Monthly Archives: June 2014

Posted In: The 365 Guide

I often encounter a mindset that sees marketing as an expense.  I suppose from the perspective of an accountant, that is absolutely accurate. However, in reality marketing should be viewed as an investment.  Think of it this way: marketing is only expensive if it’s not working. If you made 5 dollars every time you spent two marketing dollars you would be spending money all day and be happy about it. Ideally, marketing is an investment.

We all live within the constraints of a budget.  So this week we are going to address marketing on a shoestring, on choosing strategies that are smart and that work.  Today, however, we are going to talk about avoiding turning our shoestrings into nooses – making mistakes with our marketing dollars that, like  bad investments, are nothing but expensive errors. Read the rest of this entry »

Posted In: Editorial Musings

While Business Development Manager visits and calls are becoming more and more infrequent, the travel business must go on.  Many suppliers have forced technology and online booking upon us by various means. But, when it comes down to it, we are still a people business. While our clients may not (or maybe they do) ever see us in person, we have nonetheless developed a relationship with them. Isn’t it the same way with suppliers? This past week, I began to think not.  Read the rest of this entry »

Posted In: Publishers Corner

Local Expert

More than any topic I know, people love reading and talking about travel.  With that in mind, here are the titles of some travel articles for your consideration:

  1. 5 Ways to Travel Better this Year;
  2. How not to be a victim on your next vacation;
  3. Getting the most out of a cruise vacation;
  4. Secrets the airlines don’t want you to know;
  5. What You Don’t Know about Las Vegas – but Should!

Would you like to read those articles? I would, and my bet is that you would too. So would your clients! So why don’t you write them? Anyone reading a well-written thoughtful article on any of these topics would likely regard the author as an expert in the topic of travel. My suggestion is that you write the articles, get them placed locally, promote yourself as a speaker and get yourself recognized as a local expert. Read the rest of this entry »

Posted In: cartoons

Open Jaw – June 27, 2014

Picture
Courtesy of Open Jaw and Sean Kapitain

Posted In: Agent Perspectives

Trade shows, travel shows, wedding shows – we’ve all been there, standing in a crowded room the size of Costco, trying to get noticed, start relationships, and maybe even close deals. But for the amount of money you’ve paid to be there, how much is your typical return on investment? Here’s how I make trade shows work for me. Read the rest of this entry »

Posted In: Deck Plans

Our Air France flight touched down at Charles de Gaulle International Airport shortly after 3 this afternoon. We had come to the City of Light to experience something different: an eight-day cruise along the Seine on the low-price leader in river cruising. Read the rest of this entry »

Posted In: Supplier Profile

Since 1968 Hariworld has been providing the North American Travel Community with the most affordable fares on the broadest choice of Carriers to worldwide destinations.

Hariworld offers an unrivaled web-based booking engine that allows agents to book contracted and commissionable published air fares, choose trip itineraries, purchase tickets and add their own markups with a few clicks of the mouse. Read the rest of this entry »

Posted In: Point-to-Point

Well, I’ve finally done it!  After much reflection, creativity, self-examination and plain old “blood sweat and tears,” I have finished the rebranding process for my company. When I started five years ago, it was as brandUcoaching, and over the years my business has grown and evolved to become CoryAndrichuk.com.  The purpose for writing this article is to tell my story of evolution by unraveling some of the external and internal reasons why I have recently rebranded my company.  I would also like to help and inspire others to manage change, adapt and then thrive with a more accurate picture of who they are as they move forward in their own rebranding process. Read the rest of this entry »

Posted In: Outposts

Santiago, Chile with TransAm Travel

Santiago, Chile is easily one of the most arresting cities in South America. A visitor will immediately be struck by the variety of the buildings, stretching from neoclassical constructions in the old town centre to modern developments (including the tallest South American skyscraper), and by the incredible Andes mountains which surround the greater Santiago area, forming the flat valley which hosts the capital. Modernity and development mixing with the old world runs throughout Santiago, making it a wondrous stop for anyone wishing to grasp the heart of Chile and South America. Read the rest of this entry »

Posted In: 60-Second Geography

Costa Rica is Central America’s special jewel and it is only a few short hours’ flight from anywhere in the US. Costa Rica appeals to travelers of all ages and the country’s natural attractions, wildlife and reputation for enlightened conservation draw visitors from all over the world. The government has made a real effort to preserve the country’s image as an eco-tourism haven; because of this watchfulness, Costa Rica shelters a whopping 5% of the existing biodiversity in the entire world. The country’s bio-diversity attracts nature lovers from all over the world. Add to this the incredible warmth and sincere hospitality of the local people and the exceptional variety of hotels along Guanacaste’s Pacific coast and you have a recipe for a unique and memorable destination for couples, singles and families.

Read the rest of this entry »

I have been talking with some new agents who were upset because they were declined for a FAM trip because of their lack of experience in the industry. There were a few who were upset that they couldn’t even have access to FAM trips because they were not affiliated with a host agency.

Why is it so hard for new agents and agents without a host to be able to go on these FAM trips? Most of them are taking specialist courses, but are you really a specialist without ever experiencing the product? Read the rest of this entry »

Posted In: Publishers Corner

The Presentations You Make

The manner in which you present your research efforts to clients can make all of the difference in their reactions in your recommendations. Too often, all of the effort that we have placed into our marketing, sales and research swirls around the drain and then disappears because of a weak presentation. Yet, this is the moment at which a travel consultant should be at their best, making a recommendation based on their experience and expertise. It is very true that it is not what we say but how we say it that matters. This is not a sales person’s trick, but a bona fide principle of communication. If you want to be an effective advocate for either your travel client or for travel product, give some consideration about how you present your recommendations to clients. Read the rest of this entry »

Posted In: Editorial Musings

Summer is here in the mid-Atlantic. With that comes unpredictable and unstable weather, thunderstorms, and the inevitable power outage! BGE supplies my electricity, and I am not sure how they rank against other utility companies, but it seems when the temperature climbs and the wind blows, I can be assured of a power outage. Unfortunately for me, my outages come in 2 flavors–under a minute and just less than a week.

Several years ago, I was woefully unprepared for an extended outage and it hurt my business. Clients were unable to get in touch with me, phone calls went unreturned; and in general, business ground to a halt.  And grinding to a halt is no way to treat the people that are willing to put food on your table. So, as I prepare for what is to be another exciting Maryland summer, I thought I might revisit my emergency plans!

Read the rest of this entry »

Posted In: cartoons

Open Jaw – June 20, 2014

Picture
Courtesy of Open Jaw and Sean Kapitain

Posted In: Agent Perspectives

You’ve probably heard the adage, “sell what you know;” but,have you considered why?

You’ll enjoy yourself more if you spend it talking about a destination that thrills you. You can paint a more vivid portrait of this region and all its charms. When you share your personal travel experiences, you’re implicitly inviting clients to imagine themselves doing or seeing similar things. The destination comes alive!

And on a very self-serving note, when I’m recounting my own memorable experiences, I’m reliving them, too, in my mind’s eye. It’s almost like a virtual vacation. Read the rest of this entry »

Posted In: Deck Plans

Cruising From The Heart Of Paris On CroisiEurope

On June 20, I step aboard CroisiEurope’s Botticelli for a cruise from the heart of Paris to the heart of Honfleur. Not many river cruise vessels can make it into Honfleur. Most stop short in Rouen or they make it to Le Havre and bus guests to the picturesque port of Honfleur.

The fact that CroisiEurope’s vessels get into to the hearts of the cities to which they sail is a key point of distinction for the Strasbourg-based, family owned river cruise operator. CroisiEurope tells me that their ships’ shallow drafts allow the vessels to dock closer to key attractions, such as the Eiffel Tower, than any other river cruise company. I’ll let you know about that on June 20. Read the rest of this entry »

Posted In: The 365 Guide

For the past few days, we have been discussing the importance of possessing a marketing mindset that understands the necessity of an emotional connection with your travel clients. Most advertising seeks to touch an emotional “hot button” with a viewer that appeals to either a sense of well-being or a sense of fear. The most effective marketing speaks far more in favor of well-being and addresses the benefits to the client of doing business with the marketer. As we indicated yesterday, advertising and marketing that appeals directly to fear runs the risk of being viewed as manipulative and inauthentic. However, that does not mean that you should ignore the fears and concerns clients have about travel in general and working with a travel agent in particular. Read the rest of this entry »

Posted In: Supplier Profile

Branson Country Tours: something for everyone!

Branson, Missouri has something for everyone! We aren’t just country anymore! Branson offers shows of every genre from singing and dancing to magic to murder mystery to religious plays, boat and train rides, zip lines, go-karts, theme parks, indoor and outdoor water parks, museums, 18 hole golf courses, miniature golf, hiking, themed restaurants, outlet shopping and beautiful scenery. Branson has all of this and so much more with a safe, hometown friendliness.

Read the rest of this entry »

Posted In: The 365 Guide

Every good travel consultant marketer has it – the marketing mindset. A travel professional who is also a good marketer knows that opportunity sometimes presents itself in unusual ways. The opportunity may come in the form of a recession – and a subsequent fall in the cost of travel – or in a chance introduction to a new client.In building your travel practice, it is important to recognize the need to consistently and continually build on your marketing knowledge and evaluation skills. Marketing isn’t about the occasional advertisement placed in a newspaper or the sporadic burst of activity you undertake because sales are down. Instead, we want to develop a marketing mindset.

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Posted In: Point-to-Point

Today I want to talk to you about the value and the importance of little things.

I’d like to focus on the women reading this article for a moment to help clarify today’s message.  If you and I were going for a cup of coffee and I came around to the passenger-side of the car to open the door for you, would you notice the courtesy? Read the rest of this entry »

Posted In: The 365 Guide

To be good at marketing, become a student. The marketing mindset requires that you study marketing in all its forms. You don’t have to go to a classroom, just look at the marketing all around you. Everyone who depends on customers markets in some form or fashion whether preacher, politician or store manager. Some market well and some not so well. The travel agent studying marketing will examine both good and bad marketing to better understand what works and what does not. Almost all marketing in any industry will have some analogy to travel. Seeing how other marketers approach their market and seek to touch emotional hot buttons can provide you with valuable insight when applied to your own travel practice.
Read the rest of this entry »