History Within Your Own Lifetime
Whether you realize it or not, you are
witnessing history as each day passes. Some
take note and others let it go. In this industry
you note outcomes of certain events and
you lock that knowledge away. When you
need it, you can access your own memory or
your documented account of the outcome.
3. When the next terror attack happens
overseas from wherever you live – you
sell vacations at home.
Studying the weather each day can pay off.
It’s as simple as subscribing to a variety of
apps or websites that track storms,
earthquakes, etc. I can recall one travel
agent who had a group tour heading off to
Hawaii the next day and he had not paid
attention to the weather reports and even
the day before departure he was not aware
that the resort hotel in Kauai had been
washed away. That happened in 1992.
In recent months and over a couple of years
there have been horrific events at sea and
the cruise industry has taken a hit on all the
mass media news channels. Weather
patterns have changed, seasons have
moved, storms are stronger. Airlines have
merged. New technology allows you to be in
the know within seconds. There are now five
screens to factor into your marketing plan.
Social media is a winner for some businesses
but not all as consumers are tiring of the
constant social media promotions.
(September 1992: Hurricane Iniki caused more
damage than any other hurricane to affect Hawai?i
since records began. It hit the island of Kauai as a
Category 4 on September 11. Iniki caused almost $2
billion in damage, mainly to Kauai). From that one
event 21 years ago, I learned to constantly
check the weather based on tours departing
from my own home town to the destinations
I was selling.
As a professional you would have the ability
to mash together all of this historical
knowledge, blend it with what’s happening
currently and within seconds know your
marketing path and your sales opportunity.
Putting It All Together
Knowing historical patterns will make you
money and save you money too. Whatever
your niche might be, delve into the history of
it. There is always something else you can
find that will expand your niche, adding
another saleable component to it.
Success therefore in the retail travel industry
is based on how well you can look back on
your own experiences, your own travels, add
to them what you have learned from the
recent past to what happened centuries ago.
Current reality shows such as Who Do You
Think You Are? and Genealogy Roadshow
offer a new revenue source. Once a family
learns their history they are bound to travel
‘there’ where their ancestors came from.
Many hail from overseas, meaning long haul
trips to be sold. You might even become a
Genealogist Travel Agent – discovering your
client’s past and booking their trip, too.
History does deliver Sales. Believe it. It’s
100% true. ?
For instance, from my experience:
1. When the next cruise catastrophe
happens, you switch to marketing air
travel.
2. When the next air disaster happens, you
market land-based vacations.
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