Module 2: The Joy Of Saying "No"

Understanding Your Customer

Here is a scary thought: trying to sell to everyone is the fastest way to sell to no one. If you try to appeal to a budget backpacker and a luxury honeymooner at the same time, you end up confusing both of them.



The most successful travel businesses are specialists, not generalists. When you know exactly who you are talking to, your marketing becomes easy. You stop guessing what to write and start answering their specific problems. This is about finding your "Avatar" - the dream client who pays on time, values your advice, and tells their friends.

Actionable Steps

Create Your Avatar:

Don’t just list demographics (e.g., "Women aged 40-50"). Give them a name. Let’s call her "Luxury Linda." What car does she drive? What worries keep her up at night? (e.g., "The hotel won't look like the photos"). Write all your content for Linda.

The "You" Count: Go to your homepage. Count how many times you say "We" or "I" versus how many times you say "You." If you talk about yourself more than you talk about them, flip the script.

Free Online Resources

Top Tips from the Big Players

Look at Mr & Mrs Smith: They know their audience is style-conscious and affluent. Their language is curated, whispered and exclusive.

Look at Hostelworld: They know their audience wants fun and social vibes. Their language is energetic, casual and focuses on "meeting people."

The Lesson: Pick a lane and stay in it. Don't be afraid to alienate the people who aren't your customer.