ATLANTA — Sales from Delta Vacations’ travel agency network have soared by over 10% this year, primarily driven by Delta’s elite loyalty members opting for personalized advisor services to plan their vacations.
During the recent Delta Vacations University event, which caters to travel advisors, the company announced its commitment to enhancing the agency channel. The president of Delta Vacations, Kama Winters, noted the significant boost in advisor bookings, attributing the growth to robust demand from Medallion members—those at the top tier of Delta Air Lines’ loyalty program. Starting in 2024, SkyMiles members can earn status-qualifying points by booking Delta vacation packages, an incentive tailored to encourage Medallion members to use travel advisors for their trips.
“It’s clear that the double-digit growth we’re witnessing is largely linked to Medallion members booking through advisors,” Winters said. “This suggests we are effectively delivering the benefits that matter to our clients.”
The successful surge almost didn’t materialize; Delta had originally intended for only direct bookings of vacation packages to contribute to Medallion status. However, the company reconsidered its stance based on feedback from travel advisors.
The last quarter of the previous year marked a historic milestone for Delta Vacations, described as their “second peak” by Winters, driven by SkyMiles members racing to accrue status before the year’s end.
Investment in Travel Advisors
Delta Vacations is scaling up its investments in travel advisors, and the positive impact is noticeable. This year, around 500 advisors attended Delta Vacations University, and on alternate years, select advisors will receive specialized training in tour locations. The company plans to roll out a new booking platform next year to further streamline the process.
Jamal Guiden
Jamal Guiden, a representative from Prestige Travel in Roswell, Ga., a Delta Vacations Diamond agency with annual sales surpassing $500,000, experienced firsthand the advantages of in-destination training offered by Delta Vacations. Following his training in Puerto Vallarta, Mexico, he reported a rapid increase in bookings for that destination.
Newcomer Pam Woodley, owner of Pearl Travel Advisors in Rome, Ga., stated that 85% of her sales come from Delta Vacations packages. She praised the support from the Delta Vacations team, sharing, “Each Delta Vacations representative has been welcoming and has patiently guided me through my queries, often offering invaluable ‘newbie’ advice.”
Pam Woodley
The education and training provided through both in-person experiences and the university have been instrumental in her transition into the travel industry.
Travel advisors have also highlighted Delta Vacations’ policy of offering full commission on trips booked using clients’ SkyMiles as a key benefit, with Guiden noting that this framework serves the interests of both advisors and clients effectively.
Expanding Destinations and Experiences
The preferences of Medallion members are significantly shaping the offerings from Delta Vacations, both now and in future endeavors. While beach destinations remain a cornerstone of their packages, Delta is strategically branching out to cater to diverse travel interests, as stated by chief commercial officer Katrin Koenig. Notably, they are increasing product offerings in Europe, including the popular destination of Nice, France, and enhancing options in South America, particularly in Chile and Peru.
In response to a growing demand for immersive experiences, Delta Vacations has introduced over 300 activities and excursions in the last two years. Koenig mentioned that more private tours are on the horizon, appealing particularly to Medallion members.
The luxury travel sector is experiencing a surge, leading the company to expand its portfolio significantly to include more four- and five-star hotels. “We recognize that this is an area with substantial growth potential, especially for our Medallion members,” Koenig emphasized.
Delta Vacations is also exploring multi-destination travel experiences, such as trips that cover multiple cities within a single country, and has plans to launch a rail offering in Italy next year.
