6 Ways to Reach the Luxury Travel Market
Many travel advisors market themselves as “luxury trip designers,” but still find themselves inundated by requests for budget vacations. If you want to attract the luxury travel market, you need to direct your effort toward the right things. If you don’t, you will end up creating frustration for both you and your clients.
You are passionate about helping others with their travel because you know the value of an expertly-crafted trip. There is no greater reward as a travel advisor than knowing you are helping your travelers create those lifelong memories year after year. Here’s how you can do just that.
1. Be confident
If you don’t believe in yourself, your clients won’t believe in you either. Don’t be afraid to charge what you’re worth. If you can truly provide travelers with a highly-customized itinerary, insider travel knowledge, and outstanding customer care, they will be happy to pay for your service.
2. Personalized experience > discounts
Yes, it’s true that travel advisors are often able to leverage relationships with vendors to get awesome deals for their clients. However, if all of your advertising is focused on discounts and deals, you’ll attract clients whose top priority is a budget vacation. Instead of focusing solely on savings, make your clients feel like a VIP. Use your leverage with vendors to get early check-ins/late check-out, room upgrades, or a free breakfast. Learn all you can about your clients during the quoting process and then surprise them with a fun perk or gift they’ll love. Do they have trouble finding gluten-free snacks on the road? Have some waiting in their room! Are they celebrating an anniversary? Arrange with the hotel staff to do something memorable. Be creative!
3. Know what your clients value
Some of our deepest values are reflected in the way we travel. If you want to know what your clients look for in their travel experience, you’ll need to know what’s important to them. Do they value family? Humanitarian work? Sustainable travel? Figure out what’s important to your clients and integrate this into your messaging and the options you offer.
4. Improve your marketing skills
You have the ability to craft your clients’ first impression of your brand through your marketing. You don’t get to do this twice; so do it well.
Website: If your website isn’t fast, sharp-looking, and easy to navigate, viewers will leave before their next blink. This is not the place to cut corners! Get some professional help with your website.
Social media: Create a consistent aesthetic for your social media platforms. Once you have a look figured out, come up with a plan for your posting schedule. If you don’t have time to manage more than one platform, start with the one your target audience prefers.
5. Prevent problems before they occur
If they’re looking for luxury, they’re looking for smooth-sailing. Don’t wait until a problem arises to take care of it. Instead, figure out common travel issues and prevent them before they occur. Experienced travel advisors do this out of habit because it saves everyone time (including you)!
6. Create a long-term relationship
Forming long-term relationships with clients is one of the greatest joys of being in the travel industry. You can do this by offering small, but powerful gestures to show you care. This might include following up after travel, sending thank yous, or even a small gift around holidays. Here are a few other ways you can celebrate your clients.