Helping Travel Agency Owners Achieve their Real, Actual Potential
Have you been passing on success, hugging the status quo like you were on the deck of the Titanic?
Today, for most small businesses, it is a mood of caution, trepidation, and fear. Yet, at least in the travel market, sales are booming. We’re about to enjoy a profitable winter travel season, and with Trump 2.0 just ahead with low taxes, reduced regulation and lower energy costs, it’s the perfect time to be audacious.
As we explore these must-view reasons why travel agency owners are reluctant to progress, the real issue will be uncovered. It’s important, because we all must confront our demons before we’re free to be ourselves and build the business we deserve. Fear disables and has a heavy cost.
If we examine each of the hurdles in front of us, they will fall, leaving us to run smoothly forward.
Here are the Usual Suspects:
- Too Busy – No Time
Running a travel agency involves juggling numerous tasks—planning itineraries and financial transactions, managing client relationships, and resolving travel issues. Marketing often falls to the bottom of the priority list.
Solution: Visualize yourself spending less time with work but earning more money. Free up time, perhaps on the weekend, to review travel management software products and new marketing strategies. Don’t judge, just absorb the trends and value.
- Limited Resources
If you believe you don’t have the budget or expertise to try new software or launch effective travel marketing campaigns to compete with other more successful agencies or large online booking platforms.
Solution: Consider that those agencies didn’t have finances/resources either, but they did something about it. Review your finances to discover money you could use, or consider finding funding to launch a better marketing effort to bring new leads and revenue before you launch any other improvement project.
- Unclear Differentiation
If you can’t quite articulate what actually does make you unique and valuable, it’s wise to read up on travel branding, what travelers want, and how you can reposition your travel packages and offer to reflect a genuine advantage you offer.
Solution: Hire a branding consultant or ask a digital travel marketer to study your company’s strengths, such as personalized service, insider business connections, supplier relations, or niche travel expertise.
- Fear of Failure and Loss of Confidence
If you’re uncertain whether a new travel management software with new suppliers added will work out, or that spending on marketing will pay off, you might think it will result in client loss, weak new leads, and more work that doesn’t pay off.
Solution: Research, plan and run new software on the side as a trial to test it out, and try new digital marketing campaigns in multiple new marketing channels to test the quality of new customer leads. You’ll learn which is extremely wise and valuable
- Lack of Confidence in Marketing Skills
Many agency owners are travel experts, not web or social media marketers. You might be feeling unsure or overwhelmed by the challenges of marketing strategies.
Solution: Get the assistance of a digital travel marketing specialist and try a test campaign project, working with that person to learn, understand, and implement (manage) a full marketing effort, including the marketing software and analytics systems needed to master it. It’s all a learning experience, and you’ll find it an enjoyable one if you hire the right assistant.
- Misconception About Organic Growth
Some believe that “word of mouth” or client referrals should be enough to grow their business, and that online marketing isn’t effective or is too expensive to invest in.
Solution: Review of your competitors and their advertising and content marketing campaigns. This proves they’re all finding it worthwhile. Have a digital marketing audit performed with an accent on a competitive comparison.
- Overreliance on Status Quo or Past Success
Many experienced travel agency owners may rest on the laurels of their reputation, sales successes, customer loyalty, and assume that these will continue to exist. In fact, the travel industry is changing and it’s critically important to note the trends and reposition your company to adapt.
Solution: Hire a travel business consultant and review travel market forecasts, software and service delivery trends, along with product suppliers, and how modern companies are acquiring and keeping customers.
When the Market is Rolling in, Ride that Wave!
While your agency is doing okay, and the travel market forecast is upward for the next 5 years, more competition is arriving. They’re armed with better travel management systems, improved marketing communications and powerful promotional offers. I mention software because of the incredible array of business services it provides. It automates, makes efficient, and makes customers happy with the convenience and security they demand.
The fact is, that with new improved management platforms, more targeted marketing, improved branding, and personalized services, you can not only keep your current success, but have the new business as an additional flow of income.
There’s no real loss in the picture. Given the massive potential of online marketing, it is almost guaranteed to return a great ROI. I can help you with content, travel SEO, social engagement and more.
It’s wise to read up on the new technology available for travel businesses and do the research for a new travel management platform (if you need one). And a review of digital marketing strategies, content strategy, PPC ad campaigns, and a lead generating website helps you build confidence and certainty.
Contact Gord at: 416 998 6246 to discuss a free review of your marketing opportunity.
