LAS VEGAS -- Signature Travel Network's annual conference caps off a year of solid growth, with business up about 10% from the year before.
The increase isn't as sharp as previous post-pandemic years, and phone lines might not be quite as frenzied as they were in 2023 and 2024, so it's a good time to reassess and reset the business.
That includes ensuring marketing is ongoing, said Signature CEO Alex Sharpe.
Signature already does around 80% of members' marketing, Sharpe said. Because the phones have been extremely busy over the last couple of years, Sharpe has heard some members ask to "slow down or tighten up" marketing. It's the wrong move.
"We need to do more marketing, and members need to let us do that," he said. To increase the frequency with which clients use travel advisors, staying in front of them via marketing is important, he said.
Sharpe also wants advisors to earn more of their clients' business by educating them on everything they sell. He encouraged advisors to look for add-on revenue, like adding hotels to cruise vacations or charging fees.
Upselling is another area of growth he outlined. And, he pointed to a simple, but effective, sales technique: referrals. Advisors should tell clients the most valuable thing they can provide is their recommendation to friends and family.
The theme of Signature's conference was "evolve." Sharpe said it's more than just a theme.
"It's really a command, in my mind," Sharpe said. "In this industry, if you don't evolve, you're done, right? Every day, every week, every year, the world's changing.
"So, we have to evolve. And in business, if you don't continue to evolve, you're just not going to be here."
Karryn Christopher's new role
This was Karryn Christopher's first Signature conference as the network's president. Earlier this year, Christopher was promoted from executive vice president of marketing and preferred partnerships. Sharpe previously had the title of president and CEO, and now the two are sharing leadership responsibilities.
"A lot of people are saying, 'So, how does your job change? How does your role change?'" Christopher said. "And I like to say I am doing all of the things Alex doesn't want to do anymore."
In an interview, Christopher said Signature's luxury segment is growing faster than any other segment.
It's not a surprise, she said: "I think it's just by nature of what we're seeing in the world and in the country. The people who have money have more money to spend, and as the prices rise it's not a deterrent to continue to do what they expect to do in terms of travel."