Here’s the Problem: The Client Thinks They Know Best

Ok, let’s say it calmly, without drama…..That client who thinks they know best.

Not in an overtly disrespectful way. Not in a way that feels intentionally dismissive. But subtly, consistently and with complete confidence, they override your recommendations.

They send you TikToks of hotels you would never suggest.
They question your routing because the saw an influencer did it differently.
They ask to swap out the property you carefully selected for something that “looked amazing on Instagram.”

And suddenly, you find yourself justifying decisions that were based on years of experience, supplier relationships and understanding how a trip actually unfolds in real life.

That dynamic is exhausting.

And if you are honest, it does something else too. It chips away at your authority.

The Modern Travel Landscape Has Shifted

The travel industry is now one of the most content-saturated industries in the world.

There are endless “must-stay” hotel lists, viral destination reels, luxury room tours, and curated travel edits that make everything look seamless and spectacular. Your clients are consuming this content daily. They are saving it, sharing it, and building their own digital mood boards long before they ever reach out to you.

That is not inherently a problem.

In fact, it is often a sign that they care deeply about the experience they are investing in.

The issue is that access to information can create the illusion of expertise.

Watching a beautifully edited 30-second reel of a hotel in Lake Como is not the same as understanding how that property operates in high season, how the service compares to alternatives in the region, or whether it aligns with a particular client’s travel rhythm.

Information is not the same as insight.

And that is where the friction begins.

This Isn’t About Ego

It is important to separate this from personal pride.

Feeling undermined does not make you precious or defensive. It usually signals that your role has not been clearly defined.

You are not simply someone who executes bookings. You are a curator of experience. You hold supplier relationships, insider knowledge, logistical foresight, and a deep understanding of how destinations actually feel on the ground.

When a client repeatedly overrides your recommendations, what is really happening is not a personality clash.

It is a positioning issue.

They see you as helpful.

But they do not fully see you as the authority.

That distinction changes everything.

The Subtle Behaviour Shift

When this dynamic begins to take hold, your behaviour often shifts in small but meaningful ways.

You start softening your language.

You provide more options than necessary in an effort to avoid pushback.

You over-explain every recommendation in case it is questioned.

You find yourself thinking, “Maybe I’ll just include the hotel they saw, even though I know it’s not the right fit.”

Instead of leading the itinerary design, you begin facilitating their Pinterest board.

And that is when the work starts to feel heavier than it should.

Because you are no longer being paid to curate with confidence.

You are being paid to negotiate.

The Real Problem Is Not the Client

The real problem is rarely the client’s curiosity or involvement.

It is that expectations were not anchored early enough.

Luxury travel clients will bring inspiration. That is part of the culture now. They will have screenshots, saved posts, and strong opinions about where they think they want to stay.

That is normal.

What is not always clear is the role you are playing in the process.

Are you:

A collaborator shaping ideas together?
A curator making final recommendations?
A consultant providing strategic guidance?
Or a booking partner executing their pre-built plan?

If that role is not explicitly defined, the client will define it for you.

And when that happens, you lose control of the dynamic.

Positioning Starts Before the Enquiry

This is where the conversation becomes strategic.

Authority is not asserted in moments of friction. It is established long before.

Your marketing, your website copy, your Instagram content, and your onboarding process all shape how clients perceive you before they ever get on a call.

If your messaging focuses heavily on beautiful imagery and inspiration, but not on your expertise, thought process and standards, clients may subconsciously view you as a source of ideas rather than a strategic guide.

If, however, your content consistently communicates how you think, why you recommend what you recommend, and the depth of your relationships in the industry, clients arrive with a different mindset.

They arrive ready to trust you.

That shift changes the entire experience.

Taking Back Authority Without Becoming Defensive

Reclaiming authority does not require confrontation.

It requires clarity.

When a client suggests a hotel that does not align, instead of immediately dismissing it or reluctantly accommodating it, you can calmly re-anchor the conversation.

“Based on my experience and feedback from past clients, here’s what I would recommend instead and why.”

That small shift reinforces that your recommendation is not personal preference. It is professional judgement.

Instead of sending three equal options in case one is challenged, send one primary recommendation with clear reasoning and, if appropriate, a secondary alternative. Position one as the lead choice.

Confidence is not loud.

Authority does not argue.

It explains, guides, and leads with calm conviction.

Over time, clients respond to that energy.

Why This Is Actually a Positive Signal

Clients who question you are not necessarily difficult.

Often, they are high-investment, high-involvement travellers who care deeply about their trip. They want it to be exceptional. They want reassurance that they are making the right choices.

That is not a red flag.

But high-investment clients require strong leadership.

When you step fully into your role as the expert, the dynamic shifts from negotiation to guidance. Clients begin to relax into your expertise because they feel it consistently reinforced.

That is when the work becomes collaborative rather than combative.

The Bigger Theme

This issue is rarely about one particular hotel suggestion or one itinerary adjustment.

It is about how clearly you have positioned yourself in your business.

When your authority is clear from the beginning, clients trust you sooner.

When your standards are visible, clients respect them.

When your expertise is demonstrated consistently, clients defer to it.

And when that happens, you are no longer proving your value.

You are embodying it.

And Before We Sign Off…

The client thinking they know best is not a sign that you are failing.

It is usually a signal that your positioning needs tightening.

You are allowed to lead.

You are allowed to recommend with confidence.

You are allowed to say, calmly and professionally, “Trust me.”

Because this is your craft.

And when your positioning, messaging, and onboarding reinforce that authority consistently, the right clients lean into it.

That is when travel planning feels aligned again.

Not because clients stopped having opinions, but because you stopped doubting your role.