Your Future Is Looking Bright | TravelResearchOnline


Your Future Is Looking Bright

As a licensed single engine airplane pilot, I was surprised I had never heard of the acronym CAVU. The first time it was brought to my attention was during VP Pence’s words of respect for President H.W. Bush’s viewing in the Capital Rotunda.

While watching the ceremony on TV, I learned for the first time that CAVU stood for ‘ceiling and visibility unlimited’. In other words “all systems go; smooth sailing ahead.” As often is the case, I began making connections between this phrase and the members of my Inner Circle.

My question to my fellow travel industry professionals: Are your limits and view of the future being sabotaged as a result of your “stinking thinking?” Is your negative self-talk getting in the way of your forward progress?

The truth is that the travel industry provides an extremely high ceiling and unlimited long-term visibility. Any impediment to your success is more often than not self-inflicted. (You heard me.)

I’d like to call your attention to the fact that you are playing on a level game board. Every destination, supplier and historical place of interest is available to each and every one of you. To maintain a competitive position in the travel industry you do not have to purchase a hotel, an airplane, or a five star resort. You don’t have to buy anything. This translates to a very attractive overhead.


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And the news gets better: Regardless of where you hang your hat, chances are there are thousands, if not millions, of people wishing, hoping and dreaming about leaving town. The deck is uniquely stacked in your favor.

Why not decide to do what I am planning to do? I am going to print the letters CAVU in a bold eye-catching font and place it on my bathroom mirror where I can be reminded of my unlimited potential both day and night.

Regardless of your political persuasion, I’m sure we agree that Pres. George W. Bush was a fine man with a pretty impressive track record. You can best honor his passing, starting today, buy living by the acronym CAVU.

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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