Rants and Raves

Readers send in such items as this rant: “To the inconsiderate man at the Seahawks game who insisted on standing the entire time, my 10-year-old son wasn’t able to see any of the game thanks to you.”

And this rave: “Bravo to the city bus driver who helps my elderly mother get safely across the street. It’s people like you who restore my faith in mankind.”

It’s these little things in life that make it into the column each day.

As we approach the holidays, let’s take time to reflect (“rave”) and celebrate all of the wonderful benefits the travel business offers us.

We are richer because of it. Travel is enriching physically, mentally and emotionally. We have the privilege to explore places that most people only fantasize about.

We are very fortunate to be in a business that recognizes how our own experiences and education can be of tremendous benefit to our customers’ own travel dreams. We are well traveled, we can save our customers money and we are there for them in times of need.

Many of us are really good at what we do, but we are failing to communicate the benefits of using our services to the public.

On the “rant” side, I’m tired of reading articles in travel trade publications and industry-only social media groups extolling the reasons why everyone should be using the services of a professional travel agent.

To be clear, I don’t disagree with the message—it’s the audience I have a problem with. Why do we have to keep reminding ourselves of how great we are?

Assuming we can back up the claim, shouldn’t we be conveying that message to consumers—and with the same ferocity that we do when ranting among ourselves?

READ MORE: ASTA Caps Successful 2017

For what it’s worth: Seek out these articles, which are published in trade publications but should obviously be directed at the consumer. With the authors’ permission, publish or share them to your social media pages and groups.

Also consider including them—along with a few quotations of your own to build your credibility—as advertorials in your local marketing efforts and as editorial content for local news outlets.

One recent trade article I read was titled, “Ten Reasons to Use a Travel Agent in 2018.” I bet most consumers can’t name one single reason—but why do we have to continuously remind ourselves?

We have a great message but we are talking to the wrong people. If consumers can’t come up with a good reason to book with us, then it is our responsibility to educate them.

If we have to constantly remind ourselves why the public should use us, well, maybe we are in the wrong business.