This article originally appeared in the August issue of AGENTatHOME magazine. Subscribe here to receive your free copy each month.
The term "affluencers" is typically used for high-net-worth individuals with large spheres of influence on social media. However, real-life social interactions also carry a tremendous amount of weight, or so I learned during two recent experiences.
My First Dip Into Affluencing
I was enjoying a hotel club lounge recently with some other guests when one couple mentioned they had just returned from Los Cabos. Right away, there were questions about why travelers would go to Mexico, considering the cartel violence in February.
"It turned out fine," said the woman who had recently returned. "We were worried, but we didn’t experience a single problem, and we felt very safe at the resort."
"Maybe we should go after all," a gentleman said to his wife.
"I told you so," she replied, looking delighted that a trusted third party had validated what she had been saying for months.
Affluencing In Full Action
Travel tips are another popular form of affluencing. Consumers love to get an inside scoop and spread their knowledge like wildfire, and it’s a bonus if the tip is from someone who reminds them of themselves.
How can a travel advisor be part of all this? Create your own tight circle of like-minded individuals and put yourself at the center of it.
One of the hottest trends cited in Embark Beyond’s travel trends report for the first half of 2026 was a surge in the number of private clubs opening up.
"People want a vetted community," according to the ultra-luxury travel agency. "Many, especially younger people, are less socially adept. They want to meet, they crave deep relationships, but don’t want to have to ferret out the right people from a sea of humans."
How To Get In On the Trend
Create a short list of your clients who take multiple vacations per year in a social setting. Ask them to share their most recent trips with one another.
Once they’ve bonded (and they will), reveal that you’ve got some news to share about travel. This should be a list of new resorts and some value-added promotions from your best luxury suppliers. Affluencers might not need a travel deal, but, oh, how they love them.
Once you’ve delighted them by making them industry insiders, unleash them into their microworlds of other affluent people who are just yearning to go somewhere new. Don’t be surprised if your clients suggest these folks come only to you to plan their next trip.
Voila! You’ve earned the new title of affluencer. Congratulations!
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