TRAVEL
A Retailers Guide to Selling Adventure, Not Disasters by Jennetta Adams , International Scuba, Frisco, Texas
G ROUP TRAVEL IS ONE OF the most powerful tools a Scuba Center has to retain customers and drive long-term growth. Travel keeps divers active, and active divers service their gear, upgrade equipment, pursue continuing education, and remain engaged with your shop. It keeps them connected to your brand long after certi- fication cards have been issued. Just as importantly, every trip becomes its own marketing engine. Whether intentional or not, your divers are promoting your business through their social media posts, photos, and stories. Their family, friends, and followers see the adventure unfolding, and your brand is attached to every image. The ripple effect is real. But this only works when travel is executed properly. One poorly managed trip can damage your reputation far faster than multiple successful trips can build it. If you intend to grow your travel program, it must be approached strategically and professionally, not casually or reactively. If you do not have the time, systems, or attention to detail
required to manage travel internally, partner with an established wholesaler. Our industry has several long-standing travel providers who specialize in supporting dive centers. However, it is critical to remember that it is your reputation on the line, not theirs. Interview potential partners carefully. Verify their processes. Speak with other retailers. “Trust but verify” should guide every decision. I have personally seen group airfare quoted at nearly double the published airline rate, and not from a discount site. I have also seen incorrect traveler details submitted that resulted in serious consequences, including the loss of Global Entry status. Due diligence is not optional. Your customers assume you have already done it. For those ready to contract, opportunities such as DEMA in New Orleans in 2026 can be valuable for building relationships with wholesalers, resorts and liveaboards. Contracting makes sense only when you have a team member with exceptional or- ganizational skills and dedicated time for travel planning. It is not something to assign casually.
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