In my Aug. 1 column, "On being Patrick," I focused on the shortage of young people entering the travel industry. Reasons most often cited for that shortage include low pay (even though the average agent's annual income is about on par with the U.S. average for all workers), a less-than-stellar image (which some who purport to be travel agents reinforce on a regular basis) and lack of educational opportunities.
I expressed the belief that there were indeed prospects out there and that we, the travel agent community, had a responsibility to find and develop them.
I also mentioned that my wife, Sherrie, served as chair of an advisory board consisting of seven hospitality industry business executives and five faculty members at a local high school. Antioch High School is one of 78 U.S. high schools whose curriculum includes the Academy of Hospitality's four study pathways: culinary and food and beverage; hospitality management and marketing; events management and marketing; and horticulture, landscaping and floral design.
Here's an update on what progress has been made.
At an early August advisory board planning session with the faculty, a needs assessment revealed that certification programs that graduating students could include in a resume as they entered the work force (or on a transcript as they moved on to postsecondary education) were highly important. Sherrie's immediate thought was of the various "universities" and "academies" offered by cruise lines.
At first, the assumption was that these courses would be undertaken as student activities conducted away from school. An exchange of information between Sherrie and the faculty over the next two weeks led to a significant revelation: The cruise line training programs complied with Tennessee and federal requirements, meaning the course work could be part of the classroom curriculum.
Sherrie emailed key executives at every cruise line that offers an agent training program, giving a detailed overview of the Academy, the expectations, and how the cruise line's program would be incorporated.
Within four hours, Vicki Freed, senior vice president for sales at Royal Caribbean International, said the cruise line was on board. Freed would have the appropriate person contact Sherrie the next day, and the line would "make it happen."
Andy Stuart, vice president for global sales and passenger service at Norwegian Cruise Line, was equally supportive. He was out of the office and so didn't get the email until the next day. He immediately directed staff to contact Sherrie (interestingly, he used the same phrase Freed had used: "We'll make it happen.")
Other cruise lines responded over the next week, with all but one indicating they would work out a way to allow students access to a program designed for agents. The main concerns were website security, awards and recognition modifications, etc. Only one cruise line was less than enthusiastic, indicating that our agency, Just Cruisin' Plus, would have to use its sign-ins and administer the five exams because each cost a dollar, and with some 200 students that would mean a $1,000 expense for the line if we didn't.
The different levels of enthusiasm came as no surprise. These days, Royal Caribbean International and Norwegian are more openly and publicly supportive of the retail travel community than many of their competitors, so the fact that they were the first two lines to respond served as further evidence of their dedication to the success and survival of the retail travel industry.
In mid-September, Sherrie spoke to five separate classes averaging 24 students each, describing the do's and don'ts of social media and how the way they use it could affect their future careers. Thirty minutes of the 80-minute class were given over to Royal Caribbean's online "University of Wow," which included a virtual tour of an Oasis-class ship.
The response was overwhelmingly enthusiastic. Even more encouraging was Sherrie's observation that with precious few exceptions, "The lights were on and everyone was home." We have 110 students excited about the travel industry and ready to learn.
Now, another comprehensive high school with more than 3,000 students has expressed interest in introducing the program for a curriculum path that includes hospitality and tourism. The school's administrators heard about the strong response at Antioch and are now eager to offer their students a similar opportunity.
Other academies are equally active in other parts of the country [see "Students operate online agency as part of studies," a news report in the Sept. 14 issue]. If there is a high school in your community with a hospitality or tourism academy curriculum, find it and get involved. If there isn't, take the lead to find which local board or faculty can approve such a curriculum. The opportunity is there if you'll take it.
To those who may feel they lack the training or skills to plan, organize and implement a program like this, offer your services to do what you can. You might be surprised at just how much you know that can help move the wagon further down the road.
In the early 1950s, Willie Sutton was asked why he robbed banks. The answer attributed to him (although he apparently never actually spoke the words) was, 'That's where the money is." It led to "Sutton's Law" in medicine -- "when diagnosing, one should first consider the obvious" -- and to "Sutton's rule," which has become shorthand for simple common sense.
I offer here my own rule, which I'll dub "Sutton's tenet": If you're looking for young people to enter the travel industry, go where they are: the high school. The students are eager to learn. They're bright, intelligent and assertive.
This situation won't resolve itself in a few months. It might, in fact, take years. If we don't start now, the time to see benefits will get longer and the need will become even greater.
If you happen to be around me and comment that "something needs to be done" about the shortage of young people, expect me to ask you what you are doing to be part of the solution. If you're doing nothing, you're part of the problem.
Charlie and Sherrie Funk own Just Cruisin' Plus in Brentwood, Tenn., and have provided agent and agency-owner training throughout North America on every facet of agency operations. They are the authors of several books, including "A Recipe for Travel Agency Success," "A Blueprint," and "You're Invited," a complete guide to hosting consumer travel events.