Becoming a niche travel expert can be a great way to expand your business. ASTA reached out to our membership to find out what the top niches were from a sales and a client-base perspective. We asked how agents became an expert in that niche and which niches they expect to grow in the future. Agents also told us the marketing techniques that were most effective for their niches.

1. 1
Understanding Niche Travel
from an Agent’s Perspective
ASTA Webinar – April 30, 2014

2. 2
Covered in this Webinar
© ASTA 2014
 Top Niches
 Niche Sales and Size
 How Niches Are Marketed
 Most Lucrative Niches Currently and in the Future
 Marketing Tools Provided By ASTA
 Finding ASTA data

3. 3 © ASTA 2014
Top Niches

4. 4
73% of Agents Report That Niches Are Important to Their
Business
Most Important
Niche Market(s)
ALL
Respondents
Most Important
Niche Market(s)
ALL
Respondents
Cruise (Ocean) 32% Religious/Pilgrimage 3%
All-Inclusives/Resorts 26% Culinary 2%
Luxury 21% Gay & Lesbian (LGBT) 2%
Tours 14% Senior/Mature Adults/Disabled 2%
Group 13% Meetings/Planning Events 2%
Destination Specialist for One Country,
Region or City
13% Student/Youth 2%
Cruise (River, Canal) 12% Asian-Americans 1%
Destination Weddings and Honeymoons 10% Hispanic-Americans 1%
Disney 10% Nature/national parks 1%
Family/Multi-Generational 8% Volun-tourism 1%
Managed Corporate Travel 7% Green/Sustainable Travel 0.3%
Un-Managed Corporate Travel 6% Medical 0.3%
Cultural, Heritage & Educational 6% Spa/Fitness 0.3%
Adventure 5% African-Americans 0.0%
Safari 5% NA - Leisure Generalist Only 27%
Incentive Travel 3%
© ASTA 2014

5. 5
Top Niches Are as Expected When Sorted By Agency Type
Top 20 Niches Only
ALL
Respondents
Independent
Agent (incl. ICs)
Retail Leisure
Agency (70%+)
Corporate
Agency (70%+)
Cruise (Ocean) 32% 46% 28% 4%
All-Inclusives/Resorts 26% 23% 29% 13%
Luxury 21% 21% 22% 25%
Tours 14% 15% 15% 0%
Group 13% 10% 14% 21%
Destination Specialist for One Country,
Region or City
13% 15% 14% 8%
Cruise (River, Canal) 12% 15% 13% 0%
Destination Weddings and Honeymoons 10% 7% 13% 0%
Disney 10% 11% 10% 0%
Family/Multi-Generational 8% 11% 9% 0%
Managed Corporate Travel 7% 0% 2% 54%
Un-Managed Corporate Travel 6% 3% 2% 33%
Cultural, Heritage & Educational 6% 6% 5% 0%
Adventure 5% 5% 5% 0%
Safari 5% 5% 5% 0%
Incentive Travel 3% 1% 4% 8%
Religious/Pilgrimage 3% 3% 2% 8%
Culinary 2% 4% 2% 0%
Gay & Lesbian (LGBT) 2% 2% 2% 4%
© ASTA 2014

6. 6
Hawaii, Europe, Italy and UK Top Niche Destinations
Top 20 Niche Destinations
% Share of
Responses
Hawaii 8%
Europe 5%
Italy 5%
United Kingdom 5%
France 3%
Ireland 3%
Mexico 3%
New Zealand 3%
South Pacific 3%
Australia 2%
Austria 2%
Caribbean 2%
India 2%
Scotland 2%
South America 2%
Southeast Asia 2%
Sri Lanka 2%
Switzerland 2%
Walt Disney World/Orlando 2%
Africa 1%
© ASTA 2014
52 separate destinations
were listed as a niche
destination.

7. 7 © ASTA 2014
Niche Sales and Size

8. 8
Some Agencies Very Dependent on Niche Sales
Niches
Extremely
Important (more
than 75% of sales)
Niches
Extremely
Important (more
than 75% of sales)
Hispanic-Americans 50% Incentive Travel 18%
Asian-Americans 50% Tours 17%
Religious/Pilgrimage 44% Disney 16%
Un-Managed Corporate Travel 44% Meetings/Planning Events 14%
Student/Youth 40% Adventure 13%
Senior/Mature Adults/Disabled 33% Culinary 13%
Destination Specialist for One Country, Region or
City
30% Family/Multi-Generational 12%
Group 29% Cruise (River, Canal) 10%
Cultural, Heritage & Educational 28% Green/Sustainable Travel 0%
Safari 27% Gay & Lesbian (LGBT) 0%
Luxury 26% Medical 0%
Destination Weddings and Honeymoons 25% Volun-tourism 0%
Managed Corporate Travel 24% Nature/national parks 0%
All-Inclusives/Resorts 22% Spa/Fitness 0%
Cruise (Ocean) 20%
© ASTA 2014

9. 9
Sales Importance Varies from Niche to Niche
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Extremely Important (more than 75% of sales) Very Important (50% - 75% of sales)
Important (25% - 50% of sales) Moderately Important (10% - 25% of sales)
Not Important (less than 10% of sales)
© ASTA 2014

10. 10
Business Decision Primary Reason for Many Agencies in
Choosing a Niche
Personal interest/passion of
myself or other staff person
Business decision based
on the market
Started after myself and/or
other staff received a
"certificate"/completed a course
Green/Sustainable Travel Medical Student/Youth
Meetings/Planning Events Spa/Fitness Hispanic-Americans
Volun-tourism Asian-Americans
Nature/national parks
Culinary
Gay & Lesbian (LGBT)
Disney
Volun-tourism
NA - Leisure Generalist Only
Cultural, Heritage & Educational
© ASTA 2014

11. 11
Involvement is Based on a Variety of Reasons For Most
Niches
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Other
Started after myself and/or other staff received a "certificate"/completed a course
Business decision based on the market
Personal interest/passion of myself or other staff person
© ASTA 2014

12. 12
Small Client-Bases Is the Norm for Most Niches
1-500 clients 500-1,000 clients 1000 - 5,000 clients
Culinary Senior/Mature Adults/Disabled Volun-tourism
Green/Sustainable Travel Religious/Pilgrimage Hispanic-Americans
Medical Gay & Lesbian (LGBT) Managed Corporate Travel
Meetings/Planning Events
Spa/Fitness
Safari
Adventure
Cultural, Heritage & Educational
Family/Multi-Generational
Disney
Cruise (River, Canal)
Luxury
Nature/national parks
Un-Managed Corporate Travel
Tours
Destination Weddings & Honeymoons
All-Inclusives/Resorts
Cruise (Ocean)
Incentive Travel
Group
Student/Youth
Destination Specialist
© ASTA 2014

13. 13
Client-Base for Most Niches Is Small with Some “Large”
Exceptions
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1-500 clients 500-1,000 clients 1000 - 5,000 clients 10,000 + clients
© ASTA 2014

14. 14 © ASTA 2014
How Niches Are Marketed

15. 15
Word-of-Mouth Top Marketing Method for Niche
88%
39%
34%
28%
23%
12%
10%
6%
22%
4%
0% 25% 50% 75% 100%
Word of Mouth/Referrals
Social Media (facebook, linkedin, twitter, etc.)
Community Groups (church, clubs, civic organizations)
Print Ads
Consumer Shows/Expos (Wedding Expos, NY Times…
Blog
Consumer Social Media (join online consumer-based…
Banner Ads
Other
NA - Do market niche expertise
Top Methods for Marketing Niche Experience
© ASTA 2014
Top Marketing Methods for General Agency
Marketing
Customer referrals
Networking
Direct Mail
Website (agency's own site)
Open house/Mixer at agency
Seminars/Presentations at retirement homes,
clubs, etc.
Local events (bridal shows, festivals)
Email marketing
Print advertising - local
Yellow pages - print
Source: ASTA Marketing & Customer Retention Report

16. 16
Methods of Marketing Shift Based on the Niche
82%
61%
60%
59%
20%
20%
0%
0%
0% 50% 100%
Community Groups (church, clubs,
civic organizations)
Word of Mouth/Referrals
Social Media (facebook, linkedin,
twitter, etc.)
Print Ads
Consumer Social Media (join online
consumer-based groups)
Consumer Shows/Expos (Wedding
Expos, NY Times Show, Travel…
Blog
Banner Ads
Top Methods for Marketing
to Hispanic Travelers
80%
61%
39%
34%
32%
11%
7%
5%
0% 50% 100%
Word of Mouth/Referrals
Community Groups (church, clubs,
civic organizations)
Social Media (facebook, linkedin,
twitter, etc.)
Print Ads
Consumer Shows/Expos (Wedding
Expos, NY Times Show, Travel
Adventure Show, etc.)
Blog
Banner Ads
Consumer Social Media (join
online consumer-based groups)
Top Methods for Marketing
to Destination Niche
© ASTA 2014

17. 17
Print Still Very Popular Vehicle For Agencies
Most Effective Marketing Vehicle
% Share of
Responses
Most Effective Marketing Vehicle % Share of
Responses
Print Ads (newspaper, church bulletins,
yellow pages)
15% Online Ads (including Google Adwords) 2%
Direct Mail 11%
Customer Relations (contact with current
clients)
1%
Website 9% Flyers 1%
Emails 9% TV/Radio Commercials 1%
Sales Calls 8% Newsletter 1%
Community Involvement (clubs, chamber,
networking, booth, fairs)
5% Display Ad at Agency (sign, window display) 1%
Social Media 3% Billboards 1%
Facebook 3% Bridal Shows 0.3%
Phone calls 2% Blog 0.3%
Events (cruise nights, open houses,
presentations)
2% Wrapped vehicle 0.3%
Consortium Marketing 2%
© ASTA 2014

18. 18
Half of Agencies Have a Marketing Plan – Real Advantage
for Those That Do
40%
11%
21%
20%
9%
0% 20% 40% 60%
Yes, a general plan
Yes, a plan with specific targets
No, but will develop a plan in the future
No, do not see the need
NA - not applicable to business model
Agencies That Have or Have Not a Marketing Plan for Their Niche(s)
© ASTA 2014
Marketing Plan Addresses Niche
Marketing Specifically
% Share of
Responses
Yes 71%
No 29%
Note: Asked only of those who indicated they have a plan

19. 19 © ASTA 2014
Most Lucrative Niches Currently
and in the Future

20. 20
Luxury, All-Inclusives and Cruise (River & Ocean)
Considered Most Lucrative
Most Lucrative Niche for Agencies
% Share of
Responses
Most Lucrative Niche for Agencies
% Share of
Responses
Luxury 14% Gay & Lesbian (LGBT) 1%
All-Inclusives/Resorts 11% Africa/Safari 1%
Cruise (River, Canal) 11% Senior/Mature Adults 1%
Cruise (Ocean) 10% Europe 1%
Groups 7% Disney 1%
Weddings/Honeymoon 7% Hawaii 1%
Tours 6% Cultural, Heritage & Educational 1%
FIT 4% Australia/South Pacific 1%
Family/Multi-Generational 4% Medical 1%
Managed Corporate Travel 3% Religious/Pilgrimage 1%
Destination Specialists 3% Asian American 0.4%
Adventure 3% Dive Travel 0.4%
Managed Corporate Travel 3% Motorcoach Tours 0.4%
Luxury Cruises 2% Nude resorts 0.4%
© ASTA 2014

21. 21
Agents Expect Strongest Growth for Luxury, River Cruises,
Family and Multi-Generational Niches
Niche Markets Most Likely to
Grow in the Future
% Share of
Responses
Niche Markets Most Likely to
Grow in the Future
% Share of
Responses
Luxury 11% Gay & Lesbian (LGBT) 3%
Cruise (River, Canal) 9% Incentive 3%
Family 6% Senior/Mature Adults 2%
Multi-Generational 6% Cultural 2%
All-Inclusives/Resorts 5% Destination Weddings 2%
Adventure 4% Exotic 2%
Group travel 3% Managed Corporate Travel 2%
Cruise (Ocean) 3% Tours 2%
Active seniors 3% Medical 2%
© ASTA 2014

22. 22
Marketing Tools Provided by ASTA
© ASTA 2014

23. 23
Reinvigorating Your Sales Force & Planning Marketing
Sales & Marketing Course
© ASTA 2014

24. 24
Pushing Consumer Traffic to your TravelSense Profile
TravelSense.org per month
Visits 66,082
Unique Visitors 31,313
© ASTA 2014

25. 25
Facebook Messaging - Share on Your Facebook Page
© ASTA 2014
https://www.facebook.com/ASTATravelSense
https://www.facebook.com/AmSocTrvlAgents

26. 26 © ASTA 2014
Finding ASTA data

27. 27
ASTA Website www.asta.org/research
© ASTA 2014

28. 28
YouTube http://www.youtube.com/user/astasvideos
© ASTA 2014

29. 29
Slideshare http://www.slideshare.net/mteates
© ASTA 2014

30. 30
Dateline ASTA Weekly
© ASTA 2014

31. 31
My Upcoming Webinars - Consumer Research
May 21, 2014
Webinar - Messaging for Targeted Marketing to
Consumers
2pm ET
June 11, 2014
Webinar - Understanding Business Travelers Who Use
Travel Agents, Those Who Don’t and Those Who Plan to in
the Future
2pm ET
July 16, 2014
Webinar - Understanding Consumers Who Travel: A
Demographic Overview of Known Travelers in the U.S.
2pm ET
© ASTA 2014

32. 32 © ASTA 2014
For Follow-up Questions:
Melissa Teates
703-739-6983
mteates@asta.org
You can also contact me on LinkedIn.