Reporter’s Notebook: Insights & Advice on Specialization

Specialization, along with creative ways to generate sales leads, was the focus of conversation during several trade-oriented panels at the 10th annual New York Times Travel Show earlier this month.

“You have to find your passion. You’ve got to have something you really believe in. You can’t be everything to everybody, and you don’t want to,” Penny Sheldon, owner of Penny Sheldon Travel in Boise, Idaho, told her peers.

On Day 2 of the show, Cruise Planners agents put their expertise to work on the spot, fielding a healthy volume of bookings and inquiries from consumers in attendance. (See sidebar.)

Here’s advice from experienced travel professionals to help you become more focused on honing your expertise and creating new business opportunities. They spoke on the first day of the show, which was open exclusively to the travel industry.

You must specialize
“You have to figure out if you’re going to be a destination specialist, or a type of travel specialist. And you need to travel yourself. When you can tell someone exactly what the air smelled like or how the food tasted, you can put them in a place to want to experience the trip.” – John Peters, president, USA Today’s Travel Media Group

Experience the product
“The first thing you need to do is invest time and money. You can’t say I’ve been on a Carnival cruise and know cruising. You need to try out many different lines. Do all those things so you really start to understand the difference between experiences. In the travel business, however, your time investment has to be great, while your financial investment isn’t.”  – Eric Goldring, owner, Goldring Travel, Colts Neck, N.J.

Be ‘findable’ online
“Google your name and see where it’s coming up. There are articles I wrote for blogs that I’ve forgotten about, and I see them when my name comes up. Make sure you’re findable. The Internet is a must.” — Adrienne Sasson, regional marketing director, Just to Travel, King of Prussia, Penn.

“Every time you click an ad on Google, it costs someone $6. [Google AdWords] is not for the faint of heart. If you put $600 in, it will be gone in three minutes. Instead, write a blog to tell people about your travel experiences. Have some fun with it; people are voracious readers. Imagine if you can get your point across about your specialty, people will remember you.” – John Peters

Showcase your knowledge
“Go to your local library and say you want to give a destination class. They’ll let you do it. When was the last time you had seven customers in the same room? Or use MeetUp.com, give a class on Sandals, and people will show up. Next thing you know, you’re an expert.” – John Peters

Invest your money wisely
“If you’re going to spend money on mailers and newspaper ads, spend a weekend somewhere instead. You will get such a great return, because now you’re getting knowledgeable firsthand experience.” – Eric Goldring

Be picky about clients
“Be selective about who you want to work with. If somebody comes up to you and it feels in a nanosecond that they’re going to be a time waster, move on. I’m a big fan of service fees. It’s a shame our industry doesn’t get paid for our knowledge.” – John Peters