While many advisors are focused on the remainder of this year’s bookings, the industry’s top performers are already laying the groundwork for their next stage of growth.
The busiest entrepreneurs don’t wait until January to set goals. By August, successful travel advisors are taking a close look at their year-to-date performance.
Great businesses don’t simply close out the year. They use the second half of it to build the next one.
Here are the important questions you should be asking:
- Which products drove the most revenue?
- Which marketing efforts generated the best return?
- Where did new clients come from?
- What opportunities were missed?
- What should be expanded next year?
A mid-year review provides valuable insights while there is still time to make adjustments and finish the year strong.
Set 2027 revenue targets now
The advisors who consistently grow their businesses don’t leave their results to chance.
Establishing revenue goals now helps create a roadmap for the upcoming selling season, including annual sales targets, growth objectives, client acquisition goals, group business opportunities, luxury and specialty travel expansion—and marketing budgets and activity plans.
Marketing plans don’t build themselves
When advisors know where they want their business to go, every marketing campaign and client interaction becomes more purposeful.
Whether the focus is luxury travel, cruises, escorted tours, sun destinations or groups, successful advisors create a proactive marketing strategy.
The strongest businesses typically have a marketing calendar, a consistent social media presence, email campaigns planned ahead, client engagement activities and lead generation strategies.
Rather than scrambling for content or promotions, top-performing advisors are ready for every season before it arrives.
Supplier relationships are key
Strong supplier partnerships are about far more than commissions.
Successful advisors understand the value of Product knowledge, Supplier training, Business development support, Sales incentives, Exclusive offers and promotions and Industry insights gained from suppliers.
The advisors who invest in these relationships can position themselves as trusted experts and create more value for their clients.
TTAND agents share their plans
Travel Agent Next Door agent Judith Coates of Wired for Travel starts planning in August.
“In about mid-August, I review our Agency & Team sales — travelled & future travel — for the year to see where there may be some gaps. In our weekly Team Meetings, we discuss ways we can generate sales from clients who don’t have trips on the books: follow up on inquiries, reach out with a touch base email, phone calls to clients we haven’t heard from in a while.”
She added: “With regards to groups, I like to start planning 18 months in advance, so right now is the time I’m thinking about fall 2027 & 2028 groups. I usually decide my group destinations based on trending locations, inquiries from past group participants, and discussions I’m seeing in my Facebook groups for Solo Travelers, Travel to Italy and Cruise groups.”
Arlene Gibbons of the Travel Agent Next Door looks for insights.
“Year-to-date performance; reviewing what sales are on books and to stay ahead of market trends well before 2027, offering new and exciting destinations to current and prospective clients through email marketing, call outs and social media postings ensuring I am always thinking outside the box to promote unique, different and ‘must do, aka ‘bucket trip’ type vacations.”
She added: “August isn’t just about closing out summer; Fall will soon set in and it’s the perfect time to be shaping the future by setting ambitious revenue goals that ensure I am actively designing success for 2027 and beyond.”
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