Surviving in the travel industry can be hard under the best of times. We always need to be on our feet. And as recent indicators show, we may be headed into another recession in the coming months, so you better be prepared to weather the storm. Here are 20 tips (split into two articles) to help you. Of course, I am always looking for your suggestions, so please leave a comment, thought, or idea!

1. Specialize

Pick a few destinations or activities or styles of travel and resolve to own them Be better than the competitors. With the technology and information available today, our clients are indeed “travel agents” when it comes to the basics. When they look for help, they’re seeking a true specialist—be that…

Dan Conaway is CEO and cofounder of Elegant Adventures, an upscale tour operator specializing in custom travel to Central America and the Caribbean. His travel and tourism career has spanned four decades and has included marketing and consulting services for foreign tourist boards and high-quality hotels and resorts worldwide, as well as operating a chain of retail travel agencies.

This experience, combined with his passion for exploring the reefs, jungles and diverse cultures of this fascinating region was the foundation for establishing Elegant Adventures. Dan is committed to educating and sharing his extensive knowledge and expertise with retail travel professionals nationwide and to delivering superior personal service to their clients.

Readers of TRO know I value highly the concept of authenticity - the idea clients will seek out and choose a travel agent with whom they can identify and trust. A credo of authenticity seeks to fulfill every explicit and every implicit promise made by the travel agent. Making good on your promises is important - authenticity without stellar performance means little. The consumer wants your performance to be well above the norm - to be exceptional to such a degree, in fact, as to be unique. That is why the small services provided to a client throughout the relationship are so important - they can potentially set the authentic travel agent apart from all others.

If we are not…

A few years back I found myself promoting a cruise to St. Thomas. To make life easier for my marketplace, I included a link which automatically addressed a return email back to me with the subject line reading “Caribbean SAS.” (Seminar at Sea) Using this as an example, I think I have something of value to share with you today.

Presumably, many who decided to hit the link had some level of interest in this particular cruise. Many (most) of those responding hit the link and within the email’s body jotted down a word or two officially indicating their interest in learning more.

Those taking the short route failed to position themselves from the 137 other agents who found time to hit the same link. In short,…