Every business wants an abundance of customers, and travel agents are no exception.
For most, the more clients the better: When some aren't traveling, the others are and business doesn't slow down at any point.
So how do you get those customers to come through the front door?
"It can be a challenge to increase your client base, especially if you're a home-based agent and don't have the benefit of a storefront with walk-in traffic," said Sarah Garrett, a Dream Vacations Franchise Owner and Vacation Specialist with Garrett Travel in Vero Beach, Florida.
"One of the things that I have found that works for me are vendor events," she said. "I joined my town's Main Street Association. They have a Downtown Friday street festival once a month where I set up a booth. Hanging from my tent is a large, three feet in diameter, globe beach ball. It's a fun display that people are drawn to, opening the door for a conversation about travel."
She asks passers-by if they would like to be added to her email list and admits she's had good results from this, including several bookings.
Carol Nunnery agrees that agents really need to get out in their community.
"Year-after-year, there should be an increase in repeat business and referrals," said Nunnery, a Dream Vacations Franchise Owner and Vacation Specialist with Nunnery Travels in Cape Girardeau, Missouri.
"Joining local organizations, such as the Chamber of Commerce and a BNI Group (Business Networking International) will help an agent expand their sales force, build relationships with like-minded business people and create opportunities to cross-promote their brand with others."
Nunnery advises agents to be consistent with follow up.
"By providing a level of service that is above and beyond anything anticipated, a business will surely flourish," she said. "When I first purchased my travel agency, I would get dressed in my Dream Vacations apparel and go out shopping for leads. Sometimes I would set up my office in Panera or Starbucks. Other days I would walk the mall. I sought out opportunities where I could start conversations, and I looked for acquaintances with whom I might be able to share information about my new venture."
"Be consistent," she said. "Don't market a special offer without marketing to a problem that can be solved. Using stories will keep your marketing interesting and personal. People can feel the emotion from the stories and may feel like they have a connection with you. The more you market, the better you will know your ideal clients and what will speak to them."
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