The agenda for Signature Travel Network’s annual conference, which was held earlier this month in Las Vegas, was nothing if not ambitious – not to mention successful.
The member-owned cooperative unveiled a slew of new 2026 technology and marketing initiatives, reported the results of a record-breaking year and recognized high-performing travel advisors.
On the technology front, Signature introduced Signature Storybook, an AI tool that will “find the right products for their clients and pitch the product in real-time,” the cooperative said. The tool, which is currently in beta testing, is scheduled for release in the first quarter of 2026.
Inspire Academy, designed to help advisors create social content across all types of social platforms, is set to debut in the first quarter of next year; a new family magazine, “Ready, Set, Go,” which is written from a child’s perspective, will be published in the second quarter of 2026.
In other conference developments, Signature shared with advisors that 2025 has been a record-breaker, with destination management sales increasing by almost 25% over 2024, and the cruise, hotel, land and insurance segments up by nearly 10%.
High-producing travel advisors meanwhile, were honored with the 2025 Signature Excellence Award. The awardees included Justin Dolan, CTA Travel; Reilly Reeves, Accent on Travel; Terrah Van Meter, Legacy Travel; Marcia Staber, Central Travel; and Kari Mollan, Stellar Travel.
Signature also paid tribute to advisors and agencies for their dedication and leadership in elevating the network, as well as those who were active in helping the cooperative’s nonprofit organization, Travel Elevates.
The Signature Rising Star Award was presented to Matthew Sontag, Keene Luxury Travel; the Signature Mentor Award to Roxanne Boryczki, All-Travel; the Travel Elevates Spirit Advisor Award to McKenzie Kellogg, 417 Travel; and the Travel Elevates Spirit Agency Award to Lori Stephens, Sojourney Travel.
“Signature’s success has always been rooted in the strength of our community and the service and commitment of our incredible agency members,” said Signature Travel President Karryn Christopher.
“The achievements of our award winners reflect the incredible spirit of the entire Signature community,” she added. “Our members and partners continue to set the standard for innovation and excellence across the travel industry and the relationships forged within this network continue to drive success and shape what’s next.”
Last but by no means least, Nolan Burris, a Signature senior advisor who has served as a mentor of sorts to the cooperative’s community since 2004, was the recipient of the Michelle Morgan Leadership Award. Morgan, who passed away in 2013, was instrumental in helping build the company into what it is today during her long tenure as its president.
Judging reaction from a Signature advisor attending the annual conference for the first time, the event was highly worthwhile.
“As a new member of Signature, I am genuinely impressed by the Signature Travel Network,” said FTM Travel Co-Owner Jami Hill.
“From the Signature team to fellow members and supplier partners, everyone has been exceptionally warm, friendly, and welcoming, making us feel immediately included in the network.”
She added: “The conference was thoughtfully paced, and the general sessions provided valuable insights into the core values of Signature and the advantages of being part of a member-owned organization. We are already looking forward to next year’s event in Orlando.”
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