Using Creativity to Fuel Your Business

Welcome to another edition of the Travel Hi Five! I’ve had some recent experiences that involve two of my passions, travel and the arts. I’ve been doing some form of live theater in my community for the past 28 years — either onstage as an actor or backstage as a lighting designer — and over the last four months I have been involved in two shows while also being at some live travel industry events and continuing to support the travel advisor community with coaching and consulting work in my role at Nexion Travel Group. What does this have to do with your travel business you might ask? These last four months had me thinking a lot about your business as art or what I like to think of as the “Art of Business”. Just like a theatrical artist, sculptor or painter, you have this amazing opportunity to put your creativity to work on this masterpiece you call your travel business. No matter if you work in an agency or own the agency, there is a level of creativity you can bring to your work in a collaborative way. Here are five ideas to get you thinking about how you can make your travel business masterpiece one of a kind. 

Create some sort of personal touch for your clients

My favorite way to think about this is to come up with that thing you do for ALL your clients no matter what. It becomes your “signature” and something you will become known for over time amongst your clients. For some advisors that may be the fruit basket and note awaiting their client on arrival. I do recommend you personalize the gift on arrival to their tastes. Yes, there is always the standard logo luggage tags but again what can you do to make that gift standout? Something that they will use trip after trip and be very visible to others. One advisor I know provides a portable phone charger to all of her first-time clients. The charger was specifically curated to be a quality product with her logo on it and every time her clients use it on vacation they think of her.

Some of the best art is created through collaboration

Be sure to include your supplier partners in the process of creating great art or music for your clients.  Talk about your creative ideas with the Business Development Manager (BDM) of each supplier you work with. You never know what they may bring to the table when bouncing these creative ideas off of each other. My number one idea for that “signature” thing you do for your clients may look slightly different based on the supplier you’re using for that client. I must remind my readers that this is where having a niche or specialty will help you because you’re focused on doing this with three to five of your top suppliers that serve your clients best. This can go a long way to fostering relationships with your BDM.    

There is an art to the post-trip follow up

I hope that all who are reading this already have some sort of post-trip call in their plan. These calls are to see how a client’s trip went and if they have any feedback on the products they experienced or your services. This call should be standard, but what makes it a piece of art? Here is just one idea that you can use your creativity to expand on or do something unique to you. How cool would it be to take one of their best photos while on vacation that they posted on social media (don’t pretend you’re not checking in on them) and frame it and give it to them as a “thank you” for using your services? What about a gift card to their favorite restaurant on their return because who wants to cook that first day back, right?  The key to these ideas, or any you come up with, is that you have to schedule this into your process flow so you don’t forget. 

Keep their customer loyalty in mind when deciding on the extras

Factor this into deciding your “signature” thing because depending on what the cost is to you it may not be appropriate for your first-time customer. In terms of loyalty, any first time booking with a client makes them a “shopper”. They are trying you out and kicking the tires as it were. If they book again with you then they are a true “customer” as it pertains to loyalty. You want to save some of your best gifts or client retention tools for the best of the best amongst your loyal clients. This is where you might think of a tier system. Tier 1 might be that thing you do for everyone no matter what while Tier 2 and beyond is for return and repeat clients or for those who send amazing referrals your way. Make the gifts personal to them and in-line with the commissions earned as you must factor in that cost and consider your return on investment. One $100 gift card for three referrals from one loyal customer that netted $1,000 in commission to you is a no brainer in my mind.

Never underestimate the power of the handwritten note

This will stand out in today’s world because how many times do we get these? It means more because you know that someone had to take the time to get the card, write out their thoughts and then take the steps to send it by mail. When you want to make it stand out even more think about doing it for other things rather than JUST birthdays or anniversaries. Do those of course, but how amazing would it be to get a card from a travel advisor about a personal accomplishment in their lives that has NOTHING to do with travel. For those that want an efficient online way to do this Google online cards and you will be amazed by the technology available to help you do this. Even Hallmark is in on the game. There will be a cost of course. My recommendation is to look for one that allows you to make it handwritten through the magic of matching your handwriting to the printing process. 

One last thought on this topic— these strategies are all about “surprise and delight” and not providing just what is expected. Knowing your clients wishes and desires and having that relationship with them is the key to thrilling your audience. My hope is that this has made you think about yourself as an artist for your own clients, an artist who not only curates their travel experiences, but is also creating a valuable masterpiece that is your travel business.  

Have a topic you think should be considered for future editions of Travel Hi Five? Get in touch with me at mmussey@travelleaders.com. Until next time – here is to your success!