Ask-an-Advisor: Should I Prepare for a Possible Slowdown? How Do I Even Begin?
This is 2025’s third edition of TMR’s Ask an Advisor series, a regular column where a team of travel advisors tackles questions from others in the industry. All questions from this series have been submitted by readers and vetted by the TMR editorial team. This question comes from an advisor looking to prepare for possible consumer demand disruption.
Dear Ask-an-Advisor,
Coming off of Wave season, I have been experiencing a little bit of a drop off in client inquiries for travel. I know it might be normal, but with talks about a possible consumer slowdown, I’m starting to think about preparing for whatever future may lie ahead. Is it ever worth it to prepare or pivot ahead of time of possible disruption? I wasn’t an advisor during COVID, so the next big disruptive period will be my first.
Anna Harrison, Owner & Travel Advisor of Travel Observations
It is absolutely worth it to prepare for possible business disruptions. I refer to COVID as “The Pause” and the pivots I made during this period were some of the most important changes I made my entire career and launched me firmly into running a multi-million dollar luxury travel business – even after having to rely on unemployment during the pandemic! I used The Pause to redo my website, learn about email marketing sequences, experiment with Facebook ads, create communication workflows, and niche down into my preferred travel destinations and styles. It is ALWAYS worth it to be future-focused and it’s best to start some small adjustments now so that you can reap the benefits in several months.
I also urge you to focus on other tasks other than client acquisition as well. Now is the perfect time to refresh your workflows, immerse yourself in destination training, and perhaps delve into learning about artificial intelligence in the travel industry. Additionally, make sure you know your numbers for your business, and start evaluating what business expenses should be optional or how much you’d like to set aside for future downtimes as an emergency savings. Have a positive mindset, but plan ahead.
Some specific suggestions: review automated email workflows, refresh canned responses, and build out destination libraries in tools like Travefy or AXUS. Update or create welcome guides and email templates, reach out to past clients, and prep materials like holiday cards or cruise port guides in advance. Strengthen your digital presence by refreshing your website, Google Business, and consortia profiles, planning blog or social content, experimenting with AI, or learning new social media skills like Reels or video captions.
Invest in your professional growth by listening to business podcasts, revisiting conference notes, or scheduling strategy calls with BDMs. Build training resources for future assistants, connect with fellow advisors, and explore local networking opportunities. Use this time to research future trips or plan personal travel, test new tools, or simply reenergize with creative inspiration for yourself (don’t neglect your physical and mental health)—whatever helps you stay motivated and ready for your next wave of business.
Finally, absolutely resist the urge to accept clients or trips that are not within your wheelhouse. Never accept a trip request out of a scarcity mindset. You have to leave space in your mind and calendar for trips that are aligned with what you are marketing to your clients.
You’re already ahead of the game since you’re planning in advance – once you start, you’ll realize that you have an amazing opportunity here to work ON and IN your business and that there is so much you can do now to prepare for a fabulous year of travel.
A travel advisor for 10 years and a Conde Nast travel specialist, Anna Harrison is part of the Top Producers Club at Gifted Travel Network and also gives back to the agent community through their mentorship program. She lives in Pittsburgh, enjoying parks, farmers’ markets, and sharing her passion for travel.
Jessica Parker, Founder of Trip Whisperer
I believe we’re all experiencing a period of slowdown from the busy start of the year, so you’re not alone. It is pretty typical between ‘wave season’ and this close to summer. Most of our trips are arranged for summer, but we can always double-check our work and VIP our clients before everyone is off on their trips. Additionally, the economy has caused some pause to travelers worried about their 401ks and some are showing more caution about going abroad.
While we have this grace period, there are countless things that we can never typically get to on any given day such as doing training sessions, attending certain networking events, reviewing your onboarding process and creating content for your marketing channels. Those pesky to-do lists that always seem to be growing and never shrinking – now’s the time to tackle those, which will help you when you’re booking and busy.
Consider your business goals and the steps you need to take to achieve them. Take a look at your data and trip details that could help you identify revenue opportunities or places for growth. You can take the time to do personal check-ins with clients, thank you notes and get creative to engage your client base. You can host an in-person event or webinar with wine to chat about a destination. If people aren’t ready to pull the trigger yet on a trip, you can offer ‘office hours’ to provide some inspiration, confidence in traveling and incentivize them to make plans.
If you’ve always been too busy to take that training on Virtuoso or ASTA Verified Travel Advisor® (VTA) certification programs, do it now! Take those educational webinars that provide incentives, specialists badges and better agent rates or FAMs.
Evaluate your social media channels, newsletter and website for any potential upkeep that you’ve been putting off as well. Think about any lead magnets that could convert and keep positioning yourself as the expert to your clients and new audiences.
Pitch yourself to the local media as an expert with some timely ideas you could speak to. In fact, I am a travel public relations specialist who maintains PR clients and pitching my own luxury travel advisor commentary to the press in Travel + Leisure, AARP, Philadelphia Magazine, Local ABC, and more. It’s helped provide new leads, website traffic and domain authority. If you’re not familiar with media relations, go for the local, approachable outlets and build your confidence as well as hone in on writing good quotes or prepare for on-camera local broadcast TV.
Before completely pivoting, I would suggest chipping away at the to-dos and continuing to build your confidence if you’re relatively new. It can’t hurt to have a side thing that might provide a steady base if you’re concerned about the future. I find it hard to give up on travel PR, and it’s something I’m really good at, so my agency manages both services!
Jessica Parker, Founder of Trip Whisperer, is a luxury travel advisor known for creating magazine-worthy journeys shaped by her two decades of experience. Her background includes working with top travel editors, organizing press trips worldwide, and gaining valuable insights from her time in-house at hotels. Fun fact: Jessica earned her RYA certification in barge school and dreams of retiring on her own hotel barge in France.
Sarah Bonsall, Founder of Latitude 21 Travel
The post-wave season dip in client inquiries is a natural rhythm in our industry, but your concern about potential broader market disruption is timely and wise. While COVID represented an unprecedented, extreme event unlikely to be repeated on a similar magnitude, the principle of being prepared remains critical. Not all disruptions will be global pandemics, but having a flexible, resilient business strategy is always valuable, especially for newer advisors who haven’t navigated significant market shifts.
While market conditions fluctuate, certain fundamental human desires remain constant. Travelers will always seek experiences that deliver personalized service, meaningful connections, transformative moments, and the promise of escape and rejuvenation. You create a resilient foundation that transcends economic cycles by anchoring your business strategy in these unchanging human needs.
During slower periods, focus on strategic preparation. This means developing a flexible approach to your business that allows you to quickly adapt to changing market conditions. Consider diversifying your income potential—perhaps by expanding your destination expertise, exploring niche markets, or finding additional ways to add value to your client interactions.
As inquiries slow, use this time productively. Invest in professional development, refresh your marketing strategies, and strengthen client relationships. Research emerging travel trends, update your knowledge about destinations, and create targeted marketing content that keeps you top of mind with past and potential clients.
Think of this period as a strategic pause, not a setback. The advisors who navigate uncertainty most successfully are those who remain proactive, continuously learn, and focus on the fundamental value they provide. Your ability to offer personalized, expert guidance is an invaluable service regardless of economic fluctuations.
Most importantly, view potential disruption not as a threat, but as a chance to differentiate yourself by doubling down on what truly matters: creating exceptional, personalized travel experiences that speak to the timeless human desire for connection, discovery, and joy.
Sarah Bonsall, Founder of Latitude 21 Travel, is a seasoned travel advisor with nearly three decades of industry experience. Her background spans airline ticketing, government travel management, and call center operations, giving her unique insights into travel services. Sarah now uses that expertise to craft personalized travel experiences through her award-winning agency.
