Women In Travel: Railbookers’ Elizabeth Krstevski on why selling travel is unique

Women In Travel: Railbookers’ Elizabeth Krstevski on why selling travel is unique
Edited by Travel Weekly


Most CEOs and business leaders have had at least some time spent in sales. Being able to understand the value of the business you work in and communicate it with others is key to building a successful career. And yet sales can still be perceived as frightening or difficult for many.

As inside sales manager at Railbookers, Elizabeth Krstevski has ample experience positioning travel as a product. Ahead of this year’s Women in Travel awards, she chats to Travel Weekly about why selling travel is unique.

How does selling in travel compare to different industries?

Selling in our industry is distinct in several ways compared to other sectors. Travel sales are primarily driven by emotional appeal and the promise of future experiences, making it necessary to connect with customers’ desires for adventure, relaxation, or exploration. This differs from tangible goods sold in retail or manufacturing. Travel products are intangible, which requires building relationships along with trust and offering detailed descriptions to excite and inspire our guests to travel and what to expect. At Railbookers, we frequently see customers booking celebratory trips with us—whether it’s for an anniversary, special birthday, or retirement. Both travel agents and customers trust us to craft unforgettable memories by creating meticulously tailored trips that meet their exact needs.

In travel, the decision-making process often involves more research and comparison. Where customers evaluate and review various destinations, accommodation options, and the activities on offer that resonate with them, not to forget the all-important budget. Sales professionals need to gain trust, offer amazing service and listen. Our flexible approach allows us to make adjustments easily, ensuring the trip perfectly matches what the customer envisions. As experts in independent rail vacations worldwide, agents and customers alike trust us to simplify the complexities and offer the best recommendations for each individual traveller.

Another key difference is customer loyalty. In travel, loyalty can be harder to maintain since many travellers seek new destinations and this can involve a new supplier they may have not travelled with previously. Customer service excellence and building lasting relationships are critical to encouraging repeat business. In contrast, industries like consumer goods or technology may experience more predictable repeat purchases or brand loyalty.

Did you always plan to work in sales?

To be honest no, however my passion for travel was ignited very early on in my career. I have been fortunate to work with several travel suppliers in various roles from operations to call centre management and inside sales. I quickly learnt that regardless of the role, we are all salespeople. I am lucky to have a genuine interest in people, understanding their needs and working with them. Over time, I’ve grown to appreciate the strategic and interpersonal aspects of sales, and I now see it as a natural fit for my abilities and interests.

How would you describe your sales style?

My sales style is very customer-centric, consultative, and relationship-driven. I focus on understanding each client’s unique needs and challenges before offering tailored solutions. I believe in building trust and long-term relationships rather than focusing on one-time transactions. I approach every interaction as a partnership, where I’m there to guide and support the customer in making the best decision for them. Transparency, active listening, and adaptability are key principles that I prioritize in every deal, ensuring that the client feels valued and confident throughout the process

Where do we still need to go with gender equality in travel?

Our industry is home to some incredible female leaders who continue to inspire me, and we are fortunate to have outstanding women on the senior leadership team at Railbookers Group. Last year, our vice president of marketing, Kaitlyn Birkinshaw, was nominated for this award, and Tammy Marshall, our non-executive director, is another example of the many talented women in our organisation. Achieving true gender equality in our industry will happen when all opportunities and experiences are equally accessible to everyone, regardless of gender. I genuinely believe our industry has made significant progress in this area.

This interview is part of our Women in Travel series ahead of the 2024 Women in Travel Awards. The awards celebrate women who have achieved astronomic success in their professional arenas, celebrating their invaluable contribution to the industry through leadership, innovation and courage.

This year the theme is ‘Follow her lead’ and we’ll be championing the power of community and women in the industry working together to create the best experiences possible for Australian travellers.

Women from all levels of business are encouraged to enter the awards program, which features 20 categories covering every corner of the industry. That includes three new categories, Rail, Tech and Woman of Year.

What are you waiting for, ENTER NOW!

Buy your earlybird tickets HERE.

Email the Travel Weekly team at traveldesk@travelweekly.com.au

women in travel

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