(This is a short clip of the full podcast available 3/25/2025)
The Importance of Direct Supplier Relationships in the Travel Industry
Building Your Identity as an Independent Travel Advisor
One of the most significant advantages of operating as an independent travel advisor is the ability to establish direct relationships with travel suppliers. Having your own unique identifier with suppliers creates a clear connection that allows you to demonstrate your value proposition directly to these important partners.
"By having a clear number or direct identification that you're recognized by with travel suppliers, you are able to have that direct relationship and demonstrate what you're delivering for them," notes Mark Hennigan.
The Host Agency Challenge
This direct approach stands in contrast to the host agency model, where independent advisors operate under the umbrella of a larger organization. While host agencies provide valuable support, they can sometimes create barriers between advisors and suppliers.
"The challenge with the host model is it's all going through that one number, and it's hard to showcase yourself and have that individual relationship," explains Hennigan. This has been a persistent challenge in the industry, particularly for home-based travel businesses looking to establish their unique identity in the marketplace.
The Value of Industry Resources
Industry publications like "Agent at Home" magazine have historically provided important tools for travel advisors. Hennigan explained that he "used a lot of the tools in that magazine to make those connections. There were always events listed in there, always emails from hoteliers and tour operators. I utilized that magazine as a resource to make the connections."
Travel as a Relationship Business
At its core, the travel industry functions much like a family network. "This is a relationship business," explains Hennigan. "Like your family, you have cousins, aunts, uncles and such. This business is the same thing. You have the tour operators, the hoteliers, the cruise partners, and you have all those connections."
Limitations of Some Host Agencies
While not universal across all host agencies, some impose restrictions that can limit an advisor's ability to forge their own path.
"I didn't want to go under a host because I felt I was going to be under that umbrella of the boss again," he shared. "Some of the hosts, not all of them, have certain criteria of what you can and cannot do."
In some cases, these restrictions can be significant: "You can't meet with the BDMs [Business Development Managers]." Each business is different, but some host agencies prefer to handle supplier relationships at the corporate level, limiting individual advisor interactions with supplier representatives, especially since many aren't located near the host's corporate office.
The Path to Independence
For travel advisors who value autonomy and direct supplier relationships, the independent path offers compelling advantages, according to Hennigan. "I wanted to build my own relationships and make my own connections."
