As the old saying goes, "if you chase two rabbits, you'll catch neither." In your own travel business, it is truer than ever.
I think as business owners, sometimes we are tempted to speak to many types of audiences. That comes from a scarcity mentality. "My market is so few," we tell ourselves, "the it would be leaving money on the table to not target this other group over there!"
The problem with this, of course, is that while you're chasing after both rabbits, they've gotten away, and you'll go home with no rabbits. Bummer.
So, sit down and think -- reeeeeeally think -- about who it is, exactly, your business is speaking to. Give him or her a name, a personality, and then -- speak, write, and market directly to that fictional person.
You'll find new clarity in how you approach your marketing communications, your social strategy, and even the copy on your website and the imagery you use to define your brand.
Cheers to your success!