“Flexibility is the new luxury”: How travel advisors are using reassurance to close bookings

Supplier choice increasingly driven by reassurance

That mindset is influencing supplier selection across all sectors, from cruise lines and tour operators to airlines and hotels.

Luciani says her team often presents the most flexible fare option first, knowing it aligns with current client priorities.

“Many clients will choose a supplier based on flexibility,” she says. “They’re increasingly understanding that flexibility has value, particularly when travel plans are more vulnerable to change.”

Smigadis sees the same trend, with reassurance-based features now playing a decisive role in closing sales.

“Flexibility has become a must, not a bonus,” she says. “It’s often the deciding factor between suppliers.”

The rise of destination guarantees

Beyond cancellation policies, destination-specific guarantees are emerging as another important reassurance tool, particularly for more complex or remote travel.

Smigadis points to initiatives like HX’s Greenland Promise as examples of suppliers responding to modern traveller concerns.

“When they’re meaningful and clearly defined, these guarantees are absolutely effective,” she says. “They show that a supplier understands today’s traveller mindset and is willing to stand behind the experience, not just sell it.”

Luciani agrees, particularly in the context of geopolitical uncertainty.

“Destination guarantees provide an added layer of confidence, especially for more complex style travel,” she says. “Amid geopolitical concerns, these promises help remove uncertainty and can be the reassurance clients need to move forward.”

According to Smigadis, these assurances can be especially powerful for expedition travel or destinations perceived as remote or politically complex.

“They can be the difference between a client admiring a trip from afar and actually committing to it,” she says.

Different clients, different reassurance priorities

While reassurance selling is now universal, the specifics vary widely depending on the client.

“Everyone wants safety, they just prioritize different versions of it,” says Smigadis. “Families want protection around illness, school schedules and airline disruptions. Older travellers are focused on medical coverage and cancellation terms. Expedition and bucket-list travellers care deeply about destination guarantees and contingency planning.”

First-time international travellers, she adds, often need reassurance across the board.

“For them, reassurance is often what allows them to book at all,” she says.

Luciani also sees heightened sensitivity among certain groups.

“Older clients tend to prioritize reassurance more heavily, as do parents with younger children,” she says. “We’re also seeing highly informed travellers, those who follow current affairs, asking more detailed questions and wanting additional protection.”

Insurance moves from optional to essential

Perhaps the most significant shift within reassurance selling is the role of travel insurance. What was once frequently declined is now a cornerstone of the sales conversation.

“Travel insurance used to feel optional, even though it never should have,” says Smigadis. “Now it’s non-negotiable. It’s about empowering clients to travel confidently knowing they’re protected if something goes wrong.”

She points to the last several years as a stark reminder of how quickly circumstances can change.

“Life doesn’t pause just because you’re on vacation,” she says. “Your trip is an investment, and protecting it and your peace of mind is always worth every penny.”

Luciani says personal experience often drives the shift.

“Clients who have experienced a personal loss or disruption are far more likely to purchase insurance,” she says. “We now position insurance as an investment rather than an added expense, asking clients what they’re willing to lose if something goes wrong.”

For both advisors, reassurance selling is not about fear-based messaging but about building trust and long-term relationships.

“It makes clients feel more confident booking,” says Smigadis. “And to be honest, it makes me feel more confident selling this way as well.”

This article originally appears in the Feb. 12 issue of Travelweek. To read the issue, click here.