How to Convert More Travel Prospects into Clients

Overwhelmed with information? Having difficulty making a purchasing decision? You’re not alone – most group travel consumers have the same concerns. If you don’t effectively communicate quickly to your prospects why they should choose you, they are gone – and fast.

In February’s Leisure Group Travel, we looked at the power your written and verbal marketing communications have to increase your tourism sales.  By following the tips outlined here, you and your team can learn to apply proven “buying triggers” that will compel more prospects to e-mail, call and become your clients.

The Three Laws of Travel Prospects©

Today’s travel consumers want to know three critical things fast about your business or tourism destination before they give you a booking:

1. That others have traveled before them;
2. That other people had a good time;
3. That you run safe operations.

Because the world is so accessible, and occasionally volatile, would-be prospects must have their basic concerns addressed before they will choose your company or destinations. Price, length of stay, and types of activities, etc. are secondary purchasing decisions after core safety and experience needs are met.

The First Key Element to Communicate:
If you were looking to book a group on a rafting vacation, and you didn’t know either of these companies, whom would you call first?
   1. Joe’s Jolly Jaunts, or
   2. Reba’s Rafting Rides – Since 1968, Over 147,000 Delighted Guests

Everyone wants to know that the company they contacted has experience and credibility, and that their safety is your top concern – before they make a purchasing decision. With this in mind, most would call Reba, because the top questions of her experience and credibility have been answered in only three seconds. Clearly the Reba’s rafting company with so many happy guests and thirty-eight years experience answers the “Three Laws of Travel Prospects” fast; many traveled before you, they had a good time and nobody died.
It doesn’t matter if you are booking or supplying college alumni rafting trips or a church birding cruise – apply this simple yet powerful “psychological trigger” and your tourism marketing will yield more profits and arrivals guaranteed.

The first step to prove your expertise is called the Credibility Statement© (CS). Here are five effective methods to communicate your credibility and sell more group travel.  Include your:
    1. Number of guests,
    2. Years of professional experience or company operations,
    3. Awards and recognition,
    4. Testimonials — clients and media,
    5. Endorsements by known associations orcelebrities.

Do not bury this important proof of credibility deep in your website, brochure or video. The sad truth is, few time-challenged group travel shoppers will make it that far. It is SUPER IMPORTANT to make your Credibility Statement very conspicuous – I recommend the upper left-hand corner of all your marketing materials. Use your video voice over, top of cover letters and even the outside of envelopes. You can’t over emphasize credibility.

In “Tourism Marketing Success” I give you seven more strategies to communicate your experience and credibility. To see and hear for yourself the latest easy technology to increase your credibility and sell more group travel on your website, check out the samples on http://www.AdventureBizSuccess.com/tourism
marketingbook.php.

By Tim Warren. 
Tim is the author of “Tourism Marketing Success” a new step-by-step guide that breaks down marketing communications into simple pieces guaranteed to supercharge all your promotions.

Published in cooperation with Leisure Group Travel (www.leisuregrouptravel.com) a leader within the industry, delivering pertinent, timely content on the global group travel industry.  Leisure Group Travel’s team understands intricately what planners deal with on a day-to-day basis and trends that are shaping the group travel marketplace.