Travel is back and more essential than ever
“Essential” was certainly one of the more ubiquitous words of 2020. Essential workers, essential jobs, essential reasons to leave the house, and of course, essential versus non-essential travel.
Frequent travelers certainly weren’t the only ones feeling isolated and disconnected as the world went into lockdown, nor did one have to be a “frequent” traveler to feel the effects of pent-up wanderlust when the travel industry came to a grinding halt. Whether it be a relaxing getaway to find some peace amidst a fast paced work-life schedule, a cultural journey through foreign cities, or an adventurous trek through remote landscapes and environments, the root of why we travel is tied to our inherent desire to connect with the world around us.
Even at the height of the pandemic, travelers were not deterred, finding ways to satisfy this essential need while still remaining safely distanced and taking all necessary precautions. RV rentals saw an unprecedented surge. Campgrounds and private home rentals were fully booked for months in advance. Smaller hotels were offering the option of a full buyout, with minimal staff interaction.
The term “leisure travel” therefore does somewhat of a disservice to the role travel plays in one’s mental health and wellbeing, and downplays just how essential travel can be. At a time when the world is slowly reopening, and the global community is beginning to get a sense of familiarity once again, people are reevaluating priorities, having had the opportunity to reflect on what is most important.
It is therefore no surprise that the travel industry has seen exponential growth in demand. Additionally, there has also been an unprecedented increase in “bucket-list” bookings - planning that long-awaited dream trip, taking that first trip out of the country, finally visiting those long-lost relatives halfway across the country or even world.
A travel advisor - like a financial advisor - is only as good as the level at which they know their clients. Beyond the services they provide - researching, planning and booking - it is a travel advisor’s job to understand how and why their clients travel; what kind of experience they look for and what trip features are most important to them. Travel advisors help people understand how they can maximize their time, their money, and their enjoyment.
It is also the travel advisor’s job to be the expert in every component of their clients’ trip - not only just the ins and outs of flying, hotel stays, sights and attractions, but local laws, regulations, customs and, now more than ever, health requirements.
The global travel community has been dragging its feet with regards to a centralized, universally accepted method of sharing health data like negative test results and vaccination records. This is resulting in ever-changing and constantly-confusing sets of requirements from airlines, hotels, countries, states, and even individual counties/cities (the Hawaiian islands are a notorious example). Moreover, many destinations are still limited in terms of the facilities and offerings available. The peace of mind that so many seek from their vacation choices has been hindered by the “temporary normal” (“new normal” is still a bit premature) - newly-placed hoops through which to jump, and numerous protocols, procedures, and rules that, in many cases, have been enough to deter people from even taking the trip.
Travel advisors are therefore experiencing a newfound surge in business. After a break in the era of do-it-yourself, world-at-your-fingertips travel planning, more than ever are people longing for human support in their planning - finding themselves overwhelmed by options and unsure of the specific requirements. Many individuals are craving an extra level of validation from a trusted source. As much as I’ve appreciated the willingness to travel from my clients, there have been more than a few instances where I’ve actually discouraged them from taking the trip, or advised them to change destinations, as I knew they would not be getting the experience they sought after.
All of these challenges allow me to do more of one of my favorite job duties - educating new clients about all of the great things that an advisor can do for them. A common misconception is that travel advisors are only meant for those with high budgets, and/or little to no idea of what they’re looking for. Many of my clients derive just as much enjoyment from the research and planning as I do, so rather than having me take it off their plate, they use me as a sounding board to bounce around ideas, get a second opinion, making trip-planning a collaborative process and ultimately resulting in a much more satisfying trip. Others are big fans of playing the “points game” - maximizing their credit card points, airline miles, and other rewards programs to cover as much of the cost of a trip as possible. Many advisors such as myself have tailored their services to include these types of travelers, offering step-by-step assistance to conduct an assessment of the points/miles available, how they can be used, redeemed, and transferred, and oftentimes making the bookings on their behalf.
Another favorite aspect of the job comes from the budget-conscious traveler. Too often, people hold a belief that a certain experience or trip is only available at a certain high cost. If a client wants a tropical unspoiled beach, an authentic, Michelin-quality meal, or even a luxe hotel room…a savvy travel advisor knows that these exist at every price point. This knowledge is why instead of asking, “where do you want to go?”, the better question is, “what experience are you looking for?”. Even if the client has a specific destination in mind, it’s rare that this destination requires a disproportionately high budget.
The common theme here is that the purpose of leisure travel is happiness. Of the many silver linings that emerged from the events last year, I am most grateful for the continuing opportunity to get people traveling again. It brings me great fulfillment to help my clients move from stressed to excited about it. I love playing a part in that search for connection; encouraging clients to think about what truly brings them joy, to allow themselves to envision a true “leisure travel” experience free of worry, and then helping them achieve it. Now more than ever, all travel feels essential.
Antony Merkel is the founder of Peridot Travel, a boutique travel advising and consulting firm specializing in customized itineraries and bespoke experiences for business and leisure travelers.