The old Scout Motto, “be prepared” is a good adage, if a bit vague. Use it in context, though, and it is wisdom never to be forgotten. Veteran travel advisors, for example, know from first-hand experience that certain challenges tend to crop up when communicating with clients. Their edited version of the above motto might be: “Be prepared to field — and succinctly reply to — common client objections."
In her work supporting travel advisors, Jennifer Jacob of Tique has gone so far as to script out (and share with peers) what an advisor might say in response to specific client queries. We have shared a couple of those scripts below, while also digging into a few of the more common client objections.
Objection 1: Pricing
“Is it cheaper to book with you?” is a question that Lauren Doyle of The Travel Mechanic regularly gets asked. The answer, she says, is “yes and no.” She makes the above question an opportunity to clarify the value of her work, reminding clients that they get more personalized service when working with an advisor. She also notes that she and her team know a good deal when they see one, and that by packaging items together, there is usually savings passed on to a client, plus extra perks.
Megan Halberstadt of MH Custom Travel says that clients sometimes try to spend less on a trip by booking a cheaper airport transfer, or opting for a larger group tour versus a private guide. When this happens, Halberstadt takes the time to explain that clients often regret these decisions later.
“This cost-cutting approach often leads to higher expenses and added stress during the trip,” Halberstadt explained. "Imagine staying at a five-star hotel but your transfer doesn't show up — that can put a damper on the experience. Investing a little more upfront ensures a seamless trip and offers peace of mind. And we're not generally talking about a huge difference in cost, so skimping on things such as transportation, touring or even travel insurance just doesn't make sense.”
Investing a little more upfront ensures a seamless trip and offers peace of mind.
Jacob of Tique says that some version of “I can get a better deal at Costco” is a price-related comment she’s heard over the years. And for this, she’s scripted a reply that is essentially a mini tutorial on a travel advisor’s value, stating:
"I understand your concern about finding the best deals online. As a travel agent, my goal isn’t to compete with online travel agencies or discount sites. My goal is to ensure that you have the best experience possible, one that is perfectly matched to your vision and interests. There are many times that I do have access to negotiated rates, but the real value is in how I can save you time, stress and frustration, either prior to traveling or while actually in the destination. If you’re looking for the lowest rate, I absolutely understand and respect your decision to book elsewhere. However, if you’re looking for a custom experience, I’d love a chance to show you the difference of working with a travel advisor!”
Objection 2: Control
Another common challenge that Doyle runs into is the client who reports, “I usually plan my own trips.” These are travelers who like the sense of control that comes with organizing a vacation — and yet, they’ve reached out to an advisor.
Doyle reassures such clients that they still hold decision-making power. As the travel advisor, Doyle will narrow down destination, resort or tour options based on client preferences, and provide the client with that well-curated list. The client still gets final say. Additionally, Doyle introduces clients to Travefy, where they can review all their trip details, add dining reservations, review points of interest and more.
For Jacob, a client who says they prefer to book everything on their own gets this scripted reply:
"I completely understand. A lot of the fun is researching and creating anticipation for the destination before traveling. As a travel agent, my goal is to enhance your travel experience and provide you with expert advice, personalized recommendations and insider knowledge that you may not find on your own. I consider this a collaborative experience. You’re welcome to share anything that you’ve found as a “must have” and I will work to enhance that idea through my knowledge and the connections that I have with in-destination partners. I can also handle any unexpected issues or changes that may arise during your trip. This is your trip, not mine. I am happy to work together with you to make it everything you want it to be.”
Objection 3: Paying Fees
Being transparent about your business model, booking process and professional value is key when a client questions your advising fee. Rather than feeling defensive, Jacob reminds fellow advisors to simply explain things — not all clients truly understand what an advisor does, and they may not value the work until they do.
To that end, if a client says something such as, "I'm already paying for the trip, so why should I pay an additional fee?" Jacob’s suggested response is:
"I understand your concern about additional fees, especially if you’ve never worked with a travel advisor previously. The planning fee covers the time, expertise and personalized service I provide as a travel advisor. Not only does it compensate [me] for all the prior travel that I have invested in, but it also allows me to thoroughly research and curate the best options for you, ensuring every detail is taken care of. I work on your behalf to secure the best deals, make reservations, coordinate logistics and provide ongoing support. By investing in my services, you're gaining a dedicated travel professional who will go above and beyond to create a memorable trip for you. I’d love an opportunity to showcase the value that we can provide to your special trip."
Of course, scripts such as these can be altered to fit your tone and your business, but having something prepared makes these inevitable conversations significantly breeze.
