Travel advisors have long been a major source of business for luxury hotels—but vacation rentals have struggled to tap into the same channel. In this episode of Hospitality Breakroom, Rachel Alday sits down with Joe Bartolomé, a longtime luxury hotelier and founder of The Joes, to explore why travel advisors could represent one of the biggest untapped opportunities for professionally managed vacation rentals.

With 25 years of experience operating the highly acclaimed Farmhouse Inn, Joe brings a hotelier’s perspective to the vacation rental industry. He explains why trust, consistency, curation, and service matter so much to travel advisors—and why advisors are increasingly looking beyond traditional hotels for unique, high-end experiences. For vacation rental operators, the opportunity isn't simply about paying a commission; it's about becoming a trusted partner who can reliably deliver an exceptional experience for the advisor's client.

Rachel and Joe also break down the practical steps vacation rental companies can take to become travel-advisor ready. From establishing clear commission and cancellation policies to creating easy-to-share property materials, protecting advisor relationships, and training teams on how to handle advisor bookings, they make the case that getting started doesn't have to be complicated. The bigger challenge, they argue, is changing the mindset around travel advisors and recognizing them as a valuable, relationship-driven distribution channel.