Prospecting for new clients in a recession can be a daunting task for travel professionals to say the least. Each day we come to work and reach out to customers and corporate accounts that are cutting expenses and eliminating travel. Yet when you study the last four recessions, it is clear that every travel agency is surrounded by prospects that are recession-proof. As travel professionals, we frequently focus on the fact that our existing clients are no longer spending at the levels they did in 2007 and 2008. As a result, we may fail to see new sources of revenue that are close at hand.
Following funerals and liquor stores, weddings are one of the markets that will generate substantial new sales in 2009. According to the latest update from The Wedding Report, the number of nuptials in the United States will actually increase in 2009 from 2008. In fact, over 2,216,000 weddings will take place this year. If you like spending stimulus packages, you'll be pleased to know that in 2009 over $56 billion dollars will be spent by American couples on their weddings.
The good news for the travel industry is that a large block of this year's engagements took place around Christmas and Valentine's Day. So once the dresses are selected and the location for the ceremony and reception is decided, the bride and groom will turn their attention to the details of their honeymoon. In 2009, the average couple will spend just under $4,000.00 on their honeymoon. In fact over a quarter of a million couples will gladly spend over $7,500 on their honeymoon. Travel agents traditionally focus on the big travel that happens after the wedding. Yet in 2009 couples will spend over $390 million just for hotel rooms on their wedding night.
I once took a brief sabbatical from the travel industry to serve as vice president of sales for a large national wedding photography company. What I learned allowed me to return to the travel industry and book more weddings business in an average week than I used to book in an average year. My advice is to immediately start cultivating relationships with professionals who can refer wedding business to you. These key people can serve as your partners in profit for years to come. A great place to start is with the jeweler who provided the engagement ring. Next, focus on building connections where wedding gowns and bridesmaid dresses are purchased. One of my best investments in time was spending every Saturday during the months of January and February in the busiest bridal stores across the country. I arranged with the owner to pay a commission on any business I booked from their customers and prospects alike. I found that generally the bride, mother, and maid-of-honor remained focused on finding just the right dresses. Frequently, however, the father of the bride was present, but seemed isolated from the shopping. I booked the most business by focusing on these lonely dads. After spending time with the fathers, they would in turn share positive information about my services with the bride and groom. In short, they became walking talking billboards for my company.
During the work week focused on establishing relationships with hotels and special venues where the reception might take place. Next seek out restaurants and country clubs where the engagement parties are traditionally booked. Do not forget to network with pastors, limousine companies and tuxedo rental stores.
Bill Todd is a high energy, humorous, motivational speaker and sales trainer with over a quarter century of front line sales, marketing, customer service and advertising experience. He is the co-author with Stephen Covey of Speaking of Success. Todd is a proud member of the National Speakers Association and was listed in the 2009 edition of Who's Who in Professional Speaking
Prior to launching his speaking and training career, Todd served as vice president of sales and marketing for Marriott International's Corporate Lodging Division. Bill Todd also served as vice president, sales and industry marketing for 5000 + franchisees of Choice International. Todd's advice and insight on marketing, sales and customer service has frequently been featured on United Airlines' In-flight Business Channel and Selling Power Magazine. To contact the author: email- BTodd@BTodd.com or call -301-633-5856. Or visit his website http://www.BTodd.com
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