We have an obsession in this country with cheap. Every travel professional knows that client who will spend relentless hours on the internet trying to beat the great cruise or tour package rate.  Chances are pretty good with enough time on their hands your client can beat your "price."  After all, they now know exactly what to look for, and there is always someone willing to sell cheaper. It's easy for the client, armed with your information, to beat your price and then to invite you to participate, actually demand that you participate, in the race to the bottom. 

Will the situation ever change? Possibly, but not until travel planners of all stripes start training their clients on…

by Richard Earls
Sunday December 26, 2021

Marketing has two goals: the retention of existing clients and the acquisition of new clients. From existing clients you achieve stability, and it is from new clients you achieve growth. When you design your marketing properly, both your new clients and existing clients first notice or are reminded of your presence, investigate your offerings, and finally enter into conversation with you about the services or products you offer.  At this stage you have an actionable lead and enter into the sales cycle. The process of drawing the potential client closer and closer to you, finally resulting in an actionable lead, is sometimes referred to as the “Marketing Funnel.”

Meet the Marketing Funnel

Indeed, all good marketing strategies are funnel-like in their conception, design and…

The travel industry is rolling with the punches again, as 2021 rolls to a close and every day brings a new news cycle. Again.

Just two weeks ago at the US Tour Operators Association, the speakers were bullish about what 2022 would bring and travel advisors were looking forward to a great year. But this week, there’s a slight hesitation in everyone’s step, as omicron spreads on land, air and sea.

“This is going to be a tough week,” says Zena Beaver in Selinsgrove PA. “Three days ago all was good—but after the six o’ clock news last night, I received three emails and two texts about postponing trips from January to later in the…

This is the time of year when just about every writer, author, coach and/or consultant gives a send-off to the previous year while forecasting better things to come in the new year. Not this time. Not today. Not…