When the majority of the travel industry is at a standstill, it can be hard to wrap your head around marketing. As a result, many travel agents will just simply stop.

That is the worst thing you can do right now!

What you should be doing is staying in touch. Show your clients you care. When you do, you are demonstrating you do more than sell. You are showing that service is at the heart of your business.

Think about it from your client’s point of view. Maybe they have worked with you and know you very well. Or maybe they don’t know you all that well. Maybe they don’t know you at all. They have gotten emails and marketing pieces from you periodically, but suddenly you go radio silent. What do they think? You’ve gone out of business.

When the travel business does return to normal (and it will return to normal), they aren’t going to reach out to you, but find someone else. Because they don’t think you are there.

So, what type of “marketing” do you do right now? It isn’t your traditional marketing, but relationship building. And this must be via email, just doing social media won’t cut it!

The best email content right now inspires and reassures. Think about it. People are stuck at home and what’s better to dream about than travel? If they are locked in with their kids, they are probably all driving one another crazy! Take a page of inspiration from C & J Travel. This was a portion of their recent weekly ezine targeted to their family demographic:

Have your kids spend time researching, learning and exploring a region, country, or city. Learn about the language and how to say a few words or sentences. Learn about the transportation systems and how they work. Get in the kitchen and learn how to make some traditional dishes from the area. This would be fun for the rest of the family too as they will be able to try out some new foods. Learn about the money and pay your kids in the new currency (you’ll probably have to have your kids use their artistic skills to make some play currency) to do some chores around the house. Don’t forget music time- learn to sing a song in your new countries language and get your exercise by learning the dance moves that go along with that new song.

Isn’t this a great idea? You are still talking about travel, but you are making it relevant to today and inspiring them to keep dreaming about travel.

You know your demographic. What do they want to hear about. Maybe you do a series of trips down memory lane and revisit some of your favorite trips to inspire them in the future. There are lots of approaches you can take and this is why you need to be focused on your target audience.

Speaking of that, excuse me while I get out my soapbox.

OK, if you don’t know your target market, this is the PERFECT time to get super clear about that. Once you handle all the cancellations and rescheduling and are in that holding pattern until time to rebook, spend time focusing ON your business. More on that next week!

OK, soapbox is put away until next week!

If you haven’t sent out your ezine this week (or last week), get back on track right now! If you aren’t yet sending out a weekly ezine, when was the last time you reached out to your audience? Do it now! It will pay huge dividends in the future.