Every day, as travel advisors, we're presented with choices that could either delight our clients or lead to unexpected challenges. One such choice is whether to recommend lesser-known travel brands, properties, and itineraries.
This question isn’t about choosing sides or deciding what’s definitively right or wrong. Instead, it’s about being aware of the risks and rewards that come with stepping off the beaten path—and making an informed decision for both ourselves and our clients. Let's explore this idea a little further.
The Risk Side of the Equation
Let’s start with the elephant in the room: the risks. One of the biggest concerns with recommending a lesser-known brand is that you/we often lack the leverage to advocate for a client if something goes awry. When you have a strong relationship with a well-established preferred partner, you can pick up the phone and get things fixed quickly when there’s a problem.
That kind of leverage is built on trust, history, and, frankly, the volume of business you bring to the table. With newer or smaller brands, that safety net may not exist. It is the proverbial high-wire act without a net. If a client has a negative experience, not only could it damage your reputation, but it could also mean losing that client’s future business altogether.
There’s also the unpredictability factor. Larger, well-established brands have consistency down to a science. They deliver a reliable experience, which is why many travelers feel comfortable sticking with them. When you venture into recommending lesser-known brands, the service, safety, or even the quality might not be as predictable. It could lead to incredible experiences—or unexpected disappointments. And as travel advisors, we walk a fine line between creating unforgettable moments and mitigating potential disasters.
The Reward Side of the Equation
But let’s not forget the rewards! Some of the most memorable and talked-about experiences often come from taking a chance on something unique, or as so many of you shared with me after my message last week, turning a challenging client situation into a great opportunity for lasting memories and client loyalty.
Think about the early days of river cruise brands like Avalon Waterways and Ama Waterways. These brands were brand new about 20 years ago. While their consistency has grown over time, they were still delivering great experiences in their early days. These brands didn’t start with a global reputation; they started with a unique offering that resonated deeply with a certain type of traveler, someone who seeks out the unusual and values the journey as much as the destination.
Advisors who tap into these lesser-known brands can position themselves as true curators of unique experiences, offering their clients something they can’t get anywhere else. If you can find a hidden gem that becomes the highlight of a client’s trip, you’ve created a story they’ll tell for years—and you’ve likely secured a client for life. There’s a real opportunity to shine here, but it requires us to step into the unknown with confidence and due diligence.
So, What’s the Right Move?
I’m not here to tell you that you should always recommend lesser-known brands or that you should stick only with the big names. That decision is yours to make based on each individual client’s preferences, your risk tolerance, and your own business strategy. What I do recommend is taking the time to consider both the risks and rewards before you make a decision.
Ask yourself: Does this client appreciate a more curated, one-of-a-kind experience, even if it means taking on a bit of risk? Or are they someone who finds comfort in the tried-and-true? Maybe they’re the kind of traveler who’d love to hear that they’ll be among the first to experience a new boutique hotel or an up-and-coming cruise line. On the other hand, if things go wrong, do you have enough clout with this lesser-known brand to step in and advocate for your client effectively?
I’d even encourage you to openly discuss the risks with your client as a means of sharing the risk decision, though your client will ultimately hold you responsible.
A Strategic Approach to Balancing Risk and Reward
As a travel advisor, the game isn’t about avoiding risk altogether—it’s about managing it. It’s about knowing when to play it safe and when to take a calculated risk. It’s also about understanding our clients deeply enough to know what they’ll value most: the reassurance of consistency or the thrill of discovery.
If you decide to go down the road less traveled and choose to walk the high wire, make sure to do your homework. Reach out to industry colleagues, look for reviews, and understand the management behind these lesser-known brands. Your ability to vet these options thoroughly will make all the difference. Remember, our value as travel advisors is not just in what we know but in how well we navigate the unknown.