One agreed holiday brief that tells you what to search for and when to contact the customer again.
Ask the five questions
Use the questions in the example as a conversation, not a script you must read word for word. Listen for the reason behind each answer. If the customer says ‘somewhere quiet’, ask what they want to avoid. Ask about room arrangements and any practical requirements that affect your search. Where a request needs more personal detail, use your normal private process to discuss and record it.
Five questions for the first conversation
- Who is travelling?How many adults and children, and how old will the children be when you travel?
- When would you like to go, and for how long?Which dates and departure airports work? Is there any flexibility?
- What would make this a really good holiday for you?Where would you like to go? What matters about the room, meals, journey or things to do? Is there anything we need to plan around?
- What total budget would you like me to work to?Is that for everyone? What should it include—such as bags and transfers—and is spending money separate?
- What would you like to happen next?Are you ready to compare options, or exploring an idea? How and when would you like me to reply?
Separate essentials from preferences
Ask, ‘Which two or three things would make this holiday right for you?’ Record those clearly. A separate bedroom might be essential; a sea view might be a preference. Check where they can be flexible, such as the departure airport or date. This gives you a sensible way to offer an alternative if the first search does not fit.
Write one short brief
Put the answers in the customer record you already use. Write the whole-party budget and what it needs to cover, rather than leaving an unexplained figure. Record children’s ages at travel when needed to search and price accurately. Leave unanswered points marked ‘to confirm’ instead of guessing. Collect the information needed for this stage; a first enquiry is not a reason to ask for passport scans or card details.
A completed holiday brief
- Travellers
- Two adults; children aged 7 and 10 at travel
- When
- Seven nights; depart 7–9 August 2027
- Where
- Open to Spain or Portugal; depart Manchester
- Essentials
- Separate sleeping area for the children; pool; transfer of roughly one hour or less
- Preferences
- Breakfast included; somewhere quieter in the evening
- Budget
- Up to £3,500 for all four, including flights, accommodation, two checked bags, transfers and compulsory charges. Spending money separate.
- To confirm
- Whether one day either side of the requested departure dates would work
- Next action
- Agent to send two suitable options by Thursday at 3pm; email preferred
Read it back and agree the next step
Say or send a short summary before you start searching. Give the customer a chance to correct it, and agree a realistic time for your reply. If their wishes and budget do not fit, ask which part they would consider changing. Do not quietly increase the budget or remove an essential. Once the brief is clear, begin with a small selection you can explain.
A confirmation email you can adapt
Your first action
Take your next holiday enquiry and write down the answers to the five questions before searching.
A simple check
Could a colleague use your notes to start the right search without asking you what the customer meant? If not, clarify that point with the customer.