Communication with tourists using knowledge of sales psychology should serve the main goal: business above all else. Once the client has come to your office, you need to use this in such a way that he does not leave you without purchasing.
The first stage of communication should serve the purpose of successful acquaintance. Introduce yourself and find out the name of your potential client. Make the tourist feel good about you. While the tourist is getting comfortable in a new, unusual environment, offer him tea or coffee. Ask him how he found you and whether you have communicated before. Try to find out as tactfully as possible the family status, education and social status of the client, perhaps this will be useful to you. Have a pen and a piece of paper ready and write down what you need so you don’t have to ask again.
After completing the first stage, you can begin to survey what the client is looking for and what requests he has as a tourist. During communication, touch upon the tourist’s feelings aimed at his self-love:
“We don’t get to rest very often, do we? You can allow yourself to relax and have a rest at least once a year... You shouldn’t deny yourself anything... Pamper yourself... You deserve it...”
Choose colorful words and expressions, use memorable epithets, draw vivid pictures and images.
For example, you can describe a visit to Prague like this: “You just have to see its ancient architecture, tiled roofs, flaming Gothic cathedrals, hear soft melodious speech, sit in a cellar with a glass of beer, and you are captivated. Ancient castles, famous resorts, flowering parks and musical fountains - all this is also the Czech Republic...”
Or, for example, talking about the Maldives: “This is truly a paradise for relaxation in the lap of tropical nature. There is everything for a calm, relaxing holiday; the very atmosphere of the resort is conducive to love. Here you can snorkel, admire the truly amazing underwater world, go diving, water skiing, fishing, take a yacht ride to uninhabited islands and have a picnic there...”
Share interesting stories from your own travels or those of your clients.
You must awaken in the tourist the desire to possess and enjoy all this.
Play on the difference in prices for the same offers, interest the tourist at an attractive price.
Appeal to the tourist's positive emotions.
How to choose a tour for a client
So, you have demonstrated to the tourist your capabilities and your advantages, you have interested him, turned on his imagination, immersed him in the atmosphere of travel and relaxation, and ignited his desire. Now he's ready to go. All you have to do is select a tour and make a purchase. We provide further recommendations for the search engine TURY.ru. It can be any search engine, the principle is the same.
From the many tours presented in the TURY.ru system, you need to choose the only one that will completely suit the tourist. So that after the trip the client is satisfied and begins to use your services in the future.
You must give the tourist what he wants, but guide his choice in the right direction. Your goal is for the traveler to purchase a tour from you, be satisfied with his trip and become your regular customer
When selecting a tour, you use the following sections of the TOURS.ru system: “Tour Search”, “Last Minutes”, “Last Minutes”, “Guaranteed Tours and Hotels”, “Minimum Prices”, “Urgent”, “On Sale Today”. Depending on the needs of the tourist, you are looking for a tour in one of these categories or in several at the same time.
What should you pay attention to when choosing a tour?
Selecting a tour program. If we are talking about an excursion trip, then when choosing a tour, you and the client must choose the program that will be most interesting to him. All excursion and bus tours posted in the TURY.ru system have a detailed description of the programs, often with photographs of the cities and attractions visited.
Choosing a hotel. If we are talking about a vacation tour, you must be very careful when choosing a hotel, since the client will have to spend almost all of his time there and the overall impression of the vacation will depend on the quality of the hotel’s service. You must choose a hotel with a decent level of service, for which you will not be ashamed later.
In addition to photo galleries of hotels, the TURY.ru system also contains descriptions of their services taken from official sources. For several years now, there has been an opportunity for tourists and professionals to leave their reviews, for example reviews of hotels in Egypt. Together with the client, review the description of services and reviews of the selected hotel and decide whether it is worth going to it. If a tourist insists on vacationing in a hotel with not very good reviews, but a very low price, then in this case he takes all the risks for a failed vacation and will not have the right to make any claims against you. But if, due to your ignorance or oversight, you did not warn the tourist about the quality of the holiday in the hotel that you recommended, then all the problems will fall on you. The tourist will regard this as your unprofessionalism and, at best, will no longer contact you to select a tour, and at worst, he will sue you for ruining his vacation. Pay attention to this and try to choose a hotel for the tourist in which his stay will be pleasant and unforgettable, and you will gain him as a permanent, grateful client.
Choice of price. As a rule, you can see different prices for each hotel presented in the TURY.ru system. First of all, this applies to mass holiday destinations, where different tour operators work with the same hotels. For example, the difference in the cost of a week-long tour to Egypt with accommodation in a specific 5* hotel can be $600 per person or even more. All other things being equal, it depends only on the tour operator.
How do tours from different tour operators differ?
The hotel and its services will be absolutely identical, regardless of which tour operator organizes the program. But different operators serve tourists with different host companies, so the quality of meeting and seeing off, transfers and work may vary. Although on vacation tours this is often not so significant. It is much more important if the tour operator from whom you booked the tour does not confirm hotels well or, even worse, has the habit of changing them upon the tourist’s arrival on vacation.
To avoid getting into an unpleasant situation, when choosing a company, use your personal experience and the “Reviews of tour operators” section, where agencies share the nuances of working with each of the travel agencies, evaluating their activities, describing their advantages and disadvantages. Try to purchase tours only from tour operators who are responsible for their actions and guarantee quality holidays and accommodation in the chosen hotel. This way you will save yourself and the client from unnecessary problems and will not become a hostage to the situation.
Take this into account when choosing a tour and recommend to your tourist only programs of reliable tour operators, even if their cost is slightly higher. If a tourist insists on a tour with the lowest price, but from a not very reliable tour operator, explain everything to him and ask him to write a receipt stating that in case of any problems he takes full responsibility. Usually, after such offers, the tourist prefers to choose what you advise him.
When choosing a tour, learn to take into account all the components of the trip and find their optimal combination.
Your task is to select a tour for your client with the optimal combination of the following components: program, hotel, tour operator, cost.
How to sell a tour. Leading a tourist to purchase
The success of the sale will depend on how skillfully you can prepare the tourist and push him to make the final decision - booking a tour.
You have already done a lot, and now you need to put the finishing touches on it - sell the selected tour to the client. A tourist should not leave without purchasing something. It’s not enough for him to show everything, he needs to be beautifully led to the purchase, otherwise he will leave to think and, perhaps, forever. It will turn out like this: you have prepared it, and the manager of a neighboring agency will complete the work for you - register your tourist, and all your work will be in vain. The tourist needs to be pushed to make a decision, brought out of a state of indecision and uncertainty, and created a mindset for immediate action. You can do this in the following ways:
Buy setting. You give the tourist instructions to buy a tour by composing your phrase in two parts. The first contains a call to action (pronounced confidently), and the second is addressed to emotions and is pronounced slowly and measuredly, involving and captivating.
"Take this tour and you will truly enjoy your stay at this wonderful resort."
“We’ll complete the paperwork, and you can calmly pack your bags and get ready for this exciting trip.”
A trap for consciousness. A kind of trap is created for consciousness, linking the reality of the present with one of the events of the future, which contains the desired action.
“Once I show you, you can choose what suits you best.”
“As soon as I confirm the availability of the tour, we can immediately complete all the documents.”
The need to make an urgent decision. Point out to the tourist the consequences of possible inaction and lead him to the need to make an urgent decision.
It's high season now and tours sell out almost instantly...
- More than 2 thousand agencies throughout Russia are connected to this database, and each of them books tours for their clients... If someone has chosen the same tour, then you and I need to book earlier...
- Look, this morning there was a tour for $340, but now it has already been sold. While we're talking, this one may also be gone...
- This hotel is in high demand, and the price is attractive. Such good tours are the first to go...
- If we don’t book this tour for you now, then tomorrow it may no longer be available and we will have to start all the searches all over again.
As a continuation, you ask the tourist a clarifying question, with which you check whether he is ready to buy:
If you are ready to book, I will now check the availability...
- Do you have your passports with you?..
The illusion of choice
The tourist is given a choice of two options, both of which suit you. You speak as if the tourist has already agreed to buy a tour.
“So which hotel will we book - this one or that one?”
“So what kind of food will we take - half board or all inclusive?”
“Which type of room will we choose - standard or sea view?”
“Will you pay in full or pay in advance?”
Attention! All recommendations and texts given above are indicative. They should be applied and used depending on the situation. You need to adjust them to suit yourself, learn how to use it so that everything looks organic and feels natural. Master, acquire the necessary skills, experiment and build effective models of behavior. If this behavior brings results, then you are doing everything right!
What to offer to tourists who want to bask in the sun and swim in the sea on the May holidays, without bothering themselves with a long flight? There are undoubtedly many options, but we will try to talk about the most attractive and affordable of them.
Resort No. 1 in popularity, both in summer and in May! After all, in the resorts of Turkey, in the month of May, it is already quite warm and there is an opportunity to swim and sunbathe. It’s already warm, but not too hot yet, so there’s nothing stopping you from enjoying the sun and sea to the fullest, or going on an exciting excursion or shopping.
The cost of a holiday in Turkey in May compares favorably with prices in the summer. During this period, some hotels offer good discounts to attract tourists.
An ideal place to spend the May holidays, because at the beginning of May, the weather in Egypt is simply fabulous. If not for one BUT! Our holidays coincide with the Arab holidays. Due to high demand, there are problems with hotel rooms and, as a result, almost the highest prices of the year, sometimes even higher than for the New Year. And of course, there is no question of any last-minute tours; all hotels must be booked in advance.
During the May holidays, you can safely invite tourists to go to Cyprus. Nightclubs and discos, an abundance of fruits, mild, warm weather will bring pleasure to everyone. There are not as many vacationers at this time as in the season and, of course, the resorts are not as lively and cheerful as in the summer, but the air is fresh, everything is blooming and fragrant. For example, the air temperature in Limassol and Larnaca is from 23°C, and the water temperature is about 20°C.
Prices during this period are quite low, and the choice of hotels is quite wide.
Spain
In May, the Mediterranean coast of Spain is ready to give suffering tourists generous sunshine and an excellent tan. The best beaches at the very beginning of the season will delight you with cleanliness and tranquility, and the weather in Spain in May will give you a cozy +25°C and cloudless skies. An ideal option for those who like warmth, but not heat. The water in the sea warms up to 20°C.
The islands are just as excellent as the Mediterranean coast for a holiday in early May. The ideal option is the island of Tenerife. The air temperature is more than comfortable, the Atlantic Ocean has already warmed up by this time, and another compelling argument for choosing this destination will be the lush vegetation growing throughout the island, as well as many exquisite hotels with excellent service.
In May, the weather in Greece is excellent. The beach season in Greek resorts opens at the beginning of May. The average daytime temperature is +27°C. And sea water warms up to +19°C. At the same time, there is no scorching heat yet, which will allow tourists to relax more actively. During the May holidays, a beach holiday in Greek resorts can be very well combined with an active excursion program, sightseeing and monuments of ancient Greece.
On the Greek islands, the season opens even earlier - in April. And, if tourists want to go somewhere warmer, then we can offer to go to the islands that are located in the south of the country. The most popular holidays are on the following Greek islands: Crete, Rhodes, Corfu, Kos, as well as on the peninsulas of Chalkidiki and the Peloponnese.
However, one should take into account the fact that since the May holidays coincide with the opening of the tourist season in Greece, tours to Greece in early May are in great demand, and their cost can rise significantly.
The United Arab Emirates in May means the beautiful blue waters of the Persian Gulf, luxury VIP hotels, colorful flowering gardens in the desert, as well as an abundance of goods in boutiques and shops. It should be noted that the United Arab Emirates is famous for its bright sun throughout the year, however, the best months for a holiday in the UAE are considered to be the period from October to May. It is in the month of May that the air temperature becomes the most favorable, which allows every tourist to comfortably enjoy their vacation. The average air temperature in May in the UAE is +35°C, and at night it can drop to + 24°C. This month the water warms up to +27°C, which creates ideal conditions for swimming and water sports.
Speaking about the cost of a holiday in the UAE in May, do not forget that the peak of tourist activity falls from October to May. Consequently, prices may increase in May, but only slightly.
Israel
Mid-May is one of the best times of the year in Israel. There is no such sweltering heat yet, but the beach season is already open. In Israel, travelers have a unique chance to visit three seas in one trip - the Mediterranean, the Red and the Dead. At the beginning of May, the sea water is already quite warm, and therapeutic procedures at the Dead Sea have a noticeable effect even in a short time. Excellent service and hotels, pilgrimage to the Western Wall, numerous ancient churches and places associated with the events described in the Bible, the shining dome of the Omar Mosque - all this is Israel!
April and May are the most popular times to travel to this country. And although our tourists do not require visas to travel to Israel, May tours to Israel should be booked in advance.
From Rostourism. In 2014, which is associated with the beginning of the crisis, 42,921 tourist trips abroad were registered among Russian citizens. In 2017 - 39,629.
Yes, there is definitely a downward trend. But 7 or even 8 percent is not a figure that can “kill” the market. People travel, and the TOP 20 for 2017 includes Germany, Israel, Italy - countries with far from the lowest prices.
If so, where are the clients?
Many travel companies emerged in the first decade after the collapse of the USSR. At that time, people who were just facing the collapse of the Iron Curtain simply had to be given a plane ticket and a hotel reservation, and that was it. The man is happy. He got away to see the world and can tell his friends what it’s like abroad.
Time has passed, and now the bulk of potential clients for the tourism business are children of the 80s and 90s. With a different worldview, more free and independent.
They don't want to lie belly up on the beaches of Antalya. Maybe once a year, when you need to take your parents and small child for a walk. And they don’t want to crowd together with dozens of complete strangers around yet another cathedral or monument. They can organize their own vacation via the Internet, without intermediaries.
What do they want? Bright, rich impressions that are difficult to get on your own. Hot air balloon flight over Cappadocia. A walk through the “secret” courtyards of Istanbul. A trip to the “hobbit village” in New Zealand. Participation in a national holiday. They want to realize their dreams and sparkle with beautiful photos on social networks.
Conclusion: the market is changing, and you need to change with it.
Promising niches for the next few years
Now we come to the main thing. You can talk as much as you like about how the world is changing, but where to run? What can be done to attract the current generation of tourists hungry for variety and experiences?
First of all, move from standard solutions to unique ones. Develop your own routes, establish relationships with new format tour operators, collaborate with private guides.
And most importantly, treat the tourism business as creativity, and not as a craft. Creativity is in fashion today - in the broadest sense of the word.
Here are some examples of fertile niches:
- Organization of individual tours. People who have money don’t want to travel “like everyone else.” Give them the opportunity to book a tour with you with the most flexible conditions, without standard solutions. Large tour operators such as TUI and PAC are already starting to explore this niche. They organize trips according to individual requests to almost any country in the world, without being tied to ready-made “packages”. There are also small private companies like White Label Travel, which specializes in the premium segment. But this part of the tourism market can still accommodate many companies.
- Organization of thematic tours. Bicycle trips, diving tours, cooking classes - find those areas that interest you and in which you can offer something unusual. It is with this approach that Velovuyki, which organizes cycling trips around Europe, or Safari Tour, which specialize in diving tours and dive safaris, have become popular in their niches. Large tour operators, by the way, also often make such programs - designed not for a wide audience, but for individual thematic segments. This means that the market exists.
- Organization of author's tours. Bloggers have huge readerships, and many of them specialize in the topic of travel. In partnership with them, you can develop unusual programs. For example, one of my favorite projects, Travel Inside, grew out of a purely “blogger” format. They do not have a special thematic niche, they use a different approach - they gather their own warm audience that travels only with them. You can do the same or enter into partnership agreements with popular bloggers and organize tours together.
- Organization of tourist groups in a club format. Accommodation, transportation, entertainment and attractions are the minimum for organized groups. But you can go further and organize parties, communication and other team building elements during your trips. Prominent representatives of this format can be One Life and Mikhail Kozhukhov’s Travel Club. Their clients are not just groups that meet every few days and say goodbye forever. No, they travel with them and with each other for many years.
- Organization of tours around Russia for foreigners. All the same approaches can be used within your own country (unusual, original, thematic tours). Examples include Express to Russia or ExploRussia, as well as foreign companies like Responsibletravel, which organize tours to Russia for foreigners. They focus not only on history and typical walks in the center of Moscow or St. Petersburg, but also on natural attractions, holidays, and national cuisine. The market exists, but is not yet filled with competition, and there is huge scope for new business.
Personal experience
I started working in the tourism business in 2015, in the midst of another crisis. The bulk of clients are from countries of the former Union. At that moment, my husband and I managed to intuitively find the right direction and we founded Time 2 Travel club - a company for organizing individual travel.
What worked well:
- Experience and own example. We travel a lot in Europe and Asia, we constantly write about it on our social networks, and clients trust our advice on choosing attractions and hotels. Moreover, they want us, as people who have seen everything with our own eyes, to advise them on the best options.
- Individual approach. We do not offer ready-made tours, but rather ask what the client would like. Yes, often the choice comes down to one of a dozen popular countries for which we already have preparations. But this is how the client gets involved in the process, begins to plan the trip even before payment, feels that this is his trip, his dream is coming true. And, as a result, he goes with us until the very end, and does not look at how the competitors are doing.
- Honesty. We play openly and tell clients: here is the cost of travel, here is our commission. Oddly enough, they bargain extremely rarely - apparently, they understand that earnings on one trip are not that great, and do not fantasize about huge hidden commissions. We also always tell people honestly what they are paying for, why one option is more or less expensive than another, and what to expect on the spot. This is highly valued and pays off handsomely in the form of positive reviews.
Organizing individual tours was a good decision and we decided to go further. Now we are expanding our business and will soon launch an online project under the same name Time 2 Travel - a search engine that will unite organizers of excursions, tours and tourist entertainment, as well as travelers who are looking for unusual experiences.
This new project grew out of our pain as travel organizers: it is difficult to find quality excursions and entertainment. When clients ask to organize a walk around Istanbul or Paris, the last thing they want is to get a standard “historical information” lasting several hours. I would like to find a person who loves this city, lives it and not only tells and shows, but gives travelers impressions.
Here we can return again to the issue of free niches in the tourism business. Agree, a tour guide is not the rarest profession. But if you don’t work like everyone else, but do something unusual, of truly high quality and from the heart, and not according to standard templates, it will be much easier for you to find your audience and sell them your services at good prices.
A few key words
Free niches are constantly appearing on the market and finding them is not so difficult. What is needed is to monitor how people's preferences change. Yesterday they simply wanted an organization within the framework of “visa, ticket, hotel” - they needed to meet these needs. Today they want entertainment, impressions and beautiful photographs - these new desires need to be satisfied. Tomorrow this will also change and other tourism destinations will begin to gain popularity.
To keep your finger on the pulse, it is useful to regularly read social networks and forums, listen to reviews, and most importantly, ask your audience directly. This should all be part of an ongoing and regular workflow.
Don't be afraid of negative reviews. When a client says something was missing, they are giving you the most valuable free consultation and actually pointing out where they can improve. In the same way, you can monitor your competitors’ reviews and get ideas: what their customers like and what they don’t like.
With this approach, you are unlikely to run out of ideas. Of course, then there will be a lot of work to implement the plan, but this is a topic for another story.
Instructions
The easiest way to attract customers is word of mouth. When you open it, tell your friends about it. Some of those who come will use your services. If the clients are satisfied, they will recommend them to friends, since people have been using the services of the same travel companies for years. In a few years you will form a group of regular customers.
Create groups on social networks and blogs where interesting and profitable offers will be posted. Attract users who are interested in . This can be seen in their interest lists. It is important that someone constantly, almost 24 hours a day, looks at these groups and blogs, responds to comments, gives advice, invites new clients. Analyze their requests, because this can provide food for thought on new ways to attract clients. Some travel agencies offer big discounts. Is it worth becoming one of these companies? Take a different route: inform that you have new interesting routes for sightseeing tours. Clients think that the offers of travel agencies differ mainly in price, and not in content. Prove that this is not so.
Work on the name of the travel agency. Not everyone attaches great importance to naming, but the name works on your image around the clock. Some travel agencies are named too banally. As a rule, this is something with the prefix -tour. If you create a bright, memorable name, this will already give you an advantage.
The attractiveness of a travel agency to clients sometimes depends on its location. It should be convenient to access - both by personal and public transport. If the tour company is located in courtyards, draw arrows on the asphalt or hang signs on nearby houses so that you can be easily seen. This also applies to companies that open in residential areas. Don’t be afraid to locate a travel agency where it has competitors: the specifics of people’s choice of tours are such that they usually visit at least 2-3 companies to decide on the choice of trip. It’s good if your company is surrounded by its own kind.
Instructions
Actively interact with the media: act as an expert or submit your own releases regarding development trends for publication. The published materials will definitely contain a link to your company.
Video on the topic
Sources:
- target audience of the travel agency
The number of travel agencies today is so large that a reasonable question arises: do such companies find a sufficient number of clients? Unfortunately, a large number of travel companies close within the first year of operation. After all, attracting customers is becoming increasingly difficult.
You will need
- - Internet.
Instructions
Create a unique offer that will distinguish you from your competitors. Despite the oversaturation of the tourism services market, you can always find a narrow niche that has not yet been occupied. Event tourism, eco-tourism, trips to championships and superstar concerts - there are a lot of options to attract attention to your services. Of course, it is extremely difficult to invent something fundamentally new in this area. In this case, try to do what everyone else does, but a little differently.
Develop a corporate culture of communication with clients. In this case, we are not talking about basic politeness and impeccable service, which are undoubtedly also important. Consider the technical organization of work with potential consumers of services. This includes promptness of calls, high-quality telephone consultations, speed of selection of tours. Very often, clients are eliminated at the initial stage only because managers make them wait on the line for a long time or do not call back on time. Eliminate such shortcomings.
Increase trust in your company. As a rule, a potential tourist chooses a company that has been operating on the market for a long time. Of course, a newly created travel agency may look suspicious due to the increasing frequency of scandals with numerous fly-by-night companies. If your company has been around for a short time, actively build a positive reputation for it. Use public relations, charity events, topical online forums and blogs.
Develop a customer loyalty program. Every traveler should be 100% satisfied with your service. Try to anticipate all the client’s needs, warn about possible difficulties, remind about the departure date, and upon return, be sure to ask about their impressions. It is in this case that he will tell his friends about you and recommend you as a reliable company.
Helpful advice
Develop a discount program for regular customers. This is especially true for package tours, in which the price is the same in different agencies.
Beginners and professionals in the travel business are constantly looking for new ways to promote their business. They tend to use the Internet, their contacts, and other creative methods. So, what do you need to do to successfully promote a travel agency?
Be clear about your target audience. Have a clear idea of what class of people your travel agency is targeting. Your success will fundamentally depend on this. If, for example, your company is located in a residential area, then your target audience will be families who want to relax on. Use mainly local marketing mechanism, i.e. work with those people who are nearby.
Study thoroughly the work of your closest competitors. Be sure to scout out the work of companies that are located near your office or in the same area. Ask third parties why clients go to this particular agency, what is their advantage over you. After that, work on the shortcomings in your organization and offer better deals to your customers. Be different from others, bring something new.
note
Alexander Shneiderman Chapter from the book “Guerilla Marketing in Tourism”
Publishing house "Mann, Ivanov and Ferber"
Before you start reading this chapter, take a look around. Look left, right, in front of you. Lay out the contents of your briefcase or purse. Take a close look at your clothing.
I think that you will immediately see what a huge number of advertising media surrounds you. Nowadays it is very difficult to find a thing that does not have the manufacturer’s logo on it. All kinds of icons are dazzling before your eyes. All social networks are crammed with advertising, because this is where their management makes their billions. The situation is exactly the same on city streets. We are surrounded by signs, pillars and billboards everywhere. There is practically no place to hide from advertising; it is present everywhere, even in public toilets and on underwear. Our consciousness is tired of accepting so much advertising. After all, as we know, good things should be in moderation.
It’s not for nothing that all industry experts unanimously claim that advertising oversaturation has set in, and that the return on advertising media is falling every year.
That is why those companies that place standard advertising are so eager to get on prime time television or hang their ads on the busiest highways and in crowded places. Can you imagine how many millions of dollars are spent by transnational corporations on these events?
For some reason, it seems to me that such methods of investing money are absolutely not suitable for a small travel agency. Naturally, the eternal question arises: “What to do?” How to deal with these rich companies, how to compete with them when there is a lack of funds? The answer is obvious: “You need to fight not with numbers, but with skill.”
Remember the classic example from the military biography of Alexander Suvorov. What was the ratio of Russian and Turkish troops at the Battle of Rymnik? If you don’t remember this, I can say that Suvorov had four times fewer soldiers. But it was not Yusuf Pasha who gained the upper hand, but Alexander Vasilyevich. Don’t be lazy, read the military encyclopedia - and you will see that many serious military victories were achieved not by superior numbers of soldiers, but thanks to commanders who knew how to come up with various non-standard operations. Small flying partisan detachments often inflicted more damage on the enemy than large military formations of regular troops.
However, I think we got a little distracted. Let's go back to our sheep, that is, to advertising, and think about whether we should even compete and fight with superior forces. Is it possible to come up with something that the enemy doesn’t pay attention to at all?
Here is the simplest example. It's called a "guerrilla calling card."
First, let’s see what “smart books” write on this topic. What do they mean by “classic business card”? I took the time to read a few articles, and then looked at what was written on Wikipedia. Here is a verbatim fragment: “A business card is used in business at official meetings and negotiations to provide contact information to its future clients. Business cards must include the name, surname, position of the businessman, as well as the name of the company and the type of its activity. In accordance with global practice and according to the rules of the Russian language, the first name, patronymic, and then the last name must be indicated. When developing a business card, the company's corporate identity and logo are used. Such cards usually have a strict design. Civil servants and deputies may have an image of state symbols on them, such as the flag and coat of arms of the country.”
If this is your business card, I feel sorry for you. Yes, it meets generally accepted standards. But I hope you understand that in this case it will be absolutely no different from all the other business cards, which are in the hundreds in special albums. Such a card will simply get lost among its peers and will not give the desired effect. Turn your business card into an advertising medium!
You and I understand very well that a lot of cards are printed, and the tourism business would be impossible without them. Your business card should represent not so much you and your agency, but the product you sell. Unfortunately, people don’t care much about your name or the name of your company, unless, of course, you are the president of Coca Cola or the Russian Federation.
When designing a business card, it is better to use both sides, but one of them should be dedicated to your real commercial offers and the benefits that your tourists can receive. If you have additional services (airline tickets, hotel reservations, credit card payments, etc.), be sure to list them.
There are situations when tourists know that they can buy a standard tour to Thailand from you. But you can probably organize a fur coat shopping tour to Turkey for 1 euro, and people still don’t know.
You may have amazing medical tourism programs in Israel and Germany, but clients are unaware of this, assuming that, like everyone else, you can only offer a standard excursion program. Your business card may say that a surprise awaits its bearer (a gift, a bonus) or that upon presentation in the office you can receive an honorary customer bonus card.
You can work a little with the text - let it be written on the card instead of the standard address (Pervaya St., 110, office 6): “I’m always ready to have a cup of coffee with you in our office at: Pervaya St., 110 , office 6". Your business card should be different from others, and in what way - size, folding option (halved, quadrupled), super-bright color, non-standard material, your erotic photograph, a funny tourist story - puzzle yourself. A business card is a formidable advertising weapon, and it must be used wisely.
My business card has a green background, close to the color of a dollar, and it has my photo and a list of the services I provide. I don’t think that it was created according to the canons of business etiquette, but I firmly know that it is different from other business cards. This is exactly what I was aiming for.
A mail item to any recipient can be turned into your own advertising platform. You can send accounting reports to the tax office or letters to your landlords. You can find out how much the furniture you are interested in costs, or enter into an agreement for the supply of water to your office. In all these cases, you can indicate in the corner of the form, on the envelope or somewhere else, what services you provide, what you do and how you differ from others. These are absolutely free advertising options. Be sure to include links to your website and groups on social networks.
If you are walking down the street and a lot of girls in white dresses pass by, you will eventually stop paying attention to them, but all it takes is for a girl in red to appear and your eyes will instantly make her stand out from the crowd. Learn to stand out! This is one of the rules that you need to remember.
However, nowadays there are so many goods and services and they are so diverse that not all buyers know about them and that they potentially need them! The task of any trading company, including tourism, is to inform potential customers about its existence and the availability of the goods they need. Even if clients don't suspect that they really need it!
In my opinion, one of the travel agencies in Vladivostok copes with this task in a very original and successful manner. Its employees review information about all more or less large and successful companies in the city, paying special attention to their anniversaries: when such a joyful event will happen and how many years they will be. 2-3 months before the holiday, they send a beautiful letter to the celebrants with an offer to organize an away corporate party for several days in the nearest boarding house or abroad. Why 2–3 months? Yes, because in large companies around this time a person appears who is responsible for holding the anniversary at the proper level.
This technique is good because conversion increases due to correctly selected dates for sending letters. If such messages are sent without reference to the anniversary, the return on them will be close to zero.
Look at your facade sign, is it similar to the others nearby? Is the sign near the door to your office also similar to the neighboring ones? It seems to me that now you need to once again stop reading the book and write down in a notebook the thoughts that come to your mind. If you immediately came up with a way to stand out, great, if not, then you need to have a collective brainstorming session. As a tip, I would like to recommend that you pay attention to balloons, various inflatable shapes and unusual lighting.
The ability to stand out is a very old trick. Actor Mikhail Boyarsky always wears a hat, although this is a violation of classical etiquette norms. Fidel Castro, leader of the Cuban revolution, has a long and usually scruffy beard. The literary hero Sherlock Holmes has a smoking pipe. They are always recognized by these small details. Think about it, how can someone recognize you?
It’s the same in tourism: people are more willing to turn to well-known companies and consulting managers whose names are well-known than to someone unknown. If you think that you need to spend a lot of money to promote your own image, then you are wrong. Money, if you don’t have it, can always be replaced with time. To do this, you just need to find topical topics on various travel portals and leave comments there. At the same time, write not two or three words: “I agree,” “Nonsense,” “I have a different opinion,” but normal, meaningful texts.
If you live in large cities, such as Moscow, Kyiv or Minsk, and are engaged in domestic tourism, then you probably have a vested interest in hosting groups from other cities. You can spend money on advertisements. But there is another option: to participate in various debates, argue, agree, refute, but always very unobtrusively indicate that you are a specialist in receiving groups. In just a few months you will become a very recognizable person on travel forums. And as soon as someone starts looking for a partner in a large city, he will involuntarily remember you.
The same technique can be used for other types of recreation. Establish yourself as a family holiday specialist on portals dedicated to raising children - and you will be surprised how many tourists end up in your office. Just don’t be shy to write, don’t be afraid to argue. Being intrusive is one of the features of our profession. A very good option for attracting tourists is to create various affiliate programs. Take the time to spend a few hours of your time and walk down the street near your office. There are probably pharmacies, photo studios, fitness centers, sports stores, restaurants and other places where a lot of people go nearby. Everyone who works in such places is interested in increasing the incoming flow and wants them to have as many clients as possible.
Chat with them, come up with joint promotions and competitions. Exchange promotional materials, links to your websites or groups on social networks. Create joint advertising programs. For example, in Moscow there is a company that delivers theater tickets to your home. And the travel agency supplies them with the envelopes in which these tickets are placed free of charge. An ordinary envelope with advertising text is inexpensive, but imagine how many tickets are given to customers every day!
Believe me, with any conversion, the travel agency remains profitable.
The most interesting thing is that the management of that company went further: they agreed with the ticket suppliers that after purchasing the tour they would inform all clients that, completely “by chance,” there were tickets for a very interesting theater premiere for tomorrow and the day after tomorrow. Bang! - and money fell from the sky!
Nowadays, more and more different free message boards are appearing. If you type the query you are interested in in the search bar of your browser, you will find out specific sites in your city that deal with this. But before you place ads there, carefully look at the texts of your competitors. Pay attention to the writing style, standard templates, design and color scheme. Identify the main, most characteristic features. Identify the general trend and try to move away from it.
In addition to all kinds of free message boards, I recommend placing your advertising on various thematic platforms. What will you think if, when you come to a shoe repair shop, you hear from the master that he is a very good pastry chef and therefore offers you to buy “very tasty buns” from him? It seems to me that in 99 cases out of 100 you will doubt the skill of the shoemaker, and even ask the question of how suitable the sanitary conditions of the shoemaker's workshop are for baking buns.
The same thing happens when travel agencies, hoping to “catch a client,” begin to place their advertisements everywhere. One of my friends even posts ads on all kinds of humorous portals and porn sites! Moreover, she assures that all this is very cheap. Everything, of course, is so, the question is different: is there a real return from such non-targeted advertising? The answer lies on the surface: the return is practically zero, although the costs are also small. So is it worth engaging with untargeted traffic?
Answer: worth it! Of course it's worth it! You just need to understand what to place on such advertising platforms. If you simply write “World Tours” or “Lowest prices for travel to Egypt,” I’m sure it won’t work. But an advertisement posted on a website for newlyweds like “Just a marriage ceremony is no longer fashionable!” it might work. Or here’s an option for a photographers’ website: “The most beautiful sunsets can only be photographed in the Seychelles” - it will also work. Or on a bikers website: “India is a country where more than 500 million people love to ride motorcycles. Check it out, you’ll like it!”
As a result, we get the following: it is not at all necessary to place advertising on travel portals - this is, of course, effective, but expensive. Look for portals on other topics, but think about what kind of ad makes sense to place there. Got it, I hope, what do you need to do now? Certainly! You need to create an advertisement that will be different from everyone else. If everyone's primary colors are yellow and blue, design your ad in green and red. Only then will you be noticed.
Pay special attention to the title! It is he who should first of all attract attention. “An unusual offer”, “A unique opportunity”, “For the first time in the city”, “Tours for warrant officers”, “Trip for natural blondes”, “An exciting trip for bald people” - all this allows you to stand out from the crowd that writes “Tours in all countries of the world."
Are you interested in politics? Think about the last time you were at a meeting with a municipal or city deputy. What, you never went at all? There is a lot of work and you are not interested in politics? But in vain! I strongly recommend attending such a meeting, listening carefully and making sure to express your point of view. At the same time, remember that the main information is perceived by listeners through non-verbal channels. Take the appropriate pose, don’t forget about gestures, and, of course, facial expressions. And talk, talk - three to five minutes. Use various epithets, hyperboles and comparisons. Whenever possible, tell a relevant joke.
I hope you understand that you need to prepare for such a meeting, which means taking a lot of business cards. And, most importantly, use a very old principle that was known back in Ancient Rome: whatever you talk about, whatever you prove, be sure to say that you work as a director or manager of a travel agency.
Do you know how the phrase "Ceterum censeo Carthaginem esse delendam" is translated from Latin? If you don’t know, I’ll translate it for you myself: “Besides, I think Carthage should be destroyed.” Cato the Elder always used it during his public speeches. Please note: always! No matter what he talked about - and he talked a lot and on different occasions - he always used it. As a result, it ended with Carthage actually being destroyed. So who is stopping you from using this experience?
Well, if you definitely don’t want to go to meetings with deputies, look in the newspapers where round tables are held - especially for managers and company owners. There are similar events in every city. And not only for directors, but also for heads of sales departments, secretaries, and personnel officers. Well, who is stopping you from taking part? Just instead of the phrase that Cato the Elder uttered, come up with your own. For example: “This, of course, is all interesting and correct, but I think that every person has the right to rest. I work as a director of a travel agency and I know this very well!” No one has ever gone bankrupt by giving away their business cards for free.
The more often you appear at such events, the more interesting your speeches sound, the greater the chance that they will start reporting about you in newspapers, and maybe even on television. Imagine the headline: “As the director of the travel agency “Pupkin Travel” said” - and then a quote from your speech. If you think that you don’t have any speaking talents, then, unfortunately, this path is not for you. Well, what can you do, then start organizing flash mobs. You probably remember what the Euroset company did to promote its brand back in 2002: it held a flash mob under the motto “Take off your clothes and get a gift.” The action cost the organizers $1,300. But fame came instantly. Get together in the evening, have tea with your colleagues, and talk about life. Maybe no one will have to undress - you will come up with another idea. Well, then start putting it into practice. Write about your flash mob on all youth portals in the city and invite them to take part in it. You do understand that among young people there are not only fans of fights and drugs, but also quite sane people who are simply interested in “having fun”? Just don’t forget a large banner with the name of your agency, T-shirts with your logo and, of course, notify the district or city press about the event. Don't be afraid of journalists. They are just like you, busy searching, not for tourists, but for events worthy of attention. In this case, your interests coincide.
A very interesting and colorful spectacle that has recently been gaining momentum is the joint launch of “Chinese lanterns”. Imagine: evening, a crowd - and many, many lights in the sky. People always look at fire with pleasure. Just so that it doesn’t turn out like that old joke about fire, water and working people, discuss this flash mob with the fire inspector in advance. Although at present almost all “Chinese lanterns” have a special fireproof base.
I hope that after your fiery speeches and meeting many directors and managers, you will accumulate a fairly large number of their business cards.
Of course, it’s not worth coming to visit them and saying: “Ivan Ivanovich, I want to sell you a tour to Turkey at a ridiculous price.” You understand that this is bad form. But calling on the phone and saying: “Ivan Ivanovich, I have a little surprise for you that will be useful to you in your work” is a completely different matter.
When I was at a seminar in Surgut, this is what one head of a travel agency told me. This technique is called "checkbook". Its meaning boils down to the fact that when the subordinate directors go on another vacation, he gives them a “check” for a certain amount as a bonus. You probably understand that you can only purchase a “check” at a specific travel agency. This technique has a very important psychological factor. Even if the amount on the check is not so significant, the personal authority of Ivan Ivanovich is a very serious factor in ensuring that the purchase is made in your agency.
I have already said that there are never many tourists. It is unlikely that travel agency employees will argue with this statement.
However, direct attempts to sell a tour to strangers are usually not successful. You, after all, are not a retailer like those who walk on trains and offer all sorts of things! This means you need to use sales in two steps. We’ll call this method “take the freebie.” The word “freebie,” of course, is not very euphonious, but, as you know, many people like the principle itself.
You probably realize that you don’t have any “freebies” in your agency. Tours cost money, sharing your profits and giving thoughtless discounts is the wrong way. As one historical figure said: “We will go a different way.” It's called "free information." Who knows better than travel agency workers the peculiarities of different countries - traditions, interesting facts, funny stories about local residents of the country and much more? After all, all of us go on promotional tours and receive a sea of all kinds of information on this topic. So, call neighboring schools, talk to geography teachers, offer them a free lesson. Promise that the children will like it, that there will be colorful pictures and slides. Tell them that managers have a certification coming up and they need to learn how to speak correctly. I have no doubt that you can come up with a beautiful “legend”. Ideally, of course, it is better to have schoolchildren you know who will introduce you to their teacher. She’s also a normal person, she’s probably tired of the lessons, but here the curriculum will be completed, and the children will receive the necessary knowledge, and she’ll sit in the back desk and ensure discipline.
I think that you know how to tell a story - this is something without which it is simply impossible in our profession. At the end of the lesson, thank the children for listening to you carefully, walk around the class and hand out your business cards to everyone. Now imagine how at dinner a child will excitedly talk about a distant country to his parents. “And the business card - here it is, you can look at it, mom and dad.”
If you are afraid that the high school teacher will not accept you, then you definitely should not have problems with the teachers of the extended day group. They are always racking their brains about what to do with their children. Who’s stopping you from talking about India in a yoga club? Have you visited the hunting club in your city? You probably have an individual tour for lion safari lovers.
If the flow of tourists that you will receive after visiting kindergartens and schools is not enough for you, start using the old and well-known technique of distributing flyers - not everyone knows that it has a number of peculiar “tricks” and only if they are used it gives positive result. Let's start in order: a flyer (from the English flier) is a small advertising leaflet, in most cases entitling you to a discount. I very often hear questions: “Would you appreciate my flyer?”, “Why did I distribute a lot of flyers, but didn’t get any benefit?”, “What did I do wrong when making the flyer?”
When I start watching, it becomes even more incomprehensible: the picture is enticing, the circulation is impressive, and then - remember, like Zhvanetsky: “I turn it on, it doesn’t work!” What is the reason, what was done wrong? Why was the money wasted? How did it happen that only printers and designers made money? Why did no one or almost no one come to the office?
I ask a few questions - and I understand that this is exactly what should have happened.
First reason: wrong place to hand out flyers. Someone very “smart” once said, and everyone else believed him, that flyers should be distributed in crowded places. Everyone began to follow this advice. Flyers are distributed near metro exits, in front of the doors of large stores, at public events, I even saw them distributed before the entrance to a large clothing market and a sports match. The result is immediately predictable: in a few seconds your flyer will fly into the trash bin, and if there is none, then simply onto the asphalt. The point is that the people who receive flyers are not your target audience. At the moment, in this place, they have completely different problems.
The second reason: The wrong person is handing out flyers. As a rule, travel agencies try to save on everything they can, including the selection of people who distribute flyers. For distribution, they hire people who, in principle, are not able to answer any questions: schoolchildren, migrants, homeless people. The last two categories often smell bad and have very poor command of the Russian language. At the same time, is it believed that they will be able to convey to a potential client all the charm of a holiday in the Seychelles? Ha ha! I recommend inviting sociable, attractive, neatly dressed young men and women to distribute flyers. Those who know how to smile and talk. Students of theater universities or schoolchildren who study in drama clubs are very suitable for these purposes.
And immediately refuse to pay an hourly rate, otherwise the people who distribute flyers will not be interested in the result of the work. It will work out much better if for each client who actually comes to the office, they receive their percentage. To do this, be sure to mark each flyer with a special number, color, or some other way. Otherwise, you will not understand who should pay the money.
Third reason: distributed to the wrong people. It’s bad if your students or schoolchildren shove flyers into the hands of everyone passing by. But, if you think carefully, it becomes clear that the task is not to distribute as many leaflets as possible, but to get the maximum number of clients who call or come to the office.
Sometimes an inspector is even assigned to walk around and check whether flyers are distributed or thrown in the trash. But no one is interested in the question of which people they are distributed to. Soldiers who passed by, alcoholics looking for money for a bottle, grannies - God's dandelions, typical unemployed? You can give away a lot, but most likely, these categories don’t even have foreign passports - they are not even hypothetically your target audience.
Fourth reason: your office is located far from the flyer distribution site. Agencies in megacities are especially guilty of this, where they believe that distribution should be in the city center, because there are more people there and traffic is better - but the agency should be located in a distant residential area, because rent there is cheaper. May be so. I won't even argue. Just a question: do all the flyer recipients know where 2nd Stroiteley Street is, and are you sure that they will immediately rush to call you, especially if you have only one phone number?
First of all, this applies to flyers with text like “Tours to all countries of the world! Cheap!" - if you consider that on the central streets of large cities similar proposals are found on billboards and signs every 200 meters.
Distributing flyers will bring great results if you use all these four secrets. After the flyers are distributed, tourists may call you, talk to you and ask you to send them an email with a specific offer for the dates they are interested in. Naturally, you will write to them. But it turns out that this answer also has its secrets and tricks. Many people are probably familiar with the situation: a tourist over the phone asks you to send him an offer by email with all the tour options. The manager sends a letter to the specified address, and then there is silence. That is, there is no reaction from the tourist, he is silent, like a partisan during an interrogation, and the manager puzzles over what was wrong in his letter, why the person’s proposals were not interested.
Let's look at the typical reasons.
Reason one: For some reason, your letter did not reach the recipient at all, or it did, but ended up in the spam folder. Recommendation: during the conversation, find out the tourist’s phone number and do not hesitate to call him back and ask if he received your letter.
Reason two: standard tour options copied from the search engine were indicated. Recommendation: do not use professional terms - “infant”, “single”, “BB”, “VIP AI” (this list can be continued indefinitely). The fact is that the abundance of jargon greatly irritates many clients. In the end, they are tourists, they want to have a good rest, they need the sea, the sun and delicious food! They have no desire to understand our terms. Imagine that the doctor has diagnosed your close relative with “acute catarrhal rhinitis”. How soon will you realize that we are talking about a common runny nose? And if the diagnosis is “labyrinthitis,” many will have very bad associations. So keep it simple.
Reason three: the letter was sent from the manager's personal address, not from the corporate one. If a tourist sees in the “From” field, say, “Beloved Lenochka,” then there is a high probability that he will delete the letter without even opening it, since he does not need a showdown with his wife for nothing.
Reason four: The tourist received a letter, he liked everything, and he wants to call you back. It is quite possible that he is too lazy to write an answer, and your phone number has been lost. After all, the client accidentally threw away the flyer with the phone number - well, who doesn’t? Look at the end of your letter: does it include the agency's contact information and hours of operation? If not, you may lose a potential client due to your own carelessness.
Reason six: many tourists want not only to read, but also to see! Text with a photo is always more effective than text without it.
At first glance, these are quite primitive tips, but conduct an experiment, check the conversion of your emails before and after following my recommendations and compare the results.
Just in case, look at the letters that you send to potential tourists and check their text according to the diagram below.
Algorithm for writing letters for tourists
- Greet the client and refer to him by name in the future. The phrases “Good afternoon”, “Hello”, “Greetings” are never superfluous.
- Remember that a person is always pleased to hear (and see) his name. Call him as he introduced himself to you during the telephone conversation. Use the person's name at least three times in the text.
- In the letter, be sure to say your name and remind the tourist exactly when you spoke to him on the phone. It will also be useful to mention the name of your agency.
- Use phrases like “Based on your wishes”, “Based on your criteria for choosing a hotel”, “Based on your budget wishes”... But do not stoop to bureaucracy, try to develop your own list of phrases and always use the most suitable ones for the given moment.
- Let them know that immediately after the end of the telephone conversation you began working on this order. In this way, you will let the tourist know that you did not waste time on nonsense, but worked long and productively.
- List what you did during this period of time, what serious preliminary work you did, in particular:
- selected the most attractive options from the search engine;
- contacted tour operators and checked availability;
- found out the cost of additional services (fuel surcharge, extended insurance, etc.);
- read reviews about this hotel;
- clarified details with familiar managers;
- If you have personally been to a hotel the client is interested in, be sure to share your review; if it was not you, but your tourists, who vacationed there, say so.
- Tell him that you are ready to offer him three hotels to choose from (there is no point in specifying more - it will be more difficult to choose).
- Say that you recommend paying special attention to a particular hotel.
- Warn that this offer is valid at the moment, while there are still places, tickets, etc., but the decision must be made as soon as possible, since you have the same search engine that is used by thousands of travel agencies, and the situation may change greatly fast.
- Write that to make selection easier and easier to read, you created three separate PDF files, which you attached to the letter as an attachment.
- Recommend that the tourist join your VKontakte group or become a subscriber to interesting and current offers posted on your website.
Currently, almost all agencies have rushed to advertise themselves via the Internet. SEO specialists are constantly increasing the cost of their services. But we talked about the fact that you need to be able to stand out. No one has canceled normal human communication: when you look a person in the eyes, you understand him much better than when you write him a message in a chat. That is why I suggest you seriously think about direct contact, without using the Internet. However, contact cannot be reduced to the variant of traveling salesmen. It’s not for nothing that many office doors say that peddlers of any goods are prohibited from entering.
Sell tours in two, or maybe even three stages. Offer options for cooperation, information, barter. Everyone needs rest. And the people who bring water to your office, and the electrician who fixes your air conditioner, and the designer who makes your business cards. Chat, get acquainted, don’t hesitate to ask questions. If a manager cannot or does not want to communicate, then he is not a manager.
Naturally, some will say: “This is not for our agency. We agree with Bill Gates, who said: “In the future, there will be two types of companies in the market: those who are online and those who are out of business.” Naturally, it is stupid to argue with this statement. But we should not forget that standard website promotion costs a lot of money. Attempts to make a website, fill it with content once and do nothing else always ended in failure.
To attract a large number of targeted visitors to your site, you need to ensure that you appear in the first lines of search results. If you don’t want or don’t have the opportunity to pay money for it, I’ll tell you the biggest secret of website promotion. Like everything ingenious, it is extremely simple. It consists of one phrase: “Choose a topic and write about it as often as possible.” That's all. I hope you agree that there is no fundamental difference between promoting a website and a group on a social network.
I just went to Yandex, typed the word “tourism” into the search bar, and this is the result I got:
- “travel agencies” - 38,000,000 documents;
- “Vologda travel agencies” - 511,000 documents;
- “Vologda travel agencies wedding tour” - 194,000 documents;
- “Vologda travel agencies wedding tour Cyprus” - 118,000 documents.
“What follows from this?” - you ask. What follows is this: if the director of an agency in a small Russian city wants to engage in a rather narrow specialization, that is, direct his activities to the sale of wedding tours to Cyprus for city residents, he will need to get ahead of 118,000 previously submitted documents. Is it possible to do this without investing money in Yandex.Direct? Of course you can. You just need to write regularly on this topic.
It is regularity that will allow you to appear in the first lines of search results in three or four months.
There are also many of my namesakes. From German, the surname Schneiderman is translated as “tailor man.” Among them there are quite famous people, for example, French journalist Daniel Schneiderman, Australian essayist Boris Schneiderman and many others. But at the moment, it is I who occupy the first three lines in the Yandex search results. Everything is done in an elementary way. I write and write and write. The search engine sees this and gives me a high ranking.
If this path suits you, choose your niche, analyze how many competitors you have, and try first to advance on some low-frequency queries. You need to take your keyword selection very seriously. The niche should be, as they say, tough for you. Now, if I had the last name Ivanov, then Yandex would produce 28 million documents for this request. Can you imagine the competition? Therefore, until you decide what exactly you are going to promote, you don’t need to do anything. Just saying, I want to promote a site called “Pupkin Travel Travel Agency” is stupid, because no one will look for you using these keywords.
Not a single child can walk, read, or count immediately after birth. Likewise, the site cannot immediately appear on the first lines in the search results.
If you don't intend to write regularly, you have only one option. Make a website for 1–2 thousand rubles and drive traffic to it through paid channels, that is, through paid advertising. Yes, such a site will not be able to be promoted in search engines, but the number of calls to your office will depend solely on the budget you have allocated.
This is why I strongly recommend using other Internet features in parallel with the site. First of all, pay serious attention to social networks. No one is stopping you from having a group in each of them. There is one catchphrase attributed to the singer Madonna: “I don’t care what they say about me, as long as they spell my last name correctly.” I hope you understand perfectly well that for public people to be in the center of attention is very important and necessary.
If there are no scandals, the name begins to be mentioned in the press less and less, and accordingly, popularity falls and box office receipts decrease. It is unlikely that anyone seriously thinks that Ksenia Sobchak, Philip Kirkorov or Masha Rasputina do not want to be involved in another scandal. It’s time for everyone involved in tourism to learn a simple truth. If you want to earn money and have many regular tourists, you just need to be heard. That is, you cannot limit yourself to just placing advertisements.
Ideally, we need your interviews, expert assessments, recommendations, questions, wishes, complaints, requests - wherever you can “shine up.” This will probably seem indecent to some - well, everyone has their own opinion about running a business, and everyone has their own results. If you want to gain exposure, you can start with a simple action: look at your articles that you post on your website or social networks. Check if readers have the opportunity to comment on your texts. If people write reviews on your articles, rejoice - this means that the topic is in demand, that it is interesting to the reader, and they are starting to discuss it.
Understand that you really need even negative reviews. They attract people to participate in discussions, and your group becomes popular. You should be happy and not delete such messages. This benefits you in terms of promoting your site or group. There is a whole category of people who consider themselves the smartest. They do only one thing: surf the Internet and leave their “brilliant” thoughts wherever possible. Moreover, they don’t care what to write, the main thing is to argue with the author. I call such people “provocateurs,” but most of them are simply called “trolls.” I love them very much and I don’t mean anything offensive in this term.
So, if similar types begin to appear on your website or in a group, it means that your online presence is beginning to enjoy success and popularity. If there are no reviews, questions or objections, then you have something to work on. If people start talking about your company, then you are on the right track and your business is growing.
There are quite a lot of such proposals. The fact is that a tourist will have to pay a decent amount if he does not buy a fur coat from a factory affiliated with a tour operator.
Most of all, people like to watch three things: fire burning, water flowing, and others working. This is why so many people gather to watch the firefighters at work.
“An empty steamer knocks on the sea, an empty truck smokes along the street, there is an empty store in the city, and life is in full swing all around, people support each other, speak at meetings, help out, help in work, the knowledgeable teaches the laggard, the elderly pass on to the young, the team gets rid of drunkards, the machine park is constantly being improved and improved, and scientific research meets the highest requirements. And when you turn it on, it doesn’t work. And you don't need to turn it on. This is not all for you. Not for the purpose of being turned on, but for the purpose of doing it.” M. Zhvanetsky.