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Hey friend.
Today we’re having a very real, very honest conversation — one I think a lot of travel advisors and travel agents need right now.
We’re talking about falling back in love with your business.
If you’ve been around here for a while, you know February is always my “fall back in love with all the things” month. For the past couple of years, I even hosted Love Your Business and Love Your Marketing summits during this season. So all things love felt especially fitting for this conversation.
This episode also flows perfectly with last week’s topic on relationship building — because in my opinion, relationship marketing and falling back in love with your business go hand in hand.
And if you’ve been in business for a while, chances are you’ve had this thought at least once… maybe quietly, maybe on a really frustrating day:
“I have people on my list. I have followers. I have past inquiries. I have people who said they wanted to travel… so where are they?”
It feels quiet.
Bookings aren’t happening.
The energy feels off.
And because we’re human, the spiral starts:
- Am I doing something wrong?
- Did my audience go cold?
- Did I miss my moment?
- Do people even want to hear from me anymore?
- Are they booking on their own now? Has AI replaced me?
If that’s you, I want you to pause with me for a second and take a deep breath.
Your audience is not gone.
They’re not ignoring you.
They’re not “over” you.
They’re warm.
And most importantly — they’re human.
Your Audience Isn’t Ignoring You — They’re Living Life
When I’m recording this, we’re in the middle of full-blown Snowmageddon here in Ohio. We’ve had something like 17 inches of snow, snow day after snow day… and while that’s given me extra time to work, I’ve actually been less active on social media.
Your people are the same way.
Life happens.
So today, we’re talking about how to nurture warm leads with heart instead of pressure — so that when your people are ready to travel, you’re the first person they think of.
Not because you chased them.
Not because you hounded them.
But because you stayed connected, showed up professionally, and built trust over time.
Let’s Redefine What a “Warm Lead” Actually Is
This is where so much frustration begins.
A warm lead is not someone who is ready to book right now — especially in the travel industry.
A warm lead might be:
- Someone who requested a quote six months ago
- A past client who loved their trip but hasn’t rebooked yet
- Someone on your email list who opens everything but never replies
- A follower who likes posts, watches stories, but never DMs
- Someone who said, “We’re thinking about it,” and then life happened
These are not “no’s.”
They’re not yet.
Travel is rarely an impulse decision. It’s emotional. It’s financial. It’s tied to calendars — school schedules, PTO, sports, health issues, job changes, aging parents.
Notice what I didn’t mention there?
You.
Most of the delay has nothing to do with you or your expertise.
Nurturing Isn’t About Pressure — It’s About Presence
Nurturing warm leads isn’t about convincing someone to hurry up and decide.
It’s about connection.
Yes, sometimes urgency does make sense — like reminding a client about future cruise credits or limited availability. But that urgency works because it’s rooted in service and expertise, not pressure.
Your real job is to stay close enough that when the timing clicks, you’re already trusted, already top of mind, already the obvious choice.
That’s why I talk so much about visibility.
If we’re not staying visible — intentionally, consistently, and in a way that feels good — we get forgotten. Not because people don’t care, but because life is loud.
The platform matters far less than the consistency. Give your content 90–180 days before deciding it “isn’t working.” Trust is building even when you can’t see it yet.
And please — make it fun.
If showing up feels heavy to you, your audience will feel it too.
Quiet Is Not Rejection
This is where so many travel agents fall out of love with their audience.
We mistake quiet for rejection.
- You post and engagement drops
- You send an email and no one replies
- You follow up on a quote and hear nothing back
And suddenly it feels personal.
But what’s actually happening?
Your audience is overwhelmed.
They’re busy.
They’re uncertain.
They’re juggling a million things.
I’ll be honest — right now, my own inbox is the most overwhelming it’s been in years as I open my travel agency, re-register with suppliers, redo trainings, handle contracts, and rebuild systems.
I have so many unread emails.
And that’s your reminder: your clients are human too.
Two Reactions That Don’t Build Trust
When we start feeling rejected, we usually react in one of two ways:
1. We pull back
We stop posting.
We stop emailing.
We think, “I don’t want to bother people.”
2. We push harder
We follow up aggressively.
We add pressure.
We get salesy because we’re scared.
Neither builds trust.
Here’s the reframe that changed everything for me:
Your audience does not owe you anything.
Not engagement.
Not replies.
Not bookings.
They’re people — not metrics.
The moment we expect something in return for showing up, disappointment and bitterness creep in.
What Nurturing With Heart Actually Looks Like
1. Lead With Service, Not the Sale
Instead of “Are you ready to book?” try:
- “I saw this itinerary and thought of you.”
- “Here’s something I wish more people knew before planning.”
- “This is a great time to start thinking — even if you’re not ready yet.”
Your energy becomes: I’m here when you’re ready.
2. Normalize the “Not Yet”
Yes, pricing and availability matter. But when clients feel safe not booking, they’re more likely to book with you when they are ready.
Language like:
- “Travel planning takes time — that’s normal.”
- “No pressure at all. I’m here when the timing feels right.”
Trust beats discounts every time.
3. Show Up Consistently (Even When It’s Quiet)
Consistency isn’t daily posting — it’s presence.
Regular emails.
Familiar content rhythms.
Your voice showing up over time.
That’s how strangers turn into relationships.
4. Invite Conversation, Not Commitment
Warm leads need permission, not pressure.
Try:
- “Want me to keep you in the loop?”
- “Are you dreaming or actively planning right now?”
- “Happy to chat whenever it feels right.”
Open the door — don’t shove them through it.
The Truth About Long-Term Success in Travel
The travel agents who win long-term aren’t the loudest or pushiest.
They understand that:
- Someone who doesn’t book this year might book next year
- Someone who doesn’t book might still refer
- Someone who feels seen will remember you forever
Your audience doesn’t need to fall in love with your offers.
They need to fall in love with how you make them feel:
Safe.
Supported.
Excited.
Never rushed.
That’s how warm leads turn into dream clients.
Your Invitation This Week
Fall back in love with your audience — not because of what they might buy, but because of who they are.
Action step:
Reach out to one warm lead or past client this week with no agenda.
No booking link.
No pressure.
Just genuine connection.
Because when you nurture with heart, sales follow naturally.
Thanks for being here.
Thanks for building a business with heart.
And I’ll see you next time on Passports, Profits & Pixie Dust.
✨ Go out there and create — and own — your magic. ✨
Quiz – Lindsay Dollinger
https://www.lindsaydollinger.com/membership
