Ep 259 What Travel Clients Actually Pay For and Why Travel Advisors Keep Getting It Wrong with Courtnie Nichols and Lary Néron

Send Rita a text with your thoughts! **Stop wasting hours hunting for cruise content:** https://programs.steeryourmarketing.com/products/courses/view/1166776 **Join us for the ultimate content and marketing camp in 2027:** https://strategictravelentrepreneurpodcast.com/summer-camp-at-sea/ Closed mouths don't get fed, and neither do travel advisors who keep marketing their features instead of their outcomes.  Courtnie Nichols and Lary Néron joined me to break down the difference between what you do and what your clients are actually buying when they hand you their trust and their credit card.  From air-only retainers to the difference between wealthy and high net-worth, we talked pricing confidence, client profiling, and why the biggest block between you and better clients might not be your strategy at all. **Questions this episode answers:** - What do travel clients actually pay for when they hire a travel advisor? - How do travel advisors stop undercharging and start pricing with confidence? - What is the difference between feature selling and outcome selling in a travel business? - How do retainer models work for travel advisors? - Why are supplier awards and top producer rankings misleading metrics for travel advisors? - What does friction removal mean in a travel business and why do clients pay for it? - How do travel advisors attract high net worth clients without paid advertising? - What is the right niche for a travel advisor and how does niching down increase referrals? - Why do travel advisors struggle to articulate their value and how can they fix it? - How do you build a profitable travel business around fewer clients and higher fees? **Connect with Lary:** https://www.linkedin.com/in/lary-n%C3%A9ron/ **Connect with Courtnie:** https://www.linkedin.com/in/courtnienichols/ **Enjoy and take action!** \--------------------------------------------------------------- **Rita M. Perez** (Host) first began in the travel industry as a travel advisor in 2010. She only fully realized her role as a travel entrepreneur in 2018, and embarked on a mission to support her fellow travel advisors in 2021 when she began the Strategic Travel Entrepreneur Podcast. She now strategizes with travel entrepreneurs, so they too can build sustainable travel agencies and market effectively. She's a maven when it comes to content photography and videography, and as such founded the Cruise Content Library and leads retreats and partners on FAMs where advisors get top notch content and education for their marketing efforts. **Website:**  https://strategictravelentrepreneurpodcast.com/everything/ **Socials:** LI: https://www.linkedin.com/in/ritaperez19/ IG: http://www.instagram.com/takethehelmvbs FB: https://www.facebook.com/groups/529490048073622 **Email:** rita@steeryourmarketing.com