The New Rules of Custom FIT: How Travel Advisors Are Working More Efficiently Without Sacrificing Service

Many travelers today expect customization in their travel planning process, especially those who turn to travel advisors to advise them and book their trips. They are increasingly seeking tailor-made experiences that closely reflect their interests, timelines, and travel styles. And this puts custom FIT bookings at the center of many advisors’ businesses.

Along with this expanded market opportunity comes added complexity. The advisors who are meeting the need and thriving are delivering personalization, but they are finding ways to do it more efficiently. This includes leveraging smarter workflows, strategic partnerships, and focused expertise to save time while providing elevated service.

Connecting With Destination Specialists

With custom FIT, some travel advisors make the mistake of losing precious time by trying to piece together every aspect of the trip on their own. It can take weeks to build an itinerary, searching for locations, hotels, transfers, and excursions; and figuring out how to move clients from place to place in foreign countries.

Jamie Tarr, owner, Jamie’s Vacation Experience, overcomes this obstacle “by working with suppliers that specialize in the area that I want to book my clients. I talk with these specialists, and they help to build the trip that I am going to give to my client. The turnaround time for these itineraries is one to three days versus two weeks. This not only helps me to be more efficient, but the overall itinerary is amazing and well put together. It is also about trust because the person that is helping me build the trip is a specialist in that area of travel.”

Vicki Sneed, owner, Vicki’s Travel Designs, also relies on relationships with destination specialists: “Building strong relationships with Destination Management Companies (DMCs) or Tour Operators (TOs) is crucial. Companies that actively collaborate and maintain open communication with the travel agent community bring tremendous value. This demonstrates their respect for travel agents, and enables smoother navigation through the ever-evolving landscape and unique challenges of the travel industry.”

Specialization Streamlines the Booking Process

Specializing in certain destinations or travel styles also helps advisors attract clients who are a good fit. Furthermore, it empowers them to better balance arranging highly personalized itineraries with the need to work efficiently.

Tarr explains how she streamlines the custom FIT planning process “by working with suppliers that have spent years upon years building their brand to build personalized itineraries. I don’t try to recreate the wheel and do it all myself. I work with people who are from the culture, the people who are trained in the areas that I am booking, for example, Europe. This allows me to present a beautiful itinerary that is well respected and loved by my clients, because everything is going to be top notch.”

She continues: “With me moving into luxury and European travel over the past few years, I have realized how much it is valued by my clients for me to have a strong understanding of what I am creating for them. Now, as an advisor, we can’t know everything. But that is where working with partners that are experts in certain areas helps. It’s to have two brains and two ways of thinking. This is always more effective, and really allows for new experiences and opportunities.

“I can tell you, I am beyond thankful for the partnerships, and how we have a system in place. I attract the clients, I collect the information, and I have the partner to help me build it. In turn, this allows me to present to my client a customizable booking just for them.”

Focusing on a travel niche is also a key to efficiency for Sneed, who reports: “By specializing in international honeymoon planning, I’ve found a niche that perfectly connects with couples juggling wedding preparations and seeking expert help to plan a dream destination escape. Often, this is their first time working with a travel agent. Through providing exceptional, personalized experiences, I’ve built a strong referral network and clearly demonstrated the incredible value that comes from partnering with a travel specialist.”

Leveraging Tech Tools

Advisors who utilize advanced tech tools can reduce complexity when planning multi-component, custom trips.

Sneed describes how she uses an itinerary platform during the proposal process. The tool allows her staff to create beautifully designed, interactive proposals that help clients visualize every detail of their upcoming journey, building excitement from the very start. Once clients book their trip, the itinerary effortlessly converts into a user-friendly app that keeps all travel details and documents—from daily activities and exclusive excursions to essential rail or ferry tickets—in one easily accessible place.

“It ensures the clients stay organized and informed throughout their travels, with everything they need right at their fingertips. By offering this platform, we elevate both the planning and travel experience, combining creativity, clarity, and convenience to truly help our clients create lasting memories,” says Sneed.

How to Choose the Right Destination Partners

One of the most important aspects when selling custom FIT is to carefully choose the right destination partners. The support that these travel suppliers provide must resonate with both travel advisors and their clients. The obvious next question is what parameters should advisors use to choose the best FIT suppliers to meet their and their clients’ needs?

“When collaborating with a DMC or TO, it’s crucial to choose one that provides ongoing training for their travel specialists, both about the industry and the destinations they represent,” recommends Sneed. “These specialists should consistently demonstrate key skills like flexibility, effective communication, and the ability to meet clear deadlines. The company must be able to offer a multitude of excursions and experiences to suit a wide range of clients from moderately priced to luxury. The DMC and TO must offer 24/7 customer support to clients while traveling.”

Tarr expects the following from her destination partners: “Responsiveness, timelines, understanding, respect, and willingness to help when something goes wrong. I need to know that who I am working with is going to be top notch and have the same work ethic and mentality as myself. And for me, my mentality is I will do anything for my clients. I am here to create the best vacation experience. These memories last a lifetime, and I always want them to be good. It’s important that I feel that with the partnerships, as well.”

Efficiency or Burnout?
As the demand for custom travel continues to grow, efficiency will be the defining factor that separates sustainable success from burnout. Advisors who take a strategic approach—refining their processes, leaning into their strengths, and aligning with the right partners—will be best positioned to scale without sacrificing service.

FROM THE SPONSOR:
Goway is one of North America’s leading travel companies, offering tailor-made travel experiences to over 115 countries on all seven continents. Goway is a family-run company still owned and operated by Founder & President Bruce Hodge that employees over 800 staff members worldwide. Its headquarters is in Toronto and it also has offices in Vancouver, Los Angeles, Sydney, and Manila. Goway’s team are experts in tailor-made journeys for globetrotters, providing wholesale services to professional advisors. It also has dedicated custom group travel, air, and corporate divisions. Goway is committed to helping travel advisors grow their businesses. This includes providing access to an unparalleled product line featuring 22 travel styles and over 1,000 sample itineraries on their website. Goway also provides sales support from authentic travel experts who know their destinations inside and out and can even join travel advisors on three-way video calls in order to help close the sale. Goway also empowers travel advisors to upgrade their travel knowledge with the free GowayPro Travel Academy and offers cash rewards on every booking they make with the GowayPro Loyalty Program.