“During a webinar, the presenter asked us to reflect on our most recent trip and share what stuck with us. We all mentioned experiences, food, art, new connections and time with loved ones — but notably, none of us remembered the price tag. This exercise has helped me shift the focus from cost to the true value of travel: creating lasting memories. By painting a vivid picture of the benefits and connecting my clients to what matters most to them, I've found it easier to close sales and demonstrate the worth of investing in an elevated experience.”
Maricela Prayther, owner & travel enthusiast at Be Happy Nomad Travel
“I show the value of a high-ticket item to my clients by connecting it to the experience. Luxury clients seek exclusivity and ease, and they value their time far more than money. I paint a vivid picture of the experience for clients, using this knowledge to highlight what it feels like. For example, I describe what it’s like to have a private guide at a theme park, skipping all lines and being spontaneous. It’s about more than just convenience; it’s about turning a busy park into a personal playground and giving them the luxury of truly being in the moment.”
Christy Brown, owner of Little Luxuries Travel, an Affluent Traveler Collection affiliate
“I focus on understanding their ideal vacation by learning about their must-haves. A detailed trip rundown helps demonstrate the value. When discussing pricing, I highlight the benefits of each option in relation to their specific wishes. For instance, with business class airfare, I describe the enhanced comfort and convenience for a relaxing journey. Similarly, if they want a private chef, the focus would be on the unique and memorable dining experience. In my experience, clients often recognize the true value in higher-priced options when they fully understand how each component contributes to making their dream vacation a reality.”
Teresa DeGraff, owner/travel advisor at Copper Cactus Travel
“There’s truly no price tag on convenience when you’re on vacation. I often explain the value of high-ticket items by sharing real examples — like arriving in a new destination and being met by a private sedan driver who speaks your language. No confusion, no waiting in long lines and no stress figuring things out after a long flight. It’s all arranged and paid for ahead of time so you can just relax and start enjoying. These kinds of thoughtful touches take your trip from good to great — and they’re worth every penny.”
Traci Hoffman, owner/travel advisor at Vacations by Traci LLC
“High-ticket means different things to different people. My role isn’t to judge a price tag, but to understand what matters most to the traveler — and how I can assist, recommend or direct them toward experiences that leave a lasting impact. I focus on the ‘why’ behind the trip. Finding those meaningful add-ons that truly enhance the memories they’re hoping to create is just as important as booking the trip — and good for my business. Travel is deeply personal, and my job is to ensure every dollar spent adds value to the story they’ll tell for years to come.”
Cole Sjoholm, travel advisor at InteleTravel
“It starts with one word: transformation. I’m not selling a trip or a wedding. I’m selling peace of mind, time saved, elevated access and a trusted advisor who gets their lifestyle. Clients invest because they know I handle the details, protect their time and deliver something they can’t DIY. Luxury clients don’t need convincing; they need clarity. I position the experience around the outcome, not the price. Once they see the level of curation and care, the cost becomes a footnote.”
Courtnie Nichols, founder and CEO at TravelBash & TRvLB
“I show value by emphasizing the overall benefits of the trip, not just the price tag. Most higher-ticket options save clients valuable time, offer more personalized attention and include in-destination support if anything goes off track. These extras aren’t just nice to have — they’re what make the difference between a good trip and an exceptional one. It’s about creating a seamless, rewarding and stress-free experience where clients feel truly taken care of, from the moment they leave home to the moment they return — with lasting memories and none of the hassle.”
Niki Kremer, owner of Via Travel Service, independently affiliated with Travel Experts
“When presenting a high-ticket item, I focus on how the experience will make my clients feel — the personalized touches, the sense of happiness, the moments that will stop them in their tracks. It’s about crafting something that reflects a long-held dream come to life. I help them step into that picture — whether it’s sipping on a Hugo Spritz on a boat in Lake Como or dancing with school children in Kenya after a week-long safari experience — and that transformation is priceless. The value lies in the emotion, the memories and the sense that they’re exactly where they’re meant to be.”
Jessica Pressler, CEO & founder of Radiance Travel
Originally appeared in the Fall 2025 issue of The Compass magazine
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