Travel Agent - January 5, 2009 - (Page 42) BUSINESS OPER ATIONS AGENT PROFILE Scott Pinheiro Community roots and expertise contribute to this agent’s success BY GEORGE DOOLEY DESPITE THE CURRENT RECESSION, A TRAVEL AGENCY’S ROOTS IN THE COMMUNITY and the professional expertise of its staff can be the first line of defense against a downturn. This is a firm belief for Scott Pinheiro, president and owner of Santa Cruz Travel, Santa Cruz, CA. With 45 years in the business, Santa Cruz Travel is the oldest agency in Santa Cruz County and one of the best focusing on the upscale, high-end leisure traveler. With annual sales of just over $8 million, Pinheiro’s agency was founded in 1964. “My mother, Jeanne Epping, was ASTA’s president in 1995/96, when the airline commission caps and cuts hit. I grew up in the travel business and, like other agents, have lived through endless crises, including the 9/11 disaster. It’s my belief that professional agents can survive and thrive despite the current economic crisis.” Pinheiro stresses the opportunities that agencies have in their communities. With an 80/20 percent leisure/corporate business split and 18 staffers, including 11 outside sales reps, he sees the challenge to effectively use agency resources. He is especially bullish on small-group travel opportunities. “It’s going to be a challenging environment,” he says. “This includes declining yields from cruise sales and problems with airline capacity cuts. The return on investment in tour sales offers immediate opportunities.” Pinheiro has a website, but relies on the expertise and professionalism of his staff to build relations with clients. “There is no substitute for personal service, contact and communicating to clients the excitement of travel. We are known and respected in the community and among our clients. Word-of-mouth recommendations are important to us, as they are to any agency.” While Pinheiro sees Santa Cruz as more of a high-touch rather than high-tech agency, he urges agents to stay on top of new technologies. A Sabre GDS agency, Santa Cruz uses TRAMS ClientBase and Back Office systems and reports solid results from using TRAMS new ClientBase Marketing system. “Technology is great, but it can’t substitute for good managerial judgment or hands-on client contact.” of agencies are ASTA members. I would like to see this increased to 60 percent or more. ASTA offers tremendous resources for agents and works hard to deliver value to members.” Aside from ASTA’s resources is the importance of ASTA’s ability to represent the industry. “Too many agents pass the buck to others to represent them,” he says. “Travel agents operate in a complex world. From the Transportation Security Administration, to Congress and the state capitals, travel agents need to let their voices be heard. Think also of the costs of Airlines Reporting Corporation fee hikes or state tax initiatives. ASTA’s membership costs are minimal and the benefits substantial.” The Marketing Imperitive Another frustration for Pinheiro is the number of agencies that do not belong to agency marketing groups. “Co-ops, consortia and franchise groups are tremendously valuable to agencies—especially smaller agencies,” he says. “They contribute mightily to an agency’s bottom-line results, including override commissions. They also have great technology, marketing and networking programs. Agency owners should take a look at all the options available to them.” Santa Cruz is a long-standing member of WESTA. In 2009, Pinheiro’s Santa Cruz Travel will operate “lean and mean” as a precaution against a protracted downturn. But despite this, he remains optimistic. “Santa Cruz has outstanding staffers—several with 20-plus years in travel— with the expertise and skills to help us prosper. Couple that with a strong commitment to the community and a solid reputation for delivering quality services and we will prosper.” I Help From ASTA A long-term champion of ASTA, Pinheiro serves as ASTA’s Northern California chapter president and as a member of ASTA’s Board of Directors. “It shocks me that only about 25 to 30 percent Scott Pinheiro PRESIDENT AND OWNER OF SANTA CRUZ TRAVEL, INC. Headquarters: 1519 Pacific Ave., Santa Cruz, CA 95060 Phone: 831-426-4900; 800-624-0282 Website: www.santacruztravel.com Affiliations: ASTA, CLIA, WESTA CONNECTING YOU For more profiles of industry professionals, visit www.travelagentcentral.com/industry-profiles 42 | TravelAgent January 5, 2009 http://www.santacruztravel.com http://www.travelagentcentral.com/industry-profiles
Table of Contents Feed for the Digital Edition of Travel Agent - January 5, 2009 Travel Agent - January 5, 2009 Reality Check Online Now Contents From the Editor Europe: Copenhagen is Replete with Designer-Savvy Digs Pacific Asia: Krabi, Thailand, is a Serene and Beautiful Province Along the Andaman Coast Canada: Great Slopes and Rooms in Western Canada Las Vegas: The Luxor Reinvents and Redefines Itself Central & South America Caribbean, The Bahamas & Bermuda: St. Lucia Had an Exciting Year Anguilla Has Numerous Properties Awaiting Visitors Cruises: Increasing Cruise Sales with Enrichment Programs Cover Story: 2009 Survival Guide Agenda CLIA Puts a Keen Eye on Training and Education for 2009 Hawaii's Luxury Offerings Clients Continue Demanding Exotic and Experiential Trips News from the Caribbean and Mexico Classified Marketplace In the Spotlight Agent Access Editorial Index Advertising Index Travel Agent - January 5, 2009 Travel Agent - January 5, 2009 - Travel Agent - January 5, 2009 (Page Cover1) Travel Agent - January 5, 2009 - Travel Agent - January 5, 2009 (Page Cover2) Travel Agent - January 5, 2009 - Reality Check (Page 1) Travel Agent - January 5, 2009 - Online Now (Page 2) Travel Agent - January 5, 2009 - Online Now (Page 3) Travel Agent - January 5, 2009 - Online Now (Page 4) Travel Agent - January 5, 2009 - Online Now (Page 5) Travel Agent - January 5, 2009 - Contents (Page 6) Travel Agent - January 5, 2009 - Contents (Page 7) Travel Agent - January 5, 2009 - Contents (Page 8) Travel Agent - January 5, 2009 - Contents (Page 9) Travel Agent - January 5, 2009 - From the Editor (Page 10) Travel Agent - January 5, 2009 - From the Editor (Page 11) Travel Agent - January 5, 2009 - From the Editor (Page 12) Travel Agent - January 5, 2009 - From the Editor (Page 13) Travel Agent - January 5, 2009 - From the Editor (Page 14) Travel Agent - January 5, 2009 - From the Editor (Page 15) Travel Agent - January 5, 2009 - Europe: Copenhagen is Replete with Designer-Savvy Digs (Page 16) Travel Agent - January 5, 2009 - Europe: Copenhagen is Replete with Designer-Savvy Digs (Page 17) Travel Agent - January 5, 2009 - Europe: Copenhagen is Replete with Designer-Savvy Digs (Page 18) Travel Agent - January 5, 2009 - Europe: Copenhagen is Replete with Designer-Savvy Digs (Page 19) Travel Agent - January 5, 2009 - Pacific Asia: Krabi, Thailand, is a Serene and Beautiful Province Along the Andaman Coast (Page 20) Travel Agent - January 5, 2009 - Pacific Asia: Krabi, Thailand, is a Serene and Beautiful Province Along the Andaman Coast (Page 21) Travel Agent - January 5, 2009 - Canada: Great Slopes and Rooms in Western Canada (Page 22) Travel Agent - January 5, 2009 - Canada: Great Slopes and Rooms in Western Canada (Page 23) Travel Agent - January 5, 2009 - Canada: Great Slopes and Rooms in Western Canada (Page 24) Travel Agent - January 5, 2009 - Canada: Great Slopes and Rooms in Western Canada (Page 25) Travel Agent - January 5, 2009 - Las Vegas: The Luxor Reinvents and Redefines Itself (Page 26) Travel Agent - January 5, 2009 - Las Vegas: The Luxor Reinvents and Redefines Itself (Page 27) Travel Agent - January 5, 2009 - Central & South America (Page 28) Travel Agent - January 5, 2009 - Central & South America (Page 29) Travel Agent - January 5, 2009 - Caribbean, The Bahamas & Bermuda: St. Lucia Had an Exciting Year (Page 30) Travel Agent - January 5, 2009 - Caribbean, The Bahamas & Bermuda: St. Lucia Had an Exciting Year (Page 31) Travel Agent - January 5, 2009 - Caribbean, The Bahamas & Bermuda: St. Lucia Had an Exciting Year (Page 32) Travel Agent - January 5, 2009 - Caribbean, The Bahamas & Bermuda: St. Lucia Had an Exciting Year (Page 33) Travel Agent - January 5, 2009 - Anguilla Has Numerous Properties Awaiting Visitors (Page 34) Travel Agent - January 5, 2009 - Cruises: Increasing Cruise Sales with Enrichment Programs (Page 35) Travel Agent - January 5, 2009 - Cruises: Increasing Cruise Sales with Enrichment Programs (Page 36) Travel Agent - January 5, 2009 - Cruises: Increasing Cruise Sales with Enrichment Programs (Page 37) Travel Agent - January 5, 2009 - Cover Story: 2009 Survival Guide (Page 38) Travel Agent - January 5, 2009 - Cover Story: 2009 Survival Guide (Page 39) Travel Agent - January 5, 2009 - Cover Story: 2009 Survival Guide (Page 40) Travel Agent - January 5, 2009 - Cover Story: 2009 Survival Guide (Page 41) Travel Agent - January 5, 2009 - Cover Story: 2009 Survival Guide (Page 42) Travel Agent - January 5, 2009 - Cover Story: 2009 Survival Guide (Page 43) Travel Agent - January 5, 2009 - Agenda (Page 44) Travel Agent - January 5, 2009 - CLIA Puts a Keen Eye on Training and Education for 2009 (Page 45) Travel Agent - January 5, 2009 - Hawaii's Luxury Offerings (Page 46) Travel Agent - January 5, 2009 - Clients Continue Demanding Exotic and Experiential Trips (Page 47) Travel Agent - January 5, 2009 - Classified Marketplace (Page 48) Travel Agent - January 5, 2009 - In the Spotlight (Page 49) Travel Agent - January 5, 2009 - Agent Access (Page 50) Travel Agent - January 5, 2009 - Agent Access (Page 51) Travel Agent - January 5, 2009 - Agent Access (Page 52) Travel Agent - January 5, 2009 - Agent Access (Page 53) Travel Agent - January 5, 2009 - Agent Access (Page 54) Travel Agent - January 5, 2009 - Editorial Index (Page 55) Travel Agent - January 5, 2009 - Advertising Index (Page 56) Travel Agent - January 5, 2009 - Advertising Index (Page Cover3) Travel Agent - January 5, 2009 - Advertising Index (Page Cover4)
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