So what did I REALLY think about Travel Trend Summit 2024?
Earlier this week, one of my ‘most favourite people’ and money mindset mentor, Denise Duffield Thomas, author of the inspiring book Lucky Bitch told me in chapter 5 that I should read Louise Hay’s book You Can Heal Your Life. I was convinced I had this book on my shelf, so I went to a stack of unread books purchased in 2023, and there it was: Hay’s book. I immediately placed it in the handbag I was taking to the Travel Trend Summit on the Gold Coast at the end of the week. This was a sign from the universe, and I was excited by it.
Fast forward to Thursday at 5 a.m., when the alarm screamed at me to get out of my warm bed. It’s never fun getting up that early – well, not for me anyway – and it had been a particularly difficult week so all of my inner being was telling me I should be staying home with my seventeen-year-old daughter, who had been very sick but was on the mend.
Seat 2D on Jetstar
My seat in 2D from Adelaide to Coolangatta and Coolangatta to Adelaide was specifically chosen because of its aisle location and being the closest to the front without having to stow your bag in the overheard storage compartment. Little did I know that 2D was going to mean more after the Summit. I get chills just thinking about it!
Louise Hay’s book came out as quickly as I buckled the seat belt, as did my favourite erasable Pilot pen. Yes, I am guilty of writing through all my books, underlining key points and astrixes, and creating notes, arrows, and big circles throughout.
I can’t recall a time when I read a book with such focus. I was in the story. I was a sponge, soaking up the biggest spills ever. Every sentence resonated, and every sentence had a message I needed to hear. This was no accident; the universe had me read Hay’s book in preparation for what was to come.
Faced with unprecedented challenges
In the wake of the COVID-19 pandemic, the travel industry was been faced with unprecedented challenges. And I know we’ve been through tough times before; we’ve bounced back time and time again. The industry is exceptionally resilient; nevertheless, the pandemic was very different from before.
Thinking about our resilience and flexibility, I still recall the days in the early 2000’s when I worked for a retail travel brand in Adelaide, Phil Hoffmann Travel. I had left my amazing job as a sales executive for Qantas Holidays to work for Phil Hoffmann in a very exciting, career-challenging operational management role.
Soon after starting at PHT, a series of significant events unfolded. The September 11 terrorist attacks occurred in 2001, followed by the collapse of Ansett in March 2002. In October 2002, the Bali bombings took place, followed by the outbreak of SARS in November of the same year. These crises had a relentless impact on businesses in the travel, tourism, hospitality, and events sectors. It was felt deep and hit hard.
But the unprecedented global standstill created by the COVID-19 pandemic was, in my opinion, the biggest shakeup our industry has ever experienced.
Travel Agents at a crossroads
Travel agents, once the gatekeepers to the world’s adventures, found themselves at a crossroads.
Many were forced to reevaluate their careers, while others seized the opportunity to reinvent their travel businesses. Out of this turmoil, a wave of exciting travel entrepreneurs has emerged, embodying the spirit of the book I could not read fast enough on my flight over to the Goldie.
“Every thought we think is creating our future” Louise Hay explained. “The past has no power over us” I continued to read. “Whatever I choose to believe becomes true for me” and “you are the only person who thinks in your mind. You are the power and authority in your world!”
Holy heck, so you get to experience whatever you choose to think?
Time for a new process
As many of you know, Im a confident person when I feel competent, but this is different. This is not about learning systems, processes, products, or destinations; this is about speaking to ‘the mind’. It is telling me to change the pictures and words I put into it, as Marisa Peer [2:36] would say. No longer is a rainy day, a lousy day; it’s just a wet day! [Read more here] [Buy Marisa’s book]
And then, there it was
Chapter 5. What do we do now?
“I see my patterns, and I choose to make changes” Hay’s book shares.
A decision to change. Throwing up our hands in horror about the mess around us is how so many people react. This has never been my method of dealing with change but I can totally see how fellow travel industry colleagues who own their businesses or who are experts in their field may have been feeling.
For me, the message that jumped out of the page was different than the message about ‘change’ or was it?
“What are you giving out that attracts in others the need to irritate you?”
Yes, you may need to read that sentence several times. I certainly had to.
That is some serious self-reflection going on right there. And I have to share a disclaimer: I have Dutch heritage, and according to Google, typical Dutch behaviour is characterised by directness and a tendency to speak one’s mind without beating around the bush. [Read more here 16.12] BINGO! I have found the reason for my ways. But now what?
Arrive, Travel Trends Summit 2024
What a fabulous venue! The Rydges Gold Coast Airport Hotel was the perfect setting for over a hundred travel entrepreneurs gathered in one room. But were we all truly ready to embrace change?
It became clear very quickly that Louise Hay’s message of empowerment and self-love resonated deeply with many of the attendees. This group of resilient individuals refused to give up when faced with challenges. Instead, they dug deep, innovated, and discovered inspiring new paths out of ‘the mess’.
The Summit had brought together travel business owners, aspiring travel creators, industry professionals, and savvy travel agents, advisors, consultants, and specialists who were ready to learn more, embrace change, and create a strong digital influence.
I felt I was in the right place at exactly the right time.
Stephanie Myers, the founder of the Travel Trend Summit, kicked off the event with a powerful message about the importance of standing out in the digital space. As the creator of the industry program Travel Agent Runway, Stephanie’s dedication to helping travel business owners level up their online presence and create a strong digital influence became quickly apparent. The room erupted in applause and cheers for this proud single mother, who gives so much more than she receives.
The day was filled with ideas, tips, and changes in thinking, and the message of self-belief was stronger than ever.
Here’s how it unfolded
Kate Nutt, a branding photographer, invited attendees to envision the whole story of themselves. She encouraged us to see what makes us unique and how we can showcase our natural genius through visually impactful brand identities. Lot’s to unpack after her session for sure! My biggest question was, ‘What am I prepared to share with the world about me?’ And, ‘What is relevant to share and what is not’ I mean, surely nobody wants to know that I love hearing my plants sing after I feed them Dynamic Lifter, do they?
Then Odette took to the stage.
Odette Barry, founder of Odette & Co., is a headline-winning PR mentor. She shared invaluable insights on personal branding and visibility. On her LinkedIn profile, she writes, ‘Our world is in trouble. We need the ideas, innovation and experience of a diverse range of impact-makers, original thinkers and honest experts. I teach change makers how to tell their story.’ And that is exactly what she did with us in just 30 minutes!
Odette emphasised the importance of showing up authentically and sharing our stories. She encouraged us to engage with industry professionals by commenting on their social media posts, showing appreciation for articles, and positioning ourselves as experts in our field.
She highlighted the significance of staying informed about industry trends and understanding customer needs to create meaningful connections. Her advice really inspired me to step into my thirty years of travel industry and business experience, confidently navigate the digital landscape and participate wherever possible.
My note book was full of tips!
Excited to try many new things and immerse myself in trends and topics more than ever before.
A quick coffee break and Rebecca Flint, a Canva Verified Expert, took to the stage and guided us through the clever features that can help us be more productive. This was a very practical demonstration and it showed us exactly how we can achieve results quickly using the technology that is available at our finger tips.
Rebecca’s knowledge of building visually impactful brand identities helped attendees understand how they can create engaging content that builds unshakeable trust with their audience. A fast presentation that was filled with excellent examples sparking many new ideas that I could explore and implement into my business.
Okay, Mike…
It’s time for you to captivate the audience
I met Mike the night before at dinner and I was looking forward to hearing him speak. I knew there was so much more I needed to learn, and with pen and paper ready, off he went, and so did my note-taking!
Mike Rubio, Managing Partner at DMCG Gobal, is a digital branding expert who unlocks potential and inspires change. Mike shared his passion for leveraging digital platforms for professional growth. His expertise in LinkedIn and video content helped attendees learn how to stand out in a competitive digital landscape. Mike encouraged us to let go of the fear of what others might think. Instead, he urged us to post videos and connect with people authentically, just as we are. He highlighted that video evokes universal emotions that make stories resonate deeply with audiences. In the travel industry, we are lucky, there is an abundance of content, and we need to share it!
Feeling inspired
The night before, at dinner, I also met the fabulous entrepreneur Heather Porter. During dinner, we exchanged stories about our careers. I shared my experiences in the travel industry, while she recounted her time managing global events for some of the world’s top speakers, such as Tony Robbins. I was in awe when I explained that my first pay-cheque as a travel consultant in the early 1990s was spent on buying Anthony Robbins’ Personal Power II program, a cassette set. This was a significant investment for me at that time. [Buy Anthony Robbins’ Personal Power Classic Edition here]
It wasn’t until I returned to my room after dinner and Googled Heather’s name that I realised I had been in really great company. This was such a delight. Heather is also a co-author of four books, the host of her own podcast, and the owner of her website development and social media agency, Website Love. I was inspired.
On stage, Heather shared her expertise in digital marketing and social media. As a Meta Certified Lead Trainer, her insights helped attendees refine their digital output and become leaders in their niche. On the big screen, Heather shared examples of businesses that were present in the room. She graciously highlighted what they were doing really well and areas where they could improve. Her ability to clearly explain the key points of what we must do and what we should stop doing will help me improve my digital presence quickly with just a few clicks.
Lunch was a fun time!
Mermaids, champagne, and fairyfloss. No more words for that. You’ll just have to come along next year.
After lunch, Stephanie Myers and Anna Shannon took to the stage and shared their entrepreneurial stories. Insightful and real. Stories that everyone could relate to in some way. The discussion was a significant segue into the afternoon sessions.
I’ve had the pleasure of getting to know Anna over many months as we prepare to launch an exciting industry initiative very soon. But first, let me introduce Anna to you. She is one of the kindest people I know, and I’m grateful to say she has become a friend.
Anna Shannon, founder of Travel Agent Finder, shared with us her entrepreneurial journey brought about because of her desire to help fellow travel colleagues during the pandemic. Anna highlighted the need for travel agents to develop deeper connections with their clients and communities. She has an innovative approach to connecting travellers with knowledgeable and trustworthy agents, streamlining the process of planning and booking trips. She explained that her platform has gained recognition for its effectiveness in matching travellers with agents who can provide personalised service and expert advice. Her visitor statistics are nothing short of impressive and inspiring!
With hard acts to follow, we were introduced to Adrian Tassone, you know, that Cruise and Travel guy?
Jokes aside, he definitely has become a YouTube phenomenon -globally famous, all thanks to the pandemic forcing him to reinvent himself.
Adrian Tassone, known as The Cruise and Travel Guy, shared his passion for the cruising industry and creating honest reviews for the Australian cruising community. His authenticity and enthusiasm resonated with attendees, inspiring us to create our own personality-driven content.
This was a fun presentation filled with practical demonstrations and heaps of learning. This session reinforced my understanding of the importance of YouTube, maintaining brand consistency, and staying informed about client trends. Together with Adrian, Stephanie contributed to the conversation, sharing her tips and tricks for podcasting. It was a really great session, and although I may not be jumping on the YouTube or podcast train anytime soon [although I’m always up for the invitation to chat with podcast hosts], I loved learning how these platforms are really helping fellow travel industry colleagues flourish.
What was to follow was real and raw
If it couldnt get any better.
Peter Kollar, head of International Training & Development for CLIA, took the stage, and his PowerPoint slides were mesmerizing—well, at least to me. As a bit of a neuroscience enthusiast, I love all things related to the brain and its impact on behaviour and cognitive functions. This presentation spoke directly to my interests.
We gained real insight into Peter, the person. The insights gained from hearing about his professional journey mixed with his personal values and beliefs were truly heartfelt. [Thank you for the book recommendations too!] Peter shared valuable insights into how digital technology is shaping the future of travel.
Are you exhausted yet?
You would think our brains were overloaded. Not at all. This format of delivering information in an efficient, highly effective way was serving up punch after punch – in a good way.
After a quick green tea break and some delicious chocolate slice, watermelon and a macadamia biscuit. Yes I enjoyed all of the above, I was about to learn something about sales I hadnt thought too deeply about before.
Nicole O’Sullivan, founder of Birds Eye View Consulting, is a veteran in the sales and service arena, shared her dynamic experience rooted in the travel industry. Her insights helped us understand the foundations of goals, and actions that need to be taken to achieve results and identify the outcomes we want to receive to champion personal success. A practical session with thought provoking activities. To achieve greater success, I knew it was time to rewrite my goals and challenge myself even more.
Getting to know Nicole more at drinks that night, I realised a collaboration was on the horizon. But that’s a story for another day.
After a day of steep learning, it was time to get really real.
Or serious, one might say
Riz Amin, director of Foundd Legal, took to the stage to pull together everything we had learned. Yes, it’s crucial to protect our interests when implementing all of these exciting new digital strategies. Riz provided valuable legal insights for creative entrepreneurs in the travel industry. Her expertise helped attendees navigate the legal challenges of building a strong online presence. My ‘legals’ checklist is written and ready to go, thanks to Riz.
Filled with inspiration and excitement
The day ended with great questions, pin point answers, very generous prizes, hugs and high fives.
The Travel Trend Summit 2024 was a testament to the resilience and innovation of the travel industry. Attendees left the Summit inspired and empowered, ready to create a brighter future for themselves and the industry.
Drinks from five to ten that night gave us all a chance to debrief, share stories, and swap contact details.
While sitting at breakfast the next morning with Stephanie, I expressed my appreciation and gratitude as the Summit had opened up many thought-provoking topics for me. As women, we juggle responsibilities, and as Stephanie so eloquently put it, “we care about so many people and things in our lives that we often don’t stop to focus just on ourselves and our businesses“.
We discussed our mutual feelings about ‘giving back’ to the industry, and I believe the true extent of the positive impact fellow travel colleagues have experienced from this year’s Summit has not yet sunk in for her.
Time to head home
As I continue on my entrepreneurial journey, I carry the lessons of the Summit and Louise Hay’s book which I finished with gusto before we landed in Adelaide.
- I expect my life to be good and joyous, and it is
- Power is in positive thinking
- Believe in yourself as you are
- Make room for new
- Relationships are mirrors of ourselves
- Life goes in cycles
- Be loving and you will be loved
- My new world is a reflection of my new thinking
Thanks to the Travel Trend Summit 2024 and Louise Hay’s book for my new mantra; ‘I enjoy practising my new mental skills and I know I am in the right place, at the right time, doing the right things”
What about seat 2D?
So why did seat 2D become so significant for me? Upon our decent into Adelaide as I finished the book and closed my eyes, a quiet voice told me, ‘to desire’, ‘to desire’, ‘to desire’ OMG, then I realised I was sitting in 2D! I had chosen 2D, sat in 2D on the way to the Summit, and am now sitting in 2D heading home!
I started my business because of a strong desire ‘wanting to help’ fellow travel industry colleagues thrive again post pandemic and although Ive been working hard to make ‘things happen’ I now know the journey I am on is exactly where I need to be and the universe absolutely ‘has my back’.
P.S [Back to the audio book ‘Lucky Bitch‘ where all this began], Hey Denise, I’m so looking forward to that handshake when we finally meet in person at the next VIP event. Denise knows what I’m talking about and so will you when you read her awesome book.
Enjoy and I’ll see you at TTS 2025 – Friday 23 May.
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Author: Sonja Leicester, The Travel Trainer, 5 May 2024
