningful journeys and ensure our shared success as we move confidently into the future together.” - Jeremy Palmer, President, Tauck

About the Author

As president and CEO of USTOA, Terry Dale is a global leader in travel and tourism. A sought-after speaker addressing travel and leadership audiences around the world, he serves as an advocate and ambassador for USTOA and the industry at large. He is guiding USTOA “50 years forward” focusing on the most pressing issues of sustainability and DEI during the association’s milestone 50th anniversary year.