Expert Advice from Europe Express: Selling Secrets for Advisor Success

I’m Kelly Helling, VP of Inside Sales at Europe Express, and I’m passionate about helping travel advisors thrive in today’s competitive landscape. Every day, I lead a team of Europe Specialists who work side by side with advisors—answering questions, solving challenges, and turning ideas into unforgettable journeys. 

After more than 15 years in sales leadership and a lifetime in travel and hospitality, I’ve seen the shift firsthand: selling isn’t about transactions anymore. It’s about relationships, trust, and expertise—the things that make clients feel confident and cared for. 

In this article, I’m sharing practical strategies my team uses every day to help advisors convert more inquiries into booked trips. These aren’t theories—they’re proven approaches that work in real conversations with real clients. From qualifying leads to positioning value and closing with confidence, you’ll find actionable tips to help you stand out and succeed. 

Ready to elevate your sales game? Let’s dive in. 

1. Every Great Sale Starts with Understanding Motivation

Before discussing itineraries or pricing, start with the why. Why is your client traveling—a milestone celebration, a family reconnection, or a bucket-list adventure? These emotional motivators turn advisors from “booking agents” into trusted partners. 

When you ask thoughtful, open-ended questions, you don’t just build itineraries—you build trust. 

As I often say: “Advisors who invest in thoughtful discovery don’t just design itineraries—they establish authority and inspire confidence.” 

Partnership begins by uncovering what matters most and delivering the right solution for an unforgettable experience. Try asking: 

• “What’s most important about this trip for you?” 

• “What kind of memories do you want to create?” 

• “What are your travel pain points?” 

When travelers feel heard, they’re more confident saying yes—and more likely to book again. 

Want to go deeper? Explore our guide Questions to Ask to Create an RFI on the Europe Express blog. 

2. Position Yourself as a Trusted Expert 

Confidence and expertise are your strongest sales tools. Clients want to feel their advisor knows Europe inside and out—beyond the basics. Lead with insider knowledge: the best seasons to visit, local customs, and those hidden gems that make a trip unforgettable. 

Kelly’s Tip: You don’t have to do it alone. Leverage your partners at Europe Express to strengthen your credibility. Tap into destination guides, sample itineraries, and advisor trainings. Join webinars to stay sharp. And lean on our Europe Specialists—they’re your secret weapon. They know the latest trends, visa requirements, and can recommend authentic, locally owned experiences tailored to your client’s needs. 

When you lead with knowledge and confidence, you inspire trust—and trust drives conversions. 

Ready to elevate your expertise? Explore our resources on the Europe Express blog and start positioning yourself as the go-to Europe advisor. 

3. Sell the Experience, Not the Price

Clients don’t buy the cheapest trip—they buy the best experience. Competing on price alone limits your value and your profit. Instead, focus on what truly matters: personalization, peace of mind, and exclusive touches that make travel unforgettable. 

As I often say: “Advisors who lead with value shift the focus from price to experience. They help clients see the journey, not just the transaction—building trust, deepening relationships, and driving long-term loyalty.” 

Use benefit-driven language to show why your recommendations matter: 

• “This itinerary ensures you skip long lines at major attractions.” 

• “We’ve included centrally located hotels to maximize sightseeing time.” 

• “Any issues? Just call—we’ll handle it before, during, or after your trip.” 

Every inclusion should enhance comfort, enjoyment, or convenience. When clients understand the why behind your choices, price becomes secondary—and trust becomes the foundation for repeat business. 

4. Master the Art of Upselling and Cross-Selling

Upselling isn’t about adding cost—it’s about adding meaning. Think of enhancements as curated experiences that transform a good trip into an unforgettable one. When positioned correctly, these add-ons deliver value for both the traveler and the advisor. 

High-impact upgrades to consider: 

• Private transfers for seamless arrivals 

• Rail upgrades for comfort and convenience 

• Exclusive excursions like wine tastings, cooking classes, or guided museum tours 

• Travel insurance for peace of mind 

Kelly’s Tip: “Position enhancements as ways to personalize and enrich the trip, not as added costs. Emphasize the emotional value—memories, convenience, and unique experiences—so clients see them as investments in making the journey unforgettable.” 

Try phrasing like: 

• “Would you like to add a private wine tasting in Tuscany to make this trip unforgettable?” 

• “Many travelers add travel insurance for peace of mind before departure.” 

Each enhancement deepens the experience and strengthens your role as a trusted advisor—while boosting revenue. 

Learn more from our blog: Why Travel Insurance is Essential for Every Trip. 

5. Keep Momentum and Personalization at the Heart of Conversion

Successful advisors maintain consistent, meaningful communication that keeps clients engaged. 

As I often emphasize: “Momentum matters—staying top of mind sustains excitement and accelerates decisions.” 

Follow up promptly with destination inspiration or travel tips and share resources like our Beyond the Itinerary blog or sample itineraries. Personalize every touchpoint—reference their dream destination or trip style and include insider insights. 

Add gentle reminders when space or pricing is limited. Consistency builds trust, and trust turns inquiries into bookings. You’re the expert—show clients you’re their partner every step of the way. 

In Closing: Selling is Partnership, Not Pressure

Success comes from empathy, confidence, and delivering value at every stage. Selling isn’t about pushing—it’s about partnering. 

As I always remind my team: “Your expertise is your superpower—use it to craft journeys they’ll never forget.” 

Leverage your knowledge to anticipate needs, personalize experiences, and inspire trust. Every recommendation should feel intentional and curated, turning ideas into extraordinary adventures. 

Partner with Europe Express to elevate your sales success—and join us in Helping You Impress.