With travel and hospitality companies desperate to attract consumers back, it’s time that we use the clean slate that the past few years has given all industries as an opportunity to rethink how we sell our products and services and what it is that we’re actually selling.

What people choose to buy, where they go, and what they use has more thought behind it than ever before. They want brands that align with their values, whether that involves diversity, sustainability, wellness, or any other core value that steers their decision-making process. This is why travel and hospitality companies need to reassess what it is that the customer is actually buying.

Brands have a history of selling their features, services and products at a level that’s quite surface, but consumers are looking for more personal depth and meaning to what they spend their money on.

This is why people are shifting their priorities from that which was labeled as “luxury” or “premium” and now preferring to spend their money on something that brings more value into their life and well-being. The whole definition of “luxury” travel is reshaping because of this change in traveler behavior. Travel has a lot to offer us, which is why we travel in the first place. Our natural need for human connection and our desire for fulfillment, happiness, exploration, transformation, and meaningful experiences have people wanting to travel farther, longer and more often.

Because of this shift in buyer behavior, the roles of travel and hospitality professionals are shifting from transactional services to a more human-centric approach.

When it comes to working with a travel agent, for example, people are looking for someone who really takes the time to get to know them on a more personal level, not just their favorite cuisine or hotel chain. That’s no longer considered a “personalized” or “tailored” experience. Every traveler is different and every time that they go on a trip they have a new persona. This is why the old-school way of marketing to a certain demographic is no longer effective.

The world of travel agents used to be very transactional in hopes of a word-of-mouth referral, but people are much more mindful of what they spend their money on, how much control over an experience they hand over to someone else, and how personalized their experience was. This is why companies need to reassess what it is that their customers are actually buying.

Are they paying for someone to choose a destination and create an itinerary or are they buying an experience with their children that creates memories that last a lifetime? Are they paying for a comfy bed and access to a gym or are they paying for time away from their crazy work schedule to spend with their partner or spouse as their relationship was under a lot of stress because of the past few years in isolation?  Are they paying for a quick and easy online booking process or the chance to spend time in nature to self-reflect and get clear on the next steps in life that make them happy?

What you’re selling should go beneath the surface and align with the outcomes, results, feelings, changes or transformation people are looking for. These reasons are why people choose to travel in the first place.

Professionals across the entire travel industry need to wear new hats that they’ve never considered wearing before. Sometimes they need to be a coach, a therapist, and a shoulder to lean on. People are looking for travel professionals who are there with them throughout the entire journey, not just in the beginning. With more platforms, resources, apps and websites than ever before, travel professionals need to give travelers a better reason for their services.

People are willing to pay for added support and guidance on a more personal level with their travel experiences, because let’s face it, not everyone is a travel expert and they do need the right help and guidance on choosing where to go, when to go, who to go with, how long to go for, and what to do that all meets their main intention and goal for the trip. People need help with their mindset, overcoming any fears or limiting beliefs, a boost in self-confidence, and someone to help sculpt an experience that provides them with the outcome or feeling that drives their need to get away.

What do they need on a wellness level? Emotionally? Spiritually? Work-life balance? Work performance level? Relationships? Socially?

I recommend that travel and hospitality companies deepen their services and marketing to speak directly to the pain points and motivating factors of their ideal clients. They should put on their travel coaching hat in order to help clients set intentions for their trip and create the experience that meets their intended goals.

For a company, this not only helps to provide more meaningful experiences, but it also helps build loyalty and spreads positive word-of-mouth.