While times change, concepts often remain consistent. Recently, I discovered a handout from college outlining the five questions every marketing person must be able to answer. At the time, it probably went in one ear and out the other, but some highlights still make sense today—with a little updating. Read the rest of this entry »

Ugh!  Well, here we are in the dog days of summer. How about a bit of levity this week. Here are a few stories that could have been straight out of a Friends episode; and we’ve all been there! Read the rest of this entry »

First things first!  Following up from last week—does everyone still have the same number of fingers today that they had before the Fourth of July?

Standing out can be a challenge. Traditional marketing methods often blend into the background, making it difficult to capture the attention of potential clients. This is where guerrilla (yes, that is the proper term) marketing comes in—innovative, unconventional, and highly creative tactics that can generate buzz and excitement. Here are four outrageous yet effective guerrilla marketing campaigns that might just be the game-changer your agency—if you are brave enough! Read the rest of this entry »

As we approach the Fourth of July, here’s to a safe and happy holiday. We will have a finger count next week. Take some time off (it’s OK) and use the time to celebrate our nation’s independence, enjoy fireworks, and gather with loved ones. Whether planning a family barbecue, a day at the beach, or simply relaxing at home, relax and forget about the day-to-day for a bit! Read the rest of this entry »

Last week, we discussed how to prepare for a shift in the travel industry as many are shaking off that post-COVID travel bug. In today’s competitive travel industry, personalized service has become a key differentiator for travel pros seeking to build loyalty and ensure repeat business. As travelers have many options, travel professionals must emphasize bespoke experiences to maintain their edge. Here are some thoughts! Read the rest of this entry »

As the world gradually recovers from the impacts of the COVID-19 pandemic, the travel industry faces new challenges. The surge of “revenge travel,” where travelers were eager to make up for lost time, is beginning to wane. For travel professionals, it is essential to adapt to these changes and prepare for a potential shift in demand. The post-COVID travel boom may not last, but travel agents can continue to thrive with the right strategies. Here are some actionable marketing and sales suggestions to help you stay profitable in this evolving market. Read the rest of this entry »

A growing trend among travelers is pursuing authentic, local experiences beyond major urban attractions. This “life-seeing” trend is documented in studies such as Booking.com’s 2023 report, where 75% of participants sought authentic cultural experiences. Read the rest of this entry »

As travel agents, much of what we do can become second nature. While escorting a trip recently, I was reminded of this when several clients thanked me for what I considered “just my job.” Curious, I asked why they were so grateful. Their responses were enlightening: “This trip is exactly as we had hoped.” While I planned it this way, I discovered their expectations were lower due to past experiences with unmet promises and unexpected costs. This realization made me reflect on the importance of consistently delivering on our commitments. Read the rest of this entry »

Offering unique and personalized services is crucial for remaining competitive and maintaining client satisfaction and loyalty. One innovative tool that can help travel agents achieve this is Autio, a cutting-edge app that uses the traveler’s location to deliver professionally narrated historical stories and insights. This paid app enriches the travel experience and can serve as a perfect thank-you gift for clients. One that keeps on giving. Read the rest of this entry »

Let’s face it: today’s consumer doesn’t expect much. Remember when gas station attendants would pump your gas, check your oil, and clean your windshield? Unless you’re in New Jersey, those days are long gone. Department store clerks were once more than cashiers, and waitstaff offered more than just food delivery. But now, mediocrity is the norm. And you know what? That’s fantastic news for us! Read the rest of this entry »

Travel has evolved dramatically, from paper maps and printed tickets to today’s digital itineraries and virtual tours. Yet, despite the technology overhaul, the core of being a travel agent remains timeless. Here’s a lighthearted look at ten pearls of wisdom that the old dinosaur travel agents can pass down to the fresh faces in the industry. Read the rest of this entry »

In the ever-changing travel advisory, mastering the art of specialization is not just an option; it’s a strategic imperative for those aiming to grow. Embracing niche markets opens doors to a new audience and increases profitability. Whether it’s catering to adrenaline junkies with adventure tourism, indulging discerning clientele in luxury travel, or tantalizing taste buds with culinary journeys, find your niche and reap your rewards. Read the rest of this entry »

The travel agency industry has significantly transformed over the past few decades. Once a pastime predominantly pursued by the wives of wealthy businessmen who organized leisure trips more for social interaction than profit, it has evolved into a true professional sector. Read the rest of this entry »

For those who have read this column before, you know I am a huge proponent of business cards and direct email marketing. Today, I am discussing why staying in touch with your clients through effective email marketing will distinguish your services from the competition. For travel professionals, crafting a targeted email campaign isn’t just about blasting supplier offers, fostering relationships, and driving bookings. Here’s some straight talk about setting up an email marketing strategy that resonates with your clientele. Read the rest of this entry »

Let’s talk about how we chat with our clients! Our words and actions play a huge role in shaping their experiences and how they see us. So, are we always hitting the mark in being effective and thoughtful communicators? Read the rest of this entry »

As we navigate through 2024, the travel industry landscape continues to evolve rapidly. We need to adapt or die as an industry.  And for the life of me, I do not understand why some agents can’t see this.  I am not sure how, but last week I stumbled upon an agency website that offered this cringeworthy message on their front page! Read the rest of this entry »

In an era where we all need to do more with less, smart travel professionals are increasingly turning to streamline their operations. Integrating tools like IFTTT, Toby the AI from Voyager Content, social media schedulers, and email broadcast software can be a game changer in how travel agencies function Read the rest of this entry »

American Airlines is introducing a significant update to its frequent flyer program starting May 1, 2024. This update will particularly impact the accrual of miles for basic economy tickets. This shift emphasizes direct bookings and New Distribution Capability (NDC) connections, marking a notable change in the airline’s distribution strategy. Understanding and adapting to this change is crucial for independent, home-based travel agents. Read the rest of this entry »

Note: This column is aimed at the ownership of the traditional agency model with employees and independent contractors

As a travel agency owner, you navigate an industry where trust in your employees is paramount. However, balancing trust with periodic audits is essential in steering your business away from potential pitfalls. It’s not about fostering a culture of paranoia; rather, it’s about ensuring the integrity and sustainability of your agency. Read the rest of this entry »

In our world, complaints are as inevitable as flight delays and lost luggage. But, as professionals, how we handle these complaints can be the make-or-break factor for our reputation and business success —or, as the kids say today, our rizz. Here are my thoughts on turning a potentially negative experience into a positive one. Read the rest of this entry »

In the dynamic world of travel, fostering strong client relationships is paramount. Email marketing is a powerful tool for travel agents to maintain engagement and encourage repeat business when executed correctly. And if anyone has read my prior columns, you know I am a fan (and of business cards)! Read the rest of this entry »