Budget discussions with clients aren’t always easy, but what if they didn’t have to be so awkward? Talking about money with clients can be one of the trickiest parts of being a travel advisor. Vague budgets, mismatched expectations, and the fear of sounding too transactional can make the conversation feel uncomfortable. But it doesn’t have to be that way.

In a recent conversation, Courtney Gardner—founder of boutique agency Fisher & Stout—shared how she approaches budget discussions in a way that’s natural, transparent, and trust-building. Here’s how you can apply those same strategies to your own process and move from budget discomfort to budget clarity.

Start With Feelings, Not Finances

Before jumping into what a client wants to spend, ask how they want to feel on their trip. Do they want to feel adventurous? Pampered? Rested? This emotional framing gives you a clear sense of the experience they’re after, which can help you guide the conversation around value rather than just price.

Clarify Budgets Early to Avoid Misalignment

When budgets are vague, it’s easy for expectations to spiral out of sync. Address it early—but gently. Use questions that frame budget as part of the planning toolkit, not a limitation. For example:

• “What kind of investment are you comfortable with for this trip?”
• “Are there any financial parameters I should keep in mind as I design your experience?”

Educate on Value Through Transparent Communication

Being upfront about costs doesn’t mean breaking down every line item—it means clearly communicating the overall value of the trip. Help clients understand what’s included, where their investment is going, and which elements are truly elevating the experience. Transparency builds confidence, especially for clients who are new to working with a travel advisor.

Offer Creative Alternatives Without Disappointment

If a client’s vision doesn’t align with their budget, don’t shut it down—instead, pivot with purpose. Suggest alternative destinations, seasons, or accommodations that preserve the feeling they’re after. Focus on maintaining the spirit of the experience, even if the specifics shift.

Be Intentional With Language

Words shape perception. Use collaborative language to keep clients engaged and confident in the process. Phrases like “Let’s explore…” or “We could look at…” make the conversation feel like a partnership rather than a sales pitch. Offering price ranges can help gauge comfort levels and get a soft commitment before diving into the planning process. You can also ask thoughtful questions like, “Is it more important to stick to your budget, or to make sure we prioritize everything you’re envisioning?” This keeps the conversation open, collaborative, and value-forward, rather than transactional.

Think Relationship, Not Transaction

Ultimately, budget conversations are just one part of a larger client relationship. Every intake call is your opportunity to step fully into the role of the advisor—not just as a planner, but as a guide, educator, and advocate for your client’s experience. Prioritizing open, respectful dialogue helps establish trust that lasts beyond a single trip. When clients feel heard and supported, they’re more likely to return—and refer others.

Budgeting doesn’t have to be a barrier. When approached with empathy, clarity, and curiosity, it becomes a powerful tool for designing better trips and stronger relationships. Set the tone early, stay transparent, and focus on the feeling behind the trip—and you’ll find that those “awkward” money conversations often turn into the most valuable ones you have.