Travel Agent - August 13, 2007 - (Page 7)

Editor’s Letter The Joys of Summer I nearly started this column by saying that it’s time to wrestle out of the doldrums of summer to prepare for the busy Fall months ahead, but really, does business ever slow down anymore? I haven’t spoken to anyone lately who said they can’t wait for things to pick up again; if anything, people are working harder than ever, ramping up with new projects, making acquisitions or integrating those that have already been executed. But still, it’s pleasant to insist on a time out and take advantage of the traditional joys summer does bring. In Manhattan, it means being able to visit the Farmers Markets throughout the city. We have one around the corner that’s open every Wednesday. For me, that means stocking up on about 10 or so ears of white corn, which—trust me—is tough to drag home from work, but in the end, is all too worth it. Another joy of summer is being able to work with interns who want to learn about the travel industry. We recently worked with the Academy of Travel & Tourism, which introduced us to Jessica Felipe. Although she was with us for just a short time, we taught her all we could about what we do at Travel Agent magazine. If you have the chance to meet up with this dynamic young woman, either next summer or after she graduates from high school, consider yourselves to be fortunate. She is one of travel’s future rising stars. Ruthanne Terrero, CTC EDITORIAL DIRECTOR rterrero@questex.com Letters to the Editor I found your recently published column, “Sell Me Something, Please!” (July 30, 2007) very interesting. Your experience with the vet and the thoughts you expressed as a result of that experience exactly parallel the feelings and thoughts I have every time I leave a trade event/training function. Unfortunately, this conceptual, almost sterile thought process does not square with today’s day-to-day reality in the trenches. I have absolutely no doubt you were very excited about the possibility of an upgrade in both geography and service levels of your veterinary provider. Both of those things are, however, very tangible attributes, which the vet has available to provide to another customer if you opt to place your business elsewhere. Even with this realization, the vet’s front-line personnel could not get past the fact that your sincere interest as a potential customer probably represents less than 10 percent of their similar encounters—the other 90 percent yielding “no sale.” As travel consultants, we don’t have the luxury of better boarding facilities, and our geographic advantage is only as good as the length of a telephone or other electronic connection. Our stock in trade is our knowledge, our contacts, and most importantly, our time. Once we expend that time with a potential client, we have absolutely no way of getting it back, regardless of whether that time, knowledge and expertise yields a relationship and a sale with the resultant commission or fees. When my first son was born, my wife and I “interviewed” pediatricians. Interestingly, the pediatricians all charged us for an office visit. We were glad to pay, considering we were embarking on an 18-year relationship. The pediatricians all sat down with us to answer our “new parent” questions, convey their philosophies and talk about office procedures. One of the pediatricians “won” our business. All of the pediatricians—not just the “winner”—were compensated for their time. A veterinary relationship should be a long-standing relationship. A travel consultant relationship should also be a long-standing relationship—based on mutual trust and respect. Part of that respect must be respect on the part of the traveler that the travel consultant deserves to be compensated for their knowledge, contacts and time. I would love nothing more than to provide a fresh, spirited, insightful dialogue each and every time the telephone rings. That is the enthusiasm I bring to bear after returning from those trade seminars and training sessions. Unfortunately, it is often difficult to sustain those levels when the other end of the phone considers the travel agent a commodity and only wants the lowest price on the “Ship of Fools,” sailing December 15 in Category XYZ. Larry D. Swerdlin, CTC Burton Travel Ltd. Owings Mills, MD I just read your editorial about the value of suppliers to the agent community (“Suppliers and Agents,” August 6, 2007), and believe me, I agree completely. I have many, many colleagues and friends who are truly experts in their fields, and who like nothing more than to share this knowledge with their travel agent friends. Each time I attend an industry function (and I have been to more than I can count), I see colleagues I’ve known and worked with for decades. It’s this collective knowledge that continues to make our travel agents more professional in every part of their day. Thanks for your support! Bill Lawrence Director, Supplier Strategies CCRA International, Inc. August 13, 2007 TravelAgent 7

Table of Contents Feed for the Digital Edition of Travel Agent - August 13, 2007

Contents Editor's Letter News You Can Use Agenda: Fam Trips, Calendar of Events, Deal of the Week Cover Story: Open Skies PACIFIC ASIA: New Zealand Tourism Update CARIBBEAN AND BAHAMAS: One&Only Ocean Club’s Slow Season Package MIDDLE EAST: Middle Eastern Airlines ALASKA: Cross-country Skiers Flock to Fairbanks CRUISES: Azamara Assails The Sea HONEYMOON AND ROMANCE: Honeymoon Survey Results Agent Profile Luxury Travel Expo Update Classified Marketplace Advertisers’ Information People & Places

Travel Agent - August 13, 2007

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