It’s no secret that luxury advisors must to be able to wow the client – and that starts with a killer first impression.
Many agencies do this by welcoming customers to their high-street store, where they can have a face-to-face consultation and showcase their offerings. A swanky travel lounge, like Huben Travel or Swords Travel, can set the tone for the business, while also functioning as a marketing tool in and of itself.
But with so many luxury travel advisors finding success as homeworkers, it’s no longer essential to have a bricks and mortar shop to target the affluent market.
Many believe that the same VIP standards can be achieved through virtual appointments and coffee meetings, with some even arguing that their clients prefer this style of service.
One of these advisors is Francesca Whiteley, founder of Black Book Travel and Global Travel Collection member.
Previously a co-owner of a financial consultancy firm, the Manchester native made the bold move to travel just two months ago – fulfilling a dream she had long held.
While Whiteley says the switch has been challenging, she believes the skillset she developed in the City have been hugely beneficial to her role as a luxury travel advisor.
Whether it’s attention to detail or excellent organisation, the requirements of a financial consultant look surprisingly similar to those of an elite advisor.
Perhaps the most important skill, however, has been perfecting the client meeting – a staple of Whiteley’s career in the corporate world.
Having worked with Tier 1 investment banks and asset managers for 24 years, she knows well how to meet the standards of a luxury client – whether it’s managing their finances or their holiday.
Whiteley has now shared what she believes are top tips for delivering a VIP booking experience, covering everything from where to meet, to what to wear.
Visit them
Many high-net-worth individuals are time-poor, says Whiteley, so it’s important to make the consultation as convenient as possible for them. This might mean visiting the client in person, whether in their office or home, at an hour of their choosing. Not only does this save them valuable time, but it also protects their privacy and creates a more intimate service.
“I’ve got VIP clients that don’t want to walk into a shop at all,” says Whiteley. “They may not want to be seen, or there could be sensitive information, like money, being discussed.”
Whiteley also urges fellow advisors not to shy away from offering their services in the client’s home.
“Often, these people are used to people going around to their houses,” she assures. “It’s a concierge service.”
Coffee or lunch?
Alternatively, luxury travel advisors can host appointments in a cafe, restaurant, or hotel lobby. This can be a subtle tool to woo a client; a swanky meeting spot will showcase your individual taste, while also creating a more enjoyable booking experience.
Just be sure to screen the place beforehand to ensure its suitable – it needs to have fast WiFi, quiet areas, and excellent service.
If possible, reserve a table – the last thing you want is to be queuing awkwardly at the door or have to change venues at the last minute. Whiteley adds that cafes and restaurants with separate cubicles are a bonus, especially if you’re dealing with a discreet client.
Bring gifts
They don’t need to be expensive – but they do need to be thoughtful. Research the client’s interests before the consultation, and bring a gift they’re likely to appreciate to bring to your first meeting. Not only is this a kind gesture, it also showcases your ability to consider the finer details and personalise an experience.
“For example, I brought fancy biscuits with me to meet an older couple, because I knew they liked them already,” Whiteley explains. “I also had a client whom I knew enjoyed red wine, so of course, I brought him a bottle. It’s a personal touch, but it makes all the difference.”
Dress the part
Without a physical store, your brand is even more dependent on your style. It’s crucial to dress appropriately, but that doesn’t necessarily mean donning a formal suit. Whiteley believes travel advisors should choose their outfit based on the client, rather than have a solid ‘work uniform’ they wear to every meeting.
“If I meet an investment banker in Canary Wharf, I will wear a suit with a smart handbag and high-heeled shoes,” she says. “But this isn’t always the case. I recently had a consultation with a client who was coming from Pilates, so I wore nice athleisure with makeup and neat hair.”
Whiteley’s style also changes to “smart-casual” when she sees retired clients, who again, may feel a business suit is overly formal for the meeting.
“You mirror people to make them more comfortable,” she explains, adding that this skill is something she learned from her previous career in investment banking.
Pack wisely
No, not that type of packing. We’re talking about what you bring to a client meeting, which can be the difference between looking like a total pro or a total amateur.
This includes, but is not limited to, a laptop (fully-charged, of course), a clean notepad and pen, and any marketing materials that will aid the consultation. Whiteley also recommends adapting your style of taking notes depending on the client, adding that some people prefer if she writes her notes, while others favour everything to be logged on her laptop.
“I’ll do anything that makes the client more comfortable,” she says.
Video calling
In this context, a virtual appointment may these days be seen as inferior to an in-person meeting, but for many busy clients, it’s a godsend. Whiteley says there are a number of ways to enhance the optics of the video call.
“I use a Microsoft Teams background that’s a beautiful office to create that professional image,” Whiteley explains. “You don’t need to use an effects feature though; a neat and tidy background will also give the impression you are organised and presentable.” Other important things to consider are lighting (sitting in front of a sunlit window does wonders) as well as the camera and audio quality.
Itinerary matters
The itinerary isn’t just a document to outline the trip’s schedule – it’s a tool to highlight your concierge skills.
Whiteley delivers the itinerary “however the client wants it”, which typically varies on the age of the client.
“My more senior clients usually want me to print it off and physically hand it to them,” she says. “Alternatively, I upload it to a travel planning app. I subscribed to a platform where you can email someone the full itinerary, with flight information that refreshes regularly, recommendations, reservations and contact details. It’s an investment, but it’s a worthwhile one.”
