The relationship between you and your clients reflects the temperament of your travel practice. The more open you are, the more easily you encounter your clients and the more gracefully you carry your industry knowledge, the better your relationships. The travel professionals with the happiest clients did not win their approval with pricing or vague notions of customer service, but with the power of a relationship.
It is important to your digital marketing plan to consider incorporating a blog into your travel agency’s website. However, with so many blogs vying for attention, you need to take steps to ensure your blog will stand out and speak with an authority that captures the attention of your readership.
As a professional travel consultant, you have a real expertise on a topic of interest to the public. The key to delivering blogging articles that truly engage readers and eliciting comments from them is to generate content that is lively, unexpected and fresh. Making sure that your blog is communicating on both an intellectual and an emotional level will keep your audience returning to your blog for new information.
I once had a travel professional take me to task because I provided them with an article in USA Today which also contained advertising for other travel programs. That would never do, she assured me, because like so many other papers and magazines, USA Today was “filled with travel advertising.” Likewise, many agents will not link to travel articles that include the contact information of hotels or tour operators.
I believe many travel professionals sometimes work with an over-broadly image of their competition because they have failed to properly define their customer base and their proper relationship to their clients. To these few, the landscape is filled with competition. This perspective is informed by the idea that the travel consultant is “selling” travel. That is what Travelocity does, just as suppliers do. They sell travel with few frills, often based on price alone.
Wondering how you might get more engagement to your Facebook social media postings? As an experiment, Voyager spent $20 to boost the posting below to a Facebook audience of people who:
The results were outstanding!
Greetings from the Voyager Support team!
We wanted to do a quick update on some new features for your Voyager Websites and Social Media Manager.
1. New Content - Did you know we are continually adding new content to our existing Content Library categories? Weekly, new content is added and you can use it to freshen up your website and for social media postings.
2. Video - We are now adding video to your social media feeds, if you participate in the Social Media Manager program, and the response has been excellent.
Solid Search Engine Optimization (SEO) is not the arcane and difficult to achieve strategy many would like you to believe. You too can be an SEO superhero without spending a fortune on consultants. No matter how many times Google or the other other search engines refine their algorithms, original content and relevance rise to the top in terms of importance to making SEO work. For travel agency websites, however, the challenge is particularly acute.
Original content is easy: write your own content on topics on which you can write authoritatively. Relevancy is a bit wider topic, however, encompassing a number of factors. The search engines want to display results most relevant to the questioner. Because travel is such a large segment of the transactional traffic on the internet, however, many travel agents feel daunted by the prospect of having to compete with the thousands of other sites for search engine ranking. Yet, with a bit of planning and commitment, a travel agency web site can find itself high in the rankings of the major search engines. The resulting traffic and potential for new sales opportunities can certainly justify the effort and time necessary to accomplish search engine optimization.
Limiting myths are the stories we tell ourselves to justify a timid approach to building our travel practices. Most limiting myths have a small truth somewhere in their origin that over time takes on a far greater importance than their reality suggests. By examining these myths, you can greatly diminish their influence in your travel practice.
Here's a limiting myth we will tackle: "You cannot compete with the big online travel agencies."
This limiting myth is not true. In fact, the online travel agencies (OTAs) cannot compete with you! But only if you play to your strengths. Let’s see how.
My father once told me "Never play the other man's game." Smart marketers build their efforts around inherent specialties and strengths. If you try to compete with the OTAs playing by their rules and imitating their tactics, you will quickly find yourself out-matched. So don't do that. Instead, compete with the online travel agencies using your own set of tactics geared to and fueled by your own strengths.
The system will market the availability of highly desirable content to the consumer and will make it available to the viewer for providing an email address. They system will capture the consumer's information and then email a link where the new prospect can download the whitepaper.
The new Free Content Lead Generator Widget will place Voyager subscribers in a position to begin a strong content marketing program, one of the best tactics for lead generation. As the publisher of Voyager Websites, I have tried to continually create new and exciting content for travel professionals to use to better market their business. I am absolutely confident this new addition will be a valuable asset in your hands. We will be soon scheduling a webinar to explain the full use of the program.
~ Richard Earls
While it is typically the technology forming the greatest barrier to entry, I often see critical mistakes made in execution and practice. Marketing is not a one-way stream of information, but a careful and deliberate conversation with clients. Many travel professionals confuse marketing and advertising, so their efforts at marketing look more like newspaper advertising than conversations with clients.
Write something about yourself. No need to be fancy, just an overview.