A good selection of a tour begins not with opening a search engine, but with a short and precise brief. If an agent immediately searches for options using the phrase “I want the sea in August,” he wastes time on dozens of unsuitable hotels, and the client receives an overloaded selection and postpones the decision.

The purpose of the brief is not to arrange an interrogation, but to understand what kind of vacation the client considers successful, what restrictions cannot be violated and by what criteria he will choose. Below is a conversation structure that can be used in correspondence, over the phone, or in a meeting.

Why asking about the budget is not enough

The same amount can mean completely different expectations. For one tourist, a new hotel and a beautiful beach are important, for another, a convenient flight, silence and good sleep, for a third, a children’s club and a short transfer. Until the priorities are named, the agent compares prices and does not solve the client’s problem.

A strong brief reduces the number of options, but increases the likelihood that each of them will meet the client's expectations.

Practical principle of a travel agent

12 questions to ask before selection

  1. Who is traveling? Number of adults and children, age of children on the date of return, relationship of travelers.
  2. Where is it convenient to fly from? Main and acceptable alternate airports, willingness to go to another city for a suitable flight.
  3. What dates are possible? Exact date, range and maximum flexibility: one or two days sometimes makes a significant difference in price and availability.
  4. How many nights are needed? Check the minimum and comfortable duration, not just the desired number of nights.
  5. What is the total budget? For all tourists or per person, with or without flights, and is it acceptable to go a little over the limit with a strong advantage.
  6. What must be included in your vacation? For example: first line, sandy entrance, water park, kitchen in the room, Wi-Fi for work, barrier-free environment.
  7. What definitely shouldn’t happen? Long transfer, noisy animation, stairs, pebbles, small area or distance from the city.
  8. What pace of relaxation do you like? Quiet hotel, excursions, nightlife, active sports or a combination of several scenarios.
  9. How to eat more comfortably? Breakfast, all inclusive, ability to cook yourself, dietary restrictions or children's menu.
  10. Where have you vacationed before? What you liked and what you would like to change. Concrete past experience is more accurate than the abstract words “good service.”
  11. Are there health and document specifics? Only what affects the trip: mobility, allergies, document validity, citizenship and visa restrictions.
  12. When is the client ready to make a decision? Today, after agreement with the family or after salary. This determines the validity period of the offer and the next contact.

How to discuss a budget without awkwardness

Don’t just ask, “What’s your budget?” Give context: “In order not to send options that are obviously not suitable, please indicate a comfortable budget for the entire trip and an amount beyond which we definitely do not consider.” This way the client understands why the question is needed, and more often answers specifically.

If the person doesn't know market prices, offer ranges and explain the differences: basic, comfort, and marked improvement. Do not promise an exact price before checking the availability and contents of the package.

Define three levels of requirements

  • Required: Without this, the option will not be considered - for example, a direct flight or a sandy entrance to the sea.
  • Desirable: adds value, but allows for compromise - for example, a room with a view or a recent renovation.
  • It doesn’t matter: the client is not ready to pay extra - for example, a large territory, if the family spends most of the time on excursions.

At the end of the conversation, repeat the priorities in your own words: “I understand correctly: we are looking for seven nights, departure from Chisinau within two days, a sandy beach and a calm family hotel; We can sacrifice the view from the room, the general limit is ...". The client will confirm the task or immediately correct the inaccuracy.

Warning Signs You Shouldn't Ignore

  • A child is participating in the trip, but the age is approximate. Age required on return date to make a reservation.
  • The budget was named without specifying the currency, the number of tourists or the composition of the package.
  • One participant chooses the tour for the entire company, but the key expectations of the rest are unknown.
  • The client compares it with the price from an advertisement or a screenshot without dates, departure city and room type.
  • There are medical, visa or documentary nuances, but the client asks “first to choose, then we’ll sort it out.”

Such signals do not mean that the application should be abandoned. They mean that before selection, the missing data should be recorded and separately indicated what else requires verification.

How to turn answers into a short collection

  1. Weed out everything that violates the mandatory requirements.
  2. Choose three to five options with different logic, rather than ten almost identical hotels.
  3. For each, write down why it was included in the selection, one main plus and one fair compromise.
  4. State what is included in the price, what is paid separately and what remains subject to confirmation at the time of checking.
  5. Conclude with a specific question: Which criterion is more important when choosing between options A and B?

Checklist before submitting an offer

  • The composition of tourists and the ages of children are recorded accurately.
  • Dates, duration and departure airport confirmed.
  • The budget is clear as a total amount and has an upper limit.
  • Mandatory requirements are separated from wishes.
  • Passport, visa and medical restrictions reported by the client have been verified.
  • The deadline for making a decision and the time of the next contact have been agreed upon.

Main conclusion

The brief saves time for both parties and makes the agent’s value visible: the client receives not a list of links, but a solution for his vacation scenario. Use the same question structure, save answers in your CRM and update them before each new trip - this makes repeat sales faster and more accurate.