It’s a typical holiday season scene: a client sees a deal too good to ignore and clicks for details. Yet this year, as budgets cinch tighter and price sensitivity calls for second thoughts, expect an inner battle of “Do I really need this?” and “Should I be spending the money?” rather than “I’m going to treat myself.”
Black Friday is the shopper’s Super Bowl. For many, however, 2026 will be less about the volume of offers and more about the value.
Leading with price—especially when stop-in-your-scroll savings make it so easy—is never a bad strategy. However, a circumspect consumer mindset means that while a deal may open the door to conversation, it won’t close it on a sale.
GIVE YOUR CLIENT A REASON TO TRAVEL
We are fortunate enough to work in an industry that provides experiences, not products. Advisors fulfill dreams, spark imagination, and create wonder through travel.
That said, everyone has their own vision when it comes to vacationing. If you’re not personalizing a prospective trip to match your client’s style, odds are they won’t feel the connection that lets them view a getaway as a form of wellness—and thus an investment worth making.
Is your client a harried mother who feels like the family’s too busy running around for quality time together? A boyfriend trying to plan the just-right proposal? Grandparents who want to share a place that holds special meaning with their grandchildren?
Providing the “why” for a customer to travel puts the value of the vacation front and center, shifting it from another purchase to an action with a deeper meaning. Instead of waiting for them to come to you, reach out with a customized suggestion that shows you’ve been listening.
USE YOUR SUPPORT SYSTEM
The last quarter of the year is, for many of us, the most stressful. Strategizing to finish strong, setting budgets and goals for next year, analyzing metrics and identifying trends and opportunities … the list never ends.
On top of that, it’s also the busiest shopping season. Every industry and brand is out there competing for consumers’ attention. So do yourself a favor and rely on your partners to lighten the load.
Think of it this way: Santa has his elves. Advisors have ALGV.
If you’re booking a country or city you’re not overly familiar with, let the Premier Destinations Team step in to help. Select Hawaii, Europe, Asia/Middle East/Africa, or South Pacific/Australia when contacting us, and you’ll be automatically routed to an experienced specialist.
Planning a five-star vacation? Set the tone with our Luxe Concierge Desk. Whether you’re seeing what requests are possible before making the reservation or moving forward with arrangements, this team of Consultants has the experience and resources to create something truly exceptional.
Strike marketing from the list with free socials posts, flyers, emails, and other content from the newly refreshed ALGV360°, or spot-on hotel and tour recommendations from Travelogue—debuting an updated look-and-feel of its own ahead of the holiday rush.
Whatever aspect of booking you need help with, our team is here to support you.
CHECK BACK OFTEN
From early deals to doorbusters to Black Friday exclusives, look out for a rotating roster of amazing savings now through Cyber Monday. No matter when your travelers are looking to lock in, count on the year’s best offers for travel through September 30, 2027.
Don’t overlook the opportunities of Small Business Saturday, perfectly positioned between Black Friday and Cyber Monday on November 28, either. Closer to the big day, keep an eye on your inbox and ALGV360° for tools to drive shop-local sales your way.
KNOW WHEN TO PRESS & WHEN TO PAUSE
As tempting as it can be to add one more sale to your ledger, remember it’s not worth losing a loyal client over. Today’s conversation can become tomorrow’s business.
Let your customers know that you’re available and on hand to answer questions or recommend a fantastic deal, but then step back and allow them to come to you. A soft, personalized suggestion goes much further toward turning interest into action than an aggressive broad approach.
You know your value. You know your expertise. Give your clients the chance to see it firsthand, and when they’re ready to book, you’re the one they’ll go to.
And if they’re there but hesitating to make that final commitment? Figure out what barrier is standing in their way and present a solution.
Offer Travel Protection Plus to combat uncertainty, stress the benefits of low deposits and Flex Pay to those hyper-focused on the final quote, and put together a customized itinerary of excursions or value-boosting upgrades for the experientially focused.
At the same time, don’t be afraid to reach out to customers you haven’t talked to in a while. A great deal and a relevant recommendation to plant the idea might be just what they’ve been waiting for.
SELL THE GIFT THAT KEEPS GIVING
As shoppers fill out their wish lists and bookmark the best deals this Black Friday, embrace what makes you stand out: having the expertise to design memories to last a lifetime.
There’s no gift better than that.
