TravelResearchOnline.com Blog

This week we have been speaking about positioning your travel agency through an variety of methods. We discussed a service orientation and an emphasis on the personality and credentials of the travel consultant. Each of these paths to positioning your travel agency are based on the relationships you establish with your clients - on a solid [...]

A large part of your identity as a travel consultant is made up of the credentials you earn over time. The word “credential” comes from the Latin credentialis (giving authority), derived from credentia (trust). Credentials are a third-party attestation of competence and skill. Typically, credentials have two sources. The first are the credentials you earn [...]

Deciding what to spend on your travel agency’s 2010 marketing plan is a key consideration whether you are a multi-office operation or a home based practitioner. At every stage of growth, a marketing budget is essential. Firstly, budgeting will enforce the discipline necessary to actually calendar your marketing efforts. When spending real dollars, travel agents become [...]

Whether you are an employee in a travel agency, or own your travel business, marketing should be your constant companion. Too often, travel agents treat marketing like a hand tool that is pulled out of the box only when needed. Marketing, however, is not a part-time activity or something to be used only because business [...]

This week we are working through some principles that any travel agent can apply to bolster their market identity. How would you answer if challenged with the simple question of “who are you and why are you here?” The travel agent seeking to also be a good marketer should be able to clearly communicate their brand [...]

Over the last two days we have discussed the concept of positioning a travel practice and the key elements of differentiation and credentials. Once the travel agency has established these fundamentals, the next step is to make the agency highly visible in the community. The idea is to raise the market profile of the agent [...]

Travel agents know travel. The best have a passion for their craft and put much time and energy into learning about new destinations and product. They attend webinars and spend countless hours earning advanced certifications and destination specialist designations. What is often lacking, however, is a solid foundation in marketing. Passion for travel will not [...]

Invest in yourself. Most knowledgeable marketing guides will indicate that for small service businesses, between 1% to 3% of your gross proceeds should be reinvested in marketing. Thus, if your Gross Revenues are $1,000,000 (commission income of approximately $100,000) a marketing budget of between $10,000 and $30,000 is a norm. However, not every outlay needs [...]

Many travel agents will openly confess that marketing is not their forte. After all, a large percentage of travel agents, if not the overwhelming majority, very rightly are travel agents not because they love marketing but because they love travel.  Many have a very limited background or formal training in marketing, but manage to conduct [...]

An unfortunate temptation in marketing your travel business is to scurry from one tactic to the next looking for the next magic “trick” that will make clients come streaming through the door. The lure of the newest, the latest and great marketing gimmick is strong, but often comes at the expense of fundamentals.  Thus, you [...]