Travel Research Online
The voice of the travel agency community
Travel Research Online Blog

SWOT Analysis for Travel Agencies – Threats

August 21st, 2009 . by Richard Earls

I am almost hesitant to discuss threats to your agency or travel practice. Most of us too easily imagine all the possible perils that await at every turn. It keeps us up at night. Worse yet, threats can cause even the most stalwart travel agent to do the worst possible thing – nothing. Threats have a way of making business people pull in their resources and withdraw from the marketplace. The value of a SWOT analysis, however, is to recognize threats ahead of time and to counter weaknesses and marshal our strengths so that we can not only exploit opportunities but can counter, prepare for and diminish threats early on.

Threats are external to your agency. They might come in the form of a new competitor, a bad national economy or conditions that are completely local to your community. A terrorist attack anywhere in the world would be a threat as it might keep people from traveling. A resurgence of swine-flu is a threat we all face this fall. Any of these events or circumstances would threaten an agency’s ability to exploit opportunities, to grow and prosper.

However, each of these threats also suggests a course of action. New competitor? Let’s look at how we can better market. Bad economy? Adjust our marketing strategy to fit the mood. Threat of terrorism or swine flu – sounds like a public relations issue to me – let’s better educate our community. Taking action is the key to confronting and dealing with threats. We have identified our strengths – let’s use them in defense of our travel practices!

Over the past week we have examined the components of a SWOT analysis for travel agencies. This type of exercise certainly is a pre-requisite for laying out a marketing plan, but it is also a good way to check on progress throughout the year, to benchmark whether your agency has properly approached opportunities or shored up weaknesses. Further, circumstances change throughout a year – new opportunities arise and new threats emerge. Pulling out the SWOT analysis and revising it quarterly is a good idea.

The real value of a SWOT analysis is the opportunity it affords to closely examine your business, to work on your business instead of in your business. Examining the opportunities and preparing for the threats, dealing with weaknesses and remembering where your strengths are to be found is an invaluable exercise in planning.

This 365 Marketing Tip is sponsored by:
Click Here!

If you enjoyed this post, please consider leaving a comment or subscribing to the RSS feed to have future articles delivered to your feed reader.

Join the Discussion - Post your comment  One Response to “SWOT Analysis for Travel Agencies – Threats”

  1. A 2010 Marketing Plan for Travel Agents: Do a SWOT Analysis Says:

    [...] SWOT Analysis for Travel Agencies – Threats [...]

Join the Discussion - Post your comment Leave a Reply


Register Now!

Forgot your username or password?

This Week’s Featured Supplier

 Subscribe to the TRO Travelgram
Click Here

Your source of leisure and corporate travel news from top consumer sources delivered to your inbox daily.

365 Guide
1:1 Interviews
Deck Plans
Agent Perspectives
Editorial Musings
Publisher’s Corner
Thumbs Up, Thumbs Down
Supplier Profile
TRO Tips
60-Second Geography
Travel Agent Diaries