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B M & T ••• March/April 2025••• www.blackmeetingsandtourism.com 45 T R AV E L A G E N T P R O F I L E BETTY JONES: BRIDGING NEW JOURNEYS FOR ALL TRAVELERS BY ZYAN AVRAHAM In the travel industry, where dive- rsity is often dis- cussed but rarely realized, Betty Jones emerges as a change agent. As one of the founders of Travel Professionals of Color (TPOC) , she has devoted her 40 year career to elevat- ing professionals from various back- grounds and advocating for equity in trav- el. Her story goes beyond the personal achievement CB Jones Travel and Events; her story embodies a commitment to transforming an industry in dire need of inclusivity. The Day of Small Beginnings Betty's journey began forty years ago as a travel agent in a predominantly white agency. "Things have changed so much, from when you had to do everything by hand," Betty reflects. Before stepping into travel, she served as the VP of Commercial at an insurance company, organizing trips for agents. This experi- ence led her to collaborate with a travel agency, where the owner of Travel Leaders out of Denver, Colorado recog- nized her knack for bookings and invited her to join as an independent contractor. What was once a duty evolved into her niche. Betty pioneered the concept of a "layaway plan" for travel, a service her employer initially misunderstood, highlighting a gap in awareness with- in the industry. Today, this idea is commonplace, but back then, she was one of the first to offer payment plans to travelers. After gaining experience at American Express and Travel Leaders, she decided to start her agency, CB Jones Travel and Events , to claim the full commission for her efforts. Empowering Professionals In 2002, Charlotte Haymore intro- duced the concept of Travel Professionals of Color to Betty. This groundbreaking organization was established to empower agents from underrepresented back- grounds. Recognizing the need for repre- sentation and support, they made it their mission to create a thriving environment for all. Together, the two women founded TPOC. Although the organization had several presidents, Betty took the helm in 2016 and has led it ever since. Building Community Under Betty's stewardship, TPOC has flourished, now boasting over 1,000 mem- bers nationwide. "I have an excellent board of directors," she emphasizes. "Our members share resources, advice, and opportunities that help each other build their brands." TPOC offers mentorship programs, educational workshops, and networking events, all designed to sup- port those who have historically faced barriers in the travel industry. Annual Conference Success One of TPOC's hallmark initiatives is its annual conference, drawing profes- sionals from across the country. The event features panels, workshops, and keynote speakers addressing the unique chal- lenges faced by professionals of color in travel. Last year, over 500 attendees par- ticipated, showcasing the growing demand for dialogue around diversity in the industry. "Seeing so many people of color in one room, sharing their stories, was empowering," Betty shares. "It reaf- firms why we do this work." Advocacy for Inclusion Betty's vision extends beyond TPOC; she aims to influence the broader travel industry to prioritize diversity and inclu- sion. "Our industry should reflect the world we live in," she asserts. "It's about creating new tables, not just filling seats at existing ones." Her advocacy has forged connections and partnerships with major travel brands, promoting diverse hiring and support for minority- owned businesses. Innovative Planning Betty attributes her success to innova- tive planning. She recalls organizing a baptism in the Bahamas with a church group, going the extra mile by connecting with a local Praise & Worship group for a joyful celebration. She has orchestrated unique experiences for travelers, from cooking classes in Italy to farm-to-table adventures in the U.S. One memorable moment was joining a parade in Brazil, a vibrant celebration filled with the Spirit and joy. Her favorite places of travel have been London and Italy. Overcoming Challenges Despite TPOC's progress, Betty recog- nizes ongoing challenges, particularly post- COVID. Juggling her agency and TPOC, she is in the rebuilding phase, focusing on church events and family reunions to maintain a steady business flow. Looking Ahead As TPOC looks to the future, Betty is committed to expanding its outreach and impact. Plans are underway to develop an online resource hub for members, provid- ing access to industry insights and train- ing materials. "Technology is constantly changing, and we will not be left behind," she affirms. My ultimate goal is to help each member and their niches connect to a community of people to help grow their brands and expand their businesses. Work-Life Balance Betty enjoys collaborating with her husband, Colin, a talented graphic artist. "He makes me look good!" she laughs. They share a deep appreciation for the arts and often enjoy date nights that dou- ble as work catch-ups. Living in Savannah, they cherish peace and tran- quility, though Chicago will always hold a special place in their hearts. A Lasting Impact Betty Jones exemplifies community, resilience, and a strong commitment to change. Through TPOC, she has helped to create a platform for professionals of color and ignited a movement within the travel industry, ensuring that diversity and representation are central to the trav- el narrative. As she looks to the future, one thing is clear: Betty Jones and her vision for a more inclusive travel industry are here to stay. industry, where dive- rsity is often dis- cussed but rarely realized, emerges as a change agent. As one of the founders of Professionals of Color (TPOC) has devoted her 40 year career to elevat-