Mastering Destination Research: A Travel Advisor’s Guide to Crafting Exceptional Travel Experiences
A travel advisor's ultimate goal is to transform client dreams into unforgettable journeys. But how do we elevate ourselves from simple booking agents to true travel experts? The secret lies in deep destination knowledge and the ability to craft personalized, inspired itineraries that go beyond the standard tourist path.
But I often get the question (especially from new travel advisors), “How do I develop destination knowledge if I’ve never been to the place?” It’s true that crafting personalized itineraries based on expert knowledge can be a challenge, even for seasoned advisors who are unfamiliar with certain parts of the world.
The good news is that there are tools, processes and resources that can help any travel advisor truly elevate themselves as a travel planning expert…without even getting that passport stamp. Keep reading for tips on how to start!
The Art of Destination Expertise and Understanding First-Time Traveler Mindsets
Travel advising is more than just booking trips - it's about strategic trip planning that transforms client expectations. When a potential client reaches out, they're looking for an expert who can navigate the complexities of travel planning with precision and insight.
One of the first moments that the travel advisor can truly highlight that insight and expertise is through a discovery call. (Read more: Why discovery calls are important for travel advisors)
A successful discovery call isn't about selling a package - it's about demonstrating professional expertise. Your clients are seeking a travel advisor who can cut through the noise of endless online information and provide targeted, strategic recommendations. First-time travelers especially need more than just a list of destinations; they need a roadmap tailored to their specific interests and travel style.
Take Italy, for example. The classic route of Rome, Florence, and Venice isn't just a tourist trail - it's a strategic approach to experiencing a destination's core essence. Exceptional travel advisors understand how to deconstruct these destinations, revealing layers beyond the typical tourist experience.
Your role is to be more than a booking agent. You're a travel strategist who can listen critically, recommend strategically, and deliver exceptional value that goes far beyond a simple itinerary.
Let's break down what this really means for travel advisors.
Developing Destination Expertise
When it comes to becoming a "destination expert”, or at least having some knowledge of an unknown destination, the first thing for travel advisors to identify is what destinations to focus on first. Some thighs to consider when making this decision can include:
What destinations do you actually want to plan? If you don’t like planning trips to Paris, then build your branding/marketing strategy so you don’t attract clients who want to go to Paris. Pro tip: collaborate with other travel advisors by referring clients to them based on expertise, and visa-versa
What destinations do your ideal clients often travel to? Identify who your ideal clients are as a starting point to identifying top destinations. Honeymooners versus retired empty nesters usually have very different locations and interests. If you like working with young families, you’re probably not going to focus on certain destinations that aren’t conducive to traveling with children.
What destinations help you stand out as a travel advisor? It’s no secret that certain places, especially within the luxury market, are saturated with travel experts. What destinations can you add to your portfolio that help you stand out? Example: Romania is an up-and-coming European destination that hasn’t quite gained widespread attention. When you get on a discovery call with clients wanting your expert opinion on where to go next, suggesting lesser-known destinations like this with expertise helps to elevate your services.
How travel advisors develop destination expertise
When it comes to actually developing destination expertise, there are a variety of ways that you can start to become an expert from the comfort of your home office (glamorous, right?)
Blogs & podcasts A great place to start learning about destinations is through blogs and podcasts, showcasing first-hand stories and insights from travelers. There are blogs from travelers under 30, family travelers, luxury travel, and senior travelers. And a simple Google search for travel podcasts will set you up for hours of listening.
AI tools for travel insights There’s no escaping the power of artificial intelligence when it comes to having a starting point for learning about destinations. While it is important to fact-check what you learn (the information it gives you isn’t always the most accurate), using tools like ChatGPT or Claude are a good place to start. A recommended prompt would be: “I am a travel advisor who hasn’t traveled yet to [destination]. Please give me a summary of this destination with information that I should know as a travel planning expert. Keep in mind that my ideal clients are X. Please give me a bulleted list of 25 insights that only a travel planning expert would know about this destination. And please give me a list of 10 external resources like podcasts, books, movies, and websites I can use to learn more about the destination."
Forums for travel advisors Look for expert insights from other travel advisors on Facebook groups or forums through your host agency. Don’t be afraid to build connections with other travel advisors and share information with each other. Pro tip: If you are a Mexico expert and a colleague is an Italy expert, share your insights with each other for double the expertise!
Professionals tools like The Hive The Hive is the travel industry’s #1 resource for travel advisors to gain expert insights from other travel advisors, research suppliers, and gain destination knowledge…all in one place.
Classic First-Time Itineraries
And of course, newer travel advisors especially can benefit from developing a baseline understanding of popular travel destinations that inevitably some clients will want to visit. Having a working understanding of these destinations is always a good starting point!
Italy: Beyond the Obvious A typical 7-day Italian adventure isn't just about checking sites off a list. It's about understanding the flow of experiences. Rome offers ancient history and urban energy. Florence breathes Renaissance art and Tuscan culture. Venice provides a dreamy, romantic escape. But here's where your expertise comes in - knowing how to weave these destinations together, understanding travel times, and creating a rhythm that doesn't exhaust your clients.
Greece: Islands and Ancient Wonders First-time Greek travelers often dream of a perfect blend of history and paradise. Athens provides the historical foundation - the Acropolis, ancient monuments, urban excitement. Then come the islands - Santorini with its iconic blue domes and sunset views, Mykonos with its vibrant nightlife, or perhaps lesser-known Paros for a more authentic experience. Your role is to help clients balance these experiences, understanding their interests and energy levels.
Spain: A Tapestry of Experiences Spain defies a one-size-fits-all approach. Some first-timers gravitate towards the urban pulse of Madrid and Barcelona - modern art, incredible food, architectural wonders. Others are drawn to Southern Spain - the passionate flamenco of Sevilla, the Moorish magic of Granada, the coastal charm of Malaga. Your expertise lies in helping clients discover which version of Spain speaks to their soul.
Ireland: Traditional Routes and Hidden Gems A classic Irish journey might follow the southern route - Galway's wild beauty, the dramatic Cliffs of Moher, the scenic Ring of Kerry, the vibrant streets of Dublin. But what about clients intrigued by Northern Ireland? Belfast's complex history, the Giant's Causeway - these aren't just destinations, they're stories waiting to be told.
Scotland: From Cities to Highlands Edinburgh offers historical grandeur, while the Highlands promise wild, breathtaking landscapes. Add in specialty interests - whiskey distilleries, clan history, remote castles - and you're not just planning a trip, you're curating a personal adventure.
Preparing for Discovery Calls: The Real Game Changer
A discovery call is a travel advisor’s chance to immediately stand out and impress clients with their expertise and insights. Preparation and practice develop the skill of hosting successful discovery calls that land bookings.
Before the Call:
Request preliminary information with a questionnaire, but don’t overwhelm the clients. Craft your questions in a way that will get the most important information that you’ll need from the get-go.
Do your homework on potential destinations that fit this client based on their preliminary questionnaire.
Prepare questions that will get to the heart of what the clients need. If their questionnaire indicates they aren’t sure where to go, don’t ask, “Where do you want to go?” Instead, ask, “What kind of experience are you looking for? Relaxing? History-filled? Adventurous?”
Do your own mindset work to embrace your expertise confidently
During the Call:
Listen more than you speak. Ask good questions, follow up with even more questions, and let the client express themselves.
Offer recommendations, but if you are unsure of anything, tell the client you’ll do some research and send them a more detailed proposal after the call.
More than impressing clients w/ destination knowledge, communicate to them that you grasp their travel style and desires for their trip. Recap what you think they are looking for back to them.
When you feel comfortable doing so, show off your destination knowledge, but in a way that demonstrates your expertise and helps clients know they are in good hands
(Watch the replay: 5 Things to Prepare Before Every Discovery Call)
Your Expertise is Your Greatest Asset
Travel advising isn't about knowing everything. It's about knowing enough to inspire, guide, and create magical experiences. Your willingness to research, to understand destination nuances, to see beyond the typical tourist path - this is what will set you apart.
Every destination is a world waiting to be discovered. The travel advisor’s job is to be the expert navigator, the storyteller, the dream weaver who helps clients transform their travel fantasies into reality.
Are you ready to elevate your expertise? Learn more about how The Hive is the #1 place for travel advisors to improve their expertise, network strategically with other advisors, and connect with suppliers.
