Separating yourself from the field in today’s competitive market is a challenge for sure, but there are many ways to succeed at standing out. I recently asked several travel advisors about how they go about setting themselves apart from the crowd and the following are some of the biggest takeaways from their insightful—and varied—responses.
Take Advantage of Tech
Technology is always evolving and from my conversations, it’s playing an even more significant part in the travel advisor role than ever before. Innovation is amazing, but it must be combined with classic customer service skills to truly thrive.
In regards to the confluence of tech and terrific customer care, Emily Brillanti, President of Vita Brillanti (an affiliate of Smartflyer, a Virtuoso Agency) said “At Vita Brillanti Travel, we have over a decade of experience in the travel and tech sectors. The travel industry is being impacted by a post-influencer world where anyone who has built an audience is trying to find ways to monetize outside of advertising. Loving travel alone doesn't make for a successful travel advisor."
"This is a complex industry that values real relationships and travel knowledge beyond what anyone can find on the internet. Our knowledge from direct experience on the ground, the advantage and the care we provide to our travelers, coupled with our well-connected network is what allows Vita Brillanti to create incredible experiences for our clients."
"With our newest service, Inara, we’re using tech to empower travelers with better travel guidance when they plan on their own, as well as access to luxury perks and VIP amenities. Inara is a travel planning platform that puts our insider knowledge and expert guidance at our travelers’ fingertips. We believe every traveler should have the benefit of expert industry insider advice and access to incredible experiences without needing to sift through the noise of reviews and paid promotions.”
First Hand Knowledge Is King
In my conversations, it quickly became clear that no matter how much technology shakes up the industry, a vast personal knowledge of people & places is always going to help you stand out.
Sally Jane and Paul Smith of Travelsmiths Luxury Travel Agency told me that they "have been in the travel industry for 37 years, over the course of that time we have found some of the things that really helps us stand out are customer service and support while our clients are traveling. What is also important is having trusted relationships with our vetted partners."
"We travel a lot. While we are away we are always visiting other Hotels and resorts so we have first hand knowledge of different locations and properties, also getting to know the general manager and Sales staff.”
Travel agent working at the computer. (photo via iStock / Getty Images Plus / Viktoriia Hnatiuk) (Photo Credit: iStock / Getty Images Plus / Viktoriia Hnatiu)
Sell What You Love
Another great way to stand out in a crowded field is to make sure that your interests and enthusiasm are always at the heart of what you do. Clients will be able to tell when you’re passionate about something and they’ll want to come along for the journey.
Becky Lukovic, Travel Advisor and Owner of Bella Travel Planning explained “For me, being competitive is rolled into my passions—that’s where the magic happens. Something changes in your face and body language when people hear you speak about something you love. People are drawn to that. Find those areas you love and compete in that arena and you’ll definitely stand out."
"Be a part of the community in the areas you compete in. If you want to sell food and wine travel, get plugged into the culinary scene. Start a budding wine collection. Be able to talk the talk and walk the walk. It’s the best way to compete because you shine when you love what you do.”
You Need to Be You
On a related note, it’s always a good idea to stay as true to yourself as you can, a move that can pay off with clients.
Brianna Glenn, Owner/Travel Designer, Milk + Honey Travels explained: “I've always believed that we as travel advisors should play up our strengths and uniqueness so they shine through in our personal brand. People want to do business with people. I don’t think the general public actually cares that much about associations, accreditations, consortia etc, as much as we might think they do."
"On one side you are developing a deep understanding of who you want to serve, and on the other you know your core strengths, uniqueness and gifts. The place where those overlap become your sweet spot -- your greatest gifts meet your customers' deepest needs.”
Taking the road less traveled. (Photo via iStock / Getty Images E+ / D-Keine)
Do Things Differently
When looking for a way to separate yourself from the pack, it’s always a good idea to look at the competition and simply do the opposite. Your uniqueness will help you stand out.
Tyson Wharton, Owner of Sioux Empire Travel explained “Standing out and doing things differently in travel is how I designed my business model when I first started my company, Sioux Empire Travel."
"I wanted to start a travel company that represented my local community (the Sioux Empire) and provided the travel services that were lacking in my city. The first thing I wanted to do with my business was to do everything differently than my local competition.”
Wharton elaborated: “My competition also ONLY went to bridal shows for booths. So I did every booth opportunity that put me in front of my community to talk face to face, as long as it was affordable and I saw a ROI from it. I set up booths at Cultural Festivals, Comic Cons, Beer Tasting shows, local sports events, Pride Festivals, Summer Festivals, etc. The more I was in front of people talking, the more exposure I got in the community.”
Glenn added “The best thing you can do in establishing a personal brand that stands out from the crowd is capitalizing on your assets and uniqueness. These unique assets? These become your competitive advantage. They don’t need to be directly related to your skill sets associated with planning travel. These are things that make you unique and different and can compliment your brand if you are creative in how you approach it."
Get Involved
It’s clear that you can stand out from the competition by leaning in to your local community, too.
Wharton illustrated this when he said “I also make it a big part of our business model to be involved with our local community and to give back. We volunteer, donate our services to non-profits like Make-A-Wish and serve on non-profit boards. We reach out to community partners to see how we can help and try to get involved in any way we can. Sioux Empire Travel has the mindset of "Givers Gain" and serving instead of selling. That is completely different from our competition and online providers."
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