Defining Your Mission | Travel Research Online


Defining Your Mission

When you first decided to enter the whacky world of travel, it probably was because you had a passion for the industry. You truly believed you could help people enjoy their time off while maximizing the experience. You only had good intentions…back then. And then, like a un-forecasted hurricane, reality entered the picture and started screwing things up.

If this wasn’t bad enough, you started to slow down and your future started to be questioned. In short, you lost your mojo.

“People perform at their best when contributing their talents to something they believe in.”

– David McNally

Let’s back up, slow down, and start over. There are three questions that need addressing if you are going to reach the top of your game.

  1. What is it you do?
  2.  How do you do what you do?
  3. Why do you do what you do?


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The ‘what’ and ‘how’ are two important questions that will change as you grow along with your company. The ‘why’ question is by far the most important one. Why are you doing what you are doing?

If your reason involves money, or the fact that you like to travel more than life itself, I am afraid you will have plenty of blank pages on your passport when you finally decide to submit your application at Target. (There is absolutely nothing wrong with working at Target, or anywhere for that matter.)

And there is more bad news. I can’t answer your ‘why’ question. I am hoping it includes the words share, insure, educate, stimulate and motivate.

It is important not to tell me just what you think I want to hear. A deep-seated belief in what you do and how you perform is of paramount importance.

To borrow an old slogan from the New York Mets back in 1973: “You gotta believe.” And, while I have your attention, I will remind you of one more important point:

You are in position to make a difference in people’s lives… and this, in and of itself, is HUGE.

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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