Travel Agent Professional Feb. 2011

Travel AgentProfessional

4 My Crystal Ball Says...By Bob Sharak

8 GREED –By Les-Lee Roland

14 Getcha, GetchaBy Scott Koepf

February 2011Issue 2

7 NIGHT ITALY & FRENCH RIVIERA VOYAGE

Azamara Club Cruises is a proud member of the Royal Caribbean Cruises Ltd. family of cruise lines.

Prices are per person, cruise only, based on double occupancy in USD. All itineraries and prices are subject to change without notice. Certain restrictions apply. Government taxes and fees are additional. ©2011 Azamara Club Cruises Ships’ Registry: Malta.

F R E N C H & I TA L I A N R I V I E R A

OVERNIGHT AT

MORE TIME TO love On Azamara Club Cruises® fall in love

destination immersion included gratuities Azamara’s value is unmatched

more longer

Saturday 11:00am: Shop in the many posh boutiques

Saturday 10:00pm: Enjoy an evening of gaming opulence

Sunday 2:00pm: Fall in love with Monte Carlo, Monaco

Friday 9:00am: Take in the French Riviera as you enter Monte Carlo’s harbour

May 1, 2011

June 25, 2011

July 21, 2011

September 24, 2011

Athens (Piraeus), Greece to Rome (Civitavecchia), Italy

Lisbon, Portugal to Paris (Rouen), France

Stockholm, Sweden Roundtrip

Nice, France to Rome (Civitavecchia), Italy

7 Nights

7 Nights

7 Nights

10 Nights

Starting from $1,799




May 16, 2011

June 18, 2011

July 9, 2011

August 13, 2011

October 15, 2011

Haifa, Israel to Athens (Piraeus), Greece

Athens (Piraeus), Greece to Rome (Civitavecchia), Italy

Nice, France to Rome (Civitavecchia), Italy

Venice, Italy to Athens (Piraeus), Greece

Athens (Piraeus), Greece Roundtrip

10 Nights

7 Nights

10 Nights

7 Nights

11 Nights






For more information please visit CruisingPower.com

Azamara Journey ®

Azamara Quest ®

||||

|||||

||||

|||||

||||

|||||

Rates shown are for Club Interior Staterooms

http://issuu.com/action/page?page=22






1

Travel Agent Professional TAP

2011

Ad In

dex

64 My Crystal Ball SaysBy Bob SharakExecutive Vice President Marketing & Distribution, Cruise Lines International Association (CLIA)

68 GREED – You Better Have ItBy Les-Lee RolandOwner of The Package Deal

10 Clients for Life: Stick to The Basics!!By Mitchell J. SchlesingerVice President, Sales & Marketing Voyages to Antiquity

14 Getcha, Getcha, Getcha, Getcha, Getcha Head in The Game!By Scott KoepfVice President of Sales Avoya Travel/America’s Vacation Center

18 Starting a Blog – How to Choose a NameBy Sherry Laskin, ACCTravel Writer, Blogger & Social Media Advisor

20 Host Listing

February

Http://www.JoinAvoya.comhttp://www.azamaraclubcruises.comhttp://www.leisurepops.com/

http://www.royalcaribbean.com/http://www.trams.com/ http://www.myhosttravelagency.comhttp://us.voyagestoantiquity.com/

Avoya Travel/AVC.........................21Azamara Club Cruises.................IFCLeisure Pops ...........................15, 17

Royal Caribbean Line ...................BCTRAMS ...........................................7Travel Planners Int’l......................13 Voyages to Antiquity ......................3

Travel AgentProfessional

February 2011 Issue 2

Travel Agent Professional has its roots in Home BasedTrade, the first magazine of its kind, started by Joel Abelsin 2004. Joel and Lenore Abels ran Travel Trade for near-ly half a century – it was started by her grandfather, JohnS. Lewis, and her father, Sidney Lewis, in 1929, and theytook the publication over after her grandfather’s passing.

Under Joel’s direction, the company grew to be one of thetravel agent industry’s leading publications, reaching more than 45,000 agents throughoutNorth America. It spawned a famous series of trade shows and three monthly magazines –Cruise Trade, Tour Trade and Home Based Trade.

The Abels also garnered enormous respect – Joel received the Neal Award, called “thePulitzer Prize of the business press,” for his hard-hitting editorials.

On a personal note, after working with Joel for over a decade and staying with him until theend, I grew to truly care for and respect the man. He was like a second father to me. Joelwas old school, he stood by his word and believed in his work. There will never be another.

While nobody can replace this industry legend, we’re hoping that this new publication, whichreunites the original Home Based Trade editorial board, will be able to carry on his passionfor travel and those who sell it.

Ann M. Hoek

Travel Agent ProfessionalPO Box 120202

Staten Island, NY 10312E-mail:

mailto:[email protected]:

718.227.7541

Ann M. HoekPublisher/Creative Design

Bonnie WallingEditor

Meet Our Editorial BoardMitchell J. Schlesinger

Vice President, Sales & MarketingVoyages to Antiquity

www.voyagestoantiquity.com

Mary BrutscherFormer Host Agency Owner & Travel Educational Instructor

mailto:[email protected]

Rusty Pickett, ECCShellback Cruises

www.shellbackcruises.com

Les-Lee RolandOwner of The Package Deal

Scott KoepfVice President of Sales

Avoya Travel/America’s Vacation Center

www.JoinAvoya.com

Sherry Laskin, ACCTravel Writer, Blogger & Social Media Advisorwww.sherrylaskin.com

Sherrie FunkCo-owner & President of

Just Cruisin’ Pluswww.justcruisinplus.com

ContributionsLee Rosen, CEO

Leisure Popswww.leisurepops.com

This online magazine is dedicated to the memory of Joel Abels, Travel Trade's editor and publisher. Joel and his life's work may be

gone, but with your help it can live on.

We’ve lost a man who was passionate about the travel industry and its people.

We lost someone who was not afraid or intimidated when it was time to stand up for

what is right or to defend the little guy. We lost someone who so passionately believed

in this industry that he would turn down advertising dollars from those who he thought

to be operating a little on the shady side of things.

Joel Abels was a man who helped shape my career when several years ago Franz and I

attended PA$$PORT TO PROFIT$ in Las Vegas. True to form, Joel kept all in atten-

dance in stitches with his jokes and comments. He was so at ease with all present and

you could tell that he was having a very good time. He was personable and had time to

chat when we met that first time.

Throughout the years, Joel gave me the courage to stand up for what I believed in

and to question, privately and in public, those who were not working with and support-

ing agents and those who were unfair. He gave us a platform to share information and

support and assist one another in Home Based Trade. He took time to listen to my

ideas, plans and dreams and to truthfully advise me as to whether or not it seemed to

be worth pursuing. He was quick to speak his mind, honestly and sometimes bluntly,

and he was just as quick if not more so, to pat you on the back and encourage you.

Joel was a man that many of us in this industry looked up to. He was a man respect-

ed. He was a man who brought about many changes in the industry. He was a man

who was a friend to many. He will be truly, truly missed.

— Mary BrutscherReprinted from Feb. 2007 Home Based Trade with writer permission

Joel M. Abels Legend In the Travel Industry

April 1927 to January 2007

Visit www.voyagestoantiquity.com

By

B

ob

S

ha

ra

k

February 2011

My Crystal Ball Says A Confident Cruise Industry

Continues to Grow, Professional Travel Agents

Reap the Rewards

Bob SharakExecutive Vice President Marketing &

Distribution, Cruise Lines International Association (CLIA)

A steadily growing North American cruise industryis sailing into 2011 with confidence and optimism. We may have some

choppy waters left to navigate, but the stock market is booming, people

are planning vacations again, and the 25 member lines of Cruise Lines

International Association (CLIA) are ideally prepared to grow, maintain

full occupancies, and provide consumers with irresistible value.

Guest Editorial – Crystal Ball 20114

Knowledgeable, well-trained travel

agents, who, it turns out, share our optimism and

predict that cruising will out-perform other seg-

ments of travel, stand to be the major beneficiaries.

A December survey of CLIA member travel agents

found that 2010 was stronger than 2009 and that

93.6 percent are optimistic about travel sales in

2011 and beyond. Eighty-six percent of agents

anticipate cruise booking increases.

There is no doubt that the last 18 months have

been difficult, but CLIA’s members rose to the

challenge by continuing to invest in the future,

building new ships, offering innovative new cruise

experiences, developing increasingly diverse itiner-

aries all over the world, and reaching out to their

travel agent partners. That whole-hearted commit-

ment to the future is paying off.

When final figures are totaled, we expect to

announce that CLIA member lines, operating at

103 percent occupancy, carried 15 million people

in 2010, including 11.1 million North Americans.

And, we are forecasting another record year for

2011 – 16 million passengers, an increase of 6.6%,

with 73% of guests, or 11.68 million, coming from

North America, and 27%, or 4.32 million, sourced

internationally.

Underlying the cruise industry’s confidence is con-

tinued growth. Since 1980, the average annual pas-

senger growth rate for CLIA member lines has

Travel Agent Professional

been more than 7.5%. In 2010, 12 ships, representing an

investment of $5.9 billion and ranging in capacity from

101 passengers to 5,400 passengers, joined the CLIA fleet.

Between 2011 and 2012, an additional 22 ships are on

order, including 14 in 201l. The 2011 arrivals include:

Carnival Cruise Lines’ Carnival Magic (3,652 passengers);

Costa Cruises’ Favalosa (3,502 passengers);

Celebrity Cruises’ Silhouette (2,850 passengers);

Disney Cruise Line’s Dream (4,000 passengers);

Oceania Cruises’ Marina (1,250 passengers);

Seabourn Cruise Line’s Quest (450 passengers);

Pearl Seas Cruises’ Pearl Mist (210 passengers);

Avalon Waterways’ Panorama (166 passengers);

AMA Waterways’ Amalotus (124 passengers),

Amaverde (162 passengers),

Amakaterina (212 passengers);

Uniworld Grand Boutique River Cruises’

Douro Spirit (128 passengers),

SS Antoinette (164 passengers) and

River Victoria (206 passengers).

As you can see, the new arrivals represent every aspect of

the industry, from contemporary, large ship cruising to the

ultimate in intimate luxury.

But, it’s not just new ships fueling consumer interest in

cruising. The “globalization” of the industry plays a major

role as well, serving to attract not only experienced cruis-

ers looking for new destinations to visit but first-timers as

well. According to our member lines and their agent part-

ners, the “hot” destinations of 2011 are truly internation-

al: all regions of Europe, including European rivers, which

are currently enjoying increasing consumer interest

through a new CLIA product category, river cruising; the

Caribbean, South America, Asia, and the Pacific .

Combining all these destinations, world cruises continue

to be a growing segment of the industry.

5

(continued on page 6)

6

February 2011

The continued evolution of shipboard experiences

also grabs the attention of vacationers. This

includes ever-increasing choice in dining experi-

ences, from celebrity chefs and specialty restau-

rants serving the world’s most popular cuisines, to

cooking classes, chefs’ tables, and local sourcing of

food, including, in some cases, market tours with

the ship’s executive chef. Keeping pace with dining

innovations is an entirely new generation of

onboard luxury spas featuring top-branded spa

partners, even private spa suites.

Other trends that cruisers can expect in 2011

include increased choice in shore excursions, par-

ticularly private or exclusive shore excursions and

activities targeting specific demographics or inter-

ests, such as families, children, sports, or other

special interests. Theme cruises continue to

attract first-timers and experienced cruisers,

especially if they feature food and wine, music —

from Elvis to opera — culture and art. And, ship-

board entertainment, having achieved Broadway

musical-style scope in recent years, appears to be

broadening to offer more intimate offers, like

comedy clubs and intimate cabarets.

Where is the growth in passengers coming from?

According to CLIA member agents, primarily from

baby boomers but also families and multigenera-

tional groups, first time cruisers and even corpo-

rate/meeting groups of all sizes, including ship

charters. It is also worth noting that those selling

cruises report an expanding booking window,

from an average 4.5 months in 2009 to an antici-

pated 5.8 months in 2011.

When we surveyed our travel agent members,

they reported that cruising has earned the #1

ranking in consumer interest compared to other

types of travel. Past cruise experience, price and

excitement generated by new ships were among

the top reasons but heading the list was perceived

value. Consumers, justifiably, believe that cruising,

whether it’s a three-day trip to The Bahamas or a

world cruise, offers truly outstanding value for

money spent. In today’s environment, what could

be a better sales pitch?

Are you taking full advantage of what cruising can

do for your business? As professional travel

agents, clearly you understand the importance of

professional development. There is nothing more

valuable than product knowledge and first-hand

experience. At least that is the case for CLIA’s

16,000 agent or agency members, the vast majori-

ty of whom have taken part in some aspect of

CLIA training and Certification and report an

average increase in cruise sales of 261%. CLIA

member cruise lines also offer their own training

programs.

I urge you to look into professional development

if you haven’t already done so. CLIA offers 45,000

training events a year, through classroom and

online courses, a traveling Trainingfest, CD, DVD

and print materials, and, of course, the seminars

and workshops offered at cruise3sixty, the indus-

try’s annual conference and trade show, this year

to be held in Ft. Lauderdale, April 14-18. Our goal

is to make it easy for agents to begin, continue or

complete their personal professional develop-

ment; at CLIA it’s all about you, the travel agent.

So, join us!

In the meantime, I wish you best of luck and con-

tinued success in the months and years ahead.

By

L

es

-L

ee

R

ol

an

d

We’ve all seen movies that have a line of dialogue that lasts

forever. It’s said that CASABLANCA has the most quotable quotes

— “Play it again,” “Round up the usual suspects,” “This may be

the start of a beautiful friendship,” “Here’s looking at you, kid,”

and so many more.

Michael Douglas, as Gordon Gecko in WALL

STREET, recited “Greed! Greed is good.” Actually,

that wasn’t just movie dialogue. It was a

line used by a real person, Michael

Milken, a stockbroker who went to

jail for insider trading.

But the line still stands up. Greed is

good. It’s what the airlines are practic-

ing — selling anything they can to the

onboard passengers, and they are making

tons of money. The public has accepted the

ticketing fees, the baggage fees, the premium

seats, paying for their food and Wi-Fi. Soon, they

probably will find a way to pay for announcements

from the pilot. I don’t know why they don’t have a travel-

ogue of the history of the areas we’re flying over. Another

$25. That’s Greed!

The cruise lines feel Greed is good. They, or their subsidiary companies

are selling everything from acupuncture treatments to teeth whitening.

Items you would expect on a cruise ship…Huh? How about a $399

package to use the spa and the special pool — out of the sun, but away

from the civilians who came to enjoy the amenities of a cruise.

And what about the port lecturers who put the fear of doom into

first time cruisers when they say to only buy at the stores in port

that they recommend? Otherwise, your price may not be protect-

ed and goodness knows what. That’s Greed.

Les-Lee RolandOwner of The Package Deal

8 GREED –

February 2011

9


And the shore excursions! If you don’t use theirs,

the ship won’t wait for you if you are delayed. But

in a place like Grand Cayman, if your private car

breaks down, you can jog back to the ship. In the

era of everyone having cell phones, I rarely, and I

mean rarely, have ever heard of a reputable com-

pany not working with the cruise line who didn’t

get passengers back in time.

The tour operators are not exempt from Greed. At

least 90% of them have tour leaders who stop at a

place for your passengers to shop. Do you think the

guide gets a little something from the merchants?

And the same guide may also sell optional excursions

— money in their pockets and not ours. Greed.

And the remaining 10%? Well I remember a Tauck

tour where people didn’t want to take the helicopter

tour in Hawaii. The escort surprised them with a

check — the money for the helicopter tour, which

was automatically included in the itinerary — it was

not an option. That was a totally unexpected surprise.

Greed can be good. In fact, Greed is part of my

2011 marketing plan. I want more business. I am

greedy for getting that extra piece that has eluded

me. I am increasing my group offerings. I am also

looking for new ways to connect with my clients. I

want to stay in touch with them. I don’t want

them to stray and fall into the temptations of what

another agent may be offering. Who knows, that

other agent may be greedier than I am.

But being greedy comes with advantages and dis-

advantages. There still is only 24 hours in a day to

get things done. There still are obligations, outside

of work, that shouldn’t be forfeited because of

business. Our private lives, our families, they

deserve to be part of our greed. Taking time to be

with my friends to play Mah Jongg at least twice a

week, or meet for dinner is my greedy personal

time. My friends love to travel in groups, and they

expect me to bring new offerings to the table, or

talk about where any of us have been recently and

our “bucket lists” of places we still want to go.

Many times, my private time does turn into travel

revenue.

So, my fellow agents, this is the time to sit down

and make your own list of greedy items. If it is the

new car you want, the new bigger and better TV,

the new iPad, whatever it is, put it on your list.

And then realistically map your plan of how you

are going to work for that greedy pleasure.

When you actually see how some of these items

are within your grasp, you then realize that the goal

may not be out of range. It may just take an extra

four people on that blocked cruise space. It may be

one additional E-mail blast to past passengers. It

may be the extra twenty cold calls on the phone.

Keep that list within eyesight on your desk. Soon

you will become Greedy and understand that

Greed can be good!

The opinions in this piece are strictly those of the

columnist and do not necessarily represent those of

Travel Agent Professional.

You Better Have It

10

By

M

it

ch

el

l

J.

S

ch

le

si

ng

er

February 2011

Mitchell J. SchlesingerVice President, Sales & MarketingVoyages to [email protected]

1. Customers “quit” because:

• They are dissatisfied with the product (15%)

• Service indifference (70%)

2. Unhappy customers will tell 8-10 people. One in five will tell 20 other people!

3. Seventy percent of complaining customers will return if their issue is eventually

resolved and 95% will return if the resolution is virtually immediate.

4. It costs five times more to generate a new client than to keep old ones.

5. Customer loyalty and referrals can be ten times more valuable than a

single purchase.

6. Younger customers are innately less loyal but, as they get older and the spending

per purchase rises, they tend to be more loyal. In this evolution, the opportunity

to retain customers enhances dramatically with the right service approach.

Clients for Life:

I spoke to a travel agent recently who expressed

some level of contentment with the notion that his agency was

retaining approximately 35% of their customers. I immediately

asked some questions including:

Don’t you think that figure is low?

Do you have any idea why some or all of the other 65%

didn’t use the agency again?

Do you have any idea where or from who the other 65%

purchased travel?

Do you have any idea how much referral business you

have received from current clients?

The agent didn’t have answers supported by any real data or

research, which segues directly to a review of the basics of cus-

tomer service and the role they play in the concept of Clients for

Life. I referred to the writings of Michael Le Boeuf, Ph.d, one of the

litany of authors who specialize in customer service. Let’s start

with some things to consider:

11


We are all in the hospitality industry, yet exceptional customer service is so rare thatany time we encounter it, it shines like a beacon. Why is it not more commonplace?Three main reasons:

Stick to The Basics!!


1. Employees do not understand the basics of cus-

tomer service on their own, mainly because it is

not their business and they have no perspective of

what is at stake, until this education and training

process is implemented. As owners and managers,

this is your responsibility and it is equally impor-

tant as product knowledge.

2. Every single contact by a customer or potential

customer is a “judged” experience. These

“moments of truth” can provide anywhere from

warm and fuzzy feelings to those of indifference

by customers who then use these reactions to

project what the full service experience might

entail. For travel sellers, this is especially crucial as

products sold get more expensive.

3. There is no reward system in place for both

employees and the customers themselves.

Exceptional customer service is an uphill climb to

achieve, so businesses that do not reward employ-

ees for providing excellent service will never get

to the top of the hill. And for customers to really

believe they are cared about, there needs to be

two reward systems in place, one for them when

they repeat purchase and another for referrals.

February 2011

And it is this last point that is so critical. The rewarded customer purchases, repeat purchases and

provides the multiplier effect of referrals. Think about yourself as a customer and the service you

encounter anywhere from a Ritz Carlton level hotel to your favorite restaurant, to picking up your dry

cleaning. Eye contact, attention to YOU, attention to the detail of your order, any recollection of who

you are, purchase habits, preferences, enticements for you to return or tell others.

The final thought is the incorporation of the customer service basics into the

“non selling process.” “Non selling?” Here is why:

1. The primary objective should not be about just short term dollar sales, but in creating cus-

tomer relationships that provide both short and long term dollar sales.

2. Employees must be taught to “help customers buy” which requires taking the perspective

of what the customer needs and wants in order to fulfill their vacation expectations. They

might think they want a certain ship to a certain destination, but it is your responsibility to

make sure they understand which ship is really right for them to deliver the experience

they desire and expect. And after all, the ultimate reaction to the fulfillment of expecta-

tions is what dictates customer loyalty.

3. The combination of no’s 1 & 2 fulfills the notion that customers like to buy, but do not

want to be sold. Think about how often customers come to your agency already pre-dis-

posed to purchase a trip. You don’t have to SELL them the desire to go, BUT you do have

responsibility to make sure that they purchase the right product.

Focus on what customers need and want, help them buy what’s best for them and reinforce the purchase

decision. Just like a building needs a foundation, a successful business needs to understand and implement

the basics of customer service in order to create customer relationships that result in Clients for Life.

12Eye contact, attention to YOU, attention to the

detail of your order, any recollection of who you

are, purchase habits, preferences, enticements for

you to return or tell others. ‘ ’

Getcha Head inThe Game!

14

By

S

co

tt

K

oe

pf

February 2011

Scott KoepfVice President of Sales

Avoya Travel/America’s Vacation Center

www.JoinAvoya.com

If you have no connection to anyone from 6

to 16 years old, you will look at this title and only

want to criticize my butchering of the English lan-

guage. But if you do have some youngsters in your

life or if you are a musical theatre fanatic like me,

then you know this title is from one of the biggest

television and stage show phenomenons of the

last decade – Disney’s High School Musical!

This song, as well as all of the others from this

simple yet sweet musical, is stuck in my head, as I

have been surrounded by them for weeks. Yes, I

love musical theatre, but this is not a self-imposed

barrage of teen idol music. My wife is the theatre

director and teacher at a large high school and

she is directing, you guessed it, Disney’s High

School Musical. Not only that, but my oldest

daughter is choreographing and my youngest is

playing the very fun role of Sharpay.

Now that I have shared too much information on

my family’s obsession with musicals, you might be

asking “Hello, I am in the travel industry. What

does any of this blabbering have to do with me?”

An excellent question to be sure, so stick with me.


Getcha, Getcha, Getcha,

What is LeisurePops?Leisure Pops is a point-of-

sale, merchandizing software

application that runs on an

agent’s desktop and helps

travel agents to sell more

preferred suppliers, more

add-on products and more

upgrades.

Leisure Pops runs in the

background on an Agent's

desktop and then “Pops” or

reminds an agent via a pop

up message of opportunities

to better serve their client

— as well as make more

commissions.

Lee RosenPresident, Leisure Pops

Leisure Pops: A New Application from an Old Friend

For more information go to www.leisurepops.com

• Sell more preferred suppliers.

• Sell more add-on products.

• Earn more commissions.

• Better service your clients.

The Power of Pops

16“Getcha Head in the Game” is advice from the

coach to his star player when it seems like love

may be distracting him. So here is what struck

me as similar to what most of you deal with

every day. Since most of you are Home Based,

like I have been for many years I know that we

all have to deal with distractions. While I wish

for all of us that it was love that was our prima-

ry distraction, it is usually things like dirty dish-

es, a garage that needs organizing, a dog that

needs walking, or any number of things that pull

our focus.

Like our hero in this musical, you do not need to

ignore the things that distract us but simply

choose to give our full attention to the game

when we need to. Just like basketball, while skills

are key, having your head in the game one hundred

percent will be the difference maker.

Since I believe that life is exactly like musicaltheater, I know that you can have success not

only in selling travel but also in all the things that

distract you. You can win the game, get the lead in

the musical AND get the girl!

Okay, it is not that easy. Even in musicals conflicts

arise which must be overcome (otherwise there

would be no ballads) but the solution really does

come down to the eloquence of these words –

“Getcha Head in the Game!”

Working at home is a great opportunity, but self-

discipline becomes the most important skill for

success when you are in that environment. As the

famous business philosopher, Jim Rohn, said, “All

choices lead to only two results – Reward or

Regret.” If you only are going through the

motions, you will not reap the rewards you could

if your head was fully in the game.

This is really all about time management which

starts with making lists of all of the things that

need to be done (dishes, garage, dog) but also

requires intense focus on just one thing at a time.

Your clients deserve it and the rewards will come

your way if you choose correctly.

Most studies now show that multitasking is ineffi-

cient, so talking travel while doing the dishes will,

in the long run, fail. The only exception, which is

proven by every musical ever written, is that it is

fine to break into song at any time no matter

what you are doing (if you don’t believe me ask

my coworkers!). So the next time your mind wan-

ders, jump up and sing….

“Getcha, Getcha, Getcha, Getcha Head in the Game!”

February 2011

By

S

he

rr

y

La

sk

in

,

AC

C

February 2011


Sherry LaskinTravel Writer, Blogger &

Social Media Advisor

www.sherrylaskin.com

IF you’ve ever gone online to research a

travel question for yourself or a client, I will

bet that some of the travel information you

stumbled upon came from a travel blog.

It might be a blog from Carnival’s consummate cruise director,

John Heald, (www.johnhealdsblog.com), from a CVB

(www.VisitJacksonville.com) or simply someone who is well-

versed in a particular topic such as women traveling solo

(www.journeywoman.com).

IF you want to join the 21st century and start your own travel

blog (or any type of blog), congratulations.

IF you still think that blogging is a useless time-sink and you

have no need for it, this might be the time to reconsider. A

blog is a way to express your thoughts, ideas and interests. It

doesn’t have to be a travel-related blog. It can be about knit-

ting or baking cupcakes. You can start your blog to keep in

touch with friends and family when you travel. But what will

you name it?

Naming your blog is one of the most important decisions you

will make. Of course, if this is only for your family’s eyes, the right

name won’t be as crucial. If you want your clients to read it or

even gain followers online, choosing the right name can be a

make or break decision.

Star ting a Blog —

How to

Choose a Name

18

TAP’s new blog... We would love to hear from you...http://blog.travelagentprofessional.com/

19


Use your real nameIt’s you. With your own name out there, no one

else can claim it. Suddenly, you become the expert

on whatever you write. You can gain credibility

from your peers, clients and readers. But…be

careful what you write. If your fam hotel room

doesn’t meet up to your standards, maybe you

don’t want to bash the company, lest the GM ends

up reading it and remembers you.

Example of “real” name blogs: John Heald’s

Blog • Paula Deen • Dori Greenspan

Use only part of your nameYou are still somewhat identifiable yet you’re not

totally out there. But…your readers may not

quickly know what it is that you’re writing about.

Example of partial “real” name blog:Screaming Mimi • Johnny Jet • Mike & Chao Chow

An enthusiast or expert nameWith clear, accurate and intelligent writing you can

quickly establish yourself as an expert in your field.

But…one mistake and your reputation is in jeop-

ardy. If you call yourself an expert, you need to

truly be one.

Example of expertise in a name: Chris Cruises •

Exotic Tropical Vacations • The Brooklyn Nomad

Get wild and crazyYou can choose something totally out of the ordi-

nary. Something unique that will stay in peoples’

minds. Of course, no one will have a clue what you

are blogging about but it might be so outrageous

that it attracts attention. But…be ready to explain

what the heck you’re writing about!

Example of unusual names: Trail of Ants •MyMelange • Briefcase To Backpack

Think you’ve found the perfect name? Here are a few more points to consider:First thing, check to see if you can grab it as a dot com. It’s YOUR blog name, you should also

have the domain name. It’s a $7.95 investment, what are you waiting for?

Can you get your blog name at Twitter? What about the other social media outlets: Vimeo,

Facebook, YouTube, Flickr?

Be sure you don’t out-grow it. Last year, an online acquaintance decided to take a bus to

Antarctica. He had his blog name, Bus 2 Antarctica, on many social media platforms. What hap-

pened? He came home.

Whether or not you have writing experience or just simply want to journal your fabulous cruise

on the Yangtze, a blog is a great way to capture the moments with words and photos. It’s simple,

free and fun to do.

Here are a few ideas to consider when choosing a name for your blog.

If you have any questions, please E-mail me: sherry.cruisemaven.com

Visit my blog: CruiseMaven.com

Follow me on Twitter: CruiseMaven

Become a fan on Facebook: CruiseMaven

20

February 2011

Ho

st

L

is

ti

ng

Selected Host AgenciesAmadeus North America, Inc.9250 NW 36th StreetMiami, Florida 33178(888) AMADEUSMailto: [email protected] North America’s Canadian14 Duncan Street, Suite 301Toronto, Ontario, CanadaM5H 3G8(888) 611-5554

America’s Vacation Center/Avoya Travel5201 Blue Lagoon Drive, Suite 900 Miami, FL 33126(866) 544-7023Mailto: [email protected]: www.JoinAVC.comConsumers: www.AmericasVacationCenter.com

AuthorizedAgents30230 Rancho Viejo Rd., Suite 110San Juan Capistrano, CA 92675(800) 684-3260Mailto: [email protected]

Brentwood Travel Service1022 Executive ParkwaySt. Louis, MO 63141(800) 527-1059 • Fax: (314) 439-5757Mailto: [email protected] (Please put host agency in the subject line)www.brentwoodtravel.com

Coral Sands Travel“America’s Host Agency”1975 SR 29 N, Suite 3814LaBelle, FL 33935(866) 481-4678 • Fax: (407) 479-3461Mailto: [email protected] www.coralsandstravel.com

Corporate Travel Planners & Rennert Travel (An American Express Affiliate)1919 NW Loop 410, Suite 200San Antonio, TX 78213(830) 964-2464EMailto: [email protected] Site: www.ctptravelservices.comLeisure site: www.rennerttravel.com

Corporate Travel/The Travel CenterWest Coast: 1102 N. Brand Blvd. #50Glendale, CA 91202(818) 241-6746 • Fax: (201) 994-0652East Coast: 5 Jefferson PlaceMoonachie, NJ 07074(800) 870-9345 • Fax: (201) 994-0652Mailto: [email protected]

CruiseBrothers.com950 Wellington Ave, Cranston, RI 02910(401) 941-3999 x 721 • (800) 827-7779 x 721Mailto: [email protected]

Cruises-N-More610 Crescent Executive Court, Suite 220Lake Mary, FL 32746(407) 771-4454 • Fax: (407) 771-00077(800) 733-2048Mailto: [email protected]

Cruise Planners3300 University Drive, Suite 602Coral Springs, FL 33065(888) 582-2150 • Fax: (954) 344-0875Mailto: [email protected]

CruiseShipCenters Int’l Inc./Just Cruises & Vacations400-1055 West Hastings St.Vancouver, BC V6E 2E9 Canada(604) 685-1221 • Fax: (604) 685-1245(866) 822-1000 Mailto: [email protected]

Design Travel Inc.2168 Lake Shore CircleArlington Heights, IL 60004Satellite Location:Sheraton Chicago Northwest Hotel(847) 577 7930 • Fax: (847) 577 7917Mailto: [email protected] www.dtmgi.com

Global Travel Int’l, Inc. 2600 Lake Lucien Dr. Suite 201 Maitland FL 32751 (407) 660-7800 • Fax: (888) 320-4181New Membership Sales: (800) 250-7912Membership Services: (800) 699-1725Mailto: [email protected]

Incentive Connection Travel 13029 North Cave Creek Road Phoenix, AZ 85022 (602) 867-9606 • Fax: (602) 867-9216Mailto: [email protected] www.ictravel.com

Montrose Travel 2349 Honolulu Ave.Montrose, CA 91020(800) MONTROSE • (818) 553-3200Fax: (626) 294-9109Mailto: [email protected] Based Agent Programwww.join.mtravel.com Company Web sitewww.MontroseTravel.com

Nexion®

3150 Sabre Drive, Suite A2-100 Southlake, TX 76092(800) 747-6813Mailto: [email protected]

Partners In Travel/All Aboard Travel12530 World Plaza Lane #1Ft. Myers, FL 33907 (800) 683-9092 • (866) 222-8951Fax: (814) 796-0240 Mailto: [email protected] [email protected]

Stevens Travel Management119 West 40th Street, 14th FloorNew York, NY 10018(800) 275-7400 • Fax: (212) 696-0591Mailto: [email protected] www.stevenstravel.com

Travel Planners International2500 Maitland Center Parkway, Suite 230Maitland, FL 32751-4174(800) 730-6392 • (321) 422-7738 | Mailto: [email protected]

Travel Quest6597 Laketowne Place, Ste. AAlbertville, MN 55301 (800) 392-6484 • Fax: (815) 572-0113Mailto: [email protected]

Trip Professionals400 N.Commerce Parkway, Suite 105Weston, FL 33326(877) TRIP-PRO • (954) 714-3260Fax: (954) 733-5424Mailto: [email protected]

UNIGLOBE1199 West Pender Street, Suite 900Vancouver, BC V6E 2R1 CANADA(604) 718-2600 Mailto: [email protected]

Wyllys Professional Travel132 Aragon Ave.Coral Gables, Fl 33134(305) 442-2008 • (800) 3WYLLYSFax: (305) 441-0945 Mailto: [email protected]

YourNameTravel.com (ToGoAway Travel Network)825 West Jackson PlazaMorton, IL 61550(800) 207-8383 • (309) 266-8000Fax: (309) 266-8384Mailto: [email protected]

If you are a host ag encies and not on this list please E-mail [email protected]


CST

# 20

1666

4-10

Fla.

Sel

ler

of T

rave

l Ref

. No.

ST3

6781

© 2010 Avoya Travel/America’s Vacation Center

Hi Travel Agents,

Let’s face it…your biggest challenge as a travel agent is finding new clients. At Avoya Travel/America’s Vacation Center — www.JoinAvoya.com/default.cfm?ref=11583we have the answer!

We have customers waiting to speak to a travel expert about their next vacation, andwe want to share them with you! Our highly-successful lead generation program hasthe potential to make you more money with New Clients from Live Leads™. WithAvoya Travel/America’s Vacation Center’s New Clients from Live Leads™ there’sno need to fight over quality customers — our clients are vendor and destination-specific and are delivered exclusively to you!

We can solve your biggest concern, finding New Clients, with the added benefits of:• High commission levels (paid weekly!)• Backing of American Express (the most recognizable travel brand in the world!) • Exclusive, cutting-edge technology (voted #1 by every cruise and tour company!)• And much more!

If you act quickly, we’ve dropped our startup fee from $495 down to only $1,95! A 60% savings.

Is your phone ringing with a New Client on the other line? If not, call 888-426-6184to see if you qualify to join our network. For more information visitwww.JoinAvoya.com/default.cfm?ref=11583 We look forward to hearing from you!

www.JoinAvoya.com/defAul T.c f m?r ef =11583

888-426-6184

http://www.joinavoya.com/default.cfm?ref=11583

SAILING 11 SHIPS TO EUROPEAN DESTINATIONS IN 2011 Royal Caribbean is looking forward to bringing 11 or our ships to Europe, Dubai and the Mediterranean this year. Clients will experience the best of each, from Rome’s Coliseum to Venice’s romantic gondolas, and only unpack once. Visit CruisingPower.com and book your clients now.

WHERE HISTORY WAS BORN.WHERE MEMORIES ARE MADE.

©2010 Royal Caribbean Cruises Ltd. Ships registered in the Bahamas. 10021866 • 12/22/10

AILING 11 SHIPS TSal Caribbean is looking fyoR

O EUROPEAN DESAILING 11 SHIPS Td tarorwal Caribbean is looking f

TINAO EUROPEAN DESo bringing 11 or our ships td t

TIONS IN 2TINAATIONS IN 20, Dubai and opeo Euro bringing 11 or our ships t

11TIONS IN 20, Dubai and

anean this yerrthe Meditenico Voliseum tC

om and book yc

tal Caribbean Cruises Lyoy10 R©20

. Clients will eearanean this yomantic gondolas, and only unpack oncs re’enic

.wour clients noom and book y

21866 • 12/22/10 ahamas. 100ed in the Bertegisd. Ships r

e the besxperienc. Clients will eomantic gondolas, and only unpack onc

21866 • 12/22/10

ome’om Rt of each, fre the beswoisit CruisingP. Veomantic gondolas, and only unpack onc

s ome’.erw

Travel Agent Professional Feb. 2011

Documents

Transcript of Travel Agent Professional Feb. 2011