| | 8 TRAVEL AND HOSPITALITY TECH OUTLOOKOCTOBER 2024THE VALUE OF LEISURE TRAVEL ADVISORS TO HOSPITALITY COMPANIESBy John Ische, Chief Information Officer, Apple Leisure GroupIn the last two years, consumers have recovered from the stress of the COVID-19 pandemic, but the unpleasant experiences around unexpected trip interruptions and canceled vacations will certainly linger. The unforeseen incidents travelers went through, including trying to get ahold of suppliers and deciphering regulations and health restrictions, were only the tip of the iceberg.A lot of these consumers haven't forgotten, and this difficult time reignited one important aspect of vacation planning some might have overlooked: the value of using a travel advisor. Those who have always shown loyalty to agencies have solidified their relationships, and those who usually would have chosen to book travel on their own are now moving toward using an advisor. For years, people have been talking about the demise of travel advisors, but this marketplace is thriving and is an important part of the travel industry ecosystem. Even when the odds are stacked against them, advisors continue to reinvent themselves, keeping up with the latest travel trends and maintaining their importance. On VAX VacationAccess, we see that the leisure travel advisor community in the US is still healthy and growing with over 150,000 advisors. We have already seen over 24,000 new advisors join the marketplace in Q1 2023. Advisors have been visiting the site often; we see traffic up 14% compared to the same time last year.Advisors are a vital piece of the puzzle that cannot be replaced. They have a direct relationship with the John IscheIN MYOPINION
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