Boosting sales with brain science: Isabelle Fontaine empowers travel advisors to close more deals

Picture this: It's Monday afternoon, your inbox is overflowing, clients need urgent itinerary changes, and you are running on empty. Sound familiar?

Held Monday (May 12) in celebration of Travel Advisor Appreciation Month, the free session was open to travel advisors across Canada, including those outside the TDC network, as a way to give back and share an energizing boost with the entire travel community.

PAX joined more than 80 travel advisors for a neurological rejuvenation filled with practical, science-backed tips that advisors can use immediately.

Neurobiology & travel consulting

Fontaine kicked things off by recognizing the travel industry's challenges over recent years:

"We faced a lot of volatility, a lot of complexity, ambiguity in the last five or six years. You, even more than other people in different fields of expertise," she said.

Fontaine, who previously taught psychology at the University of Quebec and Polytechnique in Montreal, made resilience simple to understand. She broke it down to brain chemistry and explained how to activate helpful brain chemicals when you need them. 

"Dopamine is the anticipation of a reward, thrill, curiosity," explained Fontaine.

"You as travel professionals, very often when you plan a travel with your clients, there's a lot of excitement and dopamine, even if they are not in the destination, because dopamine arrives earlier with enthusiasm and curiosity,” added Fontaine.

She noted that travel advisors serve as "dopamine pumps" for their clients, creating anticipation and excitement when describing excursions, accommodations, and experiences.

According to Fontaine, the key is maintaining that enthusiasm internally, so it naturally radiates through your interactions.

Cynical clients to dream makers

One moment that resonated with attendees, based on the back-to-back comments shared in the ZOOM chat, came when Fontaine addressed how to handle cynical clients who have "been through everything and nothing surprises them anymore." Her advice? Intentially guide their attention.

"If you ask them, what were the three most magical moments that you experienced in your last trip?' you'll get to know them more deeply," she suggested.

She then recommended advisors tell their clients: “I will call you back, and I want you to share with me the three most magical moments you're going to experience in the next week when you are in your destination.'"

This pre-framing technique directs clients' focus toward positive experiences before they even depart, increasing the likelihood they will notice and appreciate special moments.

The emotional playlist

Another takeaway was Fontaine's concept of creating a personal "emotional playlist" or a musical pharmacy for different emotional states.

She recommended curating four specific playlists: A dopamine playlist of 20 songs that produce cheerfulness and playfulness; A testosterone/adrenaline playlist for courage and determination on challenging days; A calming playlist that creates Zen energy for stressful situations; and an oxytocin playlist that produces feelings of gratitude and connection.

She then had participants do a quick high-intensity exercise to music, with many reporting a noticeable energy boost.

Be a “limbic attractor”

Fontaine emphasized that travel advisors succeed not just through what they say, but through their emotional presence.

"Great travel advisors, great communicators – it's not that much in what we say verbally. It has a lot to do with what we feel and what we can transmit," she explained.

According to Fontaine, this emotional broadcasting happens through what scientists call limbic synchronization and mirror neurons.

Those advisors who create memorable impressions – the ones clients remember years later and eagerly refer to friends – are what Fontaine calls limbic attractors who engage clients through authentic enthusiasm and connection.

"Some people, they can captivate others' attention, and they will be memorable. People will remember that they've met with them five years ago," Fontaine noted.

"But some other people, you've met with them yesterday and you forgot their name, what you talked about – they left no imprint in your limbic system. So, for sure, they won't have a lot of repeat business."

Authentic client relationships

The session became more interactive as Fontaine demonstrated how oxytocin, the attachment hormone responsible for feelings of trust and connection, can shift client relationships from transactional to meaningful.

"In a world where it's only transactional, can you imagine what it will do for the person that is going to be acknowledged for the real motivation they have?" she asked attendees, suggesting travel advisors dig deeper with clients.

Fontaine offered an example: “I notice all the care and love you put into this trip for your children. I can tell you love them deeply and truly want to take care of them.”

According to Fontaine, this kind of authentic acknowledgment creates oxytocin in both the giver and receiver, a biochemical win-win that leaves both feeling energized.

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