Your Customers are Talking Travel – are They Talking to You?

2027 is around the corner, and that means the focus today is all about planning! From planning your promotions and escorted groups to communicating the extra meaning and value you bring—all of it helps the client say, “Yes, please! Here is my credit card.”

A good plan anticipates customer demand and converts it to sales. Promotions are the “so what” bridge between the two.

So what? Why should I care? What difference will that make to me?

Today’s travellers care deeply about unique experiences, milestone travel markers, and creating lifetime memories.

When a customer asks, “How much?” they are really saying, “What makes this experience worth it?”

The pre-night hotel package? Maybe not. But arriving rested, refreshed, and ready to take in St. Mark’s Square or sail past the Statue of Liberty—priceless.

Here are three essential elements to include in your 2027 plan.

1. Thought Leadership: Thought leadership goes beyond how much you know or what deal you can get. Leading customers to buy from you requires a well-thought-through plan. It means you know where to go, when to go, and why to go in order to maximize the value. Off-season travel may be a “bargain” for someone who does not care about seeing wildlife. It may be a huge disappointment to someone whose only reason for going is to see the wildlife migration they remember reading about in their youth.

It is not a customer’s job to understand the best time to travel to a destination. They are depending on you to translate their needs into their trip of a lifetime.

Hot Tip: Curate an exceptional experience around the priceless moments of a vacation, and prepare for the conversation about value long before you sit down with the customer.

2. Timing: A well-planned promotion is a well-timed promotion. Even a great promotion can fall flat if your ideal customers are not ready to consider it. We all know that consumers travel in patterns, often inspired by life’s events.

When families gather, they plan. Data shows 81% of consumers celebrate with a special meal or gathering during the holidays, and travel spend rises 25%—which is exactly why Black Friday and WAVE season follow so closely behind.

Hot Tip: Your customers are talking travel around the dining table. Invite them to bring that conversation to you.

3. Be customer-centric rather than brand-centric. Suppliers are partners in your success, but they are not the main event—your customers are. If I cannot see myself as an empty nester rediscovering my passion for travel, an adventure traveller planting a new flag, or a solo traveller looking for company while maintaining their independence, I will not see you, your promotion, or how much you care.

Hot Tip: Step back and review your next promotion. Ask yourself, “What would my customer want to know about this experience? What would stop them in their tracks, prompt them to share it with friends, and ultimately lead them to book with you?”

What stage are you at with your 2027 promotions plan? I love helping business owners weave their expertise into a plan to maximize results.