I went to high-school in Northern Bergen County, New Jersey.  Lush hills, lots of homes, estates and buildings all converted into classrooms.  Penny loafers, chinos and blue blazers. You get the picture; preppyville.

 This past Saturday, I went to my 25th reunion, expecting to hear about the horrors of the economy and the impact on everyone’s travel plans…. But wait…. You’re going where? The Maldives? When? In a couple of weeks?   And you? You’re going to Australia? In a month?  And you… you’re just planning a trip to China for February?

 Wait.  What’s going on here?  I thought no one is going to travel?  Apparently not everyone in the luxury market got the memo that travel should be curtailed (okay, the Wall Street guys did, but not everyone works on Wall Street.)  Doctors, lawyers and other professionals are taking vacations. I’ll tell you what though; everyone is looking for value, bargains and unique experiences.  They’re not necessarily looking for “cheap” mind you, but they are looking for a good deal.

 What’s a travel specialist to do?  I like what Warren Buffet says regularly “Be fearful when others are greedy, and be greedy when others are fearful.” Many are retreating now, cutting marketing expenses. Yet, on TV, I see one Perillo Tours ad after another.  (I should add they’re also advertising Hawaii and Israel, not just their core Italy product!) In shrinking NY Times Travel sections, I continue to see full page Liberty Travel ads. Why do you think that is?  Simple; these companies are getting more bang for their buck.  Fewer companies are advertising so they’re getting more exposure then they normally would.

 So, am I suggesting you run out and place full-page ads in the newspaper or run TV spots? No. However, now is a great time to build your database with high-intent travelers.  Give them advice, offer suggestions on new and interesting places, start a rapport (and eventually a relationship with them).  Get a good mix of luxury, adventure and senior travelers (in the theory of not keeping all your eggs in one basket).

Is everyone going to BUY from you this week?  No. But gather everyone’s name and travel preferences. Start marketing to them and KEEP marketing to them in a tactical targeted fashion. Sooner or later, they’ll be ready to take a trip and if you’ve done everything correctly, it’ll be your unique trip suggestion that got them traveling.  One piece of advice though; be pertinent with your information. Are you a Vegas specialist? Then you’d better be telling them about all the specials and discounts available at hotels, shows and even restaurants.  Are you a Hawaii specialist? Then you’d better be mentioning the great deals available.  Are you a family reunion specialist? Then you’d better be talking about the family reunion trend happening in the Caribbean.   Now is not the time to regurgitate official rates. Get in there and “kick it up a notch” when it comes to offering specials and unique, affordable trips.  Finally, remember that even the luxury market is looking for good values.