Can you tell us a little about yourself and how long you’ve been in the industry?
I began my career in the travel industry in 2005, following a 20-year career in nursing. For five years, I balanced both professions before transitioning to travel full-time. That background has shaped my approach–combining care, attention to detail, and a strong commitment to client service.
What do you specialize in and why are you passionate about that?
Early in my travel career, I experienced a Sandals Resorts property in Jamaica, and it was a defining moment. I immediately recognized the value of that level of travel experience and how meaningful it could be for my clients. From there, I chose to focus on romance travel–particularly honeymoons and anniversary trips. I’m passionate about helping clients celebrate life’s most important milestones in a way that feels effortless, memorable, and truly special.
Are you noticing any interesting trends from the bookings you have or from what suppliers are promoting?
I am seeing a continued shift toward luxury travel. Even when a higher price point initially feels like a stretch, once clients experience it, they quickly recognize the value. There is a growing understanding that investing more upfront often results in a significantly enhanced overall experience.
Are you incorporating AI into your workflow? What are the benefits? At the same time, how will AI never replace the work you do?
I do incorporate AI into my workflow, primarily as a tool for efficiency, especially when it comes to refining communication. It’s particularly helpful in ensuring that messaging is clear, professional, and aligned with the tone I want to convey, even in more sensitive situations. That said, AI will never replace the personalized service I provide. It cannot replicate the relationships, intuition, and level of care that my clients value and rely on.
What’s your biggest piece of advice for travel advisors right now?
Education is key. The more knowledgeable you are within your niche, the more value you bring to your clients. Travel is complex and constantly evolving, and clients depend on our expertise. Just as people seek out professionals in other areas of their lives, travel should be no different. Our role is to provide insight, guidance, and confidence throughout the entire process.
How is the role of the travel advisor evolving?
The role is evolving from transactional booking to trusted advisor. While anyone can book travel online, what truly matters is everything beyond the booking–the guidance, the preparation, and the support. Our responsibility is to help clients understand the full picture and to position ourselves as professionals. When we do that effectively, service fees become a natural and accepted part of the process.
Tell us a little bit about a booking that stands out:
There have been many memorable bookings, but one that stands out was planning a trip for a couple facing a terminal diagnosis. Being able to help make that dream a reality was incredibly meaningful.
What are your thoughts on FAM trips? Are they valuable? Why? Do they help you sell more? How can they be improved?
FAM trips are absolutely valuable, particularly when they are well-curated. As a team, we have begun creating our own FAM opportunities in smaller groups, which has proven to be far more effective. These experiences allow for deeper engagement with hosts and a more targeted focus on the products we actively sell. We are intentional about the brands and properties we support, so firsthand experience is essential in building confidence and credibility with our clients.
What’s the biggest challenge you are facing in the travel industry right now? What do you think can be done to overcome it?
One of the biggest challenges is maintaining a healthy work-life balance. Over time, I’ve realized that this begins with setting clear boundaries and valuing my own time. Implementing a professional planning fee was a turning point–it helps identify clients who are serious, understand the value I provide, and respect the process. This shift allows me to focus my energy where it is most impactful and sustainable.
Do you have anything to add?
At its core, travel is about connection, celebration, and creating lasting memories. As advisors, we have the privilege and responsibility of shaping those experiences. When we approach our work with professionalism, intention, and care, the value we provide becomes unmistakable.
Nominator:
“As the Director of Sales for Canada, I am nominating Lois Barbour because she consistently demonstrates outstanding attention to detail, dedication, integrity, and care for her clients. She is knowledgeable, extremely thorough in her work, highly organized, and always honest in her recommendations, which builds strong trust and long-term client relationships. She holds the hands of younger/newer agents entering the industry, which speaks volumes. She gives back to the community in Canada and Jamaica where we operate during any crisis. She represents the industry exceptionally well.”
