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8 Ways to Gain Credibility with Your Clients

Updated: Oct 7, 2019

Establishing yourself as a reliable partner is one of the keys to your business success. As a new entrepreneur or small business owner, it can be challenging at first to build your credibility with your client base. It’s difficult to use your business reputation to book clients when you’re just starting out and haven’t had many or any at all. However, there are steps you can take to build your credibility from the ground up to ensure that your first clients and those who follow can rely on you as a savvy, dependable travel expert and advisor.

1. Be Empathetic

One of the best ways to convey your credibility is by showing your clients that you can understand and relate to their feelings. If you understand your client’s perspective, you’ll be better able to help build the itineraries and travel experiences that are most meaningful to them. This personal touch will show your clients that they are not just a number and that you want to take the extra step to know what they value.

2. Be Transparent

Your clients are placing their lives and pocketbooks in your hands when they book a travel experience with you. With such high stakes, it’s important to make it a priority to maintain transparency with your clients. A quick way to see a drop in brand loyalty is by engaging in shady business dealings or hiding things from your clients. Be upfront about any potential hiccups or mishaps. Your clients will appreciate your honesty and see you as a credible leader, even when things don’t always go 100% as planned.

3. Maintain Your Objectivity

When you’re building your travel brand, you need to focus on things related to your business. Don’t get sidetracked with preaching your personal beliefs to your clients. Instead, maintain your neutrality and focus on your business tasks and goals. Put your time and energy where it will best help your business and your clients in their travel endeavors.

4. Be Genuine

Similar to being empathetic and transparent, you’ll also build your credibility with clients by being genuine. Instead of focusing only on the highlights or positives, you should also let clients know of any potential risks or problems that may occur in their travels. This realistic approach shows clients that you are sincere and not simply pushing for a sale.

5. Build Your Knowledge & Skills

In a competitive market, simply maintaining expert knowledge in one area is just not enough. If you want to show your clients that you’re a credible travel partner, invest in building your skills and knowledge across the board. While it may be helpful to be well-versed in traveling to a specific area, it’s just as important to build your leadership skills to turn a dream vacation into a reality. Your clients will appreciate both your expertise and guidance when it comes to taking off on their next travel adventure.

6. Create Fresh Weekly Content

When current and potential clients see fresh content on your website, they realize being a travel advisor isn’t just your side hobby. Frequently posting content related to your brand can show website visitors you’re serious and you know what you’re talking about. New, engaging content shows that you are up-to-date on industry trends and that your shared insight is valuable. Showing off your travel expertise with fresh content is a great way to demonstrate your credibility in the field.

7. Request Testimonials

Collecting client testimonials is an important component when it comes to building your travel brand credibility. Reviews from clients can make or break a company, so be sure to uphold all of the standards of professionalism and service that are important to your clients. A shining testimonial can do wonders when it comes to gaining new clients or repeat travelers.

8. Build Your Confidence

When you exude confidence so will your clients. Bringing a confident mindset to the table is an essential part of establishing your credibility. Travel can be a huge financial and emotional investment, and clients place the success of their trips in your hands. They need to know you have the right attitude and abilities to see their travel experience through in a competent manner.

Even if you’re just starting out and haven’t yet built up a large client base, it’s essential to incorporate these strategies into your business plan. Establishing yourself as a credible travel advisor will help increase client loyalty to your travel brand and convey to new clients the degree of care you put into each and every booking.

Be sure to post any questions you might have below and we'll get right back to you! And if you like this blog give us some love by clicking on the ❤.


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Sandra McLemore is a digital marketing & business growth expert who got her start in the travel business over 20 years ago as a retail travel agent for STA Travel in a busy campus store front. She then worked her way into VP level in marketing, media and PR roles for the world's biggest cruise lines and travel brands.


Sandra is now the owner of TRAVEL MARKETING & MEDIA (formerly Village Girl Marketing), a marketing agency for travel brands specializing in content creation, design and media.




Each service and program helps travel agents to get a consistent flow of new clients through smart marketing strategies.


Over 12,000 travel agents have taken Sandra's online training, and signed up for her digital marketing solutions.

Sandra lives in Los Angeles and hosts a number of travel programs on cruise line and airline TV and can be seen on network news programs as a leading travel industry expert.  Heading off to the best travel trade conferences? You'll most likely catch her on stage there too!

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