If there’s someone in the industry who we could say emphatically enjoys making people happy, Sean Russo, Sales Manager Canada, Virgin Voyages would be at the top of that list. A graduate of Tourism and Hospitality, Russo spent many years in Toronto’s bar and restaurant scene before he started to "not bounce back from late nights as fast as he once did” and made the move into tourism with Flight Centre. While at FC, he was assigned a trip to Ecuador with G Adventures (at the time GAP Adventures) and the impact of their sustainable business model and authentic, local connections in remote areas was so inspirational, he quit his job when he got home. Serendipitously, G Adventures was looking to expand their sales team and he joined the company about a month later. He's been with Virgin almost two years now.
TravelPulse Canada: You have worked in many capacities both in and out of the industry. How does this background help you do your job better?
I worked in a lot of restaurant and bars in downtown Toronto and really loved it, because I loved seeing people come in and then leave with a smile on their face having really enjoyed their night. It made me happy.
I left the industry for a year and a half during COVID and worked for a tech company, helping to build out their sales team. It allowed me to use those transferable skills like many people did during when their passion and love was travel, but we were locked down. It brought me back to my hospitality days of creating opportunities for people to have an amazing time. When the chance to work with Virgin Voyages came up, I was excited to use those skills to help launch a brand that was new to Canada. I loved getting back in front of the agents, and really having that impact. I love storytelling, and getting people excited about the possibilities of traveling a different way.
TravelPulse Canada: How important is educating advisors on what makes Virgin Voyages unique?
What I love about Virgin is twofold. One, it is unapologetically disruptive. I think that goes to any Virgin brand - Richard (Branson) is very much about “why enter a space if you're going to do the exact same thing as everyone else?”
With our always included luxury, there’s no nickel and diming, and we take the approach that adults deserve adult time. It’s not crazy, it’s just when you remove children, or someone else's children out of the equation, the entire atmosphere changes. People's moods change, the way they converse with other people changes, and it's a special experience.
The other element is how sustainable and how environmentally responsible not only for our physical environment, but for the tourism industry, a cruise line can be as if they change their approach to doing business. I was very naive, coming in about how one company can change people's perception on a means of transportation like we have at Virgin.
I think we all tend to pigeonhole people; we love to say this is meant for this type of age group, or this type of income, or whatever the case may be. We focus a lot on demographics. But by doing that, we can alienate more people. If our “First Mates” start with a blank canvas of options, you can then say to your clients “based on what you said, I'm recommending this because it hits this box and that box.”
That's where we're finding – that more and more people are coming to us because we're offering something different.
TravelPulse Canada: What are some of the most impactful changes you’re seeing in the industry?
I think there’s a shift that really focuses on being comfortable and not having to worry about what people's perceptions are, and subsequently feeling safe. Comfortable can be many different things; it can be the way you dress, the atmosphere you're physically in, it could be a bunch of different things. But when someone is comfortable, they're going to be their authentic self.
What we've been able to do for not only our “Sailors”, but our staff is to provide them with that safeguard that you are authentically amazing, and a beautiful individual. You don't need to change to work for us. You don't need to dress a certain way. You don't need to hide, something that you're proud of like visible tattoos for example, because that's not going to change the way you interact with a guest at the end of the day. And I love that. Our Sailors can dress the way they want to onboard, if someone wants to wear shorts to the steak restaurant, all the power to you. It’s kind of refreshing.
TravelPulse Canada: What your message for travel agents, aka with Virgin, "First Mates?"
First and foremost, thanks for sticking through it. I know the pandemic wasn't easy for any of us. And thanks for the new ones that have joined our community since then. We named our third our third ship Resilient Lady, and she's named after the travel professionals because we literally went through hell and back.
Utilize us, but please don't abuse us, and I say that with love. We're here to help support and grow your business. Our job is to be a support between you and our brands to ensure you have everything you need to be successful.
Continue doing what you're doing, but pivot, open your eyes, and you and your hearts to different opportunities. Because as much as this industry has changed, our clients' needs, preferences and desires have changed as well. What worked prior to the pandemic may not work now. And as much as it might be uncomfortable to learn a new skill set like social media, or online consumer events it’s a necessity in order for us to grow as an industry. And just like smartphones were scary and new a decade and a half ago, we embraced it and thrive from it for the most part.
Learning these new ones will set yourself up for long term success.
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