Open Jaw was thrilled to be part of the Trevello Trailblazing conference and 30th-anniversary celebration, a week-long event aboard the Ruby Princess. Set against the backdrop of Alaska’s breathtaking landscapes, the conference brought together 215 Trevello travel advisors and 55 industry partners for a journey marked by exploration, innovation, and commemoration.
The theme of trailblazing resonated throughout the conference, paying homage to the visionary spirit of Morris Chia, who pioneered the at-home travel agent concept in 1994. As Caroline Hay, General Manager Cruise, eloquently put it in her opening remarks, a trailblazer is someone who dares to do things differently, a philosophy embodied by Chia three decades ago when he recognized the potential for individuals to turn their passion for travel into a thriving business.
Chia wasn't just thinking outside the box; he was reshaping it entirely.
Despite resistance from traditional brick-and-mortar agencies, his foresight in understanding the needs of independent travel agents laid the foundation for the model we see flourishing today.
Our adventure began on a voyage from Vancouver to Alaska, visiting the ports of Juneau, Skagway, and Ketchikan. These destinations, often dubbed the ‘last frontier,’ embodied the pioneering spirit of the conference, rooted in the history of exploration and the legendary gold rush.
Integral to the conference’s success was the seamless integration of technology, demonstrated by the conference app. This innovative tool provided attendees with a streamlined platform for accessing schedules, communicating with fellow advisors and suppliers, receiving updates, and even making one-on-one bookings with supplier partners.
Partner presentations ranged from industry giants like Princess Cruises, Air Canada, Allianz, Inclusive Collection, Sunwing, Seabourn and AMA Waterways who offered invaluable insights into the latest offerings and trends. It was a full house at the supplier trade show which provided advisors with the opportunity to make meaningful connections and explore new business opportunities.
In the spirit of entrepreneurship, Trevello welcomed keynote speaker Mona Mitchell, founder of Achieve Blue, who offered advisors dynamic insights into entrepreneurship and the keys to building a successful business. Her emphasis on staying attuned to trends, exploring niche markets, and delivering personalized service underscored the evolving landscape of the travel industry, where ‘one size no longer fits all’.
Navigating New Horizons: Specialized Experiences and Future Expansion
Trevello Travel Group acknowledged the challenges posed by the recent pandemic. However, Trevello says these adversities served as the drivers for transformation and growth.
Zeina Gedeon, CEO at Trevello shared insights into the company's resilience and evolution. Despite the hardships over the last three years, she tells Open Jaw that she considers the pandemic both ‘a blessing and a curse’. While it brought the team closer together with daily video calls in the first year and the implementation of professional and workplace wellness support, the lack of sales posed a significant hurdle for the advisors and the company as a whole.
Nevertheless, Trevello took the time to revamp its training programs and tools, focusing on individual growth, support, and collaboration among advisors.
The company boasts nearly 900 agents, half of whom are new to the industry. To cater to this influx of fresh talent, training programs through Trevello’s LaunchPad have been redesigned to address their specific needs, ensuring a smooth transition into the travel business and retention of advisors.
The company recently implemented centralized platforms for cruises and air bookings, streamlined operations.“Everything we do helps to make their jobs easier,” Gedeon adds. “Today they have the tools to focus on selling versus on admin, and efficiency has gone up by 40 percent.”
Looking to the future, Trevello plans for expansion, aiming to penetrate the US market and potentially even go global. Zeina firmly believes that “change is a positive force”, evident in the company's modernization efforts, including the rebrand from TPI to Trevello reflecting a more contemporary image.
“We are growing leaps and bounds,” says Gedeon referring to the surge in luxury travel requests, prompting considerations for a dedicated division. When asked about the future of the industry and growing trends Gedeon tells Open Jaw that she sees a growing demand for customized FIT travel experiences, which prompted the integration of AI for building comprehensive itineraries. The software they’ve developed has the ability to create tour itineraries and customize everything from restaurant and local sightseeing recommendations to designing marketing campaigns, catered to the evolving preferences of travellers.
Sharing Is Caring: Advisors Value Collaboration Over Competition
A select number of Trevello advisors spoke at a panel to their peers, sharing their expertise in group travel, niche travel, sales processes and utilizing AI tools.
Juanita Martin, based in Halifax, specializes in organizing Maritime Kitchen Parties, popular among East Coast music lovers. She hires entertainers tailored for group travel experiences, particularly in the Caribbean, but elated to share that she recently secured a group booking on a European river cruise, and proved that anything is possible.
Erin Novodvorsky, lovingly describes herself as a ‘geek’, is passionate about niche interests like anime and video games. She bravely abandoned the one-size-fits-all approach of all-inclusive packages, and embraced the power of specialization, booking clients to unique theme parks in Japan and K-pop experiences in Korea. She emphasizes embracing one's niche and leveraging unique opportunities for her client engagement at events like Ottawa Comicon and Fan Expo.
Karen Tatum, from BC, adopts a methodical approach to sales, guiding clients through each stage of the process. By prioritizing communication and following a structured approach, Karen ensures clients feel informed and confident, generating referrals and advocates for her business.
Tom O’Connell, a part-time agent, leverages AI tools and technology to streamline his workflow, from calendar integration to task management. He utilizes innovative tools like Loom for personalized client communication and FlightRadar24 for tracking flights, ensuring a seamless booking experience.
Open Jaw spoke with Ashley Doell, a Chairman level advisor and destination wedding specialist from Saskatoon. Doell underscores the importance of recognizing the value of her expertise by implementing service fees, a practice encouraged by Trevello. The ‘silver lining’ for her was the incredible support, she and other agents received particularly during the pandemic.
Awards And Recognition
The cruise was not all work though. When combining travel advisors, guests and supplier partners, it’s bound to result in a party. Trevello organized a fabulous 90’s dance party and a Love Boat themed karaoke night. But the pinnacle event was Trevello’s 30th Anniversary and Awards gala ceremony. The pearl theme commemorated the 30 year milestone, signifying a long-lasting, solid bond.
Highlighting excellence and dedication in the industry, advisors from every level were celebrated for their achievements on stage. Not only that but advisors took a vote for some of their favourite team members and esteemed travel partners.
To round off the week, the exciting news of next year’s Trevello conference was announced in an AI video message, featuring none other than Dwayne ‘The Rock’ Johnson, speaking to his Queen (Zeina). The 2025 conference will be held under the warm sun of Hyatt Ziva & Zilara, Jamaica, 04-09MAY.
Morris Chia's vision and leadership not only established TPI as a trailblazer in the travel agency sector but also inspired a wave of similar initiatives, further expanding the at-home agent market and shaping the future of travel commerce. Today, as Trevello, the company continues to innovate and adapt to meet the changing needs of travelers and agents alike.
