A travel CRM system helps you track client inquiries and tasks, make more sales, and stay on top of trips as your business grows. To set yours up, choose tools that map to your client workflow and automate repetitive tasks.
Your host agency may provide you with most of the CRM tools you need or have recommendations for third-party tools. If you run an agency or are fully independent, you’ll need to source and evaluate options on your own.
Do travel advisors need a CRM?
Most travel advisors benefit from a CRM, but the right setup depends on where you are in your business. A brand new advisor managing just a couple of trips at a time may be able to track clients and travel with a simple spreadsheet. As you book more clients and trips, CRM software saves valuable time and helps you stay on top of the details. Most host-affiliated travel advisors—87%, according to Host Agency Reviews—use CRM software.
Your host agency might provide some CRM tools and remove the need for additional technology, like forms and trip tracking.
Travel CRM software vs. traditional CRM
Travel advisors provide a service that naturally involves more back-and-forth and customization, and benefit from a CRM that supports that process. A travel-specific CRM will have tools dedicated to itinerary building—or revisions in consultation with your client—that a traditional sales CRM won’t. Common travel advisor CRMs include built-in host agency CRM, like Fora’s, and third-party options like Travefy, TravelJoy, and Tern.
Traditional CRM tools, like Salesforce and HubSpot, focus on a more linear sales process, where leads progress forward through different stages from lead to closed sale.
How to set up CRM for your travel business
1. Map out your client workflow
Lay out each step of your client process, from their inquiry and your first consultation call to trip proposal and revision, then booked, traveling, and post-trip follow-ups like requests for a testimonial. Your CRM will help you see which clients are in which stage of the process at a glance.
Look at where in your process you have repeated tasks, like introductory emails or invoices—these are places a CRM can take work off of your plate.
2. Choose your CRM tool
Pick your tools based on what fits your workflow best. Consider what’s best suited to track clients throughout the process and automate repetitive tasks you manage manually. For travel advisors, that might be:
Intake forms that feed a contact and inquiry list
Invoicing for planning or service fees
Email templates and scheduling for repeat communications
Itinerary or proposal builder to package travel suggestions
Client notes storage for important dates, loyalty numbers, and preferences
Intake forms and invoicing support are top priorities for any advisor. Depending on what your host agency provides and your current setup, you may need just one tool or a few. The more you can get out of one CRM tool, the better, so you don’t spend time tracking and managing different platforms.
3. Customize your CRM
Set up custom statuses and fields for everything you need to track for each client. Beyond tracking where someone is in the trip planning timeline, you might also want fields for:
Preferred contact information
Passport and airport security details
Preferred airlines or hotels
Hotel or airline loyalty numbers
Allergies or dietary restrictions
Process steps, like a “VIP email sent” checkbox
Once you’re set up, migrate over information from any existing clients. This process can also help you find any gaps or steps you missed when getting set up.
4. Create useful automations
Start with simple automations for very repeatable tasks, like your post-trip check-in or an auto-response for your inquiry form. These save you time immediately without cutting a touchpoint with your clients.
As you get more familiar with your CRM, you’ll get a sense of what else you could speed up with scheduled or triggered automations versus what still needs your personal touch.
Fora's travel advisor CRM
Fora's booking platform, Portal, comes with built-in CRM features for the full client cycle. Fora Advisors can create linkable intake forms, which create a new contact or a new trip inquiry for an existing client once filled out.
Once they're working with a client, they can charge planning fees, collect payment information, build a trip proposal and itinerary, and track pre- and post-trip items from Portal. In between trips, advisors use client profiles to keep track of important dates and details. “Right now I can grow a business without necessarily thinking about who I have to hire to help me support that,” Fora Advisor Stephanie Holcombe says.
Frequently asked questions
Is a CRM the same as a booking tool?
No. A CRM manages your client relationships, communication, and workflow, while a booking tool is what you use to actually make the reservation with a hotel, cruise line, or tour operator. Some platforms combine both into one system, and host agencies like Fora often layer their own booking tools on top of the CRM features they provide.
Do I need a CRM if I’m at a host agency?
It depends on what your host agency provides. Fora provides built-in CRM functionality, including client profiles, inquiry forms, and trip tracking. If your host already provides CRM tools, start there before adding a third-party tool on top.
How much does a travel agent CRM cost?
Travel-specific CRMs typically run $20 to $50 per month for a single advisor, with some tools charging more for advanced features or team plans. General business CRMs like HubSpot offer free tiers, with paid plans starting around $10 per month. If you’re with a host agency, CRM tools are often included in your monthly subscription, so factor that in before comparing standalone options.
Should I set up a CRM before I have clients?
You don’t need a full CRM on day one, but a light setup helps. A simple spreadsheet or your host’s built-in client list is enough for your first few bookings, and it helps you build the habit of tracking client details without spending time configuring software you don’t need yet.
How do I choose a CRM for my travel business?
Start with your workflow, then look for a tool that supports those steps without forcing you to change how you work. Check what your host agency already provides first, since the best CRM is often the one that lives in the same place as the rest of your business.
