You have knowledge, enthusiasm, a love for travel, and a sincere drive to match the perfect trips to the best people. But how do you identify prospective customers?
Industry experts agree that travel with a focus on a particular activity, hobby, or interest is on the upswing. In a time when the travel industry and consumers are changing radically, focusing on a special interest will help you create your brand in the marketplace. For example, you can promote your agency as THE Tuscany food and wine expert in your area. Your unique features or service give you a competitive edge because you will offer customers a value-added product they will not find elsewhere.
Before you can target your audience, you have to know who your audience is. First, you should consider your market’s demographics: classifying people based on age, sex, income, and other measurable factors. For example, you could focus on millennials who have expertise in accessing information but may be too busy with their careers to plan their own travel. Or you may wish to work with families, tailoring trips to people with a wide variety of budgets and interests. Then, consider your market’s psychographics: classifying people according to values, beliefs, and lifestyles. Concentrate on special interest groups, using your own hobbies as a guide. Your knowledge, enthusiasm, and passion will pay off because you will attract and cater to like-minded clients.
Once you have done all you can to understand your clients’ and prospective clients’ needs, you can focus on fewer people, but those people will be the ones most interested in your services.
There is an endless variety of marketing activities you could use to find your customers. Here are some communication channels you may use already and some you may not have considered before:
Remember that marketing to the most receptive audience historically reaps the greatest reward.
To learn more about specialization and targeting your audience, we recommend that you explore The Travel Institute’s Certified Travel Associate (CTA) program.