Embracing Uncertainty in the Travel Industry

If you looked at my desk right now, you might not believe it, but I like order. I like organization. I like knowing what will happen next. When I travel, I tend to plan everything out, so I know what to expect. However, over the years, I’ve had to learn to embrace uncertainty. Maybe it’s my seven kids teaching me that life rarely goes as planned, or perhaps it’s my 20+ years in the travel industry that have forced me to adapt.

But let’s be honest, being a business owner and travel advisor in today’s world is still difficult at times. What countries will suddenly shut their borders? Will travel halt overnight? Will concerns over airplane crashes cause hesitation? Could another virus shut everything down again? Will the rising cost of travel deter people? Will global events, whether political, environmental or economic stop travelers in their tracks? After 20+ years in this business, I know that uncertainty is inevitable.

The pandemic reinforced one thing: anything is possible. But rather than living in fear of uncertainty, I’ve found ways to manage it. If you also struggle with uncertainty, here are some strategies that may help:

Control What You Can

While we can’t control the industry’s volatility, we can control how we prepare for it. This means staying informed, maintaining strong supplier relationships, and keeping our businesses financially sound. It also means ensuring we have processes in place to handle disruptions smoothly.

Always Have a Backup Plan

We learned this during the pandemic: when one avenue closes, another opens. Maybe international travel slows down, but domestic trips rise. Maybe cruises face challenges, but all-inclusive resorts thrive. Diversifying what you sell means never putting all your eggs in one basket.

Stay Adaptable

We’ve already proven we can pivot. Whether it was shifting from international to domestic travel, selling road trips when flights were uncertain or focusing on travel insurance as a necessity, we adapted. And we can do it again. The difference now? We have experience in resilience.

Educate Clients on Preparedness

Travelers also face uncertainty, and as advisors, we can help them navigate it. Encourage them to purchase travel insurance, book flexible options and understand potential risks. The more we empower them, the more confident they’ll be in their travel decisions.

Keep a Long-Term Mindset

Travel will always have its ups and downs, but it’s not going away. While short-term disruptions can feel overwhelming, the industry is resilient. Those who stay the course, remain adaptable and continue providing value to clients will emerge stronger.

Manage Your Own Stress

Uncertainty can be exhausting, so managing stress is crucial. Whether it’s setting boundaries with work, taking time to recharge or leaning on a supportive community of fellow travel advisors, prioritizing mental well-being is just as important as business planning.

Turning Uncertainty Into Opportunity

Instead of letting uncertainty keep us up at night, we can use it to our advantage. Every challenge brings new opportunities — whether it’s a new travel trend, a chance to refine our business or a way to serve clients better. The key is shifting our perspective from fearing change to embracing it.

If the past 20+ years have taught me anything, it’s that the travel industry will always be unpredictable. But we are stronger, wiser and more prepared than ever before. And, as long as people have the desire to explore, we will always have a place in this industry.

So, what’s your backup plan? What steps are you taking to turn uncertainty into growth? Let’s navigate this ever-changing industry together.