Question

Topic: Advertising/PR

Marketing To Affluent Travelers And Corporations

Posted by chrisevehen on 8/6/2016 at 5:59 AM ET 250 Points
I recently started a travel concierge business for Experiential Luxury Travelers (the focus on authentic cultural travel experiences w/o sacrificing the comfort of 5 star hotels and flying first class), Expatriates, and Corporations.

For the travelers, I create experiences based on their interests and personality for their itineraries and handle all booking (ex: organizing a day of thrifting in Barcelona with a designer from a luxury fashion label). For the expats, I take care of visas/permits, secure apartments and set up utilities, source domestic staff. For companies, I organize business trips and handle employees relocating abroad with the same services offered to expats.

My target audience does not entirely overlap.

Experiential luxury travelers: affluent, but also likely to be millennials

Expatriates: freelancers/digital nomads, English teachers, maybe EU citizens who typically work in other EU countries

Corporations: large international companies that frequently send employees abroad for travel or relocation; volume too large for assistants/HR to manage themselves

How do I market to these groups? It is a luxury travel business so I'm targeting the affluent, but the expatriate services are numerous and can be afforded by those who aren't so affluent.

I'm wary of using social media to get the word out as based on my research, luxury travelers book based on word of mouth and not number of instagram likes. Companies aren't likely to see my Instagram feed either.

What specific tactics/strategies can I use to let these people know I'm in business?

Thanks all. Marketing is probably my weakest skill in business and I'm considering finding a partner who can help in that area.
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RESPONSES

  • Posted by Jay Hamilton-Roth on 8/6/2016 at 8:46 AM Accepted
    Given the wide difference in your target markets, why not have 2 companies - each with their own marketing plan/message? These 2 can be divisions of a single parent company,
  • Posted by mgoodman on 8/6/2016 at 1:08 PM Accepted
    Your different target audiences each have different needs. If you try to serve all of them with the same company name and a one-size-fits-all positioning, you will (a) be sub-optimal for all of them, and (b) confuse people to the point where they ignore you.

    You need to pick a target audience, understand exactly what they need, and then develop a single-minded benefit-oriented positioning for that audience (only). When you've captured 100% of that market, you can consider other markets with a separate positioning/name/company -- focused on the specific needs/benefits of/for that target audience.

    If a client shows up from a different segment than the one you have chosen to serve, it's OK to take them on, of course. Just be sure you want that business, as it could distract you from the real mission in the short term.
  • Posted by chrisevehen on 8/6/2016 at 8:43 PM Author
    Hi Jay,

    I thought about that doing that before I built the website. However there are several concierge businesses who, in general, do what I do (cater to travelers, companies, and offer relocation services), so I thought if they can market to a few different groups under the same umbrella ("travel") then I should be able to as well. I also felt like creating 2 different businesses might feel overwhelming?

    Hi mrgoodman,

    That all makes sense and I was really inclined to do just that when I had the idea to start the business (serve 1 very specific audience). Although I felt since I was working under 1 umbrella (travel) that it'd be ok. Even still if I have to I'll do it and just build the business around Expatriate services only, but I still don't know how to market to those people and that's really the problem
  • Posted by mgoodman on 8/6/2016 at 9:34 PM Moderator
    Start by interviewing 6-8 expats and 3-4 HR people who work with expats. Ask them about their experiences, frustrations, wish lists, values, attitudes, helpful tips, current practices, helpful resources, etc. Listen carefully to what they say and take detailed notes.

    When you have at least 10-12 good interviews under your belt, step back and review your notes. The marketing plan will emerge. Guaranteed. Just be sure not to lead the "witnesses" or "sell" them on any particular point of view. The interview should be strictly for YOUR edification ... to learn how THEY think. (Perception is reality.)
  • Posted by chrisevehen on 8/6/2016 at 10:20 PM Author
    Thanks so much! That gives me a lot of insight
  • Posted by jason.jasonstu on 8/8/2016 at 10:10 AM Member
    This thread is great. Really helpful!
  • Posted on 8/8/2016 at 12:58 PM Accepted
    I don't think you need separate companies, but you do need separate marketing strategies/campaigns to reach your different audiences.

    It's a myth that affluent customers don't use social media. They may not make their final decision based on your feed, but it would be one way to raise brand awareness. You might want to focus on the travel related social sites like TripAdvisor, though.

    Word of mouth is also a great way to market, so you should consider LinkedIn as a way to network with the kind of people who can refer business to you.

    Of course mgoodman is right, talking to your potential customers and learning their needs is the best way to find out how you can fill those needs. BTW, you can also buy market research about the travel habits of the affluent.
  • Posted by mgoodman on 8/8/2016 at 1:06 PM Moderator
    @jason.jasonstu

    It's good to know you find this thread really helpful, but your comments would be more helpful to us if you were more specific. What makes the thread helpful for you? WHY do you think it's "great?"
  • Posted by Shelley Ryan on 10/28/2016 at 4:59 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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