Posts Tagged With: differentiation

There are 5 articles tagged with “differentiation” published on this site.


Finding Your Niche

Developing and marketing a niche area of expertise is one of the best possible ways to differentiate your travel practice from the competition. As an expert in a particular theme or destination, you can quickly establish your travel agency as the only reasonable resource to which consumers should turn when considering travel in your niche venue.

Niche marketing is a way of helping you focus on locating new clients, not a set of restrictions on your business offerings. Niche marketing is not necessarily about gearing your entire business  Read the rest of this entry »

Positioning Your Travel Agency

Why should anyone do business with you? Can you articulate your value as a travel counselor? If the value of a service cannot be articulated it cannot be marketed. In fact, if the value of a service cannot be articulated it cannot be understood and, therefore, is likely to be misunderstood.

Being able to position your company’s unique value is a big part of the branding exercise and necessary to engineering the way that the public perceives your travel practice. When you position your travel practice, you set the expectations that the public has when they do business with you. The good thing about positioning is that, as the word implies, it is largely under your control. You get to determine the key psychological understanding the public takes away from your marketing efforts. Read the rest of this entry »

Differentiation

Travel agents putting together a marketing plan for their travel agency are sometimes stymied by the concept of differentiation. In essence, differentiation is that collection of  key attributes that set your travel agency apart from all others – the reason a client would rather work with you than with your competitor.  By and large, any agency can offer the same cruises, tours and travel programs. So what Unique Selling Point (another way of speaking about differentiation) can an agency offer? Read the rest of this entry »

Reason # 2: A company’s USP is its Unique Selling Point – something that makes it different from all other companies of its type. Is there something about your business that is so unique that customers would do business with you based on that one quality alone? A reason to do business with you rather than the agency down the street or online with Travelocity? If so, you have located your USP and are on the way to better understanding how to build a smart marketing campaign based on that uniqueness. If you have not emphasized your USP in your marketing, then consumers are likely to pass you over for any number of similarly positioned travel agencies – you are just one of the crowd.

Fortunately, most travel agencies do indeed have a very valuable asset that distinguishes them from all other retail travel companies or online travel agencies – people. Your travel agency’s human resources are not duplicated anywhere else. Somewhere in your personnel – whether you are a 500 person agency or a one person home based business is very likely your Unique Selling Point. It’s important for you to be able to coax Read the rest of this entry »

Finding Your Niche

Developing and marketing a niche area of expertise is one of the best possible ways to differentiate your travel practice from the competition. As an expert in a particular theme or destination, you can quickly establish your travel agency as the only reasonable resource to which consumers should turn when considering travel in your niche venue.

Niche marketing is a way of helping you focus on locating new clients, not a set of restrictions on your business offerings. Niche marketing is not necessarily about gearing your entire business  Read the rest of this entry »