The main goal of the travel agency is to attract and keep the customers through the personal approach of the service. The marketing strategy for the business will include and build upon the reputation of the agency in the area. The travel agency itself is a place that not only provides travel but also the freedom and the adventure to its clients. Many people annually spend up to 50 weeks in their offices. Therefore, when given a chance the client wants to get away and bring back sweet memories of an unforgettable vacation.

Travel agency will promote such benefits of adventure as excitement, personal growth, health and of course fun. The agency will also work on promoting its own personal services such as vacation’s success, savings and confidence of the clients.

The mission of the travel agency is to become the best adventure provider to the clients in the area.  The agency will provide travel arrangements and consulting and will try to connect newcomers of adventure travel with those who will become usual customers.

Marketing objectives of the business will include the following: promotion of adventure activities by means of alliances with athletic organizations, health clubs and retailers; achieving annual growth rate no less than 10-15%; establishing the agency as a market leader in adventure travel in the area.

Target groups of the business are one the most important assets and a key to success, thus, travel agency will definitely be working with the corporate travelers. This group includes local companies and businesses. The agency will try to secure their corporate accounts. Second group involves the individual travelers and the couples, namely people aged 25-35 years old. These people vary from younger professionals, students to families with children with the sufficient income. Third target are the group travelers which come from the health clubs, athletic organizations, etc.

The positioning of the travel agency is focused on corporate or individual consumers who seek to participate in the adventurous travel, in the area where travel agency tends to hold the premier status. The experience and enthusiasm that the travel agency will provide to its clients includes value, advice to customers and exceptional personal service.

As its initial strategy of development travel agency sees creating brand recognition by means of the effective marketing communication, advertising and certainly promotion. The team will create a marketing mix aimed to target the main consumer groups in the area. The company will engage into electronic and print campaigns on advertisement through local radio and publications as the primary source of media. Secondly, the travel agency will use its alliances with the health institutions or organizations as the means of additional promotion.

Over the time company will aim at expanding its brand recognition to the national level by means of growing industry participation as well as web presence. Travel agency will develop its website with the ability of customers to purchase online and be able to check the necessary information from home. When the mentioned above steps will bring about positive results and benefits, travel agency will pursue to increase the revenues and reduce the costs by means of established corporate and repeat clients. In order to win over customer satisfaction, travel agency will focus its goals on customization of adventure travel and reduction of the competitors.