How to Build a Powerhouse Team Through Appreciation and Kindness

A strong, motivated team is the backbone of any successful travel agency. As Employee Appreciation Day approaches this Friday, March 7, it is the perfect time for travel agency owners to reflect on how they can foster a positive and engaged workplace. Building a powerhouse team does not just happen by chance — it requires intentional efforts rooted in appreciation and kindness.

By recognizing the hard work of staff, celebrating their successes, and creating a supportive environment, travel agency owners can boost morale, increase productivity, and improve client experiences. This article explores practical ways to attract the best talent and show appreciation year-round to create a thriving workplace where everyone feels valued and inspired to excel.

Finding the best talent

There are many different strategies for finding and drawing in top talent in travel. Each agency owner holds their own perspective and approach.

For example, Jennifer Wayland, chief experience officer, Island Bridal Inc., and Island Travel Group, says: “Many of the advisors on our team have been referred to me by past employers and current advisors. The majority of our team members were once clients who loved the experience and were inspired to pursue a career in travel themselves.”

Coming from a different angle, Karen Schroedermeier, manager, All About Travel, Inc. explains: “It’s important for us to find candidates who excel in customer service and have a natural ability to connect with others. We prioritize interpersonal skills and cultural skills over technical skills.”

And Abbey Meyer, CEO, Altitude Travel, takes yet another path to bringing on smart advisors: “Our agency is a pretty tight-knit group. We have a great balance of destination knowledge, skills, and styles. It’s important to me that we’re a good ‘fit.’ It only takes one person to throw that vibe off. I’ve trained most of my advisors from the ground up. Patience and passion are an absolute must. The rest can be taught.”

Keeping performing advisors on the team

Once top talent is found and brought into the fold, the next step is to start the process of retaining them as an integral part of the core team. Successful tactics include showing appreciation, providing effective training, fostering cooperation, and offering flexibility.

“To retain top talent, we take pride in fostering an inclusive environment where everyone’s opinions are valued and welcomed. We believe in the power of genuine appreciation, and something as simple as a heartfelt ‘thank you’ can make a significant difference,” says Schroedermeier.

She also prioritizes a robust training program to ensure team members feel supported and equipped for success.

Regarding training, Wayland adds: “I often hear of agency owners struggling because they need help but don’t have time to train new advisors. I highly recommend outsourcing advisor training at the advisor’s expense, like the Travel Lab – Travel Expert Training Program. You can always incentivize them by offering to offset the cost once they reach a certain goal. This ensures they come to you prepared to take on their first client and make a meaningful impact on your agency.”

Schroedermeier also notes that flexibility is a cornerstone of her approach, accommodating personal needs such as appointments to maintain a healthy work-life balance.

And lastly, Wayland makes another crucial point: “Our core values promote co-opetition over competition, fostering a collaborative environment where teaming up for promotions and events is encouraged.”

From examples such as these, each travel agency owner must decide what is most important and relevant to their objectives regarding agency growth and staffing, and then lay out a plan that includes the elements that best reflect their specific values and goals for their team.

Ideas to show appreciation

In today’s fast-paced and demanding world, it is critical to slow down and express appreciation to all team members. And there are so many ways to do that.

Meyer shows appreciation to her staff by sharing opportunities. “This industry has changed my life. I truly enjoy watching the same thing happen for my advisors. When opportunities are presented, I extend what I can to my team. I also give them shout-outs on our socials and recognize achievements like big sales,” Meyer says.

Schroedermeier takes this approach: “We celebrate birthdays by bringing in treats to mark the occasion and reward the whole team with a casual dress day. To show our appreciation for hard work and to recognize those who go above and beyond, we occasionally give out random gift cards as a token of gratitude.”

An agency owner can never have too many ideas to acknowledge staff. “I show appreciation to my team in the best way I know — by being considerate. I make a conscious effort to ensure that everyone’s unique talents and interests are taken into account in every decision I make. I am always available to them, both professionally and personally, as each team member has their own strengths, passions, and insecurities,” describes Wayland.

She also tracks a range of key performance indicators, from the obvious — such as five-star reviews and the highest sales — to more strategic metrics like the highest commission per transaction, which she recognizes with a Working Smarter, Not Harder Award. Several other awards are presented each year to advisors who excel in their responsibilities, such as Rising Star, Above and Beyond, 5-Star Service, President’s Award, Travel Influencer, and Support Superhero.

Another tactic that Wayland uses is to gather in person at least once a year for quality time together, even though the staff is spread across the U.S. Past activities have included axe throwing, candle-making, holiday porch pot workshops, and even a Tai Chi session in a hotel suite. She says she loves adding an element of surprise, and it keeps everyone guessing.

One more suggestion from Wayland is that she organizes at least one FAM trip each year with the support of destination tourism organizations, local DMCs, preferred suppliers, and resorts. “This year, we’ll meet at our consortium’s annual conference in Oregon, where one of our local advisors will give us a tour of his hometown, Hood River — I can’t wait!”

Tips to improve office culture

Whether employees are in-office or remotely based, maintaining an inviting office culture is key to solidifying the team.

Wayland says that no matter how close or far you are from your staff, regular communication is essential. Plan a weekly meeting — whether in person or via Zoom — where you can connect face-to-face, share successes and challenges, and collaborate on improving processes and procedures for everyone.

She also suggests recognizing that everyone is unique, with different challenges and motivations. It is so important to consistently provide opportunities for recognition and celebration to keep the team engaged and valued.

And Meyer strongly recommends: “When your team speaks up about something or someone … LISTEN. My agency is nothing without my advisors. If they have feedback, I take it to heart.”

But really, the bottom line of showing appreciation is so simple. As Meyer says: “Everyone on our team is valuable. You have to let people know that. I don’t care who you are, everyone needs a pat on the back here and there. It costs zero dollars to make people feel appreciated.”

Worth the work

When it comes to building a powerhouse travel agency, it is worth the time it takes to plan, evaluate, and make adjustments that strengthen and expand that team.

Schroedermeier sums it up so well: “Building and maintaining a strong team is essential for the success of our organization and any organization. A strong team fosters open communication, leads to higher job satisfaction and reduced turnover, fosters other viewpoints and fresh perspective, makes it easier to achieve organizational goals, and improves our customer experience!”

FROM THE SPONSOR:
For over 50 years, ALG Vacations has been dedicated to supporting travel advisors through partnerships rooted in shared values. ALGV continues to give you more with ongoing Kindness initiatives centered around the three pillars of kindness: Kindness to Ourselves, Kindness to Others and Kindness in Travel. For a third year in a row, the Kindness Conference and Kindness Connection (July 21-25) provide a platform for advisors to foster new connections throughout the Kindness Community and beyond. These highly anticipated events are poised to continue uplifting advisors while creating a future of travel dedicated to care. In the meantime, you can make someone smile today with the Kindness Toolkit available on ALGV360. Stay tuned to ALGV’s Facebook page for more updates on this initiative throughout the year. Learn how you can get involved and help ALGV lead the industry through kindness at ALGVacations.com/Kindness.