Date of Conferral

8-20-2025

Degree

Doctor of Business Administration (D.B.A.)

School

Business Administration

Advisor

Michelle Preiksaitis

Abstract

The rapid introduction of new and innovative travel products presents challenges for travel industry professionals striving to stay competitive in a dynamic marketplace. This is a significant concern for travel professionals and industry leaders, as effectively implementing strategies can improve client satisfaction and support sustained business growth. The purpose of this qualitative pragmatic inquiry study was to explore the strategies used by travel industry professionals to successfully implement new, innovative tourism products to gain a competitive advantage. Grounded by the Red Queen effect competitive advantage model, six U.S.-based travel professionals with 5 years of experience and at least $1 million in annual travel sales were interviewed about their strategies for selecting and incorporating new products into their portfolios. Publicly accessible travel product resources were used to triangulate the interview data, and all data were analyzed using a 6-step reflexive thematic analysis process. Three themes emerged as successful strategies: (a) developing and maintaining strong client relationships; (b) engaging in familiarization trips and learning opportunities, such as webinars; and (c) maintaining robust supplier partnerships and networking. A key recommendation was that travel professionals should learn about new products using familiarization trips while collaborating with other travel professionals. The implications for positive social change include the potential for travel professionals to contribute to safer, more modern, and more enjoyable experiences for their clients, allowing them to achieve a greater work-life balance.

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