Classic Vacations deepens investment in travel advisors

Classic Vacations has been deepening its investments in travel advisor support ever since CEO Melissa Krueger ascended to the C-suite role more than two years ago, but news of those investments might have been easy to miss.

The luxury travel wholesaler was relatively quiet last year, sharing few details of efforts behind what it calls its “Classic Renaissance.”

But 2024 emerged as the year that Classic decided to get a little louder about the improvements it’s been making behind the scenes and the heights Krueger has her sights set on as she charts the 47-year-old company’s next course. 

“2023 was definitely a working year for all of us,” Krueger said. “You seeing more of us this year has to do with me bringing a level of knowledge and skill sets into my marketing team and getting great direction.”

Earlier this month, Classic expanded its leadership team with the addition of two hires whose roles directly target the company’s top priorities at the moment: sourcing more advisors, no matter where they’re based in the U.S., and modernizing operations through advanced technology upgrades.

Sue Ferguson

Luxury hospitality veteran Sue Ferguson was tapped as Classic’s vice president of business development, a new role in which she leads an effort to service more advisors in a way that won’t be limited by geography — something Krueger said had historically been the case. Classic business development managers typically worked with a list of IATA-registered advisors within a ZIP code range and served as the primary advisor resource in that area. 

But it’s not like that anymore, said Krueger, who added that Ferguson has a track record of pioneering in-person sales techniques. When many advisors started working from home instead of at brick-and-mortar agencies, Ferguson said that she called on them at their homes and met with them for coffee or meals, “which was a first for the industry as many representatives had not yet adapted to this work model.”

This is why Krueger sees Ferguson as the right fit. 

“Sue will bring a greater awareness of where the advisors are, who our partners are and how to bring the kind of global luxury travel offerings to them where they’re at,” Krueger said.

Anthony Tucker, a travel technology specialist, is the wholesaler’s new vice president of digital solutions and business intelligence, a role in which he said he’ll be tasked with driving digital transformation and “using data to inform strategic decisions.” 

Anthony Tucker

His initial focus will be on optimizing existing processes and integrating advanced analytics, he said.  

“The timing is perfect as the company is embracing new technologies to improve customer experiences and streamline operations and is dedicated to staying ahead in the luxury travel market,” he added.

Staying ahead is the name of the game for wholesale suppliers in general, said Phocuswright lodging and leisure analyst Robert Cole, who spent years in the wholesale space at Mark Travel before it eventually merged with Apple Leisure Group.

Monumental shifts in the industry over the past couple of decades have seen wholesale suppliers lose their competitive edge with the rise of booking engines like Booking.com and Expedia, Cole said. 

The need to stay relevant and valuable to advisors is more important than ever if a wholesale company expects to survive for the long run.

And the path to longevity, Cole added, is through value proposition.

“In Classic’s position, they have to create value for three constituencies: for the traveler through something they can’t get anywhere else, for the agents through fair compensation and unique product, and for suppliers [through scale],” Cole said. 

So far, amid Classic’s “renaissance,” advisors say the company brings value to the table, which keeps them coming back.  

“Classic Vacations’ recent focus on enhancing their technology and expanding their leadership team is a smart move,” said Karin O’Keefe, owner of FNS Travel Group in Springfield, Mass., adding that having the right tools for booking airfare, hotels or tours all in one place is critical. 

But technology alone isn’t enough, O’Keefe said.  

“Building and maintaining strong relationships between tour operators and advisors is equally important,” she added. “BDMs play a vital role in this, as their support and relationship-building efforts are crucial for fostering a profitable business environment.”

Jennifer Doncsecz, president of VIP Vacations in Bethlehem, Pa., who regularly works with Classic, said that Tucker’s hiring will provide Classic with perspective on what travel advisors need and deal with, and how to realistically enhance the advisor booking experience.

“As an advisor, my goal is to provide my clients with clear communication and be easy to do business with,” Doncsecz said. 

“Likewise, I want to do business with a wholesale supplier that is in sync with my commitment to my clients and also provides the same characteristics that I value.”