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Topic: Strategy

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Institutional Sales Strategies For Travel Firm

Posted by simronkaur on 125 Points
I've been hired as a Business Development Manager in a Travel Agency and my primary focus is driving institutional sales from educational institutions. I need help with right approach, strategies and methodology to be adopted for sales conversions specifically for group travels and educational tours.

  • Posted by Jay Hamilton-Roth on Accepted
    What's unique about your travel agency?
    Who specifically is likely to be your customer? Why? Where are they located? Where are they going?
    Why would they change to doing business with your agency from their current favorite agency?
  • Posted by chiron34 on Accepted
    Is your travel agency affiliated with a franchise chain? If so, are there restrictions on the promotions you may be permitted to implement? Will you be dealing exclusively with educational institutions themselves or will there be opportunities with possible other side customers such as School Parents & Citizens Associations, Scouts or Church Groups.
  • Posted by simronkaur on Author
    No, we are not affiliated to any franchise chain and our free to go ahead with any kind of promotions. We as a travel agency specialise in FIT business but are now in the process of shifting focus towards small travel groups of 10-25 pax for better year-round sustenance. We would initially start with the institutions and would want to expand our scope to the parents & citizen associations as well. Kindly suggest strategies for the same.
  • Posted by KSA on Accepted
    The problem is that strategies can't be suggested for such a complex issue. I could suggest an approach for developing a strategy.

    As Jay mentioned, you need to answer questions such as:

    --What's unique about your travel agency?
    --Who specifically is likely to be your customer? Why? Where are they located? Where are they going?
    --Why would they change to doing business with your agency from their current favorite agency?

    You need to know:

    --who arranges group travel at an institution? Does each department do their own arrangements? Is there a central department that arranges all travel?
    --where do the travel groups usually go? How much do the existing trips cost?

    Once you know who your institutional customer is, how they make decisions, what price point they seem to be attracted to, what benefits you can offer over the companies they deal with now, etc. etc.

    Then, you can come up with a strategy to reach those people.
  • Posted by Shelley Ryan on 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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