Monday Minute: Aaron Baynton of Wired For Travel

The Monday Minute is a weekly feature in PAX that highlights the movers, shakers, leaders and rule breakers of Canada's travel advisor community. Wanna be profiled? Wanna nominate someone? Email newsroom@paxglobalmedia.com!

Name: Aaron Baynton

Business: Wired For Travel

Where do you live? Guelph, ON

How long have you been a travel advisor? Since 2015 (with a break to trial out BDM life)

What is your specialty?

FIT, custom itineraries and guided tours. I'm also an Aussie Specialist and have been capitalizing on the LGBTQIA+ niche market since jumping back into the industry last September.

What inspired you to become a travel advisor?

Truth told? I'm a small-town gay boy from a working-class family. International travel wasn't in the cards for us outside of a couple of Florida road trips to Disney and Universal. When I graduated from the University of Guelph in 2015 (with two degrees I had no intention of using properly – seriously, what does one do with a BA-H in classical studies and history?) I knew I wanted to explore. With my extensive customer service and retail experience, I figured, why not dive into a new challenge? Enter Flight Centre Travel Group and my first role as a 'newie' advisor.

What’s the first trip you ever took?

I'd say this title belongs to the fond memories I have starting from the age of four, camping with my Grandma Leslie and Great Aunt Marla along the shores of Lake Huron at Pinery Provincial Park. To this day, I still keep this nearly 30-year tradition alive by camping there annually.

What travel trends are you seeing these days?

Clients want authenticity and immersion. They're willing to spend the time and money to have itineraries that are handcrafted, highlighting local experiences that give context to a destination. There's also a growing desire for a sense of community in travel. Think small-group tours, cooking classes, home-hosted meals, or all-female expeditions, to name a few – each offering a space to foster connection and build rapport. Destinations remain similar to the trends of years past, but people are venturing into secondary and tertiary regions in order to steer clear of overtourism.

Of all the bookings you’ve made, which itinerary are you most proud of?

I'm most proud of the moments that I've been able to change a client's perception of what they truly want. I once had a young couple with a healthy budget for their two-week honeymoon in Cancun. After getting to know the couple, I asked, "Why Mexico?" They thought that's what their budget allowed. So, I asked, "If money is no object, what would you do?" They hesitated for a moment and admitted that Greece had always been on their minds. I sent them off for lunch, spent the next hour building a custom island-hopping itinerary with all the bells and whistles – including stunning views of the Aegean from a cliffside hotel in Santorini – under budget, including full insurance for both, and they booked on the spot.

This is the value we bring as experts and why it's so important to hone your craft. We can't always assume what someone says is exactly what they want until we've probed and truly understood the assignment.

What’s the most memorable trip you ever took?

Hands down, Egypt in 2016. It was Flight Centre FAM with On The Go Tours. This was right after the civil unrest had subsided, and tourism numbers hadn't returned to capacity. Imagine it: Giza Plateau? Empty. Valley of the Kings? Deserted. I stood alone in Tutankhamun's tomb, just 10 feet from the Boy King, soaking in a moment I had dreamed of for more than 20 years. It still gives me chills to this day thinking about that experience and what it meant coming from the humble stock I had.

Where do you see your business one year from now?

It might be a faux pas, but I don't want to be everyone's everything. I want to build a business that serves my community – the LGBTQIA+ community as a whole – by curating tours that offer a safe space and welcoming vibe for all to explore the world.

What’s one new skill you’ve acquired recently?

For nearly two years, I worked in business development, meeting advisors from all walks of life across Central Ontario and Manitoba. Having those relationships, building on ideas from those conversations, and having a background repping for a tour operator, allows me to holistically see this space with broader strokes, which I think is invaluable when advising clients.

What’s one thing you would change about the travel industry?

The stereotypes surrounding travel advisors in North America. When I lived and worked in Australia pre-COVID, the contrast was striking. Over there, if you're planning a holiday, you talk to an advisor – regardless of budget, age, or itinerary. Here, we sometimes undervalue our profession, in a race to the bottom on price, instead of emphasizing the expertise we bring and the value we add.

What’s the secret to being successful in this business?

Own your seat and know your worth. You know that scene in Dirty Dancing when Johnny says to Baby, "This is my dance space, this is yours. You don't go into my dance space, I don't go into yours"? It's a lot like that. I'm not saying clients don't know what they want, but sometimes you have to be the leader. You have to take control and lead your partner so you look good.  Otherwise, it's you'll just have spaghetti arms. 

Maybe that's too convoluted of an analogy, but basically it boils down to confidence for me. I chose this profession, so I'm constantly learning and growing, and if I don't know something, I'm going to figure out the ‘why’ so I can be the best version of me. I think that confidence and knowledge resonates in the dance we sometimes end up in with sales.

What is your motto?

Don't be an order taker. You don't work in fast food.

What is your number one piece of advice to other travel advisors?

Remember who the expert is. It can be tough to challenge clients, but asking the right questions is crucial as this is where you find out the 'why' behinds someone's plans. What they say isn't always what they want. Be a detective, pull out the details, and then wow them with options they hadn't even considered. Show them the value you bring to this profession and I guarantee you're going to boost conversion rates.

Where are you travelling next?

I'm currently in Mexico’s Riviera Maya for The Travel Agent Next Door’s annual conference. Otherwise, I'll be in my happy place, spending my summer camping along Lake Huron's shores and keeping that annual pilgrimage to the Pinery alive.

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