In an era when travelers are more value conscious yet also more demanding, travel advisors need to be especially savvy. To sell smarter, they must meet their client needs while also identifying suppliers and brands that help them sell with confidence.
The challenges are clear. According to a recent study by Datafy, for example, leisure travelers are increasingly making travel decisions based on cost, access, value and ease.
Choosing the most appropriate suppliers is a key part of the sales process, according to Maggie Stirling, owner of Stirling Travel in Broussard, Louisiana. “I mostly look for reliability in booking with my tour companies,” she said, noting that on the hospitality side, hoteliers that offer multiple brand categories can be especially helpful at meeting the needs of diverse clientele. “When a hotel caters to specific niches, it’s easier for me to pick that property above others for my clients.”
Beverly Hartong, an independent contractor with Destinations & Beyond Travel, an Inspire Travel Group affiliate in Ravenna, Ohio, agreed about the importance of picking suppliers wisely. Consistency of product is among the qualities she looks for — “knowing that the brand is always going to consistently deliver — whether it’s Punta Cana or Cancun, it will be the same experience,” she said.
Effective evaluation of suppliers is also crucial for Stephanie Ellis, WorldVia Academy manager at WorldVia Travel Network. “What I look for in a supplier, more than anything, is the gap between what they promise and what they actually deliver,” she said. “After nineteen years of booking properties and visiting plenty of them in person, I have learned which ones genuinely earn the recommendation and which ones simply have an exceptional social media team.”
Deborah Jarvis, owner of Good Story Travel, LLC, a member of Envoyage in Natick, Massachusetts, also looks for suppliers that make it easier for her to create client-pleasing itineraries. “When selling leisure travel, I’m looking for hotels, destinations and suppliers that appeal to not only my clients, but also to me, their agent,” she explained. “A hotel, resort, destination, or brand should showcase location, amenities and activities, but I also need to know and be able to convey to my clients that this is a hotel, a resort or a brand that I trust, that will take care of them and that will also allow me to take care of them if I need to step in.”
Nicole Bono, founder of Bono Events International in New York City, follows a similar approach to identifying worthwhile suppliers, especially within her luxury niche focus. “For us, the most important qualities are consistency, authenticity, responsiveness and a true understanding of hospitality,” she said. “Luxury today is no longer just about beautiful design or amenities — it is about how a client feels throughout the experience.”
A brand for every segment
As expectations rise, multiple advisors report that hospitality and travel brands that focus on specific niches can help speed the process of finding the right match for each client.
“Leisure sales become much easier when a brand has done the segmentation work upfront,” said Ellis. “When a hotelier has clearly differentiated positioning for specific traveler types, I can match a client to a property with real confidence rather than hedging.”
Bono, meanwhile, reports a shift in luxury travel preferences that makes brand specificity even more important. “Having multiple brand categories allows us to better match a client’s lifestyle, travel goals and emotional connection to a trip,” she said. “A multigenerational family may prioritize space, ease and shared experiences, while a honeymoon couple may want intimacy and privacy. LGBTQ+ travelers often appreciate destinations and brands that demonstrate genuine inclusivity and cultural awareness rather than simply marketing toward them.”
Jarvis also sees segmentation as an effective strategy. “Hotels and brands can increase their reach by defining or repositioning themselves to meet these niche markets,” she said. “Clients are asking specific, pointed questions. Brands should be ready with the right answers.”
The appeal of the all-inclusive concept
As travelers continue to crave hassle-free, high-value vacation options, all-inclusive hotels are enjoying a surge in popularity, according to Stirling.
“They are definitely the most popular vacation because it’s the most stress free way to travel,” she said. “This is why I sell so much Mexico and the Dominican Republic.”
Jarvis also praises this hospitality concept. “The all-inclusive segment continues to be one of my favorites: it’s an easy, worry-free, pre-paid vacation that means clients — and their wallets — can be on vacation,” she said. And the concept’s selling points aren’t just about food and drinks, she added. “All-inclusive resorts also tend to have more to do on property, and again, it’s included,” she said.
Jarvis is especially enthusiastic about the segment’s evolution. “The all-inclusive experience has really expanded and matured, especially over the past decade,” she said. “You can still find those spring-breaker party resorts, but there are so many more options: adults only, family friendly, party vibe, romance, wellness, from value to luxury and truly one of a kind.”
Ellis said the all-inclusive concept’s more upscale leanings have fueled its growth. “The appeal of all-inclusives is as strong as it has ever been, but the expectation has shifted considerably,” she explained. “Clients are no longer willing to trade quality for convenience. The segment has successfully moved upmarket, and clients now expect both: the ease of the format and the polish of a property they would have booked à la carte five years ago.”
Hartong reports a similar shift in expectations. “Clients are expecting more from resorts,” she said. “They’re wanting better food, more entertainment and rooms to be upgraded.”
To stay on top of all-inclusive offerings, Hartong said advisors must get first-person experience. “It's important as an agent to travel, to go see these resorts,” she said. “It amazes me how many agents don't travel. They’ll be logged onto one of the travel agent pages and say, ‘we've never gone to Punta Cana’ or ‘we've never been to Cancun.’ If you're selling all-inclusives, 90% of the people go to those two destinations. I just shake my head and think to myself, ‘why would someone come to you as a travel agent, when you have zero expertise?’”
Finding the balance
Advisors note a variety of selling points that help to boost sales in today’s marketplace. Bono, for example, said some travelers are more focused on ease and accessibility. “Trusted hotel brands with strong regional portfolios can absolutely help simplify decision-making and reduce travel stress,” she said. “Ultimately, clients are looking for balance — they want both inspiration and peace of mind.”
Ellis said proximity has become a powerful selling point. “For a client who does not love a complicated ‘getting there’ itinerary, the difficulty of the journey matters,” she said. “Fewer connections, shorter travel days and a more familiar regulatory environment all factor into how a trip feels before it even begins.” The Caribbean and Mexico’s coast are especially popular destinations for that reason, she added.
Clients concerned about safety are also likely to choose those regions, according to Stirling. She favors properties that are beautiful, friendly and self-contained, describing the Majestic Elegance Resort in Punta Cana as her “happy place” because “there is so much to do at the resort that you never have to leave.”
Regardless of a client’s interests, Jarvis said advisors play a crucial educational role. “A big part of our jobs as travel advisors is educating clients and showing them options that they didn’t realize existed,” she said. “Clients come to us for our expertise. Sometimes we just have to remind them that that’s why they came to us. We all deserve to feel safe and cared for.”
Ellis sums up the advisor’s role handily. “Clients are not just buying a room or a destination,” she said. “They are buying confidence in the person who recommended it.”