As a travel advisor, one important aspect to consider is the size of the group that can be effectively managed. It is crucial to assess how many people the advisor and the ship can handle to ensure a personalized experience for each client. For example, one advisor capped her group at 41 people on a luxury cruise, even though she could have sold 100 spots. The ability to dine together every night on a small luxury ship is feasible up to a certain point, highlighting the importance of managing group size for an optimal experience.
Booking groups offers several advantages for travel advisors. It opens up a new set of clients that may not have been reached otherwise, based on the idea or community the group is built around. Furthermore, if someone associated with the group is unable to attend, the trip may spark FOMO (fear of missing out) and motivate them to book the next group or a similar trip with the travel advisor. Once advisors are comfortable forming groups, they can transition to more complex business opportunities, such as organizing corporate meetings, incentives, or ongoing educational trips for big or midsize companies.
After a trip is over, the focus shifts to maintaining the new and larger stable of clients. It is crucial for advisors to be proactive in ensuring that their clients do not seek services from other sources. Research shows that a significant number of clients switch travel advisors due to a lack of connection. It is not necessarily bad service but rather the feeling of indifference that drives clients away. Therefore, travel advisors should prioritize connecting with their clients on a personal level to retain their business.
Communication is key in building and maintaining long-term client relationships. Regular communication via email and social media is essential, but it is not sufficient on its own. One successful strategy involves sending handwritten cards to clients. By keeping a variety of cards on hand for different occasions, such as birthdays, weddings, thank-you notes, and holidays, advisors can stay top of mind for clients. Personal touches, such as custom-made cards with pictures of shared experiences, can further enhance the connection with clients. Advisors should also make an effort to remember important details about clients, such as their children’s names and ages, to send personalized notes on special occasions.
As a travel advisor, building personal connections with clients is crucial for long-term success in the industry. By managing group size effectively, taking advantage of booking group opportunities, and maintaining regular communication with clients through personalized gestures, advisors can establish strong relationships and retain clients over time. It is essential to prioritize building connections and ensuring that clients feel valued and connected to their travel advisor to prevent them from seeking services elsewhere.