Selling Special Interest Travel Flashcards
Adventure Tour
A tour designed around an adventurous activity such as rafting, hiking, and mountain climbing.
Affinity Group
A group of people who share a common hobby, interest, or activity, or who are united through regular participation in shared outings.
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.
Customer Relationship Management (CRM)
Software that allows agents to create and maintain an extensive database that covers special interests and travel patterns.
Database
A computerized, organized collection of individual customer information.
Demographics
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.
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.
Psychographics
Characteristics—such as values, attitudes, interests, behaviors, and lifestyle—used to group people with similar characteristics together.
Public Relations
A core promotion strategy that primarily involves sending news releases to newspapers, magazines, and radio stations.
Shells
Preprinted brochures and e-marketing materials with photos, illustrations, and graphics but no text; also called slicks.
SMART Goal
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 Market
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.
