Selling Special Interest Travel

Question 1

Adventure Tour

Answer 1

A tour designed around an adventurous activity such as rafting, hiking, and mountain climbing.

Question 2

Affinity Group

Answer 2

A group of people who share a common hobby, interest, or activity, or who are united through regular participation in shared outings.

Question 3

Branding

Answer 3

The marketing practice of creating a name, symbol, or design that identifies and differentiates a product from other products.

Question 4

Closeout

Answer 4

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.

Question 5

Consortium

Answer 5

A collection of independently owned and managed agencies that band together to increase their buying power.

Question 6

Consumer Protection Plan

Answer 6

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.

Question 7

Cooperative (Co-Op) Advertising

Answer 7

An agreement between two parties to share the cost of placing an advertisement and other promotional activities.

Question 8

Customized FIT tours

Answer 8

A travel package created specifically for a preformed group or niche market.

Question 9

Customer Relationship Management (CRM)

Answer 9

Software that allows agents to create and maintain an extensive database that covers special interests and travel patterns.

Question 10

Database

Answer 10

A computerized, organized collection of individual customer information.

Question 11

Demographics

Answer 11

Measurable characteristics—such as age, gender, marital status, income, education, race or ethnicity, religion, household size, and employment or occupation—used to group people with similar characteristics together.

Question 12

Direct Mail

Answer 12

Promotional pieces sent through the mail.

Question 13

Market

Answer 13

All existing and potential customers for a product or service.

Question 14

Marketing Plan

Answer 14

A document that defines your market, outlines your strategies, sets your goals and establishes a framework for assessing the success of your efforts.

Question 15

Mission Statement

Answer 15

The concise description of an organization, its purpose, and what it intends to accomplish.

Question 16

Niche

Answer 16

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.

Question 17

One-on-One Marketing

Answer 17

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.

Question 18

Pied Piper

Answer 18

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.

Question 19

Preformed Group

Answer 19

A pre-existing collection of travelers, such as affinity groups and travel clubs, whose members share a common interest or organizational affiliation.

Question 20

Psychographics

Answer 20

Characteristics—such as values, attitudes, interests, behaviors, and lifestyle—used to group people with similar characteristics together.

Question 21

Public Relations

Answer 21

A core promotion strategy that primarily involves sending news releases to newspapers, magazines, and radio stations.

Question 22

Shells

Answer 22

Preprinted brochures and e-marketing materials with photos, illustrations, and graphics but no text; also called slicks.

Question 23

SMART Goal

Answer 23

A goal that is Specific, Measurable, Actionable, Realistic, and Time-Sensitive.

Question 24

Special Interest Travel

Answer 24

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.

Question 25

Target Market

Answer 25

The group of potential clients who will be the focus of a company’s marketing efforts

Question 26

Volunteer Tourism

Answer 26

An increasingly important niche for travelers who want to give back to others and the worldwide community.