Sales is the key to success in the Tourism industry. Whether you are a supplier ( like a hotel, attraction, restaurant or DMO) or a buyer ( Tour operator, meeting planner, Travel agent) part of your day includes selling your services and products to others.
Many of us grew up thinking “Sales = pushy, uncomfortable, and something to endure“. But in truth, “Sales = Helping others and building relationships for long-term partnerships.” Isn’t that much better?
Sales Funnels
A sales funnel is a concept that helps us see the steps we need to take to get to a buyer. In this post, I discussed the first step in the funnel – Attention. Let’s take the next step in the process.
Interest
In order for someone to visit your destination or business, they will need to be more interested in what you have than what another choice offers. So how can you get potential buyers interested?
Understand current trends
People’s desires for travel have evolved over the years, and the last two years have accelerated and created trends that can change your offerings. I recommend subscribing to industry newsletters like Skift, Travel Pulse, and The Inbound Report to keep up on trends.
Here’s a few headlines that have given me Trend ideas – and ways to create new interest for my client’s destinations:
- Visiting Friends and Relatives will power post-Pandemic Travel. Could you be a great Family Reunion destination? The African American community is a big Family Reunion market and this article gives some great details.
- Remote Workers Stay Longer, Spark Tourism Recovery. Do you have elements that remote workers would enjoy? Work part of the day, enjoy culture or hiking the rest of the day?
- Family Travel Roars back with Vaccines for Younger Children. This is a great market for in-state and nearby destinations. Families might not be ready to get back on planes, but driving getaways will give families a nice break after the last year. Also – see visiting friends and relatives- easier when everyone is vaccinated!
- The North American Camping Report ( available to download free here) shows that first-time campers increased fivefold since 2019. Purchases of RV’s are at an all-time high as well. This is a big trend for the next few years.
Don’t say “Something for Everyone”
One of my pet peeves, when I worked for a tour operator, was when someone would say the dreaded ” We have something for Everyone!” And maybe you do, but I didn’t have ‘everyone’ as my client. It is more helpful from a sales perspective when you can customize your offerings and sales information to the client you are speaking with.
Are you a great student tour location? Are you perfect for honeymooners, people looking to explore the outdoors and get away from technology, or are you ready to welcome back meetings and events? All of these markets have different needs, wants and requirements. You will attract more interest when you have specifics for your client.
Can they see themselves there with your images?
My family is multi-racial so I am especially pleased when I see diverse groups of people in tourism imagery. For your potential clients to see themselves in your location, it is great when they see images of people like them enjoying your business. Same-sex families, people with physical limitations, multi-racial families, single parents, older honeymooners? This is a great time to diversify your image library.
You have narrowed your funnel a bit by showing potential visitors what you have to offer. If you are a rural location, someone looking for a big city experience isn’t going to be interested. At least this time. In the next post we will learn how to capitalize on a potential clients desire to visit – and turn that into $$$!
Here are some ways I can help you be a better Tourism Pro
Do you work at a DMO/CVB? I can be your education and training partner to give your members actionable training in group tours, sales, and more. My team and I provide live webinars via Zoom and also record them so you can build a training library. Check out my Online Tourism Training Program to learn more. I am booking 2022 clients now! Your partners need you more than ever and I am here to help!
Free Group Tour Webinar! Join your colleagues from around the country for Group Sales Strategies and Tactics for our New Reality. On November 16th at 1 pm EST, I will talk about ways you can help in the Group Tour market recovery and bring more business to you in 2022. Register here. If you would like to register multiple people ( or partners) let me know and I will create a customized invite for you to send out.
Online Courses for Tourism Pros.
Have you had a chance to check out TourismProAcademy yet? There are free resources as well as online courses I have created. Popular courses this month include:
Time Management for Tourism Professionals
Fill Your Parking Lot: Secrets to Getting More Group Tours
and Your Network is your Net Worth.
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