Niche Down to Get Agency Revenue Up

Marketing guru Seth Godin once said, “When you speak to everyone, you speak to no one.” This common wisdom from the advertising world is especially relevant to those of us in the travel industry.

If you want to stand out, you can’t be everybody’s go-to travel agency.

That’s why it’s so important for entrepreneurs to niche down. By narrowing your focus to a specific audience, you can actually expand your trip reservations and revenue. Here are a few tips to help you find your niche:

Tip #1: Remember Your Why

Why’d you start your agency? And who’d you start it for? Think first about those questions before identifying your niche. It’s likely you had a knack for recommending great travel destinations to friends and family. What do these travelers have in common and is that who you want to serve? What brings you the most joy (and the most money)?

Tip #2: Analyze Your Customers

Think back to clients who you absolutely loved working with. Break down what made their experiences so magical and why you’d like more of those clients. What do they have in common? Maybe they’re moms, entrepreneurs, multicultural women, first-time solo travelers, etc. Use that research to drive your decision.

Tip #3: Test It Out

Test your message on that new subset of potential clients. You may get fewer responses at first if you’re targeting a completely new group for your business. See if you get more engagement on social posts or with emails – that’s how you know you’re niching down correctly.

It’s not a perfect process, but the goal is to figure out exactly who you want to serve, what your audience’s pains and passions are, and create travel experiences that address those things.

Think about it like this: If you’re a Black woman with young children running a business, are you more likely to book with a big box travel agency or one that caters to passionate Black female entrepreneurs with young kids who need a break?

The more specific you are, the better you’ll become at attracting the right audience for your business. Once you’ve nailed down your niche, your revenue will soar.

If you try to be for everybody, you’ll end up being for nobody. Focus on your niche, research what makes them tick and watch your revenue grow!

Discover more tips on how to grow your travel agency and niche down even further when you join us in the TSA Lounge!