Unprecedented.
It’s the one word that nearly every business professional is using to describe 2026, and it’s especially relevant to those in the travel industry. Between a turbulent economic state, political strife and more natural disasters than recovery forces can keep up with, it’s a year that’s left travelers hesitant to book future vacations.
And, as a result, travel pros are left to shoulder the brunt of their clients’ concerns, staving off flashy headlines and searching for ways to assuage their fears. It’s a hard task considering sources of current travel anxiety land across the board, but these hesitations all boil down to the same thing: travelers lacking confidence in their trip.
Whether it’s personal safety when visiting international destinations or concerns about unforeseen cancellations, many clients are operating in limbo, subconsciously waiting for the other shoe to drop. The circumstances can feel downright discouraging, but they’re also underscoring the need for advisors to be more of a guiding hand than ever before.
Keep reading to learn how you can navigate difficult conversations, rebuild client confidence and stay connected with travelers through uncertain times.
Why Clients Are Thinking Twice
Travelers are citing a few different reasons for their reluctance to finalize any vacation plans, and the first is (predictably) the ever-changing political climate. According to a U.S. News and World Report, 37% of American travelers altered their plans this year because of shaky foreign affairs — 14% removed international destinations entirely from their lists, and 20% opted for domestic alternatives. American respondents also shared that they were anxious about how they were going to be perceived by locals when abroad, with another portion of survey takers expressing safety concerns about visiting locales near (or thought to be near) active conflict zones.
In addition to the unstable geopolitical atmosphere, travelers are also feeling uncertain about rising costs. Inflation is up 4.2% according to the U.S. Congress Joint Economic Committee, and that’s resulted in higher price tags for fuel and airfare. Popular carriers like United Airlines, JetBlue and Delta Air Lines have cut under-performing routes to counteract this financial strain, while others are bumping up their ticket pricing.
Couple those concerns with unexpected delays, like TSA shutdowns resulting in hours-long hold-ups, and it’s clear why clients are reducing the number of annual trips they’re planning and the amount they’re willing to spend on them. With all the uncertainty swirling around, it’s a combination that leaves travelers feeling vulnerable and like their already-expensive vacation could be pulled out from under them at any given moment.
The result? Globetrotters are sitting back and waiting out the chaos before booking their next trip.
Leading the Hard Conversations
From politics and finances to personal safety and trip investment, having productive conversations with clients about these concerns can be a challenge. Not only are they sensitive topics, but there’s a level of nuance required to navigate them — it’s not easy striking a balance between honesty and empathy while still maintaining client relationships. However, when done right and with care, tackling difficult conversations further cements advisors’ position as experts, inspiring a renewed sense of confidence in the traveler that their business professional has their back.
It starts with advisors being proactive and getting in front of the big, bold headlines online and in the news. The content, while generally informative, is often missing context specific to the traveler. So, instead of waiting for clients to approach travel pros with their hesitations about a developing story, reach out to them first with industry resources that explain how their upcoming trip is impacted. It could be as simple as breaking down the different levels of a State Department advisory or showing how far a tourist destination actually is from a conflict zone — taking the time to explain these details demonstrates an advisor’s investment in the traveler and their trip, ultimately helping to build mutual trust and confidence.
This early outreach approach is also important because it prevents clients from spiraling over what they’ve seen and heard online. By sparking the conversation first and positioning themselves as an industry leader and trusted figure, business professionals lessen the chance of losing clients before they’ve even had the chance to help.
In some instances, however, instilling confidence in travelers requires a different approach, particularly for those who are worried about the “what ifs” when abroad; these are the clients wondering about scenarios like how they’ll be perceived or whether their trip will unexpectedly be canceled. Whatever the circumstance, the most productive conversation advisors can have reminds travelers that confidence comes from planning, not prediction.
This is the perfect opportunity to dive into discussions about the fine print, explaining what booking policies, travel insurance, protection plans and support networks are available to clients should anything come up while they’re on vacation.
It may seem like a no-brainer, but as industry pros who know these policies inside and out, advisors understand that those details are what make clients feel secure while they’re traveling. The key is to show them that there are multiple safety nets in place to protect the vacation and their investment, making sure that travelers know there’s always a solution in their back pocket, even when they’re far from home.
Through all the tough talks, don’t forget to highlight the good parts, too. The conversations advisors are having with their clients can be heavy, but there’s a reason they wanted to book a vacation in the first place.
Building Relationships Between Bookings
Travel advisors are always looking for ways to stay top of mind when their clients are between bookings, but it’s become even more critical to do so considering the number of travelers who are waiting to plan their next vacation.
One option is to share inspirational content. Spotlighting destinations in a newsletter, creating sample itineraries based on seasonal trends or revealing new hotel or resort openings to clients who have booked similar accommodations with you in the past are some great places to start. It may not turn into any immediate trips, but when the time is right and travelers are feeling comfortable, they’ll know their advisor has all the latest updates and information to help them plan.
In a similar sense, educational resources are another way to keep clients informed. It’s also an ideal marketing opportunity, where advisors can share specific news stories with travelers who have an interest in that topic. A newlywed couple headed out on a backpacking trip through Europe would likely want to know about any changes to the visa requirements just as much as a multi-generational family would appreciate hearing that their favorite beach destination has recovered from a destructive storm. Delivering curated content to clients might require some extra time from the advisor, but sharing those updates shows that you’re willing to go the extra mile for them.
Feeling creative? Tap into those big ideas and serve up some originality! Recipes inspired by a trending destination and movie recommendations to capture the vibe of a place are fun ideas to get clients engaged. Not everything has to be promotional or tied to sales, and at a time when travel feels just a tad too serious, a good laugh can go a long way.
Whatever it is advisors choose, it’s about going above and beyond for travelers. Because sometimes, giving clients the confidence to travel is just as important as planning the trip itself.
Originally published in the Fall 2026 issue of The Compass magazine
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