For the lion’s share of travel advisors, repeat clients are crucial to the success of their agencies. Without them, many advisors believe their businesses would not continue to grow, let alone flourish.
“In my business, repeat clients aren’t just a goal; they are the entire foundation,” said Janel Carnero, an independent advisor with Embark Beyond. “They’re what takes an agency from good to great, giving you the consistency and growth you need to thrive.”
Mark Hennigan, co-owner of Dreamers Travel, echoes that sentiment, noting that repeat clients are “the lifeline and bread and butter of our business.”
“It saves us from marketing to new clients and ultimately keeps our overhead to a minimum — 70% of our business is repeat and referral business,” he added.
We asked six seasoned travel advisors about the importance of repeat business and their strategies for ensuring clients return to them again and again.
Putting the Client First
“At the heart of it, our strategy is simple: We take care of people,” said Tyson Wharton, owner of Sioux Empire Travel. “Whether it’s creating an amazing experience from start to finish or stepping in to resolve unexpected issues that come up during travel, our clients know they can rely on us 110% of the time.”
Carnero of Embark Beyond takes a similar approach to client retention.
“My whole strategy for keeping clients coming back is simple in theory but detailed in practice: I focus on making a real emotional impact that keeps me top of mind,” she said.
That strategy begins with viewing clients as people, not just sales.
“My communication is always clear and immediate, and I follow up right after our calls,” she said.
Each time Lina Sutton, founder of Go Wander Travel Co., works with a client, she makes it a priority to get to know them even better, which allows her to deliver an experience that truly meets — or surpasses — their expectations.
The end result “not only increases referrals and more repeat business,” she said, “but it also means that my ability to turn around and close their sale is much faster, as I can make it a home run nearly every time for the clients I know intimately.”
Implementing Personal Touches
Along with putting clients first, advisors say, is adding little personal touches that can matter a lot.
For example, Katie Lynn Reynolds, lead agency destination wedding coordinator at Travelmation, sends handwritten thank-you notes, which clients receive once they return home.
“I know it’s something they appreciate,” she said.
“In addition, I find myself truly connecting with them, whether on social media or in real life,” she added, noting that one of the most rewarding aspects of her job is watching her clients’ families grow.
Wharton said his agency hands out small gifts such as Sioux Empire Travel sunglasses, which clients can take on their trips.
“We also offer concierge-style service, meeting clients where it’s convenient for them — often with their families — and working on their schedule,” he said.
Carnero, meanwhile, provides perks that vary depending on the customer in question.
“If a client has a dog they have to leave behind, I might send a special toy for their pet before they go,” she said. “For families headed to Disney, I’ll send cookies with their favorite characters to build excitement.”
Making the Supplier Connection
Sharing client information with suppliers is a strategy Carnero highly recommends.
“The real secret is sharing all the intel I have on my clients with our partners: the hotels, destination management companies and guides,” she said. “I truly believe there’s no such thing as too much information.”
She also maintains meticulous files on every client, including their travel preferences, favorite drinks and meals, important personal dates and information on their professions.
Knowing they prefer extra fluffy pillows or a Dr. Pepper in the fridge isn’t just a detail; it’s the key to making them feel truly seen,” she said. “It’s these small things that make a big difference,” she said.
SendingTargeted Newsletters
Another pro tip? Targeted newsletters.
Carol Rowland, principal and director of tour operations for Recess 4 Grownups Travel, sends out weekly newsletters to existing and prospective clients, which she said has become one of her strongest marketing strategies.
“When this idea was first suggested to me, I resisted it for about three years,” she said. “I thought it was a waste of time. But once I implemented it, it became our biggest source of marketing and client reconnection.”
The newsletter serves two purposes, Rowland said.
“It informs clients about upcoming group trips they may want to join, and it inspires them with ideas about various destinations they might consider,” she said.
The format includes an introduction from Rowland, a section on the agency’s groups and an article about destinations or travel experiences.
Subscribers find it in their inbox every Wednesday at 2:53 p.m.,” she said. “I have so many clients who tell me how much they enjoy the articles and appreciate the insights I provide.”
Capitalizing on Technology
Technology can play a formidable role in boosting business, whether it’s through agency tools or social media outlets.
“Our CRM system and automated emails are our saving grace — they make us look like champs,” said Hennigan of Dreamers Travel, noting that the agency is able to send meaningful touches to clients such as birthday wishes — in which the team sings a message to clients — annual happy anniversary notes to past honeymooners and notifications about expiring passports.
Sutton of Go Wander Travel Co. stays connected to her client base through her email marketing list, social media channels and direct targeted marketing initiatives.
“For example, if I come across an experience, hotel or destination that makes me think of clients and that I think they’ll love, I reach out to share about it,” she said. “When they feel seen and heard, that reflects in their experience with me from start to finish.”
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