The Affluent Traveler Collection (ATC) has announced the creation of an enhanced hotel amenity program, significant year over year growth and a new leadership role as it prepares for a highly-anticipated return of luxury leisure travel in 2021.
ATC’s new leadership role for 2021 comes with the appointment of travel industry veteran Tim Morgan to the newly created position of Vice President, effective immediately.
Tim brings more than 15 years of travel industry experience to his new role at ATC including 13 years at Travel Professionals International (TPI), where he rose to the role of Vice President.
He served five years as globally elected chair of luxury travel network Virtuoso’s technology committee and most recently, spent two years in senior roles at the network, overseeing Canada and EMEA (Europe, Middle East, Africa) regions and various luxury travel agency and supplier growth strategy projects worldwide.
He has been named to “Travel’s Top 40 Under 40” by Canadian Traveller Magazine in 2018 and the Top 6 “Must Follow” travel industry influencers by Canadian Traveller Magazine in 2017.
Luxury travel will bounce back
“All of us are excited to get the industry back on its feet and I’m thrilled to be able to do that with another incredibly-influential business and bring my Canadian perspective to it,” Morgan told PAX in an interview over Zoom on Tuesday (Jan. 26).
He said the luxury market is set for a major rebound as many affluent travellers haven’t been able to spend their money in ways they normally would during the pandemic.
“The pandemic is a great reminder that 'you never know what’s around the corner,'” he said. “And if there’s anything you’ve been wanting to do, maybe you shouldn’t wait as long.”
Morgan said there’s a “desire to live life to the fullest” in today's luxury market.
“Luxury travel will be one of the first categories to come back and fully take advantage of that,” he said.
ATC Chief Marketing Officer Nicole Mazza noted that, despite last year’s downturn, “luxury leisure travel has demonstrated consistent growth over the last five years, and we are confident that the segment will lead leisure travel’s return.”
Mazza cites impressive year over year growth not only in sales but in the numbers of advisors and suppliers seeking ATC membership.
“We are dedicated to the advisors and suppliers who have trusted our brand to grow theirs and begin with 19% more suppliers this year than last, as well as the addition of over $80 million in new agency revenue,” Mazza said in a statement.
New brands & partners
For 2021, ATC announces new hotels and brand partners including Ritz Carlton Hotels & Resorts; St Regis; The Luxury Collection; Omni Hotels & Resorts; InterContinental Hotels and Resorts; Kimpton Hotels; Anantara Hotels, Resorts & Spas; Wynn Las Vegas and Encore; Preferred Hotels & Resorts; and Red Carnation Hotels.
In addition, ATC begins the new year with a new and enhanced Affluent Traveler Collection Hotel Amenity Program which now, in addition to daily breakfast for two, category upgrade and late check-in/check-out based on availability and complimentary Wi-Fi, the new program includes personalized welcome note from the GM, welcome amenity and exclusive ATC gift.
“This is a new year, and we are excited and prepared to meet its potential. With Tim Morgan on the team and an enhanced toolbox that luxury travel advisors can depend upon, The Affluent Traveler Collection is best set to help our partners attract and retains luxury travelers longing to get back to the pleasures only travel can bring,” said Mazza.
For more information about The Affluent Traveler Collection or to become an ATC travel advisor, click here.
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