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Relationship Marketing for Travel Agents: How to Get Referrals Without Feeling Salesy
Hey friend.
If you’ve ever felt exhausted trying to keep up with content trends, reels, algorithms, and constant lead generation… this one’s for you.
Because today, we’re talking about something that can completely change your travel business without working more hours, posting more reels, or chasing the algorithm.
We’re talking about relationship marketing.
And here’s the truth I’ve seen over and over again—both in the travel industry and in nearly a decade of working with women entrepreneurs:
👉 The real magic in your business is usually already sitting right in front of you.
Your past clients.
Your current clients.
The people already in your orbit—online and in real life.
If you’ve ever thought:
- “I just want more referrals.”
- “I wish my clients talked about me more.”
- “I don’t want to feel salesy all the time.”
This is for you.
Let’s break down what relationship marketing actually means for travel agents, why referrals aren’t random or luck-based, and how to intentionally create a business where clients refer you consistently—without awkward asks or gimmicks.
Grab your coffee, go on your hot girl walk, pull up your CRM… let’s dive in.
What Relationship Marketing Is (and What It’s Not)
Let’s start with what relationship marketing is not.
❌ It’s not posting “Book with me!” over and over
❌ It’s not sending one follow-up email and hoping for the best
❌ It’s not waiting for clients to magically remember you exist
Because here’s the thing: it’s not their job to remember you—it’s yours.
Relationship marketing is about staying top of mind in a way that feels:
- Natural
- Human
- Aligned with who you are
It’s about making clients feel genuinely cared for—not like another booking in a system or another Expedia confirmation number.
And in travel? We are perfectly positioned for this.
Travel is emotional.
Travel is memorable.
Travel is something people love to talk about.
The mistake most travel agents make is treating the booking as the finish line.
It’s not.
Booking is just the beginning of the relationship.
The real goal isn’t just to sell a trip—it’s to become their travel person.
The one they text.
The one they tag.
The one they mention at dinner with their girlfriends.
The Truth About Referrals (That No One Talks About)
Let’s bust a myth real quick:
Referrals don’t happen just because you did a good job.
Most clients already assume:
- You’re busy
- You’re booked
- You don’t need their help
Even happy clients won’t automatically refer you unless you’ve built a relationship that gives them a reason to.
People refer travel advisors for three reasons:
- You made their life easier
- You made them feel taken care of
- You stayed top of mind after the trip
Notice what’s missing?
❌ Price
❌ Discounts
❌ Being the cheapest option
Referrals are driven by experience and emotion.
When clients feel calm, supported, confident, and cared for—they talk about you.
If they feel forgotten the moment final payment is made?
They probably won’t.
The 4 Touchpoints That Create Consistent Referrals
If you want referrals to become normal in your business, focus on these four areas:
1. The Booking Experience
This is where expectations are set.
Your booking process should include:
- A warm, personalized confirmation
- Clear next steps
- A “you’re in good hands” vibe from day one
Your client should think:
“I am SO glad I didn’t do this myself.”
That feeling becomes referral fuel later.
2. Pre-Trip Relationship Building
This is where trust is built.
Think:
- Helpful prep emails
- Packing checklists
- Travel tips that reduce stress
- Quick “thinking of you” messages
You’re not just managing logistics—you’re managing peace of mind.
And peace of mind is what clients rave about.
(And yes, this can be automated. Your clients don’t care how it’s sent—they care that it’s done.)
3. During + After Travel Follow-Up
This is where most agents drop the ball—and where you can stand out.
Instead of silence, imagine:
- A quick arrival check-in
- A post-trip email asking about favorite moments
- Commenting on their travel photos
- Acknowledging the memories they made
You’re tying joy directly to your brand.
I personally schedule follow-ups at:
- Arrival
- Post-trip
- 3 months
- 6 months
- 12 months
Because people forget. And we don’t want to be forgotten.
4. The Ongoing Relationship
This is the secret sauce.
Relationship marketing means:
- You don’t disappear when the trip ends
- You stay present without being pushy
This can look like:
- A regular travel newsletter
- Seasonal travel inspiration
- Birthday or anniversary emails
- Consistent social media presence
The goal is simple:
👉 When someone says “We’re thinking about a trip,” your name is the first one that comes up.
How to Ask for Referrals (Without Feeling Gross)
Here’s the mindset shift:
You’re not asking for referrals—you’re inviting them.
Try language like:
- “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 pressure. No scripts. Just honesty.
When you’ve built a great relationship, clients want to help you.
And a little reminder goes a long way.
The Big Takeaway
You don’t need:
- Louder marketing
- More complicated funnels
- To be everywhere all the time
What you need is:
- Stronger relationships
- Consistent follow-up
- Intentional care 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 sales.
Just connection.
And if this resonated with you, I’d love for you to share it with another travel agent who needs the reminder.
If you haven’t yet, take my free lead generation quiz at
👉 lindsaydollinger.com/quiz
It’ll help you understand how you get clients best—because relationship marketing works best when it’s paired with a strategy that fits you.
Thanks for being here.
Thanks for building a business with heart.
And thanks for sharing your love of travel with the world—because honestly, we need it.
Go create and own your magic ✨
https://www.lindsaydollinger.com
