Running a Travel Business in a World of Free and DIY

This month’s TOP Radio tourism marketing podcast is with Trisha from Travel Writer’s Exchange. Trisha is very well known in this industry and has a wealth of knowledge and experience in running several tourism businesses, including a travel agency as well as her current online ventures. Welcome Trisha!

Listen Now

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Call Highlights

Some highlights and quotes from the call – be sure to listen in to the whole call for the details.

Why DIY and Free?

• These two terms really sum up some of the big issues that some tourism business have with being online.
• Free: Travellers not as willing to pay for quality information and products/services.  Always wanting a deal.
• DIY:  Don’t feel they want the services of a travel agent or a tour guide, and don’t take any ancillary products from hoteliers or other tour attractions.

Thoughts on Free

• The “free” movement isn’t a concept limited to the travel and tourism industry.  It’s a train that can’t be stopped, so we have to understand how it works and how to get around it to prove our value.
• The biggest way to get around free is to work together as a team.  That means travel agents teaming up with travel writers, tour guides partnering up with agents, hoteliers with tour guides, etc.  One big happy family!
• Another big mistake businesses make is to try and do it all.  Don’t try to do it all – partner with someone who can help and you can both help each other.
• Don’t be afraid to put out a lot of detail about your tour offerings, about your destination, and other pertinent information – because this highlights that you are the expert.  For most of you, it is your expertise that makes you a viable business, so don’t hide it.
• If you hold back all of your information, the online consumer will decide either a) you don’t know what you’re talking about, or b) you just aren’t that interested in making the sale.  Unfortunately, in the world of the back button, that means you’re dead in the water.
• Focus on the people who are your Ideal Customers who are interested in making a booking.  NOT the people who are just searching for free content.  Ignore the free people.
• What’s your niche?  If you want to be the expert and attract the Ideal Customer, find your niche.

DIY

• Ways to pull in a DIY traveller? It all goes back to niche and expertise.
• The bigger sites also don’t offer much in the way of service or experience – can you cater to the people who want that style?
• Understand what the typical objections of your Ideal Customer will be and address those.
• Again, it’s all about focus: focus on the right people, and ignore everyone else.

Other Online Marketing Tips from Trisha

• Facebook Fan page is a must.  Facebook is a great place to satisfy a web users primary needs: information and deals. Don’t miss out on our Facebook for Tourism resources.
• Monitor your approach on Twitter cautiously (time-management wise)
• Investments are best spent on a great, effective website and do it yourself search engine optimization
• Video is HUGE and really important for a couple of reasons – one is that consumers are demanding it (so they are better informed before making a purchasing decision), and second is that Google is rewarding sites with content (SEO benefit).  Cailin O’Neil’s Travel Yourself is a great example of how to do simple, short yet effective travel videos.
• The More that you Share, the More Likely you will get the Sale.
• Worry more about getting stuff done that’s real, authentic and worry less about things being slick and professional.

Connect with Trisha

To connect further with trisha, visit her website, Travel Writer’s Exchange, or give her a shout out on writter, @TravelWriting.