LAS VEGAS -- Travel agency cooperative Signature Travel Network has added a new line to its mission statement: "Through our nonprofit Travel Elevates, we further this mission by serving global communities with positive impact travel."
That joins the first part of Signature's statement, "To serve our members by creating industry-leading technology, marketing and training programs, while building strong preferred partnerships that deliver a differentiated travel experience."
The new addition emphasizes the member-owned cooperative's nonprofit arm. In addition to enriching communities around the world with funding for things like schools, computer labs and women-owned businesses, Travel Elevates encourages advisors to incorporate projects that clients can support while traveling.
Signature CEO Alex Sharpe talked about the nonprofit from the stage at the cooperative's annual conference, held Nov. 10 to 13 at the Venetian Las Vegas.
"We have an obligation not only to our customers to make sure they have these incredible travel experiences, but to the destinations and the people that are serving them in those destinations," Sharpe said. "We're very fortunate. We send the world's richest people to the world's poorest places, and there's a huge, huge impact to that."
Sharpe said clients who go to destinations and experience the work the Travel Elevates does have "incredible, life-changing opportunities," increasing both their passion for travel and affection for their advisor.
Vicky Gallion, Travel Elevates' communications and development manager, said the nonprofit has funded 20 grants worth $1.5 million since its founding in 2019. It has also provided a separate $650,000 in emergency relief funding.
This year, Travel Elevates awarded eight grants. Gallion hopes to grow that number to 10 in 2026, with grant recipients to be announced in January.
In addition to its grant-funding work, last year, Signature acquired the nonprofit Pack for a Purpose, which operates under the Travel Elevates umbrella. It provides travelers with information on supplies needed in their destination and encourages them to bring said supplies in their luggage. Pack for a Purpose then coordinates the transport of the supplies.
Sharpe said Travel Elevates has inherent commercial benefits to advisors. Whether advisors are encouraging clients to pack supplies for a destination or planning a Travel Elevates-related activity for them, it's often a highlight of the trip, he said.
"We know it'll be one of the reasons they come back," he said.
Gallion is getting suppliers involved with Travel Elevates. She recently started a partner incentive program, in which they donate to Travel Elevates for each booking.
AmaWaterways has held a weeks-long campaign, she said, as has Allianz. It's a tactic she plans on continuing to employ.
Gary Murphy, co-owner of AmaWaterways and a member of Travel Elevates' advisory board, spoke about the booking incentive on stage. For a period of several weeks, AmaWaterways pledged $100 to Travel Elevates for every booking. In total, $160,000 was raised.
"It is a booking incentive, and it works," Murphy said, encouraging other suppliers to consider doing similarly to engage advisors and their clients.