Cross marketing refers to the practice of working with a non-competitive retailer to enhance business opportunities for both parties. Any compatible product is a possible theme for cross marketing purposes, and travel presents a great opportunity because of how easily it can be linked to almost any theme.
Retailers make excellent cross marketing partners because they typically do not compete with travel agents and because it is easy to create real value by marketing together. Read the rest of this entry »
Experienced travel agents seek out good group leaders. In its most common incarnation, a “pied piper” or group leader is provided with a free or “comp” travel opportunity as both incentive and as compensation for organizing and recruiting others to travel as a group. In some instances, however, the group leader acts as a focal point or celebrity for the group and assumes a central role in the marketing of the travel to others. The travel consultant that consistently and patiently grooms a series of group leaders is establishing the groundwork for regular group travel opportunities. By marshalling the energies of one or more group leaders, the travel consultant both leverages the group leader for a particular trip and also comes into contact with a number of new individual clients. Read the rest of this entry »