Mastering Year-End Sales Analysis: A Guide for Travel Advisors

The key to success for setting new sales goals for 2026 lies in a thorough analysis of your past sales performance. Here's a step-by-step guide to help you figure out your year-end sales numbers and set goals for the new year.

1. Review Your Bookings: Start by diving into your Customer Relationship Management (CRM) system. Categorize your bookings in a way that makes sense to you, perhaps by niche markets or specific suppliers. This will help you evaluate the volume of bookings associated with each supplier or niche and calculate the percentage of total sales they represent. Establish a comprehensive total number of bookings to get an accurate picture of your sales landscape.
2. Analyze Traveled Sales: If you are an established agent, focus on "traveled sales" — those that have been completed and finalized. Analyze data from January 1 to December 31, 2025, to gain insights into your sales performance over a full calendar year. New agents should concentrate on new sales from December 1, 2023, to the date you run the report to give you a starting point for comparison.
3. Assess Your Quote-to-Booking Ratio: Examine the number of quotes issued, deposits received and clients who did not respond. This ratio is crucial for identifying areas for improvement in your sales process. Consider why clients may not be responding — pricing concerns or lack of follow-up could be factors. Your ultimate goal is to close sales; use this analysis to refine your strategies for 2026.
4. Identify Repeat Clients and Referrals: Review your bookings to spot repeat clients and referrals. Knowing who referred new clients to you allows you to express gratitude and nurture these relationships. Repeat clients and referrals are vital for sustained success, so focus on maintaining and enhancing these connections.
5. Understand Client Discovery Channels: Investigate how new clients found your services. Whether through social media, events, articles or online group recommendations, understanding these channels helps you target your marketing efforts effectively. Adjust your marketing strategy to reach the people where most are finding you. If you notice not many people are finding you on Instagram, then focus on the platform that is working.
6. Focus on Engaging Potential Clients: Most people will take more than a few months to book a trip. This is where your email marketing plays a crucial role in nurturing relationships with potential clients. Maintain email communication with those leads who haven't booked yet, provided you have their permission.
7.  Analyze Your Strengths and Weaknesses: Identify your strengths, such as a high rate of repeat clients, and work to maintain and enhance them. If your repeat business rate is low, explore strategies to strengthen relationships with past clients, encouraging future bookings and referrals.

By following these steps, you'll be well-equipped to analyze your year-end sales numbers and set informed goals for the new year. Sometimes you have to look back to move forward. Here's to a prosperous 2026!