If you’ve ever asked yourself, “What exactly does a travel consortia do for me?”, you’re not alone. Karryn Christopher, President of Signature Travel Network, pulls back the curtain on how consortia support travel advisors beyond supplier relationships.
Whether you’re new to the industry or scaling a mature business, understanding how to intentionally leverage consortia resources could be the unlock your agency needs for growth, efficiency, and long-term client satisfaction.
What Is a Consortia and Why Should Travel Advisors Care?
The travel industry is filled with terms that get tossed around without much clarity. Consortia, consortium, cooperative, what’s the difference?
According to Karryn, the terminology is flexible, but at its core, a consortium is a network that unites agencies to amplify buying power, provide shared resources, and elevate the advisor experience.
In Signature’s case, it’s not just a consortium. It’s a member-owned, not-for-profit cooperative, which makes it unique. Every member agency is an equal shareholder, helping steer decisions through committees and boards made up of agency owners, managers, and advisors.
“We’re here to serve our members, and by extension, any advisor affiliated with them.” – Karryn Christopher
Core Benefits of Travel Consortia You Might Be Overlooking
Travel advisors are often introduced to consortia through supplier lists or booking tools, but the benefits go much deeper.
Here’s what you may not be fully tapping into:
Marketing Resources That Actually Work
- Email campaigns, direct mail, and digital content often come free or subsidized.
- Advisors can align marketing with client communication preferences (hint: not everyone wants a printed magazine).
- The key: don’t “set and forget.” Monitor engagement and follow up with clients who’ve gone quiet.
“There’s so much business to grow with a simple, ‘I miss you.’ That proactive message can restart the relationship.”
Technology Tools That Save You Time
- Signature and other consortia invest in tools to simplify daily workflows—CRMs, dashboards, and more.
- Many solutions now integrate AI to serve up training, marketing, or client data in real-time.
- The result: less admin, more strategy.
Training at Every Stage of Business
- Whether you’re brand new or 20 years in, there’s a modular learning path.
- Access to foundational tools, niche market training, and ongoing supplier updates help you stay sharp without getting overwhelmed.
Preferred Partners: Your Hidden Advantage
Preferred partners aren’t just a list of suppliers. They’re relationships built on trust, negotiated perks, and operational efficiency.
When you book with a preferred partner:
- Your client gets upgrades, amenities, or service that’s exclusive to the network.
- You get support when things go sideways.
- Your host and consortia can advocate for you because contracts and performance data back you up.
And here’s the key: the more you focus your bookings, the more weight your numbers carry. That means better benefits, more marketing dollars, and stronger supplier relationships.
Host vs. Consortia: Who Does What?
This is a common point of confusion for advisors.
- The host agency manages your day-to-day operations: commission payouts, CRM systems, support, and team culture.
- The consortia provides the broader ecosystem: supplier relationships, tech platforms, and advisor education.
Think of the host as your home base and the consortia as your launchpad.
When both work together, and you know how to access both, you create a stacked support system.
Elevating Your Impact as an Advisor
One of the most inspiring takeaways from this episode was the discussion of Signature’s nonprofit arm, Travel Elevates.
Through this initiative, advisors can:
- Connect clients to give-back opportunities while traveling
- Support vetted organizations in destination communities
- Tap into programs like Pack for a Purpose to deliver much-needed supplies
“More travelers today want their vacations to have meaning. Advisors now have tools to make that possible.”
This is a great way to differentiate your service and let your values shine through in your client experience.
Final Thoughts: Your Business, Backed by a Community
The future of the travel industry is collaborative. Advisors who intentionally engage with their consortia, not just for bookings, but for strategy, tech, and training, are the ones scaling sustainably.
So if you’re not already taking full advantage of what your consortia offers, consider this your sign.
Your Next Steps
Listen to the full episode to hear more from Karryn about how Signature is leading the way.
Explore how Client Communication Templates can help you follow up with intention.
Talk to your host agency about which consortia you’re affiliated with and what resources are available to you today.
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