How Top Advisors Cut Through the Clutter to Build Trust and Win Clients
In a travel marketplace overflowing with options and influencers, cutting through the clutter to reach prospects is a daily challenge for travel advisors. What’s more, capturing their attention is just the beginning. Securing the booking also requires building trust and delivering a personalized approach that resonates with travelers.
We asked top advisors to share how they are standing out from the crowd, winning loyalty, and turning curiosity into conversions.
Trust Cuts Through the Noise
The first task is for travel advisors to strategize and set a smart plan for how they will slice through the massive amount of travel possibilities available today to catch the attention of travelers.
Jessica L. Amato-Bream, CTA, owner/CEO, Global Expeditions, explains her approach: “People are overwhelmed by resort options, destinations, ads, and social media. It can all be super confusing, which is why travelers need recommendations from someone they trust. Our business has been built on our repeat clients and referrals, and that foundation hasn’t changed.
“What has changed is how new clients find us. Having strong, genuine reviews and a consistent Google presence, updating our profile, and sharing real travel photos, has become the new word of mouth. When travelers see real feedback that aligns with the experience they’re looking for, it resonates, and they feel confident working with us.”
Amy Westerman, chief magic officer, The Curated Travel Collection, LLC, also leads with a game plan of trust. “There are so many influencers with perfect, filtered photos. We have found unfiltered real conversations catch their attention and give them permission to think of destinations they may not have thought of, to give them a more intentional vacation. One of our advisors will ask a client, ‘Are you married to that destination or vacation?’ She asks this after having a discovery call. These types of conversations are giving our team the trust above all else.”
How to Build Trust Quickly
In our time-pressed world, advisors must also outline a blueprint to build trust quickly with a prospect or client in order to close the sale efficiently.
“Trust is built quickly by leading with confidence and clarity,” says Lindsay Foerster, president/CEO, Foerster Travel, Inc. “I establish credibility early by demonstrating expertise, asking intentional questions, and guiding the client through the decision-making process instead of overwhelming them with options.”
She explains further: “It is ill-advised, at least for my team, to send a quote out without having had some sort of conversation with the client about their needs. I’m transparent about pricing, timelines, and trade-offs, and I’m decisive in my recommendations. When clients sense that they’re working with someone who knows the landscape, anticipates issues, and has a clear plan, they feel secure moving forward. At that point, the close isn’t forced; it’s a natural next step because the value is clear and the path forward feels easy.”
An open flow of communication is the foundation of establishing trust at Amato-Bream’s agency as well. “Strong communication, responsiveness, and consistent follow-through are essential to building trust with clients,” she says. “We make it a priority to respond to inquiries as quickly as possible, even if we’re not yet ready to provide quotes or recommendations. Simply letting clients know we’re here, working on it, and will follow up within a specific timeframe reassures them that they’re being taken care of and helps them feel confident moving forward with us.
“We set expectations around timing and next steps, and we follow through when we say we will, even if we are still working on things. That consistency lets clients know we’re on it and will follow through. Picking up the phone is also incredibly important to me, because it creates a connection you won’t get through email or text.”
Personalization is Key
Another linchpin in rising above marketplace noise is personalization. It’s no longer an added value that advisors can choose to provide, it’s a client expectation they must fulfill to remain relevant. There are countless ways advisors can tailor their approach to each traveler’s needs.
For instance, Amato-Bream describes: “We first need to take the time to understand what matters most to each traveler and what’s important to them on this trip. That allows us to tailor recommendations, trip pace, accommodations, and experiences in a way that is intentional for every client. Some clients prefer a highly detailed, hands-on approach, while others want far less guidance but with our support available when needed. By listening first and making recommendations after, we’re able to create a more personalized experience for each traveler.”
Similarly, Foerster details how personalization plays a leading role in her success with clients: “Personalization is at the core of our success because no two travelers, and really, no two trips, are ever the same. We tailor our approach by taking the time to understand each client’s priorities, travel style, and non-negotiables, whether that’s flexibility, value, luxury, or once-in-a-lifetime experiences.
“From there, we curate options instead of overwhelming clients with choices, pairing our industry knowledge with personal insight to create recommendations that actually make sense for them. That higher level of customization not only elevates the travel experience, but it builds confidence, loyalty, and long-term relationships because clients know their trips aren’t being treated as one-size-fits-all.”
Tap Into Partner Resources
Setting strong industry partnerships and tapping into the resources they provide also gives advisors a leg up on the competition.
“We work with preferred partners, including DMCs on the ground, to offer unique experiences and honest intel on what is happening in a destination,” reports Westerman. “Yes, we all travel and experience as much as possible, but when selling global travel, we cannot know if a place or tour we loved even four years ago is still a great option. Places go under new management, and things close. We rely on our local experts to help you know these things. And we invest heavily in these partners.”
Foerster concurs. “Centralized partner resources play a critical role in helping us stay visible and relevant in a fast-moving marketplace by allowing us to access up-to-date information, preferred pricing, and timely promotions so we can quickly connect the right opportunity to the right client,” she describes.
“More importantly, they help us show up consistently, as informed, proactive advisors, rather than reactive order-takers. They have also helped us systematize our processes, which makes us more efficient. When we’re equipped with the right resources, we’re able to communicate with purpose, add value in real time, and stay top of mind with both clients and partners.”
It’s Still All About Relationships
With all the buzz about AI changing the face of travel, this business is still all about relationships. And that rings true for connections made and maintained with clients, suppliers, and advisor peers alike. It may not be on the cutting edge of technological advances, but focusing on relationship building is a critical element for advisors to stand out and stay ahead.
“Relationships are so important in this industry. Taking the time to pick up the phone so clients can hear your tone, remembering their family, their last trip, and the details that matter to them builds a real connection that leads to long-term trust and loyalty,” espouses Amato-Bream.
“That same relationship-focused approach applies to suppliers as well. Strong supplier relationships lead to better partnerships, support, and advocacy for clients when things don’t go as planned. In an industry where technology and AI continue to grow, those personal relationships are what truly set advisors apart.”
Advocacy, Not Transactions
We bring you one more parting thought, from Foerster, about how she has successfully distinguished herself and her business in a crowded marketplace.
“I’ve differentiated my business by shifting the focus from transactions to advocacy. We don’t just book travel; we proactively manage it,” she says. “That means anticipating disruptions, monitoring changes in real time, and stepping in before clients even realize there’s an issue. When things go sideways, our clients know they have a team that will stop at nothing to protect their investment and their experience. That level of hands-on service, combined with deep industry relationships and honest, strategic advice, sets us apart.
“It’s not about being the cheapest or the loudest, but about being the most dependable, and that’s what keeps clients coming back and referring others.”
FROM THE SPONSOR:
In a travel landscape filled with noise, trust is your greatest differentiator. At ALG Vacations®, we’re committed to helping you earn and keep it. We believe Travel Advisors Get You There and we’ve partnered with travel advisors to provide not just exceptional vacation options, but the tools and support that elevate your expertise. From dedicated BDMs who understand your goals, to specialized assistance through our Premier Destination Desk, and ongoing professional development with ALGVPro, we equip you to show up confidently, communicate clearly, and deliver personalized experiences that inspire loyalty. When you have the right partner behind you, cutting through the clutter becomes easier—and turning conversations into lifelong clients becomes second nature. Follow along on social media to see the many ways we continue to champion your success, now and always.
