15 tips for admissions counselors to make the most of fall travel

Here we go again! Another fall travel season is upon us. As someone who started his career as an admission counselor, roadrunner, and traveler for nearly 17 years at Tulane University, I have so much appreciation for the work our traveling teams do during the busy fall recruitment season.

Back in my day, we had a binder of printed MapQuest directions (and someone reading this is probably saying, “MapQuest? We had one giant atlas in the car!”). The tools may have changed, from atlases to MapQuest to apps that reroute us in real time, but the goal hasn’t: connecting with students in ways that matter. These 15 tips will help you focus less on logistics and more on what students and counselors remember most.

Planning your fall travel

1. Consider traveling with other schools. Senior classes will be smaller this year in many areas. Teaming up for visits or evening events can draw bigger crowds and showcase a more diverse range of schools. This is especially helpful when breaking into a new region. My first year recruiting in Hawaii, I traveled with two other universities. We got better turnout and shared costs. You can go with similar schools (for example, three southern universities could team up) or mix it up (a small college, a big public university, and a mid-sized research university).

2. Offer a non-traditional presentation. Think of FAFSA completion nights or essay/application workshops. You’ll still share plenty about your own institution, and events that support students directly in the application process are a win-win. These work especially well with community-based organizations and can be paired with tip #1.

3. Loyalty pays. If you’re new to traveling, pick your airline and hotel chain now and stick with them. Every seasoned traveler will tell you this is rule number one!

4. Use data and AI to plan. Pull historic trends from your CRM, then ask ChatGPT to map your schools and suggest travel clusters. AI can make your planning sharper and more strategic.

5. Announce your visit. If you don’t already have your CRM set to email or text students before you arrive, start immediately. Posters help, but pre-visit communication builds excitement and drives attendance in a big way.

6. Be flexible. That perfectly planned day you’ve mapped out will change. Schools close for teacher conferences, schedules shift, and sometimes events just fall through. It’s never going to be seamless, so your flexibility will be key. It will keep your visits productive and your counselor relationships strong.

7. Be kind to your future self. That Hawaii trip I mentioned? I thought I was being efficient by taking a red-eye and scheduling an 8 a.m. visit right after landing. I cursed myself while brushing my teeth in the high school parking lot. Budget-conscious scheduling matters, but so does your health. Avoid the temptation to over-pack days. Students benefit more from a rested, energized counselor.

Getting ready to go

8. Do a little school-specific research. Don’t just identify whether it’s co-ed. Go deeper. Look up the Friday football score and mention it Monday morning on your visit if they beat their rival. Unexpected moments like this connect with tired teenagers and win their attention quickly.

9. Keep a list of enrolled alumni from that school handy. Reach out to those graduates before your school visit and ask how they’re doing. Being able to say, “I just spoke with Jane from last year’s senior class and she’s loving her first semester,” builds credibility instantly. Counselors love it too. You can keep an old school list in the car or leverage your school’s CRM to stay organized.

10. Keep a rolled banner in your car. You never know when a visit turns into a cafeteria lunch session. Nothing makes you feel smaller than an undecorated table sandwiched between glossy Jostens displays.

Making the most of each visit

11. Ease into questions. Students won’t have any yet. It’s 7:22 on a Monday morning and they don’t know much about your school at this point. Start with stories, then invite interaction.

12. When you present, lead with storytelling. They will never, ever remember the average class size or the percentage of students who go on to med school. Anchoring your talking points in student experiences will bring your institution to life.

13. Take great notes. Your future self (or colleague) will thank you. Most CRMs have note fields; use them right after your visit or that evening. Jot down things like parking tips, counselor interactions, or even a great coffee shop nearby for the next visit.

14. Be ready to meet only with the counselor. Sometimes, no students show up. Counselors usually give you 10 minutes at most. They don’t want piles of materials or a 30-minute spiel. Nail your short pitch: “Here are three new things at my school” or “We’re a great fit for students looking for X, Y, Z.” And definitely share those previously mentioned updates about their alumni who are now with you.

15. Enjoy the journey. If you’re rested and happy, it shows in your presentations. Go to dinner with friends, explore local neighborhoods, and share these experiences with students. They often become talking points for future conversations with prospective students.

Fall travel can be equally exhausting and rewarding. You’re representing your institution and you’re also building connections with students, families, and counselors that can last for years. Stay flexible, stay rested, and find joy in the little moments along the way. Safe travels, and good luck out there this season!

The miles you travel create important first impressions with students, but sustaining those connections takes more than one visit. With Enroll360, you can extend the impact of your travel season through personalized follow-up that keeps students engaged long after you’ve left the road.