Can you tell us a little bit about yourself and how long you’ve been in the industry?
I’ve been involved in many facets of the travel industry for several decades. My career began after completing the Travel Consultant Program at Medicine Hat College in 1991. From there, I moved into the airline industry, where I spent 23 years—years filled with planning countless friends and family trips and experiencing the industry from the inside out. In 2014, I returned to Medicine Hat College to teach the online Travel Counsellor Program, an ACTA-certified program. Alongside teaching, I continued booking travel as an independent contractor, and I’ve now been a home-based agent for the past 14 years. I’ve seen the industry evolve dramatically over time. I still remember handwriting tickets, flipping through the OAG hotel guide, spending hours on the phone, and relying on fax machines for confirmations. Watching the transformation from those early days to today’s technology-driven landscape has been incredible. Travel is also a big part of my personal life. My husband and I have been married for 28 years, and we love getting away whenever we can. We live in Medicine Hat, Alberta, and exploring the world together continues to be one of our favourite shared experiences.
What do you specialize in and why are you passionate about that?
I sell a wide variety of travel, but it took me a few years to discover where my true passion truly lies — cruising. Over time, I found myself drawn to the unique experience cruises offer, and that passion has only grown stronger. Cruising brings together adventure, relaxation, culture, and convenience in a way no other style of travel can, and helping clients discover that for themselves is what keeps me passionate about this specialty. I’ve hosted several cruise groups, mostly throughout the Caribbean, and I’ve also led group river cruises. Most recently, I escorted an ocean cruise group through the Mediterranean. Many of the travellers were brand-new to cruising, which made the experience especially rewarding. I love being able to share my cruise knowledge, insider tips, and firsthand experience to help clients feel confident, excited, and well-prepared for their time at sea.
Beyond my cruise specialty, I’m a full-service travel agent, supporting my clients from the very first planning stages all the way to the “welcome home.” Every step of the way, my clients know they can count on me for guidance, support, and personalized service.
Are you noticing any interesting trends from the bookings you have or from what suppliers are promoting?
I’m seeing a shift toward bucket list travel and trips that focus on meaningful experiences rather than simply getting away for a week. Travellers are putting more thought into where they go and why, and they’re choosing itineraries that feel special, memorable, and worth the investment. Another trend I’m noticing is clients moving away from traditional all-inclusive vacations and toward cruises — essentially “floating resorts.” Many travellers are discovering that cruising offers more variety, more destinations, and a higher level of service, all in one trip. I’m also putting more focus on promoting travel close to home. Canada has so much to offer — incredible landscapes, unique experiences, and hidden gems right in our own backyard. More people are realizing they don’t have to go far to explore something amazing.
Are you incorporating AI into your workflow? What are the benefits? At the same time, how will AI never replace the work you do?
Although AI can assist with ideas and travel planning, it may also miss out on what you are really looking for. May limit options based on preferences. That said, AI can also miss the mark. It doesn’t always understand the full picture of what a client is truly looking for, and it can unintentionally limit options based on the way a question is asked. It can’t replace the personal conversations, the clarifying questions, or the ability to read between the lines — all the things that help me match clients with the right experience.
This is where my role remains essential. As a travel professional, I provide: personalized recommendations based on real conversations, not algorithms. Firsthand experience, especially with cruising. Human judgment when comparing options or navigating complex itineraries. Support from the initial planning stages to the “welcome home”. Advocacy when something goes wrong — something AI simply can’t do.
What is your biggest piece of advice for travel advisors right now?
My biggest piece of advice for travel advisors is to remember that you can’t know everything about everything. Focus on your strengths, allow yourself to learn new products, and always know your worth — our expertise and resources truly matter. Be honest with your clients and provide personalized service. Stay current on new destinations and trends, and don’t be afraid to carve out your own niche. Most importantly, invest in your education and continue growing your business. The more you learn, the more value you bring to your clients.
How is the role of the travel advisor evolving?
The role of the travel advisor is evolving as clients arrive with lots of ideas and online research — but they still need an expert to pull it all together and tailor it to their needs. We’re increasingly being recognized for providing personalized planning, not cookie-cutter trips. Advisors today focus on creating custom experiences that match each client’s tastes, values, and travel goals. We’re building long-term relationships and supporting travellers through every stage of their journey. There’s also a growing demand for meaningful, purpose-driven travel, and advisors play a key role in guiding clients toward experiences that truly resonate.
We’re also becoming advocates for our clients — helping them navigate challenges, protect their investment, and feel supported from start to finish. The human element is more important than ever.
Tell is a little bit about a booking that stands out – whether it’s the most expensive, the longest, the most adventurous, etc.
One of my favourite bookings — and the one that truly stands out — was my very first ocean cruise group – was a friend of friends group. It was a 10-night Caribbean sailing out of San Juan with 120 guests from Canada, the USA, and Brazil, ranging in age from 2 to 80. It was such a diverse, energetic group, and with 95% of them being first-time cruisers, the experience felt incredibly special. We even had one couple in our group exchange wedding vows, while on board, which added an unforgettable touch to the trip. Coordinating all the details, bringing everyone together, and then getting to experience the cruise alongside them was so rewarding. Seeing their excitement and watching so many people fall in love with cruising made my heart genuinely happy. That trip confirmed for me that I had chosen the right path — helping people create memories they’ll carry forever. Since then, we’ve continued doing a group cruise every two years, and it’s become a tradition. In fact, while we’re still on board, many of them are already deciding where they want to go next. We will be experiencing the Mediterranean together this month!
What are your thoughts on FAM trips? Are they valuable? Why? Do they help you sell more? How can they be improved?
I believe FAM trips are one of the most valuable learning opportunities for travel advisors. There’s nothing better than firsthand experience — seeing the destination, exploring the properties, understanding the processes, and getting a feel for the culture. You gain real-life knowledge that simply can’t be learned from a brochure or website. FAMs also allow you to build local connections, meet suppliers and BDMs, and share insights with other agents. That networking is incredibly helpful when you’re back home planning trips for clients.
Later this year, I’ll be participating in the ACTA FAM to Japan, and I’m beyond excited. Experiences like this not only expand my knowledge but also allow me to bring back authentic recommendations and stories that help my clients feel confident in their travel choices.
I personally enjoy smaller, more focused FAMs, as they offer deeper training and a better understanding of the destination. But all FAM opportunities are valuable — they boost confidence, credibility, and ultimately help us sell more because we’re speaking from experience. There’s truly nothing like experiencing a different culture firsthand and bringing that knowledge back to our clients.
What’s the biggest challenge you are facing in the travel industry right now? What do you think can be done to help it?
One of the biggest challenges in the travel industry right now is the ongoing economic uncertainty. It feels like there’s always some kind of dark cloud hanging over the industry — whether it’s global events, financial pressures, or shifting consumer confidence. And yet, the industry continues to prove how resilient it is.
Despite the challenges, people still have a deep desire to explore the world. Travel remains a priority, even if the way people plan or spend has changed. What can help is continuing to adapt, staying informed, and focusing on the value we bring as advisors. When clients feel supported, understood, and guided, they’re more confident in moving forward with their travel plans.
Every day brings a new challenge in this industry, but it also brings new opportunities — and that’s part of what makes it so rewarding.
Do you have anything to add?
I am truly honoured to be featured in Travel Courier magazine. Thank you for giving me the opportunity to share my passion for travel and my journey in this amazing industry. I absolutely love my clients and the experiences we create together, and they know I’m there for them 100% of the way. Over the years, I’ve built incredible friendships with clients, colleagues, and partners across the industry.
I do believe all travel advisors should be certified — professionalism and education matter. At the end of the day, we’re all on this journey together, supporting one another and helping travellers see the world with confidence!
Nominator:
“I am excited to nominate Lori for this recognition. Even before we had the opportunity to meet, she was already one of my strongest supporters. She truly embodies the reason guests value and trust travel advisors. Lori is kind, exceptionally knowledgeable, and deeply passionate about helping her community experience the very best the world has to offer beyond their own backyards. The first time I met her, she taught me by sharing insights about NCL that demonstrated not only her expertise, but also her genuine commitment to understanding our brand inside and out. She is a dedicated advocate, a tremendous partner, and someone who truly understands what her clients want. Lori works tirelessly to ensure every detail is handled with care, providing seamless service from start to finish. She also has a remarkable ability to step confidently into the unknown turning challenges into opportunities — creating memorable experiences and, quite simply, making magic happen. We are incredibly grateful for Lori’s partnership and the enthusiasm she brings to everything she does. At NCL, we deeply appreciate her continued support and commitment and can’t wait to see what she will accomplish next!”
