Signature Opens Its Final Las Vegas Conference With a Call to Evolve
Alex Sharpe opens Signature’s final Las Vegas conference with a push toward clarity, specialization, and smarter growth.
Photo: Laura Ratliff
Signature Travel Network opened its 2025 annual conference at The Venetian on Monday with a message that landed somewhere between reunion and reset. In what will be the cooperative’s last Las Vegas gathering before the event shifts to Orlando next year, CEO Alex Sharpe used the kickoff to frame the year ahead as a moment for clarity, growth, and—true to this year’s theme—evolution.
Sharpe began by acknowledging the travel week’s chaos, tying it to his broader point: the industry’s resilience depends on both momentum and direction. “If you don’t evolve, you’re done,” he said, noting that the last few years created an environment where demand was so strong that many simply rode the wave. Now, he argued, is the time to be more intentional.
Much of his address centered on Signature’s mission—technology, marketing, and training—and how those pillars will expand in 2026. Travel Elevates, the network’s impact-driven foundation, remains a key priority, with Sharpe emphasizing its dual purpose: doing meaningful work in destinations while also meeting a growing client appetite for responsible, community-oriented travel. He called impact experiences “once-in-a-lifetime opportunities” that deepen loyalty and differentiate brands in a crowded marketplace.
Sharpe also underscored the scale of the global travel economy—11% of GDP and 11% of global employment—as a reminder of the industry’s weight. But he quickly brought the focus back to the network’s day-to-day reality: cutting through information overload, elevating personalization, and delivering real value through expertise. In a week when U.S. flight cuts and service disruptions dominated headlines, his point landed cleanly. “Behind every storm is an opportunity,” he said. “When things go wrong and you can fix it, you create that bond forever.”
Specialization also emerged as one of Sharpe’s strongest themes. He highlighted Signature Circles—small, high-engagement groups built around areas like Africa, active adventure, and expedition cruising—as engines for deeper knowledge and stronger commercial results. Becoming known for something, he said, drives referrals, supports better pricing confidence, and creates consistency in the client relationship.
Looking ahead, Sharpe previewed Storybook, a new digital storytelling platform launching in 2026 that will let members curate hotel and cruise content, mix media, and send it directly to clients’ phones with full branding intact. The tool is a sign of Signature’s push to help members present itineraries and products in formats that match how people actually consume travel inspiration today.
He closed with a reminder to stay targeted in a week packed with sessions, roundtables, and partner meetings. “You’ll leave here with a million ideas,” he said. “If you execute on three of them, you’re the winner.”
