For many travel advisors, selling the dream is no longer enough. In a post-pandemic landscape shaped by global uncertainty and operational disruptions, reassurance has become a central part of the sales process. From flexible cancellation policies and rebooking options to destination guarantees and comprehensive insurance coverage, today’s travellers want to know not only where they’re going, but what happens if things don’t go as planned.

This shift has given rise to what many advisors now describe as ‘reassurance selling’ – an approach that prioritizes protection, flexibility and transparency. Rather than dampening enthusiasm, advisors say these conversations are actually helping clients book with greater confidence and commit sooner.

For Julie Smigadis, Owner and Lead Travel Advisor at Travel Our World – Envoyage Canada, reassurance now enters the conversation almost immediately.

“Reassurance comes into play almost right away, often before we even talk about the fun stuff,” she says. “Clients are asking about cancellation flexibility, what happens if plans change, weather disruptions, geopolitical concerns, strike action. The questions aren’t coming from fear as much as from experience.”

That sentiment is echoed by Denise Luciani, agency owner at Marlin Travel Brantford, who says clients are raising concerns earlier than ever, sometimes even after bookings are already in place.

“We’re hearing concerns about political stability, changing terms and conditions, supplier reliability and what happens if plans need to change,” she says. “We’re also hearing from clients who already have bookings and want reassurance around protection and flexibility.”

From selling destinations to selling protection

Before 2020, reassurance was often a closing note in the sales process. Today, it is foundational.

“Pre-pandemic, reassurance was a snippet near the end of the conversation,” says Smigadis. “Now it’s part of the conversation from the beginning. I still sell the dream, but I also sell the safety net. It’s not pessimistic, it’s practical.”

Luciani agrees, noting that the order of operations has shifted significantly.

“The focus has moved from ‘where do you want to go?’ to ‘how protected do you want to be if something changes?’” she says. “Insurance is now a key topic early in the conversation, and we’re more proactive about discussing destination considerations.”

In some cases, those destination discussions involve steering clients away from places they may feel less comfortable visiting based on personal or geopolitical concerns. Luciani notes that some travellers are choosing to avoid destinations like the United States, depending on individual comfort levels and current events.

Flexibility as a booking catalyst

Both advisors say flexible cancellation and rebooking policies are among the most powerful tools for moving clients from hesitation to confirmation.

“When clients know they won’t lose everything if something changes, they move forward faster and with less stress,” says Smigadis. “In many cases, flexible policies are what turn ‘let’s wait and see’ into ‘let’s book it.’”

Luciani says flexibility plays a significant role, though its importance varies by traveller.

“It often depends on a client’s tolerance for risk and how much value they place on added protection versus cost,” she says. “Many clients are willing to pay more for flexibility when they clearly understand the possible risks.”

Smigadis says price sensitivity has shifted noticeably, with flexibility now seen as part of the value proposition rather than an add-on.

“Clients are very aware that the cheapest option is often the least forgiving,” she says. “Many are happy to pay a bit more for peace of mind. I often joke that flexibility is the new luxury, and honestly, it’s not really a joke.”

Supplier choice increasingly driven by reassurance

That mindset is influencing supplier selection across all sectors, from cruise lines and tour operators to airlines and hotels.

Luciani says her team often presents the most flexible fare option first, knowing it aligns with current client priorities.

“Many clients will choose a supplier based on flexibility,” she says. “They’re increasingly understanding that flexibility has value, particularly when travel plans are more vulnerable to change.”

Smigadis sees the same trend, with reassurance-based features now playing a decisive role in closing sales.

“Flexibility has become a must, not a bonus,” she says. “It’s often the deciding factor between suppliers.”

The rise of destination guarantees

Beyond cancellation policies, destination-specific guarantees are emerging as another important reassurance tool, particularly for more complex or remote travel.

Smigadis points to initiatives like HX’s Greenland Promise as examples of suppliers responding to modern traveller concerns.

“When they’re meaningful and clearly defined, these guarantees are absolutely effective,” she says. “They show that a supplier understands today’s traveller mindset and is willing to stand behind the experience, not just sell it.”

Luciani agrees, particularly in the context of geopolitical uncertainty.

“Destination guarantees provide an added layer of confidence, especially for more complex style travel,” she says. “Amid geopolitical concerns, these promises help remove uncertainty and can be the reassurance clients need to move forward.”

According to Smigadis, these assurances can be especially powerful for expedition travel or destinations perceived as remote or politically complex.

“They can be the difference between a client admiring a trip from afar and actually committing to it,” she says.

Different clients, different reassurance priorities

While reassurance selling is now universal, the specifics vary widely depending on the client.

“Everyone wants safety, they just prioritize different versions of it,” says Smigadis. “Families want protection around illness, school schedules and airline disruptions. Older travellers are focused on medical coverage and cancellation terms. Expedition and bucket-list travellers care deeply about destination guarantees and contingency planning.”

First-time international travellers, she adds, often need reassurance across the board.

“For them, reassurance is often what allows them to book at all,” she says.

Luciani also sees heightened sensitivity among certain groups.

“Older clients tend to prioritize reassurance more heavily, as do parents with younger children,” she says. “We’re also seeing highly informed travellers, those who follow current affairs, asking more detailed questions and wanting additional protection.”

Insurance moves from optional to essential

Perhaps the most significant shift within reassurance selling is the role of travel insurance. What was once frequently declined is now a cornerstone of the sales conversation.

“Travel insurance used to feel optional, even though it never should have,” says Smigadis. “Now it’s non-negotiable. It’s about empowering clients to travel confidently knowing they’re protected if something goes wrong.”

She points to the last several years as a stark reminder of how quickly circumstances can change.

“Life doesn’t pause just because you’re on vacation,” she says. “Your trip is an investment, and protecting it and your peace of mind is always worth every penny.”

Luciani says personal experience often drives the shift.

“Clients who have experienced a personal loss or disruption are far more likely to purchase insurance,” she says. “We now position insurance as an investment rather than an added expense, asking clients what they’re willing to lose if something goes wrong.”

For both advisors, reassurance selling is not about fear-based messaging but about building trust and long-term relationships.

“It makes clients feel more confident booking,” says Smigadis. “And to be honest, it makes me feel more confident selling this way as well.”

This article originally appears in the Feb. 12 issue of Travelweek. To read the issue, click here.