Luxury Clients Aren’t Just Bougie — They Think Differently (Here’s How to Speak Their Language)

There’s a scene at the beginning of Episode Two of Inventing Anna that lives in my head rent-free. It’s the one where the journalist interviews a photographer who explains exactly why Anna Delvey fit in so seamlessly with the New York elite. He says, essentially, that she didn’t just look the part—she understood the part. She knew what to wear, how to talk, what to order, and what not to say. Her energy didn’t scream money—it whispered access, confidence, and exclusivity. And people bought it.

That moment is a masterclass in the psychology of luxury. Because true luxury isn’t about being rich. It’s about knowing how to belong in a world where wealth is a backdrop, not a billboard. And if Anna—who, spoiler alert, didn’t actually have the money—could convince the entire Manhattan social scene she was part of the club? Then you, my friend, can absolutely learn to speak to luxury clients like a pro.

The mistake I see most new (and even seasoned) travel advisors make is assuming that a luxury client is just a rich version of their budget client. As if the same logic applies, just with more commas. But the truth is: they think differently. Completely differently. It’s not just about price tags or perks. It’s about values, mindset, and—most of all—trust.

You can always spot a “frugal wealthy” client. These are the folks who fly business class but still want to know if there’s a promo code. They measure value by what they saved, not by what they experienced. They will absolutely forward you an Expedia screenshot or ask you to price match something they saw in a Costco travel brochure. There’s nothing wrong with this mindset—it’s just not luxury.

True luxury clients? They aren’t asking you to find the best deal. They’re asking you to find the right thing. They’re not trying to stack upgrades or hunt for inclusions. They’re outsourcing that entire thought process to you. Because they don’t want to sort through options. They want to be shown the best, explained why it’s the best, and told it’s handled.

These clients value time more than they value dollars. They care deeply about how something feels, not just how it functions. They’ll pay extra for a room that’s in the quiet wing of a resort, even if it’s the same square footage as a cheaper one. They care about staff that remembers their name, about pillows that don’t feel like they came off a bulk truck, about boarding a ship or arriving at a hotel without waiting in a line or being asked to wear a wristband.

They also, quite frankly, expect you to meet them at their level. That doesn’t mean being snooty. It means being confident. Being selective. Being willing to say “This is what I would choose for myself, and here’s why.” They don’t want fifteen options. They want your best one, clearly articulated and delivered with poise.

Here’s where most agents blow it: they try to win over luxury clients with enthusiasm and hustle. But luxury clients don’t want hustle. They want assurance. They want the experience of working with you to feel seamless, calm, elevated, and completely dialed in. When you pitch something, they want to hear the “why” behind it. Not the price difference, not the value comparison. They want the story. The feeling. The certainty.

You don’t convince a luxury client with a spreadsheet. You convince them with insight. With taste. With the ability to anticipate their needs before they even voice them. You convince them when your proposals sound more like a concierge than a car salesman. You earn their trust not by saving them money, but by making them feel like someone competent and well-connected is running the show.

So here’s the good news: you don’t have to have a luxury lifestyle to book luxury travel. You just have to understand it. Study it. Learn how it moves, what it values, how it sounds. If Anna Delvey could walk into the most exclusive spaces in New York and convince people she belonged simply by acting like she did—then you, with your actual knowledge and industry access, can do the same. You’re not faking it. You’re learning the language. You’re stepping into the role.

And once you do? You’ll start attracting clients who don’t just want to book a trip. They want to be taken care of. Clients who don’t ask “Can you beat this price?” but instead say, “Just tell me when to pack.”

That’s not bougie. That’s business. And if you want to learn how to speak to that level of client with authenticity and ease, I’ll show you how. It’s not about being flashy. It’s about being fluent. And in the luxury world, fluency is everything.