<br />
THE GUIDED<br />
ADVANTAGE<br />
A Selling Playbook for Travel Advisors<br />
2026–2027<br />
Why Guided Travel<br />
Wins Today<br />
And Why Your Role Matters<br />
More Than Ever<br />
2 gocollette.com<br />
Hi, Advisor!<br />
I’m so excited to join you on this journey — the journey of selling Collette (my favorite<br />
place to work, but maybe I’m biased).<br />
We’re currently in the golden age of travel. However, while it’s more accessible than ever,<br />
it’s also more demanding.<br />
Your clients are flooded with options, advice, reviews, and “deals.”<br />
They don’t know where to start, and that’s where you come in.<br />
Your expertise is valuable. And matched with the right support, you can sell (and earn!)<br />
more, see increased return business, and foster incredible relationships with your clients.<br />
So, I made this guide for you. It’s full of valuable selling insights with real information<br />
directly from our sal<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 1" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=1"> THE GUIDED ADVANTAGE A Selling Playboo</a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 2" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=2"> Why Guided Travel Wins Today And Why Your Role Ma</a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 3" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=3"> Hi, Advisor! I’m so excited to join you on this</a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 4" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=4"> What’s Inside 5 – 7 LESSON 1: Ref raming Gu</a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 5" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=5"> LESSON 1 Reframing Guided Travel for the Modern C</a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 6" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=6"> LESSON 1: REFRAMING GUIDED TRAVEL FOR THE MODERN </a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 7" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=7"> How Collette redefines guided travel: 1 • Design</a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 8" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=8"> LESSON 2 Consulting, Not Selling — in 3 Easy Step</a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 9" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=9"> Step 1: Hack Your Approach by Learning Travel Sty</a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 10" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=10"> LESSON 2: CONSULTING, NOT SELLING — IN 3 EASY STE</a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 11" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=11"> 11</a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 12" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=12"> LESSON 2: CONSULTING, NOT SELLING — IN 3 EASY STE</a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 13" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=13"> Here’s what this looks like in action: </a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 14" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=14"> LESSON 2: CONSULTING, NOT SELLING — IN 3 EASY STE</a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 15" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=15"> Ready to Practice? Take a look at our examples o</a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 16" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=16"> LESSON 3 Overcoming Objections Learn the language</a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 17" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=17"> Objection 1: Price What They Say: “That’s expens</a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 18" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=18"> LESSON 3: OVERCOMING OBJECTIONS Objection 2: F</a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 19" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=19"> LESSON 4 Setting Your Client Up for a Successful </a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 20" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=20"> LESSON 4: SETTING YOUR CLIENT UP FOR A SUCCESSFUL</a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 21" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=21"> Almost Ready to Book? Set Expectations Early. Li</a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 22" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=22"> LESSON 4: SETTING YOUR CLIENT UP FOR A SUCCESSFUL</a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 23" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=23"> LESSON 5 Success With Groups You can grow your bu</a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 24" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=24"> LESSON 5: SUCCESS WITH GROUPS How Groups Grow </a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 25" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=25"> Align Your Leader’s Motivation With Perks in 2 St</a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 26" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=26"> LESSON 5: SUCCESS WITH GROUPS The Group-Buildi</a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 27" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=27"> LESSON 6 Upselling Without Feeling Sales-y Tour e</a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 28" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=28"> LESSON 6: UPSELLING WITHOUT FEELING SALES-Y Fra</a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 29" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=29"> Want to know what travelers tell us all the time?</a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 30" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=30"> LESSON 6: UPSELLING WITHOUT FEELING SALES-Y </a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 31" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=31"> Pre- and Post-Tour Extensions: Three Styles to Ma</a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 32" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=32"> LESSON 6: UPSELLING WITHOUT FEELING SALES-Y Why</a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 33" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=33"> LESSON 7 How (and When) to Communicate When commu</a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 34" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=34"> LESSON 7: HOW (AND WHEN) TO COMMUNICATE A Simpl</a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 35" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=35"> LESSON 8 Work Smarter With What You Already Have </a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 36" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=36"> LESSON 8: WORK SMARTER WITH WHAT YOU ALREADY HAVE</a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 37" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=37"> MyCollette Your behind-the-scenes command center.</a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 38" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=38"> LESSON 8: WORK SMARTER WITH WHAT YOU ALREADY HAVE</a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 39" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=39"> Marketing Resources Make promotion easier — and </a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 40" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=40"> LESSON 9 AI as Your Behind-the-Scenes Assistant L</a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 41" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=41"> Getting Started With AI A simple way to begin: •</a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 42" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=42"> LESSON 9: AI AS YOUR BEHIND-THE-SCENES ASSISTANT </a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 43" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=43"> How to Use AI Well A simple rule: use AI differe</a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 44" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=44"> LESSON 10 Turning Post-Trip Moments into Repeat B</a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 45" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=45"> Where Loyalty Is Actually Won The days right aft</a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 46" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=46"> LESSON 10: TURNING POST TRIP MOMENTS INTO REPEAT </a>
<a title="2026_Advisor_Playbook_US_ZMAG_withlinks page 47" href="https://secure.viewer.zmags.com/publication/0e72e3ec?page=47"> You made it! You’re already doing meaningful work</a>