Disney's EarMarked summit celebrates travel advisors
LAKE BUENA VISTA, Fla. — The line to reach Disney Destinations Sales Solutions’ senior vice president Javier Moreno and director of travel agency sales Jodi Bainter stretched farther through Epcot’s World ShowPlace venue than some Disney character meet-and-greet lines.
The duo was offering agency owners at the 2023 Disney Destinations EarMarked Program Owners Summit custom video “shout-outs” they could share with their travel advisors who were not at the event. Judging by the line, most attendees seemed keen to take them up on it.
The summit, held at the Walt Disney World Resort here last month, drew 400 owners of EarMarked-member agencies.
“This is the opportunity for us to listen to them and personally to spend some time with them and know what’s going on in the marketplace,” Moreno said.
Bainter added, “This annual event is probably the most important. It’s a way to say thank you for all that these agencies do — we know how hard they work for us all year long. It’s also a way to really show them what’s new and what’s next, and what’s happening.”
Moreno and Bainter were present throughout the event, themed “Boundless Magic,” while other Disney executives dropped in, including Josh D’Amaro, chair of Disney Parks, Experiences and Products; Walt Disney World president Jeff Vahle; and Walt Disney Imagineering chief creative officer Bruce Vaughn.
Summit activities included general sessions, networking opportunities and in-park experiences. The latter included a ride on one of Epcot’s most popular attractions, Guardians of the Galaxy: Cosmic Rewind, and seeing the new walk-through attraction Journey of Water before the park opened for the day.
EarMarked to celebrate 20th
The EarMarked program will celebrate its 20th anniversary next year.
Today, there are nearly 700 EarMarked agencies in the U.S. and Canada. According to Disney, to qualify, agencies must “demonstrate their ability to drive revenue” to Disney products, participate in ongoing training and actively market Disney Destinations, including on their websites.
The summit is held annually at either Walt Disney World or the Disneyland Resort. Originally open to travel advisors who sold Disney, in recent years it became restricted to agency owners.
Sue Pisaturo, president of Small World Vacations in Washington Township, N.J., No. 61 on Travel Weekly’s 2023 Power List, started her agency in 1996. She remembers the formation of the EarMarked program and has been to every conference.
“It’s professional and personal inspiration, enlightenment, networking, learning,” Pisaturo said. “Sometimes it affirms that I’m on the right path. That’s as useful as learning something new.”
She also said the event affirms the value of the travel agency channel to Disney.
Adam Duckworth, president of Travelmation in Fort Lauderdale, No. 55 on the Power List, has been to six summits, including this year’s. For him, in addition to learning about the products, it’s an opportunity to meet with industry peers.
“I think the EarMarked Summit just allows us to center ourselves,” Duckworth said. “Specifically those of us who are high Disney affinity accounts, it allows us to center ourselves and get really excited about Disney Destinations.”
Beyond the parks
At this year’s summit, WorldShowplace — between Epcot’s Canada and U.K. pavilions — was not merely a spot for advisors to meet with Bainter and Moreno.
Inside, attendees found themed setups with representatives from a number of Disney products, including Disneyland Resort; Walt Disney World Resort; Disney Cruise Line; Aulani, a Disney Resort & Spa; Adventures by Disney; and National Geographic Expeditions. They got product updates, asked questions and enjoyed a number of themed photo opportunities.
“It’s one time a year that we are able to really feature the entire Disney Destinations portfolio, and it’s a really impactful, high-touch, powerful way to do it,” Bainter said.
Particularly popular was the setup for the Haunted Mansion-themed bar coming to the Disney Treasure when the ship debuts next year. The Haunted Mansion Parlor was announced the morning of the show, adding to the buzz.
This year marks the 100th anniversary of the Walt Disney Co., and it is being celebrated throughout the company, Moreno said.
“We couldn’t have made it without them — their help, their heart, their passion,” he said of travel advisors. “This is also the moment to thank them for everything we have done together and for an amazing future, because we’re going to have great, amazing Disney experiences ahead.”
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