Who's Actually Pulling Out Their Credit Card for Custom Travel Planning?

You became a travel planner because you love creating amazing experiences, not because you wanted to spend hours figuring out marketing strategies. So I'll cut through the fluff and give you the real deal on finding clients who'll actually pay for your expertise.

After years of watching Jess do her pitch on the phone I've surmised which clients stick and which ones ghost after a free consultation, I've identified four personas who consistently value (and pay for!) our services:

1. The Perpetually Overbooked Professional

She wisher her hair looked this good in a rush

These folks are drowning in meetings and deadlines. Their most precious resource? Time, not money. They'll happily pay your planning fee because the thought of spending hours comparing hotels makes them break out in hives.

What they'll ask you: "Can you handle absolutely everything?" and "How quickly can we get this done?"

The Good: These clients typically get out of your hair and let you work.

The Bad: Although this type of client sounds amazing (and they can be) where you can run into trouble is if they expect you to be a 24/7 concierge. You are not (unless you want to be) in which case you need to charge accordingly. You should always hand them off their final itinerary at some set time as designated by you, and after that, they should be empowered to only contact you as needed.

2. The Luxury Experience Hunter

She can be a bit much

These travelers don't just want a nice trip; they want stories and experiences their friends haven't had. They've got disposable income and zero interest in DIY planning.

What matters to them: Your connections, your insider knowledge, and your ability to make them feel special by putting them in situations enviable to others.

The Good: They have money. They like expensive things, and if you do a good job, they'll probably broadcast it.

The Bad: If your idea of luxury or exclusivity and theirs are misaligned it can be a recipe for disaster. Make sure you really nail this down in their interview.

Jess and I like the finer things in life, but upon talking to hundreds of people I can tell you some people really are on another level...financially.

3. The "We've Got Grandma AND Teenagers" Family

I don't even know what to make of this AI pic. But I'm going with it.

Multi-generational travel is a logistical nightmare that these clients are desperate to outsource. They need someone who can balance grandpa's mobility issues with the teenagers' need for Instagram-worthy adventures.

What they're looking for: Patience, problem-solving, and the promise that everyone will have fun (and you'll be the hero when everything runs smoothly).

The Good: Decent commissions, straight-forward.

The Bad: Lot's of potentially conflicting opinions.

If you can get these group to agree on a cruise, you may keep your hair.

4. The Passion-Driven Adventurer

"Did you know that every trash can in Disney parks is placed exactly 30 steps apart because that's the average number of steps a guest will take before they instinctively want to throw something away?"

These folks have a specific interest – wine, hiking, photography, you name it – and they want a trip built entirely around it. They've done their research (oh boy, have they done research), but they need your expertise to pull it all together.

Their biggest concern: That you'll understand their passion and build an itinerary that maximizes it.

The Good: You'll expand your comfort zone and hone new travel planning skills, and find new suppliers and attractions you didn't know existed.

The Bad: They already know more than you about whatever the thing is they're all about. You'll need to research enough to sound competent.

An example here is whenever Jess deals with Disney lovers. Despite living in Orlando, we just don't come close to the level of knowledge the client will have about "fast passes" or whatever they're calling them this week.

Where to Find These Unicorns (Without Spending a Fortune)

Here's where most travel planners go wrong: they try to be everywhere at once. Instead, focus your energy where your ideal clients actually hang out:

• For busy professionals: LinkedIn (seriously, it's not just for job hunting). A thoughtful article about "How to Maximize a 10-Day Vacation When You Only Have 5 Minutes to Plan It" can go a long way. We didn't have much luck advertising on Linkedin. This is very much a long game of posting, commenting, and inMailing. I do think Linkedin is majorly overlooked by us planners.

• For luxury seekers: You need to be where they go. Charity galas, clubs, golfing, business networking events. Google ads with luxury terminology dialed to 11.

• For families: Facebook groups (particularly local parenting groups) and school partnerships. The PTA newsletter might just be your secret weapon.

• For special interest travelers: Niche forums and specialty shops. Reddit groups, facebook groups, general social networking in the space. You can also target these niche search terms relatively easily in google ads since they won't have as much competition.

When to Hit Them With Your Marketing

Timing is everything. We've tracked this, and here's when people are most receptive:

• January-March: The post-holiday "I need something to look forward to" window (also known as "wave season" for you cruise sellers – capitalize on those cruise line promotions!)

• Right after tax refunds arrive (hello, trip deposits!)

• About 6-8 months before major school breaks • Monday mornings (when weekend travel daydreaming collides with work reality)

One of our most successful email campaign is always the first one of the new year.

The Words That Actually Work

After testing countless marketing messages, here's what consistently resonates:

• "We handle everything so you don't have to" (for busy professionals)

• "Access experiences not available to the general public" (for luxury seekers)

• "We've thought of everything so your family doesn't have to" (for families)

• "We understand exactly what makes a perfect [insert special interest] trip" (for passion travelers)

Notice what's missing? Bargain pricing. Our most successful agents never compete on price – they compete on expertise, convenience, and peace of mind.

Your Next Steps (That Won't Take All Day)

1. Pick ONE persona to focus on first. Trying to appeal to everyone makes your marketing appeal to no one. Plus, there are 425,000 general travel agents out there.

2. Create ONE piece of valuable content aimed directly at their pain point. A quick guide, checklist, or video that solves a specific problem.

3. Choose ONE marketing channel where this persona actually spends time and focus your energy there.

4. Follow up religiously. The clients who eventually book with us typically interact with our content 7-8 times before reaching out.