A return to a service emphasis is essential to the industry's future
Tourism is a passion not just for travel but a passion for changing lives. My friends, we all work in an industry where passion is needed to make dreams come true. I have seen the tour industry evolve from the time I was a child in Kenya, and I watched how it adapted after the first Gulf War, after 9/11 and how it has endured the current political scene. I have seen an industry where travel agents, hotels and tour operators thrived despite the focus on travel warnings or economic hardships, because we had a passion and maintained strong ethics.
While I might not have the most years under my belt in this industry in an active role, I have for many years been an observer, first as a child growing up in a tourist destination and, later, as a member of the finance industry. In all these years, I have seen how tourism has touched lives, changed attitudes and helped countless people around the world by pumping much-needed foreign investment (the travel dollar) into local economies. I have seen the good that comes from tourism in helping the needy, probably more than any other industry.
However, I have seen another side, as well, a side that, quite frankly, bothers me, a side that violates every basic principle of ethics, all for the sake of self gain. I have seen the underbelly of an industry that, like many other parts of the corporate world, is eating away at the very foundation on which it is built.
Let's look at some common practices that represent clear conflicts of interest: obligatory shopping on tours, marketing charitable efforts for self gain vs. genuine care, false advertising and awards based on tampered or faulty measurements of quality that are used more for marketing than for consumer education.
They all have the same result: They have made the guest No. 2. Somewhere along the line, we as an industry forgot about the guest. We started caring more about how we could make more money, how we could gain market share or increase publicity, while the guest plays second fiddle to blatant greed. Whether we want to admit it or not, we have all been guilty at one time or another.
These practices have more ramifications than just unsatisfied guests. We are, in essence, discouraging the younger generation, my own generation and those who follow from joining our industry. Any industry that aspires to continue growing will attract young talent only if it adheres to high ethics, inspirational practices and the knowledge of being involved in something that's truly genuine.
With the shortage of new talent, we face a grave peril of not having enough qualified professionals filling our offices and making key decisions. What fate awaits our guests when they are planning dream vacations with less-than-qualified people? What happens to our reputations as these guests come back disappointed and with a low opinion of the industry? What happens when we stop growing as an industry, not because of a lack of demand but because of a lack of talent? These are just some of the uncertainties awaiting us if we continue down the same path.
Coming from the world of finance, I can tell you that today's problems in that industry started many years ago, with the same types of practices that we are seeing today in tourism. One need only look at the ramifications in the finance industry today to see what our future might hold.
It is not too late; we can change our destiny. It all begins with returning the guest to our focus, as No. 1, not because of any expected return but because we want to, because it is our duty as custodians of their dreams. My generation and the ones that follow will be grateful tomorrow for the changes we make today.
Ashish Sanghrajka, vice president,
sales and partner relations
Big Five Tours & Expeditions
Turen's 'history lesson' recalls a Twain account
I very much enjoyed Richard Turen's column [Reality Check: "The world's oldest travel company," Aug. 18].
His history lesson made me recall "The Innocents Abroad," Mark Twain's account of his 1867 cruise to Europe and the Holy Land. I've always felt the book should be required reading for travel professionals. It illustrates all the reasons that one should travel -- and enjoy our vocation.
Mark Flager
Voyagesofdiscovery.com
Fort Lauderdale
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