Ways to Make Travel Supplier Relationships Work For Advisors

This article originally appeared in the October issue of AGENTatHOME magazine. Subscribe here to receive your free copy each month.

The following is written by Jackie Friedman, CTC, CTIE and president of Nexion Travel Group.

At the heart of every successful travel advisor’s career is one thing: relationships. The most accomplished advisors don’t just book trips — they build trust, connection and loyalty with clients, colleagues and supplier partners. When you invest in those relationships, you create influence, open doors and unlock opportunities that fuel your success.

If you’re ready to elevate your business and strengthen your voice with suppliers, here are eight steps to guide you.

1. Know Your Personal Business.

Our industry is fortunate to have so many wonderful partners, though not every one of them will be the right fit for you. If your agency focuses on cruising, make it your mission to know the partners in that niche. If you only sell luxury, then focus there. You cannot be everything to everyone, and that includes suppliers as well as clients.

2. Do Your Homework First.

A business development manager, or BDM, can be your best friend. But before you sit down with one, familiarize yourself with their product. Look through their travel advisor portal, attend a few webinars and read recent press releases about their company. If they are a public company, it’s a good idea to go through quarterly earnings reports to get a picture of their financial situation. This ensures your time together is productive and allows them to help you strategize how to build your business with their brand, rather than wasting time on basic questions.

3. Be Respectful.

The first thing that comes out of your mouth should not be, “Can I get on a fam trip?” While there’s no substitute for experiencing a product firsthand, it’s essential to approach the relationship with more depth and professionalism, demonstrating your seriousness about learning as much as possible about selling their product — before making that ask.

4. See it as a Mutually Beneficial Relationship.

You need supplier partners, and they need you. This is not an adversarial relationship, and you both have a vested interest in making sure your mutual traveler is delighted. Always seek ways you can work together.

5. Make Yourself Memorable to Them.

Suppliers and their BDMs work with hundreds of travel advisors. If you want to be remembered, you need to make an effort. The best way to be memorable is, of course, to sell their product. Beyond that, staying in touch, seeking them out at industry events, and being understanding and communicative will go a long way toward making you someone they want to call on.

6. Look at the Long-Term Plan.

A good relationship is built for the long term. You won’t always agree with every decision a partner makes, but it’s important to keep the bigger picture in mind. Don’t let one disagreement overshadow the value of the relationship. Stay the course.

7. Be Generous With the Right Feedback.

Pass your clients’ feedback on to suppliers, including what they liked, didn’t like and were confused about. And make sure you are noting any trends. If the majority of your clients dislike an offering, that is valuable information the supplier should know. And if they love something, it’s even more important to share.

8. Support Your Supplier Partners.

This is the biggest one. If a supplier partner supports the advisor sales channel and sees you as a partner, make it a priority to sell them.

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