Starting a travel business often means reaching out to your personal network—friends, family, and acquaintances. If the thought of "selling" to people you know makes you uncomfortable, you're not alone. Many new travel advisors struggle with the exact challenge of promoting their travel services without feeling pushy or awkward. But there’s a solution: the soft sell.
What is soft selling?
Soft selling is a relationship-based approach that helps you build a thriving travel business without traditional, high-pressure sales tactics. This selling strategy prioritizes listening, understanding client needs, and offering genuine value over aggressive promotion. Instead of pushing your services, you're positioning yourself as a trusted resource who naturally comes to mind when people think about travel.
As a travel advisor, you're not selling something people don't need. You're offering expertise, time savings, exclusive perks, and stress-free planning for trips they're already taking. You're enhancing experiences, not creating unnecessary purchases.
Why soft selling works for travel advisors
You provide real value. Travel advisors secure hotel upgrades, resort credits, VIP amenities, and handle complex logistics. You're helping them get more from something they already want.
It builds lasting relationships. Travel is a recurring need. When clients have positive experiences with you, they return for their next trip and refer their friends, creating sustainable business growth.
It feels authentic. The soft sell aligns with natural conversation. Sharing your expertise and passion for destinations is building a relationship with your client, forming a sort of partnership with the common goal of creating the best travel experiences possible.
It reduces rejection. When you listen first and respond to actual needs, you're far more likely to receive enthusiastic responses rather than pushback.
The three essential skills of soft selling
1. Listen and learn client preferences
Within your circle of acquaintances, travel will inevidably come up as topic of conversation—you just need to pay attention. Become an active listener for:
Destination interests: Where do people want to travel? Notice what they mention in conversation or share on social media. When someone posts photos from the Amalfi Coast or talks about wanting to visit Japan, make a mental note.
Accommodation preferences: Does your colleague always stay at Hyatt properties? Does your friend group prefer boutique hotels or vacation rentals? These details reveal their travel style and budget.
Travel influences: Are your in-laws watching “Formula 1: Drive to Survive”? Are friends planning trips around concerts or sporting events? Understanding what inspires their travel helps you offer relevant recommendations.
Learn how to speak with authority. As you're learning about your network's preferences, become knowledgeable in those areas. Fora offers extensive training on destinations and hotel partners. If your tennis partner always wears a Four Seasons hat, watch the Four Seasons partner training, subscribe to their newsletter, and follow them on social media. When you can speak with expertise about their interests, they'll trust you with their bookings.
2. Explain your value clearly
Many people don't understand what travel advisors do. You need to educate them naturally, focusing on specific benefits rather than generic descriptions.
Craft a clear elevator pitch that reflects the clients you want to attract:
Comprehensive approach: "I'm a travel advisor. I can take care of every part of your trip—hotels, tours, transfers, special experiences—and I can get you perks and upgrades you can't get booking on your own."
Luxury-focused approach: "I specialize in planning exclusive travel experiences for clients who want upscale stays and exclusive access they can’t get elsewhere."
Focus on tangible benefits. When explaining what you do, emphasize not only partner perks and upgrades, but the value of time savings, stress reduction, and personalized service throughout the entire trip. If something goes wrong, you are their advocate to make things right.
Example: "I work with hotel partners to get perks—all at no extra cost to you. I also handle all the logistics so you can focus on enjoying your trip, and if anything goes wrong, I have the connections to fix them."
Share relevant expertise naturally. When conversation turns to travel topics your clients care about, offer valuable information:
"I just learned about an incredible VIP package for the Monaco Grand Prix if you're interested."
"That hotel you mentioned actually has a sister property in Bali that just opened—I can get you special amenities there."
"For your ski trip, I can arrange ski rental fittings in your room so everything is ready when you hit the slopes the next day."
3. Proactively offer your services
Friends and family may hesitate to reach out because they don't want to impose or mix business with personal relationships. Make it clear that helping them plan travel is something you want to do.
Beat clients to the booking. Don't wait for people to come to you—reach out proactively:
Set calendar reminders for seasonal travel (summer vacations, winter holidays, spring break)
Contact people before they start planning so you're already top of mind
Frame your outreach as helpful rather than sales-focused
Example: "I know you and Mike usually take a trip in the fall. I'd love to help plan it this year—I can get you special perks and handle all the details. Let me know when you're ready to start thinking about it!"
Address specific life events and occasions:
Engagements: "Congratulations! I'd love to plan your honeymoon as my gift to you. Wedding planning is stressful enough—let me take this off your plate and make sure you get VIP treatment."
College tours: "For families planning college visits, I can coordinate your travel and secure hotel perks to make the trip more comfortable. Happy to help!"
Annual group trips: "I'd love to take the lead on planning our trip this year. I've put together some destination ideas with pricing—let's schedule a call to discuss."
Examples of soft-selling conversations
At a soccer game: "That Florida trip sounds amazing! Next time you're booking travel, let me know—I am a travel advisor and work with hotels in that area, so I can help with future trips."
On social media: "This looks incredible! So happy for you. By the way, I'm a travel advisor now—next time you're planning a trip, let me know. I can get you awesome perks and amenities."
In a parent group: "I'd love to help families coordinate college tour travel. I can handle all the logistics. Email me if you have visits coming up—these bookings are complimentary for our school community."
To your friend group: "It's time to plan our annual trip! I'd love to use my travel advisor skills to organize it this year. I've put together some destination options with pricing. Can we do a call next week?"
Building your confidence
If you're new to sales, soft selling may feel awkward initially. Remember that you're offering genuine value, not imposing. Every successful booking, solved problem, or secured upgrade will strengthen your client relationships and prove your worth. Don’t forget to share client testimonials (with permission) on socials or in newsletters to demonstrate the services you provide.
The soft sell becomes more natural with practice. You'll develop your own style, discover what resonates with your network, and learn to spot opportunities organically. And as you consistently share your growing travel knowledge, your friends and family will start seeing you as their trusted travel expert.
Here are some more resources to learn more about building your travel advisor business:
