Why We Don’t Actually “Sell” Travel

I use the term “sell” in this post loosely because I believe that there’s no such thing as “selling” travel. Here’s why.

When someone “buys” a trip, they are looking to get something out of it beyond an itinerary that aligns with their interests, logistics, or past preferences.

Just like when we buy anything, such as new fitness equipment, a brand new little black dress, or a popular inspirational book, we are giving over our money in exchange for a certain outcome, change, result, a feeling, or a transformation.

It’s the same with traveling.

Going on a trip, even just the booking and planning phase of it, provides us with a level of satisfaction, joy, fulfillment, excitement, and meaning that we crave on a deeper level. There are studies that speak to that.

But how do you “sell” travel without being salesy?

You want to speak to the desires, needs, dreams, and pain points of your ideal clients. That’s why it’s essential to know who your ideal client is in the first place.

Travel is very personal and it’s emotional and that should reflect in your marketing.

What we have seen in tourism marketing to this day are blanketed statements about travel and consumers. We assume that talking about the same trip, destination, or experience applies to everyone but, they don’t.

Travel means and provides something different to each of us and every time that we go on a trip, we are a different person who is at a different point in our life or our needs have changed.

Instead of selling the features of a destination, cruise ship, resort, or a hotel, understand your ideal client first then align or match a destination or an experience with their needs and desires.

It’s an experience and feelings-first approach.

For example, for someone who is overwhelmed in their busy work-life, who is also a busy mom that puts everyone else before herself, and she feels like she’s at a crossroads in life, suggesting a destination where she can go off-of-the-beaten-path, spend time in nature self-reflecting, relax near a body of water, immerse herself into another culture, and where she can socialize with like-minded people may be a better fit for her than a generic trip to a beach with palm trees and has great shopping.

Next time that you go on a trip, ask yourself, why are you really going? Think about why your clients might be drawn to a certain destination or experience. Get creative, get emotional, and get personal in your marketing.

Blog post by: Sahara Rose De Vore, Founder and CEO of The Travel Coach Network