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One Client at a Time

Marketing is too often an afterthought – companies launch campaigns when they need business.  The problem with this approach, of course, is the timing.  If you wait until you need business to seek it out, you are a bit late to the races.

The first quarter of 2020 is already half over.  What better time to evaluate our progress to date?  Better now than playing catch up in August!

When business is good, many companies lay off their marketing efforts;  big mistake.  Quiet spells in marketing today inevitably equate to slow business periods in the future.  If we are to maintain a consistent flow of income, marketing must be a constant.

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Cheatsheet: Is This Included In My River Cruise?


Knowing what’s included in your river cruise (and what’s not) can sometimes be a deciding factor as to which river cruise company to book.  While our comparisons identify much of what’s included, sometimes the answer requires more than a simple yes or no. For example, while most of the river cruise companies that we write about offer complimentary shore excursions in ports of call, some charge for “optional” excursions. Read the rest of this entry »

For Raving Fans, Put On A Performance


I fired my HVAC company because they made big customer service promises that they could not deliver. Their technicians, who were friendly and capable, were not to blame. Folks in the call center dropped the ball.

Bold slogans are empty promises when the company can’t deliver consistently. That annual contract encompassed heating, air conditioning, and plumbing for three houses. That losing company was out of sync and now they’re short a valuable customer – no more revenue, no shot at referrals. Read the rest of this entry »

How to Build Social Awareness for Your Next Group Tour


Have you ever been to an industry event and met someone who instantly exchanges cards and then walks away? You know the type; they don’t really start much of a conversation with you and it seems like all they want is to grab your card and run off to the next person.


Would you ever re-connect with that person? Or, more importantly, do business with them?

Probably not! Read the rest of this entry »

How to get more clients and more profitable clients

My clients love me, of course they’ll return. My clients had a good experience, they’ll come back, I’m pretty sure. Well, they said they had a good time, I’m pretty sure they might come back next time. I wonder where they went?

Sound like a familiar refrain? It does to me. And I can confidently say that it is likely nothing that we have done to see a client list dwindle. Times have changed and that client list is not nearly as valuable and robust as it once was. Last week we talked about the CAC and the ATV; and this week, let’s talk about keeping them around once we get them—that is the goal right? Read the rest of this entry »

To Serve Through Sales

I am an evangelist for the benefits of having a sales-focused travel business. In fact, selling is one of the oldest, most honorable, and high-income professions in the world; but, at its core, it is about serving others.

We serve at the pleasure of our customers. As a result, our compensation is in direct proportion to the value of the service we provide, how it fulfills their needs, and the number of our customers we serve.

Here are four things you can do to serve your customers well. Read the rest of this entry »

In the closing scene of the 1924 film Epic of Everest, a blood-red sunset sinks below the horizon of the Himalayans in Tibet. Photographer Captain John Noel captured the brutal conditions and desolation of the landscape, as well as the humanity and courage of the Tibetan people. Epic of Everest is one of the earliest visual recordings of life in Tibet. As well as documenting their lives, the film also framed the assault on Mount Everest by the British in the 1920’s by George Mallory as an act of imperial conquest. This is shown most clearly when, despite the climbing teams’ admiration for the hardiness of the Tibetans, they announce with clear relief “All whites are safe!” during an avalanche. The accident claimed the lives of seven of their porters. Epic of Everest is one of many examples of the fraught and complicated relationship between the wealthy climbers who hire them and the native Sherpas of Everest. Read the rest of this entry »

This week’s short stories focus on several bright ideas for September 2020, and I’ve kicked off with a very tasty offering for the York Food and Drink Festival. Just under 2-hours north of London and easily accessible with Virgin Atlantic direct flights into the northern gateway of Manchester, it includes a class at the Cookery School at the 5-star Grand Hotel. Beer, tea, and wine-themed tours come next – followed by an absolutely fabulous garden tour to the Wisley Flower Show, the flagship home of the Royal Horticultural Society. Plus, for this year only folks, the floral extravaganzas at fairy tale Leeds Castle and in majestic Salisbury Cathedral. For fans of murder mystery novels, I’ve closed with a heads up for the International Agatha Christie Festival on England’s Riviera.

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I’m doing something a little unusual for this TRO installment! In order to maintain privacy, I’m answering a question without providing the specific exchange. Over the past two weeks, several travel advisors reached out to me to let me know that their host are not paying their commissions (sometimes to the tune of tens of thousands of dollars). Read the rest of this entry »



I chose “Proactivity” as today’s title. Why?

It was the take-home message of an audio clip I recently recorded. And the word hit me right where it counts… between the ears.

Contrary to what you may think of yourself, you are not the best thing that happened to this world since a guy named Wheels Davis decided to stick a few wheels on the bottom of a suitcase. Read the rest of this entry »

Santorini: Weddings and Honeymoons

There are many reasons to visit the paradise known as Santorini. It is home to some of the famous and stunning white-washed houses found along many of the islands in the Cyclades. Almost all cafes and restaurants have a view of the azure waters. Nights bring starry skies, the revelry of nightclubs and bars. These traits make Santorini perfect for the start of a new life together – whether it be weddings or honeymoons. Read the rest of this entry »

Steve Born is chief marketing officer for Group Voyagers, the company that markets and sells the Globus family of brands (Globus, Cosmos, Monograms and Avalon Waterways) worldwide.

Born began his marketing career outside the travel industry more than 30 years ago, and for the past 20 of them, has been responsible for guiding all marketing and call center initiatives for the Globus family. He spends his days bringing consumers the experience of travel–one of his true passions–and he could not be happier. A self-proclaimed people person, Born thrives on the daily interactions he has with travel industry colleagues, as well as with his staff–a group of individuals he fondly compares to NASA engineers; a team which now extends worldwide to global markets. With the help of this “rocket science” crew, Born has helped grow the Globus family from two to four brands, including the introduction of Monograms and Avalon Waterways. Read the rest of this entry »

Marvelous Madrid


Madrid, the capital of Spain and a city where the golden era of creative and culinary imaginations has not stopped. With traditional and reworked cooking to delight the taste buds and architecture that ranges from contemporary Spanish to the seeming motion of Baroque – it offers the traveler an exciting all-around experience. Madrid is a vibrant city that is full of life around every corner.

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The Croatian Coast

On the Adriatic Sea, just across from Italy, is the coast of Croatia. These 1104 miles of magnificent coasts, and 1246 islands, are world-renowned. The stunning clear-blue waters along the Croatian coast have always been a draw for those looking to experience a vision of paradise. Cliffs and islands offer up sites to behold that can not be overstated. The shores of Croatia are picture-perfect in every way. Read the rest of this entry »

The Southern Charms of the Lower Mississippi


The southern United States is a destination of lush landscapes and rich history, from mighty oaks decorated with hanging Spanish moss to music that has remained soulful through time. One of the more prominent sights in the South is where the Mississippi River meets the Gulf of Mexico. An area that has been historically diverse in cultures, which often means phenomenal food and a variety of unique experiences. the traveler can take their time on a riverboat cruise along one of the most iconic rivers in the United States. Read the rest of this entry »

When it comes to a world tour, it means to go and explore. There are a number of tours which exist and you will need to understand what each one of them really means. There is the hosted, independent, and escorted tour. The independent tour means that you are traveling on your own. This is where the travel company only takes the initiative to book your hotel and then seating on your own for any train or boat rides. When you land in the country you are going to, you will have to find your way to the hotel and make arrangements of what and where you want to go and see on your own. Read the rest of this entry »