Developing a Niche Will Foster Travel Agency Growth | TravelResearchOnline


Developing a Niche Will Foster Travel Agency Growth


I am having some trouble narrowing down my niche.

I wanted to start a travel business because my family and friends are always asking me to help them find affordable airfare and accommodations for various locations.

I think I want to do budget/bargain travel because so many people think that travel has to be expensive. Have you seen anyone specialize in shoulder season travel?

Also, I am big into yoga, wellness, and I’m a mom! Definitely want to add that into something. Can I have a few niches?

Thank you for your time!

Natalia Carden,

Hey, Natalia!

It sounds like you have a great list of ideas which is half the battle!

You can most certainly have multiple niches! The reason why we recommend agents start with only one niche when they’re setting up shop is because it helps narrow down the vast world of travel which can be very overwhelming! Since there’s already a steep learning curve in starting an agency, having a niche can help you feel like you have a foothold: Instead of learning the entire world’s geography and their endless list of vendors and operators, you can focus on a few countries or regional destinations you’d like to specialize in, which makes it much more manageable.

This article here has a ton more info on finding a niche and it also include a really nifty worksheet to help you narrow down your choices according to your hobbies, destinations of interest, type of travel and networks.

Creating a niche can also further your marketing efforts. It will help foster ideas for how to market and brand your business as well as help you imagine who your target client is. Creating a niche also ensures that you’re focusing your business around aspects of travel that you’re passionate about––whether it be luxury river cruises, adventure and wellness travel in Patagonia, or medical tourism in Eastern Europe. The sky’s the limit.

You can dig into a slew of marketing resources here!

I can’t say that I have heard of an agent specializing in shoulder season travel specifically.  Specializing in bargain travel can be a difficult niche because you’re getting so many people that are looking for rock bottom prices which typically means a lot more work on your end for less money.  This isn’t to say that you won’t offer to book shoulder-season travel, it just may not need to be central to your niche.

Your interests in yoga and wellness plus being a mom give you a lot of great avenues to explore! Especially if you have already forged some connections with like-minded individuals (aka, potential clients). The most important thing is that you’re really passionate about the niche you choose!

All this being said, even when an agent has established a niche, that doesn’t necessarily mean they can’t or won’t book travel that falls outside those parameters. So don’t feel trapped by choosing a niche and feeling you have to stay strictly within those bounds 🙂

I hope that helps you get a little bit closer to finding your perfect niche!


Mary Stein

Editor, Host Agency Reviews


Picture Mary Stein joined Host Agency Reviews in 2016 as its editor. She’s passionate about supporting aspiring travel agents to turn their dreams into their livelihood.
A writer by trade, she can be found working on her novel and teaching creative writing workshops when she’s not tooling around on Host Agency Reviews writing articles and newsletters.
She has received awards for her writing from the Minnesota State Arts Board, the Jerome Foundation and the Loft Literary Center. She lives in Minneapolis, and loves hiking, camping, and traveling (of course!).

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