Catastrophic storms, disruptive current events, unexpected circumstances unfolding at home … There are many factors that can add an air of uncertainty to an upcoming vacation. Often stressful, disappointing and sometimes even scary, these instances can lead people to ponder if they should reschedule, cancel a trip or avoid traveling altogether; they’re also situations where clients need to be able to lean on their trusted travel advisor the most.
Anyone with seniority under their belt can attest: the travel industry is an uncertain one. After all, in the last decade alone natural disasters impacting major vacation destinations, distressing aviation headlines and a little thing called the COVID-19 pandemic have all entered the industry’s (and by extension advisors’) orbit, forcing them to pivot and adjust along the way. And while these may have been isolated incidents, the truth is, there are many factors that can disrupt global travel. That’s why it’s so important that advisors know how to support their clients when the unexpected strikes.
“The travel industry is constantly adjusting to changing conditions, to traveler sentiment, and to global events,” said Jacki Marks, global head of sales and engagement for ALG Vacations (ALGV). “The reality is, travel doesn’t stop; it evolves. Travelers may shift destinations, rebook or add protection, but the desire to travel remains strong. That ability to adapt quickly and thoughtfully is what keeps the industry moving forward.”
Travelers put their trust in advisors, and when unexpected variables threaten a client’s upcoming vacation, it’s an opportunity for travel pros who know their stuff to save the day and truly shine. Here are a few ways advisors can make sure they can swoop in and play the hero, as well as where they can find support during uncertain times.
An Essential Resource
First things first: if there’s one essential resource advisors need to know, it's the U.S. Department of State’s website. Home to up-to-date information surrounding international travel advisories and ongoing global events issued by the U.S. government, this handy website is useful for travel pros and travelers alike, as it’s where they can keep up with headlines, enroll in the Smart Traveler Enrollment Program (STEP) to receive communications from the local U.S. embassy or consulate and report a missing passport. Similarly, advisors can use the site as a tool to study up on local laws and customs, transportation, common scams, crime and more in the destinations they sell the most so they can be prepared if clients have questions.
“In today’s environment, staying informed isn’t optional; it’s part of being a professional,” said Guida Botelho, CTIE, vice president of The Travel Institute. “The Travel Institute’s programs and curriculum always emphasize the importance of regularly checking the U.S. State Department, destination tourism sites, and embassies so advisors can proactively navigate travel advisories and confidently guide their clients through changing conditions.”
Find the Facts
For better or for worse, social media always has something to say when a major event is unfolding. From photos and videos that may or may not be legitimate to uncited posts and extremely active comment sections, the endless buzz swirling around online can make it extremely difficult to decipher what’s real and what isn’t.
“I would encourage advisors to anchor themselves in facts and current conditions,” said Marks. “Travel is dynamic, and situations can evolve quickly, so it’s important to look at what’s happening on the ground today, not what headlines may have suggested days or weeks ago.”
Staying informed is essential, and equally essential is finding information in the right places. For advisors, this often means heading directly to resources and communications issued by trusted travel brands, organizations and tourism boards.
For example, Michael Schottey, vice president of membership, marketing and communications for the American Society of Travel Advisors (ASTA), said the group shares prudent updates with its members via email, social media and its website, ASTA.org. “ASTA’s primary goal is to support travel advisors and their businesses, so when times of uncertainty happen, we ensure we give all of the guidance and resources that we have,” he said. “Often this starts with some level of research to see exactly how our members and their businesses are affected, and then the deliverables might be insight, guidance, a tool kit or a full-on white paper/research study with accompanying market assets.”
Marks said ALGV’s approach emphasizes keeping travel moving: “We provide real-time updates, host rapid-response webinars, and equip advisors with clear, factual information they can share with clients. … [The] combination of operational support and proactive communication is critical in helping advisors navigate these moments with confidence.”
Finally, it’s important for advisors to remember that, by the time they reach out, clients may have already seen or read something that’s changed the way they feel about their upcoming trip; in these instances, it’s an advisor’s job to help them understand the facts and ultimately make the decision that’s best for them.
Support for Travel Pros
Of course, disruptive incidents are stressful for advisors, too. Luckily, they have lots of champions in their corner. “In times of uncertainty, our focus is on giving advisors clarity and confidence so they can continue to guide their clients effectively,” said Marks. And with well-established protocols that activate quickly during travel disruptions — from flexible rebooking options and streamlined refund processes to extended support and self-service tools — Marks says ALGV’s main goal is to make sure advisors feel “informed, supported and ready to act.”
Similarly, ASTA’s strong network of supplier partners, hosts and consortia, trade media and fellow travel advisors is a fantastic resource when things go awry. “As an individual travel advisor begins to grow their business, they might not understand where exactly each of those pieces of the support system come into play, but it’s essential that they make use of every single piece of it,” said Schottey. “It is one thing to grow your sales. It is entirely something different that ensures the business you’re building can withstand the worst this world has to throw at it. When the worst happens, the businesses that have tapped into the entire support system are the ones who come out on the other side.”
Bouncing Back
After a big event, people often wonder when it’s OK or safe to start visiting an impacted destination. And while the answer to that question can vary, Schottey says in many cases, tourism dollars are a huge and necessary boost to local economies. “Of course, an advisor needs to stay up to date with the best information and provide the best duty of care for their clients, but fears almost always outweigh the actual concerns,” he said. “In almost every situation where there has been some sort of critical event, the sooner tourists were able to get back into the destination once it was safe and stable, the better it was for the economy and those tourists report feeling extremely welcome.”
When in doubt, advisors can look to tourism boards and the local government for guidance as they are likely to have the most accurate information surrounding the return of travel to an impacted destination.
But what about the times a client doesn’t feel good about sticking with their initial choice? According to Marks, that’s when advisors can use their skills to help travelers choose the next best option or modify their booking. “We also see that travelers aren’t stepping away from travel, but rather that they’re adjusting,” she said. “They may shift timing, choose a different destination, or add protection for peace of mind.”
The only certainty in life, and in the world of travel, is uncertainty. Luckily, advisors have a lifeline when times get turbulent in the form of supplier partners, organizations that advocate for them and their peers.
“The travel industry is the most resilient force for good that anyone could ask for,” said Schottey. “Think of all the major, critical things over the years that were supposed to hamstring or entirely obliterate the idea of a travel professional, and we all keep coming back for more. … Meanwhile, even during the worst of times (business upheavals, wars, black swan pandemics), not only does the travel industry survive, but it rallies around each other. It’s always a sight to behold, and none of us could ask for a better industry to thrive in.”
Originally appeared in the Summer 2026 issue of The Compass magazine
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