If you’ve been following the news lately, you’ve certainly seen (or been affected by) some recent breaches.  Whether it was the TJ MAXX breach a couple years ago or the very recent Epsilon incident (which affected Hilton Honors as well as several credit card companies), breaches are becoming front page news.  What actions need to be taken will depend on the type of information that was breached, or what was done to protect it.

Why do I need to be concerned?

The answer is simple – you deal with clients’ Personally Identifiable Information (or PII for short) every day.  If you have a client’s name, address and phone number, that alone may not be considered PII.  If you assign an account number to them (even your own randomly generated account number) the state of Texas now considers it to be PII.  If you have client frequent flier numbers, along with name and address, it could also be considered PII.  And more than likely you also have customer credit card numbers, passport numbers dates of birth in your files as well.

Understanding the risks associated with storing this information could mean the difference between your business surviving or not.

As an example, let’s assume that your customer records contain PII – because we know they do.  If you copy that information to an unencrypted USB thumb drive and you lose it, you are required by various state laws to notify all of the customers whose information was on the drive that the data was lost.  You could also be required to pay for a year of credit monitoring for each of your customers.  Based on the latest information available, the cost for breach notification, credit monitoring all the associated cost is over $200 per record (e.g., per user who’s PII was potentially breached).  So if you had just 100 customer records on that thumb drive, expect to pay over $20,000. Of small and medium size businesses that have suffered some type of data breach, 80% end up filing bankruptcy and/or going out of business as a result of the data breach.

But wait, it gets better.  There are currently 43 different states with breach notification laws.  Every one of those laws is different.  And the laws that apply are the one where your client lives – not where your business is based.  So what and how you’re required to disclose to clients who live in California will be different than what you need to do for Texas, Massachusetts and Florida.  And it’s your responsibility as the custodian of these records to comply with every one of the laws.

How can I protect my business?

If the thumb drive in the above example had been encrypted, you wouldn’t be required to notify your customers.  (We’ll talk about encryption in detail in the next article.)  That’s because of something called Safe Harbor laws, which essentially means that if you’ve taken due-diligence to protect information and that information is lost, you are not liable for the consequences.

The same is true for customer data in paper files, on your computer, on an external hard drive, stored “in the cloud” or even on your cell phone.  You need to ensure you protect your customers’ information regardless of where it’s stored.

1. If it’s on paper, ensure that the file cabinet is locked.  Is that filing cabinet in a locked office?  Do you have an alarm system for the office (or your home)?  These are all steps to help secure your clients’ sensitive data.
2. If it’s on your computer, encrypt your client files, folders or the entire hard drive.  The same applies to external storage drives.
3. If you back-up your customer information in the cloud, make sure that either they take the necessary steps for compliance or that you only keep an encrypted backup copy there.
4. For cell phones, at a minimum you need to have a PIN or password to lock the device.  If your device allows for the encryption of data, turn it on.

The most important thing you need to remember is that you have been entrusted with information about your clients that is not publically known.  Some of the information that you collect can easily be used to steal your client’s identity, or to make illicit charges to your clients’ credit cards. It can also be used to find out when your client is going to be on vacation so their home can be burglarized.

For now, think about what type of client information you have, why you have it and how you’re storing or protecting it.  Next time we’ll discuss different ways of encrypting your information so that it stays protected.

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(John Schaefer is an information security expert with over 20 years of experience in Global 100 corporations.  His experience includes application development, network operating systems, network hardware security architecture.  He is the Chief Technology Officer for Eastvale Consulting Services, Inc.

Susan Schaefer is the owner of Ships ‘N’ Trips Travel (www.shipsntripstravel.com) located in Brentwood, Tennessee specializes in leisure travel with a focus on group travel and charity fundraisers.  Through their division Kick Butt Vacations (www.kickbuttvaations.com) she focuses on travel for young adults under 35.  Susan can be reached by email at susan@shipsntripstravel.com or by phone at (888) 221-1209).

Dubbed “In Celebration of Wine”, these cruises offered in October and November boast some amazing opportunities to immerse yourself in the rich cultural winemaking history of Europe while at the same time revel in exploring some of Europe’s most fascinating cities and towns during the comfort of the off-season.

Dubbed “In Celebration of Wine,” these cruises in October and November boast some amazing opportunities to immerse yourself in the rich cultural winemaking history of Europe while at the same time revel in exploring some of Europe’s most fascinating cities and towns during the comfort of the off-season, plus travel with wine experts from top vineyards.

This article is provided free to the travel agent community by:

Some plusses for river cruising in the fall:

• Low prices on European airfares. Airfares in late October and early November allow you to get some of the best value airfare all year. On its special, “In Celebration of Wine” voyages, AmaWaterways is even offering free companion airfare. It’s just another nice touch designed to make these some of the most accessible voyages on offer this year.
• No lines or crowding. Cities and attractions that would be overcrowded during the summer become calm and serene during October and November. That same relaxed atmosphere is true of major attractions and museums, and finding seating at that quaint café on the corner is effortless.

So how’s the weather?

I’ve spent October days in Europe that were gorgeous. And in November, sure, you may need to bundle up in a sweater or a jacket. Amsterdam’s average temperatures, for example, range from a low of 44F to an average high of 58F during October. November averages are about 10 degrees lower.

But these temperatures can make traveling pleasurable; after all, it’s easier to warm up than it is to cool down. Don’t forget that delicious hot beverages like Hot Chocolate, Gluwein, coffee and tea await you on your ship, the perfect companion to a beautiful fall day.

AmaWaterways’ “In Celebration of Wine” voyages follow four distinct itineraries, some with more than one embarkation date.

Each voyage boasts guest speakers, from noted wine industry professionals to top executives from AmaWaterways. They’re on board not only to mingle with guests but also to share their own personal experiences and knowledge.

You don’t even have to be a fan of the grape — or an oenophile — to appreciate the knowledge and insight these voyages bring to the overall understanding of the rich history of Europe.

Running a week in duration, these special 7 night fall sailings are short enough to be accessible to most working professionals and retirees. If you have a little more time to spend “on the continent,” optional post-cruise packages are available to extend your stay in cities such as Paris and Prague; attractive in the summer, gorgeous in the fall.

There is are six departures with special wine hosts available (click on voyage title for full itinerary, courtesy of AmaWaterways)

• Vineyards of the Rhine & Mosel: Amsterdam to Luxembourg

Departs October 13, 2011 (optional stay – 3 nights Paris); hosted by Anthony Dias Blue, Editor-in-Chief of Tasting Panel Magazine

• Vineyards of the Rhine & Mosel: Luxembourg to Amsterdam

Departs November 9, 2011 (optional stay – 3 nights Paris); hosted by Christopher Silva, President & CEO of St. Francis Winery & Vineyard

• The Romantic Danube: Vilshofen to Budapest

Departs November 10, 2011(optional stay – 3 nights Prague); hosted by Samantha Ford Collins, Sr. Wine Educator at Stirling Vineyards

• The Romantic Danube: Budapest to Vilshofen

Departs November 20, 2011 (optional stay – 3 nights Prague); hosted by Stefen Soltysiak, Director of Fine Wines, Rodney Strong Vineyards

• The Enchanting Rhine: Zurich to Amsterdam

Departs November 7, 2011 (optional stay – Zurich and Lucerne); hosted by Teri Rolleri, Ferrari-Carano Vineyards

• Europe’s Rivers and Castles: Nuremberg to Luxembourg

Departs November 3, 2011 (optional stay – 2 nights Prague & 3 nights Paris); hosted by Barry Wiss, VP Communications & Trade Relations for Trinchero Family Estates

On their own, the itineraries are quite impressive. Take AmaWaterways’ Enchanting Rhine voyage from Zurich to Amsterdam. Departing November 12, 2011, this river cruise features historic ports and even an optional pre-cruise stay in the cities of Zurich and Lucerne (departing November 7).

Passengers who opt to take the pre-cruise stay will depart Lucerne for Basel, where guests will join their AmaWaterways vessel.

After a relaxing evening onboard, you’ll begin cruising up the river, en route for the towns of Breisach, Germany and Colomar, France.

In Colmar, take part in a visit to the “Wunsch et Mann” winery to tour the cellars and learn about the history of Alsatian wine. Of course, no winery visit would be complete without a tasting of some of the local offerings, and this tour doesn’t disappoint, giving you the ability to partake in some stunning Pino Blanc, Riesling and Gewurtztraminer wines.

In Strasbourg, you’ll have plenty of time to explore this fascinating city before paying a visit to the picturesque mountain town of Obernai. Here, you will have the chance to step back in time to see wine production as it used to be done, complete with vintage wine presses and enormous wooden casks.

The winemaking process is as intricate as it is exact, and this tour will give you a new appreciation for the genuine skill that winemakers have been putting into their products for hundreds of years. An intimate, wood-paneled room serves as the perfect setting to indulge in some of this region’s most flavorful offerings.

The adventure continues to Speyer, where you will enjoy an unusual treat: a wine lecture en route to Heidelberg, Germany, known for its beautiful setting and rich winemaking history.

You will have the opportunity to visit the red-walled castle with its Great Vat: a mammoth 49,000-ton wine cask constructed in the 18^th century. You need not even go ashore to partake in German specialties: In the evening, a traditional German dinner will be served on the ship, accompanied, of course, by exquisite German wines.

The next day, awaken to find yourself in the lovely town of Rudesheim. One of the most popular destinations in Germany, this highly walkable town nestled at the foot of the Niederwald is known for its historic Old Town and winemaking heritage dating back hundreds of years.

In the afternoon, sail from Rudesheim past the breathtaking Rhine Gorge. Often considered the most beautiful section of the entire river, the Rhine Gorge is also the most photographed, thanks to the numerous castles that line its banks, not to mention the infamous Lorelei Rock.

The Rhine Gorge gives way to Koblenz. Located at the confluence of the Rhine and Mosel rivers, Koblenz is highly walkable, and its streets are lined with history, making the included walking tour of the town that much more relevant. Best of all, AmaWaterways moors its ship here overnight, allowing you to come and go at your leisure.

After a leisurely morning onboard and a wine lecture, enjoy the landscape as you make your way to Cologne. The city’s remarkable 13^th-century Cathedral is one of the most popular sights in all of Germany, and you will have the ability to visit this historic landmark during the included walking tour of the Old Town. Cologne is also known for its brand of beer, called Kölsch. If you’re a fan of the pint, you’ll enjoy the included tasting of this special draft.

AmaWaterways’ Enchanting Rhine voyage finishes off with a call to Amsterdam, Netherlands. After getting acquainted with this eclectic city on a complimentary canal cruise, take a motorcoach tour of the city that includes a stop at the famous Rembrandt Windmill. Since the ship overnights in Amsterdam, you will have ample time to explore the city at your leisure.

With that, it’s time to bid both AmaWaterways and Europe farewell and journey back to your home city, richer for the magnificent experiences onboard and ashore — and perhaps also in the most literal sense of the word. A comparable voyage like this could be priced at almost double the current going rate in the summer months, plus you’ll save on airfare.

All voyages feature numerous complimentary excursions, including trips to wineries and historic landmarks of interest. Walking tours ashore are also offered free of charge, and are available in two separate groupings for both active and casual walkers. All groups are supplied with headsets, eliminating the need for your personal guide to shout over other tourists or guides in order to be heard.

On board, each AmaWaterways ship offers plenty of luxurious enhancements that are sure to make your river cruise vacation a memorable one. Most ships boast a large percentage of French Balconies, which are perfectly suited to any climate condition as there’s no exposed partition. Instead, a French balcony functions like an entire floor-to-ceiling window that happens to open up to the beautiful waterway outside.

Staterooms are also adorned with plush down bedding, marble bathrooms, and highly personalized service. Complimentary bottled water is replenished daily, and complimentary internet access, free on-demand movies, and comfortable robes and slippers help to make staterooms aboard AmaWaterways an oasis of rest and relaxation.

So we encourage you to give some careful consideration to a river cruise this fall. After all, a truly memorable experience can be enjoyed in any season.

Travel agents can find more cruise articles, pictures and videos  on Ralph’s site, www.avidcruiser.com.

An avid traveler and an award-winning journalist, Ralph Grizzle produces articles, video and photos that are inspiring and informative, personal and passionate. A journalism graduate of the University of North Carolina at Chapel Hill, Ralph has specialized in travel writing for more than two decades. To read more cruise and port reviews by Ralph Grizzle, visit his website at www.avidcruiser.com

1. People will not quit traveling if you are there to counsel them on how to travel when the economy looks shaky. Talk to them about shorter vacations, travel that is closer to home or about the bargains to be had. What bargains? Watch international airline prices and tour packages over the next few months. They will be coming down to entice travelers back into the skies, particularly in Europe, but they will be low inventory, short lived specials. Get ready for them, though, and be ready to take advantage. Watch for better rates from non-domestic carriers as they often receive subsidies from tourism authorities for marketing. Historically, lower travel costs follow civil and financial unrest and the world has certainly seen its share of both.

2. Remember that now is the time many other travel agencies will draw in their marketing efforts. Bad move. Everyone markets when times are good and it is hard to sort out one message from another. Continue to market when everyone else quits. You will have the floor to yourself and will garner more mind-share from those hearing your message. Your efforts may not pay off immediately, but when good times return, it is your name prospects will remember.

3. Market using tactics that require effort rather than dollars. Shift your marketing away from “shotgun” tactics designed to market to the world and focus on your market. Use word of mouth, networking and advertise with media that has a tight, loyal readership.

4. Focus on your existing clients. They know you best and it takes less effort to market to them than to gain new clients at large. Be better about communicating with and following up with your clients. Stay in touch with them. Enhance and deepen your existing relationships.

The skills you learn in a weak economy will serve you well when times turn around and they will turn around.

Using the distribution channels we identified yesterday, we can apply the above principles. To review, here are our channels of distribution, re-organized to reflect some commonalities:

• Existing Client Channel
  • Direct Contact
  • Emails and Newsletter
• Networking Activities
  • Volunteer Activities
  • Crossmarketing
  • Group Leaders
• Public Relations
  • Speaking Opportunities
  • Writing articles
• Website
• Advertising

 As we undertake to develop appropriate tactics for each of these distribution channels we want to especially be aware of the efficiencies signaled by the tactical principles we outlined above.

Conserve your financial resources by marketing via an investment of time and energy. Emphasize your networking and speaking opportunities, and gear up your public relations efforts. Focus on your advertising in niche markets, not on mass-market efforts. By tightly focusing your efforts you will concentrate your resources and, hopefully, your results.

Exercise - Look at your own channels of distribution and apply each of the tactical principles above. Determine how these principles can help you focus your efforts. This 365 Tip of the Day is Sponsored by:

A distribution channel is a chain of tactics and people through which you gain access to clients. If you have a web site, that is a distribution channel, as are the trade shows you attend to sell your services; your face to face meeting with a client is another distribution channel. If you have a group leader program, that is a distribution channel, and if you cross-market with a local day spa or clothing store, that is a distribution channel as well. In each distribution channel, you might employ a variety of tactics, specially crafted for that particular channel.

It is important to recognize distribution channels and the role they play in generating business. Once you understand conceptually what a distribution channel is, decide whether you want to increase the number of channels with which you operate. You want to have more than one or two distribution channels. Some work better than others given the season, economic conditions or other external factors. Look around you and determine where groups of potential clients “pool”: retail stores, clubs, civic groups, media. Each of these outlets have access to people and suggests an alternative distribution channel.

The next step is to focus on the tactics you use to drive business through each of these channels. Develop a set of finely honed tactics for each – marketing collateral, promotions, allies and events. Calendar your efforts to keep them organized and sharp.

Look at each distribution channel you have and fine tune all of the tactics that surround them. Focus on each as a separate opportunity.

For our purposes today, focus on the following distribution channels and tactics as examples:

• Direct Contact with Existing Clients – Your existing clients continue to provide a source of business on an ongoing basis that you will need to continue to cultivate and grow. Determine how you will market to them to ensure retention and repeat business.
• Networking activities – Do you belong to a church, does your son participate on the basketball team at school? Do you volunteer for the Race for the Cure events? Each of these activities leads to a pool of potential travel clients. How can you market to them in the context of each?
• Speaking Opportunities – Are there opportunities to speak on travel topics to local organizations and associations?
• Cross-marketing and Group Leaders – Have you cultivated any group leaders? Is there an informal network of other business people with whom you can refer business to each other?
• Web site– Do you have a web site or blog?
• Social Media – are you using Facebook as a business tool? Twitter?
• E-mails and Newsletter – Do you send emails to clients or do you have a newsletter?
• Public Relations – Writing articles for local publications is a distribution channel.
• Advertising – What advertising venues will you use?

Each of these distribution channels may have in the past brought you business to varying degrees.  It is not even too early to begin considering which you will use next year and what tactics you will employ to approach them intelligently.

Exercise – Use the TRO Distribution Channel Worksheet. In addition to the ones we have named, you probably have access to others: bridal shows, networking organizations, a yoga class or gym you attend, your social and civic activities. Indicate for each how productive your distribution channels have been in the past. Note how consistently you use the channel and how much you spend on each in terms of both effort and financial resources.

This 365 Marketing Tip is sponsored by:

For most of us, it has all become audio and visual background noise.  Most of it we simply ignore.  Ask a city dweller how they react to sirens.  They are loud and usually come with flashing lights but, other than moving out of the way, we take little notice.

There’s another kind of noise that is increasing in volume within the travel industry:  mass-blast marketing.  The assumption is that sending everyone every promotion will eventually produce a sale or two.  It makes mathematical sense, but neglects to consider the noise factor.

One of the most fundamental elements of successful marketing is targeting.  It sounds so technical but, what it really means is sending your promotion to someone who might actually care!

Every time you send everything to everyone you become more and like a car alarm:  an annoying noise that will eventually be ignored.  Targeting can turn down the noise and turn up the results.

Demographic targeting (age, gender, marital status, etc.) is hugely unreliable.  I am almost fifty-three but I’m not even slightly interested in any of the “seniors like you” junk that fills my inbox.

Psychographic targeting (interests, hobbies, lifestyles, desires) is the key!  It’s where the noise becomes a symphony and flashing flights turn into twinkling stars.  The problem is, this sort of information is rarely uncovered through surveys, profile forms, or questionnaires.  It comes from good old-fashioned human-to-human conversation.  Oh, and paying attention and recording it.

Databases and CRM systems, when used properly, can do wonderful things.  Sadly, most have become mass-blast factories of annoyance.  With all the background noise that surrounds us every day, doesn’t it make sense to turn down the volume, and crank up the magic?

Nolan Burris is an author, former travel agent, failed musician and self-professed techno-geek. He’s also a popular international speaker both inside and outside of the travel industry.  He is the founder and chief Visioneer of Future Proof Travel Solutions (futureprooftravel.com) based in Vancouver, Canada.  Nolan’s believes that if can change the way business works, you’ll change the world. His goal is to spread the message of integrity and ethics in a techno-driven world.

The epicenter of New York City life has always been the island (borough) of Manhattan, surrounded by four other distinct city boroughs – the Bronx, Brooklyn, Queens and Staten Island – all of which have their own character and attractions.

New York City is the largest city in the United States and has a population of over eight million, which, as people continue to flock to New York City, is likely to grow even larger. This is Broadway, this is Wall Street, this is a city of history and legends, and who wouldn’t want to visit it at least once -even if it is just to say they’d been there.

Sightseeing and Events

New York’s famous Empire State Building, a New York City Landmark and a National Historic Landmark, soars more than a quarter of a mile into the atmosphere above the heart of Manhattan. Located on the 86th floor, 1,050 feet (320 meters) above the city’s bustling streets, the Observatory offers panoramic views from within a glass enclosed pavilion and from the surrounding open-air promenade. Since the Observatory opened to the public in 1931, hundreds of millions of visitors have thrilled to the awe-inspiring vision of the city beneath them.

Located on Liberty Island in New York Harbor, the Statue of Liberty was a gift of international friendship from the people of France to the people of the United States and is one of the most recognized symbols of political freedom and democracy. Liberty Island is accessible by Circle Line-Statue of Liberty Ferry, Inc. ferries only. One round-trip ferry ticket includes visits to Liberty and Ellis Islands.

Legendary Times Square, the heart of Broadway and of countless huge New York gatherings, recently celebrated its 100-year anniversary. Filled with its neon signs, screaming ads, giant screens, Times Square “the crossroads of the world” is more than ever a sight that overwhelms, its flashing lights reaching to the sky. The main attractions in Times Square include ABC Studios, WWE Store and Toys”R”Us.. At the Times Square Visitors Center you can get free citywide information from multilingual tourist counselors, get free maps and brochures, purchase tickets to Broadway and Off-Broadway shows from the Broadway Ticket Center & more.

The world-famous Macy’s Thanksgiving Day Parade has been a holiday tradition in New York City since 1924. Musical and dancing performances paired with cartoons turned skyscraper-height balloons make this a once-in-a-lifetime event for all ages. Classics like Mickey Mouse, Kermit the Frog and Ronald McDonald meet new favorites such as Buzz Lightyear, Spongebob Squarepants and Kung Fu Panda for a day guaranteed to please all generations.

The United Nations Headquarters building in New York City is the home of the international organization and one of the most-visited sites in the city. Guided tours are conducted seven days a week (Monday to Friday only during January and February). Tours are conducted from 9:30 a.m. to 4:45 p.m. Monday to Friday; Saturday and Sundays from 10:00 a.m. to 4:30 p.m. Tours in English normally leave every half hour and last for approximately 45 minutes to one hour.

Article continues below Use this article on your own website or in your agency newsletter! Provided free to the travel agent community by:

At Madame Tussaud’s New York, you will be able to mingle with nearly 200 amazingly life-like wax figures, including Brad Pitt, Jennifer Lopez, Michael Jackson, Madonna and even Elvis Presley and Marilyn Monroe. Open 365 days a year from 10:00 a.m. Monday through Thursday, last ticket sold at 8:00 p.m. Friday through Sunday, last ticket sold at 10:00 p.m.

One of the most successful ships in US history is now one of the most unique attractions in New York City. Berthed on the mighty Hudson River in Manhattan, the Intrepid Air & Sea Museum boasts educational exhibits and exciting events. After being closed for a lengthy renovation, the museum reopened to the public on Nov 8th 2008.

Central Park extends from 59th to 110th streets and 5th Avenue to 8th Avenue. It is home to a zoo, playgrounds, skating rinks and a lot more. One of the most romantic and popular ways to see Central Park is from a horse-drawn carriage. Rides cost $34 for the first 20 minutes and $54 for a 45 to 50 minute tour. For more information, call 212-246-0520. These carriages line up at 59th Street and Fifth Avenue across from the Plaza Hotel.

The Rockefeller Center is a place for exquisite shopping, fine dining and great entertainment. It also houses the NBC studios and the Rockefeller Center ice skating rink. During Christmas time, the whole place turns into a Winter Wonderland with the famous Rockefeller Center Christmas tree and beautiful lights and decorations everywhere. Tours are available of the Rockefeller Center as well as NBC studios.

The Metropolitan Museum of Art has specimens of different categories of art from all over the world during every epoch of recorded time . Going through the entire Met is a full day affair. Within are more than two million works of art including arts of Africa, Asia, Europe, Egypt, Greece, Rome, medieval art, musical instruments, photographs, and 20th-century art.

The Madison Square Garden or as it is popularly known, “The World’s Most Famous Arena” is a must see for all sports fans. Be sure to take an All Access Tour of the Garden and visit the Knicks, Rangers and Liberty locker rooms; tour backstage of the Theater at Madison Square Garden; go inside the Star dressing rooms; see players practicing, performers in rehearsal or crews staging events! You’ll never know what you’ll see on the All Access Tour.

A list is not complete with a trip to the Bronx and Yankee Stadium. Love or hate the team, the greatness of those who have played for this team cannot be discounted. The new stadium is a masterpiece and a shrine to the sport, second only to Cooperstown.

Dining

New York City is one of the gastronomy capitals of the world. Whether it’s street food, world-famous pizza, ethnic delicacies or five-star dining, every palate will be excited and challenged with a visit to the island.

Ray’s and Patsy’s are two iconic pizza joints in the city that have been feuding over the title for “Best Pizza” for decades. While any native New Yorker will tell you to head one way or the other, why not decide for yourself and try a slice from both? If getting in the middle of a grudge match is not your idea of a good time, any pizza you find is sure to satisfy as legend has it that the water in the city is the reason any bread product just tastes better in the Big Apple.

Fine dining has been perfected in Manhattan, with as many upscale restaurants as there are people to frequent them. The Russian Tea Room is famous for its gorgeous atmosphere and breathtaking culinary offerings. Guests can choose from attending High Tea, any number of brunches/lunches, dinner, caviar and dessert or just enjoy a cocktail at the bar. It is important to remember that (as with most New York City restaurants) that reservations are absolutely necessary.

We could spend all day recommending restaurants, but to really experience New York City, just walk around and see what strikes your fancy. There are plenty of establishments to choose from and you’ll have a hard time finding something you don’t like.

Transportation

Manhattan and the outer boroughs are wired with efficient and affordable transportation. The subway is fairly simple to navigate and extremely cost-effective. Taxis are plentiful and, especially if the fare is being split between multiple passengers, will not put much strain on the wallet. Taxis can add up, however, so be mindful of other ways to get around. Since the island is so small, walking around not only saves money but allows for more sightseeing and taking notice of smaller venues one may not catch if traveling by car.

New York City is a bustling, entertaining and awe-inspiring city that every person should visit at least once. The cultural and social benefits of such a diverse destination will never fade.

Travel Agents: You can use the content above on your own website or newsletter, compliments of the supplier sponsor above who has paid for your use of the materials. All you need to do is to follow the directions in the TRO Licensing Agreement. Also, please take a moment to check out the travel supplier that makes your use of this material possible.To use – Follow the procedure outlined in the TRO Licensing Agreement. Then, right click on this page and choose “View Source”. Copy the HTML and paste the copied html into your own webpages or newsletter. You may remove advertising.

The 365 Guide has several articles on networking, and these are recommended reading . It is important to realize that we are speaking here of face-to-face contact with people in your community. Social networking we will leave to another column.

Analyze the various ways you have at your disposal to gather a network and expand your circle of influence. Certainly there are the professional associations in your hometown such as the chamber of commerce. There is your active involvement in  schools, at church and in the hobbies in which you participate. Finally, there are the opportunities you have connecting with family, friends and personal acquaintances to expand the scope of your circle of influence.

At this point,  distinguish between networking and public relations. When we think of public relations we refer to opportunities to speak or write about travel. We also want to separate asking for references and referrals from networking.  When we network, our goal is to expand the number of people with whom we come into contact and who know us as individuals outside of our day to day professional context. 

Almost all marketing activity has the goal of brand building and networking is no exception. In this instance, YOU are the brand, so networking is a perfect media for growing your business. The more people you know, and the better you are at communicating your story, the more benefit you will receive from networking.

There is one very important point to make at this juncture. The key to successful networking is simply that you get from it what you put into it, or better put, you get by giving. The more you give to the other individuals and organizations in your network, the more you will get in return. The more you expose your “self” to others, the better they get to know you and your travel practice. Not because you are overtly selling anything, but because they are seeing you in a context in which your personality and a wider range of personal characteristics are on display. As you network in your community, seek to build genuine relationships with the people with which you come into contact. If you are genuinely passionate about travel, that passion will infuse itself into your casual and social conversations and those you come into contact with will begin to know you as “that travel person.”

Exercise - In preparation for building a systematic networking strategy into your business plan, read the past articles on the topic in the 365 Guide. How will you build on and expand your network? Sit down with a sheet of paper and write down every civic and social group to which you belong. Decide which of those you could give more of your time to in a context that would allow you to come more into contact with potential clients.

Next, write down your hobbies and avocations. Are there groups that center around these activities with which you would enjoy socializing? What opportunities do you have for volunteer work? Are you participating fully in the opportunities that surround you? How can you give to each of the opportunities around you in such a way that you can truly expand your circle of influence?

Narrow down your choices to be efficient. In which of your opportunities can you build the most genuine relationships? Commit to being more “out there” in your community. Your business will grow as a result, and so will you.

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Creating Magic is about the strategies that have made Disney the company they are today; but it can be carried across to any business. So much so, my business mastermind group in the Northeast was given it to read this quarter by our mentor. The things I have taken away from the book most are how everyone who works on your team is your brand whether it is just you and one virtual assistant or an office full of people.  Give these people purpose; make them feel appreciated and important. There are some very clever ways to do this. My favorite thing to do is write notes to their kids thanking them for the long hours their mom sometimes has to work for Ears. I bring little things back from my travels for the kids as they are part of the team as well. Their moms love this and so do the kids. It is another way to bring a sense of family to our little office. Our team is very collaborative despite our size. It is just three support staff and my husband and myself. We have working lunches where we talk about what is new and good. Then we talk about what needs to be worked on. We have seen a huge transformations in ideas generated from team members from this.

The Referral of a Lifetime has completely changed our marketing. I never believed in the “Spray and Pray” marketing plan; but we did throw some stuff out there really not knowing what would happen. Now we cultivate those ideas we know will really spread virally. This book breaks it down, step by step, on how to build a business with this plan. Our marketing is so much smarter now. We know who to take care of, we have a plan on a calendar and we have seen huge rewards. I just sent out gift baskets from a company that is owned by one of my clients to those who have referred multiple clients to us and those who have booked multiple times with us. We almost instantly started getting referrals from some of those clients we sent them to.

We are up 63% percent this year over last year and the office is running smoother than ever, I think I will keep reading and gaining more ideas. I am currently reading Delivering Happiness, the story behind Zappo’s. I would love to know what you are reading.

Amy Sinclair is the owner of a fee-free Disney-only agency called Ears of Experience. Ears of Experience builds custom Disney experiences for their clients with an emphasis on personalization. The agency even has Disney kid experts “on staff” to work with the children of clients. To contact Amy by email — amy@themouseexperts.com or visit her site at www.themouseexperts.com.