An Interview with Frank Maduro: Advisors are Key for Karisma

Recommend Standard Image TemplateAdvisors are Key for Karisma By Lydia GregoryWhen Frank Maduro came to his current position of president of Premier Worldwide Marketing (Karisma Hotels & Resorts’ sales and marketing provider), he brought with him an unusual point of view. “I [brought in] a perspective from a brand approach, which not a lot of hoteliers have,” he shares with Recommend during a phone interview. And that tactic, it’s clear, has everything to do with you, the travel advisor. Recommend Standard Image Template-1673361805 Maduro’s approach—rely on travel advisor partners for distribution and incorporate them into the benefits of the brand—is meant “to maximize the consumer brands and capitalize on existing distribution to create new distribution,” he says. It’s been a success with advisors, something that was evident during the company’s annual Gourmet Inclusive Vacation Consultant (GIVC) Awards.“[The energy among travel partners] was fantastic—it was much needed,” shares Maduro. “It was nice to see everybody in person, be able to hear stories and reconnect with old friends. The energy was incredible, the optimism was palatable—all good signs—and people were eager to support each other.”In 2023 Karisma will continue making strides and keep travel advisors top of mind. Maduro shared that the group was in the process of hiring additional business development managers (BDMs) in North America and Canada to expand its reach with travel advisors, plus they’re revamping the GIVC program’s tools and technology, “and a few other little surprises,” adds Maduro. “We’re investing heavily in our travel advisor partners because we know their value and we know the support that we get from them.” Look for the human capital portion to be in place this first quarter, with the technology piece in place for the second quarter. The group is also launching a series of anywhere between 100 and 150 seminars in the U.S. and Canada for the first half of the year, “so we’ll be very engaged with travel professionals the first half of 2023.” According to Maduro, 67 percent of Karisma’s business comes from advisors, “and we’ll never forget that.” karismahotels.com
COVEREXPLORA JOURNEYSTable of ContentsPALLADIUMPALLADIUM SPREADEditor's NotesSANDALSSANDALS SPREADIndustry InsightsPALLADIUM 1Advisor SpeakSpecial Section: Cruising into 2023Onboard Review: 10 Top Hits on Board Celebrity BeyondOnboard Review: Virgin’s Valiant Lady—For the Young at HeartOnboard Review: MSC Seascape—A Peek Inside MSC Cruises’ Newest ShipSEABOURN SCSEABOURN CRUISESEXPLORA JOURNEYS SCLove & Luxury in Mexico and the CaribbeanAn Interview with Frank Maduro: Advisors are Key for KarismaAn Interview with Armin Asceric: SunSwept Resorts Delivers in the Wellbeing SegmentSANDALS SCEMPORIO CANCUN SCEMPORIO CANCUNSAINT LUCIA SCSAINT LUCIAOnsite Review: Palladium & Wyndham Couple UpGlobal: G’day, Mates—Three Tour Operators Talk Down UnderOnsite Review: QatarGOWAY TRAVEL SCEDU HOUSE ADAMERICAN CRUISE LINES