Luxury Travel Advisor - February 2009 - (Page 47)

ichael’s Travel Centre is cut straight from one of those old John Ford frontier movies. Where Owner Michael Ginsburg opened his storefront 30 years ago in Agoura Hills, CA, there was nothing but orange groves and farmland—quite a leap of faith. Three decades later, Michael’s Travel Centre remains—now heavily fortified by a Vons supermarket to its right and an assortment of specialty shops and fast-food eateries—as part of a large strip-mall complex. The unimpressive storefront belies the over-the-top trips and itineraries the agency concocts for its clients. You have to go no further than the story of one client, who redefines the term, avid swimmer. “He’s a very well-to-do client in his 50s,” Ginsburg says. “As a swimmer, two years ago we arranged for him to swim between Papeete and Moorea. Well, he was there for six weeks so we had to haggle with local officials until we obtained a special visa for him. We also arranged for a trainer to accompany him, as well as boats to sail alongside him as he swam.” Talk about repeat business. Last year, Michael’s Travel arranged a swim for him in the Azores. “When he was finished, he sent my wife and me two first-class tickets to London to meet him,” Ginsburg says. “He was picking up a custom-made Bentley.” This year, the client is back for more with a swim in West Africa off Cape Verde. “We pride ourselves on being able to go the extra mile for our clients,” Ginsburg says. “When people in this area think of travel, they think of Michael’s Travel Centre.” Selling travel is an intimate, local and, above all, family affair at Michael’s Travel. The elder Ginsburg operates his business with his two children—son, Lee, and daughter, Caren—both of whom have a deep-seated love and admiration for their M father. “I am a huge sports fan,” says Lee, “and I never looked up to an athlete like I look up to my dad.” That’s understandable. Ginsburg built his business, which also includes a second storefront in Westlake Village, erected five years after Agoura Hills, from the ground up; it’s a self-made tale and one that begins with Gelson’s, a chain of high-end Southern California supermarkets, where Ginsburg used to work as a manager. “My wife and I always managed to take a vacation each year with the kids—whether it was Palm Springs, Hawaii or somewhere else,” Ginsburg says. “While that was happening, people always asked me travel questions and the best ways to vacation.” Gradually, Ginsburg became dulled by his job: The hours were long and didn’t leave enough time to spend with his family. “A friend of mine owned an agency and said, ‘Michael, in your time off or in the morning, come on in and see how you like the business,’” Ginsburg recounts. He took an immediate shine; the rest, as they say, is history. Ginsburg ended up purchasing a five-year lease at the now thriving strip-mall location. His prescience paid off. “There was nothing here at the time,” he says, “but I thought it would be a good draw.” As for becoming a full-time travel agency owner? “People asked for my advice, and whether I knew anything or not, I gave it to them.” Michael’s Travel Centre Owner: Michael Ginsburg Executive Vice President: Lee Ginsburg Controller: Caren Ginsburg Headquarters: Agoura Hills and Westlake Village, CA Affiliations: Signature Travel Network Employees: 12 agents, 16 independent contractors Annual Gross Revenue: $15 million MICHAEL GINSBURG stands between his son, Lee, and daughter, Caren. The trio have made Michael’s into a multi-million-dollar machine. Website: www.michaelstravel.com Ginsburg has witnessed many changes in the travel industry, from communication via Telex machines to the acceleration of computer technology and applications with real-time information. One thing that hasn’t changed much is the people he works with. Lee has been with the company for 20 years now; Caren joined the operation in 1988 (she works mostly out of the Westlake Village location and handles the back-office affairs); while a handful of Michael’s Travel’s agents have been there for well over 10 years (there’s a mother-and-son duo and sister receptionists). Conspicuously absent is Michael’s wife. “If she worked here, it would be war,” Lee jokingly says of his mother. “We’d probably have one person working for us.” Tightness and continuity has allowed Michael’s Travel to flourish. “When you hear about family businesses, there just aren’t many of them anymore,” Lee says. “We are still trying to be that family business and service our clients the best way we know. That’s why they come here.” Kinship aside, Michael’s Travel Centre has become one of the go-to agencies in Southern California because of its eye for detail, exemplary customer service and nonstop marketing, even in these particularly precarious economic times. “It’s very important for our agents to know what’s going on in the marketplace,” Michael says. “We pride ourselves on being able to go the extra mile for our clients. When people in this area think of travel, they think of Michael’s Travel Centre.” Another reason is because the agency prides itself on always being in the ears of its clients. This generates more clients, and additional outlets of revenue are the only way to thrive. For instance, “When Oceania Cruises came out with their 2-for-1s and free air,” says Lee, “within seconds we were on the phones calling our clients. We also tell them to tell their friends. We don’t want just one booking.” Word of mouth, indeed, has carried Michael’s Travel to prominence. “That’s how we built the business up,” Michael says. Its affiliation with the Signature BY DAVID EISEN www.luxuryta.com February 2009 | LUXURY TRAVEL ADVISOR 47 http://www.michaelstravel.com http://www.luxuryta.com

Table of Contents Feed for the Digital Edition of Luxury Travel Advisor - February 2009

Luxury Travel Advisor - February 2009 Contents Publisher's Letter Editor's Letter Caribbean Mexico Prague Hotel Splendido One Aldwych Liberty Hotel Resorts Cambridge Beaches Luxury Travel Expo Michael's Travel Awards Regent The Pulse Luxury Lifestyles Local Connections Sightings Source List

Luxury Travel Advisor - February 2009

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