TL Network held a travel trade media conference in Toronto on 01FEB, and Open Jaw was on hand to learn more about 2023 trends, the latest news from TL Network and insights about the state of the travel industry from the executive team of the largest consortium in North America.
In attendance at the Hyatt Regency event were execs from the top of the org chart, including TL Network President Roger Block and, from Travel Leaders Group: President John Lovell, CMO Stephen McGillivray; and Cory Voss, VP of Product and Solutions. And of course, the “face” of the TL Network in Canada, VP Christine James, a 23 year veteran with the organization.
Lovell reflected on the legacy of COVID: “What has happened positioned our organization for future successes. We are in ‘the years of the travel advisor’ – and they are more important than ever, because the consumer wants information and guidance.”
Lovell said that he didn’t think there was a better time to be a travel advisor, adding that he feels that they really showed their worth during the pandemic.
TL Network has a thriving Canadian presence, counting around 650 member agencies staffed by 4,200 travel advisors.
One of the group’s most successful features is its Agent Profiler which allows advisors to post details about their expertise and personal travels, as well as client testimonials. Consumers can find agents at www.canadiantravelagents.ca, which has recently been redesigned to be more mobile-friendly.
Social media is a big initiative at TL Network, with ongoing education planned for everyone from the agent who is just now dipping his or her toe into the field, to the most sophisticated practitioner. In fact, the social media sessions are the best attended of the consortium's professional development sessions. If desired, agents can use content created by TL Network at no cost to them.
As always, there’s a host of events planned this year for agents and managers. These include 3 Fall Regional trade shows; 24 Owner & Manager Mixers with key suppliers; and their annual EDGE international convention, taking place this year in Nashville (and already sold out).
Senior consortium execs credit TL Network's success in attracting and retaining new agency members to the company's lead generation tools, preferred supplier relationships with unique consumer offers and strong support - the head office has some 140 personnel from the air desk to full-time education staff.
“We continue to evolve and innovate and invest in technology, marketing, automation,” said Powell. “I’m extremely proud that we don’t copy: we choose to lead.”