One way top travel advisors stand out from the crowd is to develop a niche area of practice. Though we hear the advice to specialize,  the concept of niche marketing is often misunderstood. Niche marketing is a way of helping you focus on locating new clients, not a set of restrictions on your business offerings. Niche marketing is not necessarily about gearing your entire business to a particular type of travel but rather about segmenting your marketing efforts to focus on particular groups of people.  Many travel consultants avoid it as a concept out of fear of having to turn away business outside the chosen niche or being too closely identified with the niche. Properly executed, however, niche marketing is a terrific way of locating and marketing to a group of potential clients in a highly effective and cost-efficient manner. Read the rest of this entry »

You don’t necessarily have to love a niche to build a great business around it, says Corey Hargarther of Dream Vacations. You just need a great group leader and a unique spin that differentiates you from the competition.

That’s been Hargarther’s plan for his board gaming cruise group, and it’s working. Meeples at Sea, which began with 20 inside cabins on a four-night Carnival cruise out of Jacksonville, has grown to 60, mostly in balcony rooms, on Celebrity Apex.

“It’s not as much about finding a niche that appeals to the masses as it is finding some sort of differentiator Read the rest of this entry »

There’s a new niche in the travel industry and its name is Taylor Swift, it seems.

With her concerts selling out at exorbitant prices in the United States, some Swifties are looking to the pop star’s European tour schedule—and reaching out to travel advisors to book them a trip around their ticket dates. Better still, budget seems to be only a minor issue.

“This whole concept of parents taking their teenagers to Taylor Swift concerts is an opportunity for travel advisors,” Read the rest of this entry »