This article originally appeared in the August issue of AGENTatHOME magazine. Subscribe here to receive your free copy each month.
Gabrielle Estel, Luxury Travel Advisor, Destinations Unlimited
@invitedbeyondtravel
Purposeful anticipation and timing are at the heart of my approach to building client loyalty.
At the time of booking, I anticipate my client’s next interest, and then I become an expert in that area. For example, when I had many clients preparing to go to Japan, I explored other areas of Asia I suspected would be next on their lists. I was ready when they returned from a fantastic trip to tell me, "I loved Japan — now I want something similar, but more." So I booked them to China.
Between journeys, I carefully engineer the timing of every client touchpoint. My favorite time to reach out is after returning from a research trip, when firsthand experiences and stories can spark ideas for a client’s next journey. Rather than using an automated CRM, I personally write every message to share the right idea at the right moment.
Mandee Migliaccio, CEO, Stepping Out Travel Services
@mandee_travels_
After nearly 20 years in this industry, I’ve learned that client loyalty isn’t earned through one great vacation; it’s built over time through trust, consistency and showing clients you’re always in their corner.
I focus on listening first. The more I understand my clients’ travel styles, priorities and expectations, the better I can create experiences that truly fit them. I also believe the relationship shouldn’t end when they return home. Following up after a trip, celebrating milestones and simply checking in remind clients they’re more than a reservation number.
I also believe in being transparent and setting realistic expectations from the very beginning. Clients appreciate honesty, and that honesty builds confidence in your recommendations and your expertise.
My advice to fellow advisors is to treat every client the way you would want your own family to be treated. Be honest, be available and never stop looking out for their best interests.
Tammy Levent, Owner, Elite Travel and Founder, Travel Agent Success Kit (T.A.S.K.)
@tammylevent
I’d say earning client loyalty is actually pretty simple: You have to genuinely care about people.
Our clients have never been just reservations or booking numbers. They are people with families, careers, dreams and milestones, and we’ve always treated them that way.
We celebrate their successes, remember their favorite destinations and treat every vacation as if it were our own because we know those experiences create lifelong memories. When challenges arise, our clients know we’ll be there. That’s how trust is built — one relationship at a time.
We’ve served more than 175,000 clients, and many have been with us since the day we opened our agency. I’m equally proud that some of the travel advisors who joined us in the beginning are still with us today. Whether it’s a client or an advisor, loyalty isn’t something you ask for; it’s something you earn through consistency, integrity and always putting people first.
Katie Brown, Travel Advisor, Travelmation
@itskatiejobro
Since I find most of my clients through social media, I always try to be authentic and share pieces of my life that aren’t just travel related. I post the good, the bad and the funny. I invite people into who I am as a person, not just as a travel advisor. I want them to see me before they ever need me.
When someone knows you, laughs with you and feels like they have gotten a real glimpse into your life, trust starts building long before they ever send that first inquiry. That’s actually why I require every quote to start with a phone call. It gives them a chance to put a real voice to the face, and it gives me the chance to actually get to know them — not just their travel dates. Those calls deepen the loyalty even further, and it’s a big part of why clients keep coming back.
For the latest travel news, updates and deals, subscribe to the daily TravelPulse newsletter.
Topics From This Article to Explore
