Travel is an emotional journey, and a big-ticket purchase as
well. Dreams, creating memories, aspirations, lifestyle, relaxation, and health
all rolled into a few days away or a few weeks away - stepping away from
reality and our daily lives.
Given that taking a trip is a big deal for most people, can
travel advisors successfully navigate the dual role of counselor and travel
agent? Yes, travel agent. Not a dead career despite more than 25 years of the
Internet killing off the travel agency business. The mounting complexities of
travel in today's world are job security for travel advisors.
Obviously, the mechanics of travel planning - designing
itineraries, booking the correct travel components of a trip, making payments,
handling logistics, dealing with airlines and airports, explaining cancellation
and change policies, and discussing travel insurance - are part of the job.
Also, understanding required travel documents, passports, government rules, and
international protocols can't be ignored.
Making sure your guidance prevents clients from making
mistakes is another responsibility. Every day involves crisis management and
problem-solving. Travel advisors always come to the rescue and save the day -
something the profession rarely gets credit for.
The most important responsibility of all: travel advisors
have a fiduciary duty - duty of care, duty to inform, duty to warn.
This is a big subject and includes matters related to
liability and customer waivers. I will save this topic for another day.
When I was a travel advisor, I changed hats many times in a
day - attorney, financial advisor, therapist, and doctor. I often said I knew
more about a person's health than their own doctor. Of course not, really, but
I was always surprised by what some clients shared with me about their personal
lives.
This is where the practical management of a client's trip
crosses into a very personal journey.
Consider the emotional elements of planning a vacation,
being on vacation, and returning home with memories that last forever.
Let's break things down into two categories.
The first category: worries and concerns leading to
anxiety
- A
client's time is precious. They have busy lives.
- They
plan to spend quality time with friends and family—something they likely
don't do as much as they would like.
- They
are going to spend a lot of hard-earned money, and travel costs are going
up.
- They
have natural fears about money, food, cultural differences, language
barriers, what to wear, unfamiliar places, and transportation delays and disruptions.
- They
worry about safety, risks, hassles, other travelers' behavior, and whether
all the services they have purchased will be delivered.
The second category: fun elements with lofty expectations
- A
client carries vivid images of what they will see and do on their trip. Help
your clients see themselves living in-destination, pursuing their dreams.
- Popular
culture, movies, TV, music, books, sports, and social media influence
them. Play along. It's fun.
- They
are excited thinking about how wonderful the trip will be. They think
about their health and how getting away will help their mental and
physical well-being.
- They
will indulge in luxury - maybe it’s accommodations, culinary pursuits,
bespoke experiences, or upgraded transportation alternatives.
Take the journey with your client. Travel is aspirational.
Travel is transformative. Travel is life-changing. Travel creates unforgettable
memories.
What should you do to be professionally awesome?
Part of your job is to guide your clients. They look to you
for validation of their objectives and desires.
You must be patient with them. You know they don't read what
you send them. They don't fully prepare for their trip until the last minute.
They don't check their passports in advance unless you ask to see them. They
don't remember everything you tell them.
Have a plan to address these elements for every client.
Design a step-by-step process. Set up touch points along the way. Keep your
clients excited and engaged. Build your brand. Be special. Be invaluable.
When I was a travel advisor, I loved hearing a client say,
after I told them, "This is what I recommend. I believe it fits you
perfectly." And the client said in return, "Whatever you say. I trust
you. You have never steered me wrong."
Exceptional travel advisors don't just plan trips - they
take the journey alongside their clients.
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