Episode 21: Melinda Fortunato of Best Travel

[00:00:00] Hello and welcome to Journeys Profile Podcast. Today we're joined by Melinda from Best Travel. Melinda, you're very welcome. Melinda Fortunato Thank you so much for having me. David Fortunato Great to have you here, Melinda. Now, look, first off, could you give us an overview on you? We'd like to ask about Best Travel, but tell us about you. How did you get into travel? Melinda Fortunato So I have always loved travel. My dad was in the military. I lived in Korea. I lived in Antigua when I was young, and it's just always been part of my life.

[00:00:26] Melinda Fortunato So I also, my husband was in the army and we lived in Germany for five years. Both my children were born there. Melinda Fortunato And I know what it's like to live in a destination and really understand it. Melinda Fortunato And so when I decided to get into travel, that's what my focus was, is I wanted to bring that experience to my clients. Melinda Fortunato I always imagined myself living in Paris or just living overseas. I always knew that that's what I wanted to do.

[00:00:50] Melinda Fortunato I always loved learning about other people and how they live and what they eat and just their day-to-day life. Melinda Fortunato So it was always something I was fascinated about. Melinda Fortunato And when the time came, actually, I'd used a travel agent. Melinda Fortunato I'd worked in other jobs, and then we used a travel agent for our own trip, and that's when I decided, you know what, it's time I want to do this. Melinda Fortunato So it was intentional in the right time of my life. Melinda Fortunato And so how did you get to Best Travel then? How did that happen?

[00:01:19] Melinda Fortunato So I decided I wanted to get a certification, and so I got a certification in travel and tourism. Melinda Fortunato And then I worked part-time at a brick and mortar for a couple of years. Melinda Fortunato I interned with them and then worked part-time and then went on my own. Melinda Fortunato I'm hosted by Nection, and then that's when I started Best Travel was in 2014. Melinda Fortunato What was the, what was the trigger? Melinda Fortunato I'm asking because a lot of the travel buyers, they love to hear the origin story.

[00:01:49] Melinda Fortunato Well, I feel that I really wanted the independents to do things my way and to sell the things I wanted to sell. Melinda Fortunato But I will say starting in a brick and mortar gave me a fantastic foundation because I was able to sit and listen to other travel advisors. Melinda Fortunato There were just a few travel advisors that worked there. Melinda Fortunato I could hear them starting to charge fees before anyone even talked about fees. Melinda Fortunato I could hear them that air was difficult and annoying.

[00:02:15] Melinda Fortunato I could hear that every client is not a good client and that there were, that you don't have to sell everything. Melinda Fortunato That you can say no to things that aren't a good fit. Melinda Fortunato So to me the foundation there was fantastic. Melinda Fortunato So I had that confidence when I went on my own and decided I, you know, it was important for me to do things my way. Melinda Fortunato And then when I went on my own, I was able to really learn a lot with that foundation, exploring.

[00:02:43] Melinda Fortunato And I still had those hiccups and those stumbling blocks of, okay, I want, you know, I had the client that wasn't a great client. Melinda Fortunato And they, they fooled me once but they didn't fool me twice because I charged them a fee the second time. Melinda Fortunato So I still had those stumbling blocks that learning process being on my own. Melinda Fortunato So I kind of felt like I had the best of both worlds in doing it. Melinda Fortunato And then also being independent, which so many of us are now and virtual. Melinda Fortunato I actually like virtual instead of home-based. Melinda Fortunato I think that everyone works remotely now.

[00:03:13] Melinda Fortunato Home-based makes it sound like it's a hobby and it's not. Melinda Fortunato We work really hard and we spend a lot of other people's money. Melinda Fortunato So I think that, you know, it's important to also have your village. Melinda Fortunato So I have tried to stay very active and involved in the industry. Melinda Fortunato So I knew who I could reach out to when I needed help or when I wanted to congratulate someone on their win or talk about my win or I don't know what to do about this client or this situation. Melinda Fortunato So I think that's something else that is really important.

[00:03:41] Melinda Fortunato Best travel is, I would say, primarily premium to luxury clients. Melinda Fortunato And we focus on customized authentic vacations. Melinda Fortunato Really getting to know our clients. Melinda Fortunato I always say that that's, I specialize in my clients. Melinda Fortunato I have fantastic partners that know the destinations and the products. Melinda Fortunato So I find those partnerships. Melinda Fortunato But I specialize in my clients. Melinda Fortunato I try really hard to get to know them very, very well. Melinda Fortunato And that is really our primary focus.

[00:04:08] Melinda Fortunato Give us an example of those typical clients, just a high level. Melinda Fortunato I guess my ideal client would be an empty nester, someone whose kids have moved on, who they've been saving and looking for this exciting time where they can somewhat live like college kids but they have money now, and travel the world. Melinda Fortunato So they've got the time and they have the money. Melinda Fortunato They're curious, they're educated, and they have a good budget. Melinda Fortunato I will say it's, they typically are coming to me, hey Melinda, you know, it's time we're ready for this vacation.

[00:04:38] Melinda Fortunato You know, we want to do this, we want to do that. Melinda Fortunato But then I also, I have my marketing. Melinda Fortunato So I send out a newsletter every couple of weeks just for inspiration. Melinda Fortunato And also there's that reminder, hey remember me. Melinda Fortunato And so it's a little bit of both. Melinda Fortunato And then I have, you know, a couple of small groups or river cruises or something like that. Melinda Fortunato So, you know, I'll send those things out occasionally, but most of the time it is them coming to me to, for their vacations.

[00:05:04] Melinda Fortunato And speaking of those then, what can you give us an example of a memorable trip or some memorable trips that you've booked for clients recently? Melinda Fortunato Well, let's see. Melinda Fortunato I've had a couple recently that I was really excited about and I could not wait for them to come back so I could hear about it. Melinda Fortunato One of them was two weeks in Croatia. Melinda Fortunato And Croatia is one of my favorite places. Melinda Fortunato I was fortunate enough to go a couple of years ago and I haven't sold it a lot. Melinda Fortunato I sold a lot of Europe, but I hadn't sold a lot of Croatia. Melinda Fortunato And this one was jam packed.

[00:05:34] Melinda Fortunato They were busy every single day, but they had all of those cultural and really immersive experiences. Melinda Fortunato So starting in Dubrovnik and ending actually in Venice, they went all the way up the coast. Melinda Fortunato They had four days on a boat, you know, traveling, going from island to island. Melinda Fortunato And they had the cooking classes and the food tours and, you know, the history lessons and all of the things and the beautiful hotels.

[00:05:58] Melinda Fortunato So, and I'm not saying some four star hotels, you know, just it was more about being immersed in Croatia. Melinda Fortunato It's not just a five star white glove experience. Melinda Fortunato It was just completely immersed. Melinda Fortunato And that's my favorite thing. Melinda Fortunato And I haven't talked to her yet. Melinda Fortunato She just is just getting back this week. Melinda Fortunato So I can't wait to hear about her trip. Melinda Fortunato Can you give us an idea? Melinda Fortunato You know, is that illustrative of the demand that you're seeing at the moment? Melinda Fortunato You talked about selling quite a lot in Europe. Melinda Fortunato What kind of demand are you seeing from your customers?

[00:06:28] Melinda Fortunato You know, every year I feel like since COVID has really been very different. Melinda Fortunato And this year, last year was interesting. Melinda Fortunato I think with, you know, financial reasons. Melinda Fortunato I mean, luxury travelers are still traveling. Melinda Fortunato But there's a lot of uncertainty last year. Melinda Fortunato This year, I feel people are a little more comfortable with the uncertainty. Melinda Fortunato There's still uncertainty, but they're more comfortable with it. Melinda Fortunato It's the new norm. Melinda Fortunato But they are, I think, more last minute. Melinda Fortunato I either have people going very last minute within 60 days, or they're planning

[00:06:57] way far in advance, almost too far in advance. Melinda Fortunato So those are the couple of things that I'm seeing. Melinda Fortunato They're paying more attention to their spend. Melinda Fortunato They're more intentional about what they're spending. Melinda Fortunato They're still willing to spend, but they're being more intentional with it. Melinda Fortunato And one of the things that I always ask about budget, I think it's so important, so I can get the trip right, but it's also important for my partners to let them know what the budget is. Melinda Fortunato And so I always ask about that, but they're willing

[00:07:26] to spend it where it's important to them. Melinda Fortunato And I remove airfare out of it because we don't have no airfare is airfare. Melinda Fortunato You have to use it. Melinda Fortunato It's a necessary evil is what I always say. Melinda Fortunato So remove that out. Melinda Fortunato What is your budget without airfare? Melinda Fortunato And that really helps them focus and it just helps the conversation and set the expectations for everyone. Melinda Fortunato Why are you expecting to see demand change? Melinda Fortunato What are you predicting or what are you seeing? Melinda Fortunato You know, I'm not sure.

[00:07:52] Melinda Fortunato I feel like because sort of mid summer last year is when the short term started happening, the last minute trips. Melinda Fortunato I think we're going to continue to see that. Melinda Fortunato The things when people want to travel during festive, that has to be long term, because otherwise there's not availability. Melinda Fortunato So those I think will stay consistent. Melinda Fortunato Spring break, the people that always travel for spring break, they're always going to book that in advance. Melinda Fortunato So those times that are crucial to do in advance, they will be.

[00:08:21] Melinda Fortunato But otherwise, I think we might continue to see the last minute just because there's still so many unknowns in the world and just a lot happening. Melinda Fortunato I have a supplemental question for you, Melinda. Melinda Fortunato I forgot to mention earlier when we were speaking yesterday I was talking with one of the journey's profile travel buyers and they were talking about AI, Melinda Fortunato I mean that they're seeing their clients come with a draft idea. Melinda Fortunato Yes. Melinda Fortunato You know, from Claude or Chachi.

[00:08:47] Melinda Fortunato I think the lady actually used the phrase, they've clotted it as an almost of her. Melinda Fortunato Are you seeing that pattern? Melinda Fortunato How are you seeing things? Melinda Fortunato Yes. Melinda Fortunato And it's so funny. Melinda Fortunato I love it. Melinda Fortunato And actually I sent it to this new trip that I'm working on. Melinda Fortunato And I sent it to my partner and I said, here's, here are his ideas that he got from AI. Melinda Fortunato It's annoying and it's awesome. Melinda Fortunato Because it gives us a great idea. Melinda Fortunato Sometimes they don't even know, you know, we ask all the questions to try to pull the information out of them.

[00:09:15] Melinda Fortunato But sometimes they don't even know really what they want. Melinda Fortunato So I think it gives us a good idea of what they're looking for. Melinda Fortunato And if we look at it that way, but also the client has to have trust in us to look at it and say that doesn't make sense. Melinda Fortunato You know, that's not going to work. Melinda Fortunato You don't want, you know, three hours to get to your day tour that day. Melinda Fortunato Or that's that those hotels that hotel doesn't exist or that restaurant doesn't exist.

[00:09:41] Melinda Fortunato So as long as they trust us to know them well and rework it, then I think it's fantastic. Melinda Fortunato So I think it's, it's just something that's the norm. Melinda Fortunato And I actually had a call the other day and I asked the gentleman who's a new to me client. Melinda Fortunato And I said, you know, where did you get my name and my information? Melinda Fortunato And I was like, Oh, great.

[00:10:11] Melinda Fortunato That's awesome. Melinda Fortunato That's a fascinating insight because we do have lots of commentary on the, on the podcast around about these issues. Melinda Fortunato Yeah. Melinda Fortunato So I can imagine there's quite a few people very jealous that you have got your AEO, your agent engine optimization working to the point whereby it's recommending you to people. Melinda Fortunato Yeah, it was great. Melinda Fortunato Fascinating. Melinda Fortunato Regarding suppliers, there are, we've got a lot of suppliers across the, the journey's ecosystem listening in. Melinda Fortunato What's your message to them?

[00:10:40] Melinda Fortunato Especially those that are aiming to try and attract your attention and the business of your clients. Melinda Fortunato My message to them is thank you. Melinda Fortunato And I have the utmost respect. Melinda Fortunato And my relationship with my travel partners are just as important, if not more important than my clients. Melinda Fortunato I don't price shop. Melinda Fortunato I don't like to be price shopped by clients. Melinda Fortunato I would never do that to my partners. Melinda Fortunato I try to come to them with all the information that they need. Melinda Fortunato And to me it is, it's learning.

[00:11:10] Melinda Fortunato It's learning how to work together. Melinda Fortunato It's not a one off thing. Melinda Fortunato And that's been very successful for me. Melinda Fortunato The partners that I have, I've used for years. Melinda Fortunato And so when I find, when I find partners that are being advocates for me, just like I am for my clients, that's really how I look at that relationship. Melinda Fortunato So that's what I want to say is, I think you have to be very careful in this business and as a travel advisor in not having that respect for our partners. Melinda Fortunato Because we can't do their job.

[00:11:40] Melinda Fortunato They make magic happen for our clients. Melinda Fortunato And I have so many examples of that, whether something has gone wrong or they've made something really right. Melinda Fortunato So that's really what I want them to know. Melinda Fortunato Is it email the right way of engaging with you? Melinda Fortunato Is it journeys events? Melinda Fortunato Is it social? Melinda Fortunato Right? Melinda Fortunato What's the right way to attract your attention? Melinda Fortunato Events Events and I do, I love journeys.

[00:12:06] Melinda Fortunato I like the smaller events because I feel like that is really where you can make a connection, which is, which is important in these relationships. Melinda Fortunato It's everything in these relationships. Melinda Fortunato So I would say the events and then also referrals from my fellow advisors. Melinda Fortunato And I also love referring my partners, the really, the good ones. Melinda Fortunato I love sending them out and letting everybody know about them. Melinda Fortunato At least the right ones. Melinda Fortunato The advisors that I think would be a good fit. Melinda Fortunato I love networking and putting people together.

[00:12:36] Melinda Fortunato Well, we're at this point in the profile, Melinda, where we'd like to ask about you now, specifically your travel preferences and ideas. Melinda Fortunato So can I bring you first to an undiscovered gem? Melinda Fortunato What would that be for you? Melinda Fortunato So Vera Portugal is, I mean, I guess some people discovered it. Melinda Fortunato It's in the Algarve, but it's, it's a small, beautiful. Melinda Fortunato My cousin lives there and I had the opportunity to visit last year. Melinda Fortunato And it is just really, really beautiful.

[00:13:03] Melinda Fortunato It is someplace that not, not everyone is going when they go to Portugal. Melinda Fortunato And the scenery is gorgeous, the people are so kind, and it just feels very authentic and unexplored. Melinda Fortunato Your favorite hotel or hotels, Melinda? Melinda Fortunato My favorite hotel is the Hotel Singer Palace in Rome. Melinda Fortunato And I've used it for years since they opened. Melinda Fortunato I've stayed in it. Melinda Fortunato I've sent many clients.

[00:13:32] Melinda Fortunato And one of the examples that I give, I just had some of my favorite clients stay there last year. Melinda Fortunato And they, this year are going to Barcelona. Melinda Fortunato And they said, do they have something like, just like that in Barcelona? Melinda Fortunato And I said, well, what is it? Melinda Fortunato They don't have that there. Melinda Fortunato I mean, there's beautiful hotels in Barcelona, but what was it about that hotel? Melinda Fortunato And they said it was the people and the service. Melinda Fortunato So that's, yes, that's my favorite. Melinda Fortunato Fantastic. Melinda Fortunato What's your favorite city, Melinda?

[00:14:01] Melinda Fortunato That's very hard for me to say, because I really can't answer that question. Melinda Fortunato I love so many different things. Melinda Fortunato I will say there's places I would love to go back to. Melinda Fortunato That's a good indication, isn't it? Melinda, if you're going back, where would you like to go back to? Melinda Fortunato Well, I would love to go back to Porto. Melinda Fortunato I haven't been in many years. Melinda Fortunato And I'm thinking cities. Melinda Fortunato There's other destinations, smaller destinations too, that I would love to go back to. Melinda Fortunato It doesn't have to be cities, Melinda. Melinda It's all right. Melinda It's okay.

[00:14:29] Melinda Fortunato We're saying city, but what's your favorite city or area maybe I could say? Melinda Fortunato So recently, Seoul is one of my favorites, and that is a big city. Melinda Fortunato But outside of Seoul, there's a lot of small little villages. Melinda Fortunato So that's where I like to spend my time. Melinda Fortunato Again, I'm all about the authentic, the culture, like what's happening outside. Melinda Fortunato What does that really look like on a day-to-day basis? Melinda Fortunato That's what I like. Melinda Fortunato I lived in Osan, Korea when I was young.

[00:14:59] Melinda Fortunato And that was one of the big things that I, why I wanted to get into travel. Melinda Fortunato And I was able to go there just this summer from Seoul. Melinda Fortunato And it was exactly how I remembered it, walking around the town and the shopkeepers and the interactions that you have with them. Melinda Fortunato I have the best story, you know, coming from there. Melinda Fortunato So those are the places, the types of places that I love. Melinda Fortunato So right now I will say my favorite is Osan, Korea, because it's very nostalgic for me. Melinda Fortunato There we go.

[00:15:26] Melinda Fortunato Now, our final question for you, Melinda, is to ask about your perfect vacation. Melinda Fortunato Well, I'm able to relax. Melinda Fortunato I mean, I have fun because I just, I love what I do. Melinda Fortunato So, I mean, you can't help but walk in a hotel room and evaluate everything and which clients would this be the right fit for. Melinda Fortunato And maybe the coffee machine would be better if it was over there because there's no plug here. Melinda Fortunato You can't help but think of those things. Melinda Fortunato But my perfect vacation is a great mix of a really nice hotel where you know just everything's going to be taken care of,

[00:15:56] but something also super just different and unique. Melinda Fortunato So for example, I'm going to Copenhagen. Melinda Fortunato I'm going to Oktoberfest this year and I'm going to Copenhagen afterwards. Melinda Fortunato And in Copenhagen, we're staying on a boat. Melinda Fortunato It's a hotel boat. Melinda Fortunato And it's just, it doesn't move. It's just going to sit there and it's not expensive and it's super boutique. And I'm probably more excited about that than drinking the beer at Oktoberfest. Melinda Fortunato I used to live in Copenhagen and I was there last week.

[00:16:24] Melinda Fortunato I think, I think I, I think I know the boat you mean. Melinda Fortunato The last, last question, Melinda is just how do people contact you? So anyone listening along thinking we need to have a chat. Melinda Fortunato What's the, what's the best way of getting you? Is it LinkedIn, website? Melinda Fortunato LinkedIn I think professionally, I think LinkedIn is the best place. Melinda Fortunato I mean if you Google me you can find my email address, I'm happy to check email. I just get lots and lots of them. So I think LinkedIn is probably what's best, send me a message there.

[00:16:51] Melinda can we say thank you so much for taking the time to speak to us today. Melinda Fortunato Thank you so much, it was wonderful. Melinda Fortunato Thank you so much, it was wonderful.