Unlock the secrets to sustainable sales with these three travel marketing strategies that will help you create a second (or third, or fourth) wave season for your travel business.

Originally posted April 2020; updated August 2024

We’ve discussed in the past the concept of creating a second (or even third and fourth) wave season. Now more than ever, we believe this concept is something that we as agents REALLY need to consider. As we all know, the pandemic hit our industry hard in the middle of our busy season—something that we’ve rarely seen before. For most of us, business came to a screeching halt as we addressed fears, questions, cancellations, re-bookings, and more.

Whatever the case, it’s imperative that we know the key concepts to make a second (or third or fourth) wave season a possibility.

With that in mind, here are our top three strategies for creating a second wave season.

Strategy 1: Anticipate Your Business Cycles

In our industry, the concept of cycles is crucial. Typically, the first quarter (Q1) of the year is our busiest time, filled with inquiries, bookings, and the excitement of new travel plans. However, this often leads to what we refer to as being “too busy to be successful.” What do we mean by that? During these peak times, it’s easy to get caught up in the day-to-day tasks and overlook the essential activities (like marketing) that are vital for sustaining business throughout the rest of the year.

The Importance of Continuous Marketing

When business is booming, it’s tempting to focus all our energy on immediate needs, such as closing sales and managing client expectations. While these tasks are undoubtedly important, neglecting marketing efforts during busy periods can often lead to gaps later in the year. If we don’t maintain a steady flow of marketing activities, we may find ourselves scrambling to fill our books during the off-season.

Understanding the ‘Rule of Seven’

One key concept to keep in mind is the ‘rule of seven.’ This marketing principle suggests that a potential client needs to see your brand or message at least seven times before they take action.

Let’s be honest, it’s probably more than that, given our fast-paced, digital world.

Regardless of how many touches you need, the point is still the same: consistent marketing ensures that your brand remains visible and memorable across multiple touchpoints.

This means consistently marketing, even when it feels like there’s too much on your plate. It’s not just about being seen, but being seen enough times to build trust and recognition. Whether through email campaigns, social media posts, or targeted ads, maintaining a presence is key to converting interest into bookings.

Strategic Planning for Slow Times

To successfully navigate your travel business cycles, it’s essential to plan ahead. Anticipate the slow times and use those periods to ramp up your marketing efforts. Consider what promotions, content, or campaigns you can launch to attract attention during the lulls. This could involve revisiting your marketing calendar, identifying key dates and events that align with your audience’s interests, or preparing a campaign in advance so you can launch when the time is right.

Think of slow periods as an opportunity to refine your existing marketing strategies. Experiment with new approaches, whether it’s testing different types of content, exploring new advertising platforms, or exploring different ways to engage with your audience.

Be patient, consistent, and willing to assess what’s working and what’s not. Most importantly, give yourself room to fail. Testing is an essential part of the process, and not every experiment will be a home run. Additionally, each failure provides valuable insights that can be used to optimize your future efforts.

Strategy 2: Switch to Multifaceted Marketing

Relying on a single marketing channel is no long sufficient. While it’s great if you’ve found success through one method—be it social media, direct mail, or a referral program—putting all your marketing eggs in one basket can limit your potential for growth.

The Power of Layered Marketing Strategies

Multifaceted marketing is about creating a layered approach to your brand building efforts. By leveraging different platforms and methods, you increase the chances of connecting with your audience at various touchpoints throughout their decision-making process. Each channel has its strengths, and when combined, they can work together to create a cohesive and powerful marketing strategy.

For example, while social media is excellent for engagement and brand awareness, email marketing can be more effective for direct communication and conversions. Direct mail, on the other hand, adds a tangible element that can stand out in today’s digital world, while a well-executed referral program can harness the power of word-of-mouth recommendations. By blending these different approaches, you create multiple avenues for potential clients to discover and interact with your brand.

Reaching a Wider Audience

The goal of multifaceted marketing is to ensure that you’re reaching your target audience wherever they are, whether they’re scrolling through Instagram, checking their inbox, or reading a postcard in their mailbox. Different people prefer different methods of communication, and by diversifying your marketing efforts, you increase the likelihood of your message resonating with a broader group of potential clients.

This approach also allows you to hedge against the risks associated with relying on a single channel. For instance, if one platform’s algorithm changes or a particular method starts to lose effectiveness, you won’t be left scrambling to find new ways to reach your audience. Instead, you’ll have multiple strategies already in place, ensuring your business remains resilient and adaptable.

The Importance of Testing and Adapting

This approach isn’t just about trying everything at once—it’s about strategically testing different options and adapting based on what works best for your business. Yes, this does mean you need to have a willingness to experiment, track your results, and make adjustments as needed. But the end result means finding the right mix that aligns with your goals and resonates with your audience.

Strategy 3: Don’t be Afraid to Get Help

Running a successful travel business requires wearing many hats, but that doesn’t mean you have to do everything on your own. As agents, it’s not our job to know everything—it’s our job to know where to find the answers and who to turn to for support. Recognizing when you need help and being willing to seek it out is a crucial part of being an effective CEO of your business.

The Value of Your Time

Time is one of your most valuable resources, and how you choose to spend it can significantly impact the success of your business. If you find yourself getting too bogged down in tasks that don’t align with your strengths or consume too much of your time, consider outsourcing or seeking professional assistance. This could involve hiring a marketing expert, bringing on an assistant, or investing in tools and software that streamline your processes.

For example, marketing is an area where many agents struggle because it requires a combination of creativity, strategy, and technical know-how. If you’re spending hours trying to figure out the latest social media algorithms or design a new campaign, that’s time you could be spending on client relationships or other areas of your business where you excel. By delegating these tasks to someone with the right expertise, you can focus on what you do best while ensuring that your marketing efforts are handled effectively.

Avoiding Overwhelm

It’s easy to fall down every marketing rabbit hole; from learning new platforms to keeping up with trends and best practices, the sheer amount of information can be overwhelming. This often leads to a state of paralysis and nothing gets done because it feels like there’s just too much to tackle. If you’ve ever felt this way, you’re not alone—and it’s a clear sign that it’s time to get help.

Whether it’s hiring a consultant, joining a mastermind group, or participating in a specialized training program, getting the right support can make all the difference. It allows you to gain clarity, stay focused, and execute your marketing strategy with confidence. More importantly, it prevents you from burning out, which can happen when you try to do everything yourself.

Empowering Yourself Through Delegation

Remember, seeking help isn’t a sign of weakness—it’s a smart business decision. By empowering yourself to delegate tasks and seek out expert guidance, you’re taking control of your business’s future. You’re ensuring that you’re using your time and talents in the most effective way possible, while also leveraging the skills of others to fill in the gaps.

Whether it’s hiring, outsourcing, or investing in your education, taking this step can lead to significant growth and a more sustainable business. After all, the most successful entrepreneurs understand the importance of building a strong support system and aren’t afraid to reach out when they need it.

By anticipating business cycles, diversifying your marketing efforts, and recognizing when to seek help, you can position your business to sustainably thrive, even the most challenging (or slow) times. Implement these approaches, and you’ll be well-equipped to build a strong, resilient business ready to seize the next wave of travel demand.

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