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If you've been reading TEG Weekly for a while, you know this has been a year of change and uncertainty.
The luxury travel industry has taken hits from every direction, and our businesses have had to evolve, or even reinvent their services, to protect the bottom line.
That has been true for me too. Alongside writing this newsletter, I've built other services to help this community.
Funny enough, every one of them began with a favor.
Someone asked if I could write their newsletter. I said yes, and Newsletter Ghostwriting was born.
A friend in the industry wanted help with Instagram. My team takes care of it today, so I opened Social Media Management to this community.
Then a hospitality CEO asked for thought leadership articles and LinkedIn posts. I agreed, and Authority Ghostwriting began. It's open to the luxury travel community, too.
Those services are still here. But this year, the questions I was hearing began to change.
They sounded like this:
Who is my ideal client, and why would she choose me?
Where should I be seen so she finds me?
How do I present what I offer so it feels worth what I charge?
It's like planning a trip. Adding more stops won't make it better if the client hasn't decided where she wants to go, or how she wants to feel along the way.
I've spent my career working on questions like these. I started in marketing at Fortune 500 companies including Unilever and PepsiCo, then ran my own marketing agency. From 2008 to 2018, I ran Quintessentially Mexico. And Lifestyle Travel Network, my own travel agency, recently celebrated its 15th birthday.
So about three months ago, I began building something new: M.A.P., the Marketing Advancement Program for Luxury Travel Businesses.
M.A.P. is an eight-week private program. We look closely at your business, find the marketing constraint that matters most, then build the strategy and assets and put them to work. You leave with a 90-day plan.
It's a different kind of help from the services I built around individual requests. The aim is to work out what your marketing needs before deciding what to do more of.
I've put the details in a short Offer Doc, below, if you're curious.
If you're curious, reply MAP and I'll send you more details on the program.
Your marketing should make it easier to grow your business.
Alex
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