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The Magic of Relationship Marketing: How Travel Agents Get Referrals Without Working More
Hey friend 👋
If you’ve ever felt exhausted trying to keep up with content trends, posting more reels, chasing the algorithm, or wondering why referrals feel so inconsistent—this post is for you.
Today, we’re talking about something that can completely change your travel business without working more hours or posting more content.
We’re talking about relationship marketing.
And before your brain jumps to “I already do that,” stick with me—because most travel agents think they’re doing relationship marketing… but they’re actually leaving a ton of opportunity on the table.
Why Relationship Marketing Matters More Than Ever
After nearly a decade of working with women entrepreneurs—and years inside the travel industry—I’ve noticed a pattern:
So many travel agents are burned out trying to grow their business through more:
- More content
- More trends
- More lead generation
- More pressure
But the real magic?
It’s usually sitting right in front of you.
Your past clients.
Your current clients.
And the relationships you already have—whether you consciously label them as relationships or not.
If you’ve ever said:
- “I just want more referrals”
- “I wish my clients talked about me more”
- “I don’t want to feel salesy all the time”
You’re in the right place.
What Relationship Marketing Isn’t
Let’s clear this up first.
Relationship marketing is not:
- Posting “Book with me!” over and over
- Sending one follow-up email and hoping for the best
- Waiting for clients to magically remember you exist
Because here’s the truth (said with love):
It’s not your client’s job to remember you.
It’s yours.
Relationship marketing is about staying top of mind in a way that feels natural, human, and very you.
It’s about making your clients feel genuinely cared for—because they are—not like another transaction or an Expedia confirmation number.
Why Travel Agents Are Perfect for Relationship Marketing
Travel is emotional.
Travel is memorable.
Travel is something people love to talk about.
Think about it—no matter how awkward a conversation gets, you can always ask:
“So… where are you traveling next?”
Here’s where many travel agents miss the opportunity:
They treat booking as the finish line.
But booking is just the beginning.
The real goal isn’t just selling the trip.
The goal is becoming their travel person.
The one they:
- Text when they’re dreaming
- Tag on social media
- Mention at dinner with friends
- Instantly think of when someone says, “We’re thinking about a trip…”
Let’s Bust a Big Referral Myth
Referrals don’t happen just because you did a good job.
I know—that stings a little. But hear me out.
Most happy clients assume:
- You’re already busy
- You don’t need their help
- You’ve got plenty of clients
So even satisfied clients won’t automatically refer you unless you’ve built a relationship that gives them a reason to.
People refer travel advisors for three main reasons:
- You made their life easier
- You made them feel genuinely taken care of
- You stayed top of mind after the trip
Notice what’s missing?
No discounts.
No lowest price.
No “cheapest option.”
People refer based on experience and emotion.
The 4 Touchpoints That Create Consistent Referrals
If you want referrals that don’t feel random or luck-based, focus on these four areas.
1️⃣ The Booking Experience
This is where expectations and trust are set.
Simple upgrades that matter:
- A warm, personalized booking confirmation
- Clear next steps (so clients never feel confused)
- A “you’re in good hands” vibe from day one
Your client should think:
“I’m SO glad I didn’t do this myself.”
That feeling becomes referral fuel later.
2️⃣ Pre-Trip Relationship Building
This is where trust is built before they ever leave.
This can include:
- Helpful prep emails
- Packing checklists (yes—real, useful ones)
- Friendly check-ins as the trip approaches
- Commenting on their excitement if they post online
You’re not just managing logistics—you’re managing peace of mind.
And peace of mind is what clients rave about to their friends.
3️⃣ During & After Travel Follow-Up
This is where most agents drop the ball—and where you can stand out instantly.
Imagine the difference between:
- Silence until they return
vs. - A thoughtful arrival-day check-in
- A post-trip email asking about favorite moments
- Acknowledging memories they shared online
You’re tying joy directly to your brand.
This is also where automation (CRMs, email workflows, task lists) becomes your best friend—because consistency beats memory every time.
4️⃣ The Ongoing Relationship
The secret sauce is not disappearing when the trip ends.
This might look like:
- A regular travel newsletter
- Seasonal inspiration emails
- Birthday or anniversary messages
- Occasional “thinking of you” check-ins
Your goal is simple:
When someone says, “We’re thinking about a trip,”
your name is the first one that comes to mind.
Let’s Talk About Asking for Referrals (Without It Feeling Gross)
Here’s the mindset shift that changes everything:
You’re not asking.
You’re inviting.
A few natural ways to do this:
- “Most of my clients come from referrals—if you know anyone planning a trip, I’d love to help.”
- “If anyone asks who planned your trip, feel free to send them my way.”
- “The biggest compliment is referring me to your friends.”
No scripts.
No pressure.
Just honesty.
When you’ve built real relationships, clients want to support you.
What I Want You to Remember
You don’t need:
- Louder marketing
- More complicated funnels
- To be everywhere all the time
What you need is:
- Stronger relationships
- Consistent follow-up with intention
- Care that goes beyond the booking
That’s where the real magic lives.
One Simple Action to Take This Week
Reach out to one past client.
No pitch.
No selling.
Just connection.
And if this resonated with you, share it with another travel agent who needs the reminder.
If you want help building a strategy that combines relationship marketing and consistent lead generation, take my free quiz at lindsaydollinger.com/quiz
You’ll get a personalized blueprint based on how you naturally attract clients best.
As always—thank you for being here.
Thank you for building a business with heart.
And thank you for sharing your love of travel with the world.
Go create and own your magic ✨
— Lindsay
https://www.lindsaydollinger.com/quiz
https://www.facebook.com/lindsdollinger
https://www.lindsaydollinger.com
