The College Market

By: Dr. Alan R. Miller, CTIE, CTC, MCC
There are some great opportunities involving graduation gifts from parents, vacation travel, weekend trips, cruises, and even honeymoons. And when you sell to the student, suddenly that student's parents become potential clients as well.Indeed, college students represent only a small part of the college market. Other potential clients include professors, alumni, classes, administration/staff, sports teams, and team-related organizations.

For example, professors often travel for personal or family vacations, but they also travel to obtain knowledge, present papers, and attend conferences. Many are off during the summer and a good part of January.Colleges also have alumni associations, which plan reunions and trips for former students, many of which are international.

Contact your local college's alumni office to determine how to submit a trip proposal.Colleges have courses, including art, music, and history, which include programs where students study the subject abroad. For example, art classes visit the museums of Europe. These trips are usually arranged by a professor who prefers to use the services of travel agents. As an agent, you can offer to be a guest speaker in a class that matches your expertise. This is an excellent method to develop a relationship with the professor and with students. These trips include transportation, hotels, events, and other arrangements.In addition, colleges have staff, administrators, and other personnel.

These people go on vacations, attend conferences, and travel for business. Another potential source of clients is college sporting events and other activities, including festivals, dance competitions, and entertainment. Trips can be arranged around these events. Teams and other organizations travel to events and need transportation, lodging, and special items.

There are many methods you can use to tap into this market. Beyond presentations to classes, you can also meet with other campus organizations, such as fraternities, sororities, and clubs. Many school organizations run fundraisers or similar types of events.

Work towards becoming the official travel agency for the college and all official college travel will be booked through your agency.You can also offer to be a regular guest columnist in the campus newspaper or a travel commentator on the college radio station. Set up a regular table at the university unions. Organizations and vendors market their services at these tables, which are in high traffic areas. Not only do students pass by these tables but faculty, administrators, and staff also frequent them. Have trips set up and book these people on the spot.

Colleges also offer many opportunities for inexpensive advertising. You can place advertisements in the school newspaper on a continuing basis. Also try to get the school paper to run a story on you. Advertise at or sponsor sporting and other events on campus. Use campus bulletin boards let students and faculty know about your agency and the products you offer. Determine the organization leaders and have them market your agency to their membership. Work toward developing a reputation on campus by satisfying your customers and providing outstanding service.