When you’re first beginning your travel coaching, it can feel like you have a “chicken and egg” situation.
It’s hard to get social proof and to show people trust you, when you haven’t had a client yet (or when you’ve only had one or two clients).
But in order to get social proof in the form of reviews, testimonials, etc – you need to get clients.
If you haven’t had your first client yet, it might be that you need to find other ways to build trust.
In this article, written as a guest contribution by Erica Forrest from Trip Scholars, we explore the importance of building trust with clients as a travel coach.
Thankfully, this is something we teach travel professionals in the travel coach network.
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What the Travel Coach Certification Program Has Done for Erica
Erica is an awesome alumni of our Travel Coach Certification Program!
We’re so proud of the work she does, and everything she’s already accomplished.
You can hear a bit more about what our program has done for her here.
Trust and Travel Coaching
It might surprise you to know that my favorite meetings with long-term coaching clients are usually our final ones! Not because I am happy for our sessions to end, but because of what they share with me.
I meet with my clients one last time after they have taken their trip.
They are usually brimming with excitement about what they have done and are astounded at how much they have grown and changed.
They reflect on the initial goals they set out for themselves and how they met and often surpassed them.
They have discovered a strength that comes only from self-reflection and perseverance.
They are curious, motivated, and inspired to keep learning about the world and themselves through travel.
And most importantly, they feel confident that they now have the skills to do it independently.
As a travel coach, I see this potential in them during our first meetings, but they are the ones who have taken the steps to move through this transformation.
Over the preceding months, they trusted me enough to follow the advice and guidance I offered.
They invested time in the activities I provided and committed to deep conversations during our sessions, sharing some of their most tender vulnerabilities and heartfelt dreams.
This transformation is only possible when we, as coaches, earn our clients’ trust. Trust doesn’t just help clients feel secure—it empowers them to take ownership of their journeys.
In this article, we’ll explore why trust is at the core of travel coaching and how coaches can build it. Plus, we’ll look at how helping clients trust themselves is key to success. If you’re a coach—or thinking of becoming one—this will help you understand why building trust is essential.
And if you are looking for a travel coach, you’ll find suggestions to help you find a coach who can help you reach your dreams.
Why Trust Matters in Travel Coaching
Why is trust so important in travel coaching? Because travel coaching is deeply relational—it’s about more than logistics or advice.
It’s about connecting with your clients on a personal level and supporting them as they reach their travel dreams.
I’ve been a Certified Travel Coach for over two years through my business Trip Scholars.
During that time I’ve had the privilege of guiding clients through travel workshops, long-term group coaching, and private sessions, both one-on-one and over extended periods.
Trust lies at the core of everything I do and empowers my clients to reach their travel goals confidently.
When clients trust you, they feel safe sharing their goals, fears, and vulnerabilities.
Travel is often more than just a vacation; it’s a way to push boundaries, heal, and transform. For clients to fully embrace that transformation, they need to feel emotionally safe with you.
Helping Clients Trust Themselves
One of the most rewarding parts of travel coaching is seeing clients build confidence in themselves around travel. Many come to us with doubts and fears—whether it’s solo travel, navigating a new culture, or stepping outside their routines. Sometimes, the biggest barrier is that they don’t fully trust themselves.
Our job as coaches is to guide them through that fear and doubt. We provide tools, resources, and support to help them build self-trust. Whether it’s through goal-setting, self-reflection, or a step-by-step plan, we empower our clients to take action. Over time, they build skills, gather knowledge, and confidently craft the travel experiences they seek.
When clients trust you, they feel confident stepping outside their comfort zones and building the skills to have the travel experiences they want. The result? They’re more likely to follow through with their plans and make the most of their experiences.
Building Long-Term Relationships
Trust is also key to building long-term relationships. When built on a solid foundation, clients feel confident stepping outside their comfort zones, honing the skills needed to pursue the travel experiences they desire, and achieving transformational results.
When clients trust you, they come back for future coaching, recommend you to friends, and often become ambassadors for your work. Building trust turns one-time coaching sessions into lasting partnerships.
Common Trust Barriers Clients Face
Many clients approach travel coaching with excitement but also hesitation. Here are some common barriers that may hold them back:
- Fear of Vulnerability: Sharing personal travel dreams or anxieties requires trust, and clients may feel uncertain about opening up.
- Skepticism About Coaching: Clients may not fully understand the value of travel coaching compared to planning trips themselves or using a travel agent.
- Past Negative Experiences: Clients may have had bad experiences with other coaches, travel agents, or service providers, making them hesitant to trust again.
As travel coaches, recognizing these barriers and guiding clients gently to feel comfortable, heard, and supported is vital.
How Travel Coaches Can Build Trust with Clients
Building trust doesn’t happen overnight—it’s nurtured through every interaction. Here’s how you can create that essential foundation.
Authenticity
Be yourself! Clients connect with real people, not a hypothetical version of the perfect professional. Share your genuine personality and the reasons why you became a travel coach. Know your values and build your business around them to maintain authenticity.
Offer Value Before Commitment
Offer valuable content before asking for a commitment. This could be through your website, podcast, emails, or social media. Providing free resources and no-commitment discovery calls helps clients feel comfortable as they get to know you.
Active Listening and Empathy
Make sure you’re really hearing your clients. Ask open-ended questions and listen to their stories, fears, and desires. When clients feel truly heard, they’re more likely to trust you, and you can provide them with much more relevant support.
Transparency
Transparency about your process and pricing builds trust from the start. Set clear expectations about how you work, what your role is, and what clients can expect throughout the coaching process. This reduces uncertainty and builds confidence in your expertise. Spell this out in a coaching contract before starting.
Deliver on Your Promises
Follow through on what you say you’ll do, whether that’s sending resources, answering questions, or sticking to scheduled calls. Think about under-promising and over-delivering.
For example, after each private session, I send a follow-up message with an updated shared folder containing notes, client commitments, and additional resources. I promise to send it by the next business day, even if I plan to get it to them within the hour. If something comes up, I’m covered. But when I send it early, it’s a pleasant surprise for clients and reinforces their trust.
Building Trust in a Digital World
Most client interactions begin online, so building trust in a digital space is essential. Maintaining a professional online presence through a clean website or landing page and active social media profiles demonstrate reliability and dedication. Here are two other important ways to build trust online with your audience.
- Share Client Testimonials and Success Stories: Real-world examples of how you’ve helped clients can reassure potential clients that they’re in capable hands.
I always direct everyone I work with to a survey when we finish. In addition to requesting feedback, I also ask for testimonials about how working with me made their trips and their lives better. This gives me a library of honest testimonials I share on my website, social media, and in letters of inquiry to potential workshop hosts. You can make your own free surveys with Google Forms.
- Highlight Your Credentials: Potential clients want to know if you have the experience and knowledge to help guide them. So as you gain experience and credentials, like becoming a certified travel coach, be sure to share these accomplishments. This could also include other certifications, past careers, travels, education, volunteer work, publications, and more.
Potential clients also want to know who else trusts you, which is why it’s important to share when you are featured in the media. Being quoted in magazines, interviewed on podcasts, or featured as a guest on summits or websites, is a clear way to communicate that other experts trust you.
Finding a Travel Coach You Can Trust
If you’re searching for a travel coach, it’s important to find one who is reliable and capable of supporting your unique travel aspirations. Here’s how to ensure you’re in good hands:
- Engage with Their Content: Spend some time reading their blog posts, watching their videos, or listening to their podcasts. This will give you insight into their coaching style, values, and expertise. If their content resonates with you and feels trustworthy, it’s a strong indicator that they might be the right coach for you.
- Have a Discovery Call: A no-commitment initial conversation can help you gauge whether the coach is a good fit for you and if their approach aligns with your needs.
- Evaluate Communication Style: Make sure the coach is transparent about their process, listens well, and aligns with your goals and values.
- Check Credentials and Experience: Look for certifications, relevant experiences, and background.
- Read Reviews and Testimonials: See what others say about their experiences with the coach.
How the Travel Coach Certification Program Helped Me Build Trust in My Travel Coaching Business
Even before joining the Travel Coach Certification Program, my business, Trip Scholars, was built on a strong foundation of trust and deeply rooted values. However, the program helped me elevate and emphasize those core principles, weaving them into every aspect of my business.
Earning the TCCP certification bolstered my credibility, serving as a tangible marker of my commitment to professional standards. This has reassured potential clients that they are working with someone who has received formal training and is dedicated to high-quality coaching.
The certification also provided me with tools to highlight my credibility and effectively showcase client success stories. Additionally, having the certification opened doors for media and publicity opportunities, allowing me to share my expertise on larger platforms. This visibility has helped build trust by demonstrating to potential clients that I am recognized and trusted by reputable sources in the travel industry.
Trust is at the Heart of Travel Coaching
Trust is the cornerstone of successful travel coaching—it’s what transforms guidance into genuine partnerships and inspires clients to embrace their trips with confidence. Whether you’re a travel coach aiming to deepen your connections or a traveler seeking a coach who aligns with your values, understanding the role of trust is essential.
As you move forward, remember that building trust is an ongoing process that enriches both your coaching practice and your clients’ experiences. Embrace this approach, and you’ll not only inspire trust in others but also empower them to trust themselves. This shared trust becomes the foundation for transformative, meaningful travel that leaves a lasting impact.
About the Author: Erica Forrest
Erica Forrest is a travel education coach and published author who helps curious people create more meaningful trips.
As the founder of her travel education company, Trip Scholars, she blends over thirty years’ experience in education with the discoveries made through her own travels.
With her background as a certified travel education coach, former teacher, and school director, Erica excels at expanding people’s excitement for travel into deeper understanding and joyful discovery.
She has been a local NPR guest and published in Wander Magazine, Best Life, BuzzFeed, Apartment Therapy, and over 55 travel sites.
