Monday Minute: Judith Coates 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: Judith Coates

Name of business: Wired for Travel

Where do you live? Orillia, Ont.

How long have you been a travel advisor? More than 25 years!

What is your specialty? FIT land packages and premium and luxury cruises.

What inspired you to become a travel advisor? 

When I was in Grade 11, my high school offered a 21-day educational cruise to the Mediterranean, stopping in Gibraltar, Malta, Istanbul, Varna, Athens and Venice. That trip was an eye-opener for me. I fell in love with the different cultures because each one was so distinct, and I vowed that I would return one day to revisit them all. Not only did that inspire me to travel more, but it also showed me that visiting different parts of the world is an emotional experience that stays with you for a lifetime and evokes so many memories.

After I was married and had my four children, I was looking for something I could pursue as a part-time career once they were all in school. We had just booked a trip to Florida through a local travel advisor, so one day I took her out for lunch and picked her brain about starting a career in travel. She gave me some great advice — begin with a good training program — and once I earned my diploma in travel and tourism, I ended up getting a part-time job at the same agency!

What’s the first trip you ever took? The 21-day Mediterranean cruise I took in Grade 11.

What travel trends are you seeing these days? 

Portugal is a growing destination, and not just for the typical visits to Lisbon and Porto. The Alentejo region is a hidden gem and reminds me of a less touristy Tuscany. The Douro River also has huge appeal because of its fantastic wine-growing areas and the river cruises that sell out quickly. I also have a number of clients taking long-stay trips to the Algarve instead of Florida. Portugal is much more affordable, the people are welcoming and there is so much to see and do.

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

The destinations I’ve experienced first-hand are always the ones that get me excited when my clients want to visit those same places. I love being able to provide insider information, recommend favourite hotels and restaurants and match clients with an expert guide for a private tour — someone I’ve had the pleasure of working with in the destination.

What’s the most memorable trip you’ve ever taken?

The first fam trip I took when I was brand new to the industry was to Israel. That trip literally changed my life, inspired me to specialize in groups and shaped how I viewed travel experiences. I’ve since visited Israel about 24 times — I’ve lost count — and 14 of those trips were groups that I curated and escorted. I love seeing the participants’ expressions when they stand in ancient Capernaum, sail on the Sea of Galilee and walk the Via Dolorosa in Old Jerusalem. For many, it’s a very emotional experience, and for me, it never gets old!

Where do you see your business one year from now? 

Hey, I’ll be the first to admit that I’m not a spring chicken anymore, and sometimes I’m even the oldest one in the room! But you know the saying, “You’re as young as you feel”? That certainly applies to travel. For me, travel keeps me young. If I ever lose my curiosity, stop feeling that sense of anticipation every time I fly or no longer love planning itineraries, then I’ll know it’s time to hang up my hat. Until then, I’m still just as passionate about the travel industry — maybe even more so — as I was when I started more than 25 years ago!

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

I’ve been learning how to “train” Gemini and Claude to recognize my voice and produce the best results from my AI prompts. It really helps when I’m drafting an email to a difficult client or helping an associate handle a customer complaint.

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

I’d like to see higher training standards and greater professionalism. Canada is definitely further ahead than the U.S. However, I’m seeing host agencies pop up that offer their advisors little to no training or support, which doesn’t reflect well on professional travel advisors who have worked hard to maintain high industry standards. Since the pandemic, I’ve seen many people enter the industry with no travel-industry training and the attitude, “I book my own travel, so it must be a breeze to do it for other people.”

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

Instead of thinking of yourself as a “salesperson,” change your mindset and view yourself as a relationship builder. Clients want to know they are heard and understood, so it’s important to have conversations in which you ask insightful questions and actually listen to and remember their responses. I had new clients who wanted to spend two weeks in Italy, and I remembered that the wife had told me she studied Renaissance art at university. When I presented them with a curated itinerary that included tickets to see *The Last Supper* in Milan, she started crying because she was so appreciative.

What is your motto? 

“There’s no such thing as impossible” and “Attitude is everything.” I believe everything happens to us for a reason, and while we can’t choose the hand we’re dealt, we *can* choose our attitude and how we respond.

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

Set high goals for yourself. Don’t settle for mediocrity. Surround yourself with people who inspire you to become a better person. Be a sponge. Learn for the sake of learning and increasing your knowledge, not just to earn a certificate or receive a reward. Get to know your BDMs. They’re human too, and they genuinely want to help you succeed! Always be willing to help newer travel advisors who are struggling. Never forget what it was like to be just starting out and experiencing that feeling of being overwhelmed.

Where are you travelling next?

I’ve recently become a Distinctive Voyages host with Travel Leaders Network, and I’m going to host a group with Holland America on an Adriatic cruise in October, visiting several Greek islands as well as Istanbul and Ephesus.

On the heels of that, I’ll be hosting a group on Silversea that will spend its first few days in Lisbon and Madeira before travelling along the west coast of Africa and ending in Cape Town.

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