Why is it important to have a travel specialty?

It helps to have a niche that you are known for – and your clients can share with their friends and family and feel confident that you have all the answers. No other form of marketing compares to word-of-mouth.

There are several key reasons why having a travel specialty in today’s hyper-focused marketplace brings greater success and financial rewards to travel advisors.

Consider these when determining which niche to develop.

1. Consumers are drawn to experts.

Consumers are naturally drawn to professionals who stand out in their fields as subject matter experts. When you become known for your travel niche, people will seek you out and find you through search engines, social media, and other resources that are related to their hobbies or passions.

One travel agent developed a niche in small group music events. This specialty "has allowed us to make a brand for ourselves. In the beginning, we reached out to artists and asked them to work with us. Now that we have made a name for ourselves, we have artists coming to us asking to be part of our intimate music experiences.”

2. Expect repeat business and referrals.

People who share a common interest often gather repeatedly with others who are like-minded. It is easy to imagine, for instance, how travelers who love experiencing culinary tourism will want to meet up again to explore a new destination or cruise; or adventure seekers will look forward to reuniting to discover another fascinating place . Long-term relationships are often built this way amongst travelers and with their advisors.

“By concentrating and really knowing one sector, I can provide an above-average level of customer service and make my clients happy. And they want their friends and family to have the same experience, so my clients have a tendency to really promote me to their inner circle.”

3. A niche strengthens supplier relationships.

Quite obviously, the more business you send to a select supplier, the stronger your relationship becomes, and the greater the mutual benefit. Great partners we work with, like Viking and Regent Seven Seas, who are both big supporters of the travel agent channel. Building these relationships helps you have greater support to grow your business.

4. Marketing is easier.

When you have a well-defined target audience, it is much easier to promote your relevant products and services to them. As shown above, prospects will find you and return to you as their trusted advisor connecting them with compatible travelers for repeat business.

There is marketing and sales efficiency in having a niche: “You can learn one sector very well and be very aggressive marketing your knowledge as your biggest asset for potential clients to use you. I have sailed on 73 cruises with 7 different cruise lines, and I know the cruising industry very well.”

5. Growth potential increases.

Providing an example of how having a niche can help advisors grow their business exponentially, “One of the great things about niche group travel is that while you are marketing, as in our case, to a certain artist’s fan base, you know that these guests also like to do other types of travel. So, we always keep them engaged. We have found that approximately 20% of all guests who travel with us for the first time as part of one of our music cruise events, will book individual travel with us and become ongoing clients. So, you can actually build your client base as you market to your niche group.”

6. Yields are higher.

When you are a niche expert who has established products, services, suppliers, and destinations, you become more efficient in planning trips and servicing clients. Even the more complicated client requests are easier to fulfill. It also allows for customizing products to the target market, which can create exclusive offerings and eliminate price comparisons. You become the clear choice.

“I think it is important to stay focused and not drift into other areas. This allows us to put all our efforts into what we feel the most comfortable with and will generate the highest profits.” That type of laser focus typically translates into higher yields.

7. Enhanced professional development and personal satisfaction.

Specializing in a particular travel niche not only benefits your business but also contributes to your personal and professional growth. By focusing on a specific area of travel, you can delve deeper into the subject matter, continuously expanding your knowledge and expertise. This ongoing learning process keeps you engaged and passionate about your work.

Moreover, as you become more proficient in your chosen niche, you'll likely find greater job satisfaction. You'll be able to provide more insightful recommendations, solve complex travel challenges, and create truly unique experiences for your clients. This expertise can lead to recognition within the industry, invitations to speak at conferences, or opportunities to contribute to travel publications.

Additionally, specializing often aligns with your personal interests or passions, making your work more enjoyable and fulfilling. Whether you're passionate about eco-tourism, luxury travel, adventure sports, or cultural immersion, focusing on a niche that resonates with you can make your career more rewarding and sustainable in the long run.

Learn more about this by signing up as a member, today! Travel Agent Pro Application Form.

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To learn more techniques and how to grow your travel business, read more on our Pathfinder Series.

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