As a self-employed travel agent in a saturated market, how can you outshine the competition?

Whether it’s the destination, the type of travel or anything in between, it’s very important to be specific about what you and your agency are selling. Having a niche allows you to more easily identify who your ideal clients are, which will inform how you structure and execute your marketing plan. Your brand voice should keep your niche in the foreground and speak directly to your ideal clients; the more specific your niche is, the more your audience will relate to your content. By creating content that resonates with your clients, you will build trust, create interest, and earn more new business.

I think being niche is a great point. It allows you to focus and as you get to know your product better, be able to educate people and help them make the best possible choices. I'm specializing in river cruises for solo travelers and I'm learning a lot about the experience and can share with others.

A great way to outshine the competition is by highlighting the service that your clients will receive from you in your marketing materials, and then in turn delivering top-tier service. It’s important to remember that you don’t really sell “travel”; you sell travel planning services which are customized for each client who comes your way. When you first meet and start to get to know your clients, pay attention to what’s important to them—you are in the relationship business. Listen intently and take notes, and then add touches that reflect their values in your communications with them. Focus on building a long-term relationship and continue to get to know your clients between trips; a simple “happy birthday!” text can go a long way.

This is an oft-overlooked aspect despite its high priority for any entrepreneur who wants to be successful. For me, by incorporating philosophical and strategic principles into my networking efforts, I distinguish myself and build a powerful, supportive network. The true differentiator lies not just in the services we offer as travel advisors but in the relationships we cultivate with clients, partners, and each other.

Building a solid online presence is an excellent way to let your ideal clients know who you are, what you do, and what solutions you can provide for them. It’s important that your website be a true reflection of what services you can provide to travelers. Your branding, written copy, photos, etc. should resonate with your ideal clients—if you sell culinary trips to Italy, photos of frozen drinks on the beach may not resonate with that audience. Your social media presence should also be a reflection of you and your services, but be mindful and thoughtful about what you post. Sharing content that resonates at a moderate pace will likely speak to your audience better than a high volume of generic posts; test it out and see what works best.

Besides staying abreast of our supplier partner information and all things destination (among the thousands of related things), keeping up with World - and industry - news is important for any serious Travel Advisor.

At the end of the day, as a travel advisor you are in the relationship business and should aim to think and plan long term. By thinking long term and focusing on building a solid relationship, you will organically provide good service, because you will care, and when you care and are emotionally invested, you will do your best work. Stick to your process, properly manage expectations (and don’t let logistics go by the wayside), but by being a solid communicator, responding to emails in a timely fashion, understanding the assignment when planning a trip (every time), and of course working with suppliers who will deliver while your clients are in the destination, you are providing excellent service and should have happy clients.