Collette announced a new resource for advisors.
"Guided Advantage: A Selling Playbook for Travel Advisors 2026–2027" is designed to help advisors grow their business by providing strategies and tools to better match travellers with guided vacation experiences.
According to Collette, the playbook comes as trip planning becomes increasingly complex and travellers face more choices when booking vacations.
"Your clients are navigating more choices than ever before," said Kelsie Marchetti, Head of Virtual Events at Collette.
Collette Unveils "The Guided Advantage." (Photo Credit: Supplied)
"This playbook helps advisors cut through that noise — leading with expertise, building trust, and matching each traveler with the right experience."
The guide encourages advisors to position themselves as trusted consultants rather than transactional sellers by focusing on understanding each client's travel style before recommending an itinerary.
It outlines a three-step framework that encourages advisors to:
- uncover a client's travel preferences through meaningful conversations;
- match those preferences to Collette's portfolio of tours; and
- recommend experiences based on how clients want to travel.
The playbook also highlights several features of guided travel that advisors can use to demonstrate value beyond price, including expert trip planning, dedicated Tour Managers, hand-selected accommodations, immersive cultural experiences, and seamless logistics.
Collette says guided travel continues to appeal to travellers seeking deeper cultural connections, more time in destination, greater flexibility and personalized experiences, while removing the stress of planning.
In addition to sales strategies, the resource offers ideas for growing advisor businesses through group travel, trip extensions and post-trip engagement aimed at building long-term client relationships.
The company also points advisors toward a range of existing support tools, including its MyCollette platform, Business Development Managers, on-demand training and the new playbook, which is available through the Travel Advisor Portal.
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