Travel agencies are an important service that have helped millions of people explore the world safely and easily. Nobody could have seen or predicted COVID-19 coming. And for that reason, many businesses were unprepared and unable to survive the devastating financial impact a world in lockdown brought.
The travel agencies and the travel industry was certainly one of the worst hit. Flights grounded. Cruise ships docked. International borders closed for the foreseeable future. An industry which seemed unstoppable was brought to its knees by a global pandemic.
However, green shoots are starting to appear and right now, the future of travel looks bright. Starting with Australian state borders opening up (hopefully) in the next few weeks and potentially international borders sometime next year.
So it is important that travel agencies and travel consultants don’t sit back and wait for the demand to rise. Now is the time to prepare for 2021 and 2022, so you can be prepared when people feel confident to start booking trips once more.
One of the best ways to prepare for 2021 is through a strategic marketing plan. This will help travel consultants identify who their ideal customer is in this changing market, how to stand out from the competition, and how to tailor their messages and offer the solutions people are looking for.
Today is the perfect time to start building your network and a pipeline of leads through targeted marketing so your travel agency is the first one people think of once restrictions are lifted.
Here are some additional marketing tips to help you create or refine your strategy so you are better prepared for travel in 2021 and beyond.
The modern consumer isn’t what it once was. As a small business owner you now have to earn a customer’s attention, it’s not enough to simply buy it.
How do you earn their attention? The first step is to create a content strategy for your agency.
A content strategy allows you to not only define and categorise your buyers (budget holiday makers? Luxury lovers? Adventure seekers?). It also helps your travel agency adapt and be flexible in the face of a changing world.
Even prior to COVID-19, consumerism was constantly changing because the way people buy is evolving with technological advancements. So, a marketing strategy, which is founded on buyer personas, will help you pivot and adapt to whatever changes that come your way. Whether they be local or global.
Happy customers are key to a successful marketing strategy. Excellent customer experience is vital for ensuring the current and future success of your travel agency.
COVID-19 has thrown a major spanner into the works, and nothing is certain. However, if you can keep clients happy, informed and updated every step of the way, they’ll remember the incredible customer service you offered and place their trust in you. Why is this important?
A positive customer experience will organically grow your business. A positive experience means people will continue to come back to you, be your biggest advocate, and refer their friends and family. Look for ways to go the extra mile – this will really help you stand out from the competition.
Trust is vital when it comes to creating a positive customer experience. Clients need to know they can trust you to answer all their questions and concerns. Position yourself as a trustworthy, reliable and safe travel consultant, and you’ll stand out from your competitors, keep customers happy, and keep your travel agency flourishing.
If you don’t currently have a social media presence or it needs some work, now is the time to start.
Social media use in Australia and the world has skyrocketed amid COVID-19. So no matter who your target audience is, you will undoubtedly find them on social media. If you align your content strategy with a buyer persona and the way customers buy, it will give your business valuable insight into the content and the format your customers will find most valuable.
This will ultimately add value to your branding, will help you attract the attention of customers, and keep your agency at the forefront of their mind when they’re ready to start booking travel plans again.
Social and digital media allows you to dish out quality content that is aligned to the way people buy. Whether that’s stunning wanderlust-inducing pictures, helpful or engaging videos, or even some educational infographics – which not only entertains but also adds value to the buying process.
Consumers essentially now live on social media, so if you want to engage, connect and speak to your target audience, social media is where you need to go. Social media is also a great place to build your network and a pipeline of potential customers through targeted marketing.
Photo by Kyle Glenn on Unsplash
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