When you run your own business it’s easy to get bogged down in the day to day stuff. The work that needs doing for your customers, the next Facebook post or when you need to get your books off to the accountant.
We all know that our businesses would fall flat if none of it got done. But what if you’re so tied up with it all that you miss the bigger picture? Here’s why it’s important when you’re running a travel or hospitality business.
The next big thing and how you can use it
What is the next big thing in travel? I’ve registered to go to the World Travel Market expo in London this November and if the conference programme is anything to go by, it’s sustainable tourism. That might not seem particularly relevant to your business if you run a hotel in the Midlands, but think again. There are always ways to adapt your marketing to reflect new trends. Show how your business supports environmental issues. Maybe you source all your produce from a local supplier. If you’re a travel agency, do you work to prevent over tourism or to help your customers reduce their carbon footprint?
Of course, the next big thing could be something completely different for you. You could be ahead of the game in offering new technologies to your business customers. Or perhaps you’ve introduced a way to make booking easier.
What do your customers want?
Your customer should always be at the heart of your marketing. Telling them about things they like helps them to feel that you understand them. That’s not to say that you should never talk about new topics. Your customers may not give a stuff about the environment but they will if you tell them about it in the right way.
You can also take the same approach to helping people book their holiday. Some people love the familiarity of going to the same place every year. Others just want their two weeks in the sun. If you’re the first person to tell them about an up and coming destination you could end up with a lifelong fan. Imagine how delighted they’ll be when you find them a gorgeous hotel on a deserted beach that no one else has discovered yet.
Innovate or die
Staying ahead of the curve when it comes to the next big thing might not just win you fans. It could also save your business. If you can anticipate what’s coming next you can adapt to it. You might have been catering to the same clientele, or sending people to the same places for years. What happens if they suddenly fall out of favour?
Sadly, there’s an increasing possibility that your most popular destination could be hit by a terrorist attack. Being ready with an alternative could make the difference between your business succeeding and failing.
So, what is the next big thing for your business? If you don’t know, how will you find out?
Leave me a comment and let me know. If you’re heading to World Travel Market, please get in touch – it’s my first time and I’d love to meet up.