As the travel industry evolves, host agencies are redefining success by prioritizing active, engaged advisors over sheer numbers.
Contributed By: Dugan’s Travels
For years in the travel industry, bigger often seemed to mean better.
Host agencies proudly announced how many advisors they had, and growth was measured by how quickly those numbers increased.
But as the travel industry has evolved, many of us have begun to realize something important: The number of advisors in an agency doesn’t tell the full story.
What truly matters is engagement.
The Illusion of Size
Large advisor counts can look impressive on paper. Thousands of advisors may appear to represent tremendous reach and influence.
But the reality inside many organizations is quite different.
In many cases, only a small percentage of those advisors are actively selling travel. The rest may be inactive, occasional sellers, or individuals who sign up with the idea of starting a business but never fully developed one.
When this happens, supplier relationships, training resources, and support systems become stretched across a very wide group, many of whom are not actively participating in the business.
For suppliers, this can make it difficult to understand where real production is coming from.
For advisors, it can make meaningful engagement with leadership and peers much harder.
The Value of an Engaged Advisor Community
At Dugan’s Travels, we learned this lesson through experience.
At one point, our agency had grown to over 1,400 advisors. While the number sounded impressive, it became clear that growth alone was not creating the type of community we wanted.
Over time, we made a deliberate shift.
Instead of focusing on size, we began focusing on engagement and participation.
Today, our goal is not to have the most advisors. Our goal is to support advisors who are actively building their businesses.
This approach has allowed us to:
- Provide more meaningful training and support
• Strengthen relationships with suppliers
• Build a community where advisors collaborate and share ideas
• Focus on advisors who are serious about their business
The result is a stronger and more connected network.
Advisors Are Business Owners
Another important shift in our industry is the recognition that travel advisors are entrepreneurs.
Success in this field does not come from simply having access to suppliers or booking tools. It comes from developing the skills and mindset of a business owner.
That includes:
- Building client relationships
• Developing marketing strategies
• Continuing education and destination knowledge
• Creating systems that support long-term growth
The advisors who thrive are those who approach their work with intention and commitment.
Community Matters
One of the greatest strengths of a well-structured host agency is the community it creates.
When advisors are engaged, they naturally begin sharing:
- Sales strategies
• Destination experiences
• Marketing ideas
• Supplier insights
This collaboration benefits everyone. Advisors learn from one another, and the entire organization becomes stronger.
Looking Forward
The travel industry continues to grow and evolve, and host agencies play an important role in supporting the advisors who serve travelers every day.
But as the travel industry moves forward, the conversation around growth may need to change.
Instead of asking “How many advisors do you have?”
Perhaps the more important question is:
“How many of them are truly engaged in building their travel business?”
When agencies focus on engagement rather than sheer size, they create stronger communities, stronger supplier relationships, and ultimately stronger businesses.
And in the long run, that benefits everyone involved in the travel industry.