How Travel Advisors Are Selling Front-of-Cabin and Business Class Air Travel

20.07.2023 - 11:52 / travelweekly.com

Superior service. Comfortable seats. Tastier meals. Better entertainment. The appeal of flying in the front of the cabin is easy to understand. And savvy travel advisors know how to make selling first and business class an integral part of their services.

Selling front-of-cabin air travel is a natural fit for advisors who specialize in luxury travel, notes Keisha Adriano, president and chief executive officer at Travelwise International in Fort Washington, Maryland. She notes that advisors who are well versed in the complexities of air travel can serve as “airfare experts,” helping luxury clients to snag the best deals and in-flight experiences. “Airfare experts add the personalization necessary to have a seamless, worry-free, memorable travel experience, by advising the client of all enhanced travel options available to them, including preferred airlines, class of services, premium cabin inclusions, lounge access, transfers, lodging and VIP services,” she says. 

 “If you can sell higher classes of service tickets, it is more beneficial both to the traveler and to the advisor,” Adriano adds. “Flexibility and convenience are what every traveler is looking for, and as travelers move up in classes, fares contain less rules, less restrictions and, most importantly, [provide] refundability. As an advisor, the work and ease of handling top-tier tickets, opposed to the cheapest fares, is a lot easier.”

Marcia Simon, owner/travel advisor at Friendly Group Travel in Westbrook, Connecticut, agrees that it makes sense for advisors to book air travel to upscale clients, even as they may avoid doing so for other travelers. “I steer budget-minded clients to do it themselves,” she explains. “For clients who want upgraded services, I book air as part of a package. To attract — and keep — luxury clients, it's all about customer service. It requires more work at times, but if these clients have a good experience, they tend to be very loyal, and they refer their friends and families, who also tend to prefer upgraded services. It's worth the extra time.”

There is no single demographic for front-of-cabin flyers, according to Adriano. “Premium seating not only applies to high-end travelers, business or frequent flyers,” she explains. “It can also attract those who are celebrating a special occasion or who have health or accessibility needs.”

Simon also sells first and business class to a variety of travelers. “Business clients often want front of cabin; then again, many are savvy and use their mileage points for upgrades,” she says. “Aside from that, people who are part of a group have different preferences when air is not included in the group package. For instance, a cruise that begins in the