How To Build Demand When There Is None

 

In the professional world, it is a common experience to have an overwhelming workload and feel rushed. However, one aspect that is often overlooked is the stress that comes with having no business or client demands; while the chaos of constant emails and phone calls can be overwhelming, the worry of securing commissions and income is just as significant. 

If you find yourself or your business in a slow period, we’re here to provide some insight and inspiration to overcome the slump, generate demand and bring in new clients once more.

Step One: Diagnose the issue 

In order to effectively address any issues, it is important to have a clear understanding of the problem at hand. It is essential to determine whether your business specialises in a specific travel niche, and to evaluate which channels are being utilised - and if they’re effective - for promoting this niche in the industry.

Effective travel marketing is one of the most necessary aspects of any business in an industry as fast moving as travel, and considering how impactful your travel marketing strategy is when it comes to resolving pain points or accommodating to travel niches is one of the best ways to hone in on a select group of travellers.

If you are focused on a niche…

This can be a great advantage compared to your direct competitors, as it helps your business to stand out amongst a saturated industry. 

In the event that your niche becomes less popular, it is crucial to diversify your offerings. While not drastically, diversifying just enough can ensure a steady flow of income during slower periods. 

For example, if your business specialises in offering skiing packages, you could potentially attract a similar audience during the ‘off season’ by providing experiences which align with skiing, such as hiking or mountain-biking. This is of course, a more pertinent example to travel sellers who have a portfolio of ancillary products to offer; however the same strategy can be applied to all travel distributors, simply ask yourself these questions:

During the more traditionally ‘quiet’ months, how can you appeal to a like minded audience? 
Are there other traveller types who might be convinced to purchase the packages, experiences or travel you’re offering, even if it may not be their first choice? What type of travellers are they? 

Let’s stay with our earlier skiing package example, and expand on this. What other travellers might be interested in the destinations or experiences you’re offering, even if they’re not the type to want to take to the slopes? For instance, travellers focused on rejuvenating trips - one of the most notable current trends - might be encouraged to embark on a trip to popular ski destination Innsbruck to soak in the sauna after a relaxing day spent in the destinations’ quaint stores and snowy landscapes. This is a useful way of finding new, but related, traveller audiences to capitalise on.

If your social media strategy is found wanting…

It may not be wise to sit back and wait for things to happen. In order to gain a wider audience and increase your business's visibility, it is crucial to take advantage of social media platforms. Although it can be time-consuming, utilising social media is a cost-effective and highly efficient means of transforming your business from an unknown entity to a must-know brand. Having an Instagram page is highly advantageous for any travel company, as it provides inspiration and greatly influences booking habits. Additionally, Facebook is a crucial platform for targeting potential customers through cost-effective advertisements.

Top tip: social media is king when it comes to customer queries, and has significant impact when you’re looking to increase a level of trust! 

With just a touch of forward-thinking, a multitude of issues can be resolved. For instance, staying in contact with past clients through automated emails can help maintain a prominent presence in their minds. During a slow period at work, it is wise to critically evaluate your business and consider the benefits from a client's perspective.

A vast portfolio is also one of the best ways to ensure that your clients find what they're looking for in the first instance, giving you maximum appeal and putting you at the forefront of their minds when they think of what travel distributors they can rely on to provide their perfect trip.

What’s more, our portfolio at Hotelbeds is more than equipped to accommodate any traveller type you believe is beneficial for you and your business, with over 300,000 hotels in 195 destinations worldwide. 

This means that no matter which type of traveller you want to appeal to in order to supplement your bookings during the quieter months, we’re in the perfect position to inspire and excite clients with their perfect hotel.

 

Step Two: Follow the data

At Hotelbeds, we understand the importance of staying on top of current trends in the travel industry. That's why we created The Compass Pro - a vaulable data insights tool that gives travel sellers a comprehensive view of the live travel landscape. 

With this valuable resource, travel providers can easily spot lucrative opportunities and know exactly what you should be booking. Instead of spending your time searching for in-demand destinations and experiences, The Compass Pro delivers the data directly to you, so that you can work in an even more effective way.

All that's left for you to do is sell, but how?

Step Three: Put your best face forward

To generate more business, it is important to be direct and assertive. After all, as the saying goes: if you don’t ask, you don’t get.

One effective strategy is to reach out to past clients. By reestablishing a connection with a previous customer, you have the opportunity to tap into potential that doesn't exist with new clients. If your past client was satisfied with your service, you can be confident that they will trust you to book their next exciting experience.

If your business has direct contact with past customers on an individual basis, you could consider the benefits of sending a friendly email to them, simply to touch base. If your business has a specific email marketing segment set up to reach out to customers who haven’t booked in a while, a simple but effective way of ensuring you’re not turning off a potential lead with a ‘blanket’ email is to review your segmentation to ensure they're as relevant as possible, and curate a message or offer that will appeal specifically to this audience type. 

By keeping communication personal but non-intrusive, you can strengthen your relationship with this valuable audience group, and ensure they know who to turn to when they’re ready to travel again. 

Top tip: if your client is unsure but presents a strong potential to become a warm lead, consider offering an incentive to encourage them to take action!

While engaging with your previous clients, it may be beneficial to inquire about their willingness to provide feedback for potential clients. If a past client happens to express a positive comment during your conversation, you could politely inquire about the possibility of sharing their words on your website or social media platforms. Positive testimonials from previous clients can significantly enhance your ability to attract new business, making this a valuable suggestion to consider implementing.

Three Quick-Fire Ways To Boost Awareness

Run a competition

This is an effective strategy to boost engagement from your social media followers. Whether it involves offering gift cards or the opportunity for an exciting getaway, this method is guaranteed to generate interest. Encourage participants to tag their friends, share your content, or even mention you in their own travel photos for a chance to win!

Broadcast your expertise

Utilising platforms like TripAdvisor and Quora is an effective way to establish your expertise and promote your business. By leaving reviews or sharing valuable tips using your business name or social media handle, you can gain exposure and engage with potential customers. This is an excellent opportunity to showcase your knowledge and contribute to the community while also building your brand presence.

Follow the trends on social media

While being a trendsetter is admirable, leveraging existing hype can lead to quicker results and can significantly increase engagement. If you have an active social presence, stay alert for popular hashtags, TikTok challenges, and similar trends. With millions of users flocking to online platforms daily, your content is bound to catch the attention of at least a few of them.

Step Four: Appeal to the masses

We spoke about niches earlier, but another strategy to build demand is to become a source of information for the industry itself.

Regardless of a companies’ size, stature in the industry or history, one of the most beneficial strategies to improve not only online presence, but reputation, is by providing essential information, thought leadership, and market-specific insights. Ahead of writing these articles, it’s advisable to research your topic thoroughly to gain an understanding of competition for online space - using tools like Google's Keyword Planner or answerthepublic to understand popular search queries is key. 

Additionally, including a link to your blog posts in your email signature can help drive traffic to your website. By implementing these strategies, you can increase the number of clicks and visitors to your site.

Step Five: Customise, customise, customise!

This final step is one that we strongly believe in, and the current statistics for customer service preferences indicate that customisation is the optimal approach. It is an effective method to generate customer engagement and establish a strong connection with potential buyers. 

In fact, 71% of consumers expect personalised interactions, regardless of the service or product they are purchasing.

When it comes to providing a personalised experience for your clients, personalised marketing materials are the most impactful solution any organisation can think of. 

This is also something we facilitate, with our Star Brochure. From the outset, offering your clients a bespoke travel brochure can offer enticing information about your customers' desired destination, suggest attractive hotel options, and assist in decision-making for their next adventure. With our digital Star Brochure, travel sellers can add inspiring articles, select which accommodation to showcase to your clients, and then instantly book these using integrated booking features. 

The Star Brochure offers a wide range of customisation options to cater to your clients' specific needs, from personalised welcome messages and premium articles about their destinations to incorporating your own branding and sharing features, our brochure can be tailored to enhance every traveller's experience. 

Plus, the Star Brochure has direct links to our Booking Engine, which offers over 300,000 hotels in trending destinations worldwide, and offering your clients a wide choice of accommodation to suit their preferences in an engaging way is one of the most impactful ways to attract a booking and foster long-term client loyalty.