If there was one lesson that Addison Jaynes took from operating host agency Reliant Destinations in the U.K. from 2017 to early 2020, it was this: It is really hard to be really good at a lot of different things.
That belief would form the foundation of his next travel agency, Reliant Destinations in Dallas (when he sold the U.K. business, he kept the brand). Reliant sells only Sandals Resorts International's brands -- Sandals and Beaches -- and markets almost exclusively via one method: long-form YouTube videos.
Sandals had been what Jaynes described as a "loose partner" with the U.K. agency, and he realized that Sandals was the right fit for his next venture.
"I did an audit across different brands to see which brand would be best suited with my passions, my skill set, and Sandals and Beaches were the answer," Jaynes said.
It took eight months to craft his strategy, which Jaynes also thinks is an important piece of the equation: Many host agencies rush new advisors to start selling, he said, whether to family and friends or clients.
"The reality is, I think it's better to have almost an academic focus at the beginning, to explore, to research, to learn, to figure out where your skill set can best be used, where there's a gap in the market," he said. "Actually set the plan and then go execute that plan."
After strategizing, Jaynes relocated to Dallas and launched the Reliant Destinations of today. His strategy seems to have paid off: Jaynes' agency sells "millions" in Sandals and Beaches each year, achieving the highest Diamond Elite tier of the Chairman's Royal Club, Sandals' agent rewards program for top producers.
Meet 'Mr TraveLux'
Jaynes has a robust presence on his YouTube channel, "Mr TraveLux," for which Reliant produces long-form content, including resort tours, top facts and interviews with brand leadership.
Sandals executive chairman Adam Stewart (left) with Addison Jaynes. Source: Addison Jaynes
He said his Sandals and Beaches content gets about 3 million views annually and that most clients have watched his videos before contacting Reliant. On average, an interested customer had viewed more than an hour and a half of content before reaching out, the numbers indicate.
Jaynes said he believes the content resonates with potential clients because it fills a gap between polished, traditional marketing and random photos and videos posted on social media.
"People can see that we live and breathe this product, and they're able to put their trust and credibility in that," he said.
Jaynes also looks to craft content about topics for which there isn't much information readily available.
While Reliant does share content across a variety of platforms, most link back to Jaynes' YouTube presence. Clients are welcome to contact the agency on any social platform, but Jaynes said most prefer communicating via email, which he also prefers because it's easier to provide links to content and further resources.
What interested clients can't do is call: Reliant Destinations has never had a phone number. That helps the agency operate more efficiently, Jaynes said, adding that he has automated a number of processes over time, including communication on social media and via email. Much of that is powered by AI.
And there is more automation to come. For instance, he's creating an AI-powered version of himself that includes full visual and vocal clones to take Zoom calls with clients and answer questions about Sandals and Beaches. Eventually, the AI version of Jaynes will be able to make bookings and assist with changes, modifications and cancellations.
While Reliant is based in the U.S., Jaynes also has an LLC in Jamaica that runs as a support operation. He has an operations manager and three staff members there who provide administrative support and content creation as well as an accountant and attorney.
"Because our business is quite automated, we're expanding in different areas right now to provide them with more things to do," Jaynes said.
Expansion to Regent Seven Seas Cruises
Jaynes may not want to be a jack of all trades, but he is looking to add at least one more.
He recently launched a new company, Reliant Cruising, which exclusively sells Regent Seven Seas Cruises. Jaynes introduced Regent on his YouTube channel and released some ship tours, with more content to come.
"As we get more automated, it takes a lot of tasks that staff had," Jaynes said. "For me, creating employment is important. I'm trying to continue to be able to provide jobs, and hopefully more jobs, even if we get to the point of 99.99% automation."
Jaynes is also in the process of developing a course for advisors on running a successful, profitable business, tackling topics like automation and consumer psychology.
Reliant Destinations is a member of Travel Leaders Network.