When someone enters a business, pretty much any business, the question of specializing is bound to come up. Do you specialize or generalize?
Travel agents ask themselves that same question. Should they generalize and sell all types of travel or should they specialize in one, or maybe two types of travel?
Greg Antonelle of MickeyTravels, LLC said that his wife, Elyssa, first went to Walt Disney World when she was two years old, and her family took her every year as she was growing up. "Growing up, she developed a true love for all the Disney Parks and everything they had to offer," he said.
Several years ago, they decided to take her passion for booking Disney vacations and turn it into a business. "Elyssa and her best friend from college, Randee, were the first two agents for MickeyTravels," said Antonelle. "They booked trips and I handled a lot of the back office type of work - marketing, web design, social media, branding, etc. - all things that have been vital to our success."
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Some travel agents who have chosen to specialize have even take it one step further.
For example, Jacob Marek recognized the need for travel experiences that are catered to introverts. An introvert is someone who internalizes their feelings rather than seeking external sources of stimulation. In other words, an introvert might prefer to read a book instead of go on a tour of a countryside with a group of people. Therefore, getting this group to travel takes a different approach.
Marek is the founder and chief explorer of IntroverTravels, a travel company that creates itineraries for introverts, who can travel with small groups or explore on their own, but not travel solo.
"I have decided to specialize in helping introverts feel comfortable in their own unique style of traveling; namely, having tranquil, nature-inspired travel experiences, with a life-changing activity or two each day," said Marek.
He said that he aims to help individuals travel "solo, but not alone, with small-group trips to some pretty mind-blowing places." "For those who don't feel comfortable traveling alone on safari or trekking through Patagonia, we provide a way of travel that allows introverts to be comfortable in re-charging their batteries, yet have a meaningful experience with other like-minded introverts," he said.
In addition, Marek credits each client with a $25 gift to lend to an entrepreneur in the Kiva organization. Kiva lends money to entrepreneurs around the globe. Once it is re-paid, the lender can re-lend the money to a new entrepreneur to start the process over again.
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Lillie West is a missionary and has brought this passion of hers to her travel business. "I am a missionary, so voluntourism naturally became a niche for my business," she said.
A missionary is a person sent on a religious mission, especially one sent to promote Christianity in a foreign country. "Voluntourism helps a missionary add rest, relaxation and rejuvenation to their journey," said West, who is a Cruises Inc. Independent Vacation Specialist in Largo, Maryland.
Volutourism is a growing segment of the travel market. It's people who spend their vacation helping others. "The traveler discovers a way to connect with the communities they are visiting," said West. "My church has more than 10,000 members, thus providing me with a ready-made market for our mission trips."
Studies show that two million travelers each year want to give back on their vacation and they spend about $2 billion a year.
Specializing in an area of travel requires some planning to make sure that the market you are interested in has enough of consumers to make your business successful.
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