Your Best Marketing Isn't Social Media, It's Your Clients

Your best marketing tool isn’t your Instagram grid, Facebook ads, or a clever TikTok.

It’s your past clients.

Whether you've worked with one traveler or one thousand, the people who already trust you are your most powerful referral source. When your clients love what you’ve done for them, they want to share you. But here’s the catch:

If you don’t make it easy to refer you, you’re leaving like-minded leads on the table.

I learned this firsthand. Early in my career, clients would message me asking, “Is it okay if I give your name to a friend?”

They wanted to refer me, but they weren’t sure how, or even if I wanted them to.

That was entirely my fault. I hadn’t built a system that invited referrals naturally.

Here’s how I changed that…. and how you can, too.

1. Add a Call to Action Everywhere
Create a clear, easy way for people to refer you. Whether it’s a link to your inquiry form, a consultation scheduler, or a simple email address, give them a direct path.

Then put that link everywhere:

• Welcome packets

• Travel documents

• Know Before You Go guides

• Email signature

• Your itinerary app

• Even a QR code on your business cards

You’re not just marketing here, you’re empowering your clients to advocate for you.

2. Ask for Referrals Directly
Make it part of your process, not a one-time favor. Tell them, whether in an email or on a call. Something like:

“If you know someone planning a trip, I’d love to help. Share this link with them.”

Include a clear ask in your email messages. Bring it up in conversation. Don’t be annoying and over-ask, but don’t be shy either!

• Put it in their “next steps” list after they’re booked and confirmed.

• Ask them when you’re following up on their return home.

• Have a list you email regularly? Use one of your emails to just ask. It’s ok to promote your business!

Most clients are happy to refer you, they just need a little nudge.

3. Thank and Track Referrals
Whether it’s a handwritten postcard, a thoughtful thank-you email, or even a full fledged referral program with incentives, make sure your clients feel appreciated for their referrals.

I recommend to keep it simple by using a tool you already use regularly, whether that’s a spreadsheet, Trello board, or CRM.

• Who referred whom

• When the referral came in

• Whether you thanked them

• Whether you’ve provided the incentive/gift

You don’t have to offer gifts (I don’t), but you do need to follow up with care. You want your clients to look like rockstars for referring you so they feel extra good about referring you again in the future.

Referrals aren’t random. With the right back-office systems, they become a steady, sustainable source of new leads.

Know someone who could use some referral-generation ideas? I’d love for you to share the link to this post with them!

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