January isn’t just the start of the calendar year; it’s also the peak decision-making season for Australians. New research reveals that one in three Aussies (35%) makes significant life decisions during January, with nearly 3 in 5 (56%) choosing to kick off the year by planning a holiday. For many, travel serves as a mental refresh and a way to inject excitement into the months ahead.
For travel agents, this makes January a golden opportunity to connect with clients when they’re highly motivated to plan. And with 39% of Aussies feeling overwhelmed by travel planning, agents are uniquely positioned to step in, simplify the process, and provide solutions.
What stresses travellers and how travel agents can help
Despite the excitement of planning a holiday, stress can often creep in. High costs (63%) and visa requirements (51%) top the list of challenges that discourage travellers, while 34% admit that overthinking sometimes prevents them from booking at all, according to the latest research from Skyscanner.
This is where travel agents truly shine. Acting as trusted advisors, you can help clients overcome these barriers by presenting tailored solutions to their unique needs. Whether it’s sourcing the best-value flights, simplifying complex visa processes, or offering expert guidance on destinations that align with their goals, agents provide peace of mind.
“Aussies have no issues with locking in travel plans once they have all the information they need,” explains Skyscanner Travel Expert Jarrod Kris. Travel agents can play a pivotal role by delivering that information in a way that is clear, concise, and confidence-inspiring.
But it’s not just about presenting options—it’s about saving clients from the dreaded decision fatigue. By narrowing down the overwhelming array of possibilities, agents make the process not only manageable but enjoyable.
Timing is everything: Marketing strategies for January
For agents looking to maximise bookings, timing your marketing efforts around January’s decision-making energy is key. Here are some strategies to make the most of this crucial window:
- Pre-January campaigns: Use the months leading up to January to build anticipation. November and December are perfect for planting the seed of travel inspiration. Share content that gets clients dreaming about their next adventure, using messaging like, “Start your year with a getaway” or “Where will 2025 take you?”
- New Year promotions: The first weeks of January are a prime time for action-oriented campaigns. Offer exclusive deals, early-bird discounts, or value-add packages tailored to clients eager to book their next trip. Highlight affordability and ease to address concerns about high costs, one of the biggest hurdles for travellers.
- Destination inspiration: Spotlight trending destinations and travel trends for the new year to capture clients’ imaginations. Focus on destinations that offer strong value for money or unique experiences, and position yourself as the go-to source for insider knowledge.
- Stress-free planning guarantees: Emphasise how your services can eliminate travel-planning headaches. Highlight features like “one-call bookings,” bespoke itineraries, or concierge-style support to show how you simplify the process. The easier you make it for clients, the more likely they are to trust you with their holiday plans.
Aligning travel with client goals
Understanding client needs and aligning travel options with their goals can also help build loyalty. Neurologist Dr Faye Begeti offers insights into how travellers can make planning less stressful—a perspective agents can adopt to guide their clients:
- Combat decision fatigue: Too many options overwhelm the brain. Narrowing down choices to a curated selection helps clients feel in control.
- Prioritise decisions early: Help clients tackle key decisions—like choosing flights or accommodations—when their mental energy is highest.
- Suggest holidays that match their mindset: A stressed client might benefit from a peaceful retreat, while someone looking for excitement may prefer a city break or adventure holiday.
By leveraging well-timed marketing strategies, personalised service, and a deep understanding of client needs, travel agents can turn January’s decision-making rush into a boost for their 2025 sales.
