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4 Benefits of choosing a niche to serve in the travel industry

Updated: May 24

Settling on a specific travel niche is a great way to connect more intimately with your target audience and client base.

Today’s travelers are interested in unique experiences that are personally meaningful to them, as opposed to more traditional, one-size-fits-all trips.

When you tap into a particular niche or set of travel niches that you would like to serve, you can better focus your marketing strategy and spending. This can help increase your conversions and lead to a higher ROI.

Read on to discover our top four benefits for choosing a niche to serve in the travel industry.

1. People Have Unique Motivations for Traveling

21st Century travelers are as varied as the destinations they seek to explore. Millennial travelers, for example, particularly value sustainable and community-oriented travel that provides an authentic, personal experience. Perhaps surprising to some, older travelers and retirees are trending more towards adventure travel and bucket-list destinations. There are also travelers whose primary interest may be a pastime like music or sports, leading them to seek out experiences built around their hobbies.

4 Benefits of choosing a niche to serve in the travel industry

2. Targeted Marketing Results in a Better Conversion Rate

It just makes sense–when you’re able to focus your marketing resources toward a specifically-targeted niche audience, you’ll achieve more conversions. When you better define your niche, you can better tailor your marketing strategy. A more specific marketing strategy can help reach the travelers who are looking for you rather than wasting energy and money on the travel community at large.

3. You’ll See a Better Return on Investment

Continuing from the previous point, choosing a travel niche to serve can also lead to a better return on your investment. By laser-focusing your marketing spending toward a specific group, you’ll save money that otherwise would’ve been wasted on niches outside of your purview. Strategizing around a particular niche allows you to put your dollars exactly where they need to go, resulting in more bang for your buck!

4. You’ll Get More Valuable Referrals

Positive travel testimonials are a travel agent’s version of gold. Great reviews are the gift that keeps on giving, and this is even more evident when your clients provide referrals to other travelers in their specific niche. From message boards to Facebook groups to group messages, scoring high-quality referrals to others in your target niche will bring you new clients and keep your current clients coming back for more.

When you target a niche to serve in the travel industry, you’re better able to attract those looking for a specific type of travel experience.

Focusing on a target group instead of promoting your services for the travel community in general can help you achieve better success as a travel agent–particularly when it comes to conversions and return on investment.

You’ll also be able to provide more fulfilling travel experiences for your niche, which will, in turn, lead to higher quality testimonials and referrals.

If you’re struggling to narrow down the travel niche you believe you can best serve, browse the following list for ideas

· Romance

· Honeymoon

· Destination Weddings

· Family Heritage

· Group Travel

· Millennial Travel

· Family Travel

· Luxury Family Travel

· Culinary

· Adventure

· Wellness

· Medical Tourism

· Water (River or Ocean Cruising)

· Gardening

· Photography

· Music

· Dance

· History

Be sure to post any questions you might have below and we'll get right back to you! And if you like this article give us some love by clicking on the .

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Sandra McLemore is a digital marketing & business growth expert who got her start in the travel business over 20 years ago as a retail travel agent for STA Travel in a busy campus store front. She then worked her way into VP level in marketing, media and PR roles for the world's biggest cruise lines and travel brands.


Sandra is now the owner of TRAVEL MARKETING & MEDIA (formerly Village Girl Marketing), a marketing agency for travel brands specializing in content creation, design and media.




Each service and program helps travel agents to get a consistent flow of new clients through smart marketing strategies.


Over 12,000 travel agents have taken Sandra's online training, and signed up for her digital marketing solutions.

Sandra lives in Los Angeles and hosts a number of travel programs on cruise line and airline TV and can be seen on network news programs as a leading travel industry expert.  Heading off to the best travel trade conferences? You'll most likely catch her on stage there too!

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