Identify the ‘need’ state 

Nash believes the origin of every successful brand by asking one question: ‘What does my target client need?’ 

“In any form of travel that you’re selling, you’ve got to understand each and every guest as an individual. Why are they coming to you for advice? What is the reason that they want to travel?” 

Nash calls this process ‘identifying the need state’, which will, in turn, inform how you deliver your service. 
“How are they looking to feel? How are they feeling now? Do they want to feel enriched? Do they need a great spa, great food?” 

Start small 

It’s important to pace yourself at the beginning, especially if you’re operating as an independent advisor. 

“I would start small, don’t try to do too much at first,” said Nash. “Begin with a very firm purpose of why you exist.” 

For many advisors, that purpose is simply to save time for their clients. “People’s time is precious in terms of planning, and you want to know you’ve planned the vacation to deliver that ‘need state’. 

Send clear messages 

In an era where consumers are exposed to thousands of ads a day, clarity is your brand’s strongest weapon for standing out against its competitors. 

“Increasingly, we all have such a lack of attention span,” Nash said. “I myself rarely long-read anymore – I try and get my head into a book, and then I’m distracted, I’m back on my screen checking messages.” 

The rise of shortened attention spans means advisors must promote themselves in the clearest way possible: “You’ve really got to catch someone’s eye quickly these days, so just make sure it’s very clear on what your service is.” 

Consistency is key 

A steady image is fundamental to building trust with clients, so decide on your brand’s look and sound – and stick to it. 

“When building your brand, you must have consistency in the tone of voice through every level of the business,” Nash said. “The same terminology should be used across the board.” 

She went on to use Explora Journeys as an example, noting how all its staff have been trained to say “suites” and “terraces” instead of “cabins” and “balconies” as a means of differentiating the brand from other cruise lines. 

Don’t feel threatened by AI 

While AI can be a valuable support tool, Nash believes it’s no replacement for human advice. 

She revealed how she learnt this lesson the hard way earlier this year when she asked Chat GPT to plan an upcoming Japan trip: “It was a disaster – it was so much information and I didn’t know what to do with it.” Nash has since sought the expertise of a human travel advisor, and hasn’t looked back.