The Consumer Conundrum: A Call to Action for Travel Advisors

As travel advisors, we find ourselves in the midst of a challenging landscape where the "Consumer Conundrum" isn't just about the travelers—it's about us. At the recent Future Leaders in Travel event, we explored the diversity within our industry: 100 different advisors, 100 different business models. While this variety offers flexibility and a broad range of options for travelers, it also presents a significant challenge. The inconsistency in how we operate can lead to confusion and even mistrust among consumers who are unsure of what we do, how we do it, and what they can expect from working with us. This confusion is something we, as professionals, must take responsibility for.

This inconsistency is a significant hurdle, and it’s our responsibility to clear the path for our clients. We must get extremely clear on our process, our value, and what we uniquely offer. Our role goes beyond simply booking trips; we are guides, educators, and experts..??We are guides, educators, and trusted experts. It is our responsibility to lead our clients through the intricate maze of travel planning with clarity and confidence.?Educate, educate, educate should be our mantra.

The content we create should focus not just on promoting beautiful destinations, but on educating potential clients about the value of what we offer. We should be constantly asking ourselves: Are we clearly communicating our process? Are we making it easy for clients to understand what we do? Are we positioning ourselves as the experts they need??

Too often, I see advisors leaning heavily into consortia marketing or constantly posting deals and discounts. While there is a place for these promotions, they shouldn't be the foundation of our marketing efforts. We need to stop solely promoting destinations and start promoting our services—highlighting what we can do, what our unique brilliances are, and how we differentiate ourselves from others in the industry. The choice for consumers shouldn't be between booking directly or with an advisor but rather which advisor is best for them.

For any of my supplier partners reading this, I urge you to consider how you can support this approach in the marketing materials you create. How can you help the travel trade tell the story of your destination in a way that allows advisors to highlight their expertise or tell the story of the experience their ideal client wants to have with your product? The more we can collaborate to emphasize the advisor's role in curating these experiences, the better we can serve our clients.

One of the most disheartening scenarios I often see is when someone asks for a travel advisor in a Facebook group. There’s no context provided, just a simple request, and immediately, dozens of advisors jump in, eager for the business, often without even knowing if they can truly help. This is a missed opportunity for education. Instead of merely pitching our services, we should seize this opportunity to educate potential clients on how to choose the right advisor for their needs.

Here’s an example of how I would respond:

"The value of a travel advisor lies in their expertise. It would be helpful to know where you're looking to go, who you're traveling with, and what type of travel you’re interested in. You want to find someone who specializes in your destination, type of traveler ( i.e honeymooner, family ), or type of travel (i.e adventure, wellness). My name is Christina, and I own Showcase the World Travel. We help overwhelmed families take a break from the busy by handling all the planning, so Mom can enjoy the vacation too! I specialize in planning engaging and educational trips to Europe, bringing history to life through guides gifted at storytelling, scavenger hunts at art museums and historic sites, and hands-on workshops. My team of family travel experts also includes specialists in making theme parks seamless, finding the perfect beach in the Caribbean, and cutting through the complexities of cruising. It’s crucial to find an agent who is the best fit for you. This partnership works best when you connect with someone who matches your communication style and understands your travel goals. I suggest setting up discovery calls with a few agents to see who you click with. During these calls, ask about their planning process, the services they include, and how they make recommendations. Pay attention to the questions they ask you—are they trying to understand what’s important to you and your family? I’d love to get to know you better and see if we’re a good fit. You can schedule a time that’s convenient for you using the link below."

This approach does more than just respond to a request—it educates the potential client on how to choose the right advisor for their needs. It also subtly showcases our expertise and commitment to providing a tailored, personalized service. As an industry, we must seize every opportunity to guide and inform our clients, alleviating the confusion that so many travelers feel. A confused mind never buys.

There are other opportunities we can take to alleviate this consumer confusion. We can create educational content that explains the value of working with a travel advisor, share case studies of successful trips we’ve planned, and even host webinars or Q&A sessions to address common concerns or questions. The goal should always be to position ourselves as knowledgeable guides who can simplify the travel planning process.

The Consumer Conundrum is real, and it’s up to us, as travel advisors, to solve it. By leading with education, experience, and a clear process, we can elevate the travel experience for everyone—one informed client at a time. This brings me to a broader point about our industry. We are in a unique position to shape the future of travel, but we can only do so if we are intentional about our approach. The diversity of our industry is a strength, but it can also be a source of confusion if not managed properly. It’s our job to not only provide outstanding service but also to educate our clients on what that service entails and why it’s valuable.

So, I ask you—are you doing enough to educate your clients? Are you clear on your process and the value you bring? And most importantly, are you leading with education, not just promotion? These are the questions we need to be asking ourselves as we navigate the evolving landscape of travel.

Are you in the industry? Comment below with what other opportunities you think we have to alleviate the consumer conundrum and showcase the value we bring.? Let’s continue the conversation and work together to make our roles as travel advisors indispensable. By doing so, we not only elevate our profession but also ensure that we’re providing the best possible experience for our clients.