Here Are the Winners of the 2024 TravelAge West Trendsetter Awards

Every June for the past 19 years, TravelAge West has celebrated the best in travel through our annual WAVE Awards. This year, we had more awards than ever, and you can check out the winners at www.travelagewest.com/wave.

As part of the program, we also acknowledge top travel advisors in the industry through the Trendsetter Awards. This year, we honored agents in five categories — including a new award for “Saving the Day.” As you can read on the following pages, these advisors are creative, caring, innovative, entrepreneurial and an overall credit to their profession. 

We hope you enjoy this look at some of the top advisors in the business. 

Best Group Booking Effort

Jessica Malerman And Nicole Rivera, Marvelous Mouse Travels 

If there’s one name you can associate with 2023 and 2024, it’s Taylor Swift. The popularity of the singer’s Eras Tour is a worldwide phenomenon in music. 

Another phenomenon is the “In My Cruise Era” cruise, created by Jessica Malerman (right in photo)and Nicole Rivera (left), along with another colleague, Shelby Reyes, from Marvelous Mouse Travels. This 199-stateroom affinity sailing onboard Allure of the Seas this October brought in so many bookings there’s a wait list of 10,000 clients. The cruise also took the media by storm and was featured in dozens — if not hundreds — of news outlets.

RELATED: Who Is Marvelous Mouse Travels, and Why Is it Hosting a Taylor Swift-Themed Cruise?

“When we created ‘In My Cruise Era,’ we wanted to create a group trip that was inclusive, welcoming, fun and open,” Malerman said. “The reason why we chose the Taylor Swift fan base as a model is because, as a community, it embodies all that.”

Rivera sees this as a team win.

“The best aspect was to be honored as colleagues together,” she said. “It was a team effort to produce such a large group booking.” Malerman appreciates the validation that winning a Trendsetter Award brings.

“A lot of times in this industry, I wonder, ‘Am I doing the right thing?’” Malerman said. “The honor of getting feedback from so many professionals that I admire and respect, is one that has had a deep impact on me."

SPONSORED BY: The Globus Family of Brands

The winner and runner-up in this category each received their choice of any seven-night (or less) Avalon Waterways Suite Rewards river cruise for travel in 2024. 

Runner-Up: Theresa Curbelo, Cruise Planners

As a retired first responder herself, Theresa Curbelo of Cruise Planners understands the importance of vacations as a means of reconnecting with the beauty of the world. First responders, immersed in the often chaotic realities of their day-to-day lives, sometimes miss out on the rejuvenation that travel can bring. Recognizing this, Curbelo aims to inspire through enriching travel experiences. 

Her targeted sales effort focused on a first responders’ trip to Dublin, Ireland. As part of her planning, she booked a private tour of the Dublin Fire Brigade Training Facility. It was an emotional experience that deeply resonated with her clients.

Upward Bound, Rock Star Advisor Under 40

Jordana Izzo, Travelmation

Accessible travel is a passion for Jordana Izzo of Travelmation — and it’s something she takes personally. When her son was diagnosed with autism, a lot of people told her there would be things she would no longer be able to do, including travel. 

“All I could think was, ‘Why not?’” Izzo said. “Since then, I have made it my goal to give other families with accessibility needs the confidence to travel — telling them that it is possible, after all.

With this in mind, Izzo created the Accessible Travel Certification. The program covers what qualifying questions to ask, vendors that can assist in specific situations and how to market accessible travel to clients. Today, more than 1,700 Travelmation agents have become certified.

RELATED: Community Voices: How I Plan Travel for My Autistic Son

As a result of her efforts, Izzo was named Director of Accessible Travel for Travelmation, and she now leads a team of experts and is the main point of communication for agents and vendors. She also develops new marketing strategies for clients. 

“The best aspect of winning a Trendsetter Award is knowing that something I am so passionate about is truly making a ripple in the travel industry,” Izzo said.

“Accessible travel is really just another level of qualifying our clients, giving them the confidence to travel and educating our suppliers on what resources they need to make available in the future. My ultimate goal is to make sure that everyone has the ability and knowledge to travel, despite their unique accessibility needs.”

Izzo has no doubt that she is in the perfect industry for her.

“I love celebrating with people,” she said. “Vacations can be birthday trips, honeymoons, milestone opportunities and more. Having a front-row seat to these celebrations, and helping to plan these trips, is truly remarkable.”

SPONSORED BY: World of Hyatt Inclusive Collection

The winner received a five-night stay for two at Secrets Playa Blanca Costa Mujeres, and the runner-up got a five-night stay for two at Secrets Tides Punta Cana.

Runner-Up: Mary Beth Lynn, Your Vacation Plan

Mary Beth Lynn of Your Vacation Plan created an education course for fellow advisors called Assistants That Work. Through the program, she teaches business owners the processes, systems and methods they can use to grow their businesses. Her program is designed to empower advisors to regain control of their time and lives, while still growing their businesses. Lynn had more than 3,400 agents sign up for her free Life-Changing Assistants Masterclass.

As another advisor said of Lynn: “She embodies the community-over-competition model in the travel industry.”

Best Targeted Marketing Idea

Kirsten Andrade, Favorite Grampy Travels

After Disney unveiled its Genie+ system for theme parks, some guests were confused and frustrated. Recognizing a need for more resources, Kirsten Andrade, concierge travel advisor with Favorite Grampy Travels, leveraged her agency’s expertise to create a solution. Her already-popular Facebook group developed the first-ever consumer-facing Genie Masterclass aimed at comprehensively teaching the system, leading to increased sales and new loyal followers.

“Originally focused on theme parks, as an agency we have worked for years to refine the best ways to service our guests, aware of the complexities involved in theme park travel planning,” Andrade said. “The time and effort we have invested in creating a consumer-facing product to provide all of this valuable information to our clients — including guests who may not be working with a travel advisor — not only expands our reach, but demonstrates that we are experts in the field.

So far, her agency’s Genie Masterclass has welcomed more than 800 paid attendees, in addition to the countless clients of agency advisors who receive complimentary access as part of their concierge services.

RELATED: What Is the New Disney Lightning Lane Multi Pass? Here’s How it Will Affect Disney Vacations

Dozens of attendees subsequently hired the agency’s concierge advisors for various planning services, including itinerary planning, dining reservation assistance, return trips to Walt Disney World Resort, adventures beyond the theme parks and more. The Genie Facebook group now has more than 230,000 members.

Andrade says winning a Trendsetter Award highlights her hard work in developing a product that alleviates the frustrations of both guests and other advisors. 

“We are committed to efficiently solving major pain points of taking a Disney vacation, and we’re honored to be recognized for that,” she said. “The majority of my business is in family travel. It’s simply a privilege to help plan these trips.”

SPONSORED BY: Princess Cruises

Each finalist received a balcony stateroom for two on a 2024 Princess seven-day Mexican Riviera or Caribbean cruise. 

Runner-Up: Maurice Smith, Eugene Toriko

Maurice Smith of Eugene Toriko created a segment called “Atl & Co on the Go with Eugene Toriko,” which aired on a local television news show in Atlanta. The segment showcases partner hotels, destinations and experiences that embody the agency’s mission, which is to inspire travelers to make choices that support environmental conservation, cultural preservation and positive community impact. Smith’s segment helps to elevate awareness around sustainable tourism and encourage a shift toward more mindful travel. 

Best Use of Social Media

Nikki Hendrix, Favorite Grampy Travels

Under the guidance of Nikki Hendrix, founder and CEO of Favorite Grampy Travels, what started as a small, local Facebook group for Disney fans in Loudoun County, Virginia, blossomed into a network of 10 themed Facebook groups, the largest of which boast memberships of 212,000 and 237,000 each. They offer members interactive online Facebook events with advisors and preferred suppliers and, in turn, can nurture hundreds of relationships with potential clients each week

“Our advisors post multiple times per day, often in destination, to curate a unique member experience,” Hendrix said. “We go beyond simply providing valuable content. Our consistent moderation ensures a positive and informative space by addressing member inquiries and promoting a culture of kindness within our groups."

Hendrix says the goal is to show their agency’s expertise, share in clients’ excitement for their vacation plans and build trust between the agents and the clients.

“I think we were honored with a Trendsetter Award because of the impact on the travel community and the genuine connections we have been able to make,” Hendrix said. “These connections have translated into loyalty toward our brand and substantial growth of our travel agency.

Hendrix is most excited when she shares her knowledge with colleagues. 

“The best part about my job is being able to coach and mentor new-to-the-industry travel advisors who have a passion to share their love of travel with others,” she said. “Travel opens the world and brings us closer together at the same time.”

SPONSORED BY: Sandals

The winner and runner-up in this category each received a five-night stay for two at any Sandals or Beaches resort.

Runner-Up: Lauren Quirk, Travel With Character 

Lauren Quirk of Travel With Character has one of the most unique social media strategies in the industry. Quirk created a series of travel-related comedy songs for her social media accounts that have original song lyrics and Broadway-style theatrics. By focusing on messages that encourage engagement and brand awareness, her social media accounts for about $500,000 in sales per year

Some songs highlight destinations (“All I Want for Christmas Is Batuu,” Disneyland), while others highlight the value of booking with a travel advisor (“We Don’t Talk About Costco”). The songs have progressed from acoustic videos played on piano to professionally produced tracks for music videos and social content.

Saving the Day

Ann DeMers, Dream Vacations/Best Travel Partners

Ann DeMers, of Dream Vacations/Best Travel Partners, is the type of advisor who makes the entire profession look good.

When someone says, “Travel agents go the extra mile,” that describes DeMers … literally.

After booking a family vacation on Disney Cruise Line, DeMers got a call from the family saying they had arrived at their hotel in Cocoa Beach, Florida, the night before the cruise, but they realized they left all their legal travel documents at home.

Being a weekend, and with less than 24 hours until the ship sailed, DeMers saved the day by booking herself on a nonstop flight first thing that Sunday morning from Rochester, New York, to Orlando, Florida. She then rented a car, drove to Port Canaveral, and hand-delivered the documents to the customers before their cruise

According to Scott McCafferty, owner of Dream Vacations/Best Travel Partners, the client was astonished by the lengths that DeMers went for them.

“This wasn’t about the commission, this was about Ann putting herself in the shoes of the grandparents who booked and rebooked, twice, the family vacation for their kids and grandkids, which was now going to be ruined if they couldn’t board the ship,” McCafferty said.

“Ann demonstrated compassion for someone she had never even physically met, to ensure that they had the best time possible with their loved ones.

This incident is a good example of the way DeMers approaches her job every day

“I love providing my clients with the best experience possible,” she said. “And I love travel myself. I enjoy going to places I dreamed about as a child, and now, as an adult, I get to go to bucket-list destinations and check them off.”

SPONSORED BY: Travel Insured International

Both finalists in this category received a Dublin, Ireland, Explorer Package for two provided by Sceptre Vacations.

Runner-Up: Lainey Melnick, Dream Vacations/Lainey Melnick & Assoc.

Lainey Melnick of Dream Vacations/Lainey Melnick & Assoc. had clients with a dream of getting married in Antarctica. When their original plans fell through, Melnick — determined to give them the wedding they were expecting — researched the requirements for getting married in Antarctica and learned the process for performing weddings there. Since her clients did not know anyone who could be an officiant, Melnick found another client who would be the perfect choice to marry them, and arranged for the officiant to join them on the voyage. She then coordinated with the cruise line so that the wedding could take place on a landing, and her clients got the wedding they imagined, after all.