If numbers are anything to go by, the 2,701 attendees at Signature Travel Network’s 2024 Conference made it the place to be from Nov. 11-14. Held at The Venetian Resort Las Vegas, the annual event brought together the organization’s advisors, managers, agency owners and preferred partners for four days of networking and education. An impressive (and record-setting) 745 new attendees were present at the event, alongside 843 of the consortium’s supplier partners.
A few more numbers announced at the event include 15% year-over-year revenue growth for the network, with members averaging $17.8 million in sales. In fact, 2024 has been a strong year overall for Signature, which also added 117 new hotel and resort partners and is serving some 1.7 million travelers through its preferred partners.
From the outlook for 2025 to the organization’s artificial intelligence (AI) strategy, here are a few more takeaways from the event.
Notes on the Network
Cruising remains a top sector for Signature members, with 10,000 monthly bookings being processed through its Signature Cruise Pro platform. Alex Sharpe, president and CEO of Signature, notes that even as cruise prices rise, the network sees little hesitation from its clientele, as rates (with all their inclusions) still represent a high value compared to building similar land-based itineraries.
That said, the network is also helping advisors more easily book clients on land, with the October launch of its revamped Hotel Connection booking engine, which it describes as an “easy point-and-click” system.
Also of note are two lucrative revenue streams for Signature advisors: travel insurance sales, which provide members with an average commission of 26%, and fees, which Sharpe says the majority of Signature advisors now charge, calling it both a “necessary change” and the “silver lining of COVID-19.”
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Prior to the pandemic, he estimates that about 50% of members charged fees; now, he says that number is somewhere closer to 90%. What’s more, Sharpe says that Signature is even seeing new-to-the-industry advisors charge fees and jump immediately into booking luxury, a shift from the usual approach of growing into these business practices.
What to Know for 2025
While business is already tracking ahead for next year for the network, Sharpe advises travel agents to prepare for an eventual slowdown as travel demand continues to normalize post-pandemic.
We need to keep driving the bottom line — it’s a good time for the industry, but let’s prepare for the inevitable.
“We can’t take anything for granted,” he said during a press conference. “Times are going to get harder. Advisors are going to have to market harder. We need to keep driving the bottom line — it’s a good time for the industry, but let’s prepare for the inevitable.”
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Another key issue for next year is overtourism, as high demand for top destinations in Europe, Japan and other areas continues. Ignacio Maza, senior advisor for Signature, spoke passionately on the issue, urging advisors to guide clients toward alternative destinations and off-season travel, both to relieve overcrowding and to provide a better overall experience in-destination.
“Places like Venice, Barcelona, Rome and Santorini have had this tremendous demand, and now we’re bumping up against limits in some of those markets,” Maza said in an interview. “So, how can we deliver these destinations differently, and how can we propose different destinations to our customers?”
To that end, Maza announced his list of recommended destinations for the year ahead, including Montreal, Canada, for its rich history and culture; the British Virgin Islands (beyond Virgin Gorda) for untouched beaches; less-visited regions of Switzerland, including Lausanne and Lake Lugano; and Peru’s wonders beyond Machu Picchu, such as the remote Incan ruins of Choquequirao.
He also noted that Berlin, Germany, will celebrate the 80th anniversary of the end of World War II next year, making it a hotspot, and pointed out that Marrakech, Morocco, is back and better than ever following last year’s earthquake. More spots on his must-visit list include Buenos Aires, Argentina; Botswana; Laos; Java, Indonesia; Victoria, Australia; and Fiji.
Working to “Demystify AI”
Signature is not shying away from the use of AI — and it doesn’t want advisors to, either. In addition to using it on the back end for data analysis and predictive analytics, Signature has developed its TobyAI tool for members, which can be used to help create social media posts, marketing and correspondence with clients, as well as to help fill knowledge gaps.
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Gina Weyer, vice president of training for Signature, notes that the generative AI platform has been trained with a wealth of travel content, and the network plans to continue investing in it and feeding it information from preferred partners for even better returns.
Pre-conference, about 50% of Signature’s member agencies had signed up for the tool. That said, it expects that number to rise following the event, which was the first in-person opportunity for advisors to engage in live training on the platform.
In addition to providing more training that it hopes will “demystify AI” for members, Signature has more plans for putting the tech to good use. According to Karen Yeates, the organization’s executive vice president of information technologies, Signature is building generative AI solutions into its SigNet intranet, in order to help advisors more easily provide cruise quotes to clients. The technology is expected to be finished in January, then be followed by a similar tool for hotels.
Honoring Advisors
Rising stars, mentors and those giving back to their communities were among the Signature members honored with advisor awards during the conference.
Among a standout group of finalists, winners included Lisa Summer of Bon Voyage Travel, taking home the Signature Mentor award, and Margot Leiner of Riverdale Travel, honored as a Signature Rising Star. In the Travel Elevates Spirit Award category, which recognizes a travel advisor and an agency that promote sustainability and enrich communities, Gail Woloz of Gail’s Travel & Safaris (an independent affiliate of TravelStore), was recognized with the advisor award, while JCo Travel was honored as an agency.
I know how much traveling has changed me, so to be part of making that happen for other people is always the goal.
Signature Excellence Awards also went to Meredith Rothouse, Edgewood Travel; Katie Cadar, TravelStore; John Gossen, Bursch Travel; Debra Dickerson, Cruise & Travel Experts; and Nathan Parr, Travel & Cruise Desk.
And, in addition to the advisor awards, Gary Murphy of AmaWaterways was honored with the Michelle Morgan Leadership Award.
Summing up her win, Margot Leiner — who only started working as an advisor in July of 2023 — contributes her “rising star” status to her dedication to building meaningful relationships with clients.
“I don’t ever want it to feel transactional,” she said. “I want clients to look forward to talking to me. That’s what keeps my clients coming back or referring me to other people. It sounds cliche, but I feel like I’m making people’s dreams happen. I know how much traveling has changed me, so to be part of making that happen for other people is always the goal.”
