一位旅行顾问如何从出售婚礼到米茨瓦假期
byDenise Caiazzo/旅行顾问艾伦·帕德森(Ellen Paderson)在2006年就有一个绝妙的主意,从那时起,它就已经获得了黑意号的回报。
通过微笑和迈尔斯旅行社,她已经成功安排了目的地婚礼了几年。然后,她读了一篇关于一个男孩在USVI圣托马斯的犹太犹太教堂庆祝他的米兹瓦(Mitzvah)的文章,这引发了一个关于她如何将自己的技能和经验在目的地婚礼上运用新的利基市场的想法。在那一瞬间,米茨瓦(Mitzvah)假期诞生了。
Bar Mitzvah Vacations成立于2006年,专门从事目的地酒吧和蝙蝠礼。这些是家庭旅行经历,包括对犹太男孩或女孩的成年仪式的庄严遵守。帕德森(Paderson)在加勒比海,欧洲和美国的犹太教堂以及邮轮上安排了这些千载难逢的庆祝活动。
满足开箱即用的需求
帕德森(Paders)蓬勃发展的原因之一是,她创造了一种独特的专业,以开箱即用的方法满足大型市场领域的需求。
“Families are looking for alternatives to traveling to Israel for this type of event,” says Ellen Paderson, owner of Bar Mitzvah Vacations. “Being Jewish, I understand the challenges that a child may encounter in preparing for a bar/bat mitzvah. A boy or girl may have special learning needs or a heavy sports schedule, for example. I offer simpler options to these families, which can reduce the stress of preparing for the event.”
Another travel trend working in Paderson’s favor is the fact that multigenerational travel has been strong. Destination bar/bar mitzvah events fit perfectly into this travel bucket. Generally smaller than home-based celebrations, destination bar/bat mitzvahs offer a more intimate and relaxed time for parents, children, grandparents, cousins, and close friends to bond. In addition, blended families, those unaffiliated with a synagogue, and non-traditional family groups can partake in the festivities.
就像目的地婚礼一样,目的地酒吧和蝙蝠礼也是常绿产品,总会有很高且一致的需求。
有意义的旅行引起共鸣
有意义的旅行的想法在我们的大流行世界中引起了共鸣 - 目的地酒吧和蝙蝠礼再次交付。
例如,她安排的帕德森最喜欢的米茨瓦人之一是为移民到美国的俄罗斯家庭。祖父,父亲和儿子都同时庆祝了他们的酒吧。他们无法进入犹太教堂,但是帕德森的拉比同事能够使其对他们有用。
Paderson还说,意大利南部的the most popular destinations for family bar/bat mitzvah celebrations. She collaborates with “a wonderful female Italian American rabbi in Calabria whose synagogue is attached to her house (and has been in her family for many generations). A surprising number of Jewish Americans have ancestors from this area of Italy, so they’re excited to return to their roots and learn about Italian Jewish history and culture. They can then explore the Italian Riviera, as well as Rome, Venice, and other iconic sites.
哥斯达黎加是另一个在儿童和家庭中受欢迎的目的地,因为帕德森的代理机构在雨林中安排了目的地酒吧/蝙蝠礼。
She goes on to say: “It’s touching and so rewarding to receive positive feedback from families when they have returned from their destination mitzvah adventure. With families today scattered to all parts of the world, they have a reason to all gather together and enjoy a family vacation with the celebration.”
SEO,社交媒体和口口相传
帕德森有一些秘密,可以分享她的成功。首先,她通过SEO,社交媒体和口碑推荐的坚实结合来销售自己的利基市场。
As soon as she decided to launch this specialty, her web content manager purchased several URLs that were relevant to bar/bat mitzvah vacations. They then concentrated their efforts on Search Engine Optimization (SEO) to place and stay high in Google search rankings. Since Paderson is the pioneer in this niche, she happily reports thatBarmitzvahvacations.comhas been No. 1 on Google for many years.
In fact, her most important piece of advice for other travel advisors is to “partner with a great web content manager, to ensure that you can be found on the internet and social media easily, when potential clients are searching for what you’re offering.”
Her team has also established a presence on social media platforms such as Pinterest, Instagram, and Facebook, which further bolsters their SEO rankings. Plus, a subscription page on her website solicits signups for the agency’s mailing list. “It’s not unusual for parents to begin planning their child’s bar/bat mitzvah two or three years in advance, so the sales cycle can be long,” says Paderson.
Word-of-mouth referrals are also critical, especially in a deeply interconnected community such as the one Paderson serves. “I’ve received regular referrals from my clients from the beginning, from very satisfied past guests. Some clients have planned as many as four different bar mitzvah trips with me!”
Also, Paderson says to be sure to “surround yourself with trustworthy suppliers and companies that will be true partners. From the very beginning, I formed strong partnerships with a few stellar companies that understand my clients’ needs. I know I can rely on their invaluable assistance on the ground, especially in locations across the globe.”
Furthermore, she partnered with rabbis who were willing to travel to global destinations and who were flexible in the type and amount of preparation needed to fulfill the prescribed roles and requirements for the bar/bat mitzvahs.
帕德森总部位于马萨诸塞州的科德角(Cape Cod),已有30年的历史,并隶属于Nest和富裕的旅行者收藏。她是一位企业家,与一支庆祝者和工作人员的团队一起工作,以寻求后台和网络支持。
帕德森(Paderson)成功的个人资料是否使您想到了旅行社的新利基市场?好吧,正如帕德森(Paderson)所说:“如果您有一个独特的想法,那就奔跑!”