Tour operators play a crucial role in the travel industry by bundling flights, accommodations, transfers, and experiences into seamless vacation packages, saving both time and money for travelers and advisors alike. For travel advisors, understanding how to effectively use tour operators is essential to delivering exceptional client experiences and driving business growth.
You should also be sure to understand the difference between tour operators and destination management companies (DMCs). Tour operators and DMCs both play important roles in the travel industry, but they serve different purposes and audiences.
Tour operators design, package, and sell travel experiences to consumers. They often bundle transportation, accommodation, activities, and sometimes meals into pre-arranged itineraries. They operate on a national or international level, often offering travel products in multiple destinations. These also include wholesalers who contract for space at hotels (often at below market rates), package them with flights, then work with travel agencies to offer these rates to clients.
DMCs are local experts that provide on-the-ground support, logistics, experiences, and itineraries within a specific destination. They work with travel agents, tour operators, and clients to deliver custom experiences using their local knowledge and connections. DMCs tend to be local or regional, specializing in one destination or country.
At our agency, we work with many tour operators and DMCs. You can explore our full list of preferred DMCs in the Signature Travel Network library, or reach out to us directly for recommendations.
We also frequently use wholesalers, and it is worth spending time to get to know and understand them better. The two most commonly used wholesalers are Apple Leisure Group Vacations (ALGV) and Classic Vacations.
VAX Vacation Access is a powerful booking platform designed for travel professionals, for use with ALGV bookings. VAX allows agents to compare offers, customize itineraries, access sales tools, and manage bookings — all in one place.
By mastering tour operator relationships and tools like VAX, you will be better equipped to craft personalized vacations that exceed expectations and build client loyalty. Read on for additional detail and trainings on how to use each of these systems and suppliers.
You should also be sure to understand the difference between tour operators and destination management companies (DMCs). Tour operators and DMCs both play important roles in the travel industry, but they serve different purposes and audiences.
Tour operators design, package, and sell travel experiences to consumers. They often bundle transportation, accommodation, activities, and sometimes meals into pre-arranged itineraries. They operate on a national or international level, often offering travel products in multiple destinations. These also include wholesalers who contract for space at hotels (often at below market rates), package them with flights, then work with travel agencies to offer these rates to clients.
DMCs are local experts that provide on-the-ground support, logistics, experiences, and itineraries within a specific destination. They work with travel agents, tour operators, and clients to deliver custom experiences using their local knowledge and connections. DMCs tend to be local or regional, specializing in one destination or country.
At our agency, we work with many tour operators and DMCs. You can explore our full list of preferred DMCs in the Signature Travel Network library, or reach out to us directly for recommendations.
We also frequently use wholesalers, and it is worth spending time to get to know and understand them better. The two most commonly used wholesalers are Apple Leisure Group Vacations (ALGV) and Classic Vacations.
- ALGV offers a wide range of brands under its umbrella — including Funjet Vacations, Travel Impressions, Apple Vacations, and more — providing competitive pricing, flexible booking options, and exclusive perks, especially in Mexico and the Caribbean
- Classic Vacations specializes in luxury and upscale travel, with curated packages and high-touch service that is ideal for discerning clients looking for top-tier accommodations and experiences
VAX Vacation Access is a powerful booking platform designed for travel professionals, for use with ALGV bookings. VAX allows agents to compare offers, customize itineraries, access sales tools, and manage bookings — all in one place.
By mastering tour operator relationships and tools like VAX, you will be better equipped to craft personalized vacations that exceed expectations and build client loyalty. Read on for additional detail and trainings on how to use each of these systems and suppliers.
Tour Operators
VAX Vacation Access
VAX Vacation Access is a part of Apple Leisure Group Vacations (ALGV, more on them shortly).
What is VAX Vacation Access?
VAX is not a tour operator. ALGV is the tour operator and VAX is the tool used to book with this supplier.
VAX Vacation Access is a comprehensive booking and marketing tool designed exclusively for travel advisors. It connects you to multiple suppliers (tour operators, airlines, and hotel chains), allowing you to access travel products and packages in one place.
What are VAX key features and functionalities?
Why use VAX?
Tips to make the most of VAX
What is VAX Vacation Access?
VAX is not a tour operator. ALGV is the tour operator and VAX is the tool used to book with this supplier.
VAX Vacation Access is a comprehensive booking and marketing tool designed exclusively for travel advisors. It connects you to multiple suppliers (tour operators, airlines, and hotel chains), allowing you to access travel products and packages in one place.
What are VAX key features and functionalities?
- Booking platform: Book vacation packages, flights, accommodations, and car rentals. Many suppliers are featured, including Apple Leisure Group brands. Our preferred supplier is Travel Impressions; you should default to choosing Travel Impressions except in special circumstances (more on that to come)
- Supplier integration: VAX acts as a central hub, giving you access to multiple travel suppliers without having to log in to their individual systems
- Advisor-friendly research tools: Advisors can customize trip itineraries for clients, including side-by-side comparisons for pricing and package details
- Training resources: VAX provides high-quality training webinars, supplier updates, and destination / property guides
- Commission management: Bookings through VAX often include built-in commissions and options to customize your commission on each trip, simplifying tracking and earning
- Continuing education: VAX offers free online courses, supplier certifications, and industry updates to help you grow as an advisor
Why use VAX?
- Convenience: One-stop access to a wide range of travel suppliers
- Customization: Easily create tailored vacation packages for clients
- Profitability: Built-in commissions and exclusive agent promotions and rewards. The WAVES program....
- Support: Dedicated supplier reps and advisor-focused tools to help you close sales
How to get started:
- Log into VAX.
- Complete the ALGV Pro Certification. This is a required training to be able to earn rewards or be invited to any ALGV events.
- Explore other training opportunities in VAX. There are many on-demand trainings available to help you better get to know the platform.
- Use VAX resources as needed. Use on-demand webinars to get to know VAX features, destinations, properties, and suppliers.
- Start booking. Input your client’s travel preferences (destination, dates) to search and build packages. Review commission details and payment options before finalizing.
Tips to make the most of VAX
- Bookmark tools you will use often, like the vacation package search engine and the marketing toolkit
- Check the “offers” tab to find special deals and promotions
- Use filters to quickly find packages matching your clients' preferences
- Contact supplier reps if you need help understanding a supplier’s offerings
Click here to complete your ALGV Pro Certification
Travel Impressions
VAX has several tour operators available to use within the booking engine. In almost all cases, you should be selecting and using Travel Impressions.
Why Travel Impressions?
Agencies have sales goals they have to meet to keep the current commission levels they have set with suppliers for the upcoming year. At Travel with Awestruck, our sales goals are tied to Travel Impressions bookings. If we fall below our sales targets for the year, then our commission percentage with Travel Impressions will decrease in the following year. If we want to keep our commission percentage at the highest level, it is very important that all bookings in VAX go through Travel Impressions, except in some circumstances. Travel Impressions offers everything that Apple Vacations offers, and gives us the ability to remove the shared airport transfers and add private transfers to our bookings (not offered in Apple Vacations). Pro tip: if there are more than two people traveling, private transfers will always be less expensive than shared transfers.
That said: you should always put your clients' best interests first. There will be times when it will be necessary, and better for our clients, to use Southwest Vacations or United Vacations. When looking at an itinerary for a client, it is best to always go to Travel Impressions first to do your research. If a United flight is the first flight listed in the queue, there is a good chance the package will be less expensive if you book through United Vacations. If a Southwest Airlines flight is the first flight listed in the queue, again, it may be less expensive for your clients to book through Southwest Vacations. The same applies to Delta flights and Delta Vacations (though Delta Vacations are not booked through VAX).
Outside of these circumstances, it is important to use our preferred supplier, Travel Impressions, as often as possible to protect your commission tiers. If you have any questions, please reach out to our team directly.
Why Travel Impressions?
Agencies have sales goals they have to meet to keep the current commission levels they have set with suppliers for the upcoming year. At Travel with Awestruck, our sales goals are tied to Travel Impressions bookings. If we fall below our sales targets for the year, then our commission percentage with Travel Impressions will decrease in the following year. If we want to keep our commission percentage at the highest level, it is very important that all bookings in VAX go through Travel Impressions, except in some circumstances. Travel Impressions offers everything that Apple Vacations offers, and gives us the ability to remove the shared airport transfers and add private transfers to our bookings (not offered in Apple Vacations). Pro tip: if there are more than two people traveling, private transfers will always be less expensive than shared transfers.
That said: you should always put your clients' best interests first. There will be times when it will be necessary, and better for our clients, to use Southwest Vacations or United Vacations. When looking at an itinerary for a client, it is best to always go to Travel Impressions first to do your research. If a United flight is the first flight listed in the queue, there is a good chance the package will be less expensive if you book through United Vacations. If a Southwest Airlines flight is the first flight listed in the queue, again, it may be less expensive for your clients to book through Southwest Vacations. The same applies to Delta flights and Delta Vacations (though Delta Vacations are not booked through VAX).
Outside of these circumstances, it is important to use our preferred supplier, Travel Impressions, as often as possible to protect your commission tiers. If you have any questions, please reach out to our team directly.
ALGV Groups
There are two ways to book groups through ALGV: Contracted groups and GroupEase.
Contracted groups
Contracted groups should be used for all formal group bookings with more than 10 rooms attached. Think weddings and corporate trips. Because of our Diamond Elite status with ALGV and the amount of groups business that we conduct, we work with the Preferred Service Team at ALGV for our group contracts.
You can contact the team at preferredgroups@applelg.net. The email and phone number are both included the dashboards for groups in VAX. The best way to reach the Preferred Groups team is by using the Group Service Request form, which is also linked in the dashboards. Requests that come through the form eliminate all potential back and forth and have the quickest turnaround time.
Our key contacts at Preferred Groups include:
GroupEase
GroupEase is available through ALGV and should be used for smaller group trips involving family and friends that require at least 5 rooms. Think family reunions, friends getaways, intimate weddings or elopements, and other small FIT groups. GroupEase allows your clients to receive some benefits of group travel, without needing to commit to a contract. These include exclusive hotel discounts for each individual booking, allowing your clients to unlock savings and benefits.
For more information on the GroupEase program, visit the Travel Impressions page on VAX at this link.
Contracted groups
Contracted groups should be used for all formal group bookings with more than 10 rooms attached. Think weddings and corporate trips. Because of our Diamond Elite status with ALGV and the amount of groups business that we conduct, we work with the Preferred Service Team at ALGV for our group contracts.
You can contact the team at preferredgroups@applelg.net. The email and phone number are both included the dashboards for groups in VAX. The best way to reach the Preferred Groups team is by using the Group Service Request form, which is also linked in the dashboards. Requests that come through the form eliminate all potential back and forth and have the quickest turnaround time.
Our key contacts at Preferred Groups include:
- Susan Shannon (susan.shannon@algvacations.com) - Initial contact to contract a group. Once contracted, we move to Preferred Groups for service.
- Nikki Carone (nikki.carone@algvacations.com) - Team Lead for Preferred Groups
- Suzanne Schevitz (suzanne.schevitz@algvacations.com) - TWA dedicated Premium specialist
GroupEase
GroupEase is available through ALGV and should be used for smaller group trips involving family and friends that require at least 5 rooms. Think family reunions, friends getaways, intimate weddings or elopements, and other small FIT groups. GroupEase allows your clients to receive some benefits of group travel, without needing to commit to a contract. These include exclusive hotel discounts for each individual booking, allowing your clients to unlock savings and benefits.
For more information on the GroupEase program, visit the Travel Impressions page on VAX at this link.
Classic Vacations
Classic Vacations is one of our other preferred tour operators.
What is Classic Vacations?
Classic Vacations is a premier platform offering upscale travel experiences, from luxury hotels and villas to private tours, transfers, and flights. It is known for personalized service, exclusive perks for clients, and competitive commissions for travel advisors. Classic Vacations should be your first stop when booking FIT journeys, especially outside of Mexico and the Caribbean.
What are Classic Vacations key features and functionalities?
What is Classic Vacations?
Classic Vacations is a premier platform offering upscale travel experiences, from luxury hotels and villas to private tours, transfers, and flights. It is known for personalized service, exclusive perks for clients, and competitive commissions for travel advisors. Classic Vacations should be your first stop when booking FIT journeys, especially outside of Mexico and the Caribbean.
What are Classic Vacations key features and functionalities?
- Luxury focus: Classic Vacations specializes in high-end properties, including boutique hotels, private villas, and five-star resorts. Their offering is perfect for affluent clients seeking exclusive experiences
- Customizable bookings: Advisors can create personalized itineraries that include accommodations, flights, transfers, and activities
- Agent support: Classic Vacations offers dedicated travel advisor support team for assistance with bookings or client needs, with easy access to concierge services for special requests
- Exclusive benefits: Your clients can receive perks like room upgrades, spa credits, and breakfast inclusions at select properties
- Commission and incentives: Competitive commission rates and bonus opportunities for agents
How do you use Classic Vacations as a Travel Advisor?
Classic is not as user-friendly of a booking engine as VAX. It is much easier to reach out to Kathy Phillips when you have searched and narrowed down your options in the Classic booking engine. Just as we tell our clients, the internet is for looking, Kathy is for booking. You can reach out to her when you are ready to make a reservation at kphillips@classicvacations.com.
Important note: Understanding Preferred Suppliers vs Affiliates on Classic Vacations
Classic Vacations is partnered with Expedia for some properties and bookings. This is critical to keep in mind because it can influence how you (and your clients) experience their service offering.Complete the Classic Vacations training to learn how to best utilize the portal and offering. Classic Vacations also offers webinars and training to familiarize you with their platform and Preferred Suppliers
Tips to make the most of Classic Vacations
- Take the time to learn the platform. Explore the property database, focusing on the Preferred Suppliers section for added client perks. Use filters to match properties with your clients’ preferences
- Customize client experiences. Combine accommodations with private transfers, flights, and tours. Add unique touches like luxury concierge services or private excursions
- Focus on Preferred Suppliers. Emphasize Preferred Suppliers whenever possible to maximize client satisfaction, reduce the risk of your clients being walked at check-in, and increase your earnings
- Promote Classic Vacations perks. Highlight room upgrades, daily breakfast, and other exclusive benefits when presenting quotes to clients
Classic Preferred Suppliers
These are hotels, resorts, and services that have a direct, long-term partnership with Classic Vacations.
Some advantages of Classic Preferred:
These are hotels, resorts, and services that have a direct, long-term partnership with Classic Vacations.
Some advantages of Classic Preferred:
- Exclusive benefits: Clients often receive added amenities like room upgrades, complimentary breakfast, and resort credits
- Priority inventory: Higher availability and access to premium rooms, even during high-demand periods
- Higher commission rates: Often offer better commissions and incentives for travel agents
- Ease of booking: Seamless integration into the Classic Vacations platform, ensuring smooth transactions and immediate confirmations
- Examples: Luxury chains like Four Seasons and Ritz-Carlton are often listed as preferred suppliers
Classic Affiliates
These are hotels, resorts, and other service providers that are part of Classic Vacations’ network but do not have the same level of partnership as Preferred Suppliers. These are Expedia bookings, and clients’ should be made aware of the potential ramifications.
If you book a Classic Affiliate, your clients are treated as though they booked on Expedia directly, and your commission changes.
When your clients check in at the hotel the front desk attendant only sees an Expedia booking. Please note that if the hotel is oversold, Expedia bookings will be the first to be denied check-in.
Some Travel with Awestruck advisors have chosen to only book “Classic Preferred Hotels” and do not book affiliates.
You may consider an affiliate if you need:
These are hotels, resorts, and other service providers that are part of Classic Vacations’ network but do not have the same level of partnership as Preferred Suppliers. These are Expedia bookings, and clients’ should be made aware of the potential ramifications.
If you book a Classic Affiliate, your clients are treated as though they booked on Expedia directly, and your commission changes.
When your clients check in at the hotel the front desk attendant only sees an Expedia booking. Please note that if the hotel is oversold, Expedia bookings will be the first to be denied check-in.
Some Travel with Awestruck advisors have chosen to only book “Classic Preferred Hotels” and do not book affiliates.
You may consider an affiliate if you need:
- Broader options: Affiliates offer more diverse options at different destinations and price ranges
- Lower pricing: Many affiliates offer properties at lower price points for budget-conscious clients
Click here to complete your Classic Vacations training
At Travel with Awestruck, we work with a wide range of preferred suppliers and DMCs beyond wholesalers that you will get to know in subsequent modules of this course and in your time doing business with our team. If you have any questions regarding more specialized suppliers, please do not hesitate to reach out.
