Top 5 Ways to Cater to the ‘Next Level Traveler’ — With Personality, Precision, and Tech Tools
Let’s face it, today’s travelers aren’t just booking a trip — they’re booking a feeling. A story. An experience they can’t get from just scrolling travel hashtags on Instagram or falling into a TripAdvisor rabbit hole. The “next level traveler” is more informed, more intentional, and more particular than ever before — and they don’t want cookie-cutter itineraries or generic resort recommendations. They want meaningful, curated journeys that speak to their soul and their social feed.
This new breed of traveler wants a travel advisor who plays matchmaker between them and their dream destination. That’s where you, the travel pro, come in with all your insider intel, personalized service, and “wow, how did you know I’d love that?” flair. Here’s how top-performing travel advisors are stepping up and standing out to cater to this savvy clientele.
1. Curate Deeper Connections, Not Just Conversations.
Sure, price matters. So do amenities and availability. But at the end of the day, people buy from people they like. Especially when it comes to services that involve personal dreams, special moments, and thousands of dollars.
“The biggest obstacle, and what you need to do at the beginning, is to form that rapport,” says Josh Martinez, co-owner, Enchanted Travel. “That’s the reason that travel advisors exist, to inform them, to lead them in the best direction for what they want to experience.”
Translation? Be human. Talk shop. Share your experience. Crack a smile. “As long as you have a service-minded attitude,” Martinez says, “there’s no reason why they wouldn’t want to work with you.”
Also bring in the tech advantage by using voice memos or video intros to instantly humanize those all-important first touchpoints.
2. Map Memories, Not Just Itineraries
Getting to know your client’s travel style is a little like dating. Surface-level questions won’t cut it — you have to dig deeper. Think: past travel wins and fails, bucket list dreams, and what really makes them tick.
Martinez has a go-to list: “Where have you been before on vacation?”, “What was your experience there?”, “What was your favorite part?”, “What would you want to duplicate?”, “What would you want to change?” He’s not just gathering data — he’s diagnosing expectations, setting the stage to surprise and delight later on.
Dorothy Johnson of SunLover Travel DFW, who specializes in destination weddings and honeymoons, knows how to paint the picture. “I ask my bride to close her eyes and envision herself walking down the aisle,” she says. Beach? Garden? Cliffside at sunset? These little cues help Johnson tailor the perfect setting. Same goes for honeymoons: “Are you wanting to relax by the pool? Is a beach important? Do you prefer a romantic resort or something with a more party environment?”
Again, tech can lead the way. Use AI-generated “inspiration maps” or memory-based trip design ─ asking what moments they want to feel, not just what they want to do.
3. Hyper-Personalize Using Tech + Intuition.
Johnson meets with destination wedding couples to get the full love story scoop — how they met, what made them choose a destination wedding, and even how the proposal happened. Fast forwarding to the actual wedding, each year Johnson chooses three or four brides and surprises them by attending their wedding.
Want to wow your own clients? Start by using your CRM like their personal travel diary. “If something is more prevalent for a client, like they only fly Delta, they only want a swim-up room, they liked one hotel but hated another, we keep all of this in our CRM notes,” Martinez explains.
And don’t underestimate the power of remembering small details. “When you talk about their personal life, keep notes, and then mention it the next time you talk,” Martinez says. “The moment you bring that up, their whole tone will change. Because it just became personal.”
4. Make the WOW Moments Repeatable.
A travel website won’t plan a surprise anniversary dinner, arrange for a room upgrade, or have a bottle of your client’s favorite wine waiting in their suite. You will.
It’s the “above and beyond” touches — those that show you truly get your clients — that set you apart. Think: exclusive excursions, behind-the-scenes tours, custom itineraries, or adding meaning to a trip by reflecting life milestones or family dynamics. What’s more, create a “signature” experience or gift touchpoint that’s uniquely yours.
Johnson has a favorite touch for her wedding clients: “Once my wedding couple has found their resort and we’ve established their room block, I’ll create a website for them. The fee for this website is around $99 a year, but this is a gift I provide to my couple.” The site includes resort photos, wedding details, how to contact her, and tips for guests — an incredible value-add that makes clients feel seen and supported, and no algorithm can match.
5. Stay hungry. Stay curious.
Keep your travel knowledge sharp, your destination lists fresh, and your enthusiasm genuine.
“Knowledge is our biggest tool,” Martinez says. “Tell clients about the pros and cons of different hotels. Talk about how everything operates. This sets you apart.”
Whether it’s attending industry conferences, taking fam trips, or simply staying up-to-date with supplier trainings and newsletters, your expertise is your currency. The more you travel and learn, the more your recommendations will hit the mark — and the more clients will trust you.
Being a great advisor today means being part concierge, part confidant, part tech wiz. These next level travelers are watching closely — and they’ll notice when you go the extra mile. But more importantly, they’ll remember it. And that’s what keeps them coming back.
FROM THE SPONSOR:
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