As the travel industry continues to evolve, host agency Dugan's Travels is making strategic investments in its support infrastructure to better serve its community of independent travel advisors. The agency is strengthening its internal team, refining educational programs, evaluating technology, and deepening supplier relationships, all with the goal of providing more meaningful support to advisors at every stage of their business.
Owner Jennifer Dugan emphasized that the agency's focus is on becoming better, not just bigger. "We've never wanted growth just for the sake of being bigger," she said. "We want to be better. That means continually looking at what our advisors need, what our team does well, and where we can make improvements that provide meaningful support."
A key area of focus is the support team working behind the scenes. The agency is reassessing how responsibilities are divided among team members Christina, Shari, Tracy, Joleen, Cecily, Barb, and Jennifer, ensuring that each person's strengths are utilized effectively. This includes refining roles in advisor education, new-agent support, supplier relationships, events, Five Star advisor development, webinars, peer-to-peer learning, and everyday advisor support. Dugan noted, "We have talented people with very different strengths. Part of my responsibility as a leader is recognizing those strengths and figuring out where each person can make the biggest difference."
Education remains a cornerstone of the Dugan's Travels experience, but the agency is moving beyond simply offering more training. The focus is on creating actionable opportunities for advisors. The webinar program is being strengthened, and programs are being developed for advisors at different stages of their businesses. The Five Star community continues to provide advanced learning for established advisors, while newer advisors receive support to build strong foundations. Peer-to-peer learning is also expanding through the Hear From Our Peers series, where advisors share real experiences and strategies. Upcoming sessions will feature an advisor discussing how her passion for Scotland became a specialty, illustrating how personal interests can translate into business success.
Dugan's University (DU) remains a vital part of the community, bringing together advisors, team members, and supplier partners for education and networking. The agency is planning future DU events with a focus on enhancing the experience, from new-agent activities to advisor gatherings and supplier involvement. The goal is to make DU an experience that strengthens relationships and provides practical ideas advisors can implement.
Technology is being evaluated with purpose. The agency is reviewing CRM options, considering functionality, usability, cost, and the practical needs of independent advisors. Rather than adopting new tools for the sake of novelty, Dugan's Travels is testing and assessing whether systems genuinely improve the advisor experience. "We want technology to solve problems, not create new ones," Dugan said.
Supplier relationships continue to be a priority. Through its Inner Circle program, the agency develops deeper partnerships with suppliers that actively engage with the advisor community, creating opportunities for education, marketing, events, and business development. Planning for the next year of Inner Circle partnerships is underway, with an emphasis on providing meaningful value to advisors.
The guiding principle behind these changes is that improvement does not always mean adding something new. Sometimes it means refining existing processes, clarifying responsibilities, or eliminating unnecessary steps. "We already do a lot," Dugan explained. "Our next chapter isn't about seeing how many more things we can add. It's about looking at everything we're doing and asking: Is this useful? Is it working? Is the right person handling it? And does it ultimately help our advisors?"
Founded in 1997, Dugan's Travels has long been dedicated to helping independent travel advisors build successful, sustainable businesses. The agency's philosophy has always centered on people, relationships, education, and support—principles that remain unchanged even as tools and technology evolve. As it moves into its next chapter, Dugan's Travels is committed to continuous improvement, listening to advisors, and making adjustments that better serve its community. More information can be found at Dugan's Travels.
