Recommend May 2018 - 35

✈

TraveL
adviSor
Corner

Opportunities Abound
for Selling Travel
Susan Farewell

As travel agencies around the world move
their shops from Main Street to the Digital
highway, the changes in how we do business
are profound. You can sit around and talk
about how you used to be the go-to agency
for your community or you can grab this wave
and take your agency into our new world with
great aplomb. The biggest opportunities lie
within the clientele you target and how you
service them.
Your clients can be down the street from
you, or they could live in another state or
another country. You may have met them or
only have had e-mail exchanges. The key is
having a niche and marketing it effectively to
the demographic you need to reach.
For example, if your expertise is custom
designing high-end trips to India, your
marketing campaign should focus on reaching
English-speaking travelers who are searching
for India experts such as yourself. This can
be achieved through sustained and strategic
use of social media. Done correctly and you

will be able to draw clients not only from all
over the U.S., but also in the UK, Australia,
Singapore, you name it.
Keep in mind that niches need not be
limited to geographic specialties. There are
agents who specialize in everything from
honeymoons to expat travel.
With new opportunities come new
challenges and it behooves you to keep on
top of these. These include:
n Clients asking for destinations you
might not know. Many travelers today are
influenced by their social media circles. So
whereas in the past, they might have gotten
their travel ideas from magazines and their
inquiries were never surprising to you, today,
they may discover new destinations based
on the postings of friends. If the friend lives
abroad, they might be vacationing in Cape
Verde or in Oman.
n Staying abreast of currency trends. If you
are selling to clients in foreign countries, it's
important to know how their currency stands

in the world markets. The exchange rate may
benefit the client, helping you to make the sale.
To sell effectively, the more you know about
this, the better.
n Laws and other fine print. Some states
in the U.S. require a license to sell travel
to its residents. Insurance laws differ across
state borders. You may not be able to sell trip
insurance to residents of other countries. It's
critical to stay informed and up to date on
these legalities.
While how we sell travel and who we sell
travel to changes, one thing will never change.
That is the importance of listening to the
client and how you can best help him/her/
them. Whether you are doing this in person,
via Skype or Facebook Messenger, or through
a conversation via texts and e-mails, your
main objective should be to fulfill their
travel dreams. n
Susan Farewell is the owner of Farewell Travels
LLC (FarewellTravels.com), a travel design firm
based in Westport, CT. Follow her on Twitter
and Instagram @FarewellTravels.

may 2018 35


http://www.FarewellTravels.com http://fla-keys.com

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