Cross-marketing refers to the practice of working with a non-competitive retailer to enhance business opportunities for both parties. Any product of common interest is a possible theme for cross-marketing purposes, and travel presents a great opportunity because of the affinity so many people have for traveling to new and unique places.

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. For example, you might decide to cross-market with a yoga studio or spa. You can offer to hold a seminar to discuss some of the excellent relaxation, restorative, and health-related opportunities in Hawaii. In turn, the owner promises to invite his or her customer list to the seminar and may provide a discount on services for everyone who attends. You also promise to promote the yoga studio or spa to everyone who goes on your trips - for a little pre- or post-trip relaxation or training. This is a true "win-win" proposition! Similar arrangements can be made with a clothing retailer looking to sell resort wear or adventure gear, who might let you place fliers in the store.

Possible cross-marketing partners include:

• Photographers
• Boutique clothing stores
• Camping and outfitter stores
• Tanning salons
• Jewelers
• Wedding and Honeymoon planners
• University or school clubs
• Book stores
• Theme restaurants
• Health food stores

Don't forget about your social and religious affiliations!

Think through possible cross-marketing partners in your community, then get yourself out the door!

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