The beginning of each new year provides travel advisors with the opportunity to exceed their own expectations from a business standpoint — particularly if they sidestep errors that could potentially dampen their business prospects.
Some mistakes that savvy advisors caution against include resting on one’s laurels from the previous year, not focusing on retaining existing clients and not creating a clear and concise 2026 road map to steer the business far into the future.
Here are some of the most common — and overlooked — missteps to avoid in the new year.
Gaining Momentum
Although it’s easy to be lulled into a false sense of security after past successes, getting overly comfortable or cocky could negatively affect business going forward.
“One of the biggest mistakes advisors can make going into 2026 is taking their foot off the gas after a strong year,” said Tyson Wharton, owner of Sioux Empire Travel. “Momentum is easy to lose if you assume success will sustain itself.”
The advisors who will continue to win are those who stay consistently in front of their clients, remain visible and intentional on social media, and commit to ongoing education as the industry evolves, he says.
“Staying disciplined, staying relevant and never getting complacent is what separates long-term success from short-term wins,” Wharton said.
Travel advisor helping clients understand the ins and outs of their travel arrangements. (Photo Credit: Lightfield Studios/Adobe Stock)
Setting Goals
It is imperative that agents create business plans with clear and concise goals.
“If you do not have a written-out goal, how do you even know what path you are on?” asked Mark Hennigan, co-owner of Dreamers Travel. “You can’t drive from New York to Seattle without a road map — what does your 2026 road map look like?”
In addition to spelling out their goals in writing, advisors would also be well-served to put systems in place to work smarter, not harder, such as auto emails within a CRM system, he suggests.
Creating a marketing campaign — which may include strategies for ad campaigns, capitalizing on co-op funds or ramping up one’s social media presence with daily posts — will edify advisors on where and how they are targeting their business, Hennigan adds.
Retaining Existing Clients
A pro tip from many veteran advisors: Do not overlook your existing client base when seeking new business.
“After 30 years in this industry, I’ve seen advisors make the same mistake repeatedly: chasing new clients while the ones who already trust them quietly slip away,” said Kim Cook, owner of Love to Travel. “That’s exactly why our 2026 strategy at Love to Travel prioritizes retention over acquisition.”
Your existing clientele already understands your value, she says, yet too many advisors only reach out when there’s a booking on the horizon.
“That silence erodes loyalty faster than anything else,” Cook said.
Don’t overlook your existing clients. (Photo Credit: Ensemble)
In 2026, she says Love to Travel is focused on staying visible between trips via thoughtful newsletters, destination insights and meaningful social media engagement.
The agency is also making post-travel client follow-ups nonnegotiable.
“That simple check-in strengthens relationships and naturally leads to repeat bookings and referrals,” Cook said.
Particularly in the luxury space, clients aren’t just buying a trip; they’re buying continuity and advocacy, she notes.
“Advisors who remember preferences, nurture relationships and remain present beyond the booking will earn deeper loyalty, higher-value bookings and sustainable growth in 2026,” she said.
Articulating Your Value
The growing number of new agents entering the marketplace each year is not necessarily a bad thing.
“This is good news for all of us,” said Anna Tretter, CEO of Tretter Travel. “What is becoming increasingly important, regardless of how long you’ve been building your business, is being able to clearly articulate why you are uniquely different. Failing to clarify your unique value proposition is a recipe for blending in with the crowd.”
Similarly, Talitha Park, the top-producing advisor at Anew Travel, notes that one of the biggest mistakes advisors can make is being all things to all people rather than focusing on the clients who are right for their business.
“Clarity and focus are what drive real profitability,” she said.
As the saying goes, the devil is in the details.
“Do not send quotes without qualifying the client; not all business is good business,” said Hennigan of Dreamers Travel. “If your client cannot spare a few minutes on the phone, chances are they are shopping you or they are not your aligned client.”
He also recommends that agents request copies of passports before booking a trip, especially when it comes to airfare.
“So many times clients send names that do not match — John for Jonathan, as an example,” he said.
Besting AI
AI can’t do what travel advisors can. (Photo Credit: Exnoi / Adobe Stock / Generated with AI)
While we should absolutely educate ourselves on rapidly developing AI technology and the ways we can integrate these tools into our processes, consumers are growing increasingly untrusting of content that sounds AI-generated,” said Tretter of Tretter Travel. “Your superpower is your empathy and your expertise — the ability to combine what you know about your client with what you know about destinations and the product landscape.”
She suggests advisors outsource administrative tasks that take time to AI — but not creativity, “so you have the mental space to give your clients the level of human connection that leaves them feeling truly cared for.”
Charging Fees
Although some advisors do not charge fees, many seasoned advisors believe fees are an essential part of an agency’s business.
“Our time, expertise and relationships have value,” Tretter said. “Agents who continue to work for free or rely solely on commission will struggle to scale and burn out faster.”
When charging fees, however, advisors should be transparent from the start, says Isabel Perez, a luxury travel advisor with Forest Travel.
“If you charge service fees, deposits or any additional costs, being upfront and setting expectations at the very beginning is crucial,” she said. “Transparency builds trust, avoids friction later in the process and helps filter out clients who may not be the right fit.”
Grappling With Pricing Issues
Travel advisor working with clients. (Photo Credit: Svitlana/Adobe)
Virtually any savvy advisor will tell you that pricing, particularly in the case of airlines and hotels, can be misleading in terms of how prices are displayed.
“The constant back-and-forth with clients who find dramatically lower prices online can become endless if not handled correctly,” said Perez of Forest Travel.
For airlines, she asks for a screenshot of the price the client is seeing.
“This ensures you’re comparing the same fare conditions (baggage, seat selection, refundability, class of service) and that the pricing is coming from a reliable and legitimate source,” Perez said, adding that the same procedure applies to hotels.
Online pricing is often inaccurate, missing taxes and fees, or displayed on questionable third-party websites, she says.
“Agents should proactively educate clients on these discrepancies and clarify that not all online prices reflect the true final cost or the same room and cancellation conditions,” Perez said.
In the end, Park of Anew Travel strongly believes that “chasing volume over value, skipping systems, inconsistent marketing, and failing to continue learning and stay current are common traps in this industry.”
The winners?
“The advisors who set boundaries, invest in education and confidently price their expertise will be the ones who truly thrive in 2026,” she said.
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