Why is it important to have a travel specialty?
It helps to have a niche that you are known for – and your clients can share with their friends and family and feel confident that you have all the answers. No other form of marketing compares to word-of-mouth.
There are several key reasons why having a travel specialty in today’s hyper-focused marketplace brings greater success and financial rewards to travel advisors.
Consider these when determining which niche to develop.
1. Consumers are drawn to experts.
Consumers are naturally drawn to professionals who stand out in their
fields as subject matter experts. When you become known
for your travel niche, people will seek you out and find you
through search engines, social media, and other resources
that are related to their hobbies or passions.
One travel agent developed a niche in small group
music events. This specialty “has allowed us to
make a brand for ourselves. In the beginning, we reached
out to artists and asked them to work with us. Now that we
have made a name for ourselves, we have artists coming
to us asking to be part of our intimate music experiences.”
2. Expect repeat business and referrals.
People who share a common interest often gather
repeatedly with others who are like-minded. It is easy
to imagine, for instance, how travelers who love
experiencing culinary tourism will want to meet up again
to explore a new destination or cruise; or adventure
seekers will look forward to reuniting to discover another
fascinating place . Long-term relationships are often built
this way amongst travelers and with their advisors.
“By concentrating and really knowing one sector, I
can provide an above-average level of customer service
and make my clients happy. And they want their friends
and family to have the same experience, so my clients
have a tendency to really promote me to their inner
circle.”
3. A niche strengthens supplier relationships.
Quite obviously, the more business you send to a select
supplier, the stronger your relationship becomes, and the
greater the mutual benefit. Great partners we work with, like Viking and
Regent Seven Seas, who are both big supporters of the
travel agent channel. Building these relationships helps
you have greater support to grow your business.
4. Marketing is easier.
When you have a well-defined target audience, it is
much easier to promote your relevant products and
services to them. As shown above, prospects will find
you and return to you as their trusted advisor connecting
them with compatible travelers for repeat business.
There is marketing and sales efficiency
in having a niche: “You can learn one sector very well
and be very aggressive marketing your knowledge as
your biggest asset for potential clients to use you. I have
sailed on 73 cruises with 7 different cruise lines, and I know
the cruising industry very well.”
5. Growth potential increases.
Providing an example of how having a niche can help
advisors grow their business exponentially, “One of the great things about niche group
travel is that while you are marketing, as in our case, to a
certain artist’s fan base, you know that these guests also
like to do other types of travel. So, we always keep them
engaged. We have found that approximately 20% of all
guests who travel with us for the first time as part of one of
our music cruise events, will book individual travel with us
and become ongoing clients. So, you can actually build
your client base as you market to your niche group.”
6. Yields are higher.
When you are a niche expert who has established
products, services, suppliers, and destinations, you
become more efficient in planning trips and servicing
clients. Even the more complicated client requests are
easier to fulfill. It also allows for customizing products to
the target market, which can create exclusive offerings
and eliminate price comparisons. You become the
clear choice.
“I think it is important to stay focused and not drift into
other areas. This allows us to put all our
efforts into what we feel the most comfortable with and
will generate the highest profits.”
That type of laser focus typically translates into
higher yields.
7. Enhanced professional development and personal satisfaction.
Specializing in a particular travel niche not only benefits your business but also contributes to your personal and professional growth. By focusing on a specific area of travel, you can delve deeper into the subject matter, continuously expanding your knowledge and expertise. This ongoing learning process keeps you engaged and passionate about your work.
Moreover, as you become more proficient in your chosen niche, you’ll likely find greater job satisfaction. You’ll be able to provide more insightful recommendations, solve complex travel challenges, and create truly unique experiences for your clients. This expertise can lead to recognition within the industry, invitations to speak at conferences, or opportunities to contribute to travel publications.
Additionally, specializing often aligns with your personal interests or passions, making your work more enjoyable and fulfilling. Whether you’re passionate about eco-tourism, luxury travel, adventure sports, or cultural immersion, focusing on a niche that resonates with you can make your career more rewarding and sustainable in the long run.