Advisor Appreciation Trips: Rewarding excellence, inspiring growth, celebrating community
Advisor Appreciation Trips: Rewarding excellence, inspiring growth, celebrating community
The Origin, Purpose, and Future of the Advisor Appreciation Trip
The Advisor Appreciation Trip (AAT) program was launched in 2024 with a clear purpose: to recognize, reward, and strengthen relationships with the advisors who make Europe Express a central part of their business. We wanted to move beyond simply saying “thank you” and instead create a tradition that inspires and celebrates advisors in ways that extend far beyond the office or the tradeshow floor.
From its very beginning, the trip was envisioned as more than an incentive. It was built to be an annual tradition—a chance to build community, provide advisors with immersive experiences, and deepen partnerships that help us grow together.
The Purpose of Advisor Appreciation Trips
Each AAT is built around five core pillars—REIGN:
- Reward—Honoring the advisors who consistently trust Europe Express with their valued clients.
- Educate—Providing firsthand knowledge of Europe Express products, preferred hotels, tours, and cultural experiences, equipping advisors to sell with confidence and authenticity.
- Inspire—Immersing advisors in destinations that spark creativity and a deeper love of travel, so they return home energized to share that excitement.
- Grow—Supporting advisors’ professional, personal, and business growth by equipping them with tools, training, and opportunities that expand their expertise and success.
- Nourish—Offering advisors time to recharge, connect with highly successful peers, and foster relationships in a setting that values both professional growth and personal well-being.
When advisors return home, they’re not just refreshed and inspired—they’re also stronger advocates for Europe Express, where they REIGN as top advocates, partners, and leaders within our travel advisor community, with practical tools and experiences they can translate into unforgettable trips for their clients.
How and Why We Choose the Destinations
Choosing the right destination each year is central to the program’s success. We look for places that meet three criteria:
- Relevance—Destinations that are trending or in high demand with U.S. travelers.
- Diversity—A rotation of locations across Europe to showcase the breadth of our product.
- Balance—A mix of iconic must-sees and hidden gems that help advisors stand out in the marketplace.
For 2025, Croatia and Slovenia checked all three boxes. From the shimmering Adriatic coastline and historic Dubrovnik walls to the charm of Ljubljana and the vineyards of Istria, this region offers a rich mix of culture, scenery, and emerging traveler interest. Advisors will return with firsthand experiences that not only inspire their clients but also differentiate their offerings in an increasingly competitive market.
Part of Passport to Perks
Advisor Appreciation Trips sit at the very top of our larger recognition framework: Passport to Perks.
Launched in March 2025, Passport to Perks is our new advisor rewards program designed to thank advisors for their loyalty on a day-to-day basis. Through this program, advisors earn cashback or travel credit, and exclusive opportunities for every booking that travels.
The Advisor Appreciation Trip represents the pinnacle of Passport to Perks—the ultimate reward for advisors who go above and beyond. Advisors selected for this recognition are hosted as our honored guests, with the opportunity to share the experience with a companion at a special reduced rate—underscoring our commitment to making it a true reward.
While Passport to Perks rewards performance throughout the year, AATs deliver the extraordinary: once-in-a-lifetime experiences that blend celebration, education, and partnership-building in the heart of Europe.
Together, Passport to Perks and the Advisor Appreciation Trip showcase our commitment to investing in and recognizing our travel advisor partners.
Recognition for All Levels of Success
It’s important to note that selection for the Advisor Appreciation Trip isn’t limited to million-dollar sellers. We recognize that success comes in many forms, and the criteria include both booked revenue and year-over-year growth. This ensures that advisors at every level have an opportunity to be considered, making the program inclusive and representative of the diverse ways advisors achieve excellence with Europe Express.
Looking Ahead
As we enter the second year of our Advisor Appreciation Trip, we’re already thinking about the future. Each year, the program will expand to new destinations, offering fresh inspiration and education. We plan to deepen supplier engagement, build in more advisor networking opportunities, and make the program an even more coveted recognition that advisors strive for annually.
The long-term vision is simple: to make Advisor Appreciation Trips a cornerstone of our advisor-first approach—an ongoing tradition that reflects our gratitude and reinforces the value of choosing Europe Express as a trusted partner.
A Word of Thanks
To the winners of our 2025 Advisor Appreciation Trip: congratulations on this well-deserved recognition. To all the advisors who make Europe Express a part of their business, thank you for your trust, your creativity, and your partnership.
We can’t wait to see how Advisor Appreciation Trips continue to grow in the years to come—fueling inspiration, deepening relationships, and strengthening the shared passion for bringing Europe to life for travelers everywhere.
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