World headlines may be giving clients pause when it comes to booking their trips, but travel advisors and industry representatives are using their expertise to address worries, provide real information, and offer alternatives if necessary.
“When a client brings up concerns, I acknowledge [them] first,” says Nichole Winter, Travel Advisor at Destination Vacation in Annandale, Minn. “They are not wrong for asking. Then I bring context. Headlines are often broad, but travel decisions are very specific. I explain what is actually happening, where it is happening, and whether it has any real impact on their destination, resort, or travel experience.” She adds: “My goal is not to dismiss their concern, but to replace fear with clarity so they can make a confident decision.”
Control the Narrative
Victoria Fricke, Owner of Vic’ Vacations in Indianapolis, Ind., proactively addresses possible client apprehension. “It would be far easier to wait for someone to ask about a concern, but then I’m not coming from a place of authority and education,” she says. “I’m responsive and proactive. I always want my clients to know I’ve got their back. Sometimes it means getting ahead of what they’re about to see on the news. I find that shapes their view of the headlines to take what they read/see with a bit more of a grain of salt.”
Terri Jobe, President of Blue Water Travel in Lake Lotawana, Missouri, also strongly believes “in being proactive rather than reactive.” She says: “During the recent headlines involving Puerto Vallarta, I reached out to clients with upcoming trips to Cancun before they even had a chance to worry. That communication helped me preserve several bookings and, more importantly, reinforced their confidence in traveling.”
Sometimes that does mean pivoting to another destination if that’s what clients want as was the case when one of Jobe’s clients wanted to change their Puerto Vallarta vacation during that timeframe. Working with trusted partners also helps. “Because she had travel protection, I was able to step in immediately,” says Jobe. “After advocating on her behalf and working closely with ALG Vacations®, we changed her destination to the Dominican Republic. Thanks to the leadership at ALGV, she did not have to use her travel protection, received a full refund for the hotel portion, and exchanged her airline ticket. She ultimately had a fantastic vacation!”
Jim Tedesco, Vice President, Sales for ALGV, stresses that advisors need to know that they are never going to be able to entirely control the narrative. “The media, especially social media, is out of our hands, so the first thing to do is acknowledge that, as an advisor, sometimes you’re going to find yourself fighting against sensationalist headlines and fake news.”
He adds that what you do get to control is your flow of information. ““It’s our job to provide all the facts, then step back and let travelers come to a decision. Don’t try to convince someone—that never ends well. Instead, let your clients see for themselves what’s going on in a destination, what the airport experience is like,” he says. “This is why FAMs and industry events are so valuable. Lean into your own travels and what clients report back. And, most importantly, don’t pressure customers with a right or wrong answer. Show them you are a professional who has the knowledge and the creativity to put together a vacation that’s right for them.”
Build Confidence Through Facts
Staying informed through reliable sources without feeling overwhelmed is a key part of a travel advisor’s job. “I stay connected through trusted industry partners, destination specialists, and direct contacts on the ground,” says Winter. “I also pay attention to official updates and what is actually impacting travel, not just what is trending.” She adds that not everything needs to be passed on to clients. “I am very intentional about filtering information,” she says. “My role is to take in the noise and translate it into clear, relevant guidance.”
Verifying news headlines accurately is important and “provide clients with clear, factual context,” according to Kelly Messina, Senior Director of Leisure Sales for the Las Vegas Convention and Visitors Authority. “Find out where the issue is taking place and the relation to where the client will be,” she adds. “Many times, the headline is referencing a specific area, and it will have little to no impact on their trip.”
Advisors can help by checking trusted sources if a client has questions or concerns about something they've read online, stresses Jeffrey Yau, Vice President – Travel Trade & Aviation Industry, USA at VisitBritain. “Official tourism board websites, along with local embassy or government travel pages, offer clear and up-to-date information about a destination. Official tourism boards also have dedicated travel trade teams that advisors can reach out to.”
Fricke agrees and uses government and destination resources, as well as multiple news outlets. “I try to find local headlines that prove/disprove what is being said,” she says. “One big thing to note here is I also try to find what my clients will see on social media. Often there are click bait creators who will immediately jump into a situation for views and that lens is the one I focus on clarifying.”
Jerry Cito, Chief Sales Officer at New York City Tourism + Conventions, says that “with the volume of information available today, the role of a travel advisor is more important than ever.” He continues: “Clients are seeing a constant stream of headlines and commentary, and it is the advisor’s job to bring clarity, context, and perspective to what actually matters for their trip.”
His advice is to focus “on reliable, on-the-ground insight. Official tourism organizations, local partners, and industry networks help provide a more complete and current view of a destination. From there, the conversation shifts to what travelers are actually experiencing. Facts and data are important, but real examples and recent traveler experiences help clients picture the trip and feel comfortable moving forward.”
Winter agrees in using real experiences to build confidence, calling them “powerful.” She adds: “I often share what other clients are experiencing in the same destination right now, or recent feedback from travelers who have just returned. That real current perspective is far more impactful than general information. It allows clients to picture themselves there and feel confident in their decision.”
Teresa Gonzalez, Manager/Owner of Gulliver’s Travel Duck Creek in Bettendorf, Iowa, will even visit the destination herself to get accurate information. “I prefer to see it for myself,” she says. “When possible, I will put myself in the experience and hop on a plane and go to a destination or to an airport to see what’s really going on for myself.” She adds, “I never want to convince someone to do something that they’re not comfortable with. I feel like if I show them by doing it myself, it has a lot more trust value. They can watch my experience and choose for themselves if they think they would be comfortable doing the same thing.”
Guiding Decisions
Asking questions can help clients make informed decisions when they hesitate, says Winter. “I ask a variety of questions to help really hear what their true concern is,” she says. “Is it safety, value, timing, or uncertainty? Once I understand that, I can address it directly. I also remind them why they were excited about the trip in the first place. Bringing them back to their original vision often helps them move forward with clarity.”
Winter adds that keeping control is key whatever the choice. “When you stay calm, informed, and clear, clients naturally follow that lead,” she says. “I also remind them that I support whatever their decision is. Sometimes I say in a light tone of voice ‘If you have too many concerns or still feel unsure, there are enough beautiful destinations to pick from. Let's just pivot.’ This alone is so helpful.”
Tedesco says that “clients hesitate for lots of different reasons.” He explains: “Figure out what’s causing your customer’s concern. If it’s safety, start with the facts. Speak from experience. Then remedy the issue directly.”
Travel protection and insurance also helps when you need to reframe concern, says Gonzalez. “Obviously having the insurance which allows them to cancel or change up to the day before departure definitely helps, but people do want to feel confident about where they’re going and excited. I mean it is a vacation.”
Building Trust
Clients need to trust your knowledge and that you will always protect and do what’s best for them. “Consistency and honesty” are important to building trust says Winter. “I am transparent,” she says. “I communicate clearly, and I stay engaged throughout the entire process. Clients trust that I am looking out for their best interest, not just the booking.”
She adds: “I lead with calmness, ask thoughtful questions, truly listen, and bring the focus back to what originally excited my clients about the trip. I also ensure they know there are options and that we can pivot when needed.”
Fricke shares accurate resources to build upon the trust her clients have in her. “If they’ve followed me on social media for any length of time, they’ve seen me show up as authentic and honest,” she says. “They know I’m not a polished news PR spokesperson or politician. I’m their trusted source in travel and because they know that they tune in to at least listen to the lens I share.”
Jobe agrees that the true value of a travel advisor comes in during the challenging times. She says: “We don’t just book trips—we monitor situations in real time, provide context beyond headlines, offer thoughtful alternatives, and advocate for our clients when it matters most.”