By Joanie Ogg, CTC, MCC
President, NACTA

Niche, niche, niche... You hear it all the time don’t you? There are great presentations done by industry experts on the topic. You can find books and we consistently hear how important it is for you to have a niche or specialty as one of your key business tactics for your travel business. Perhaps you have two or three in your travel business bag. A well-thought-out and well-focused niche can be a tremendous opportunity to grow your business.
Some agents have shared with me that they have their niche all picked out, but feel they are in the back of the line as so many others are already focusing on the same thing. Let’s take honeymoon travel as an example. No question that it has been done and is being done very effectively likely by thousands of travel professionals, both large and small agencies. What if this is something you really want to focus on but you are simply scared of the competition? Perhaps you feel you cannot stand out in the crowd by offering something unique and different in this market. I am a firm believer that if you really want to do something, you can. Sure, it may take more knowledge than you currently have and dedication and hard work, so let’s dig in.
How many of you have watched “CSI Miami”? I admit I find the show very entertaining and even have it on my iPod to watch on airplanes. I use this as an example of what you need to do to dig deep into your niche. Like a criminal investigation unit, you must look for the secret clues that lie somewhere in that niche. How can you uncover the true needs of the niche traveler and find what will really satisfy their travel appetite? Here are some spy techniques and other ideas for getting to the root of the niche travelers’ needs.

Investigate
Back to “CSI Miami” and the discovery process. Faced with a crime, their job is to uncover all of the clues and scientifically work with those pieces of evidence to solve the unknown. All you need to do is find those people who are looking for information on your niche and uncover what makes them tick. You should really do this incognito, though. Don’t show your travel agent badge as you are in this discovery process.
Go online and visit any search engine to begin your investigation. Web site forums exist out there on about any topic you can imagine — and some we would rather not imagine. Find those forums, chat groups and blogs where folks are discussing issues that relate to this specialty. They will be in there talking about what is important to them and you need to simply read and listen with your eyes or ears in the case of a blog. As you become more familiar with the needs of this niche, you will find ideas and answers to improve your marketing plan for this specialty.
NACTA’s Agent Digest is one invaluable benefit for our members where they help one another with ideas and suggestions for their market niches. While one might think agents would not be willing to share their tips and secrets, this is not the case. It is heart-warming to see experts sharing their expertise proudly and willingly with others who show interest in their niche. I have had the pleasure of moderating several panels in the past where agents with specialties get on stage and share their ideas with the agents in attendance. It is truly a beautiful thing.

Surveys Work
Think about putting together a brief survey asking very open questions such as this:
“If you could name just one thing that you feel would make your honeymoon more enjoyable, what would it be?” Admittedly, I am having fun with you here, but think about it. If you word a question appropriately, you might be surprised at the relevant answers you might get to better hone in on your niche. If you were to ask that same question to someone taking a spa vacation you might find that their answers really help you to know what folks are looking for in the ultimate spa vacation experience. If enough people say the same thing, you are on to something.
Remember how important it is to engage your current customers on the success and growth of your business. They are not only your best source for new business by their referrals to your agency, but they also feel empowered when they have a say and their opinions matter. Being a good listener is key to being a successful dream maker — and that is what you do!
You do not have to reinvent a niche. You simply need to make it special. Find those things that will make you stand out and put them in your plan. Satisfy those “hot buttons” of your niche market and turn your niche into a fun and profitable piece of your travel business.