Luxury Travel Advisor’s Awards Season

JOHN MCMAHAN Executive Vice President/Group PublisherAs I write this column, the Oscar nominees have just been announced and, of course, the debate starts with who is on the list and who is off it. Awards attempt to be the general consensus of an audience, and awards bestow the ultimate marketing tool on a company or person that is being judged, which is bragging rights over the competitors.

Many conversations are logged with talks about who was overlooked and winners that were robbed. I compare awards to running for a political office. You just can’t be the best, you need money to influence votes and in many cases have to pay up just to be considered. Ultimately, if you win an award or make a list you shouldn’t worry about the chatter; you need to market that distinction, as it will ultimately bring you business.

Pictured: JOHN MCMAHAN Executive Vice President/Group Publisher

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Luxury Travel Advisor just announced its nominations for the 2015 Awards of Excellence. I often get the question — how are the nominees picked? For us, it is easy; nominees don’t pay to play to be considered, the advisors that have graced the cover of our magazine do the nominating, making it a true readers’ choice awards. Then it is off to the vote from our readers. I can tell you that the winners of any of these awards are a reflection of the readership base, and that is important. If you don’t agree with Best Luxury River Cruise Company or Best Luxury Hotel Worldwide, just know that it’s a reflection of the brand that grants the honor. So if you think you were overlooked, then that audience is not aligned with your brand. I encourage all the luxury travel advisors reading this to go to and vote. To me, you are all winners and may your 2016 be a successful one.

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