Richard Turen, managing director of Churchill & Turen. (Photo Credit: RIchard Turen)
Success Stories is a new series focusing on veteran advisors and how they achieved success over the years.
Here’s a look at Richard Turen, managing director of Naperville, Ill., Churchill & Turen.
How did you get your start as a travel advisor?
Richard Turen: I was a VP at a major cruise line and called on the top agencies in 26 US states. It always seemed to me that the historical business model was all wrong so my wife and I designed an alternative travel advisor universe. About 40 years ago, I started working and writing in consumer travel journalism and we developed a media group that accepts no advertising and tells no travel lies.
How did you build your business/niche over the years?
RT: By never “selling” anything. The consumer is looking for travel “truth telling,” not phony ads touting phony pricing. We have never hired a travel agent. We have created a “Concierge Team” that is second to none and there is absolutely no selling involved. Our websites rate and evaluate the world’s top travel products, and those are the only ones we choose to sell. For instance, we rank the world’s top 10 cruise lines. The line that is currently No. 11 on our list is not a company we will sell.
What characteristic make you a successful advisor?
RT: Placing the guest’s welfare above any financial considerations. Creating a business based on the Physician’s model – rather than that of a sales organization based on the real estate model. Being honest and explaining that those consumers who book direct with a supplier are entitled to a full return of the travel agent commission – since they did not use a consultant.
What have been your greatest challenges?
RT: Working with a waiting list for many years sounds wonderful – but the work on weekends is a challenge. We have wonderful clients in 46 states and seven countries, but no one can tell them when to travel. Having certain skills and talents is not worth very much if you are not “available” to your guests.
The efforts by suppliers to eliminate travel advisers can be clearly demonstrated. Right now, suppliers take the direct bookings, perhaps 15 percent of the total transaction cost, and pocket it without the consumer’s knowledge. They will continue to do this until steps are taken to forbid the practice. This will be our major challenge going forward.
What have been your greatest accomplishments?
RT: Winning numerous awards from a variety of travel media and being named the top-producing travel advisors in the worldwide Virtuoso organization four times.
What tips can you provide advisors new to the industry?
RT: Learn everything you can from the very best advisors you can find. Then, when you feel ready, start your own business with a strong travel research staff. Never hire a travel agent. Paying anyone 50 to 100 percent of the earned commissions on a booking would be ludicrous if it weren’t the 40-year-old travel agency business model norm.
Break the rules and never work in an environment that prevents you from keeping 100 percent of the commission on everything that you sell.
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