Many travel professionals have told me recently they have decided to work on creating a specialized, niche segment for their travel practice. Developing and marketing a niche area of expertise is one of the best 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.
The concept of adopting a niche is often misconstrued. 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 to a particular type of travel. It is about segmenting your marketing efforts to focus on particular groups of people, however. Read the rest of this entry »