In an industry that often glamorizes expertise and polished perfection, it can feel like the only way to succeed is to “fake it until you make it.” But let’s be honest, if that doesn’t feel authentic to you, don’t do it. There is strength in saying “I don’t know, but I’ll find out.” In fact, it’s one of the best things you can do as a travel advisor.
You don’t have to have all the answers. You don’t need to know where every country is on a map or the best hotel in every destination. I still don’t! What I do know is that I have mad research skills (just ask my sons when they first started dating … ) and a solid network of supplier partners, contacts and tools to help me find what I need. That’s what makes me good at what I do and it’s what will make you great, too.
The Pressure To Pretend
It’s easy to feel like you must perform in this business. Social media highlights those who look like they’ve got it all together, always traveling, always selling, always “in the know.” That image can create pressure to pretend you know more than you do, especially if you’re just starting out.
But that approach is exhausting. And worse, it’s not sustainable. Putting on a false front leads to burnout and can damage your credibility when clients find out you’ve been bluffing. There is another way and it’s better in every way: Be real.
What Authenticity Really Looks Like
Being authentic doesn’t mean sharing every flaw or doubt you have. It means being honest and committed. It means telling a client, “Let me look into that for you,” rather than making something up or rushing through without confidence.
Clients don’t expect perfection. They expect service, care and clarity. They’ll trust you more when you’re honest about what you don’t know, especially when they see how hard you work to find the right answers. You don’t have to be an expert in everything. You need to be someone they can count on.
The Real Power Is Resourcefulness
If there’s one trait that separates average advisors from great ones, it’s resourcefulness.
Those who research are better advisors. Why? Because they aren’t just giving answers, they’re finding the right answers. They take the time to verify, to compare, to understand the why behind the what. And clients feel that difference.
More importantly, those who are willing to put themselves out there, to admit they don’t know something, to ask questions, to keep learning, go farther in this business. That vulnerability is a strength. It creates space for growth and for genuine connection.
This isn’t about being “less than,” it’s about being smart enough to know you’re always learning and being brave enough to admit it.
Authenticity Builds Long-Term Success
Some of the most successful people I’ve met in this business aren’t the loudest or most polished. They’re the ones who say, “I don’t know it all and I’m willing to listen to learn.” Those are the people I admire. That’s the kind of leadership I respect.
Because the truth is, clients can spot fluff eventually. And when they do, trust is gone.
But advisors who lead with honesty, who follow through, who care enough to ask and learn? Those are the ones who get referrals, build loyalty and turn one booking into a relationship that lasts years.
This business is built on trust. And trust is built on authenticity.
Final Thoughts: Be True to You
At the end of the day, this is your business. It doesn’t have to look like anyone else’s. You don’t have to be the most well-traveled, the most experienced or the most knowledgeable person in the room.
You just have to be you, curious, committed and real.
Others can fake it, and sure, they might make it … for a while. But sooner or later, the smoke clears. And when it does, substance will always outshine fluff.
Be honest. Be willing to grow. Be the advisor who doesn’t need to pretend — because you’ve already proven you’ll do the work to get it right.
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