TRAVEL
Why Trust Wins Travel Sales by Cheryl Patterson , CEO & Founder, Deep Blue Adventures, Swanton, OH
W HILE RECENT GLOBAL EVENTS have caused some travelers to hesitate or question whether certain destinations are still viable, a survey conducted last month by Scuba Diving Industry Magazine found that “divers are signaling that the desire to travel is still very much intact.” At Deep Blue Adventures, this is our experience. Demand for travel has not lost momentum, but it does require a more thoughtful approach grounded in informed decision-making and the right guidance. Many divers who travel with their local dive center or club do so not only for the camaraderie, but also for the comfort and ease that comes from being led by an experienced group leader. Having logistics handled, feeling supported and knowing there is someone accountable if issues arise are powerful motivators to rely on a professional. In recent years, our industry has emphasized connection as a cornerstone of cultivating a strong dive center culture.
Today, trust is an integral part of that connection. We all had to adapt during Covid, navigating change with creativity and resilience. That experience matters. The reality is that your customers want to travel, but many also want reassurance. They have more questions than ever and need to feel confident that you are informed, prepared and looking out for their best interests. With travel as our sole livelihood, it is vital we constantly monitor global events closely, both natural and manmade, not just major headlines, but subtler developments such as airline schedule changes, travel regulations and emerging trends. This allows us to guide our clients and respond with clarity and confidence. Speaking from experience helps cut through misinformation and removes fear of the unknown. Our clients also know we will be the first to advise them to delay, modify or cancel a trip if we feel it is in their best interest. That is building trust, and it is invaluable. We recognize that you already wear many hats, and we are not suggesting you become a full-time student of current affairs and weather systems. However, identifying dependable resources now, whether trustworthy individuals, organizations or online networks, and dedicating regular time to stay informed makes all the difference. We follow not only U.S. sources, but also global tourism boards, international government offices and news outlets to gain a broader perspective. If you are selling dive travel, you are inherently acting as a travel agent. Subscribing to free travel industry resources such as ASTA or TravelResearchOnline, joining online groups and building relationships with trusted partners and industry peers provide valuable opportunities to exchange information and receive support. The positive news is that demand for travel remains ex- ceptionally strong. These times also present an opportunity to demonstrate why you are their trusted, dependable source. Demonstrating care and knowledge also attracts clients whose question is not so much “should I,” but “who with?”
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You may not have all the answers, but lett your customers know you are on top of things and that they can rely on you to be their guide through uncertainty as well as underwater.
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