Travel Agent - October 1, 2007 - (Page 84)

BUSINESS OPER ATIONS AGENT PROFILE Rudi Steele: One of the Lone Star State’s Brightest Stars Even the travel agents are big time in Texas BY DAVID EISEN RUDI STEELE’S STORY BEGINS IN EUROPE AND ENDS, like so many others looking for opportunity and fortune, in America. Now approaching his 70th birthday, Steele isn’t showing any signs of slowing down as the owner and president of Rudi Steele Travel in Dallas, TX, which is now in its 28th year of operation. His agency has become one of the preeminent sellers of luxury travel in the United States, but his success Stateside can be traced to his days learning the travel trade abroad. Steele was born in Germany, but got his first taste of travel as an apprentice in Zurich for HotelPlan, the travel division of Migros, which is one of Switzerland’s largest enterprises, owning everything from supermarkets to gas. There, more than 45 years ago, Steele did a three-year apprenticeship that showed him the ropes of the travel business, from working with suppliers to closing bookings. Upon finishing his travel education, Steele was shipped to Montreal to work for Guy Tombs Ltd., a travel company for which he was responsible for housing during the 1967 World’s Fair. “I couldn’t speak any English,” he says, “so they sent me there.” (Steele is fluent in both French and German.) Making It Big in the U.S. Eventually he learned English and decided to pursue his dreams in the U.S. “The North American lifestyle was better,” he says, noting that Europe was still depressed after World War II. His experience and willingness landed him his first job in the States with Thomas Cook in San Francisco. Steele was there for four years until the company shipped him to head its Dallas operations in 1971. He’s been in Dallas ever since. After leaving Thomas Cook, he accepted a position with Neiman Marcus Travel, where after five years his clients convinced him to start his own agency. “They actually gave me start-up money,” he says. Rudi Steele Travel was born on June 5, 1978, and from day one Steele has catered to the luxury market. “All my colleagues back then told me that if I didn’t take on commercial accounts, I wouldn’t make it,” he says. “Now they are all gone, and I’m still around.” And he’s not going anywhere. “I feel healthy and I love the business too much,” he says. When he does decide to hang up his travel agent spurs, he says he will leave the business to his staff, an altruistic gesture he feels is right. “They’ve stuck with me,” he says. Steele’s agency is small, with a staff of only 10 agents, but they are at the top of their craft and are, above all, loyal. (Vice President Tom Froehlich has been by Steele’s side for more than 20 years.) Steele’s success can be chalked up to his Rudi Steele RUDI STEELE TRAVEL, INC Headquarters: 100 Highland Park Village, Dallas, TX 75205 Phone: 214-522-2777 Web Site: www.rudisteele.com Affiliation: Virtuoso Gross Revenue (2006): $20 million 84 | TravelAgent October 1, 2007 http://www.rudisteele.com

Table of Contents Feed for the Digital Edition of Travel Agent - October 1, 2007

Online Now From the Editor From the Publisher Contributors Caribbena: Porta Caribe, Puerto Rico, an Unspoiled Retreat Carribbean Deals Mexico: Insider Tips: Hotels, Dining and Shopping in Cancun Mexico Deals Las Vegas: Tell Clients About Day Trips Into the Great Outdoors Europe: Budapest: Off-Season Promotions Pacific/Asia: Korea Expands its Offerings Seoul Primer: All the Info You Need For a Smooth Trip Pacific/Asia Deals Hawaii: Captivating Kauai: Enhanced Resorts, Natural Beauty Cruises: Building Revenue with Themed Cruises Cruise Deals Hotels: London: The Lanesborough’s New Guest Rooms Tours: Gutsy Women Travel’s New Morocco Itinerary Tour Deals Spas: Escape to Tranquility: Three Spa Havens Spa Deals Cover Story: Donna Flora Agent Profile Podcasts Offer a New Way to Give Your Clients Added Value Car Rental Navigation 101: Shift Profits into High Gear with These Tips Agenda: Fam Trips, Deals & Incentives, Calendar Cruise: Commission Cutting, Hurricanes Pitch Colombia, Impress Your Clients Malaysia’s Minister of Tourism New Alaska Products for Families In the Spotlight Editorial Index Advertising Index Classified Marketplace Trendwatch

Travel Agent - October 1, 2007

For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.