These advisors Aspire to collaborate

In its first three years, Aspire Associates Group, an alliance of independently owned travel agencies, has tripled in size to 18 members.

The luxury-focused group is aimed squarely at connecting boutique agencies and using their collective expertise in travel and business to help each other grow and enjoy enhanced exposure. Aspire Associates also encompasses supplier partners, who can work more closely with a smaller group of agencies.

Helen Papa, owner of TBH Travel in Dix Hills, N.Y., said the group started small. Aside from TBH, Aspire’s founding members are Court Travel in North Carolina, Cruise Vacations International in the Washington area, CSB Travel Houston, Posh Travel in New Hampshire and Precision Travel in Dallas.

“We got to know each other, and we found that even though we were different agencies in different areas, we had a lot of the same needs of expanded regions, numbers, growth, ideas, sharing,” Papa said. “As small to medium agencies, you don’t have the staff or the team right at your doorstep, so it was nice to have the camaraderie.”

Over time, word got out about Aspire and other agencies asked to join.

The group was selective, Papa said.

“We were very careful about saying, well, what is it from the community that we have that you’re interested in?” she said. “Why do you want to join? Because it’s not just about sales and numbers and volume. It’s the culture. It’s what are you going to bring? What entrepreneurial ideas do you have?”

Other considerations included agency location and particular skill sets brought to the table, she said.

Since its launch, 12 additional agencies have joined Aspire: Alabama World Travel, Bell and Bly Travel in Texas, Belle Meade Vacations in Tennessee, Blue Skies Travel in New York, Distinctive Journeys in Georgia, Four Seasons Travel in Georgia, GSC World Travel in Texas, Landings Travel in Florida, Singer Travel in Pennsylvania, Susan’s Travel Services in Arizona, Warren Place Travel in Oklahoma and White Glove Destinations in Texas.

While each current member is also a Virtuoso member, Virtuoso membership is not required to join Aspire.

‘A safe space’

Aspire provides its member agencies a place to collaborate, Papa said.

“When we do our owner meetings, we’re sharing ideas, best practices,” she said. “And it’s a safe space where nobody’s trying to steal your ideas or your staff.”

The group also offers members a smaller, collaborative space inside the larger agency community, Papa said. For instance, Virtuoso Travel Week this year drew nearly 5,000 attendees. Aspire had about 65 advisors at the event; the group held its own cocktail hour for members and supplier partners as well as an owner meeting.

That idea of collaboration in a smaller community has been key.

“As everybody’s been working from home and the travel business has changed a lot, especially since we started in 2020,” she said. “People are looking for that camaraderie. They want to feel that they have a network.”

Aspire also works with supplier partners. That has been a big draw for new members, according to Papa. Suppliers offer resources and promotions, and Aspire has the buying power of its members.

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