Collette is equipping travel advisors with a new sales resource aimed at helping them position guided travel as a premium experience and grow their business.

 “The Guided Advantage: A Selling Playbook for Travel Advisors 2026–2027” provides advisors with strategies, conversation frameworks and business-building tools intended to help them navigate increasingly complex travel planning discussions and deliver more personalized recommendations to clients.

According to Collette, the playbook comes at a time when travellers are faced with more choices and higher expectations, creating greater opportunities for advisors to demonstrate their expertise and value.

“Your clients are navigating more choices than ever before,” said Kelsie Marchetti, Head of Virtual Events at Collette. “This playbook helps advisors cut through that noise – leading with expertise, building trust and matching each traveler with the right experience.”

At the heart of the playbook is a framework designed to help advisors move beyond transactional selling and strengthen their role as trusted travel consultants.

The guide encourages advisors to begin by uncovering a client’s travel style through meaningful questions, then matching those preferences to Collette’s portfolio of guided tours and recommending experiences based on how clients want to travel.

Collette says the resource also helps advisors communicate the value of guided travel beyond price by focusing on the benefits that accompany professionally guided experiences. These include end-to-end trip planning managed by experts, dedicated Tour Managers throughout the journey, hand-selected accommodations and immersive cultural and culinary experiences that travellers may not easily access on their own.

Beyond sales techniques, “The Guided Advantage” also focuses on business growth opportunities for advisors. Topics include using group travel as a driver of loyalty and revenue, enhancing trips through extensions and add-ons and maintaining engagement with clients after they return home to help build long-term relationships and repeat business.

To support advisors throughout the sales process, Collette continues to provide a range of tools and resources, including its Travel Advisor Portal, MyCollette and the Travel Advisor Playbook.

Source: Travelweek