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Consulting, Speaking & Training
Travel Agency Consortia, Franchises & Agency Organizations
NICHE & POSITIONING STRATEGIES
NOT JUST ANOTHER PRETTY FACE: POSITIONING YOUR AGENCY FOR PROFIT (owners & managers)
This workshop examines the role that a travel agency market "position", "niche", or "identity" can play in today's highly competitive marketplace. Attendees will learn why "whether to position" is no longer a realistic question in today's mature marketplace with its increasing array of competition for consumer patronage. When it comes to strategic positioning as a key marketing strategy, the issue has become "how to", not whether.
The concept of positioning will be defined and a number of commercial and leisure positioning options and opportunities available to today's travel agency will be evaluated. The two approaches to strategic positioning, a market segmentation strategy and a product/service differentiation strategy will be compared and contrasted. The pro's and con's of various marketing positioning strategies will be examined. Finally, attendees will learn how to evaluate alternative positioning options, and most important of all, how to select the right positioning option for their own set of circumstances.
This presentation is for travel agency managers and owners and can range from one and one half to three hours in length.
CULTURE SHOCK VACCINATIONS: PREPARING THE INTERNATIONAL TRAVELER (owners, managers and front line counselors)
This is a unique soft-sell program designed to help agents serve and expand sales to the burgeoning international travel market. Based on a relationship-building strategy, the program is divided into two sections. The first focuses on basic concerns of all inexperienced international travelers. The second addresses cultural issues for specific regions and countries of the world allowing for program customization to meet their market needs. Program topics include:
- common fears of first-time travelers and what you can do to make the experience more comfortable
- cultural - day-to-day protocol
- medical - passports & visas
- legal - handling emergencies
- helping clients choose the right airline, lodging and ground transportation
- customized destination options
- Europe - Far East
- Middle East - Latin America
This program meets two key goals: it provides valuable information that agents can use to demonstrate their value and difference from the competition and provides agents with the same necessary information that's often lacking in existing training programs.
Agents and managers can both benefit by attending this half day program with some front-line client contact being a requirement.
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