Regardless of the type of work you’re in, knowing is half the battle. But what does that mean, exactly? It means that, for instance, if you’re a tech company, being aware of what others in the industry are saying and what your competitors are doing is essential for good business practices.
The same can be said for being a travel advisor. When an advisor is first starting out, they pick out their niche—the type of travel they want to sell. As a travel advisor, with more experience comes better pattern recognition and more knowledge about the suppliers you’re working with.
This practice — identifying travel industry trends — is key to running a successful travel business. For one thing, it’s important to know what the suppliers you work with are up to. And for another, it’s a way to show your clients that not only do you have their best interests in mind, but that you spend the time to make sure you’re as informed as possible before you come before them.
There's many ways to identify travel industry trends and level up your knowledge as a travel advisor — here are some suggestions for how to do just that.
Follow Along on Social Media
Travel advisors know as well as anyone—social media is where the action is. Travel suppliers more often than not have a sizable presence on social platforms, where they announce new sales and products as well as new destinations and routes.
As an advisor, it’s important to be mindful of the types of posts the suppliers you work with are making and the things they’re emphasizing. They’re doing so for a reason, and it’s likely clients will then ask about those destinations. Being prepared for those questions will make you look smart about travel industry trends and have customers more likely to book with you.
Plus, the longer you follow along and observe on social media, the more you’ll start to notice how travel brands market themselves. You might just pick up some tips and tricks yourself.
Emerging Destinations
Another key travel trend to watch is the rise of emerging destinations. Travel advisors can naturally get a sense of which destinations are trending based on the types of inquiries they’re getting from clients. But relying on outreach alone would be a mistake. Pay attention to where suppliers are allocating their resources, and don’t be afraid to ask fellow advisors the destinations they’re booking.
Travel Industry Topics
Another way to identify travel industry trends is to look at the ways suppliers are talking about their different initiatives. For example, in the cruise world, sustainability and waste elimination are currently hot topics. If you’re not prepared as an advisor to speak intelligently on the topic when a client mentions it as something important to them, it’s unlikely you’ll make the booking.
Consider setting up Google alerts for key travel industry trends — it can help you stay informed without having to manually search for new information. Simply enter your desired keywords, such as "sustainable travel" or "wellness tourism," and choose how often you want to receive alerts. Google will then send you an email digest with links to relevant articles, blog posts, and other content.
Travel Industry Publications
The travel industry is a big business. And because it’s a big business, there are people whose job it is to cover its past, present, and future. Making sure you’re tuned into industry publications and subscribed to their newsletters is a free method for to level up your knowledge and potentially give yourself a leg up over others in your space. These journalists and reporters are doing half the work for you — it’s your job to go out and find it.
Customer Feedback
Customers can be a valuable source when it comes to identifying travel industry trends. Regularly analyzing customer feedback, reviews, and inquiries can help identify emerging preferences and pain points. Look for common themes or requests in customer comments, and pay attention to any mentions of specific destinations, activities, or amenities. Let this feedback be your compass as you track travel industry trends and use the insights to shape your offers based on solid data.