In todays unpredictable travel world, virtually nothing comes easy for advisors. In addition to dealing with issues such as unrelenting flight delays and cancellations, they must also contend with client concerns regarding geopolitical issues, negative perceptions of destinations and worries regarding the economy.
Savvy agents, however, are well-versed in how to strike a balance between alleviating customer concerns and creating trips that exceed client expectations.
Geopolitical Concerns
At Niche Travel Group, we understand that todays travelers are more cautious and rightfully so, said Faith Sproule, the agencys owner. Geopolitical tensions and media headlines can create uncertainty, but our job is to provide clarity, confidence and up-to-date insight.
Given the continually shifting geopolitical landscape, Laurence Pinckney, CEO of Zenbiz Travel, said he understands why some clients are uneasy about the prospect of traveling.
Thats why I strongly recommend travel protection with a cancel anytime option, he said. It gives travelers flexibility and peace of mind if, closer to departure, they decide not to go.
Highlighting the Positives
Staying informed and leveraging ones knowledge goes a long way in providing context about stability and safety issues regarding travel, according to Jason Hedrick, director of vacation travel at CI Azumano Travel.
Honestly discuss any travel advisories or risks and the measures in place to mitigate them, Hedrick suggested. Highlight the positives: the parts of a destination that remain safe, telling authentic stories from your personal experiences.
He also urged advisors to formulate backup plans.
Reassure clients with options for alternative itineraries or flexible cancellations if needed, he said.
When her clients bring up geopolitical concerns, Stacey Cabell, owner of Starstuff Travel, capitalizes on her firsthand accounts of the destination in question.
Ive found my clients are far more receptive when I can say, Ive been there, I felt safe, and heres what my experience was really like, she said. It makes a difference when someone they trust has walked those streets.
Safety, however, is always a top priority. I rely on up-to-date information from official government travel advisories and stay closely connected with my supplier partners on the ground to ensure were making decisions based on facts, not fear, Cabell said.
Countering Negative Perceptions
When it comes to dealing with negative perceptions regarding destinations, Hedrick of CI Azumano Travel said he also provides his clients with firsthand information to counteract myths or outdated stereotypes.
As an example, clients of Niche Travel Groups Sproule expressed concerns about the safety of river cruises in Vietnam and Cambodia due to border clashes. Sproule reassured them with straightforward, current information.
While we understand the concern, Mekong river cruises travel well beyond the affected areas, Sproule told her clients. Since the July 28, 2025, ceasefire, conditions have stabilized, and all key tourism regions remain safe and fully operational. Were monitoring developments closely to ensure a seamless, secure experience.
Although Richard Bruce Turen, managing director for Churchill & Turen[1] , said he never disputes a clients perceptions about a given destination, he noted that he might ask their permission to send them some factual information from industry publications.
Most of our clients exhibit a surprising lack of concern about war and logistics, Turen said, adding that Hungary borders Ukraine C the second-largest country in Europe C which is at war with Russia. Yet, Danube cruisers rarely, if ever, make a note of that. Sometimes, Americans' lack of geographic knowledge is a plus.
Dealing With Economic Issues
For clients concerned about the economy, Turen of Churchill & Turen said he suggests they postpone their trips until they feel more confident about traveling.
We are not salespeople, he said. We are advisors and consultants handling some of the most precious moments of our clients lives. If they have financial concerns, we should be totally sympathetic.
Hedrick, meanwhile, said he promotes the value travel brings to his clients by referring to it as a meaningful investment in life enrichment and personal transformation while also presenting a range of travel styles and price points, from luxe to soft adventure.
Pinckney of Zenbiz Travel noted he is hearing more concerns about the economy now than he was six months ago, and he is cognizant that economic stress is a real issue for many prospective travelers.
That said, travel can become even more essential during tough times a way to recharge, reconnect and reset, he said. Many clients are prioritizing meaningful experiences now more than ever.
Protecting Client Investment
In an ever-changing economy, I want to make sure my clients see me as their trusted advisor who wants to look at the options that protect their investment, but still get the trip they want, said Sue Passauer, an independent advisor affiliated with MEI-Travel.
For starters, she makes sure they have a clear understanding of the risks of refundable versus nonrefundable options, and the coverage and limitations of travel insurance.
In some instances where a client just needs to get away, I may suggest a shorter trip now and plan for a longer trip later when things are more financially stable, or find discounts by putting together packages that provide savings, she said
Especially in today's climate, a travel advisors job is frequently fraught with obstacles, many of which are not always easy to overcome. But expert agents know how to stay agile and keep an eye to the future.
The goal is to stay ahead of the curve, so if a client pulls back from an international trip, were ready with creative alternatives that still capture the essence of what theyre looking for, said Cabell of Starstuff Travel.
Sproule agrees.
Travel has always carried some uncertainty, she said. But with the right support, its still one of lifes most rewarding adventures.
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