From One and Done to Lifelong Loyal: How Advisors Turn First-Time Bookers into Forever Clients
In an industry where competition is just a click away, turning a first-time client into a lifelong customer is the holy grail for travel advisors. Today’s travelers may find advisors through a referral, a social media post, or a Google search — but keeping them coming back is all about the experience they deliver before, during, and after the trip.
The most successful advisors aren’t just selling vacations — they’re building trust, anticipating needs, and making clients feel truly seen. That kind of high-touch service creates loyal fans who come back for their next journey, and the one after that, and tell their friends to do the same.
In this article, we dive into what it takes to make those first interactions count, how to build genuine relationships, and which thoughtful practices help turn first-time bookings into long-term partnerships.
Nailing That First Communication
As with any human interaction, that first communication with a prospect sets the stage for the entire relationship. The goal is to make a memorable first impression, and to have clients feel valued from the beginning.
Janelle Holton, owner/advisor, Pixie Planners Travel Co., explains her strategy: “I always start new client relationships with a discovery phone call. This provides time to get to know them and their vacation dream/style a little better, but also provides an organic way to connect with them during the course of conversation (for example, “Oh, I grew up in Texas, too!” or “My kids also play soccer, so I totally understand the weekend craziness!” etc.).
“I have found that anything that makes me relatable as a person, as opposed to someone selling them something, has a positive impact on the future client relationship. A conversation is a great way to communicate to future clients who I am, my organization skills and expertise on the subject matter, as well as establish trust that their vacation time, money, and memories will be protected when booking their vacation with us.”
Pumping Up the Personalization
Keeping a keen eye on personalizing communications and trips for clients can lead to loyalty and make rebooking more seamless. Technology makes this a manageable approach.
Nikki Hendrix, VTA, president & CEO, Favorite Grampy Travels, describes her agency’s gameplan: “Our CRM is our number one tool to make rebooking a seamless process. Not only can we send personalized and targeted marketing materials to our clients, we also use our CRM to store valuable information such as legal names, birthdays, allergies, relationship statuses and medical needs. In communications, we use their names often. Instead of asking a repeat client “Who will be coming on this adventure with you?” we will ask “Will your brother Kevin and your in-laws be joining this year, too?” Small touches like this make our clients feel special and known.”
Holton also relies heavily on her agency’s CRM: “I keep incredibly detailed notes in our CRM, VacationCRM. This not only helps with future targeted marketing, but makes repeat guests feel special when I am able to reference things they loved or were important to them on their previous vacation. We send happy birthday and anniversary emails throughout the year, and I proactively reach out to clients ahead of ‘big’ birthdates or celebrations about planning a celebratory trip!”
Crafting Cross-Selling Opportunities
Another benefit to really getting to know clients is the increased opportunity to cross-sell destinations and experiences based on their travel profiles.
For instance, Holton describes: “As my knowledge of various locations around the world has grown, it has opened doors to clients for trips that were not previously on their radar. For example, I recommended an itinerary in Belize that included a boutique hotel and was filled with active excursions to a couple who had previously enjoyed a very excursion-heavy Hawaii vacation. Following that trip, I suggested an all-inclusive vacation at Xcaret Arte, and they fell in love with the destination, repeating the trip the following year.”
Retention Strategies That Really Work
Travel advisors can gain an advantage by identifying retention strategies that are best suited to their client base. When employed regularly, these are the types of operational procedures that inspire repeat customers.
This is how Hendrix makes it work: “Clients keep coming back to Favorite Grampy Travels because of our genuine passion to help, timely communications, and valuable expertise. Leads are contacted by an agent within five minutes of submitting a request online. Unless it is urgent and needs immediate care, we strive to return client phone calls and emails within 24 hours. This timely communication builds trust. Our clients know they can count on us to be there for them when they need us.
“Our Concierge Travel Advisors stay up to date on changes affecting their specialties so they can provide accurate information and care to our clients. Clients return time and time again because they know we are the experts and will create an experience for them that they would not easily be able to design on their own.”
Examples That Are Sure to Inspire
It’s always good to drill down into the details about what fellow travel advisors are doing to successfully turn one-time bookings into long-term client relationships. Here are two examples that are sure to inspire.
Some food for thought from Holton: “Once a family from my kids’ school reached out to plan their vacation. Dad was very opposed to using someone within the community in case something went wrong, but Mom wanted to support a local business. She told me I had one chance to prove to her husband that this could work. In a combination of excellent service (keeping them organized with payments, important dates, and a seamless vacation experience) and finding a promotion that saved them over $2,000 after they had already agreed to the higher price, locked in not only their future business over the past eight years, but led to a friendship.”
Favorite Grampy Travels also has their fair share of wins to report. This is how one of Hendrix’ travel advisors recounted their approach to securing repeat business: “I helped plan a Guys Getaway for a client. They booked it in October (and are finally traveling next month). He loved my responsiveness and how I worked with him, and a week later, he came back to me sharing all of the other trips that he wanted to take, and asked if I could help him. Since then, he has booked a Disney trip, two suites at Disneyland Paris for a week, two staterooms on the Star (one of them a Sky Level Suite), two more Universal trips, and more to come. He looks at me like I am on his payroll (haha!) and will randomly send me tips. I have continued to nurture that relationship by sending Disney stickers to his young kids before their trip, and sending some cookies as a thank you another time.”
Don’t Forget the FAMs
One of the biggest concerns for travel advisors in our hyper-paced world is how to keep up with new offerings, trending destinations, and overall market interest in the vast, global travel industry.
Participating in FAM trips, attending webinars, and engaging in ongoing education give advisors firsthand knowledge and insider insights that simply can’t be found in online searches. These experiences allow advisors to speak with authority, make personalized recommendations, and uncover those “wow” moments that turn a good trip into an unforgettable one.
“As my team and I expand our portfolio and learn about new locations and meet new partners, we love to share that information with past, current and future clients via our social media sites,” says Holton.
Ultimately, staying informed not only boosts an advisor’s confidence and credibility — it also builds client trust and drives repeat business.
FROM THE SPONSOR:
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