This past weekend, I visited my oldest daughter for a dad’s weekend at her sorority. It wasn’t a luxury getaway—I stayed in a budget motel. The kind with that classic ‘door-opens-straight-to-the-parking-lot’ charm, and the complimentary breakfast was a strong cup of 'hope you like gas station coffee.' But hey, it was clean, the bed was mostly level, and it did the job. We grabbed ice cream instead of staying at the fancy cocktail party, and we spent most of our time just talking, laughing, and being together. And you know what? It was an incredible weekend.
It got me thinking—so often in travel, we focus on high-end experiences, but at the heart of what we do isn’t just luxury, it’s value. A client who comes to you with a low budget isn’t necessarily a low-budget traveler. They’re a traveler at a particular point in their journey, looking for guidance on how to make the most of what they can afford.
As a travel advisor, when you nurture that relationship, they can grow into lifelong, high-value clients—ones who travel frequently, refer others, and increase their spend over time.
A $2,000 Client Today Can Become a $200,000 Client Over Time
Too often, advisors make the mistake of chasing only high-ticket sales, assuming small-trip clients aren’t worth the effort. But in shifting focus from transactional value to lifetime value (LTV), you’ll see the math tells a different story.
Don’t get me wrong, we all love the high-end sale, but these clients don’t just magically appear. Sometimes they are cultivated over time.
Let’s break it down:
A traveler books a $2,000 trip today.
They have a great experience, and you follow up.
By Year 3, they trust you and go a little bigger.
By Year 5, they’re now a $9,000/year traveler.
Over the 5 years, they spend $25,000+ with you and you’ve earned $3,500.
But here’s where the real magic happens—repeatability and scalability.
Annual Recurring Revenue (ARR): How 10 Small Clients Become a Big Business
Imagine you attract 10 travelers like this per year—people who start with a modest trip but grow into repeat, higher-value clients.
If each of those 10 clients follows a similar growth trajectory:
And this is only from the first 10 clients you started with—without factoring in new ones.
Fast forward a few years, and your client base has compounded. Each year, you're adding another set of 10 clients (or more) while your early clients keep growing their travel spend. By Year 5, you could have 50+ loyal travelers booking with you, each with increasing trip budgets.
Projected Annual Recurring Revenue (ARR) From 10 Growing Clients per Year
And that doesn’t even include referrals!
Naturally, many of these loyal clients will refer business. Some of the clients will increase their spend faster than others. Some will refer more clients than others. The key is to focus on compounding a client list and spend growth over time. If you want to build a multi-million dollar business, this is the way to do it.
Each time a new prospect comes into your pipeline, get to know them beyond their travel interests. Learn what they do for a living. See if you can spot how they like to spend their money and assess their spend growth potential.
How to Make Every Client Feel Like a VIP—No Matter Their Budget
Focus on Value, Not Just Cost:
A traveler with a $2,500 budget doesn’t just want cheap—they want the best possible experience for that budget. Show them how to maximize their travel dollars.
Educate Clients on Growth Paths:
Introduce clients to long-term travel planning. Instead of booking one-off trips, help them map out their dream destinations over the next 5-10 years.
Surprise & Delight with Personal Touches:
Budget travelers still love VIP treatment. A well-placed restaurant recommendation or a pro tip on avoiding crowds can make their experience feel premium.
Stay Engaged Between Trips:
Small clients today may not be ready for a luxury vacation. But in five years, they could be planning a $25K anniversary trip. An occasional check-in phone call or written note or even basics like your email newsletter go a long way.
The Bottom Line: The Best Clients Aren’t Always the Biggest Spenders—At First
When I look back at my weekend with my daughter, I didn’t stay at a five-star resort. I didn’t indulge in high-end experiences. And yet, it was priceless.
The same applies to travel. The most memorable experiences aren’t just about spending money—they’re about getting it right. And that’s what you do as an advisor.
So the next time a traveler comes to you with a modest budget, don’t dismiss them offhand. Nurture that relationship. Serve them well. Because five years from now, they might just be your best client.
Best success,
Jason