Your clients are getting ready to travel
By: Sandy Saburn, CTIE

All around me I am seeing signs that despite COVID and the havoc it has brought to the travel industry, things are starting to turn around.

There were people who thought this was the death of travel. But I knew better. People have traveled as long as they have existed. We have an insatiable desire to know what’s on the other side of the ridge or just beyond the horizon. I was born with wanderlust and wanted to go everywhere. Unfortunately for me, my family weren’t travelers. We went on 3 vacations in total.

Fortunately, my husband also has wanderlust, and together we have made lots of memories while traveling. And we are ready to get back at it. Your clients are too!

It’s really important for you to be visible to your clients right now. How are you staying in touch with them? How are you keeping them engaged with you? Don’t take for granted that they will remember you when they are ready to commit to a trip.

Over the years I have been in the travel industry I would say the #1 reason people change travel agents is lack of communication. They don’t hear from you enough. You are so busy worrying about sending them too much that you don’t send them enough.

While consistent communication is important it also has to be quality communication. If you have clients who hate cruising, filling up their inbox with cruise promotions is a sure way to lose them.

I hope you have used this downtime to get lots of systems in place to make your life easier when you get busy again. One of those systems should be for email communication to send information to clients on a regular basis. Not a service that sends promos for you, but something you write to share with your audience. And then commit to sending a weekly informational email newsletter to your clients. It isn’t salesy, it is just about travel. You are building a relationship, not trying to get them to buy something from you.

Social media is still important, but it isn’t a substitute for carefully curated content sent via email. Just once per week – that’ it. It will pay huge dividends for you and your business!