Marty Sarbey De Souto

Are you trying to be all things to all travelers? Offering tours that have a little of this and a little of that in the hopes that everyone on the trip will find something of interest? That’s one way of looking at it – offering a series of trips to varying destinations and of various lengths and costs so that there’s something for everyone.

But there’s another way – and a way that’s being proven very popular – and that’s to tailor certain trips to certain folks. It’s referred to in the trade as “special interest travel” and it requires your doing some solid market research on your potential market BEFORE you ever put pen to paper in drawing up an itinerary. And the beauty of it is that it narrows down your marketing scope and expense instead of scattering your marketing budget to the winds.