ATLANTA – Delta Vacations has reported an impressive surge of over 10% in travel agency sales this year, as the airline’s most loyal customers increasingly opt for travel advisors to coordinate their trips.
During the recent Delta Vacations University event, which caters to travel advisors, company president Kama Winters announced that they are significantly investing in the agency channel, driven by “double-digit growth” in advisor bookings. This upswing is primarily attributed to Delta Air Lines’ Medallion members, who are encouraged to utilize travel advisors due to new incentives introduced for 2024. Starting next year, SkyMiles members will be able to accrue status-qualifying points when booking Delta vacation packages.
“The key takeaway from these growth figures is their correlation with Medallion members choosing travel advisors,” Winters emphasized. “This indicates we’ve effectively aligned our offerings with their preferences.”
Interestingly, this increase almost didn’t materialize. Initially, Delta planned for only direct purchases of vacation packages to contribute to Medallion status. After receiving feedback from advisors, they adjusted their policy to include bookings through travel professionals as well.
The final quarter of last year marked a milestone for Delta Vacations, touted as their largest quarter ever. This success was largely driven by SkyMiles members eager to earn status before year-end. Winters highlighted that the fourth quarter has become the company’s conceptual “second peak.”
Investing in Travel Advisors
Delta Vacations has committed to further investment in training and resources for travel advisors, evident by the 500 advisors who attended this year’s Delta Vacations University. In non-event years, the company facilitates personalized training trips to tour destinations, enhancing the knowledge base of its advisors. A new booking platform is set to debut next year, further supporting travel advisors in their work.
Jamal Guiden
According to Jamal Guiden of Prestige Travel in Roswell, Ga., a Delta Vacations Diamond agency, attending in-destination training in Puerto Vallarta, Mexico markedly boosted his bookings for that region. “My bookings for Puerto Vallarta increased very quickly after the training,” he remarked.
Pam Woodley, the owner of Pearl Travel Advisors in Rome, Ga., launched her agency in January, with a remarkable 85% of her sales comprising Delta Vacations packages, due to the extensive support she received. “Every Delta Vacations representative has made me feel welcomed, patiently addressing my questions and providing invaluable ‘newbie’ tips,” Woodley shared, highlighting the critical role the educational support has played in her early success.
Pam Woodley
Expanding Offerings and Destinations
The travel preferences of Medallion members are influencing the future of Delta Vacations’ offerings. While traditional beach destinations remain at the forefront, Delta Vacations is expanding its portfolio strategically, with new products being developed in Europe—particularly in Nice, France—and growing operations in South America, enhancing options in Chile and Peru.
As travelers seek more immersive experiences, Delta Vacations has introduced over 300 activities and excursions in the past two years. With luxury travel on the rise, the company is also adding more four- and five-star hotels to its offerings. “We’re observing strong demand in the luxury sector, especially from our Medallion customers,” chief commercial officer Katrin Koenig noted.
Additively, Delta Vacations is exploring multi-destination trips, offering itineraries that span several cities within a single country. Winters confirmed plans to launch a rail offering in Italy next year, showcasing the company’s commitment to evolving with traveler preferences.
