The Truth About Singles

Before marketing to singles, agents should educate themselves so they can answer the most common questions and best represent the product, said Tammy Weiler, president of Singles Travel International.

“It is a fact of life that there are generally more women than men (on a singles tour),” Weiler said. “So you don’t want to mislead people.”  Agents should be upfront about the ratios.

Also be very clear that tours are not meant to be dating events. The groups are an opportunity for singles to take a vacation, not find a mate.  “So they should not sell the hook-up concept. We always tell people to go to Italy for the pasta or the wine. Don’t go to meet the man of your dreams because it may not happen and then you’re disappointed.”

If a potential client wants to know what type of people will be in a Singles Travel International group, agents can refer them to the company’s Web site, where they have full access to profiles and pictures of other members. Once they’ve booked, they get access to a private group where they can meet other people signed up for the trip.

Additionally, Weiler said travel agents should be clear with their clients that although the single supplement is eliminated by the guaranteed roommate program, singles group tours are not always cheap.

Prices for Weiler’s tours range from $399 for a weekend to $5,000 for a two-week trip. Profits for each tour come from a combination of marked-up net fares, commissions and a service fee.

Niche Enables Success

Although Singles Travel International is a sub-division of parent company Beverly Hills Travel and Cruises, which has been in business (and Weiler’s family) since 1980, it is the dominant part of the business.

Weiler told TMR that unequivocally Beverly Hills Travel and Cruises would not have been as successful and most likely would not still be in business if it hadn’t been for Singles Travel International.

“For any company that sells to the general public travel as we did 20 years ago, it is pretty much a struggle today.”

Weiler added that using the Internet to market your niche allows agents to reach potential clients on a global basis. Although most of her clients are from the U.S. and Canada, Weiler said she has many from the U.K., Europe and South America.

“Internet access gives companies that have a niche a much larger market base than they could ever have dreamed of before,” she said.

Ultimately, Weiler said that finding a niche in today’s world is the way of survival. “If you’re going to choose a niche, choose one that’s profitable, and singles are. There are millions and millions of singles in the country and they all travel so there’s a lot of untapped territory out there.”

To learn more about Tammy Weiler and Singles Travel International, read “Singling Out a Niche.”