I am sure you all have seen the headlines this week. “Family Searching For Answers After Daughter Dies at Resort During Vacation in Mexico.” It dominated my timeline and feed on social media. Ugh, here we go again. And, not unlike our current President, the media is proving to not be our friend. When I read the first article, I wanted to shout “fake news, fake news” but couldn’t. It is not fake at all. Tragically a woman died as a result of an incident at a resort in Mexico. The issue is that only part of the story is being…

For the next five days, I’m going to discuss the five areas that make up your sales and marketing strategy. I am certain you will not find my reminders to be new or earthshaking fodder for the evening news.

That being said, successful entrepreneurs realize that a strict adherence to the basics is necessary for organizations to exhibit consistent growth…

Before your client becomes a repeat client, before they ever book with you at all, they have to know you exist. In fact, the most difficult and expensive part of any marketing strategy is building brand awareness: alerting prospective clients to who you are and what you do. Too often, travel professionals market not according to a plan, but impulsively, with a heroic "give it a try" mentality. That certainly is one way to market, but tends to be error-prone and expensive.

Is there a better solution?

When it comes to marketing, think in terms of “Campaigns”: multi-tiered, consistent series of efforts to deliver your message to consumers. A campaign stands in contrast to isolated efforts to publicize or promote your…