If you have been paying attention to the travel news recently, you might have noticed articles reporting on the concerns U.S. travelers are sharing about their overseas plans this summer. In particular, they are worried about safety and being welcomed in other countries.
A TravelAge West Need to Know survey of nearly 300 travel advisors found that safety and feeling welcome are now clients’ top concerns. This anxiety is echoed by other industry data and by groups such as the American Society of Travel Advisors, which have commented on the potential effects of global conflicts on the industry. (We should remember that these concerns are not only related to outgoing travel. Travelers from other countries are also worried about how welcome they will feel coming to the U.S.)
In this environment, the advisor’s role is not just logistical — it’s emotional. More than usual, travelers are looking for an expert to calm their nerves and reassure them that they will still have a great trip. Government tensions rarely define personal interactions on the ground. More often, those human connections counter the fear amplified by the headlines. In fact, these inter-personal experiences are the best antidote to fear mongering by governments and the press.
We all need to share this message as often as we can. These days, it’s just as important for advisors to share stories of feeling welcome (on social media, for example) as it is to talk about the great activities and attractions they experienced in a destination.
Travel advisor Mallory Dumond, of Travelmation, put it best in the TravelAge West research story: “Overall, what I’m experiencing in my business isn’t a decline in interest in travel, but a greater need for expertise. Clients want to travel smarter, not necessarily less, and that’s where I feel advisors are more essential than ever.”
