Tapping into travel trends gives independent advisors a competitive edge
Independent travel advisors have long excelled at offering personalised travel experiences that large-scale booking platforms can’t match. However, as the industry shifts, advisors are finding that expertise and exceptional service aren’t enough to remain competitive. A key advantage today lies in adopting a marketing mindset—one that not only tracks trends but leverages them to craft unique travel experiences that resonate with clients.
It’s more critical than ever for independent travel advisors to position themselves as leaders in understanding and applying trends – whether pricing fluctuations, emerging destinations, or new experiences – to enhance the agent’s role, says Chantal Gouws, General Manager at Flight Centre Independent (FCI). “By doing so, they can offer more than just services, they offer relevant, forward-thinking travel solutions tailored to individual client needs,” she says.
The Power of Trends for Independent Advisors
Trends have always been integral to the travel industry, offering a snapshot of shifting behaviours, preferences, and desires. From the growing appeal of wellness travel and eco-conscious tourism to the demand for immersive, culturally rich experiences, these trends reflect how people think about travel today. For independent advisors, understanding and applying these trends is key to staying relevant.
Gouws explains, “Being in tune with trends allows independent advisors to meet clients where they are, anticipating their needs rather than simply reacting to requests. When you understand where the industry is heading, you can offer solutions that clients may not have even thought about, and that’s where the real value comes in.”
Why Trends Provide a Competitive Edge
Staying on top of trends gives travel advisors a clear advantage. It’s not just about knowing what’s popular; it’s about applying that knowledge to offer more valuable, relevant travel experiences. This is the core of a marketing mindset—anticipating what’s next and tailoring your offerings accordingly.
Take the rising demand for sustainable travel as an example. Clients may not ask for eco-friendly options directly, but if an advisor is following this trend, they can proactively offer solutions that cater to environmentally conscious travellers. Gouws highlights, “Clients are increasingly interested in sustainability, and advisors who are tuned into this trend can offer options that go beyond the standard package—such as highlighting eco-friendly accommodations or suggesting ways to minimise the environmental impact of their trip.”
Offering trend-aligned services not only positions independent advisors as experts but also builds trust with clients who see that their advisor is in tune with broader global concerns.
Keeping up with trends is also a way to build and maintain loyalty. When travellers feel that their advisor truly understands their shifting needs, they are more likely to return for future bookings. “Clients want to feel that their advisor is ahead of the curve. By being proactive and offering insights into trends like bleisure travel or slow travel, advisors show that they’re not only providing a service but a partnership. It builds loyalty because clients know their advisor is committed to finding the best solutions for them, based on current trends.”
Adapting Trends to a Client Base
While keeping track of trends is important, knowing how to tailor them to specific clients is even more crucial. Not every trend will suit every traveller, but having a solid grasp of what’s gaining traction allows advisors to personalise those trends in ways that resonate with individual client needs.
Gouws explains, “It’s not enough to simply know the trends—you need to be able to apply them to the right clients. One client might benefit from a sustainable travel itinerary, while another might be more interested in solo travel options. The key is knowing your clients well enough to align the right trends with their personal preferences.”
Trends come and go, but understanding how to integrate them into your business is a long-term strategy that will keep independent advisors competitive, says Gouws. It’s not just about spotting the next big thing; it’s about developing a keen sense of what’s important to clients and using that knowledge to consistently deliver valuable travel experiences.
“Sustainable travel is becoming a non-negotiable for many clients, especially those who are conscious of their environmental impact. Advisors who stay ahead of this trend and build strong partnerships with eco-conscious suppliers are the ones who will thrive in the long run,” add Gouws.
Keeping a Finger on the Pulse of Pricing
Understanding pricing trends is also crucial for independent travel advisors, says Gouws. “Pricing in the travel industry is incredibly complex. It’s affected by numerous factors including seasonality, events, currency fluctuations, and emerging destinations,” she explains.
“An advisor who can explain why prices might spike during certain periods or recommend an amazing experience in an emerging destination that offers great value is providing a level of service that goes far beyond simple bookings,” Gouws adds. She suggests that advisors utilise the resources provided by their host company, such as regular market updates, supplier relationship benefits, and collective buying power.
Gouws has the following advice on how independent travel agents can implement a trend-aligned marketing mindset:
- Stay informed
Successful advisors are always learning. Keep up with industry news, follow trend reports, and engage with insights from travel publications. The goal is not just to know the trends but to apply them in ways that benefit your clients.
- Communicate regularly
Marketing is about maintaining ongoing conversations. Whether through newsletters, social media, or direct communication, staying connected with clients ensures you’re top of mind when they’re ready to book. Regular updates and insights show that you’re aware of what’s happening in travel and how it relates to their specific needs.
- Tailor your offerings
Every client is different, and so are the trends that will resonate with them. Use your knowledge of both the industry and your clients to create tailored travel options that align with their preferences and the latest trends.
- Leverage technology
Tools like our iReach social media and email marketing platform allow you to communicate tailored offers. Technology also helps scale personalisation without losing the personal touch that clients value from independent advisors.
- Engage on social media
Social media platforms are powerful tools for connecting with clients, sharing travel insights, and showcasing expertise. Regularly posting about emerging trends, sharing client testimonials, and engaging in conversations about travel allows advisors to stay visible and build their brand.
As Gouws concludes, “The advisors who follow trends, apply them smartly, and communicate their insights are the ones who will stand out. It’s not just about keeping up with the industry—it’s about leading your clients through it.”
