Advisor Appreciation Day?

Advisor appreciation day … I think a month or even a year would be more appropriate! I recently worked with a client who was traveling to Israel and wanted to book a side trip to Dubai. This couple was a referral from a friend and almost right from our first meeting, I realized I should have charged a huge fee. I waived the fee as the friend said this couple usually booked their own travel and it will be “easy” to work with them, as they are well traveled. However, it was exhausting. They changed the dates, the number of guests, their excursions, you name it. Then they decided to return early and refunded part of their hotel. Not a client I will work with again. This, however, was not the only client who made me jump through hoops, and I know I’m not the only advisor this has happened to. We learn and we move on.

While some clients understand the value of a travel advisor, many take us and our efforts for granted. They don’t always realize the vital role advisors play in their experiences, and don’t fully understand that our expertise and dedication deserve their sincere appreciation. Our knowledge, detailed planning and personal recommendations enhance our clients’ travel experiences, ensuring unforgettable moments and seamless adventures. Or, when things are not as seamless as they should be, we are available to help fix the problem, any time day or night. Our unwavering support, especially in these times, is invaluable. When travelers book their own experiences there’s no one to help them find solutions on the fly, or at least one that won’t cost them a fortune.

Travel advisors provide valuable insights and make travel dreams come true, they provide perks and upgrades and often get steep discounts you don’t find on Google. I know, I am preaching to the choir, but this latest frustrating experience just made me realize once again how much we do and what we go through to make the client experience the best every time.

It is so true that the travel community owes a debt of gratitude to the skilled professionals who make their wanderlust dreams come true, guiding them to explore the world with confidence and excitement. Our efforts, especially during unforeseen circumstances or complex travel arrangements, should be greatly appreciated, but this is not always the case. Some clients will never be happy, no matter how great a job we do, even when everything was perfect and just the way they wanted. Having said that, those clients who return raving about how incredible their experiences were, are the ones who make it all worthwhile. Fortunately, they are the majority, and I am grateful for them.

As if creating extraordinary experiences and keeping our clients happy are not enough, we must do what it takes to keep our business flourishing! This means utilizing effective marketing strategies, which is crucial to showcase our expertise to attract potential clients. We have to utilize various channels like social media and are constantly working to update our websites, highlighting our unique value propositions to build a strong brand presence. This means creating engaging content, including captivating visuals, writing informative blog posts, and most of all, showing client testimonials to help establish credibility and trust with potential travelers.

Leveraging targeted advertising, utilizing strategic partnerships and networking within the industry can also expand the travel advisor’s reach and generate leads, but I have found that personalized social media posts are the most effective, as is engaging with potential clients regularly on social media. Offering personalized promotions often leads to bookings. Loyalty programs, or referral incentives can also encourage repeat business, but word-of-mouth recommendations are by far the most effective.

Implementing a well-thought-out and well-rounded marketing strategy is key, and considering how often social media changes, being flexible and trying new approaches is important, as is consistency. We have to effectively communicate our skills and establish our authority in the industry to ultimately attract and retain a loyal client base.

Last but not least, by focusing on a specific niche, such as luxury travel, adventure tourism or sustainable travel, advisors can offer specialized knowledge and tailored experiences to their clients. This expertise allows them to curate unique itineraries, recommend off-the-beaten-path destinations and provide insider insights that truly enrich the travel experience. For me this niche is African Safaris. I know the areas inside and out and there isn’t an experience that I haven’t tried and tested myself. A secondary niche would be wine tourism and a third, destination weddings.

Niche travel advisors understand the specific needs and preferences of their target audience, which ensures that every aspect of the trip aligns perfectly with our clients' interests. I feel that this commitment to a niche not only sets us apart in a crowded industry but also enables us to deliver exceptional value and create lifelong memories for our clients.

In conclusion, my clients love that I send them promotions that save them money or perks so that they get even more value out of their trip and that I pay attention to their budget. They love that I can tell them which hotels, cruises, or tours to avoid, or book based on my experience or input from a colleague in my network who knows what I may not. I suggest experiences for them to try and challenge them to do something different when I am sure they will love it, because I take the time to get to know them. These are the clients I love to work with and who appreciate the efforts of their travel advisor.

I have a friend who is also an advisor who shared an experience with me recently about a client who just would not choose their excursions and kept asking for more and more information almost right up to the day of departure. When she finally got the booking finalized and the client on a plane, she sent me a text saying, “being a travel advisor is not for sissies!” and she is not wrong!