Internova Travel Group will celebrate Global Travel Advisor Day on May 4 with a full-page ad in the New York Times thanking the 70,000 advisors who fall under its umbrella.
The ad is a letter from Internova CEO J.D. O'Hara. It acknowledges the difficulties the industry has faced in recent years but highlights how helpful travel advisors have been throughout.
"Travel is a deeply human experience, and it's at its best when it starts with the wealth of firsthand knowledge and connections that only humans can have," O'Hara wrote. "The relationships, advice and ingenuity of a travel advisor fundamentally change how you travel -- and how travel changes you. It's a superior experience that a machine will never replicate."
He thanked Internova's advisors on Global Travel Advisor Day, but noted, "it deserves to be said year-round."
In a release about the ad, O'Hara said it was his way of thanking Internova's advisors for their work throughout the pandemic.
"Our advisors have prepared us for what I believe will be the best year that travel has ever seen, and I am grateful to them and remain committed to supporting their work," he added.