Travel consumers are becoming much more savvy. Although value is of
great importance, travelers are not looking for bargain-basement
rates. Instead, they are looking for fair prices, more options in
the premium end of the market and a greater variety of unique
activities and diversions. As a result, there is a growing need for
travel agents and suppliers to work together through their
preferred wholesalers to learn more about what’s available.
Education is critical, and providing clients with individualized
itineraries is in demand.
With the travel industry still in a state of flux, Runaway
realizes that we need to help our partners travel agents and
vendors grow their businesses in the premium market in order to
sustain a competitive edge. One of the key elements to success is
niche marketing. Savvy agents develop specific customer databases
that help them identify each client’s specific interests. Then, by
working with their preferred wholesaler, travel agents can create
specialty packages with added values that pertain to those
particular markets.
And, although some consumers surf the Internet in search of
bargains, this tool is by no means replacing the value of
knowledgeable travel consultants, nor is it necessarily true that
Internet sites automatically offer the best available rates. In
fact, travel agents remain the cornerstone of the premium travel
market. This particular market segment expects the solid counsel of
professional travel agents who can impart the product knowledge
crucial to creating individualized and memorable travel
itineraries. In order to grow your premium client base, look for
preferred travel partners who can offer you:
" Inside sales consultants who are true destination
specialists.
" Fresh and innovative products that provide unique
experiences.
" Personalized promotional tools to distribute to niche
markets.
" Customized marketing campaigns to help grow your client
base.
" Education on the most popular and undiscovered
destinations.
" Fam trips and excellent, longstanding vendor relations with
hotels, airlines, ground-transportation companies and recreational
resources that ensure clients receive the best possible
service.
