How to be an extraordinary travel advisor: Claire Newell opens Travel Market Place in T.O.

The Toronto stop of Travel Market Place kicked off on Tuesday morning (June 25) with a masterclass in how to be an extraordinary travel advisor.

And leading the lesson was someone who knows a thing or two about unearthing extraordinary skills.

Claire Newell, founder and president of Travel Best Bets, opened the day with a story about how she turned her passion for travel into one of Canada’s largest travel agencies.

The entrepreneur, who is also celebrated TV personality, author and journalist, had no intention of making travel her life’s work. In fact, her plan was to become a lawyer.

But after an inspiring Christmas cruise in her last year of an Arts Degree, she decided to plot a different course and pursue travel full on.

“I had a passion for travel, but I didn’t have experience selling travel,” explained Newell, addressing some 550 travel advisors and 130 suppliers in a ballroom at the Delta Hotel Toronto Airport and Conference Centre, where Travel Market Place, an annual travel trade event, will unfold over the next two days.

In the early days of her business, which was years before social media, Newell relied on guerilla marketing to get her name out.

She set a goal of handing out at least five business cards a day. At one point, she even took to leaving flyers that advertised her travel services on the windshields of cars in parking lots.

It was during this time that Newell developed her business savviness. She leveraged the network she had, brainstormed ways to get more business, mastered time management and devised ways to overcome objection.

When faced with customers who weren’t interested in her services, Newell learned to “always have a response ready,” as it kept the door open for future engagement.

Actions like this, combined with a commitment to customer service and hard work, assisted Newell in building her extraordinary travel career.

How to be extraordinary

As attendees at Travel Market Place listened to this attentively, Newell went on to share her top tips for being an extraordinary travel advisor.

She shared practical advice, like the importance of staying organized. “Have an everyday list of what you want to accomplish,” she said.

She urged attendees to show their passion for travel. “Your enthusiasm will translate into more bookings and closed deals,” she said.

She also advised to “ask questions the right way” to get customers talking about their travel dreams.

Questions like: What is the best vacation you’ve ever taken and what made it special? Or, what lasting memories do you want from this trip?

The masterclass even touched on topics that “advisors get awkward about." Upgrades and budgets.

Newell's advice on this subject is to not ask if a customer wants an upgrade. But rather, outline what options are available and what value they bring.

“They won’t know what their options are unless you present it to them,” Newell told the room.

She advised the audience to not sell from their own pocketbook. (“It’s not your budget, it’s your clients,” Newell said).

She also stressed to never stop learning (“Knowledge equals increased sales”) and to take pride in being a travel advisor (“Everyone here should be charging a fee”).

“It’s a great time to be in the industry,” Newell said, citing research that suggests that some young people, today, are putting travel ahead of a starting a family, and that others are renting homes (instead of buying one) so they can see the world.

“It’s such a great profession,” she said. “Treat yourself as a professional – because you are.”

Travel Market Place turns 10

It was an uplifting and inspiring start to this year’s Travel Market Place, which is now entering its tenth year. 

The two-day conference for Canadian travel advisors, which stops in Vancouver, Calgary and Toronto, brings together some of the industry’s best.

Attendees have valuable opportunities to not only network with peers and meet suppliers at a trade show, but also attend workshops led by leading business and marketing experts.

This year’s sessions cover a range of topics, such as the role of artificial intelligence, ways to boost group business, how to overcome the fear of fees, photo-taking tips, fraud prevention, recruitment, luxury travel, tips for selling cruises and much, much more.

Industry leaders, later today, will also discuss the state of the travel trade. The participants include bold-faced names like Daniel McCarthy, Jane Clementino, Zeina Gedeon, Mike Barron, Una O'Leary and Mark Stubbert. 

Stay tuned for PAX's recap of that session.

"Be curious"

For attendees, it’s a lot to unpack. But with a little strategy, success at Travel Market Place is achievable.

Geraldine Ree, an author and performance strategist for travel advisors (and the event’s emcee) advised attendees to stay curious as they navigate the jam-packed program.

In her welcome remarks, Ree urged attendees to “find your why and purpose,” and to approach each session with “an owner’s mindset.” 

“No one else can do you,” she said. “…You chose to move mountains to be here for these next two days. Own it. Be curious. Do this show for you and take that with you.”

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