To Niche or Not to Niche: Travel Advisors Share Their Experiences

The travel industry has increasingly adopted the hyper-specialization marketing approach that drives global consumerism. Whereas certain travel specialties have existed for quite some time (such as adventure travel, family travel, and ecotourism), newer unique niches continue to be born that reflect the current times (such as adoption travel, solo travel, and dark tourism). The niche strategy generally produces greater revenues and profits in less time and delivers more personal satisfaction for the advisors planning the trips. And so it follows that more travel advisors have established themselves in a travel niche.

We spoke to three impressively successful travel advisors about how they have used a travel niche to propel themselves to a distinctive position in the marketplace. Here are their stories.

Geocaching catches on

I’ll admit it, I did not know what geocaching was when I began writing this article. Just in case you are in the same boat, geocaching is an outdoor recreational activity, in which participants use a GPS receiver or mobile device and other navigational techniques to hide and seek containers (called geocaches or caches) at specific locations marked by coordinates all over the world. Once found, they sign a log, perhaps exchange an item in the cache, and then move on to finding the next nearby cache. It all began in Oregon in 2000 by a computer consultant, to get more people outside and introduce them to the world around them. Today, there are millions of geocaches hidden all around the globe and four million geocachers who place them ─ and anyone can participate in this easy and fun activity.

Denise Canavan, land and cruise specialist, and a Cruise Planners Independent Franchise Owner, had the smarts to turn the phenomenon into a lucrative and hyper-specialized travel niche.

“While I was sitting in training in 2011, the trainer encouraged us to figure out a niche we could build groups around,” explains Canavan. “My husband and I had recently been on a short cruise to the Bahamas, and instead of paying for shore excursions, we decided to do our hobby, which was geocaching. It was a nice day, but we were limited as to where we could go to find them due to transportation. While in class, I had my Eureka moment: I was going to organize travel and offer geocachers a way to get to the caches that are hidden all over the world … and see the highlights along the way. 

“I reached out to the No. 1 geocacher in the world and asked him if he would be interested in being my pied piper and spreading the word. For every person he brought to me that book, I would deduct $50 from his fare. 

“My first Geocaching Adventure was to Bermuda in April of 2013. I had 24 guests with me. I contracted for minivans to take us around the island to see the highlights as well as locate the geocaches. We also did two groups of Segway Tours to locate the caches in the wharf area. The No. 1 cacher and his wife continued to travel with me on every tour I did to a new destination. He is an obsessed cacher and his wife is not, so my tours worked out great for them. My goal is to have tours that are equally entertaining for families that might have one geocacher and the other is not. Both can enjoy the adventure. I make their travel easy by taking care of it all. The other benefit I offer is I have a lot of solo travelers and I assist them with a roommate. I let them contact each other and figure out if it is a good pairing.” 

Canavan describes one of her favorite geocaching trips: “It was South Africa Classic with GAdventures. It was a National Geographic Journey. Absolutely amazing. It was a land tour, but the beauty of geocaches is that they are hidden everywhere, so we can merge them easily into any destination. We had stopped while on safari at a nice spot in the middle of nowhere to have a coffee and scone break. I just happened to look at my GPS, and about 150 feet from where we stopped, was a cache. We were all surprised.

“The other beauty of geocaching is they are everywhere, so I pick where I want to go and invite others to join me. I have now geocached in 65 countries. My group sizes vary from 16 to 60. Sixty was the largest (NEVER AGAIN!). I host four Geocaching Adventures a year, and it is over half my business.” 

To promote her business, Canavan has advertised on the geocaching.com website, attended geocaching events, and has been interviewed on geocaching blogs. Most of her business is now from word of mouth. She also has a website, GeocachingAdventuresLLC.

Knowing what LGBTQ+ wants

For Mike Fuller, chief voyager and master cruise counselor, and a Cruise Planners Independent Franchise Owner, the key to his success has been understanding what the LGBTQ+ community wants in their travels.

About 80% of his book of business is in the luxury segment, and more than half of his clients are members of the LGBTQ+ community. “Before starting my agency, I was a global traveler due to my corporate executive job traveling millions of miles, so I was really all my friends’ and family’s travel agent before I became one!” says Fuller. “Also, I’ve been a very active member of the LGBTQ+ community during my corporate career ─ and continuing to this day ─ so focusing on this market niche has come quite normally through the network I’ve built up over the past few decades.

“I have traveled worldwide and have had many experiences traveling as a member of the LGBTQ+ community. I know the dos and don’ts based on location, cultural norms, and local laws. My clients know that I have this deep knowledge, and they trust my judgment. They also know that I have access through my charitable and political work in this space to keep up to date on all the local travel information.”

Most of Fuller’s business comes from referrals. His clients know firsthand the level of care he takes and the detail-oriented agency he runs and, he says, “They are happy to refer their friends, family, and co-workers to me for all their travel needs. In addition, I often travel with some of my clients ─ many of which are or have become great friends. This can be in small groups or larger ones, and each time, it is rare that they don’t rebook something before the trip ends.”

Among Fuller’s favorite trips, he explains: “I’ve booked several smaller groups on Virgin ─ a great cruise option for the LGBTQ+ community ─ and accompanied them not as the ‘tour leader’ but more like the ‘Chief Voyager,’ helping them navigate their plans before sailing, like dining reservations, excursions, and not-to-be-missed shows. And, of course, the best bars and spa treatments!”
Riding the current of river cruising

River cruising became a passion for Carmen Palogruto, ACC, CTC, CTA, travel advisor and franchise owner, an Independent Advisor of Cruise Planners and Signature Travel Network ─ and fueled significant growth in his travel agency business.

“When I initially decided to build niche expertise in river cruising, I dedicated time to learning about the various river cruise suppliers and their products. I focused time on taking supplier training courses, learning about the relevant destinations, earning certifications, and learning about specific destinations offered by the river cruise lines,” explains Palogruto.

“The niche offers me the platform to be an expert in a mode of travel that I have come to love. I consistently learn about and experience river cruising first-hand to be continually well-educated in this niche. I know the options, the differences between itineraries and cruise lines, as well the subtleties in pricing that help clients understand the excellent value river cruising offers. This provides leverage and creditability as I meet new and support existing clients. And people refer me to others as a river cruise expert.”

Palogruto also notes the benefit of the excellent financial return and commissions, since river cruising is a higher price-point vacation than most large ship cruising, and the commissions reflect that.

Palogruto says he is “fortunate to get a good amount of referral business from existing clients and contacts for river cruise business. I also do ‘Come Along’ trips, and advertise and promote this to attract those who may be on the fence about trying a new mode of travel, like river cruising. Additionally, I create and provide content on my YouTube channel (Travel With Carmen) that presents informative and comparative info about river cruising.”

One of his best niche trips booked for a client was “a French Seine River cruise for two couples. Their interests were essentially split between war history and gardens, with everyone liking food and culture. So, I suggested a river cruise itinerary from Paris along the Seine with opportunities to visit the Normandy Beaches and Monet’s Garden in Giverny. These excursions included as part of the river cruise proved to be a perfect mix since there was something for everyone. And on top of it all, there was time spent in Paris itself to experience its culinary options and many museums, which everyone was interested in. It really was a perfect river cruise itinerary for the group.”

Fuller says: “Having a niche allows me to grow professionally and better serve my clients. The beauty of that is I get to do so through being passionate about something I love, in this case, river cruising. I get to explore destinations, sail on lovely ships, and experience amazing food and attentive levels of service, all while learning and building credibility as an expert. For anyone who doubts they should build a niche, I advise them to just do it. Start with what you love and build from there.”

Parting advice for advisors

When asked for his best piece of advice for other travel advisors who are looking to develop a niche of their own, Fuller suggested: “Really think about your involvement with organizations, groups, or even your network of friends, and see what things these have in common and how you can inject travel into that mix. It does take time to get things going, so don’t be frustrated if you can’t get a large group to travel initially. Or, just start small and build referrals from highly satisfied clients. Always talk to your clients when they return and ask how things went and what’s still on their ‘bucket list.’ You might help move it to the ‘book it list.’ And, of course, don’t forget to ask them, ‘Do you have some other friends or family who might want to join?’”

Palogruto recommends: “Find a niche (be it a destination or a mode of travel) that you either have an interest in or want to learn more about ─ and go all in. If you want to be an Alaska specialist, learn about Alaska, familiarize yourself with the cruise line offerings, dive deep into itineraries, take certifications, and most importantly, visit Alaska and experience it firsthand. You will be better versed in speaking to the niche and sell it. Same for a mode of travel, like river cruising. Learn about river cruising, familiarize yourself with those cruise lines, the ships, the itineraries, take certifications, and most importantly, travel on a river cruise or two and experience it firsthand. Start with the popular rivers like the Rhine or Danube. You will be better versed to speak to river cruising and sell it.”

Canavan offers this short-and-sweet advice: “If you are developing a niche, I would recommend it is one you can enjoy, too, and travel with the group. I have developed great friendships. My return rate is extremely high.”

FROM THE SPONSOR:
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