Selling Travel December 2015 by SMP Training Co

12/2015

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THE HOW-TO MAGAZINE FOR TRAVEL TRADE PROFESSIONALS 4

EDITORIAL

THANKS FROM MIKE FOSTER, NEXION CANADA

THE GIFT OF TRAVEL

AGENT CLAUS

SEASONS SAVINGS FROM THE TRAVEL INSTITUTE

ACTION CLAUS

DELIVERY CLAUS

GRANDFATHER CLAUS

HONEYMOON CLAUS

CLAUS AND EFFECT

PEACE IN THE DESERT ON CHRISTMAS EVE – Anthony Dalton

GIFTED TRAVELLERS SEEKING GIFTED TRAVEL – Steve Gillick

TECHNO CLAUS

GIVE YOURSELF THE GIFT OF KNOWLEDGE

READ MORE ME HERE!

CLASSIFIEDS

The DESIRE to travel starts early and continues throughout one’s life – are you marketing to Generation Z?

Share your money making ideas in SELLING TRAVEL. CONTACT Steve Crowhurst steve@sellingtravel.net 250-738-0064 www.sellingtravel.net

Publisher: SMP Training Co. www.sellingtravel.net

Contributors Steve Crowhurst, Anthony Dalton, Steve Gillick.

Attention Suppliers: Advertising in SELLING TRAVEL reaches the serious business-minded travel agent. Promote your products and services using Selling Travel’s unique promotional formula – you write the articles on how to sell your own products offering step-by-step selling tips, tools and techniques that you know have worked for your agency accounts. Full page rates range from $300 to $425 based on number of insertions. Remember, if you can’t sell it to them, they can’t sell it for you! Please note that Selling Travel, owned and published by SMP Training Co, is not connected in any way to Selling Travel magazine published by BMI Publishing Ltd., and based in the UK. The latter publication focuses entirely on destination and travel/tourism product training and is circulated solely to the UK and Ireland travel industries. To benefit from this resource visit www.sellingtravel.co.uk and be sure to subscribe.

SELLING TRAVEL is owned and published by Steve Crowhurst, SMP Training Co. All Rights Reserved. Protected by International Copyright Law. SELLING TRAVEL can be shared, forwarded, cut and pasted but not sold, resold or in any way monetized. Using any images or content from SELLING TRAVEL must be sourced as follows: “Copyright SMP Training Co. www.sellingtravel.net” SMP Training Co. 568 Country Club Drive, Qualicum Beach, BC, Canada, V9K-1G1 Note: Steve Crowhurst is not responsible for outcomes based on how you interpret or use the ideas in SELLING TRAVEL. T: 250-738-0064.

SALES & MARKETING TIPS, TOOLS & TECHNIQUES FOR ALL TRAVEL TRADE PROFESSIONALS

The WILL to

Steve Crowhurst, Publisher

SELL THE GIFT OF TRAVEL One of the main things you always do as Christmas draws near is embrace it and the reason for that is this: regardless of faith, race, colour, creed and acts of terror that old white dude dressed in red, who hails from the North Pole or thereabouts represents a joyous time. A time to be nice and to overcome the events in Paris, if that’s possible. To celebrate whatever it is that needs celebrating and of course a time to reflect on where you’ve been and where you’re going. Amongst Santa’s helpers are TRAVEL AGENTS! Yes it’s true. Travel agents help make those gifts of travel come true. Now, as you’ll see in this issue of Selling Travel YOUR Santa can be any faith, race, colour, creed or gender. Okay, some of your clients may follow a faith that’s somewhat stern about having a Santa identity, so be sensitive to that of course, but do not sway from the meaning of the Christmas spirit. Do good. Help someone. Think real hard about the gifts you buy someone else and above all, PROMOTE AND SELL THE GIFT OF TRAVEL which is usually realized throughout the coming year. Don’t forget you have a series of e-Guides you can purchase from The Travel Institute that will help you move ahead in most things related to selling travel. Here’s to your continued success in SELLING TRAVEL. Best regards. Steve Crowhurst, CTC, CTM Hon. steve@sellingtravel.net www.sellingtravel.net

THANKS TO EVERYONE ASSOCIATED WITH SELLING TRAVEL CLIENTS, CONTRIBUTORS AND READERSHIP - FOR HELPING TO MAKE IT A SUCCESS!

Thanks to all our staff, our members and our suppliers for making 2015 such a fantastic year. Wishing everyone a safe and happy festive season. Mike Foster, President of Nexion Canada

For those wanting something like a new set of golf clubs, a trip to a forgotten land might not appeal too much, however, for most people, your clients and their friends and family, travel is a gift worth receiving. How do you sell the gift aspect of travel? Here’s how: The first thing to understand and be aware of is what a gift of travel can do to and for the recipient and that can be determined by the moment in their life they receive the gift. The gift of travel can be presented as an award, or to commemorate an event, a birth, a death… a milestone. Parents might love to take a cruise to commemorate their wedding anniversary. A student might truly appreciate a few months in Europe to give them a rest before looking for that job.

I am reminded of one young fellow whose father, my client, who sent his son away for three weeks to Europe as I just mentioned. The thing was, the son loved being out there so much, he never returned! He did the Contiki tour as purchased, then from London went back to Cyprus to pick oranges for a few dollars a day. Long story short, he travelled the world. Marketing the Gift of Travel also leads to so many other opportunities. It sets up a buy it now mindset, a plan for later mindset and questions how you can customize a trip to suit the client’s gift recipient. This lower left corner graphic…well that could reside in your agency window. It could be featured on your website and in your emails. By using a gift looking image, you set the theme for your Give The Gift of Travel promotion. Yes you can “rent a Santa” and have that Santa hand out flyers or coupons outside your agency. That Santa outside your agency should probably be YOU – yes you can be a female Santa, and you’ll have more pull than that old guy! Only YOU can sell your travel services like you want them sold. So rent that suit!

Follow Your Supplier’s Lead The big guys are always ahead of the game and they’re playing the same game you are – so be sure to and I have to say, always, stay on top what your suppliers are doing in the marketing of their own products.

Your airline suppliers are right there too with their own gift cards…

What To Do Next? Well the next thing do is think about which supplier you would like to promote and once selected, you knock on their door and check into their supply of gift cards. They may even over-print their cards and co-brand with you if you can prove you will sell a hundred or so. The next best thing is that you create your own gift card. All it takes to do this is plastic card blanks and an inkjet printer that prints on the card. Or, you go to your local printer and let them produce your cards. Don’t get too fancy. No need for bar codes or info stripes. Just keep it simple. A card, coloured by denomination if you wish, or print when ordered… black text on the blank card. Insert the card into a card wrap around so that the details of the purchase are clearly printed and visible. Your card could be overprinted with a cruise graphic, airline, resort are a mixture of all things travel generating an all-purpose card. Gift Values If you print JIT – Just In Time, meaning as and when someone orders a card – you can print

the value of the card in accordance with how much your client wishes to invest in the gift. When you own your own card printer, you can react to any clients request and also decide which value you’ll promote today. Let’s assume you want to grow your cruise profile over the Christmas season and into the New Year all the way to Valentine’s Day – well now you can. Promote the Ultimate $5,000 Gift Card that allows the recipient to book a cruise up to that amount with you. Of course they can always pay more if they wish to upgrade. The concept of Giving The Gift of Travel is a winner for you. Most agencies offer a low cost card… you know, a card value of $25 or so. That’s fine too, and it attracts someone to give that gift of travel to someone else… and they’ll have to return to you to book and apply that $25. But what about those luxury clients? They need a little shiny black card with gold writing printed on it. Oh yes. Something like this image below, and don’t sweat the price – this client would just thrill at being able to flash it around their pals.

The Professional Printers There are companies that can print this card for you, add the fine print to the back, add a stripe if you wish, a QR code… whatever you want – they can do. It only takes money and so your $25,000 card might cost you a few dollars to print re set up fees, and number of cards printed. At this level it must look great!

The Wrapped Gift This is also a DIY project but then there are professionals in this industry too. Gift wrapping is an art and so if it does not come naturally to you, outsource it.

Practice Makes Perfect Not talking gift wrapping here… talking how you sell the gift of travel. It is important that you know what to say and when and how to present the various options.

What I am talking about here, is the box you hand over to your client who has just spent $2,500 with you and what you hand back is what they will give to their wife, husband, lover, ma and pa… on the very day itself.

In general conversation with your clients… “Hi George… say, what are you giving your wife this year?” Answer: “Haven’t a clue! We’ve been together for 30 years… what else can I buy her?” There’s your sign!

When the recipient opens their gift, untying that ribbon that does untie easily, then lifts the lid of that beautiful looking box, no need for the wrapping paper… and then SURPRISE!

“Hi Georgina, well last year you went on your honeymoon with us, what about this year, what are planning to get Ronnie for Christmas?” Answer: “Well you know he loves to golf, but other than that, not sure…” There’s your sign!

Look locally for professional gift wrapping services, and ask if they can produce a pop up gift box, or an “exploding” gift box meaning confetti shoots up and out. You can let your imagination run wild here but of course how much depends on the price the client is paying for the gift of travel. The Delivery Free delivery wins the day! Well it does when you buy something from Sears or Walmart of Amazon. It is also a nice gesture to offer having the boxed Gift of Travel delivered to your client’s door. On the other hand you could offer this as a paid to play service. Meaning you offer the client, “Would you like us to deliver this boxed gift on Christmas day to your home?” And assuming the weather where you live works in your favour and your delivery person is not stranded on an iceberg somewhere or a thousand feet up in the eye of the storm… then all should be well. What would you charge for such a service? Got to come in at $75 at least. Who delivers? Someone who wants to make $50. Or a courier service. Or you! Sure you can zip out and deliver the gift and be back for dinner.

Selling the Gift of Travel is an art. It takes timing and knowledge of what you can actually package like a gift, how to take the money, create the gift itself and make it a WOW experience for both the recipient and the person buying the gift. Put Yourself In this Picture This an old and done to death phrase but it still has meaning here. You can offer your gift buying client an image of a Hawaiian sunset with those words printed on it. You could create a video featuring that destination and then your client’s voice says… “Honey…” as said recipient watches in expectation, “better start packing…” The Gift of Travel Niche Once you get into the swing of things, this Gift of Travel concept can become a niche service for you and of course, it is not just restricted to Christmas. It’s there for every client’s birthday, their anniversaries, their kid’s graduation, weddings, honeymoons and successes in the family. This information is your gift! What will you do with it I wonder? Hmm…

Image courtesy stockimages at FreeDigitalPhotos.net

Did you know you have a new title? Well you sure do around this time of year. December is here, and that means your clients, most of them that is, are planning their Christmas something or other. More than likely a getaway… soon after the very day itself or into the New Year. Not only that, if you promote yourself as the Agent of Claus, then chances are you’ll be booking your client’s additional travels throughout 2016. The first thing you have to do is promote that travel is one of the best gifts to give at this time of year. It’s a fact. Now, as our beautiful Agent of Claus to the left is doing, so must you! Here’ how: It’s true. If you don’t promote it, “they” won’t know you’ve got it. They know you sell travel, but they don’t know you have special Christmas getaway packages, cruises and FITs that you can plan just for them. You have to make some noise, create that ole buzz that’s been talked about for years now and get busy on social media to spread the word. What you are looking for is a slogan. Always a slogan. Of course it has to match what you are promoting – something like this:    

CHRISTMAS CRUISES GIVE THE GIFT OF TRAVEL AFTER CHRISTMAS TOURS NEW YEARS TRAVEL SPECIALS

After you’ve decided on your slogan you can then move on to select the best image or even a video to support it. The next question is: where do you find Christmas images? Well that’s quite easy really – you can mock them up at home or in the agency. If you are putting up your own tree, you can photograph it and use that image. Same thing with wrapped gifts, and bows and ribbons. There might be a community park tree, or a downtown tree that’s adorned and usually at the local public garden they would always put on a Christmas light event. You

can go visit and start snapping. In fact all you need is your smartphone to take a decent photograph today. No need to lug the huge DSLR and tripod with you. Same thing re video. Capture it on your phone. For other images you need and can’t find there are two websites I go to where you can too. One is a subscription program and well worth it – that’s Graphic Stock and the other Free Digital Photos who offer free low resolution images and to use them all you have to do is credit the image back to the company. You can see how it’s done on the previous page – check the bottom right under the image of our agent. Here’s a shot: This image of St. Nick I shot with my iPhone in a store close to us. It’s a humourous looking Santa and once captured, you can add a slogan to it like the second image. My thoughts for a slogan went to “Oh Rats!” followed by, “…we missed the tour, price, cruise or something that can tie into “Oh Rats!” So many opportunities to go with once you get the shot that supports the Gift of Travel. 

’Tis the Holiday Season! Join us and enjoy...

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It’s the perfect “gifting” solution, regardless if you’re treating yourself or a member of your team.

Click here for today's deal on Travel Institute's website.

Super Claus could just be the action hero of the year this year and you could be one of his helpers. This action is all about taking your product to market and selling like there’s no tomorrow. The world must continue to travel for business and for pleasure and it is you, the travel agent, located locally, where you can do your best selling.

Start by building your 2016 action plan and be sure to have it start right after Christmas day so that your theme carries on from the joyous occasion that Christmas is known for. Of course many of your clients will celebrate the event for what it means to them on a religious basis – for others, its simply a moment to spend with family and friends. For others, it’s time to travel. You can build your own action persona by using a slogan or an action figure, or even your own monogram, such as TA, on your chest!

By tapping into every news source that you have access to and that includes your suppliers, you can work hard to send your clients to a safe place for their Christmas and 2016 vacations. The Action Hero persona means you are well equipped with all the latest techno devices and for you that means your knowledge of Travel Insurance and all things related to staying safe when travelling. If you have not yet purchased this 101 eGuide, now’s the time. At the very least you should know how to advise your clients on the subject of safety, i.e. walk away from local gatherings and for sure demonstrations.

What will you want to plan for the coming year? Which destination is your best seller, or your niche focus? What activity is your best seller or the niche segment you are passionate about? These are very important questions and your answers must be followed by your quest to determine the safety of your chosen niche markets. Naturally, you cannot foresee the future or read the minds of terrorist groups, but that said, you can keep your ear to the ground and be forewarned.

This eGuide will also help you advise your clients about buying the best insurance coverage for their trip. Start now to write your 2016 Action Plan and be ready for January 1st when the curtain goes up on one more year of marketing your travel services and your niche markets, too. Don’t forget the position you play on your client’s travel team… you are the first and last resort when both good and bad things happen in the world. 

When you are home based one of the best services you can offer is to deliver the gift of travel to your clients home. Now if they live a thousand miles away, no can do… but, you could Skype in and deliver yourself. Back to that in a moment – lets get on our scooter and ride like we mean it. Toot Toot. Delivering tickets as part of your service is not new, it’s been done for years and still being done by travel agents who want to be known for that personal touch. When I say this is not a new thing to do, it’s true. For me, I would turn up with a pizza and then my client’s and I would go over their tickets and generally chat about the world of travel and ultimately their trip after the one I’ve just booked for them. On other occasions my clients might have invited their friends over to hear about the trip they are going on, and then I would have two new clients, or at least prospects. So the delivery concept can work for you in more ways than one especially if you make use of

all the tech stuff, such as your client’s TV or your own large screen laptop.

Either one will work for your show & tell video or slide presentation. When making “house calls” that good old printed matter, matters. The leave behind brochure and brochures not only for your client’s current trip but the trip after that, is always important. Leave behind brochures get read. They are also passed on. So in the saddle bag of your trusy scooter or trunk of your car, always carry a selection of brochures that you know represent destinations that are on your client’s list. The Send Off If your document delivery is close to the actual departure date for your clients trip make your visit memorable by also delivering their bon voyage gift. Sure a bottle of wine still holds good. Other than that, if your clients are techies then buy them an eBook for the trip. For something more interactive, they now sell adult colouring books. The postcard sized set is wonderful – I have it myself and it would pass the flight time away very creatively. You can think about your next delivery now and plan to make it an event for your clients. If you wish to create a similar event for your long distance clients, mail their documents, or send the the download link PLUS a time to meet you on Skype. 

Old fashioned Christmas images can work well for you too… especially when marketing to seniors and Baby Boomers who love the old Christmases they experienced. Tapping into this past event in their lives can be done through the use of images such as the one opposite. When you promote your up and coming tours and cruises over the Christmas period and into the New Year, you can use these aged images but add current looking text and or combine both then and now imagery. The art of using old graphics is to match them with current events, text, offers and more. You can show “OLD” St. Nick on a cruise ship or hiking in the woods, climbing a ridge or sitting and sipping a cool one on the beach. Blending the old with the new is catchy and well themed for this time of year. Here’s a graphic which I put together using images from GraphicStock and then added the text.

excellent use of the images you can buy from image stock firms. Here’s a ready-made graphic. What would you add to it? Something about touring Europe in 2016? Great idea!

Vintage Christmas Card Designs When you are out buying your Christmas cards this year look for vintage imagery and then scan or photograph the card so you can cut and paste or add additional images to it. You might even take a selfie of you reading the card and then show thought bubble with an idea about travelling somewhere in 2016.

Once you get used to creating your own illustrations you will be able to make

When you do find a vintage Christmas card, why not buy a few more and send them to your senior clients with a travel message inside? 

That gift of travel isn’t going down too well here is it? This woman’s fiancé hasn’t quite got the gift of marriage sorted out. He needed your help. When you promote honeymoon packages or FITs be sure to hone in on the advice you can offer and save the spouse-to-be from spoiling what should be a memorable time and start to a long lasting love…

There is an unwritten Claus in every honeymoon vacation and it is supposed to be the best ever trip and the start of that lasting marriage. If you promote yourself as a wedding-honeymoon expert then hopefully you can also handle situations like the one thatâ&#x20AC;&#x2122;s about to happen on this page. Very important you get your honeymoon couple in the same room and talking about their wants and needs from this holiday. Whatever happens, it will be remembered and if remembered for the wrong reasons â&#x20AC;&#x201C; then chances are no more business for you and the end of a relationship in due courseâ&#x20AC;Ś.

The honeymoon destination is more than likely a condition based on the available cash your honeymoon couple have to spend on their ritual trip. A few thousand dollars to the good puts many more locations within reach of your happy couple. The typical destinations over the December – January period would be where the sun shines. Where warmth happens and blue, blue waters lap the beach. Further into the year – more opportunities await.

It might be that your advertising has brought the family bank accounts together and they are buying the honeymoon for the happy couple. Nice! And if that is so, then there is a chance that you can sell the family and friends on a group departure.

So, let’s ponder a spring to summer wedding and honeymoon. Well now, does Monte Carlo come to mind? Or, Kyoto, Japan? These destinations and the cultural differences add so much to the overall “take home” from the honeymoon.

If this happens, then the destination is more than likely the Caribbean or Mexico.

Of course Paris is still one of the most romantic cities to visit for this occasion. Italy also has cities that have been shown in numerous movies and right there is something to mention... “Did you happen to see the movie… something in Tuscany?” Perhaps there was a book… did they read it? Either way, yes or no, you are up to tell the story. Tell it - then sell it.

If your clients are the adventuresome type then you could be sending them to above the Arctic Circle where they can stretch out and watch the Aurora. Which memory is the best? Uncle Bill drunk as a skunk doing “cannonballs” into the pool, or the dancing lights of the north? Okay for some clients it will be Uncle Bill – for the rest, something different. Here’s where you’ll find the answers you need in order to book the best trip for your clients.

Cruise ships now offer honeymooners something to tell their children about and then there’s always that ole fishing trip or a one-weeker in the penthouse at the best resort closest to your city.

Okay time for you to start planning your weddings and honeymoon promotion. You could wait until the summer months but then you’d miss the current crop. Not only that, if you can sell and service the happy couple now, then later in the year you’d be booking them on another getaway and no doubt servicing their friends and family too. It’s a good time to promote weddings and honeymoons. Get wed now, honeymoon later. That too can work for you. Never say no. Just say I do and get planning and promoting this niche. 

I AM A CERTIFIED TRAVEL PROFESSIONAL!

I have completed the nationally recognized Certification Program based on the National Occupational Standards in Canada. I have passed a knowledge exam focusing on professionalism, administration, sales & customer service and travel products. I have passed a performance evaluation directly related to travel and tourism I am passionate about selling travel!

For information how you too can become a Certified Travel Professional please contact:

certification@acta.ca

Download the ISSUU app and read Selling Travel on your tablet.

Never under estimate the effect old Santa can have on your business. You need him to represent you and your agency team and the services you intend to sell over the holidays. Now the standard Santa is the old chap in the red attire, sporting his well-known hat and giving out a “Ho! Ho! Ho! Merry Christmas…!” There’s no clause that says you can’t create your own Santa to suite your business. The first thing to realize is that a Santa in your agency window, or featured on your home page, in your blog and even in a selfie as you sit on his knee in a department store. Oh go on! you know you want to!! Once you understand the Pull Power of the Santa image you can start to create. Your Santa could be dressed in a kilt, or all in green, in mountain gear, he could be on skiis, scuba diving… lazing on a beach and he could also be a woman! Yes indeed. A female Santa also roams the December skies! Ya didn’t know? Well now you do.

To find these lovel Santas you can Google images for ‘female Santa’ then click to the site to check out the download rules. Some are free, others you pay for.

I found this funny wee fella on Photobucket uploaded by Rondeelou. Click the image to visit the site / page. You can download small images for free and also purchase what you need too.

Then there’s just Santa’s hat. This too can attract those eyes you need to have check out your promotions. Here’s one I produced just now to show our Santa is off golfing for Christmas. So where would your Santa be going, indicating to your clients, it’s time to go somewhere?

Over to your creative side. Use the Claus and Effect idea to attract your existing clients and prospects to check out your Christmas promotions. If the suit fits, wear it! Get into the mood and be outside your agency with the promotions. 

Peace in the Desert on Christmas Eve Anthony Dalton

The night was cold and clear, as it usually is in the great Sahara. We sat around our camp fire wrapped in blankets and sleeping bags in the heart of Mauritania. Nearby, a haphazard array of ghostly silhouettes, our herd of camels, moaned and grumbled to themselves as they foraged among the sparse acacia shrubs for sustenance. There were fourteen of us: twelve Canadians and two Mauritanian nomads. The date was December 24, 1971. We were on a long trek from the ancient town of El Ksar Chinguetti to the remote hill-top settlement of Ouadane. That night, Christmas Eve to most of us, would be our last night on the trail before we reached our destination for a few days of rest and exploration. We were looking forward to an oasis, and to the rugged stony streets and houses of Ouadane and its people. By 10 o’clock the conversation around the fire was fading. The flames were lower, the night getting cooler. I said goodnight and walked away, my sleeping bag draped over my shoulder. A few hundred paces away I climbed a small sand dune. On top, stretched out on my back, I studied the magnificent Saharan night sky. If legend is to be believed, it was on a night just like this – nearly 2,000 years before – when three weary men rode out of the eastern Arabian desert and stopped at a stable on the outskirts of Bethlehem. Their names were Gaspar, Balthazar and Melchior. They had come from far away to greet a new-born baby named Jesus, the Christ child, said to be King of the Jews. Their religion was an old one: they followed the teachings of Zoroaster – a Persian mystic born 600 years earlier. Even so, they had come to pay their respects. Christianity had not yet begun and Islam, the teachings of Mohammed, were more than 600 years in the future. I lay there on my dune, millions of stars lighting my night. Home was in my thoughts. Home, yes, but also the heavens above and that night so long ago when a child was born who would change the world. “Tony. Tony, come and see what we’ve done.” The gentle voice pulled me from my reverie.

“What is it, Lynne? What’s happened?” “Come and see.” Lynne dragged me to my feet and we made our way back down the dune to the dim glow of our fire where her husband and the rest of our group of travellers waited. “Look,” said Lynne, as we took our places by the fire. “Look at what we’ve done.” Lynne and one of the other members of our nomadic party had scraped the live embers together and shaped them into a red Christmas tree. It looked beautiful. Lynne, it must be said, is Jewish. She does not normally celebrate Christmas. Despite that, she had organized this special treat for her friends. We were a rather disparate group. The two Mauritanian nomads were Muslims. Among the twelve Canadians were three Jews, three Catholics, five Protestants and one agnostic. Religious differences, however, meant nothing to us that night. We, the Canadians, sat around the fire singing Christmas carols. The Muslim nomads asked the meaning of the songs and we explained about Christmas and about the birth of Jesus. They understood. They already knew about Jesus. He was the most important prophet before Mohammed arrived so much later. Without prompting from us, they filled a lull in our singing with a religious song of their own, and then another. We sat there, the fourteen of us, close together in bodies and minds and, although some of us probably sang out of key, we were together in harmony. We stayed that way for a long time. Peace on Earth; good will towards all mankind. Indeed there was that special night in the Sahara. If only it could always be so. 

Anthony Dalton, FRGS, FRCGS, is a former expedition leader and the author of 14 non-fiction books and one novel. He lives in the Gulf Islands of British Columbia. www.anthonydalton.net

We’ve got GIFTS, We’re TRAVELLING and we’re making our PRESENCE known!

When you travel are you going ‘gone’ or going ‘gifted’?

Steve Gillick

You’ve heard of gifted people, gifted books, gifted food, gifted news and even gifted hands, but we don’t often hear about ‘gifted travel’. The word ‘gifted’ usually refers to one or some of the following characteristics: intellectual, creative, artistic, leadership-oriented, interactive, self-fulfilling and generous. Yet travel is something we don’t always associate with all these gifted qualities. We journey to a destination, spend time, upload our selfies to Instagram and Facebook, return home and plan for the next trip. Some travellers ‘go’ but others are seeking to ‘go gifted’. Are you one of them? Are you a Gifted Traveller Travel Agent? Going gifted refers to a more holistic view of the travel experience. It’s not just about doing things as the tour company or the allinclusive or the cruise itinerary dictates. Sure you can follow the basic outline of the program you’ve signed up for (and from a cost point of view, sometimes a pre-planned program is the most affordable way to travel). But ‘gifted’ refers to the actual goals you set for yourself when you travel. I am not suggesting that you create a travel business plan, but every traveller knows in their heart of hearts what is near and dear to the success of each travel experience. It could be a special interest (niche) fulfillment such as: culinary (trying new foods, looking for the best restaurant, discovering the most active, colourful market; learning to cook, tasting new local beverages (wines, beers, alcohol), or discovering the local variety of chocolate to add to your chocophile files). Special interests number in the thousands and each traveller has their own ‘wish list’. Travel ‘success’ can also be realized through, what is referred to as ‘visual serendipity’:

going out of your way to see things that are ‘different’ from what you’re used to seeing. It could be a festival or a waterfall or a sunset over the ocean, or a street artist or mountains or trees. The ‘serendipity’ part of the term includes a surprise element that will range from ‘pleasing’ to ‘stunning’ and may in fact have an influence on determining future travel destinations. Travel success may hinge on what some refer to as the ‘sonic landscape’. The sounds of nature, society or, simply silence. There is a growing trend in the wellness sector of travel that emphasizes getting away from it all: turning off the cell phone, locking up the computer and learning to appreciate grazing horses, lapping waters, gentle breezes, rustling leaves or—absolutely nothing. And travel success may relate specifically to what is referred to as “the higher ground” of travel: the yearning to connect not only with the destination but with the people. The goal is to get ‘up close and personal’ with the destination so that it means something not only to you personally, but also to those you

have the privilege to spend time with. The higher ground entails such things as 

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Voluntourism (either formally e.g. helping a village build a home or dig a well), or informally (asking permission to visit a school to distribute pens and notepads that you brought along with you) Going out of your way to talk with the locals. Some of my most prized memories are based on the art of conversation: o A Fam Trip in Israel where I took the chef of the restaurant aside and we chatted about our background, career goals, family and food philosophy. o A trip to Mandalay, Myanmar where I walked into a neighbourhood bar for a cold beer during the day and ended up talking and laughing with the patrons, even though few spoke English. o A ride on a motorcycle taxi in Irian Jaya, after which the driver and I decided to go to a local street stall for dinner, where we met other diners who’d never spoken to a Canadian before Bargaining in good faith at markets-and realizing that the $1.00 you saved so that you could brag to your friends that you got a great deal, meant that the vendor did not have that precious $1.00 to help feed his family that day. Respecting local laws and customs (and not chipping away that rock or tile or tiny sculpture in the temple for your personal souvenir collection) Respecting all religions and religious institutions despite your own beliefs. Churches, mosques, shrines, temples,

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synagogues, totems and spirits are an integral part of culture and conscience. Learning about them can only make you a better world citizen. Leaving your North American expectations at home. Not every destination runs on exacting schedules like the proverbial trains in India. Think humourously of the T-shirts you see that say “Carpe Mañana” or “No Problem” or “Relax, Gringo!” Take things in stride. If anything, for comic relief, listen to other tourists complaining (they are most likely the type who thrive on telling their friends about all the negatives they bravely endured), and remind yourself that positivity is helpful and healthful.

All of these travel attributes are included in the idea of ‘gifted travel’. But there is more. In the introduction I mentioned ‘creativity’. Gifted travel means doing something a bit differently. 

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Taking one day on your all-inclusive stay, to get out into the countryside or the nearest city to explore and understand that there is more to the destination beyond the resort perimeter. Travel Multi-Tasking. As Nike would say, ‘Just do it’. It implies that one holiday can yield many, many interests, so no need to limit yourself to one. Theatres, Art Galleries, Fashion, Hiking, Swimming, Dining, Horseback Riding—and all this on the same day if you choose! Go to Google and type in “Weird things to do at (the destination you want to visit)” and then make your wish list. Better still, chat with one of the locals and ask them what’s around that not a lot of tourists would normally visit.

You may find a mountain lookout or an unassuming village or, as we did, a 90+ year old female cigar maker in Suchitoto, El Salvador who was more than pleased to answer questions and have her photo taken. For those into bragging rights—what better ‘brag’ is there than to do or see something that very few other tourists would normally encounter, and then go one step further and engage in conversation with local people that you meet. Gifted travel also involves a sense of artistry in crafting a travel experience that challenges you to become better educated and globally involved--and results in a more satisfying experience. Leadership comes into play as your friends and family seek to emulate your talents or simply copy your own experiences in an effort to enhance their own travel-pleasure quotient.

Whether it’s the holiday season or any other time of year, consider why and how you want to travel. There is no ‘right’ way. It’s always the ‘getting away’ and the break from routine that people find enjoyable. However you can take this to the next step and do yourself—and the destination—an even greater service by adopting a ‘gifted’ attitude. When you finally pack, grab your passport, and hop in the taxi to head to the airport for your next adventure, ask yourself if you are just ‘going’ or whether you are ‘going gifted’. It may put a whole new spin on your trip. And as my gift to you? I love the opening lyrics to the Crosby, Stills and Nash song “Wooden Ships”: If you smile at me I will understand 'cause that is something everybody everywhere does in the same language. It’s a great thing to take with you when you travel. 

Steve enjoying the absolute silence and sunset on top of Mt. Sedom in southern Israel, with the Dead Sea, Jordan and the Moab Mountains in the background.

The travel industry is one of the most techno loaded industries in the world. From its former computers to current booking engines, the tracking systems the airline industry uses, to the apps we can use for locating pretty much anything and anyone, anywhere… and there’s WiFi. Who would have thought that information could travel across space without a wire! And that raises a point, when you are marketing to Millennials / Gen Y don’t forget to include the WiFi.

Techno Claus agents know their techno stuff and use that know-how during their marketing and selling moments. Knowing how to use certain technical “things” gives you a tremendous amount of confidence. It’s the same type of confidence you get when you learn how to speak in public, or address an audience from a stage. You attract others to you through that confidence emanating from your very self. You’ll often hear travel agents say something along the lines of, “Oh social media, I don’t use it, it doesn’t work for me…” and “No I don’t use video at all, my clients would never play it.” Well I’ve been there myself and denied myself the learning curve. But then, the light went on followed by the internal sound of…”DUH!” It’s human nature to put down what you don’t understand. Or explain “it” away based on the problems “it” has. The thing is, today in the retail business of selling travel, there is no no. You have to know and that’s all there is to it. Website This is your #1 priority. This is your hub, your techno hub. It’s where all your imagery and video and audio marketing will be loaded. It’s where your clients will go to check out your latest trips. You need a website you can make changes to yourself.

Facebook If you are going to operate a social media outlet then go for Facebook simply because more than likely your clients use it. Learn how to post a decent post and then boost that post for more returns. Your Smart Phone Whatever phone you use, be sure to learn how to use the camera properly so that you can shoot decent scenery shots, selfies, panoramas and video that include timelapse. Your smart phone is the tech behind your marketing. Online Searches There was a time when we used to sell website links to information, now the general public knows how to surf to what they are looking for. Still, there is room for someone like you who knows where to find the BEST information. Get your searching skills at the level that demonstrates your techno whizziness – then promote it. The Techno Claus is a travel agent who delivers on the information in so many ways and one who also shows a client how to do “it”, which can be a fee-based education. Why not? If you’re not yet a Techno Claus, time to buy yourself a gift. A training program! 

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Ensu that re you are to-date passports carrying your upand have obta any required/ ined nece for entering the ssary tourist visas country(s) you visiting. are

trip You involves canc ellation penalties in the unforeseen even that you canc t el/postpone your travel arrangements. Ensure that you aware of these are penalties. • Carr your y Out-of-Count ry Hospital/Medic al/Travel Insur Policy with you. ance • awar Be e of luggage restrictions as weight, size and type of suitc such allowed on the ases inter national and domestic fligh ts on your itine rary. Excess bagg age charges are steep and can caus e great incon venience • Ensu you re have obtained recommended or required inoculations. Cert are mandatory ain inoculations for areas. Your trave travel to endemic l agent will have provided full details. • Chec outkthe availabili ty of local ATMs in your destination and/ or purchase some local currency travellers cheq or ues. • Give family/friend s the contact information at hotels/lodges you will be staying during your trave Information on l. your accommo datio is provided withi n your documen ns ts. • reco We mmend that you put your newspaper subs cription on hold the duration for of your trip and have your mail colle cted held at your local by a neighbour or post office. • is alwa It ys recomme nded that you secure your hom e with a secu rity alarm before you leave.

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