If there’s one lesson the last few years have taught us, it’s that the travel industry can change overnight. Advisors who thrive long-term are the ones who plan for uncertainty and build resilience into their business model.
- Diversify Your Client Base
Running a travel agency is just like running any other business—you don’t want all your eggs in one basket. If 90% of your sales are in one destination or one market segment, you leave yourself vulnerable if that area faces disruptions (like a pandemic, political unrest, or natural disaster). That doesn’t mean you shouldn’t specialize—niching builds authority and attracts loyal clients—but smart advisors balance that niche with diversification.
For example, if you focus on luxury river cruises, also expand into small-ship ocean or yacht cruising. If you’re strong in Europe, add a Caribbean or domestic option. By having a “primary niche plus a backup,” you protect your business while still positioning yourself as the go-to expert in your specialty.
- Think balance: Mix leisure and corporate, groups and FIT, luxury and budget-conscious travelers.
- Seasonal planning: Target ski groups in winter, family vacations in summer, and cultural tours year-round.
- Broaden your geographic reach: If Europe slows, you can shift focus to the Caribbean, Asia, or domestic escapes.
A business that spreads risk across multiple streams can withstand turbulence much better than one built too heavily on a single source.
2. Offer Travel Insurance Every Time
You wouldn’t operate a business without liability insurance, right? We all know how important E&O insurance is. The same principle applies here. Travel insurance isn’t optional—it’s a core part of protecting your clients and your agency’s financial health.
- Make it standard: Build it into every proposal and talk about it as part of the value of working with you.
- Protects your income: Cancelled trips often mean lost commission, but insurance can safeguard some or all of that revenue and commissions are exptremely lucrative.
- Builds trust: Clients see you as a professional when you prepare them for worst-case scenarios—not just dream trips.
Advisors who make insurance non-negotiable not only create an extra revenue stream, they also demonstrate they’re serious about running a business built for longevity.
3. Create Recurring Income Streams
One of the biggest risks in travel is that income is tied to bookings. But what happens when bookings slow down? That’s where recurring revenuecomes in.
- VIP Memberships: Offer clients perks like early-access deals, curated destination guides, or a personal concierge line for an annual fee.
- Subscription-Based Travel Clubs: Charge a monthly fee for insider offers, exclusive webinars, or group trip opportunities.
- Retainer Agreements: High-value clients will often pay a yearly planning retainer to have you on call for their travel needs.
This creates predictable cash flow so your business has a foundation, even in slow seasons or unexpected downturns. The advisors considering these options are in for the long haul and creating new and exciting opportunitites for themselves.
4. Stay Visible in Downtime
When travel halts, it’s tempting to go quiet. But visibility is the key to staying top-of-mind. Advisors who continue showing up are the ones clients remember when it’s time to book again.
- Keep the dream alive: Share inspirational content, destination highlights, and personal travel stories.
- Stay connected: Send newsletters, engage on social, or host virtual Q&As to remind clients you’re active.
- Position yourself as a resource: Offer updates on travel restrictions, safety tips, or new opportunities.
Clients may not book today, but they’re always planning tomorrow. If you disappear during a crisis, you risk being forgotten. If you stay present, you’ll be the first advisor they call when the market rebounds.
Your TRUE Accreditation number ensures supplier partners recognize and support you, even in uncertain times. Use the TRUE Supplier Directory to identify commission-friendly partners with flexible policies and reliable backup systems—because in a crisis, supplier stability is just as important as client loyalty.