When I first started Magic Made Simple, I was at a trade show booth at a travel industry event, speaking with multiple travel advisors about how they could streamline their business.
As we talked about tools that could save them time, I heard the same response repeatedly: “I would never automate my emails. It feels so impersonal.” I totally understood where they were coming from; at first, I felt the same way. The thought of automating anything in my business felt like it would take away the personal touch that I valued so much.
But over time, I realized that automation doesn’t have to be cold or impersonal. In fact, it can be a gamechanger — not only for saving time, but also for helping advisors connect with clients in a way that feels both personal and efficient. It was about changing the narrative around automation and realizing that it’s not the tool itself, but how advisors use it, that makes the difference.
The Problem Isn’t Automation — It’s Messaging
I completely understand why a travel advisor might think that automation can be cold and impersonal, but automation itself isn’t the issue — it is how you approach it. If I’m honest, it is only impersonal when you are trying to be everything to everyone. But that’s not an automation problem; that’s a messaging problem. The key to making automation feel authentic is being crystal clear about your ideal client. When you speak directly to them, you don’t lose the personal touch, you elevate it.
Think about it: how often do you send the same emails over and over, answering the same questions? Email templates, when done right, allow you to personalize your messaging. It’s not about sending a canned email; it’s about using an email template that’s structured in a way that speaks to your ideal client.
Embracing automation doesn’t mean losing the personal touch; it means working smarter so you can be there for the conversations that truly matter.
Instead of spending time crafting responses to the same questions, you can automate the repetitive tasks — the emails that get sent over and over — and re-focus energy on personal outreach for the conversations that matter most. It’s a win-win: more time for the connections that matter, and less time spent on repetitive work.
The Host Agency or Consortia Argument: How to Stand Out
The other response we heard at that booth? “Well, my consortia or host agency handles that for me.” But if they’re automating the same generic emails to everyone, that doesn’t differentiate you from anyone else in your network. Automation, in this case, is impersonal, especially if your clients are getting the exact same message as thousands of others.
By embracing automation with heart, you can anticipate your clients’ needs before they even ask. That’s a huge value add for both you and your clients.
Positioning Yourself as a Trusted Guide
The magic of automation isn’t just in saving time; it’s about how you use that time to connect with your clients in a more meaningful way. Every email, whether automated or personal, should acknowledge a pain point or problem your ideal client is facing. Then, offer a solution — whether that’s a personalized recommendation, an answer to a frequently asked question or a piece of valuable advice. Your story should be weaved in throughout to show clients why you care and why you’re the right advisor to guide them on their journey.
Beyond client care, automation can be a powerful tool before and after clients book. Customer relationship managers can automate client communications, but what about the time before they book? Or after they’ve returned from their trip?
For example, a nurture sequence can help you guide a client from a cold lead to a ready-to-book client. Instead of wasting time on proposals that don’t convert, automation allows you to build trust by addressing questions and objections before you even get clients on the phone or send them your inquiry form. You’re helping them move through the sales funnel by offering solutions before they even reach out for help.
Automating the Follow-Up Process
One of the most common questions I see in travel advisor Facebook groups is, “How many times should I follow up after I send a proposal?” It seems that advisors use so much unnecessary mental energy agonizing over this, but the answer is simple “until they book” or “until they unsubscribe.” If you automated your follow-up, this becomes seamless and doesn’t take up all your time.
Let’s say you’ve sent a proposal, but it hasn’t converted yet. Rather than worrying about reaching out every day or week, automate your follow-ups so they happen consistently without manual effort. A simple strategy could be:
- First month: Follow-up every couple of days to keep the conversation alive.
- Next 2-3 months: Once a week.
- After that: Once a month for up to a year.
By automating these follow-ups, you stay on the prospective client’s radar without losing time that can be spent on more personalized client interactions.
Adding Value After the Trip
Sending one or two welcome home emails is not working. I wrote a whole article on the overwhelm of the “final” email most travel advisors send.
But your relationship doesn’t end when they get home, and even if you send a consistent newsletter, it does not address the pain points of returning home from a trip. Instead, continue to add value. Share relevant content, check in with them about their experience or offer post-trip recommendations. This further cements your relationship as a trusted advisor, and keeps clients engaged with your brand long after their vacation is over.
Closing Thoughts: Embrace Automation with Heart
Embracing automation doesn’t mean losing the personal touch; it means working smarter so you can be there for the conversations that truly matter. By automating repetitive tasks, nurturing leads and staying engaged with your clients before and after their trip, you create an environment where you can focus on building deep, meaningful relationships while still keeping your business running smoothly.
About the Author
Christina Vieira is a marketing expert with a degree in public relations and extensive experience in marketing, events and sales operations at a Boston-based video marketing platform tailored for digital marketers. Her career in these roles equipped her with a deep understanding of strategic planning, marketing strategy and sales enablement.
In 2019, Christina founded Showcase the World Travel, a boutique travel agency specializing in creating personalized, enriching experiences for families. Her leadership and innovative approach have earned the agency many accolades in the local area and a reputation for exceptional client service.
In addition to her work with Showcase the World Travel, Christina is the co-founder of Magic Made Simple, a platform that provides email marketing templates and coaching to help travel advisors streamline their businesses. Magic Made Simple has been recognized with three Magellan Awards for innovation and business strategy, cementing its status as a leader in the industry. Christina’s blend of hands-on experience and strategic insight makes her a go-to resource for travel advisors seeking to enhance their marketing efforts and achieve lasting success.
