Course Details:
'The more you narrow your focus, the more you expand your market'.........is an old Zen saying which more relevant in today's travel environment than ever before. With the pressures of commission cuts, the Internet and direct supplier selling on your bottom line, travel agents must focus on areas of travel that are the most profitable in the long term. With the travel industry constantly changing everyday most travel agents are finding themselves in a world of bewilderment change.....not knowing what might happen from one day to the next. You may find yourself panicking that you can't keep up. Or asking yourself if you really should stay in business. By specialising in niche travel it will rejuvenate your interest in the travel business and make your business even more profitable and.....most of all enjoyable again for you. It will get you excited about the future and not dwell on the past.

"Sometimes we stare so long at a door that is closing that we see too late the one that is open"
Alexander Graham Bell

Why Niche and Special Interest Travel?

Because it is extremely profitable when marketed and packaged properly.Customers most likely to purchase a special interest tour are more educated and affluent. Whether that interest is bird watching, archaeology or genealogy this clients has the desire and the money to take such trip. Travel agents will also make more in revenue for the cost of most special interest tours is greater than the cost of mainstream tours. Consumers who book Niche and Special interest travel also often requires the skills and knowledge of a good travel agent therefore will guarantee your survival well into the future.

The client is willing to pay that extra cost because of the perceived value offered by such a tour. One of the reasons that the airlines are so eager to sell directly to the public is because of the purchase of an airline ticket is perceived as not very difficult! Planning a hiking trip to India, however, is another story! It will take a consumer a considerable amount of time to do the research and there is a very real possibility of making serious errors. Other reasons why you should focus on Niche and Special Interest travel include:

1. Strong relationships with a few tour operators or ground suppliers increase commissions and incentives.
   
   
2. Specialisation in a destination or type of travel provides you with a comfortable level of expertise that leads to a sense of pride in work.
   
   
3. As an expert in a particular destination or niche, you develop a reputation both in and out of the industry and can make a contribution to the industry as a whole. Who wouldn't like to have someone call and say 'You have been recommended as the expert on (for example) accessible travel to Europe."
   
   
4. As you develop special interest focus, you are more productive, since research and planning will require less time.
   
   
5. As you become more successful in your niche, travel suppliers will actively court you to provide travel opportunities.

There are a lot of clients looking for this kind of agent right now. The problem is, most travel agents aren't looking for them. They're more concerned with saving that student $10 on their next trip home or finding a lower priced motel.

Luxury travel, Adventure travel, Eco tourism, Cultural and Historical, Culinary and Wine Tours, Cruising, Religious and Spiritual travel, Accessible, Gay and Lesbian travel are just a few of the many areas that will be covered in this exciting new training session.

Learn about :

1. The psychology of selling niche/special interest travel and capturing this premium market.
2. The what and why of niche travel
3. How to control and master the buying patterns, motivations, and emotions of consumers within the niche travel market
4. Worldwide trends that Affect the Travel Business and why Niche Travel is so profitable
5. Identifying who your future customers are
6. The marketing tools and techniques needed to profit from this market
7. Finding the Niche that is right for you....learn about 120 of the most profitable
8. Learn how to identify your own special interest client
9. What niche/special interest travelers look for and what elements really motivate them spend money with you
10. Going outside your area by using the Internet to develop and promote your specialty
11. How to design and implement a marketing and business plan to highlight your specialty
12. How to offer unique products whilst earning larger commissions
13. How to sell you, your agency and your brand before price in this market
14. How up sell and cross sell luxury travel products.
15. How to ensure your niche/special interest sales skills are at their peak.
16. How to ensure that the niche/special interest travel market sees you and your team as experts.

BUT...only a limited number of travel companies cater for the niche and special interest travel market, which raises the question as to why you are not?
It is a proven fact that it's a smart business decision to focus your business on a particular niche/s because research shows that the market is hungry for these types of travel agents. It is also a matter of SURVIVAL.

Your Presenter

• Adrian Caruso, TA Fastrack CEO, Head Consultant, Master Business Coach

What others have said about our recent training sessions:

New ideas, positive steps to take, a better understanding of all aspects covered. Very practical advice.
Julie Eggenhuizen, Managing Director, Getabout Adventures.

Simple and effective tools that can be implemented immediately in our business.
Rob Cecconi, General Manager, Sportsnet Holidays.

I really enjoyed the day. It opened my eyes to a myriad of exciting possibilities for my business.
Terry Smit, Director, Go West Tours.

Very inspiring and motivating. A welcome change to have someone understand the competitiveness of the tourism industry.
Natalie Carey, Director, Got2 Go Car Hire

Learnt how to grow and how to learn.
Dorothy Johnson, Mike Ball Dive

Liked seeing some of the initial steps I can take to improve business/profits.
Alison Brown, Owner, Glovalley B&B Cottages.

I found the seminar informative, inspiring and I am now swimming with ideas to take my business through a more positive website and enewsletter campaign.
Dale Goulding, Director, Deep Powder Tours.

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