You Can’t Handle the Truth | Travel Research Online


You Can’t Handle the Truth

Never known to mince words or to endorse the practice of political correctness to excess, I have some bad news for many of my readers working the travel industry. If not “bad news,” it certainly falls under the category of “less-than-motivating facts.”

The truth is… the undisputable truth is… the undeniable truth is… many of you in the travel business DO NOT want to become successful. That is the unfortunate truth.

Say what? It seems many travel industry practitioners would rather offer excuses, appear overworked, be misunderstood, and be victimized than recognize the truth. I don’t mean to insult anybody.

I am afraid, however, that I am speaking to most of you. No apologies from my side of the keyboard. As the old saying goes, “If the shoe fits, wear it. If not, get back to doing whatever it is you were doing.“

The “guilty” probably have their knickers in a twist right about now and are casting negative dispersions in my direction. I’ve hit on a sore point and they don’t like it. My callouses have been earned over the years, and I remain unfazed when bombarded with retorts designed to “get back at me.” Somebody has to point you toward the truth. It might as well be me.

The truth? I was expecting nothing less. I knew when I began sharing my thoughts on this topic that many of you couldn’t handle the truth.

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And the truth is that if you can’t become successful in the travel industry, chances are you can’t become successful anywhere. Now before you do or say anything you will regret on Facebook or Twitter for the rest of your life, allow me a moment to explain.

When it comes to working as a travel agent, consultant, or dream weaver…


  • The truth is … you don’t have to invest in expensive inventory.
  • The truth is … you don’t need to invest in a cadre of employees.
  • The truth is … you don’t have to pay rent or own a building unless you want to. (Totally optional)
  • The truth is … 87.45% of the people on earth are potential prospects.
  • The truth is … the world is your game board.
  • The truth is … your competitors are often less-than competitive.
  • The truth is … you can charge in relation to the value you provide.
  • The truth is … you can develop repeat customers.
  • The truth is … with superior service you can enjoy a referral chain.
  • The truth is … you can work as much or as little as you choose.
  • The truth is … your success lies entirely in your hands.
  • The truth is … there are a number of suppliers qualified to help you.
  • The truth is … you can realistically double your business.
  • The truth is … you can have a lot of fun in the travel business.


If you could handle the truth, you would be leaping out of bed every day doing your own personal happy dance looking for more people to help, educate, lead, guide, and serve. You would be talking to more people. Laughing with more people. Asking more questions to more people. You would be listening to more people. You would be trying more new ideas and searching for more opportunities. Yes, you would even be failing more while enjoying your learning curve.

The truth is that many of you have not made up your mind to succeed. Some of you don’t think you deserve success while others are scared that you might actually achieve it.

I’ll say it again. You can’t handle the truth. If you could, you would be too busy enjoying the fruits of labor and not finding time to read articles like this one.

You want to know the truth? The truth is that you are driving the bus. Where you take it is entirely in your hands. If you want to handle the truth, you can handle the truth. This industry is huge. The opportunities are even bigger.


Mike Marchev
Mike Marchev is a down-to-earth motivating sales trainer, author and business coach who specializes in the travel industry. For a complimentary copy of Mike’s 12-Word Marketing Plan send him an email at with the number “12” in the Subject Box. His daily column is made possible by AmaWaterways.

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