KHM Travel Group is tapping into the $1.15 trillion market of luxury travel to assist advisors in growing their sales. Last week, the host agency hosted its second annual The Luxury Symposium at the historic Hotel Cleveland in downtown Cleveland, Ohio. Seventy travel advisors from around the country attended in-person to hear from and network with suppliers in the luxury space.
During the event, 19 suppliers shared how they define luxury and what sets them apart. They also provided tips on how to understand the mindset of luxury clients. Attendees participated in group discussions about building relationships, being an “end-to-end” travel advisor, and the role of AI in operating a travel business. Crystal Cruises Vice President of Trade Sales Glen Rothe delivered the keynote address.
Looking at the host agency’s booking trends, it’s clear that authentic local experiences, wellness opportunities, and upscale dining are all on the rise. Affluent travelers are prioritizing new adventures beyond the typical vacation experience.
As a host agency, KHM Travel Group has seen a rapid 30 percent increase with its luxury suppliers in 2024. Sales have skyrocketed with AliveXperiences, Kensington Tours, Regent Seven Seas, Silversea and Viking.
“Our biggest suggestion to our advisors is to specialize, listen and be available to clients. With in-person events like The Luxury Symposium and our outstanding supplier relationships, we’re supporting growth in the luxury market,” said Geoff Cox, vice president of sales and marketing. "Over the last 10 years, there has been a major shift in the culture. Consumers expect great value and great service, but they also want elevated experiences. We’re here to help our independent travel advisors offer luxury products and high-level service to meet this demand."
One area for advisors to take note of when trying to break into the luxury market is evaluating if their brand reflects luxury. Word choice, imagery, and the entire booking experience can help a travel advisor stand out as a luxury travel expert.
For more information, visit www.khmtravel.com.
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