This is a great article by Mary Jo Salas on Travel Research Online. She talks about the importance of continuing to build a relationship with clients even when they are not actively looking to book travel.
One of the really important things to note is the fact that the cost for gaining a new client is far more than booking a previous client. The existing client has already given you their money before, and has had an experience (hopefully pleasant) with your business. There’s nothing unknown about the process and therefore they are a far better prospect.
Do you follow up with clients that have just returned from a trip? They’ll be in a great mood with memories still fresh in their head; and when they are telling others about how wonderful their trip was, you want to be at the top of their mind to recommend you to friends and family. It’s instant trust and credibility, and referrals don’t cost you a thing.
If you use a CRM, see if you have the ability to tag your data with interests or notes specific to that person. This way you’ll be able to keep an eye out for interesting information you can send to them so they will constantly see you as a valuable asset.
So if you’re looking to increase business, you know where to start looking. Build relationships, and clients will return to discuss further booking.
Read the full article here:
Client retention during the off-season