Top travel agency strategies to implement in 2025 by Antun Lucić
Serbia's entry into the SEPA system and the success of local fintech solutions signal the start of regional payment convergence with EU standards. We analyse how BNPL, virtual cards, and local gateways are transforming the business operations of the tourism sector in the former Yugoslav countries.
The payment landscape in the Western Balkan region, encompassing the former Yugoslav countries, is undergoing a significant transformation. Traditional payment methods, such as cash, remain present and important, but their use is gradually declining. Simultaneously, digital payment methods, including cards, bank transfers, e-wallets, and “Buy Now, Pay Later” (BNPL) services, are increasingly gaining momentum. Each country in the region, however, exhibits unique dynamics, shaped by local schemes and the presence of global players. For example, Montenegro is actively modernising its infrastructure to attract foreign investment and improve competitiveness, with a noticeable shift from cash to digital payments, particularly in urban and tourist centres.
This transition is not just a simple change, but a continuous process with varying speeds and levels of adoption across the region. This means travel agencies cannot apply a one-size-fits-all payment strategy. Understanding the nuances of this transition is crucial; a rigid approach that exclusively favours digital options could alienate a significant portion of the market still partial to cash, while ignoring digital methods would mean missing out on growing segments. Therefore, agencies must be adaptable, offering a hybrid approach that caters to both traditional and modern payment preferences, and be prepared to evolve their offerings as the transition progresses.
The modernisation of payments has become an imperative for travel agencies in today's digital age. Online Travel Agencies (OTAs) face complex supplier relationships and high client expectations, necessitating superior, high-performing payment solutions to maintain a competitive edge. The digital age demands an evolution beyond traditional models, particularly due to the security risks associated with transmitting client payment details and the complexities of paying multiple travel providers.
Adopting the “merchant model” is not just a matter of efficiency; it is a strategic move to centralise risk and increase client trust, which directly impacts conversion rates. In this model, the OTA collects payment from the client for all services purchased and becomes the “merchant of record.” It then pays each travel provider individually via a virtual card for services related to the booking. This approach significantly enhances security, as the OTA manages the client's payment information instead of passing it to each supplier. The increased security, combined with simplified payments (a single point of contact for the client), leads to improved payment protection and increased brand loyalty. This model directly addresses client concerns about the security of online payments, a significant barrier in a region where cash is still prevalent, partly due to trust issues. By prioritising secure and simplified payment processes, agencies build trust, a key factor for conversion in high-value transactions like travel. Payment modernisation is therefore not just a technological upgrade, but the building of a robust and reliable relationship with clients. Agencies that recognise and implement this will gain a significant competitive advantage.
I. Local Payment Review: What do travellers really use?
Dominance of cards and digital wallets
International card networks such as Visa and Mastercard dominate the Western Balkan market, with wide acceptance among consumers and merchants. Debit cards are predominantly used for online purchases, while the use of credit cards is gradually increasing, especially among the younger demographic and frequent online shoppers. In Bosnia and Herzegovina and Montenegro, Visa and Mastercard maintain strong positions, with no significant local card schemes. Travel agencies in these countries typically offer card payment options for online bookings.
The adoption of e-wallets is constantly growing, driven by the increasing penetration of smartphones and consumer demand for digital convenience. Google Pay, Apple Pay and Samsung Pay are available in Montenegro, North Macedonia and Serbia through partnerships with local banks, but remain unavailable in Albania, Bosnia and Herzegovina and Kosovo. PayPal is widely available in the region, providing reliable cross-border payment options for consumers and merchants. In Slovenia and Croatia, PayPal is widely accepted (in 59% and over 33% of shops, respectively), while it is less present in Serbia.
The varied availability of mobile payment solutions (Apple Pay, Google Pay, local e-wallets) across the former Yugoslavia indicates a fragmented digital payment ecosystem. Agencies must carefully prioritise solutions based on the specific demographic characteristics of their clients and region of operation. For instance, a travel agency operating across the former Yugoslavia cannot rely solely on Apple Pay. It must integrate a wide array of payment options. A Croatian agency might leverage Keks Pay and Aircash for local clients, but would need to ensure strong Visa/Mastercard support for clients from BiH or Kosovo, where mobile wallets are less prevalent or unavailable. This fragmentation directly leads to increased integration complexity and costs for agencies aiming for regional reach. It also highlights the value of payment gateways that offer a broad spectrum of regional methods under one roof.
Here are some country-specific examples:
CroatiaPayment processors such as WSPay, T-Com PayWay and CorvusPay are popular. Mobile wallets like Keks Pay and Aircash are gaining significance, and Croatia Airlines recently offered Keks Pay as a payment option. Aircash enables instant purchase of bus/ferry tickets, payment of parking and electronic tolls in Croatia, emphasising convenience and security. CorvusPay is available for companies registered in Croatia, BiH, Serbia and the EU, supporting various card brands and even instalment payments.
SloveniaSlovenes use local Activa, BA and Karanta cards, alongside Apple Pay and Google Pay through most banks. Cards, particularly Visa and Mastercard, are accepted in almost all online stores (94.61% in 2023) and are popular for larger purchases such as airline tickets.
SerbiaDinaCard is a national card. The Instant Payment System (IPS) enables fast payments via QR code and mobile banking apps. Serbia is also joining SEPA, which will enable cheap and fast transfers to and from the EU, with practical implementation expected from May 2026. A Visa study shows that almost a quarter of consumers in Serbia use mobile payments, with 41% interested in the future.
Cash and traditional transfers
Cash payments remain significant in the Western Balkans region, although their use is declining. For 72.51% of e-commerce merchants, cash on delivery (COD) remains the dominant method. Countries such as Albania, Kosovo, Montenegro, North Macedonia and Bosnia and Herzegovina still rely heavily on cash, gradually transitioning to digital methods. In Serbia, cash remains predominant for everyday transactions, but card usage is growing. In BiH, cash is widespread, especially in smaller towns and rural areas. Slovenia also sees cash holding a market share, despite card dominance.
The strong presence of cash, especially for cash-on-delivery payments in e-commerce, indicates a deeper cultural or trust-based preference for immediate value exchange or deferred payment in certain segments, even for online transactions. This presents a significant psychological barrier for travel agencies dealing with high-value services, often paid for in advance. Cash-on-delivery for goods implies a consumer preference to inspect before paying or to defer payment until delivery. For travel, this translates to a potential reluctance to pay large sums upfront digitally. This is not merely a lack of digital access but potentially a lack of trust in online platforms for significant financial commitments, or a preference for managing cash flow. This trust issue directly impacts conversion rates for travel agencies. To overcome this, agencies must not only offer secure digital options but also flexible payment terms (such as instalments) or transparent refund policies that simulate the convenience of a “pay later” model.
Bank transfers are a key payment method in the Western Balkans, with countries implementing real-time gross settlement systems and instant payment solutions to enhance efficiency. Serbia has a well-established payment infrastructure and plans to adopt SEPA standards. SEPA Instant in Croatia and Slovenia, and IPS in Serbia, facilitate rapid transactions. Serbia's inclusion in SEPA (approved in May 2025, operational from May 2026) will enable efficient, faster, and cheaper euro transfers to and from EU member states.
“Buy Now, Pay Later
The adoption of BNPL services is higher in Serbia compared to other countries in the region, driven by growing e-commerce activity and younger consumers. North Macedonia is also seeing merchants offer deferred payment options due to rising demand. Instalment payments are popular in Croatia and Slovenia, while less common in Serbia.
The varying prevalence and availability of BNPL across the region (popular in Croatia/Slovenia, growing in Serbia/North Macedonia, less common in Montenegro/Bosnia and Herzegovina, but with local agency adaptations) indicate a significant market opportunity for travel agencies to differentiate themselves. Even where formal BNPL services are not widespread, the presence of instalment-payment bank cards (Kosovo, Croatia) or agency partial payment plans (Montenegro, Bosnia and Herzegovina) shows a clear consumer demand for spreading the cost of travel. This demand is likely driven by high...
voyage value. Agencies that proactively offer or facilitate instalment payment options, whether through third-party BNPL providers, partnerships with local banks, or their own flexible payment schedules, directly address a key financial barrier for consumers, thereby increasing accessibility and conversion for higher-value bookings.
Here's how BNPL works and where it's available:
General BNPLServices like Klarna and Uplift offer flexible monthly instalments with low or no interest for travel purchases, often without credit checks for smaller amounts. These services are usually restricted to local residents or specific markets.
Croatia and SloveniaLeanpay offers instalment payments in online shops. In Croatia, Diners, Visa Premium, Visa Inspire and Maestro cards issued by PBZ Card enable 2 or 3 instalments for Croatia Airlines cards.
SerbiaAir Serbia offers a “Reserve now, pay later” service to hold fares for 12-24 hours for a fee, but this is not a true instalment payment plan. True instalment payments via credit cards are not fully developed. However, PayPal Credit offers interest-free instalments for Air Serbia flights in certain markets.
Bosnia and HerzegovinaQatar Airways partners with PayPal Credit to offer low, interest-free monthly instalments. Explore Bosnia requires a 30% deposit and full payment 45 days before departure, but accepts credit cards (Visa/Mastercard) or bank transfers.
MontenegroPayment by instalments is generally not common. However, some local agencies such as Montenegro Tourist Trips offer "Payment in 2 Parts" (50% deposit, 50% on arrival). Montenegro Adventure offers "Smartly Payment" in two or three instalments (deposit + balance on site) or by bank transfer.
KosovoThe Raiffeisen Bank Visa Platinum credit card allows you to split payments into up to 24 interest-free instalments.
Overview of popular payment methods by country in the region
| Earth | Dominant Payment Methods | Specific Local Players/Schemes | Key International Players | Notes o Prevalence/Adoption |
| Croatia | Cards, Digital wallets, Cash (in decline), Installments | Biscuit Pay, Aircash, WSPay, T-Com PayWay, CorvusPay | Visa, Mastercard, PayPal, Apple Pay, Google Pay | Cards are dominant, especially for airline tickets. Keks Pay and Aircash are growing. Installment payments are popular. Cash is still present for e-commerce (COD). |
| Serbia | Cash (still dominant), Cards (growing), Bank transfers, BNPL (growing) | DinaCard, IPS (Instant Payment System) QR payments | Visa, Mastercard, PayPal, Apple Pay, Google Pay | Cash prevails, but digital payments are growing. DinaCard is the national card. IPS enables fast payments. Serbia is joining SEPA. |
| Bosnia and Herzegovina | Cash (predominant), Cards (growing), Bank transfers | UniCredit Mobile Wallet, BamCard | Visa, Mastercard, PayPal | Cash is still significant, particularly in rural areas. Cards are widely accepted in urban centres and for online bookings. |
| Slovenia | Cards (dominant), Cash, Digital wallets, Installments | Activate, BA, Read, Leanpay | Visa, Mastercard, PayPal, Apple Pay, Google Pay | Cards are most common, especially for larger purchases. Cash holds a share of the market. Digital wallets and PayPal are growing. Installment payments are popular. |
| Montenegro | Cash (predominant), Cards (growing), Bank transfers | Raiffeisen ON, Paysera, UniCredit Mobile Wallet, BamCard | Visa, Mastercard, PayPal, Apple Pay, Google Pay, Samsung Pay | Cash is still very common. Card use is growing in urban and tourist centres. Paying in instalments is not common, but agencies offer partial payment. |
| North Macedonia | Cash (prevailing), Cards (growing), Bank transfers, BNPL (growing) | Halkbank HalkPay, NLB Pay | Visa, Mastercard, PayPal, Apple Pay, Google Pay, Samsung Pay, Stripe | Gradual shift from cash to digital. Card usage is rising. BNPL is growing due to demand. |
| Kosovo | Cash (most widespread), Cards (growing) | Raiffeisen Albania’s Raiffeisen ON, Paysera | Visa, Mastercard, PayPal | Cash still dominates, but card usage is growing. Apple Pay/Google Pay unavailable. Raiffeisen offers instalments on Platinum cards. |
I. Challenges and solutions for travel agencies: How to optimise payments?
Transaction complexity and security
Online travel agencies (OTAs) face challenges with complex supplier relationships and the security risk of transmitting client payment details. They require robust end-to-end payment solutions to process payments involving travellers, suppliers and third parties, with full visibility.
The solution lies in adopting the “merchant model” and utilising virtual cards. In this model, the agency collects payment from the client, becoming the “merchant of record”, and then pays each travel supplier individually with a virtual card. This significantly enhances security, as the client's payment information stays with the agency, reducing risk and simplifying payments to multiple suppliers. Virtual cards, such as Nium Virtual Cards, streamline high-frequency payments by creating individual virtual cards for each booking element, accepted globally in over 20 local currencies and 5 cross-border currencies without cross-border fees. They also aid in cash flow management and reduce foreign exchange conversion costs.
The adoption of virtual cards and the “merchant model” isn't merely an operational improvement; it's a strategic move that transforms the OTA from a mere intermediary into a central, trusted financial hub for travel transactions. This has profound implications for brand loyalty and client acquisition. By taking direct responsibility for payment security, the agency shifts the perception of risk from the client to itself. In a region where cash preference indicates trust issues, an agency that visibly prioritises security and simplifies the payment process becomes a more attractive and reliable partner. This directly leads to higher conversion rates and repeat business, as clients are more likely to complete a booking and return if they feel their financial details are secure and the process is seamless. The implementation of virtual cards and the merchant model, therefore, represents an investment in client trust and long-term brand value, rather than just an enhancement to back-end operational efficiency.
Local specificities and integration
The payment landscape in the Western Balkans is diverse, with each country having unique dynamics. This includes specific local card schemes such as Serbia's DinaCard and Slovenia's Activa, BA, Karanta. Serbia's Instant Payment System (IPS) allows for fast payments via QR code.
The presence of robust regional payment gateways (WSPay, CorvusPay, AllSecure) alongside global players (Stripe, PayPal) indicates a maturing, yet still complex, payment infrastructure. Agencies must carefully select gateways that offer broad regional coverage and support for local currencies to avoid conversion issues and enhance customer experience. If an agency is targeting an audience spanning multiple former Yugoslav countries, a gateway that processes local currencies (BAM, RSD) via local acquiring banks (such as CorvusPay in BiH/Serbia) is crucial. This avoids unfavourable exchange rates for clients and potentially reduces transaction fees. Utilising a gateway that supports a wide range of payment methods and offers PCI DSS compliance builds trust and reduces the risk of fraud. A poorly chosen payment gateway can lead to declined transactions, higher costs for clients (due to foreign exchange fees), and a fragmented user experience, all of which negatively impact conversion rates and client satisfaction.
Here is an overview of significant payment gateways:
WSPay / Monri WSPayAn advanced system offering practical and secure online payment solutions, seamlessly connecting online points of sale and supporting various card brands, Aircash, Google Pay, and IPS. It emphasises easy integration, fraud prevention (PCI DSS compliance), flexible payment methods, and merchant support. It is available in Croatia, Bosnia and Herzegovina, and Serbia.
CorvusPayAn advanced system for secure card acceptance, available for businesses registered in Croatia, Bosnia and Herzegovina, Serbia, and the EU. It supports all popular card brands (American Express, Dina, Diners, Maestro, Mastercard, Visa) and enables payments in EUR and 40 other international currencies. For Bosnia and Herzegovina and Serbia, payments are processed in local currencies (BAM and RSD) through local acquiring banks.
AllSecureA global payment partner providing a modern online payment platform. Montenegro Tourist Trips uses AllSecure Ltd in cooperation with Hipotekarna Banka Podgorica for secure online payments with Visa, Maestro, and Mastercard cards.
StripeA global platform supported in 46 countries, including Croatia and Slovenia. In North Macedonia, Stripe is installed in 30 e-commerce stores, with “Travel” being one of the top categories. It processes billions of dollars annually for businesses worldwide.
Other major providersPayPal, Payrexx, NestPay, Monri Payments, GoPay.
Increasing conversions and customer satisfaction
An offer of diverse digital payment methods increases client satisfaction and loyalty. Clients who trust their agency prefer to book directly, and improved payment protection (refunds, cancellation options) contributes to this. Providing simplified payments (a single point of contact) and avoiding multiple foreign exchange fees also saves clients money.
The success of flexible payment options (instalments, partial payments) for high-value travel indicates that price sensitivity and cash flow management are significant factors for regional consumers, even in a digitised environment. Travel is often a significant expense. Offering instalments or partial payments (such as a deposit followed by an on-the-spot payment) directly addresses consumers“ immediate financial burden and cash flow concerns. This reduces the ”shock" of a large, single digital payment, making purchases more accessible. This builds on the earlier observation regarding cash preference and trust – flexible digital options can bridge the gap for those hesitant to commit large sums digitally at once. By breaking down payments, agencies reduce the perceived financial risk and psychological barrier for the client, directly leading to higher conversion rates for high-value bookings. It is a strategic move to align with consumers' financial planning habits.
Here is an example of successful application:
Croatia AirlinesIt offers online payment with major credit/debit cards (American Express, Diners, Discover, Mastercard, Visa, Maestro) and allows installment payments (2-3 instalments) with specific Croatian bank cards (PBZ Card) and Keks Pay.
Local agenciesTours of Croatia accepts Visa/Mastercard and bank transfers, with a 4.1% surcharge for credit card payments and the client responsible for any bank charges. Croatia Private Transfers offers full payment by credit card, or a 20% deposit with the balance paid in cash to the driver.,
or full payment in cash. Montenegro Tourist Trips allows a 50% deposit and 50% payment on arrival. Montenegro Adventure offers flexible payment options, including two or three instalments, with a deposit and the balance payable on arrival. Explore Bosnia requires a 30% deposit and full payment 45 days before travel, accepting credit cards or bank transfers.
Payment Options in Installments: Comparison and Availability
| Earth | Provider/Method | Key Features | Relevance for Travel Agencies |
| Croatia | Leanpay, PBZ Card (Diners, Visa Premium, Visa Inspire, Maestro), Keks Pay | Leanpay: rate in online shops. PBZ Card: 2-3 instalments for Croatia Airlines. Keks Pay: payment option for Croatia Airlines. | High popularity of instalment payments; key for larger arrangements. Agencies need to integrate these options. |
| Serbia | PayPal Credit (for certain markets), Air Serbia “Book now, pay later” (not a true instalment plan), Bank cards (growing) | PayPal Credit: interest-free installments (for EUR, USD, GBP). Air Serbia: fare hold 12-24h for a fee. Installment payments by card are not fully developed. | Demand for instalment payments is growing, especially among younger people. Agencies can promote banking options or their own flexible plans. |
| Bosnia and Herzegovina | Qatar Airways (with PayPal Credit), Explore Bosnia (deposit + full payment) | Qatar Airways: low, monthly, interest-free instalments. Explore Bosnia: 30% deposit, balance 45 days before travel. | Less common now, but there is demand for deferred payments. Agencies can offer partial payments. |
| Slovenia | Leanpay, Bank cards (Visa, Mastercard, Diners) | Leanpay: rates at online stores. Diners: rates. Visa/Mastercard: rates. | Paying in installments is popular. Agencies need to provide support for these options. |
| Montenegro | Montenegro Tourist Trips (50/50), Montenegro Adventure (Smart Payment in 2-3 instalments) | It's not common, but agencies do offer partial payment. | Agencies independently address the need for flexible payment. |
| North Macedonia | Retailers are offering deferred payments (growing demand), Uplift (global BNPL) | Growing demand for BNPL. Uplift: low monthly instalments, often interest-free. | Demand is growing, agencies need to consider partnerships with BNPL providers. |
| Kosovo | Raiffeisen Bank Visa Platinum card | 24 rate bez kamata. | Credit cards with instalment options are key for larger purchases. |
I. The Future of Payments in Tourism: What Awaits Us?
Further digitalisation and harmonisation with EU standards (SEPA)
The Western Balkans are gradually transitioning to cashless methods, although challenges in infrastructure and adoption still exist. Serbia's inclusion in SEPA (approved in May 2025, operational from May 2026) represents a significant step towards alignment with European Union practices, enabling inexpensive and fast euro transfers. This SEPA expansion to the Western Balkans is mutually beneficial, supporting regional financial integration and strengthening the international role of the euro. Furthermore, participating in SEPA often requires countries to upgrade their national payment infrastructure.
Serbia's inclusion in SEPA is a key development that will not only simplify euro transactions but is likely to accelerate wider modernisation of payment infrastructure across the region, creating a more connected and efficient financial ecosystem for travel agencies. If Serbia, as the largest economy in the Western Balkans, aligns its standards with the EU, it sets a precedent and competitive pressure on neighbouring countries, even those not yet fully integrated into SEPA, to improve their systems for cross-border transactions. This fosters greater regional financial integration. For travel agencies, this means a future with potentially fewer cross-border payment obstacles, lower costs for euro transactions, and a more standardised payment environment. It streamlines B2B payments to European suppliers and could make it easier for European clients to pay regional agencies. SEPA integration is a long-term strategic advantage for the economic convergence of the entire region with the EU. Agencies that embrace these changes early will be better positioned to leverage increased cross-border tourism and smoother financial operations.
The potential of crypto payments (PayCek in Croatia)
PayCek is a free cryptocurrency payment solution used by over 500 merchants at more than 3,000 locations and websites in Europe, developed by Electrocoin. Customers pay with cryptocurrencies, while merchants receive euros. Identity verification is mandatory for payments of €1,000 or more due to the “Travel Rule” regulations, which align crypto transactions with traditional banking practices for fund transfers.
Although still a niche phenomenon, the emergence of cryptocurrency payment solutions like PayCek, especially with regulatory compliance (the “Travel Rule”), signals a nascent but potentially significant future payment channel for travel agencies, particularly for high-value transactions. Travel often exceeds €1,000. The “Travel Rule” ensures that crypto transactions meet anti-money laundering (AML) standards, similar to traditional banking. This regulatory compliance is crucial for building legitimacy and trust in crypto as a payment method for larger sums. For travel agencies, offering cryptocurrency payments via a compliant platform like PayCek could attract a specific, tech-savvy demographic, potentially opening up new revenue streams. The fact that merchants receive euros mitigates currency volatility risk for the agency. This is an early indicator of future payment trends, and agencies that monitor or even pilot such solutions could gain a first-mover advantage.
The importance of continuous investment in technology and education
The tourism industry is extremely competitive and driven by rapid technological changes. Many global challenges and trends, new demands and client behaviour have long gone without a significant response from travel agencies in Serbia. Digital transformation is key to competitiveness and growth. Challenges include costs, uncertain return on benefits, insufficient knowledge and a lack of suitable “off-the-shelf” products.
A “lag” in digital transformation has been identified for Serbian travel agencies, with “insufficient knowledge” and “costs/uncertain returns” cited as barriers, revealing a critical need for targeted education and accessible, affordable technological solutions. If agencies lack sufficient knowledge and struggle with costs and ROI, they are less likely to adopt new payment technologies, putting them at a disadvantage against more agile competitors or online travel agencies. This directly impacts their ability to meet growing client demands for flexible and secure digital payments. The lack of “off-the-shelf” products points to a need for tailored, yet simple, solutions. The solution lies not just in providing technology, but in educating agencies on its benefits and offering affordable, integrated solutions that demonstrate a clear ROI. This could involve partnerships with payment providers that offer strong merchant support and easy integration.
I. Recommendations for Travel Agency Owners
For travel agencies in the former Yugoslavia region, adapting to the rapidly changing payment landscape is not just an option, but a necessity for sustainable growth and competitiveness. Here are key recommendations:
Tips for implementing new payment solutions
Diversify payment optionsDon't rely solely on cards. Incorporate popular local digital wallets (Keks Pay, Aircash in Croatia; IPS QR in Serbia) and mobile payments (Apple Pay, Google Pay where available) to cater to a wider range of customer preferences. The recommendation for “diversifying payment offerings” extends beyond mere variety; it's about strategically aligning with regional payment comfort zones, which remain hybrid (cash + digital). In a market where trust in digital payments for large sums is still developing, offering a suite of familiar and trusted local digital options, alongside universally accepted cards, addresses consumers' psychological comfort. This reduces friction at the point of sale by meeting the customer where they are most comfortable paying, rather than forcing them into a less preferred method.
Prioritise safetyUse reliable payment gateways (e.g., Monri WSPay, CorvusPay, AllSecure) that are PCI DSS certified and support 3D Secure protocols. Clearly communicate security measures to clients to build trust, especially given the regional preference for cash.
Consider the “merchant model” and virtual cardsFor online agencies, taking on the role of “merchant of record” and paying suppliers with virtual cards (e.g. Nium Virtual Cards) significantly increases client data security, simplifies financial operations, and can reduce currency conversion costs.
Follow SEPA integrationFor agencies operating with the EU or having clients from Serbia, understanding and preparing for SEPA standards (especially SCT Inst) will be key for more efficient and cheaper euro transactions from May 2026.
How to leverage flexible payment options to attract clients
Promote payment by instalmentsGiven the popularity of instalment payments in Croatia and Slovenia, and the growing demand in Serbia and North Macedonia, actively offer and promote this option for more expensive packages. Whether through partnerships with BNPL services (Leanpay, Klarna, Uplift) or your own flexible payment plans (as agencies in Montenegro and BiH do), this reduces the financial burden on clients. The emphasis on promoting flexible payment options is not just in offering them; it's about actively presenting them as solutions to common consumer problems (budgeting, large upfront costs), thereby transforming the payment function into a powerful marketing tool. Travel is often a significant financial outlay. By offering instalments or partial payments, agencies directly address the immediate financial burden and cash flow concerns. This reduces the “shock” of a large, one-off digital payment, making purchases more accessible. Agencies can promote these benefits and present them as solutions to financial worries, thereby converting hesitant clients who might otherwise postpone or abandon their booking.
Clearly highlight the benefitsExplain to clients how flexible payment options enable them to travel sooner, budget more easily, and avoid large upfront expenses, with no hidden costs or interest (if such options are available).
The importance of security and transparency in all transactions
Full cost transparencyClearly state all fees, including card payment commissions (if any, e.g. 4% in Tours of Croatia) and bank transfer charges. Avoid dynamic currency conversion wherever possible, advising clients to pay in the local currency to avoid additional costs. Emphasising transparency and avoiding hidden fees (such as dynamic currency conversion) is crucial for building long-term client trust in a market where financial literacy and consumer protection awareness can vary. Hidden fees or unexpected charges can quickly erode customer trust. In a region where cash is still preferred, partly due to a perceived lack of transparency or trust in digital systems, any negative surprise can lead to abandoned baskets, negative reviews, and a damaged brand reputation. Transparency in pricing and payment processes directly contributes to customer satisfaction and loyalty.
Client education on safetyInform clients about the security measures you employ (SSL, 3D Secure, PCI DSS) and how they protect their data. This is especially important in a region where trust in online transactions is still a factor.
Investing in modern platform solutions and transparent communication is not just an expense, but a strategic investment that will enable travel agencies to remain relevant, attract new clients, and build long-term trust in the dynamic market of the former Yugoslavia.
The author is a sales consultant with extensive experience in tourism, the crypto market, strategic planning, and sales.
