Blog

At our 2024 conference in Cairns, I had the honour of being one of five travel managers invited to speak. The theme of the conference was “Working Smarter,” and each of us was asked to choose a sub-theme. For me, the choice was easy: “Creating Advocates.” This concept isn’t just a guiding principle of my work—it’s something I believe lies at the heart of any successful business, especially in the travel industry.

So what does it mean to create advocates? It’s about much more than just providing good customer service—although that’s certainly part of it. Creating advocates means forming deep, meaningful relationships that go beyond the transactional. It’s about building connections with clients, colleagues, and partners who don’t just use your services—they champion them. These are the people who return to you again and again for their travel needs, who refer you to their friends and family, and who help spread the word about the value you bring in ways that no marketing campaign ever could.

Over the past nine years, I’ve been fortunate to build incredible relationships with many of my clients. I’m deeply grateful for their loyalty, support, and referrals. Yet my work goes beyond just serving my clients; it extends into building relationships within the broader community. In my conference presentation, I highlighted some of the key collaborations I’ve established within the Northern Territory, such as my involvement with local organisations like Tourism Top End, NT Chamber of Commerce, and Skål International Darwin. I touched on my volunteer efforts and how connecting with the community has enhanced my professional life. I’ve also focuses a lot of my energy on creating NT experiences with businesses like Travel Gateway, Darwin Distilling Co and Timor-Leste.

A significant part of my focus was on the importance of collaboration—not just with clients but with other businesses and even competitors. One of the most impactful partnerships I’ve formed has been with Helloworld Darwin City. Together, we’ve co-hosted the annual Darwin Travel Festival, an event that has grown exponentially in recent years and will celebrate its third year in 2025. This collaboration has been a game-changer for both of our businesses and for the Northern Territory’s travel community at large.

The idea for the Darwin Travel Festival actually began back in 2020, when I teamed up with four other travel managers in the Northern Territory to create something special for our community. The event was a huge success, drawing in excited travellers and helping to enhance the local travel scene. Unfortunately, the world shut down just 13 days after that first event due to covid. But the seed was planted, and I knew that, when the time was right, I wanted to bring the festival back.

In 2023, I found myself as the last remaining travel manager in the NT. Despite that, I was determined to give Territorians something to look forward to as international travel reopened. That’s when my partnership with Rachel, the owner of Helloworld, really took off. Rachel and I had worked together on various projects before, and when she approached me about joining forces for the festival, I knew it was a great opportunity. Together, we’ve been able to put on a festival that benefits not only our own businesses but also other agents throughout the Northern Territory—and, most importantly, the Territorians who attend.

It’s partnerships like these that remind me why creating advocates is so important. It’s about fostering relationships that are more than just beneficial—they’re meaningful. Advocates aren’t just clients who use your services; they’re people who believe in what you do, who see the value in your work, and who are eager to help spread the word. Whether it’s a client who refers you to a friend or a business partner who collaborates with you on a major project, advocates are the key to long-term success.

What’s more, creating advocates is a two-way street. It’s about building relationships where everyone benefits, where the work you do is appreciated and respected. I’ve seen firsthand how advocates can help propel a business forward, but I’ve also experienced how rewarding those relationships can be on a personal level. When someone believes in you and your work, it reinforces why you do what you do—and it makes the effort feel worthwhile.

Ultimately, “working smarter” is about more than just improving efficiency or finding the latest strategy to boost your bottom line. For me, it’s about focusing on people—on creating lasting, mutually beneficial relationships with those around me. That’s the real essence of working smarter in the travel industry. Advocates are the ones who carry your business forward, not because you asked them to, but because they believe in you and what you offer.

Looking ahead, I’m excited to continue creating advocates, whether through collaborations like the Darwin Travel Festival, partnerships with other businesses, or simply by providing excellent service to my clients. The travel industry is built on relationships, and when you put people at the centre of everything you do, success naturally follows. And that, to me, is the smartest work of all.