Convert Travel Shoppers Into Sales – 3 Laws of Travel Consumers

In the first article, Tourism Marketing Success – Double Your Sales in 4 Simple and Profitable Steps, we looked at the power your written and verbal marketing communications has to increase or smother your tourism sales.Big Fat Warning!Do not rely exclusively on graphic artists, designers and web technicians to create your marketing brochures, websites, videos, and trade show stands, etc.This can be a costly mistake.They are artists and technicians – not sales and marketing experts.Good news.Follow the tips outlined here, based on the popular travel business & hospitality marketing guide Tourism Marketing Success and you and your team can learn and apply proven “buying triggers” that will compel more prospects to e-mail, call and become your clients.The Three Laws of Travel Prospects¬©Today’s travel consumers, especially in active travel or exotic locations, want to know three critical things fast about your business or tourism destination before they give you a booking:1. That others have traveled before them; meaning your company has experience doing what it says it does.2. That other people had a good time; meaning you offer exceptional service, fun and educational experiences to exciting places.3. That nobody died; meaning you run safe operations.Because the world is so accessible, ever changing, and occasionally volatile, would-be prospect must have their basic concerns addressed before they can choose your company or destinations. Price, length of stay, and types of activities, etc. is a secondary purchasing decision after core safety and experience needs are met.The First Key Element To CommunicateIf you were looking to book a group on a rafting vacation, and you didn’t know either of these companies, whom would you call first?1. Joe’s Jolly Jaunts2. Reba’s Rafting Rides – Since 1968, Over 147,000 Delighted GuestsMost would call Reba, because the top questions of her experience and credibility have been answered in only three seconds. Clearly the Reba’s Rafting Rides with so many happy guests and twenty-eight years operations answers the “Three Laws of Travel Prospects” fast; many traveled before you, had a good time and nobody died.Joe’s Jaunts proudly started last month awaits their first group, pretty sure they will do a good job.Are you ready to be the first…?Everyone wants to know that the company they contacted has experience, credibility and their safety is your top concern -before they make a purchasing decision.It does not matter if you are booking or supplying college alumni rafting trips on advanced class IV rapid in Zambia or a church birding cruise in Baja, Mexico. Apply this simple yet powerful “psychological trigger” and your travel marketing will yield more profits and arrivals guaranteed.Credibility Sells More TravelThe first step to prove your expertise is called the Credibility Statement¬© (CS).Here are five of the twelve effective methods to communicate your credibility and sell more group travel.This includes your:1. Number of guests2. Years of professional experience or company operations3. Awards and recognition4. Testimonials – clients and media5. Endorsements by known associations or celebritiesDo Not Bury Your Secret Travel Sales WeaponDo not bury this important proof of credibility deep in your website, brochure or video. The sad truth is, few time-challenged travel shoppers will make it that far. It is SUPER IMPORTANT to make your Credibility Statement very conspicuous. I recommend the upper left-hand corner of all your marketing materials, because that is how we were trained to read. Use your video voice over, top of cover letters and even on the outside of envelopes. You can’t over emphasize credibility too much.In the next article, learn the 2nd secret of successful tourism marketing communications, the “Defining Headline”¬©. If you want to sell more travel on your website, trade shows, advertising and in your brochure, you cannot afford to miss this highly profitable and mostly overlooked travel sales secret.