ou can guess a few things about
Raenette DeCicco just from looking at the caricature of her that
adorns the first page of her agency's Web site, www.raenette.com: In
the drawing, she wears a big smile as she talks on the phone, one
hand raised high in the air.
If that's not enough, go to the "About
Raenette" page -- you'll see a photo of her wearing a black boa
over an evening gown.
For DeCicco, owner of Four Seasons Travel in San Juan you might
say that running a successful agency is all about presence. Her
energetic style has also brought her a regular radio gig. Not bad
for someone who didn't plan on being a travel agent.
DeCicco was living in Connecticut when she first visited Puerto
Rico in 1971. "I came down on a vacation in February, and I said,
'I'm moving here.' "
At that point, she was working as a photographer's rep -- a job
that she said helped prepare her for being a travel agent. "I was
my own boss. It made you learn discipline, timing and
persistence."
Her transition to travel agent began in the 1970s, when an agent
friend in Puerto Rico asked if DeCicco could help her out. "So I
took the [Official Airline Guide] and I read it, and that's how I
learned. And I took every training course I could. It was very
personal. I knew the head of every airline here, every hotel
person."
In 1973, DeCicco took her experience and started her own agency,
which at first operated out of a hotel in the Isla Verde region
outside San Juan. "The hotel's clientele were mostly Americans on
business travel. Leisure didn't happen until several years later,"
she said.
But leisure travel was her destiny. "I was traveling a lot, and
that's what I like to do. I like to find new hotels, new
restaurants, things like that -- things that are upscale but
unusual. About 15 years ago, I started to see the need for upscale
leisure travel and knowledge about destinations like Paris and
London."
So DeCicco upped her travel schedule as well as her studies.
Today, the agency has nine agents and a branch on the island of
Culebra.
She's also become a regular fixture on local radio, a role that
started through her agency's radio advertising, which DeCicco said
she's always preferred over print. "Newspaper advertising wasn't as
effective for me," she said. "Newspaper is a dispensable product.
Sounds from a radio last. They know it's me talking. If I say the
food is fantastic, they know it really is."
After advertising for a while with a local talk-radio station,
DeCicco began appearing on one of its programs, providing listeners
with the latest travel tips. For years, it's been a weekly
appearance, with listeners faxing their questions to her. Of
course, there's the occasional problem listener.
"One person tried to argue with me on the radio about how many
drinks my ads said were included in a package," DeCicco said.
About 10 years ago, she began yet another project: selling
Caribbean packages to other agencies in Puerto Rico and the
mainland U.S. "Many agencies called and asked me for things because
I was the one who knows the hotels in the Caribbean," DeCicco
recalled. "So I said, 'Well, let's wholesale it.' " Today, the
wholesale Caribbean packages are a significant source of income for
her agency.
DeCicco said her Web site, which launched nearly four years ago, is a
primary means of communicating with the agencies that sell her
packages, which feature nearly every major and minor Caribbean
island
On the site, by the way, you'll also find drawings of DeCicco on
the electronic postcards page, where she is seen (in
energetic caricature form, of course) shopping, enjoying a cruise
and even windsurfing. The drawings were done by a friend of hers
named Curt Iverson. "He started doing them for fun when he was
sitting in the office one day," she explained. It didn't take long
before they showed up on the Web site.
For DeCicco, Four Seasons is an extension of her personality.
"Life's too short," she said. "Enjoy it."
The Perfect Itinerary
Five tasty days in New Orleans
he advice is classic: If you're
looking for the best places to eat, ask a local. So it makes sense
that Brennan Bridgeman, owner of Brennan Travel in New Orleans,
would be a great person to ask for an insider's itinerary of the
Big Easy -- one with several dining suggestions.
DAY 1/ARRIVAL
Checking in: Clients should consider staying at Soniat House, "a
very upscale B&B where Paul Newman stays when he's in town," or
the Claiborne Mansion, which overlooks Washington Park.
Dinner: For excellent oysters, try Casamento's on Magazine
Street, which has been a favorite since 1919.
DAY
2
Daytime: "First, clients need to pick up an issue of Gambit, a
local paper that tells everything that's going on in the city. Then
they should go to the Central Grocery for a muffelata -- a round
sandwich on Italian bread." Next step: sit in Jackson Square and
soak up the ambience.
Dinner: "The best barbecued shrimp in the city is at Mr. B's on
Royal Street. They even give you a little bib."
DAY 3
Daytime: If clients want a local breakfast in the French
Quarter, visit the Coffee Pot. They then might want to get rid of
those calories by jogging through the Quarter or instead take a
streetcar tour.
Next up: A Garden District tour. Clients can get off at Audubon
Park. "There's a wonderful, casual restaurant there, where you can
sit outside on the porch and have a salad."
Shopping: "Those really serious about shopping can start on
Magazine and Jackson streets. Look for all kinds of shoe stores,
jewelry stores, antique stores, clothing stores. It goes on for
miles. "
Nighttime: For fried seafood, "the best place is the Galley
restaurant on Metairie Road. It's a little place, and it has the
best crawfish, the best fried seafood -- and a lot of locals don't
even know about it."
DAY 4
Daytime: "If clients are into architecture, there's a place
where locals go: Ricca Architectural, at 511 N. Solomon St., which
has things from demolished houses like glass doorknobs, whole
windows and cedar shutters."
Nightlife: "There's a crazy place called Mid-City Lanes Rock 'n'
Bowl, a bowling alley/nightclub. You have to take a cab there
because it's not near the tourist areas. But I've been there when
Mick Jagger was around. They have all kinds of bands playing. And
one of the best bars in the university section is Bruno's."
DAY 5
Daytime: "There are three great churches in the quarter and the
Central Business District [CBD] -- the Jesuit church on Baronne
Street in the CBD, St. Patrick's on Camp Street and St. Louis
Cathedral on Jackson Square. If clients are into gardens, there's a
shop called Aquatic Gardens that most tourists wouldn't find. "
Dinner: "Redfish Grill has a wonderful take on traditional
dishes, upscale and presented in a different way."
Marc My words
Making a difference
'm writing this column 35,000
feet above Arizona, an hour before my plane descends to LAX. I've
just watched "About Schmidt," a quietly remarkable movie about a
man who wishes he had made a difference in life and discovers --
quite unexpectedly -- that he has made a difference after all.
That I'm seeing a movie with this theme now seems peculiarly
appropriate. I've just returned from Orlando, where I joined dozens
of other travel professionals who also believed they could make a
difference -- and they have.
In a time
when public service seems an anachronism, AAA -- along with
sponsors Marriott, Pleasant Holidays, Continental Airlines,
Universal Orlando, MBNA and Holland America -- decided to be
different, seeing to it that 51 high school geography whizzes were
celebrated, challenged and rewarded for their excellence.
It was all part of AAA's Travel High School Challenge, a contest
that started with more than 10,000 youngsters going online to test
their travel geography skills, then continuing toward state
championships. The Challenge culminated with a dramatic, game
show-like competition.
In young lives, such an event easily can become a defining
moment. And some contestants -- many from families of modest means
-- will be given the opportunity to attend superior universities,
the kind those families could never have afforded. Lynn and Ed
Hogan, founders of Pleasant Holidays, donated $156,000 in
scholarships to the winners.
The Hogans had the vision to help youngsters discover the
significance of geography, the joy of travel and the value of hard,
inspired work.
There were so many other telling gestures, too: Lynda Gwynn of
AAA and her colleagues, toiling at 2 a.m. to ensure all went right;
sponsors staying well into the night so that contestants could have
their pictures taken with them.
Did we all make a difference? I'd like to think so. At the very
least, thousands of young Americans now know more about travel and
geography than they did before. That momentum will continue: In a
dramatic moment of commitment, the Hogans announced they will fund
the scholarships for next year's competition, and already several
of the sponsors have repledged their support.
But making a difference in this world doesn't necessarily
require such grand gestures. You never know when that perfect
vacation you recommend might meaningfully affect a person's life.
You never know when that encouragement you give to a person about a
career in travel might lead to many wonderful things.
Making a difference can come from a seemingly small action. Just
ask Schmidt.
Industry consultant Marc Mancini helped design and deliver
the AAA Travel High School Challenge.
Hand in Hand
A partnership pays off
bout three years ago, AAA
Nebraska was selling about $600,000 in travel to Hawaii. Less than
a year later, the agency was selling $1 million -- largely due to
its decision to make Pleasant Holidays its preferred supplier,
according to Judy Santiago, vice president of travel services.
"That's been a key to our success,"
said Santiago. "We made [Pleasant] our major preferred supplier to
Hawaii, and now [it's] our only preferred supplier to Hawaii."
AAA Nebraska made the shift through aggressive cooperative
marketing, agent incentives and training. Pleasant Holidays has
taken note and provided support.
"We have a great relationship, and it works both ways," said
Santiago, who works with all of AAA's 12 Nebraska branches from the
head office in Omaha.
One benefit is individual attention from the Pleasant sales
team, which Santiago said "goes all the way to our branches, [where
agents] establish sort of a bond with Pleasant reps. Obviously, any
rep who's willing to drive across the state of Nebraska, that's a
'wow.' "
That type of attention pays off when there are problems, too. An
agent in Lincoln said Pleasant rearranged reservations and waived
change fees for three clients stranded because of a snowstorm.
Another a-gent was able to arrange a quick refund for clients
who had to cancel due to hospitalization. "The couple who paid by
credit card had a credit within two days, and the couple who paid
cash had a refund check within a week," the agent said. "That was
the quickest turnaround any of us had ever seen from a tour
company."
Co-op advertising is another plus, with AAA Nebraska doing its
part. "I think that's one of the things vendors appreciate about
us, that we're willing to to put our money into it, too," said
Santiago.
AAA Nebraska has featured Pleasant's product in a variety of
ads. The agency also has participated in direct-mail co-op
promotions such as Pleasant's "Mahalo Day" and "Tropical Month"
campaigns.
Pleasant also supports the agency's training programs, sending
reps to the agency's quarterly training sessions.
Santiago is proud of how quickly AAA Nebraska's sales have grown
with Pleasant, but she's set her sights even higher: "Our next
challenge is to hit $2 million."
5 Things
Five things to do on a fam trip
1. Figure your expenses: Most often, suppliers
sponsoring fams pay for air, lodging, tours and most meals. But
double-check with the supplier to make sure what fees, if any, fam
participants are expected to pay, such as minibar costs or airport
transfers. Then check with your agency's manager to be clear about
what expenses the agency will reimburse, vs. items that will be
your responsibility. The goal is to reduce the chance of an
uncomfortable situation.
2. Make a plan: Design a simple worksheet for
the hotels, cruise ships or country you will visit. For example,
the hotel sheet should include spaces to plug in hotel details,
such as the number of restaurants; its handicapped accessibility;
overall cleanliness; de-meanor of staff; business facilities; and
room rates. Bring the worksheet with you and fill it in
accordingly. Upon returning to your agency, make copies of the
worksheets and share with your colleagues.
3. Capture the moment: Bring along a camera or
video recorder. Your photos can be helpful when clients express an
interest in going where you have been. Images shot on digital
cameras particularly are useful because they can be easily e-mailed
to clients. Videos can also be copied and loaned to customers.
4. Be flexible: Fam tours traditionally are
well planned. After all, the supplier is eager to impress its agent
guests. But sometimes, the only thing that's for sure is that
nothing is for sure. Planes arrive and depart late, tour buses can
end up waiting at the wrong corner and a restaurant might think the
fam group comprises 15 dainty eaters instead of 25 heavy
hitters.
5. Do your homework: This especially is true if
you're headed to an international destination. Always show respect
for the local culture, and avoid criticizing -- no matter how
frustrating the situation. Learn a few words and phrases in the
local language. Who knows, your accent might just turn out to be
charming.