Luxury travel is a growing sector, offering an incredible opportunity for travel advisors to elevate their services while increasing commissions. But for many advisors, it can be intimidating to approach clients about luxury options. Successfully selling luxury travel requires not just knowledge of high-end products but also a deep understanding of your client’s lifestyle, desires, and expectations.
This guide breaks down how travel advisors can confidently introduce luxury travel to clients, offering both the advisor and the traveler new, exciting opportunities.
Educate Yourself on Luxury Products
Before you can sell luxury travel experiences, you need to immerse yourself in the world of high-end travel. This goes beyond knowing the price tags—you need to understand the value behind those price points and what makes them worth the investment.
- Brand Awareness and Luxury Products
The luxury travel market is filled with prestigious names like Four Seasons, Aman Resorts, Seabourn, and Silversea Cruises, to name a few. Each brand offers unique value propositions, amenities, and experiences. It’s crucial to familiarize yourself with these offerings to know which would best suit your clients. Luxury clients expect an advisor who can speak confidently about high-end brands and what differentiates them from standard offerings.
- Know How to Sell Outside of Your Wallet
One common mistake travel advisors make is selling based on their own budgets rather than their clients’. You may not personally book $20,000 vacations, but that doesn’t mean your client won’t. Selling luxury travel means stepping outside of your financial comfort zone and focusing on your client’s desires and expectations. The key is to sell to their budget, not your own.
- Luxury Training from Your Host Agency and Suppliers
Many host agencies, such as Levarté Travel, provide specialized luxury travel training, equipping you with knowledge about high-end brands and the specific needs of luxury clients. Additionally, suppliers often offer in-depth training on their products. By taking advantage of these resources, you can develop the expertise to effectively sell luxury.
- Mastering Luxury Price Points
With price points in luxury travel steadily increasing, you’ll need to be comfortable discussing and justifying the cost to your clients. This doesn’t mean focusing solely on the price but highlighting the added value that luxury travel provides. From private transfers to personalized concierge services, luxury travel is all about exceeding expectations at every touchpoint. A common misconception about luxury travel is that it’s overpriced for what it offers. As a travel advisor, you need to understand—and communicate—what’s included in a luxury vacation. Many high-end experiences are all-inclusive, covering gourmet meals, premium drinks, excursions, and gratuities. When you know the full scope of what’s offered, you can explain to clients why the price tag is justified.
- Meeting Client Expectations
Luxury clients have high expectations when it comes to quality and service. Make sure you understand these expectations by researching the standard level of service provided by luxury brands. From seamless check-ins to personalized touches, the client experience should be flawless from start to finish. If there are any areas where a luxury product may fall short, prepare to address them upfront.
Identify & Qualify Luxury Clients
Knowing how to sell luxury travel isn’t just about being knowledgeable about products—it’s about knowing your client inside and out. Properly qualifying your client can give you the insight needed to tailor the perfect luxury travel experience.
- Ask About Their Past Travel Experiences
One of the best ways to qualify your client for luxury travel is to ask about their previous trips. A good starting point is, “Tell me about the last couple of trips you’ve been on.” This simple question can reveal a lot about their travel preferences, habits, and experiences. Follow up by asking about both their worst and best travel experiences. This allows you to gather valuable information about their likes and dislikes while ending the conversation on a positive note.
- Ask Lifestyle Questions
People like to talk about themselves, and asking lifestyle questions is an excellent way to get your client to open up. Questions like “What do you enjoy doing in your free time?” or “What’s a typical weekend like for you?” can give you clues about the kind of luxury experiences that will resonate with them. Actively listen to their responses and look for opportunities to connect their lifestyle to travel. For example, if they mention that they love fine dining, you might suggest a culinary-focused luxury tour.
- Genuinely Listen
Active listening is key to understanding your clients. Don’t filter their answers through your own preferences or rush to offer solutions before they finish speaking. Clients appreciate advisors who take the time to understand their needs fully, and this trust is crucial when introducing luxury travel. As they talk, you may discover that they’re already primed for luxury travel; they just need a nudge to explore it.
Inspire Clients to “Reach Up”
Many clients may not typically book luxury vacations but may be willing to “reach up” for special occasions such as anniversaries, milestone birthdays, or once-in-a-lifetime trips. This is an area of opportunity for you as well.
- Suggest Travel as a Celebration
If you know your client has an important celebration coming up, it’s a perfect time to introduce them to the world of luxury travel. For instance, a couple celebrating their 25th anniversary might be interested in a luxury cruise or a private villa stay they wouldn’t normally consider. Frame luxury travel as a way to create unforgettable memories that go beyond the ordinary.
- Adjust Your Own Expectations
One of the most important lessons when selling luxury travel is realizing that your “normal” might not be the same as your client’s. What feels expensive to you might be completely reasonable to someone else. Don’t let your own assumptions about price or value interfere with what your client is willing to spend.
Selling luxury travel requires a shift in mindset. By focusing on your clients’ desires and not your own financial constraints, you can open up new possibilities for them while also increasing your commissions and solidifying your reputation as a luxury travel expert.
Introducing your clients to luxury travel isn’t just about offering higher-priced packages—it’s about understanding their lifestyle, preferences, and expectations. By educating yourself on the nuances of luxury products, asking the right questions, and recognizing when clients are ready for an elevated experience, you can confidently position yourself as a luxury travel advisor. The rewards? Happier clients, unforgettable travel experiences, and a boost to your bottom line.