Wednesday, May 09, 2007
Another nail in the travel agent coffin?
People might assume that the announcement of another well funded travel website means yet another nail is driven into the coffin of the travel agent. I don't think so! While there is no question that leisure travelers are spending much more time and money online, the need for an experienced, reliable and personal travel agent remains.
Yahoo revamps travel site
Yahoo is set to revamp its travel Web site early Wednesday to offer new mapping features and a chat-based collaboration tool, as well as personalized trip recommendations and travel deals.
"What Netflix has done for movies and what Amazon has done for book recommendations we're doing for travel recommendations," said Jasper Malcolmson, director of Yahoo Travel.
Yahoo Travel combines Yahoo FareChase, which finds low-priced air fares, with Yahoo Trip Planner, a social network for travelers and would-be travelers where they can plan trips, create interactive maps and keep online journals and photos, he said.
The features and tools mentioned in the article are exciting, and there is no doubt that many online travel shoppers are going to book their vacations there. However; there are plenty of people who are more comfortable talking face to face with a friendly and reliable travel agent.
Information overload!
Like walking into the library of Congress, the amount of information at travel websites can be a little intimidating. Where does one start to look for information? Is the information up to date? Who provided the information? Is all this information offered by the resorts, employees, publicists or sales people? Are the reviews written by real people who have been there? Or are the reviews written by online game players, ringers for the resorts or computer programs? Some people feel more comfortable trusting their local area travel professional.
A friend of mine came to me and asked about a trip to Cancun. He asked thousands of questions and I answered them the best I could. Once convinced that I knew what I was talking about, he asked for recommendations. I talked it over with Carrie and we gave him links to websites, printed brochures and photos from websites. He was pleased with the information.
After gathering the information for his specific desires, it came down to a simple question. He said, "Please, just pick one for me." I said okay and he had a great time.
Coming to Carrie and I, my friend was able to simply ask the questions that he had about the area, share his preferences and requirements and then trusted us to recommend the best place for him. My friend has a great computer, fast connection and can read as well as anyone, but he wanted it to be simple. Carrie and I were able to make the process more simple by filtering through the vast amount of information based on research, experience and feedback from other travelers.
The travel agent isn't dead!
Reading reports, especially online, many people assume that the travel agent is dead or at least terminally ill. I think not! (And not because I'm a travel agent.) I think there will always be a need for the travel agent as long as people have questions and a desire for personal customer service. Suggesting that travel agents are or will become a thing of the past is like suggesting libraries, encyclopedias or print brochures are as well.
Carrie and I focus on getting to know our travelers and providing fast, friendly and accurate information. Not too much information, but enough to allow our clients to make an informed and comfortable decision. Just like any customer service based company, I believe that taking care of the client is job one. Building a customer service based company effectively means remaining mindful and diligent of the ways to service the client needs better than anyone else. Keeping clients is as easy as keeping friends.
I guess if I were going to put a fine point on it, I would say that gaining and keeping clients is as easy as making and keeping good friends. At least that's the way I see it. Sincerity, politeness and respect goes a long way when building a client base. Fake can be felt; rudeness rewarded accordingly; disrespect a disaster and in the end, if you care about your clients, they will care about you.
It is true that we provide our clients with "do-it-yourself" tools on our website. That is not to say we are turning from personal customer service, we offer the tools for those clients who don't mind booking their own travel from a source they know is carefully monitored. We are not abandoning our commitment to providing face to face discussion, we are simply fulfilling the requests for reliable and simple tools for travel. Fact be known, we will be offering more in the near future and are very excited about it.
The Business
On a personal note: All of our clients, as well as those who frequent www.CarriedAwayVacations.com know that Carrie and I have not been "full time" travel agents since we sold our interest in the other one. Most people know the website was simply our way to remain in the business we love so much. Recent events have caused us to consider expanding our business to include a more tangible presence. Once we complete our current project, we will begin looking at the feasibility of opening a fully staffed office. We have been able to take a step back slightly and do see a need for a first class travel agency with style. A travel agency that understands the need for a higher level of service. A travel agency that will "kick it up a notch" and bring unexpected levels of service to an industry that demands the highest level.
There will always be a need for a good travel agent who cares about their clients and is willing to go the extra mile. A successful travel agency is one that never forgets the importance of relationship building as well as the need for sound business practices. The "boutique" travel agency needs to have a thorough business plan; sound operating procedure; solid accounting; a firm marketing and advertising calendar; and they should constantly learn new ways to make their business run for them instead of running for their business. Doing so will allow the agent the ability to concentrate on what's important and the bottom line will reflect what's important... that is providing the best personal service. The result will be happy clients as well as a happy travel agent.
Labels: small business, Travel
Thursday, May 03, 2007
How to Create a Marketing Plan
As our efforts continue in creating a new brand for the magazine, re-branding Soky.net and considering the brand for the web development part of our company, I have to remind myself to stick to the fundamentals; stick to the tried and true methods; above all else... keep it simple!
I bookmarked an article on Entrepreneur.com a while back that I have re-read and would like to offer to you.
How to Create a Marketing Plan
What is a marketing plan and why is it so essential to the success of your business? Find out here, in the first section of our comprehensive guide to creating a marketing plan.
Firms that are successful in marketing invariably start with a marketing plan. Large companies have plans with hundreds of pages; small companies can get by with a half-dozen sheets. Put your marketing plan in a three-ring binder. Refer to it at least quarterly, but better yet monthly. Leave a tab for putting in monthly reports on sales/manufacturing; this will allow you to track performance as you follow the plan.
The plan should cover one year. For small companies, this is often the best way to think about marketing. Things change, people leave, markets evolve, customers come and go. Later on we suggest creating a section of your plan that addresses the medium-term future--two to four years down the road. But the bulk of your plan should focus on the coming year.
http://entrepreneur.com/marketing/marketingbasics/...
Source: The Small Business Encyclopedia and Knock-Out Marketing.
Copyright © 2007 Entrepreneur.com, Inc. All rights reserved.
Related Articles at Entrepreneur.com:
Developing a Marketing Calendar
When's the best time to develop a marketing calendar for the year? As they say, there's no time like the present.
Developing a PR Plan
Want to make sure your business's name gets heard this year? You need to plan for PR.
Improve Sales With a Marketing Plan
Need to step up your sales? Create an easy-to-follow marketing plan that'll help you along.
23 Hours to a Great Marketing Plan
The countdown has started: With these simple steps, you're less than a day away from creating marketing magic.
Write a Creative Marketing Plan in 7 Sentences
Our Guerrilla Marketing coach explains the quickest way to create an effective marketing plan, plus 7 ways to ensure its success.
Building Buzz in a New Market
Ready to grow your business? Follow this step-by-step approach to winning new customers.
Exploring Multiple Marketing Options
When it comes to marketing, there's more than one way to get your message across. Find out why a multipronged approach may be the best option for your company.
What's the Plan?
Need a marketing plan? Here are strategies to fit penny pinchers, big spenders and everyone in between.
Market Planning Checklist
Use this list to develop your marketing plan.
How Advertising Fits Into Your Marketing Plan
As you plot the course of your business, don't forget to map out promotion as well.
How to Develop and Run a Marketing Campaign
Prepare smart for your next marketing campaign by revising your marketing plan and understanding the different ad media available.
Define Your Target Audience to Grow Your Sales
Who is your target customer? If you have more than one answer to this question, it's time to retool your marketing plan.
Write a Simple Marketing Plan
5 steps to a simple, concise plan that'll get your marketing efforts on the right track
Find Time for Marketing
…or kick yourself later when your client pool dries up. Here are 6 ways to make time for marketing.
Creating A Marketing Plan
Design a road map to guide your marketing campaign.
The Ingredients of a Marketing Plan
Ready to get it all down on paper, but not sure where to put it? We'll help you with the format and elements of your marketing plan.
Researching Your Market
Whether you're just starting out or if you've been in business for years, you should always stay up-to-date with your market information. Here are the best methods for finding your data.
How to Create a Marketing Plan
What is a marketing plan and why is it so essential to the success of your business? Find out here, in the first section of our comprehensive guide to creating a marketing plan.
Labels: branding, marketing, planning, small business
