In the post-pandemic world, the role of the travel advisor is more important than ever, according to Internova Travel Group CEO J.D. O’Hara, who told representatives of the world’s most prestigious luxury travel brands at the recent International Luxury Travel Market (ILTM) Cannes, “People prefer a personal touch when planning their travel.”
As such, agents have a unique opportunity to thrive to today’s thriving travel environment, he added.
O’Hara referenced a survey by Internova – which with more than 100,000 travel advisors worldwide is the largest cruise, vacation and luxury travel seller in North America and the UK – conducted last year showed 79% of (North) Americans would rather work with a human being over an online travel agency.
By working with a human being, consumers say they have access to information that can’t be found online, they can get recommendations on where to go, where to stay and what to do, and they can request upgrades or amenities for their trip, O’Hara explained.
He added that travel advisors not only provide value to consumers by saving them time and money, but they’re vital for the health of the travel and tourism industry.
Consumers who use a travel advisor take leisure trips more frequently and for longer periods of time, spend more on average per night and have a larger overall travel budget. Travel advisors are influencers, using their expertise to plan a trip that’s the right fit for each client, even if the client comes to them with a destination in mind.
Top 2023 destinations
Meanwhile, looking ahead to 2023, Italy, France, the United Kingdom, Mexico, and Israel are the top destinations booked by travel advisors with Global Travel Collection (GTC), Internova’s luxury leisure and premium corporate division, said O’Hare. Japan, Greece, Spain, the Bahamas, and South Africa round out the top 10.
“We’re seeing more interest in travel to Europe in general, due to the favourable currency rate,” O’Hara noted. “Interest in travel to Mexico is seeing a big shift as the demand for luxury, all-inclusive vacations increases.”
Cruise
When it comes to cruises, the top destinations for GTC clients in 2023 are Canada, Italy, Greece, Norway, and France, followed by Spain, the Netherlands, Malta, Japan and Singapore.
Luxury cruising was one of the first cruise segments to rebound post-pandemic, and O’Hara sees strong momentum going into next year. “Luxury travellers want a higher level of service, elevated cuisine and a more sophisticated cruise experience – and are willing to invest in the experience,” he said. Cruise lines are continuing to refine their voyages, from dining choices to pre- and post-cruise travel to immersive itineraries.
Internova
Travel advisors are the heart of Internova’s business, and in 2023 O’Hara says the company will continue to ramp up its investment in them, providing opportunities for marketing and communications, as well as new and innovative tools designed to give them a competitive edge.
When it comes to luxury travel, Internova will take steps to reimagine that category in 2023, including enhancing Internova SELECT Hotels & Resorts, a competitive, value-added amenity program made up of more than 1,600 of the world’s most distinguished premium properties.
The company will also strengthen its commitment to Global Travel Collection. As part of that effort, Internova will launch a quarterly magazine, Oltre, which will be distributed to clients of GTC’s 1,500 luxury travel advisors.