Planning With Intention for 2026

I’ve been spending a lot of time talking with advisors about planning for 2026. Not in a big, overwhelming way, but intentionally. I don’t believe most advisors need a longer to-do list. I think they need a clearer plan for how they want their business to look and feel in the year ahead. I’ve been in this industry long enough to see trends come and go. Platforms change. Booking habits shift. Algorithms do what they do. What hasn’t changed is this: advisors who build their businesses with intention, and who protect their time and energy, are the ones who last.

As we head into 2026, I don’t think most advisors need more ideas. I think they need permission to simplify and focus on what actually works. What follows isn’t theory. These are real, practical decisions advisors can make as they plan their year.

Choose What You Want To Be Known For

One of the biggest challenges I see is advisors trying to be everything to everyone. Cruises, all-inclusives, Europe, Disney, destination weddings, whatever shows up in the inbox that week. Instead of asking, “What can I sell?” Ask, “What do I want more of in 2026?” Look at what you already sell well. Pay attention to what energizes you instead of draining you. Notice what clients consistently come back to you for. Then lean into that. Update your profiles. Talk about it consistently. Build supplier relationships that support that focus.

You don’t have to stop helping people outside that lane, but your marketing should make it very clear where your strength is.

Be Intentional Instead of Constant on Social Media

Social media can be a helpful tool, but it can also become a source of pressure and distraction. Posting every day does not automatically lead to bookings. Clear positioning does. I’d rather see an advisor post less often, but with purpose. That might look like:

• Explaining how you helped a client decide between two options
• Sharing why working with an advisor matters in a specific situation
• Offering a behind-the-scenes look at how you stay informed

Those posts build trust. And trust leads to clients reaching out when they are ready, not just scrolling by.

Stop Treating Repeat Business Like a Bonus

Repeat clients should not be an accident. If someone has already trusted you with a vacation, they are often your easiest next booking, yet many advisors don’t have a plan for staying connected. This does not need to be complicated. A personal check-in once or twice a year. A message tied to how they like to travel. A thoughtful suggestion rather than a sales pitch. You don’t need a massive email list. You need to take care of the people who already said yes.

Put Some Structure Around Your Time

Time is one of the hardest things for advisors to manage, especially for those who genuinely care about helping people. But spending hours on research for someone who is not committed does not serve you or your business. As you plan for 2026, this is a good time to set clearer expectations at the start. That might mean using consultation forms or fees where appropriate, or being comfortable saying, “I’d love to help once we’re ready to move forward.” This isn’t about being unhelpful. It’s about valuing your expertise.

Don’t Ignore the Back End of Your Business

It’s not the most exciting part of the job, but it matters. Missed commissions, outdated profiles and unfinished follow-ups quietly cost advisors money every year. I encourage advisors to schedule regular business maintenance time to review outstanding commissions, clean up client records, update marketing profiles and make sure nothing is slipping through the cracks. A well-run business supports growth. Disorganization makes everything harder than it needs to be.

Three Questions to Ask Yourself When Planning 2026

A little clarity now can make a big difference over the course of the year. Ask yourself these three questions when planning for 2026.

1. “What type of bookings do I want more of this year?”
   Not what you can sell, but what you actually want to focus on. The trips that align with your strengths, your energy and the type of clients you want to work with.
2. “Where am I spending time that isn’t moving my business forward?”
   Look honestly at where your time goes. Research without commitment, marketing that does not convert or systems that create more work instead of less. Planning intentionally means deciding what to do less of, not just more of.
3. “What one change would make my business feel more manageable by the end of the year?”
   It does not have to be a big overhaul. One clear boundary, one improved system or one consistent habit can change how your business runs over the course of a year.

There will always be things outside your control. Pricing, supplier changes, algorithms, traveler behavior … What you can control is how clearly you communicate your value, how you spend your time and how intentionally you build your business. You do not need to reinvent everything in 2026. You just need to decide, ahead of time, what deserves your time and energy.

That clarity makes all the difference.