Jamie Biesiada
I've been thinking a lot lately about the value of the professional services that travel advisors provide. Perhaps it's because the pandemic has highlighted that value in many cases, or perhaps it's just the nature of my job, but I decided it was time to distill the elements that make a great advisor into a core set of tenets.
I asked several dozen people in the agency community, ranging from consortia heads to frontline advisors, for input, to create a list.
Or rather, commandments. But these aren't meant to be words engraved upon a stone by the finger of a god but a reflection of our present times. Many will likely evolve with the industry itself, and I fervently hope, a year from now, "Covid-19" will be irrelevant to an updated version.
With that said, here are the ten commandments for (today's) travel advisors.
I. Thou shalt charge fees. Communicate your worth to your clients by charging an upfront fee. Don't worry about what others do -- or don't -- charge: Do all lawyers charge the same amount?
II. Thou shalt not project thine own feelings onto clients. The old adage is true: Don't sell out of your own pocketbook. The same is true for a newer problem, Covid-19. Don't sell from your own values or fears.
III. Thou shalt always seek knowledge. Invest in yourself with education, possibly including familiarization trips. The higher your level of expertise, the more you can command in fees. But no matter how much you know, never tell clients it's totally safe to travel. An advisor's job is to share credible information and let the traveler decide.
IV. Thou shalt diversify thine expertise. Get to know local attractions, in case flying isn't an option for some clients. Keep on top of current rules and regulations. Be strategic about what you learn and make sure to include travel insurance as part of your education.
V. Thou shalt honor thine relationships in the industry. Relationships keep the travel industry running. Work with partners, especially business development managers, who respect you and, in turn, whom you respect. Partnerships work two ways; take note of those who helped agencies during Covid.
VI. Thou shalt remain in touch with clients, always. Staying top of mind with clients is especially important during difficult times. Strengthen your client relationships. Follow up on future cruise credits, the de facto currency of the pandemic. Don't just send an email and wait for your phone to ring; pick it up and call your clients.
VII. Thou shalt support ASTA. The Society offers a number of resources to the agency community, but more importantly, it's a voice for the travel agency community at every level of government. Help them help you.
VIII. Thou shalt work on thine business in addition to working in it. Most agency owners are in the business because they love to travel, but don't shortchange the fact that you're managing a business. Get your house in order. Now is the time to organize everything from systems to disclaimers to templates and beyond.
IX. Thou shalt remember thine responsibility to the planet and those who live here. Be aware of the dangers of overtourism and a new reality: undertourism. Understand how instrumental an advisor can be in shifting clients to new destinations or new experiences in old places. Remember the planet's beauty and the need to protect it.
X. Thou shalt never forget to tell, and sell, the ultimate value of travel. Remind your clients why travel should be a priority in their lives. Travel enables us to recognize the fundamental truth that the human race is more alike than different.
Thanks to everyone who took the time to share the ideas used to craft this list: Leah Bergner, senior travel advisor, Coastline Travel Advisor; Jack Ezon, founder and managing partner, Embark Beyond; Sharon Fake, director of operations, Travel Experts; Lynn Farrell, president, Foremost Travel; Jackie Friedman, president, Nexion Travel Group; Betsy Geiser, vice president, Uniglobe Travel Center; David Harris, CEO, Ensemble Travel Group; Jamie Jones, president, WhirlAway Travel; Robert Joselyn, president and CEO, the Joselyn Consulting Group; Amanda Klimak, president and co-owner, Largay Travel; David Kolner, senior vice president of strategy, Virtuoso; Jenn Lee, vice president of sales and marketing, Travel Planners International; Angie Licea, president, Protravel International and Tzell Travel Group; John Lovell, president, Travel Leaders Group; Vanessa McGovern, co-founder and chief sales officer, Gifted Travel Network; Connie Miller, vice president of business development, Your Travel Center/Montecito Village Travel; Kate Murphy, president, Wings Travel Group; Helen Nodland, director of training and professional development, Virtuoso; Diane Petras, president, the Travel Institute; Erika Richter, senior director of communications, ASTA; the team at Signature Travel Network; Haisley Smith, vice president of marketing and development, Brownell Travel; Keith Waldon, founder and director, Departure Lounge; Kimberly Wilson Wetty, co-president and owner, Valerie Wilson Travel; John Werner, president and chief operating officer, MAST Travel Network.