With more than 40 years in the industry, the President and CEO of Travel Concepts, Inc., Denise Canon, has come to realize the importance of celebrating, and how vacations and celebrations go hand in hand.
Her love of travel began in her teens when she traveled on student passes to Colorado and Southern California. She entered the travel industry as a flight attendant, and from there went on to work for a meeting planning company, several retail travel agencies and as an independent contractor before founding Travel Concepts in 1996.
“Over my 40 years in the industry, I’ve always been driven by a deep passion for helping others explore the world, and that passion continues to fuel me today,” Canon said. “As the President and CEO of Travel Concepts, Inc., I’ve enjoyed watching the industry evolve and am proud of the unforgettable experiences we’ve helped create for our clients.”
Celebrating Milestones
To Canon, travel is more than just a vacation. She’s realized travel is about “celebrating life’s milestones, achievements and special moments.” From birthdays and anniversaries to promotions and other successes, traveling can allow people to celebrate in unique ways. Capturing that combination of celebration and vacation was a notion she enjoyed so much that she created a special word for it.
“I wanted to encapsulate that blend of celebration and vacation, and thus the term ‘Celebra-cation’ was born,” Canon said. “It’s about elevating a trip to something much more personal and meaningful — an opportunity to honor life’s milestones in a truly unforgettable way. I loved the concept so much, I trademarked the word!”
It’s important to ensure clients have amazing experiences, but at times, travel advisors are so busy taking extra special care of their clients that they forget to spend time celebrating their own achievements and milestones. Canon points out the importance of taking time to recognize these things.
“It’s important for travel advisors to celebrate themselves throughout their careers because our work can be incredibly demanding, yet profoundly impactful,” Canon said. “Celebrating those small and big victories keeps us motivated and reminds us why we fell in love with the industry in the first place.”
Pivot & Prosper
It’s not uncommon for a travel advisor to see a gap in the industry and fill it, and Canon did just this with her annual Pivot & Prosper Retreat. Reflecting on her own experiences and challenges and recognizing “many advisors lacked the knowledge or business tools to operate a truly profitable business,” she created a retreat to help advisors discover the knowledge and tools they need to reach their business goals.
“The retreat was designed to address these gaps and help advisors reconnect with their passion for the industry, focus on personal and professional growth and learn how to pivot in new directions when needed,” Canon said. “It’s a space for reflection, strategy and community where we can share knowledge, uplift one another and find ways to adapt and thrive in this ever-changing landscape.”
Canon’s Pivot & Prosper Retreat and overall mentorship have been key elements in the success of several travel advisors’ businesses in the industry. Over the years, she’s offered herself as a mentor to advisors both starting out in their careers and making a big change.
“My advice to new travel advisors is simple: stay curious, stay passionate, and never stop learning,” she said. “The travel industry is dynamic, and there’s always something new to discover, whether it’s a destination, a client need, or an innovative way to serve your clients better. Build strong relationships, listen closely to what your clients truly want, and focus on creating experiences that go beyond their expectations. And most importantly, remember that every trip you plan is a chance to change someone’s life.”
Originally appeared in the Winter 2024 issue of The Compass magazine
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