Vacation rental companies have spent years optimizing direct bookings, OTAs, and digital marketing—but there’s another powerful distribution channel many are still overlooking: travel advisors.

In this episode of Hospitality Breakroom, Rachel sits down with Anthony Barrera, a 12-year veteran of the vacation rental and travel industries, to unpack why the relationship between vacation rental companies and travel advisors has been so difficult—and why the opportunity is becoming too significant to ignore. Anthony shares lessons from his decade at Onefinestay, his experience working on B2B travel platforms and luxury villa acquisitions, and what he believes vacation rental companies need to do to compete with the sophisticated systems hotels and other travel businesses have built for advisors.

The conversation explores why travel advisors can generate higher-value bookings, how vacation rental companies can build the infrastructure to support them, and why the best relationships are built proactively—not when a booking request arrives. Anthony and Rachel discuss everything from CRM tracking and commission structures to response times, advisor education, FAM trips, consortium relationships, unbranded property materials, and creating commissionable experiences. They also discuss Anthony's new company, Strata, which is designed to help vacation rental brands build and manage stronger relationships with the travel advisor community.