Picture this: You’re scrolling through your Facebook feed when you come across a post in your local neighborhood group asking for a travel advisor recommendation. You hesitate for a moment, then scroll right past.
You know what’s about to unfold: the Hunger Games of travel advisor responses. Some advisors jump in with “Pick me!” while others drop links with no context, and the whole exchange quickly turns into a chaotic race for attention.
It’s frustrating. Why can’t we elevate the conversation? Why can’t we approach this with professionalism, clarity and collaboration?
Rather than judging each other’s business models, we should shift the narrative to focus on supporting one another and educating consumers so they can make informed decisions.
It’s time we stop competing with each other and start celebrating the diversity of approaches that makes us unique. Rather than judging each other’s business models, we should shift the narrative to focus on supporting one another and educating consumers so they can make informed decisions.
The Fee Debate: Scams Versus Inexperienced
A major source of tension in our industry revolves around the issue of fees. Advisors who charge fees are often accused of being “scams” by those who don’t charge fees, while those who don’t charge fees are labeled unprofessional or inexperienced by advisors who do.
But the reality is that both approaches can work for different clients. Advisors who don’t charge fees may be starting out, trying to build their client base or operating under constraints. They may feel that charging fees could limit their access to clients. However, this doesn’t make it unethical — it’s just a different business model.
It’s important to respect the different practices within the industry and embrace abundance, understanding that we all can thrive in our own unique ways.
Scarcity Mindset: From Competition to Collaboration
The scarcity mindset — the belief that if one advisor succeeds, others must fail — is at the core of much of the tension we feel. But the truth is, we are not competing against each other. There’s room for all types of advisors in the market. We’re not in competition; we should be in collaboration.
One way to stand out is to really home in on your niche and focus on what makes you unique to attract the right clients for your services. By leaning into your ideal client and specializing in the types of trips you’re passionate about, you can tailor your marketing messaging and streamline your client experience. This not only helps you stand out in the market, but also makes it easier to connect with clients who resonate with your approach and expertise — something that will benefit both your business and your clients.
The beauty of our industry is that we all serve different needs, giving clients the opportunity to find the perfect advisor for their specific requirements.
Let’s celebrate these differences instead of tearing each other down. When we share our specialties and recommend one another to clients who might need a different type of service, we create a stronger, more supportive community. And, more importantly, we face the real competition — which isn’t other advisors but, rather, the online travel agencies, big-box retailers and consumers who may decide not to travel at all because they don’t trust or understand the value of working with a travel professional.
Educating Consumers: Our Role as Guides
Consumers are confused. They know they don’t want to plan their trip alone, but they often don’t fully understand what a travel advisor can do for them, or how to choose the right one. The abundance of options — from online booking platforms and large retailers to a wide array of advisors — can be overwhelming.
This is where we, as advisors, can step in and educate. We are the guides, and our job is to help clients navigate the overwhelming process of selecting the right advisor and the right trip. But it’s not just about us being available; it’s also about helping clients understand what to expect and how to move forward.
When a consumer reaches out for a recommendation, it’s our opportunity to guide them to the right advisor as well as through the next steps in their journey. Rather than simply saying, "Pick me!", we should be explaining what we do, why we do it and how we help clients. This is where the real value lies — clients don’t want to do it alone, but they also need to know what happens next.
Rather than simply saying, "Pick me!", we should be explaining what we do, why we do it and how we help clients.
Here’s an example of how we can make that clear, illustrated by a hypothetical response to that Facebook post asking for advisor recommendations:
“Wow! It looks like you’ve already received some great recommendations here! The true value of a travel advisor lies in their expertise, personalized service and ability to create a seamless experience from start to finish. To get the best recommendations, it’s helpful to share more about where you’re going, who you’re traveling with and what kind of experience you're looking for.
I’m Christina, and I created Showcase the World Travel to help busy families truly leave the daily distractions behind and enjoy the time they have together. Inspired by my own travels — including a childhood trip to EPCOT that sparked my wanderlust — I specialize in crafting seamless Disney vacations and culturally rich European experiences that prioritize helping families connect over engaging experiences such as treasure hunts, artisan workshops and cooking classes.
Our award-winning planning process takes the stress out of vacation planning, ensuring moms can relax and fully enjoy the trip without worrying about the logistics or if everyone is having a good time. We eliminate the overwhelm and ensure your trip is both memorable and effortless — because your vacation should be about making memories, not managing details.
When choosing a travel advisor, I encourage you to ask a few key questions to make sure it’s a great fit: What is their specialty? Does the advisor have experience planning trips to your destination or arranging your type of vacation? You want to make sure they understand your unique needs. What is their planning process? A good advisor will have a clear and organized process that takes the stress off your plate. Ask how they help guide clients from start to finish, so you know exactly what to expect at every step.
How many clients do they work with each month? This can help you gauge how personalized their service will be. Too many clients may mean less personal attention — look for an advisor who has time to focus on your trip.
How do they assist with unexpected situations during travel? Travel can be unpredictable, and a good advisor will not only help you plan ahead, but also provide support whenever issues arise, ensuring peace of mind before, during and after your trip.
I truly believe a great advisor doesn’t just book your trip — they become your partner in making your travel dreams a reality. If you’d like to connect and see if we’re a good fit for your trip, feel free to schedule a quick chat here: [Schedule Your Dream Trip Chat]
No matter who you choose, I wish you an incredible trip filled with unforgettable moments and memories."
Moving Forward Together
Let’s stop seeing each other as competitors and start recognizing that we’re all part of a larger ecosystem. We can collaborate, celebrate one another’s strengths and educate consumers on the value of working with a travel advisor.
By embracing our diversity and offering clear guidance on what clients can expect from us, we help empower them to make the right decision. We are guides, and it’s our job to educate, support and help them navigate their journey, ensuring they have the best possible experience from start to finish.
In the end, when we help each other, we help our clients — and that’s what truly matters.
About the Author
Christina Vieira is a marketing expert with a degree in public relations and extensive experience in marketing, events and sales operations at a Boston-based video marketing platform tailored for digital marketers. Her career in these roles equipped her with a deep understanding of strategic planning, marketing strategy and sales enablement.
In 2019, Christina founded Showcase the World Travel, a boutique travel agency specializing in creating personalized, enriching experiences for families. Her leadership and innovative approach have earned the agency many accolades in the local area and a reputation for exceptional client service.
In addition to her work with Showcase the World Travel, Christina is the co-founder of Magic Made Simple, a platform that provides email marketing templates and coaching to help travel advisors streamline their businesses. Magic Made Simple has been recognized with three Magellan Awards for innovation and business strategy, cementing its status as a leader in the industry. Christina’s blend of hands-on experience and strategic insight makes her a go-to resource for travel advisors seeking to enhance their marketing efforts and achieve lasting success.
