Choose Your People, Serve Them Well: How to Build a Loyal Client Base

“I cannot believe the advisor booked me on that ship. Everyone went to bed at 9:00 pm. There was nothing happening after midnight.”

We’ve all had the experience of the right customer, wrong product—or could it be the wrong customer?

It all comes down to one key decision: Who are your people?

Unless you are a cruise line CEO like Harry Sommer, Michael Bayley, or Richard Branson, you likely won’t be changing the ship experience anytime soon. Nor would you want to. Cruise lines and hoteliers spend millions of dollars and tens of thousands of hours fine-tuning their product delivery to appeal to their customers.

Suppliers are counting on you to find their people. But before playing matchmaker for suppliers, start by knowing your own customers first.

That means deeply understanding their needs, wants, and whims. It comes down to three things:

It’s about having a profound knowledge of their travel lifestyle preferences, the courage to introduce them to new experiences, and strong product insight with a select group of trusted suppliers who you know will exceed their expectations.

You will never make everyone happy. The mistake? Trying to be all things to all people.

Instead:

Choose your people and become indispensable—one important customer at a time.

Three Ways to Choose and Serve Your Customer:

1. Decide Who Your Ideal Client Is—For You.

For most, the ideal client is someone who truly values their vacation and sees the importance of your role in curating it. The goal? To become the “My” in “My Travel Advisor.”

Take time to build, nurture, and refine your own five-star list of prospects and past clients—the ones you want to be extraordinary for!

2. Say No to Tire Kickers Who Want to Pick Your Brain.

Work by appointment only. When you receive an inquiry, schedule a discovery call and use a pre-call planning document to uncover the true purpose of their vacation.

I use Calendly and ask clients to fill out a brief diagnostic tool before our meeting. Not only does this help me understand their needs, but it also signals that our time together will be valuable and productive.

Have an early exit ramp for those who do not see your value or are unwilling to commit—either by paying a fee or agreeing to work with you exclusively.

3. Stand Out by Staying Connected!

Your ideal travel customer depends on your ability to anticipate their needs and remind them when it’s time to plan their next vacation. In a sea of sameness and “Book Now” noise, a proactive advisor who helps clients buy at the right time is priceless.

Never let more than 30 days pass without meaningful contact with your top prospects. Reach out, share valuable travel insights, and yes—pickup the phone! Nothing builds rapport more than a warm conversation that is taking the temperature on when the time is right to book their next vacation. Consistency and connection are the keys to long-term, fulfilling relationships with high-value clients.

Cunard coined the phrase, “More than half the fun is getting there.” When you leave clients to book last-minute deals on their own, they miss out on one of the best parts of a vacation—the planning and anticipation!

The earlier they book, the better the value—and the longer they get to savour the excitement.

Happy selling!