Written By: Travel Planners International
If you’re reading this, you’re probably past the first steps of running your own travel agency business. Maybe you already have a few loyal clients coming back to you,the commission checks are coming at a steadier pace, and your phone is ringing with leads. So, what’s next? Now, it’s time to grow and evolve.
Smart business owners take a moment to slow down, evaluate their business needs, and take action. With our hectic schedules and constant hustling, it’s understandable that sometimes, working onyour business takes the back seat. But it doesn’t have to be that way. In this less-than-10-minute read, (no really, we just timed it), you’ll discoversix commonly overlooked business strategies, where even implementing one will make an impact and get you to become a smarter business owner. Let’s get started!
Be the Yoda
Our biggest mistake as small business owners – regardless of the industry – is that we constantly bombard consumers with information on how amazing we are and think they care. Sorry to break it to you but they don’t. According to a 2017 study conducted by ASTA, 42% of consumers book travel directly with an OTA, or an online travel agency, like Expedia or Priceline. With competition that stiff, our job as travel agency owners is to show consumers that with us, we’re the guide crafting their awesome vacation and they’re our focal point. We’re here to serve them and to make them the “hero” to their families. Once you make that shift, you’ll notice an increase in clientele heading your way.
In the book, Building a StoryBrand,New York Times best-selling author, Donald Miller, goes in depth on how businesses will truly succeed once they realize that they’re the guide on the consumer’s journey.He points out that inStar Wars, Luke Skywalker wouldn’t have been the hero without Yoda’s help, but the focus of the story is still on Luke. He goes on to say that “…the day we stop losing sleep over the success of our business and start losing sleep over the success of our customers is the day our business will start growing…”.We couldn’t have said that better ourselves.
So, go out there and be the Yoda to your clients. And no – green skin, pointy ears, and a tan cloak are not needed.
Update Your Verbiage
Now that you know your clients don’t really care about you but more so how you can help them get to where they want to be, show them you get itthrough your messaging. Customers want to partner with businesses that are relevant andcan solve their problems. They’re flooded with options when it comes to booking travel so how you get your point across matters. Take these two CTA’s for example:
Version 1: At Jane Doe’s Travel, we create perfect vacations just for you. Call us today for more info.
Version 2: Whether you’re looking to de-stress on the breathtaking beaches of Maui or in the peaceful woods of the Smoky Mountains, Jane Doe’s Travel wants to take you there. Contact us today and we’ll get started on your dream vacation.
Different, right? We’re willing to bet version 2 is going to land you more calls from potential customers. Why? The verbiage has clearly presented a solution for them and like we mentioned earlier, they are the focus.
Leverage Video
The future isn’t tomorrow – it’s now. According to a survey conducted by HubSpot, 54% of people want to see more video content from businesses they support. Creating video for your clients or potential customers isn’t as intimidating as it sounds.
Everyday you share information with your customers, so why not share that same info with the world? Try launching a YouTube channel. You don’t have to go crazy with the videos but just create enough content to keep your customers engaged. You can vlog your work/personal trips or create a video series dedicated to travel tips – whatever you think is authentic and interesting for your audience.
Remember, it doesn’t have to be a big production. Facebook Live and Instagram Liveare other effective ways of incorporating video content. It’s a great tool to use if you’re doing a ship or site inspection or you’re witnessing something really spectacular. Why tell your viewers about the stunning views when you can just show them?
Pitch the Media & Get Yourself on T.V.
Pitching the media isn’t as hard as you may think. It’s a combination of pitching to the right people, at the right time, with the right information – consistently. Whether you want to increase your sales or show yourself off as the local expert, there isa method to nailing it every time.
First impressions don’t get second chances – your pitch is the same. Create a pitch that’s specific and unique to the outlet or segment and make it clear you understand their audience. As a travel agency owner, consider your niche market and your previous experiences to get your creative juices flowing. Define your value and your solution to give your audience a tangible takeaway. It’s not about being the best; it’s about presenting yourself in a way that’s relevant to everyone else.
Still sounds like a lot? Luckily, we’ve created a webinar that goes more in-depth on how to pitch the media. It covers everything from nailing your hook to how to reach out to media contacts. You can check that out here.
Don’t Fear the Focus
Self-growth should be another facet of evolving into a smarter business owner. While it might sound elementary, improving how well you focus can help tremendously. The travel agency owners that are scrambling to do everything are the ones that burn out the fastest. We recommend you dedicate time to truly focus on one task instead of multitasking. Seems impossible? Try the Pomodoro Technique! For those unfamiliar, think of these as 25-minute sprints – you’re using your complete focus and energy into doing the most you can within that time frame. Once time’s up, you can take a short break before continuing or tackling the next thing on your list.
Listening to music can also help you concentrate. While everyone is different, studies suggest that music with no lyrics like Classical, Ambient or Electronic are best. Music streaming sites like Spotify, Apple Music, or Pandora offer large selections of playlists that’ll help you focus. And if all else fails, there’s always the reward system.
Dream Big but Check in with Reality
You know what’s scarier than tax season? Learning that an estimated 70% of travel agency owners never experience the success they dream. Frankly, that number is way too high. We think this may be because some agency owners get caught up in the what if’s:What if I go to this event and don’t meet any leads? What if I take my business full time and it’s not successful? Focusing on the negative just breeds insecurity and failure. Flip it around and focus on the positive what if’s – the ones that inspire hope and gains: What if my business is successful and I can take this full time? What if my business turns into a family legacy?
We want you to dream big but don’t get lost in the clouds. Let reality sink in with periodic check-ins. Depending on your goals, you should be asking yourself: How many sales calls am I making everyday? Am I talking to my accountant about my profit and loss statements? Am I checking my sales on a weekly, monthly, or quarterly basis? Am I looking at my losses and figuring out what went wrong?
Hold yourself accountable. Take a closer look at how you’re currently doing business and make the necessary adjustments to keep yourself on track. A goal without a plan is just a wish. So, envision where you want to go, check-in, and plan accordingly.