The Right Thing for Travel Agents to do Right Now
By: Sandy Saburn, CTIE

The Right Thing for Travel Agents to do Right Now

When we get back into the normal course of business (I believe that comeback is on the horizon), are you going to look back on this quiet time and be proud of what you accomplished?

Will your day-to-day life be easier because of the systems you put in place?

Will you be more profitable because of the decisions you made?

Will you be happier with your business because of the clients you are attracting?

If you aren’t sure the answer to those questions is yes, then you probably need to take a hard look at what you’ve been spending your time on.

If you have been engaged in taking dozens of vendor and destination training programs and earning all kinds of certificates, then you probably aren’t going to be able to answer “yes” to those questions.

The bottom line is this: No matter how great that vendor training program is, it won’t get you more ideal clients.

Client attraction is the number one thing that travel agents struggle with. Sure, they may get some clients, but many are tire kickers and bargain hunters that drive them crazy for very little money. Too many travel agents find themselves struggling to get the type of clients they love.

So, what can you do during this quiet time to improve your client attraction? You need to go back to the basics and focus on two things:

  1. Who is your ideal client?
  2. What do you have to offer them?

Can you answer those questions without hesitation? That’s at the heart of client attraction. Before you can do any type of marketing you need to be crystal clear about the answers to those two questions.

Because many advisors skip this step when creating their businesses, they default to “everyone who travels is my ideal client”. That only works if you want to work 80 hours a week and make very little money. If you want to have a business you love that is also profitable, it’s a terrible approach.

Another problem created by skipping the step of identifying your ideal client and your own unique value proposition is that you don’t know how to market your business. When you don’t know who you are marketing to or what you have to offer, you will struggle to make marketing decisions. As a result, many advisors default to sharing vendor promotions or deals. A great way to get tire kickers and deal seekers, but not a great way to get long-term loyal clients.

Right now, the best thing you can do with your time is to get super clear on who your ideal client is and what you have to offer them. That will lead you to evaluate your brand, website, and marketing strategies. All that is a great thing to do while you have some time to make changes. It will mean you are happier and more profitable in the future.

I truly hope we are getting closer and closer to the day when travel advisors are busy booking travel again. Don’t look back on this time and wonder why you didn’t make more hay while the sun was shining!