TravelOnly marks 50 years with annual conference in Las Vegas
This year, TravelOnly’s annual conference was extra special as advisors, suppliers, and executives gathered in Las Vegas to celebrate 50 years since Pat and Ann Luciani founded Luciani World Travel, now known as TravelOnly.
“It’s time to ‘smell the roses and celebrate,’” said CEO Greg Luciani, reflecting on the company’s five decades in operation. There is certainly much to celebrate: in 2023, TravelOnly advisors earned just over $10 million in commissions. “We’ve made more profit every year since we started, excluding the COVID years,” said CFO Ann Luciani.
Set against the backdrop of this golden anniversary, TravelOnly advisors had the opportunity to connect with numerous suppliers, learn about new products, provide feedback, and strengthen relationships—something only possible in person.
“Ninety per cent of our business is generated by travel advisors; we’ve built our company together with them,” said Kristin Karst, co-owner of platinum sponsor AmaWaterways. As the owner of AmaWaterways, she emphasized the importance of personally attending to show support for the TravelOnly advisors and the Canadian market as a whole.
Family values
“They [TravelOnly] are an extraordinary company. The family values—you can really feel it. It’s how they do their business, and it shows,” said Diana Winters of platinum sponsor Exoticca.
This sense of family permeated conversations with both advisors and suppliers. In 1999, against the conventional wisdom of the time, TravelOnly embraced the home-based model. It would take 25 years—and a global pandemic—for the rest of the industry to follow suit.
Advisor peer-to-peer mentoring and sharing have also been cornerstones of TravelOnly’s success. Greg Luciani proudly points to this as part of the company’s “secret sauce.” In an unscripted moment at the conference, TravelOnly advisor Kelly Carlton shared how she had booked her first wedding group for 2025 with fellow advisor Manon Hewitt. Manon, whose expertise is in weddings, eagerly offered Kelly her contact information to help with any future questions. Kelly, in turn, said she frequently relies on another colleague for cruise-related inquiries.
New tools and old tricks
“COVID taught us two things,” says Luciani. “The need for travellers to book with a knowledgeable advisor and the consumer’s growing willingness to pay for unique travel experiences.”
He reflected on how governments worldwide could literally shut down global travel during the pandemic. Consumers were, in many cases, stuck in their own countries—or even their homes. This jarring reality left travellers valuing the experiences they get from travel more deeply, driving record business across the industry.
Artificial intelligence (AI) took centrestage at the conference, as advisors learned about the latest technological advancements. Luciani was quick to clarify that AI won’t replace travel advisors, but rather help them work faster, smarter, and more efficiently. “Technology and innovation are key,” he emphasized.
On day two of the conference, advisors got an in-depth look at TravelOnly’s AI assistant. Integrated into the TravelOnly Agent portal, this tool allows advisors to quickly generate personalized travel itineraries, targeted social media posts, and real-time travel trends. One of the tool’s most popular features is the personalized packing list, which advisors can generate based on the type of trip their clients are taking. All of this is presented in an aesthetically pleasing format, ready to be shared with clients.
Adopting AI tools is not just convenient—it’s absolutely essential. “The ability to provide clients with accurate information quickly is critical,” says Luciani. Thanks to TravelOnly’s robust backend support, frontline advisors are finding it easier to incorporate AI into their workflows. “We’re all still discovering how AI will transform the world we live in, and we’re embracing it fully,” Luciani concludes.
The Gala and farewell
The 50th anniversary celebration concluded with a grand Gala, where over 140 suppliers and advisors gathered to reflect on the past five decades. Ann Luciani delivered a heartfelt tribute to the late Patrick Luciani, the industry stalwart and founder of TravelOnly.
Awards and prizes were handed out during the evening. Jon Massimi of Bloom Travel won an all-expenses-paid trip for two onboard AMA Waterways. Manulife and Exoticca awarded six advisors with gift cards, while Trish Carpenter won two WestJet tickets to any destination in North America. Joanne received a $500 Sunwing gift card, and Angela Jeffries won two tickets to the Caribbean or Mexico, courtesy of Air Transat, to name a few.
TravelOnly also recognized the longevity of its attending members, with advisors celebrating milestones ranging from four months to 25 years. Each advisor was invited on stage to receive a gift from Ann and Greg Luciani.
In a special announcement, Greg Luciani revealed that the 2025 Symposium at sea will take place on Holland America in Alaska, departing on May 17.
Reflecting on her career, Diane Winters of Exocticca said, “My career was started with the help of Patrick Luciani. He began this long relay race 50 years ago and passed the baton to Greg, who is successfully leading this organization into the future.”
Attendees left the conference more informed, with strengthened connections and a renewed sense of camaraderie among peers—true testament to Patrick Luciani’s vision of creating a family-like workplace culture.
