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Managing Relationships Effectively: Varvara’s Tips for Success
Varvara, Director, Hotel Enterprise Partnerships
Years at Expedia Group: 11
Building strong customer and traveler relationships is at the heart of Varvara Malkina’s role at Expedia Group. With over a decade of experience, she’s learned that trust, authenticity, and empathy are key to long-term success. Here’s what she shared about her approach to relationship management.
Five Tips for Building and Maintaining Strong Relationships
- Treat your customer the way you want to be treated. Respect and empathy go a long way.
- Be transparent and honest—even when it’s uncomfortable. Trust is built on openness.
- Understand what motivates your customer. Supporting their growth creates mutual success.
- Show up as a human being. Remember birthdays, hobbies, and personal details that matter.
- Pick your battles wisely. Prioritize progress over simply winning an argument.
A Relationship She’s Proud Of
“The relationships I’m most proud of are the ones where trust felt almost impossible at first. Turning that initial tension into mutual trust over time has been one of the most rewarding achievements for me.”
Habits That Build Trust
Varvara emphasizes consistent transparency and follow-through. “When delivering on a commitment becomes difficult, I communicate early. Even when things don’t go as planned, my customers know they can count on my honesty and accountability.”
Handling Challenges
“When things get tense, I take a deep breath and prioritize listening. I ask questions to understand the full picture before jumping to conclusions. Respect, straightforwardness, and focusing on solutions help move even the toughest conversations forward.”
Why Relationships Matter
“All successful businesses are built on strong relationships. When trust is established, it’s easier to understand what customers need and tailor solutions that unlock long-term profitability. Plus, genuinely connecting makes work more rewarding and fun!”
Lessons Learned
“The most important perspective I’ve discovered is that there’s a real person behind every business card—a person who wants to be respected, heard, and valued. While professionalism is essential, connecting on a human level matters just as much.”
Advice for New Relationship Managers
“Don’t be afraid to be authentic—people appreciate it. Building relationships takes time and effort, so embrace the journey and the challenges (or opportunities to grow) that come with it. Celebrate your wins, learn from setbacks, and be kind to yourself when things don’t go according to plan.”
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