New Decade…New Way of Doing Business

By Liz Sutton, President, Sutton & Associates

Liz Sutton

Emerging from the collapse of the financial industry in 2008 is the realization that our greatest investments are in people. There is a new sensibility and an opportunity to make a difference with our clients; internally and externally. We have learned to truly become partners and understand the challenges and needs of our clients and their industries as a whole, as well as their company philosophy and culture. We are working more closely to provide added value, and we are collaborating more with others in our industry.
 
Effective incentive travel programs require tangible benefits, such as increased sales or market share. However particularly now, intangible benefits such as boosting morale and engaging workers, are also critical.  As stated in incentivemag.com July 2009, “Engagement is a trend that will ultimately transform the incentive industry…..(the incentive industry) has a “significant opportunity to play a critical role in helping organizations of all sizes build closer relationships with their key customers, distribution partners, and employees.” Studies show that fully engaged employees perform 20% better, and are 87% less likely to leave their organization. People make a choice each and every day about their contribution and commitment to the business.  For many employees or customers, the incentive travel reward may be their only vacation, a time to refresh, recharge, and rejuvenate.

So what is on the horizon for this new decade?  The economy is recovering. Incentive companies are challenged to bring creativity to a higher level and create authentic experiences that inspire participants. Our clients are savvier and our ability to articulate our value proposition is more significant as a result.

Transparency in pricing and escrow accounting may be the new norm as buyers have become much more wary and attentive with every investment. Corporate Social Responsibility will continue as an important factor in that it is a positive consideration for most programs and gains the company new respect from customers, suppliers and the community for their generosity in “giving back”.

“Effective incentive programs become a necessity rather than a luxury when their existence impacts growth and prosperity” (Incentive Magazine, December 2009).

Staying at the top of our game, reading, collaborating, and networking are critical. Becoming a true partner with our client and helping them through and beyond these transitioning times will prove to be invaluable as we create a return on Experience and return on relationships.

Liz Sutton, President of Alabama World Travel (a Virtuoso agency) and Sutton & Associates, has been in the travel industry since 1977. She and her husband opened and developed three new divisions; Cruise Concepts, Vacation Concepts and Sutton & Associates, which offers customized conventions, travel incentives, and meetings for associations, organizations, and corporations.

Liz is a Certified Travel Consultant and earned her CTC in 1982 and has been a leader for many years in ICTA (Institute for Certified Travel Agents, now The Travel Institute) providing guidance for many up and coming industry professionals.

In 1985, Liz was selected by the National Organization of Jaycees as one of the FIVE Most Outstanding Jaycees in America.  Liz was named one of the Most Powerful Women in Travel to Travel Agent Magazine in May 1999 and one of the Top 125 Super Agents by Travel & Leisure Magazine for 2002-2008.

She’s also active in her community having served on the Board of Directors of the Montgomery Area Chamber of Commerce where she chaired a number of committees and task forces and a volunteered time and support of a variety of other civic organizations.

Liz has also served on a number of industry advisory groups including the American Express Advisory Board, Royal Caribbean Travel Agency Advisory Board, Walt Disney World Advisory Board, Radisson Hotel Advisory Board, Premier Cruise Lines, Travel Counselor Advisory Board, Travel Agent Magazine and currently serves on the Travel + Leisure Magazine Advisory Board.

Liz and her organization have received numerous national and local awards and recognition for their accomplishments and leadership both within and outside the industry.

She was born in Montgomery, AL where she and her husband Bill along with their three children reside.