Summer is here, and if you’re a travel advisor, this season can either become one of your biggest opportunities for growth—or the season where your business unintentionally stalls.
I get it. Summer is busy. Clients are traveling. Kids are home. Vacations are happening. Life feels a little less structured.
As a travel advisor and a teacher, summer is one of my favorite times of year. It’s a chance to recharge, travel, spend time with family and friends, and focus more intentionally on growing my business.
But here’s what I’ve learned:
The travel advisors who stay visible and consistent during the summer are often the ones who see the biggest results in the fall, holiday travel season, Wave Season, and beyond.
Let’s talk about five of the biggest mistakes I see travel advisors making this summer—and what to do instead.
Mistake #1: Disappearing Because “Everyone Is Busy”
This is probably the biggest mistake of all.
Many advisors assume:
- People are traveling.
- People aren’t online.
- Marketing can wait until fall.
The reality?
People are still scrolling social media.
People are still checking email.
People are still dreaming about their next vacation.
In fact, travel is often MORE top-of-mind during the summer than any other time of year.
People are:
- Seeing vacation photos from friends
- Researching holiday travel
- Planning spring break
- Looking at Disney promotions
- Considering cruises and Europe for next year
This is not the time to disappear.
No, you don’t need to be online 24/7.
But you do need consistency.
Maybe you’re posting three times a week instead of seven. That’s fine.
The key is staying visible so your audience remembers you when they’re ready to book.
Summer Success Tip:
Focus on:
- Travel tips
- Packing reminders
- Destination education
- Client success stories
- Travel news updates
- Upcoming promotions
Visibility compounds over time.
The advisor who stays top-of-mind today often gets the inquiry tomorrow.
Mistake #2: Posting Pretty Pictures Without a Strategy
Let’s have a little heart-to-heart.
A beautiful beach photo is not a marketing strategy.
Now, don’t get me wrong—I love sharing travel photos. But if all you’re doing is posting pretty pictures with captions like “Take me here!” you’re missing an opportunity.
Every post should do one or more of these things:
- Educate
- Inspire
- Build trust
- Answer objections
- Start conversations
- Position you as the expert
Instead of:
“Who wants to go to Jamaica?”
Try:
“Here’s why this adults-only Jamaica resort is perfect for couples who want luxury without the party atmosphere.”
Instead of:
“Beautiful river cruise views!”
Try:
“My client chose a river cruise over an ocean cruise for these three reasons…”
Specificity sells.
Stories sell.
Expertise sells.
Generic content gets scrolled past.
Summer Success Tip:
Ask yourself before posting:
“What is the purpose of this content?”
If the answer is simply “because it’s pretty,” dig a little deeper.
Mistake #3: Trying to Market to Everyone
One of the fastest ways to blend in is trying to be everything to everyone.
I see this especially with newer travel advisors.
They’re afraid to niche down because they think they’ll lose opportunities.
But usually, the opposite happens.
When people know what you’re known for, they remember you.
You become:
- The Disney expert
- The Cruise specialist
- The Europe advisor
- The Family Travel expert
- The Luxury Travel advisor
That clarity creates trust.
Now, I don’t believe you have to only sell one thing.
For example, my primary specialties are Disney and river cruising. But I also book ocean cruises, Europe, all-inclusive resorts, and more.
The key is that my marketing has a clear identity.
People know what I’m known for.
Summer Success Tip:
Choose 1-2 primary specialties and build your content around them consistently.
You’ll become memorable much faster.
Mistake #4: Not Following Up
This one costs advisors thousands of dollars every year.
Many advisors assume:
“They must not be interested.”
“They would’ve responded if they wanted to book.”
“They’re probably on vacation.”
But most clients don’t book immediately.
Life happens.
Kids get busy.
Work gets busy.
Travel plans get pushed aside.
That doesn’t mean they’re not interested.
Professional follow-up is not pushy.
It’s excellent customer service.
Simple follow-ups can reopen conversations all the time:
“Just checking in to see if you had any questions about the options I sent over.”
You should also be following up with:
- Past clients
- Old leads
- Social media conversations
- Previous quote requests
- People who have engaged with your content
My Favorite Follow-Up Message
One of the messages that gets the highest response rate for me is:
“Hey! I don’t want to keep bothering you, so I was planning to archive this trip and stop following up. Before I do, I just wanted to check and see if you’re still interested in moving forward.”
You’d be surprised how often people respond.
The fortune really is in the follow-up.
Mistake #5: Treating Your Business Like a Hobby
This is the tough-love section.
If you want consistent income, you need consistent business habits.
Success isn’t random.
Most successful travel advisors are simply doing the basics consistently.
Things like:
- Following up
- Posting regularly
- Building relationships
- Learning destinations
- Improving systems
- Networking
- Asking for referrals
- Sending emails
- Staying visible
These aren’t always exciting.
In fact, they’re often boring.
But boring done consistently creates results.
One lesson I’ve learned from studying highly successful entrepreneurs is this:
They don’t stop when everyone else slows down.
They plan ahead.
They automate.
They stay visible.
They keep moving forward.
Summer is one of the best opportunities to build momentum because so many advisors unintentionally pull back.
If you stay consistent now, you’ll thank yourself when fall arrives.
What I’m Focusing On This Summer
If I were building or scaling a travel business this summer (which I am), these are my five priorities:
1. Visibility
Stay consistently visible online.
2. Relationships
Have conversations every day.
3. Authority
Show up as an expert.
4. Follow-Up
Reconnect with people regularly.
5. Simplicity
Keep your strategy simple and sustainable.
You don’t need:
- 47 specialties
- 9 social media platforms
- Perfect branding
- Viral videos every day
You need consistency and connection.
Final Thoughts
If you’ve been feeling behind lately, I want to encourage you.
It’s easy to compare yourself to what you see online.
But remember:
You’re seeing someone else’s highlight reel.
You’re not seeing the years of consistency, trust-building, relationship-building, and behind-the-scenes work that got them there.
Every post matters.
Every email matters.
Every follow-up matters.
Every client interaction matters.
Momentum takes time—but it builds.
And the travel advisors who stay visible, consistent, and connected this summer are setting themselves up for a very successful future.
So here’s my question for you:
Which of these mistakes do you think travel advisors are making the most right now?
I’d love to hear your thoughts.
Connect with Lindsay:
Follow Lindsay @lindsaydollinger for travel advisor marketing tips, business growth strategies, and travel industry insights.
If you enjoyed this episode, be sure to subscribe, leave a review, and share it with another travel advisor who wants to grow their business this year! Join my email list: https://www.lindsaydollinger.com/quiz
