Top 5 Tips For Rebranding Your Travel Company

Rebranding your company could be the key to re-energizing your current customers and attracting new ones. But let’s be clear, successfully rebranding your company’s image, message and culture isn’t easy. A successful strategy requires more than a new new logo and an updated website design. Consider these tips before deciding whether or not rebranding is the right move for your company.

Understand Your Target Audience: If you’re thinking about attracting a new demographic, do your research. Identify their likes and dislikes. Figure out what your new audience is passionate about and what drives their purchases. If your company can meet the needs of this new demographic, then incorporate those findings into your rebranding strategy.

Consider Rethinking Your Name: When Steve Jobs returned to Apple he changed the name from Apple Computers to Apple. This allowed him to expand the brand beyond computers to iPods, iPads, iWatches, etc. Maybe you’re hoping to expand your business beyond Italy, but you have the word Italy in your name. It’s probably time to think about dropping it.

If It Ain’t Broke, Don’t Fix It: Remember that there are parts of your company that work, and that your existing customers have come to love about your brand. Make sure you identify what is still working so you can be sure to keep those elements. Be sure to have a clear message to your existing customers explaining why the change you’re making is better for them. Let them know that you’re still offering the things they love, but now you’re offering more.

Be Authentic: Consumers, especially these days, are perceptive. They know when a company isn’t representing themselves authentically. Remember, that your strength is your authenticity. Make sure everything from your new logo to your new mission statement is a true reflection of your company and it’s culture. If you read through your material there should be nothing that sounds like something another travel brand can offer. Your customers are buying into YOU, so make it very clear that you are offering what only YOU can provide.

Take Your Time: You don’t want to rush this process. Take the time you need to research and strategize. It’s never a good idea to implement a rebranding strategy when your company is feeling pressure internally or externally. Rebranding is a big decision, you want to make it from a position of control.

BONUS TIP: Upgrade what’s average. By that I mean, when you look through your site, your mission statement, your About page, etc., if you think any of it is just “eh”, UPGRADE IT.  

http://www.PlanitEasy.com

Let’s Do This!

At PlanitEasy our mission is to turn competitors into collaborators. That’s why we’re asking that travel agents, tour operators, DMCs and all other travel industry professionals come over to our website and create a profile so they can join our growing community.  

The goal is to create a space where industry insiders can work together, seek advice from one another, and send requests to each other so that the entire travel industry thrives.  With all the competition out there these days we wanted to build a community that turns competition into collaboration. We don’t believe that it is a zero sum game.

Here’s how we think we can help each other:

1).Collaborate with other agents/agencies so you don’t have to lose a client. If you’re an agent specializing in a specific area but one of your favorite clients asks you to create a trip for them in an area you’re not familiar with, reach out to one of our fellow agents in the community who DOES specialize in that area and work together.  Decide how to split the commissions so that it’s beneficial for both of you!

2).Easily search vetted suppliers to work with and send requests directly to them.

3) Educate each other. .As fellow users share blogs, tips, resources, recommendations and itineraries we will all learn from one another.

4). Make referrals and introductions.

5). Promote your brand to your peers.  On your profile show the places you specialize in, the awards you’ve won, the certifications you hold, and the client reviews you’ve earned.  Let your peers see how awesome you are and let future colleagues see how you could be an indispensable collaborator.
Come on over if you’re passionate about travel, the travel industry, and your fellow travelers. www.planiteasy.com Or email me personally at alex@planiteasy.com with any questions.

How To Solve the Problems of Specialization

We’ve all read the headlines in travel media publications about how “specialization” is the key to thriving in the travel ecosystem.  From the step-by-step guides to “finding your niche”, to the personal success stories from agents who have made the shift from generalists to specialists, the argument in favor of specialization is very persuasive. For travel agents to stay competitive, they have to maintain their reputations as travel experts.

Yet, maintaining the status of “expert” is becoming more and more challenging with each new consumer travel app and travel platform giving consumers access to their sophisticated algorithms and databases at their fingertips.  Thus, specialization seems like an obvious solution.  If an agent narrows his/her focus to Italy, for example, the task of becoming an expert on all things Italian becomes much more doable.

While there is no question that specialization has worked for many travel agencies, my post today will examine some of the rarely-discussed challenges to specialization and will offer some solutions.

Problems with Specialization

1). Losing repeat customers.  There are only so many trips to Italy that a person will make in a year, or throughout their travel lifetime.  If you specialize in trips to the Galapagos, or in honeymoons, that number is even smaller.

2). Getting stuck in a never-ending search for new clients

3). Missing out on the joys of building relationships with customers. As travel agents know, the longer the relationship with a client, the more personalized and specialized the experience is that they can provide their client.

4). Turning down trip requests because they are outside of your “niche”.  Let’s face it, if a client who just returned from a trip of a lifetime to Venice, Italy comes home and asks you to book them a similarly thrilling $10,000 trip to Barcelona next summer, who are you to turn that down?!

Solutions to the Challenges

1). Find a tour operator or local expert (DMC) to handle any requests from clients that are outside of your expertise. This is already being done. The issue with this solution is that you can’t offer your client your recommendations at the destination from your first-hand experience. Because this is often the primary reason people are using travel agents today, this still presents a problem.

2). Develop a network of other travel agents to partner with whose expertise extends your reach. To build your network we suggest attending conferences, fam trips, and other travel agent networking events in and around your area. At these events, make it your mission to connect with other agents that cover areas outside of your specialty.

3). Discuss ways that you can work together to create the best possible experiences for your clients.

4). Suggest that you will help them if their client wants to travel to the area(s) of your expertise and vice versa. You can then discuss how you will split the commissions so that it is fair for both parties.

Clearly, there are real benefits to specialization and real challenges.  I’d love to hear from others about some of the challenges and/or solutions with specialization.  Email me at: Alex@planiteasy.com