Why Clients Need Travel Advisors More Than Ever …And How to Show Them

In an era of digital booking platforms and online reviews, some travelers may feel they can handle their own travel arrangements without the help of a professional. But experienced travel advisors know that the true value of their expertise extends far beyond simply booking a hotel or a flight. The world of travel is more complex than ever, with constantly changing entry requirements, fluctuating prices, and a growing demand for personalized experiences.

Here are some thoughts on how travel advisors can showcase their value and prove to prospects and clients that they are an indispensable resource to have throughout the entire travel experience.

Demonstrating the value of an advisor’s expertise and connections

Many travelers believe that booking a trip is as simple as clicking through an online platform. What they often do not realize is that travel advisors bring years of experience, insider knowledge, and valuable industry connections that enhance their trip in ways no online platform can duplicate.

Jennifer Lehman, owner, Vacation Fixation, explains how this can play out: “Many of my clients have mentioned how easy I make their potentially ‘difficult’ vacations. At first, potential clients may think it’s easy to go online and book a trip on their own. And for some, like a couple who wants a simple direct flight and cheap resort, it may be. But for multigenerational families coming from different airports but staying in the same room, or even clients who want to find resorts with pickleball or resorts that have a specific type of massage offered, that’s where a travel agent comes in! Travel agents know the ins and outs of resorts, airlines, suppliers, and the entire business. So we can save them even MONTHS of research in just a few minutes! I can save them hours and hours of waiting on hold to change hotel rooms or flights. And the list goes on.”

Advisors should not be shy in letting travelers know that they can arrange exclusive perks and upgrades with top hotels, cruise lines, and tour operators, often securing room upgrades, early check-ins, complimentary breakfasts, or shipboard credits that clients would not receive on their own. Remind them that an advisor saves them precious time by researching and comparing options, and then curating the best choices based on the traveler’s preferences, budget, and interests. Explain that travel advisors also tailor customized experiences to their clients’ interests, whether it is securing private tours, making restaurant reservations, or designing a fully immersive itinerary. And be sure to describe how advisors are a personal support system when unexpected travel disruptions occur ─ such as flight cancellations, natural disasters, or global health concerns ─ and they expertly step in to handle rebookings and alternative arrangements seamlessly.

Overcoming misconceptions about booking through a travel advisor

One of the biggest challenges for travel advisors is addressing misconceptions that keep potential clients from reaching out. Common misunderstandings include:

• “Travel advisors are too expensive.” Some travelers assume that booking through an advisor is costly. In reality, advisors save clients money through exclusive deals, partnerships, and expert itinerary planning that maximizes value.
• “I can find the same deals online.” While online booking sites may offer discounts, they rarely include the personalized service, VIP perks, and peace of mind that come with booking through a travel advisor.
• “I don’t need an advisor for a simple trip.” Even a straightforward getaway can benefit from an advisor’s knowledge. For example, an advisor can recommend hidden-gem destinations, handle travel insurance, and ensure smooth logistics for every aspect of the trip.

By addressing these misconceptions head-on, travel advisors can reassure travelers that they are a trusted resource providing excellent value.

Showcasing advisor expertise in specific destinations

One of the most effective ways for advisors to prove their value is by positioning themselves as experts in particular destinations. Travelers looking for a truly immersive experience will appreciate an advisor who has firsthand knowledge, insider tips, and strong local connections.

Advisors should showcase any destination-specific training or certifications they have completed, such as specialist programs for Italy, Japan, or the Caribbean. They can also highlight their established local partnerships, which assist advisors in arranging VIP experiences, such as private guided tours, behind-the-scenes access to cultural sites, or meetings with local artisans and chefs.

In addition, sharing personal travel experiences on social media and featuring client testimonials, photos, and success stories about previous trips to a given destination can reinforce an advisor’s credibility.

“I have both a Facebook business page and an Instagram page,” says Lehman. “On those pages I not only post trips that I sell, but I mix in trips that my clients have been on (along with any pictures they allow me to post) and all of the trips I have taken with my family and husband.  I would say it’s a 33% split between deals, client trips and my own trips. That makes potential clients feel very comfortable, knowing that not only have I been to the same places I’m selling, but their friends and neighbors have also chosen me and have had a wonderful vacation.”

Offering add-ons and extra services to enhance value

To further demonstrate their worth, travel advisors should highlight the additional services they provide that clients would not receive when booking independently. Some of the top value-adds include: 1) helping clients select the best travel insurance coverage to protect against cancellations, medical emergencies, and unforeseen disruptions; 2) arranging for private airport transfers, fast-track security clearance, and access to exclusive airport lounges; and 3) arranging local concierge assistance through a personal contact at the destination who can be invaluable for making restaurant reservations, last-minute itinerary adjustments, and insider recommendations.

By packaging these extras as part of their service, advisors can show that their offerings go far beyond just booking travel.

Providing pre- and post-travel support

Another key differentiator for travel advisors is the level of full service they provide before, during, and after the trip. Travelers who book on their own do not receive this personalized support, making it a major selling point for advisors.

Pre-travel services might include assistance with visas, entry requirements, and travel restrictions; packing lists and destination guides; and advance restaurant and excursion reservations. During-travel support can entail providing 24/7 assistance for emergencies or itinerary changes; recommendations for unexpected weather disruptions or cancellations; and personalized check-ins to ensure satisfaction. Post-travel perks might be feedback discussions to refine future travel preferences; VIP loyalty benefits for repeat clients; or special thank-you gifts and personalized follow-ups.

Lehman gives this run-down on how she delivers full-service offerings, surpassing what travelers might expect. “Right after my client’s final payment is made, I sent them an airport and resort tips sheet based on their destination. It will include the country entry requirements, including any tourist card information they need to fill out in advance (like Punta Cana and Aruba), tips for getting through customs, what shuttle drivers to look for (I include pictures), how to get to specific lounges like Couples Resorts lounges or Club Mobay, and tips for the resorts. I also send some things to pack, like long pants for men, towel clips, silicone straws, yeti cups, etc. My clients LOVE having this resource.

“About two weeks prior to the trip, I will send another email just detailing the entry requirements for their country again and make sure they check passport expiration dates, etc. I have had at least 10 couples over the years realize at this time their passports have expired. Luckily, I have sent them the Detroit passport office info and they were always able to drive up and get their passports in time.

“I will also check in with clients on day two of their vacation and see how things are going. If all goes well, the last time I communicate will be a ‘welcome home’ email about two days after they return. This is just to get feedback on the resort and the process of booking.”

Making the case for travel advisors

Now more than ever, travelers need expert guidance to navigate the complexities of trip planning and ensure seamless travel experiences. Travel advisors who effectively communicate their value will not only attract more clients, but also build long-term relationships that lead to repeat business and referrals. In a world of overwhelming travel choices, the personalized touch of a skilled travel advisor remains unmatched.

FROM THE SPONSOR:
At ALG Vacations®, we believe travel advisors are more than just sellers — they’re storytellers, problem solvers, and trusted guides. That’s why we equip advisors with everything they need to showcase their value, from continuous training and education through ALGVPro to marketing support on ALGV360°. Our comprehensive vacation packages include flights, hotels, transfers, excursions, and Travel Protection Plus — helping advisors deliver seamless, stress-free experiences every time. But beyond the bookings, we champion kindness — encouraging advisors to lead with care, empathy, and expertise that clients feel at every step. With Exclusive Perks, loyalty rewards, and dedicated support, ALGV partners have the tools to overcome objections, sell their service fees with confidence, and turn each client interaction into a long-term relationship. Together, we’re taking travel — and your business — to new places.