TORONTO — One of the defining challenges for today’s travel advisors is deciding whether to cast a wide net or to focus on one area of expertise. For many, the temptation to be a generalist is strong – after all, offering “everything to everyone” feels like it provides the greatest number of opportunities. But as the industry grows increasingly competitive, with consumers able to access countless booking platforms online, being a generalist often makes it harder to stand out.

At the same time, travellers are looking for more than simple booking services. They want trusted partners who can help shape memorable, seamless and highly personalized journeys. This is where specialization comes into play. By honing in on a specific type of travel, destination or client demographic, advisors can position themselves as experts who not only provide access but also deliver insight and reassurance that travellers can’t get from a search engine or travel app.

Industry leaders agree that specialization is not just about narrowing focus – it’s about elevating value. From building stronger client relationships to increasing referrals and revenue, being known for a particular expertise can transform an advisor’s business.

Jackie Friedman, President of Nexion Travel Group, tells Travelweek that the benefits are clear. “While it may feel safer to be a generalist, specialization is one of the most powerful ways for travel advisors to differentiate themselves in a crowded marketplace,” she says, adding that it often leads to stronger loyalty, more referrals and ultimately, higher earnings. “When an advisor specializes, they become more than just a booking agent – they become a trusted authority in a specific type of travel.”

FINDING THE RIGHT NICHE

If specialization is the goal, how should advisors decide what niche to pursue?

Friedman suggests looking at the intersection where passion, skills and market demand meet. “It’s important to avoid chasing trends simply because they’re popular,” she says. “If you are genuinely interested in your specialty, that enthusiasm will shine through in every conversation and consultation.”

Cathy Larsen, Co-Owner of Departures Travel Sidney in Sidney, BC, agrees with this approach: “Choose what you are passionate about and what you are most knowledgeable about. Consider market demand and who you would like as clients.” For her, personal insights and supplier relationships are just as critical as enthusiasm. These elements form the backbone of a credible and recognizable brand.

Christine James, Vice President Canada at Travel Leaders Network, adds that it makes sense to select a speciality that’s in demand “but steer away from too broad a target like cruising as you will be competing against more advisors.” Instead, James recommends narrowing it down to river or luxury cruising so that advisors stand out in a smaller pool.

I’VE FOUND THE RIGHT NICHE – NOW WHAT?

Once a niche is chosen, the work doesn’t stop there. Each expert underlines the need for education, visibility and credibility.

Larsen summarizes the process in three steps: Educate, Experience and Elevate. Advisors should seek training and certifications, gain first-hand knowledge through FAM trips or personal travel, and elevate their brand so their specialty is clear. “Don’t be afraid to self-market, update your social media and dress the part!”

Friedman agrees that visibility is key. She recommends that advisors update their branding, website, social media profiles and email signature to reflect their chosen niche. Building a community is equally important, she adds: “Join Facebook groups, forums or online communities related to your niche – or better yet, start one yourself.” From there, advisors can nurture their new community by hosting webinars and running events that showcase their expertise.

Karen Hardie, General Manager Canada, Virtuoso, adds that building credibility extends beyond marketing. She notes that Virtuoso maintains an ongoing list of advisors interested in media opportunities and says it’s important to “raise your hand” for those moments, as they help strengthen credibility with existing clients while attracting new ones. Using CRM data and digital tools to track client preferences further cement’s an advisor’s reputation as someone who listens and delivers.

TIMING: WHEN TO SPECIALIZE

For new-to-industry advisors, the question often arises: should they specialize right away or wait until they gain more experience?

James suggests that newcomers focus first on building their foundation and learning the basics but also keep specialization as a long-term goal. Hardie similarly advises starting broad to discover natural strengths, while still developing habits like curiosity and listening from day one.

Friedman believes that while it’s fine to start broad, advisors shouldn’t wait too long to narrow their focus. “The sooner an advisor can start positioning themselves as a specialist, the faster they’ll attract the right clients and grow their business,” she says.

Larsen takes a balanced approach, suggesting most new advisors get comfortable first, but pointing out that some can specialize immediately if they bring personal experience. “I have an who is new and specializes in accessible travel but he has a lifetime of real-life experience behind him,” she says.

BALANCING MULTIPLE NICHES

Another common question is whether an advisor should tackle multiple niches at once. The consensus is that focus is critical at the start, but complementary niches can be added over time.

James warns against trying to do too much. “Clearly, you can’t do everything really well, so focus on what you know and enjoy and brings you a good return on all your efforts.”

Hardie also recommends starting with one clear specialty, adding that “spreading across multiple niches too early can dilute your message.” Once advisors have a strong foundation and the right systems in place, they can then “thoughtfully expand into complementary niches without losing focus.”

LONG-TERM STRATEGY

For all four experts, the message is consistent: specialization is not a constraint but a growth strategy. It allows advisors to deepen their expertise, deliver exceptional value and build stronger, longer-lasting relationships with clients. Whether an advisor starts specializing immediately or after building foundational skills, the key is to find a niche that aligns with passion, demand and profitability – and then to pursue it with focus and confidence.

In a marketplace where travellers crave both personalization and reassurance, being known for something specific can make all the difference. For today’s travel advisors, specialization is not just an option – it is a pathway to relevance, resilience and long-term success.