You Have A Dual Purpose | TravelResearchOnline


You Have A Dual Purpose

I remember this like it happened yesterday. Yes, even seasoned travelers like myself have a bag full of embarrassing war stories.

I forgot my passport while traveling to Toronto. Although this was not a life or death scenario, it did highlight the fact that squared-away individuals like myself can fall prey to the human element of stupidity.

I blamed nobody but myself for this time consuming, and somewhat expensive faux pas. But if I had a travel agent who was not frightened to remind me to pack my socks, tie, toothbrush, and my Passport; I would have been writing a different message today.

Today I want to remind you that you have a dual purpose in your business. One is to research, find, and record travel reservations and ticketing documents. The other (and perhaps the more important of the two,) is to prepare me as best you can for the unknown travel snafu lurking out there in the real world. This trip-disrupting miscue can come attached to a rental car, hotel suite, airplane seat allocation, or even a calendar oversight.

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Most agents fail at part two because they are embarrassed to remind clients of the obvious – like remembering to pack one’s passport when crossing borders into neighboring countries.

I assure you there is not a blue-suited, well attired business woman or man in North America today (or in Canada – or anywhere for that matter) who hasn’t shot him or herself in the foot by failing to remember the incredibly obvious at some point in their career.

Be the exception. Talk to your clients. Dumb things down if you must. Remind them of the obvious. One day I promise you, they will thank you for it.

Mike Marchev

Mike Marchev freely shares his experiences, strategies and observations with travel professionals in an effort to keep them on top of their game. For a complimentary copy of his 12-Word Marketing Plan send him an email at

Mike’s daily column is made possible by AmaWaterways.

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