Jackie Friedman at the 2026 CoNexion conference in Austin, Texas. (Source: Nexion Travel Group)
It should come as no surprise that when Nexion President Jackie Friedman, who is retiring in spring 2027, looks back on her 40-year-plus industry, she identifies her greatest accomplishment as helping shape the growth and evolution of the travel advisor profession.
“The job that I originally signed up for was completely different than that same job today,” said Friedman, who joined Nexion in 2004 as vice president of operations and became president in 2006.
“In the early days, Nexion was really put in place because of huge industry disruptions at a time when airlines were cutting commissions,” she said. “From that point on, a lot of my career was really about helping agencies and advisors grow successful businesses.”
In 2004, Nexion had approximately 600 members.
“Now we’re about 11 times that size,” she said.
Guiding Advisors Through Industry Change
As the industry has evolved, Friedman noted, she has had the opportunity to “help the advisors of today develop business and earn income that I never thought possible back 42 years ago when I joined the industry.
Throughout her years at Nexion, Friedman has helped agencies and advisors grappling with the continual upheaval in the travel industry.
Friedman launched her industry career as a travel advisor in Canada, then spent 15 years working for Sabre in various sales and executive roles before joining Nexion. Travel Leaders Group, now Internova Travel Group, acquired Saber in 2009.
The Evolution of the Travel Advisor
The challenges advisors have faced over the years have enabled them to “reinvent themselves, work remotely and reduce cost structure so that they could stay in business,” Friedman said.
Back in the day when Friedman worked as an advisor, “most of us were sitting in retail agencies, clients would come in, pick up a brochure off the rack, sit at your desk and you booked a trip. The business was so much more transactional,” she said.
Today’s travel advisors, Friedman said, “can become business owners at a relatively low cost of entry compared to other [industries] and have a lifestyle that is tied to their passion, as well.”
Giving Back to the Travel Community
Another way in which Friedman, who is the godmother of AmaWaterways’ AmaViola, has contributed to the industry is by serving on a variety of industry boards, including but not limited to three terms on the ASTA board of directors, including vice chair and chair of the Professional Association of Travel Hosts (PATH); and a member of The Travel Institute board of trustees.
Although Friedman is retiring next spring, she stressed that she would remain active in the industry, continuing to serve on The Travel Institute board of trustees while also playing a role in AmaWaterways’ new River Borne Foundation, which supports communities where the luxury river cruise line’s ships visit.
On the subject of charitable foundations, Friedman is also proud of her role as president of Internova’s non-profit Family Bonds program, which has provided more than $1 million in financial assistance to advisors, their families, and their communities in need. She will remain on the foundation’s board.
“I will find ways to still coach and mentor and find other ways to give back to develop the next generation of travel advisors,” Friedman said. “It just won’t be a full-time job.”
Advice for the Next Generation
So what advice does Friedman have for advisors new to the industry? First, they should realize that because they may love to travel doesn’t mean the job is simply going to be fun,” she said.
“You are starting a business, and it’s really going to take a lot of work. You are starting a business. You have to have intent.”
Friedman also encouraged new advisors not to try to be all things to all people. “Find an area that you are passionate about, and put your effort into how you’re going to market your business and prioritize your education.”
Affiliate with a host agency or franchise that has programs that have training and mentorship opportunities,” she recommended. “Even though you might be working on your own, you don’t have to be alone.”
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