Travel advisors on continuous learning through FAM trips and supplier training
Can you tell us a little about yourself and what you specialize in?
AB: I began my career in 2024 with Paull Travel as a Corporate Travel Assistant after graduating from the Travel and Tourism program at MacEwan University. During my time at Paull Travel, I have developed a strong understanding of business travel and how to best support clients in creating seamless travel experiences. While I enjoy corporate travel, I also love exploring leisure travel planning, especially Disney vacations. Disney has always been a passion of mine, so I enjoy crafting memorable trips while sharing my enthusiasm and insider knowledge with clients. As the Disney Specialist in our office, helping clients create magical vacations has been an incredibly rewarding part of my career.
JS: I became a travel advisor part time 13 years ago and then in 2021 I began focusing on travel full time. I joined TTAND three years ago and then became self-branded just over a year ago. I’m growing my team and currently have three associates. Though I do all types of travel, my passion is with cruising, particularly smaller ships.
What training or certifications have had the biggest impact on your success?
AB: All learning is valuable in this industry and continued education is essential throughout your career. The travel industry is constantly evolving so it is our responsibility to stay informed on the trends, products and updates to provide the best experience for our clients.
Here in Canada, one of the best sources for supplier training would be through ACTA. The Association of Canadian Travel Agencies offers a variety of webinars designed to support advisors in expanding their knowledge as sales skills. From attractions and hotels, and destinations and industry updates, their in-depth online webinars that keep advisors informed and confident in their selling. Having access to these on-demand webinars allows advisors to learn at their own pace while developing valuable supplier knowledge and industry contacts.
As a Disney Specialist, the Disney College of Knowledge has had one of the greatest impacts on my success. While I already had extensive knowledge of the parks already, the Disney College of Knowledge provides a detailed summary on Disney products and serves as a great ongoing resource throughout an agent’s career. Success in travel also comes from being informed on the surrounding areas of the destinations you sell. This allows agents to craft in-depth itineraries with additional points of interest, ultimately increasing client satisfaction and overall sales. Destination and attraction training such as Visit Anaheim or the Universal Partner Community have been very valuable in helping expand my niche expertise and destination knowledge.
JS: Honestly, our suppliers have all done a fantastic job with their training programs, and I’ve gained something from each one. What really makes a difference for me are the modules that reward you with travel upon completion – being able to actually experience the destination or product takes your knowledge to a completely different level.
Which learning formats do you find most effective (webinars, FAM trips, in-person events, or online courses) and why?
AB: I believe FAM trips are the most effective learning format because the best way to learn about a destination is through firsthand experience. Seeing the product you are selling allows you to market it more effectively and build stronger connections with your clients. Webinars, in-person events, and online courses are a great source of fact-based information that remain incredibly important in our digital world. However, FAM trips provide personal connections, practical insight, and insider information that cannot be gained anywhere else. Every destination, hotel, and attraction has its own feeling, and experiencing it firsthand allows you to better communicate that to your clients. This information also helps paint a clearer picture for your clients while reinforcing credibility and expertise.
JS: I find that the in-person training is very beneficial. A lot of suppliers are doing training and in-person training in smaller towns/cities, which is great for agents. I like that we get to know the suppliers, build relationships with our BDMs. When you are doing in person training, you can focus on the product, ask questions and not only do you learn from the suppliers, but you learn from other agents.
I also think that experiencing the products first hand by sailing on different ships, visiting different countries, different resorts, etc. are a great way to help my clients find the best fit for them.
How important are supplier-led training programs from tour operators, hotels/resorts, cruise lines or destinations/tourist boards in your day-to-day selling?
AB: Supplier-led training programs are essential in day-to-day selling. These programs provide in-depth information on destinations and products that advisors might not have experienced personally. They are one of the best sources for trade information, industry trends, and new and upcoming products while helping build strong relationships with supplier partners. Beyond product knowledge, having trusted trade contacts builds confidence when selling and creates peace of mind for both the agent and the client throughout the travel experience.
JS: These are invaluable, it is impossible to experience all the products personally, so these training programs are a great opportunity for us to learn and be able to refer back to them to answer any questions clients have.
Do you feel there are gaps in the education currently available to advisors? If so, what would you improve?
AB: There is always space for growth when it comes to educational opportunities in the industry. While there are several sources that provide in-depth product information, one of the biggest challenges for new advisors is learning how to apply that knowledge to real-life selling situations. Before finding my niche, it was challenging to connect the wealth of information being presented to my day-to-day selling. Much of the training covered products and destinations outside the areas I was actively selling. More educational opportunities focused specifically on new advisors and ways to apply supplier training to increase sales would be incredibly beneficial.
JS: Suppliers are doing a fabulous job keeping us informed and offering training on their products and updating us on changes. I think that maybe there should be more training for newer agents or a mentorship type program for them to learn.
How valuable are FAM trips in building your expertise and confidence when selling?
AB: Even when you know a product well, being able to experience it first-hand is a valuable tool that builds confidence when selling to clients. I recently attended a FAM trip with Visit Anaheim and WestJet Vacations, and even though I have been to that destination before, this trip provided me a deeper understanding of the area from an industry perspective. Touring the hotels and experiencing local attractions makes you more knowledgeable on the product that cannot be gained online. These experiences provide insider tips and tricks that add value to you as an agent and strengthen your confidence in the destination you are selling. This deeper understanding of the product helps advisors better match clients with accommodations and experiences best suited to their needs, ultimately building long-term trust and reinforcing expertise.
JS: FAMs are an excellent opportunity for us to expand our knowledge and confidence. There is nothing better than first hand knowledge that we can pass along to our clients. When a client asks a specific question about a cruise line, property or destination, there is a world of difference between relaying what you’ve read and speaking from personal experience. That confidence comes through in how you present options and guide clients toward the right choice for them.
Can you share an example where firsthand experience directly helped you close a sale or increase your sales?
AB: Through this FAM, I was able to get a better idea of the hotels in the Anaheim area and relate that to what my clients are looking for – whether it is a kitchenette, pool amenities, location, of family-friendly feature – which helps me offer more personalized suggestions best suited to them based on firsthand experience. While hotel websites may advertise similar amenities, being able to see them in person offers a clearer perspective on where each property excels. Some hotels may be better suited for families with waterslide and splashpads, while others may offer more relaxing amenities like large pool decks for adults looking to get away. Understanding these differences helps advisors target recommendations more effectively and build client satisfaction over time.
JS: As a Distinctive Voyages host with Travel Leaders, I have been fortunate to sail on different cruise lines. After my Azamara cruise, I was able to present the benefits of Azamara to two separate couples and they booked an Azamara cruise and loved it. Also, I’ve done several river cruises with Avalon Waterways and AmaWaterways so when I talk to clients who are interested in river cruising, they can see my passion and love of river cruising and they get excited about experiencing it as well.
Which tourism boards or suppliers offer the strongest educational support and inside knowledge?
AB: As I continue to grow in the industry industry, I am constantly expanding my trade knowledge through learning platforms offered by tourist boards and tour operators. One of the most valuable education sources I have found is our consortia partner, Ensemble. Their learning portal, Universe of Ensemble (UofE), offers a wealth of webinars and training resources. Having a centralized source of information not only makes education more accessible but creates opportunities to connect with suppliers for additional support and insight.
JS: Honestly, I think they all do great offering training and support to expand our knowledge. I really enjoy in person shows like ACTA’s Travel Summit that offer seminars, panels and trade shows that bring the suppliers together in one place.
We know you’re learning all the time. But who do you recommend when clients want to learn while they’re travelling and why?
AB: Matching suppliers and travel styles to a client’s interests is one of the best ways to create a meaningful and memorable travel experience. For clients who are passionate about learning and cultural immersion, there are many options available including G Adventures and National Geographic Journeys. There are also tours that focus on culinary experiences, history, and other specialized interests that cater to travellers looking for a meaningful local experience. To create the perfect itinerary, we work closely with these destination management companies to curate customized travel experiences tailored to each client’s travel interests and goals.
JS: I encourage my clients to take part in the onboard seminars as well as excursions. River Cruising, with their included excursions offer a great way to learn about the destination from the local guides who lead the excursions. It’s also a great time to partake in activities like painting, cooking classes, hiking, and wine tasting. I’m seeing a lot more cruise lines offer onboard enrichment activities like local cooking classes or guest speakers on the region. Take advantage of all the perks the cruise lines offer. I also offer clients excursions for all inclusive properties so that they are able to learn about the region first hand.
Do you have anything to add?
JS: As agents we are constantly learning and expanding our knowledge – it’s almost a full time job just keeping up with all the changes. I think that is one of my favourite aspects of being a travel advisor — the learning!
