Selling Special Interest Travel Flashcards
Adventure Tour
A tour designed around an adventurous activity such as rafting, hiking, and mountain climbing.
Branding
The marketing practice of creating a name, symbol, or design that identifies and differentiates a product from other products.
Closeout
Finalization of a tour, cruise, or similar group travel project after which time no further clients are accepted, any unsold air or hotel space is released, and final lists and payments are sent to suppliers.
Consortium
A collection of independently owned and managed agencies that band together to increase their buying power.
Consumer Protection Plan
A plan offered by a company or an association that protects customers’ deposits and payments from loss in the event of company closure or bankruptcy.
Cooperative (Co-op) Advertising
An agreement between two parties to share the cost of placing an advertisement and other promotional activities.
Customized FIT tours
A travel package created specifically for a preformed group or niche market.
Direct Mail
Promotional pieces sent through the mail.
Market
All existing and potential customers for a product or service.
Marketing Plan
A document that defines your market, outlines your strategies, sets your goals and establishes a framework for assessing the success of your efforts.
Mission Statement
The concise description of an organization, its purpose, and what it intends to accomplish.
Niche
A highly specialized segment of the travel market, defined by the common characteristics that a group of potential travelers shares, such as an affinity group with a unique special interest.
One on One Marketing
A marketing strategy that requires communicating with customers on a one-on-one basis and using that information, coupled with technology, to create personalized travel.
Pied Piper
Group leader who is well respected and liked in a particular industry or area of interest and who will attract fellow travelers just by having his or her name connected with an activity.
Preformed group
A pre-existing collection of travelers, such as affinity groups and travel clubs, whose members share a common interest or organizational affiliation.
public relations
A core promotion strategy that primarily involves sending news releases to newspapers, magazines, and radio stations.
SMART goals
A goal that is Specific, Measurable, Actionable, Realistic, and Time-Sensitive.
Special interest travel
Travel that focuses on a particular activity, hobby, or interest or is experienced by a group whose members share common characteristics such as demographics, affinities, or specialized interests.
Target Marketing
The group of potential clients who will be the focus of a company’s marketing efforts.
Volunteer Tourism
An increasingly important niche for travelers who want to give back to others and the worldwide community.
