From “Nice Vacations” to Marquee Wins: How to Design Signature Trips Clients Rave About

Most travel advisors can book a perfectly “nice vacation.” But the agencies that grow faster and earn more referrals specialize in something deeper: marquee trips—those signature experiences clients can’t stop talking about long after they’ve unpacked.

In a recent Travel Marketeering Live session from WorldVia Travel Network, the focus was on moving from ordinary bookings to standout, marquee wins that define your brand. Below are the key ideas, translated into practical actions you can use to shape your next unforgettable itinerary.

What Makes a Trip a “Marquee Win”?

A marquee trip isn’t just longer, pricier, or more luxurious. It stands out because it hits an emotional nerve and feels tailor‑made for a very specific kind of traveler.

Typical hallmarks of a marquee trip include:

• A clear, memorable promise or transformation (for example, “Reconnect with your teens before they launch” rather than “7 nights in Italy”).
• A defined audience and occasion, such as milestone birthdays, multi‑generational reunions, or passion‑driven experiences like wine, hiking, or history.
• Intentional “story moments” designed into the itinerary—those scenes that end up in the family album and, later, in your referrals.

When clients describe these trips to friends, they don’t list inclusions; they tell stories.

Step 1: Choose Your Marquee Traveler, Not Just a Destination

Instead of starting with “I sell Europe” or “I do all‑inclusive resorts,” begin with a very specific traveler and situation.

Ask yourself:

• Who do I most enjoy serving, and who gets the best results from working with me?
• What life moment are they in—empty nest, honeymoon, retirement, blended family, solo reset?
• What are they really craving beneath the surface—connection, validation, adventure, rest, or reconnection?

Example:
Instead of “Caribbean family vacations,” your marquee traveler might be “busy professional parents who want one unplugged, screen‑free week each year to reconnect with their kids before they’re grown.”

That level of specificity makes every later decision—destination, suppliers, activities, content, and messaging—much easier and more impactful.

Step 2: Define the Emotional Core of the Trip

Every marquee trip needs an emotional throughline your marketing can lean on.

Consider framing your core promise with phrases like:

• “So you can finally…” (for example, “So you can finally travel with your aging parents without feeling like the cruise director.”)
• “Without having to…” (for example, “Without having to argue about logistics or spend hours researching online.”)
• “Even if you…” (for example, “Even if you’ve never traveled overseas before.”)

This promise becomes the spine of your itinerary and your marketing copy. It tells clients what will feel different about this trip compared with something they could piece together on their own.

Step 3: Design Intentional “Marquee Moments” in the Itinerary

Instead of stuffing itineraries with activities, deliberately plant 3–5 standout moments that define the entire trip.

These might be:

• A private experience or behind‑the‑scenes access that guests could not easily get themselves.
• A hosted dinner, ceremony, or surprise element that ties into the traveler’s story (anniversary, graduation, retirement, or healing).
• A thoughtfully planned “white space” moment—time to breathe, notice, and connect—framed and protected as part of the design.

When crafting marketing content for your marquee trip, talk about these moments in emotional and sensory terms, not just logistics. For example, describe the feeling of walking into a candlelit courtyard for a family celebration, rather than just “Welcome dinner included.”

Step 4: Put Your Name in Lights

One of the most powerful points in the session was the idea of owning your marquee trip and putting your name on it.

That can look like:

• Giving the trip a branded name tied to your agency or niche.
• Creating a simple, repeatable framework you can use again in different destinations (for example, “The Reset Retreat,” “The Legacy Journey,” or “The Launch‑Year Family Escape”).
• Packaging it as a flagship offering on your website, social media, and email, so visitors immediately see what you’re known for.

When you treat your marquee itinerary as an “on‑stage” product instead of a one‑off custom trip, it becomes a magnet for the right clients and referrals.

Step 5: Market the Story, Not the Specs

Marquee trips are sold through story, not spreadsheets.

Ways to translate your marquee design into marketing content include:

• Sharing mini case studies or anonymized client stories that mirror your ideal traveler.
• Capturing language clients use before and after the trip—what they were worried about, what surprised them, and what they’re still talking about months later.
• Turning those quotes and transformations into headlines, emails, short‑form video scripts, and social captions.

Specs still matter, but they support the story rather than lead it.

Step 6: Use Each Marquee Trip to Spark the Next One

A single marquee trip can generate a ripple of future business if you plan for it.

Build in:

• Post‑trip rituals like debrief calls, photo‑sharing prompts, or small, thoughtful follow‑up gifts that keep the memory alive.
• A gentle but clear referral ask, framed around helping other families or couples experience what your client just did.
• Invitations to “the next chapter” trip (for example, “When your youngest graduates, here’s where we’ll go next”).

When you think of each marquee trip as the beginning of a client’s long‑term travel story—not a standalone transaction—it naturally leads to loyalty and referrals.

Bringing It All Together

The shift from “I can book anything” to “I create this kind of marquee experience” may feel risky, but it’s one of the fastest paths to differentiation and sustainable growth as a travel advisor. By choosing a specific traveler, defining a clear emotional promise, designing intentional moments, and proudly naming and marketing your flagship trip, you turn ordinary bookings into unforgettable wins your clients can’t stop talking about.