Tapping into the Niche Cruise Market
by Lawrence Dessler, CTC

Never before have travel agents been so challenged by events that have shaken the basic business formula to the core. Today’s competition comes in the form of internet-based distributors, the large 1-800 # travel agencies and the shifting pricing available in the marketplace directly to the consumer It is more important than ever for you as a travel agent to identify an area where you can hold the advantage.

Think about those areas where you as a travel professional can have an advantage over the big non-personal alternative travel distributors and make a commitment to take charge of your own growth. You want to find a specialty that:

A - Differentiates you from your competition, both the big competitors already mentioned and the travel agent down the street or across the hall. Pay attention to those areas that other travel agents are ignoring.

B - Find products that will reward you for your efforts and maintain a degree of price stability. After all, it is not price that sells in today’s market. It is and always has been VALUE that sells. Keep this in mind and never apologize for price. Don’t merely concentrate on commission rate. Remember that you can’t deposit a percentage into your account. Ten % of $3,000 still beats 15% of $1,000 especially when $300 is non-commissionable.

C - Find products that satisfy your clients. You are still charged with booking your clients on products that satisfy their needs and fulfill their wishes. Find products that have consistently delivered quality. Find products that reflect well on you and when put together give you an identity and the recognition that you deserve.

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