Ten Tips to Promote Your Professionalism
by Carla Smith, CTA /Following is a guest column from the director of marketing communications for The Travel Institute
The Travel Institute has just wrapped up its second annual Promote Your Professionalism program, a month-long campaign packed with solid solutions for travel agents—especially those who’ve earned an industry certification of specialist designation—to showcase their travel expertise.
In addition to what was shared in webinars and weekly communications last month, here are ten more tips from The Travel Institute to help you promote your professional achievements with key audiences.
1. Send a press release to your local newspaper when you first complete a certification, such as The Travel Institute’s CTC course or CLIA’s ACC program. It should describe, not only the rigorous curriculum, but demonstrate how your clients will benefit from your enhanced skills.
The Travel Institute provides a customizable press release—for promotional purposes—upon completion of its CTA, CTC, and CTIE programs.
2. Don’t forget to share your certification or specialization with your clients. Whether it’s in a stand-alone email or part of a newsletter or other communication, let your customers know about your accomplishment and what’s in it for them. Make sure you add your credentials to your signature line and business card.
3. Offer to write a regular column for your newspaper or serve as a travel expert for your local television and radio stations. By explaining to the media that your approach is more tips-, consumer-focused and not self-promoting, the likelihood of them being interested is far greater.
4. Contact your local civic organization, such as the Rotary or Kiwanis club, about speaking at an upcoming meeting. Many of these clubs meet weekly and are in need of interesting speakers. Make sure your topic is timely and has audience appeal filled with helpful advice.
A presentation on “Orlando’s 10 vacation surprises” is much better than “My Orlando Vacation.” Although you are indirectly selling your services, this should not be a sales presentation.
5. Submit a letter to the editor to your local newspaper on a timely travel topic, such as traveling to an emerging destination or industry issue. The piece should demonstrate your experience and first-hand knowledge of the topic. If your letter is published, you’re reaching a large and impressionable audience in your local community.
6. If hosting a group, make sure to take some high-resolution photos of your clients with a backdrop that’s dramatic or indicates your destination, such as the pyramids in Egypt or the “High Roller” Ferris wheel in Las Vegas. Send it to the media in your community identifying the local participants and summarizing the trip highlights. Don’t forget to include your role as host.
7. Similar to #6, don’t forget to take photos of your recent fam trip—especially if it’s an emerging destination like Cuba—and share with your local media. Include the highlights and some lesser-known facts about the destination that would benefit travelers.
Stick the front page of your local newspaper in your luggage and snap a photo of yourself holding it up in front of an icon like the Sydney Opera House or signage such as The Grand Canyon. Some newspapers, including smaller weeklies, may run it.
8. Don’t overlook newsletters from your local country club, religious organization, library, or even your financial planner – as potential sources to share your expertise. Often they’re looking for “lifestyle” articles to boost their readership.
If you’ve just completed a destination specialist course such as The Travel Institute’s new DS Italy (Northern/Central and Southern/Islands), why not contact them about a story and photos?
9. Promoting your expertise shouldn’t be limited to the consumer press and your clients. Travel trade news outlets like Travel Market Report are effective avenues for showcasing your experience among key audiences such as supplier and consortia executives.
Once you’ve completed a specialization or certification, email the publications, informing them of your new credentials and offering to serve as an interview source for related stories. Subscribers to The Travel Institute’s Hot Tip Tuesday received a helpful travel trade directory as part of its Promote Your Professionalism month in July. To sign up for the free newsletter, go here.
10. Social media platforms like Facebook, Twitter, Instagram, and LinkedIn are perfect for telling the virtual world about your latest accomplishments. And don’t forget your photo or one of you posing in front of a must-see attraction—to show off your credentials.
If you maintain separate personal and business pages on platforms like Facebook with different followers on each page, post your accomplishments on both. Sometimes posting on your personal page will help bring new business your way from friends and family.
Carla Smith, CTA, is manager of marketing communications for The Travel Institute. She has been with The Travel Institute since 1997 and has held several positions supporting marketing and public relations. Established in 1964, the non-profit Institute provides innovative education programs, professional certifications and customized learning solutions. Visit www.thetravelinstitute.com or call (800) 542-4282.