Having been in the travel industry now for more than 35 years (of course I started very young), one might imagine that I have a pretty good handle on this business. Certainly, I am proficient in a number of areas of our business, however, by no means am I knowledgeable about all of its sectors and dimensions. I suspect the day I become lackadaisical about the need to continue to educate myself will be the day I should retire. I rather doubt that day is anytime soon because I recognize that by continually educating and honing my skill set I am far more successful in my endeavors.
Education is not only enlightening but also energizing. Perhaps a young one in school would beg to differ, but I think most of our readers know just what I mean. It is imperative for us to continue to educate ourselves in our chosen field and it keeps that energy flowing. The more excited and enthusiastic we are when working with our clients, the more they, too, want to learn about the experiences and journeys we are setting on course for them.
I encourage you to go out, see, experience and learn all you can about as many facets of our business as possible. Don’t stop at your specialty, but instead push yourself into something new and continue to build your knowledge base. The next time you are reading Travel Trade, read an article about a supplier you are unfamiliar with and delve into something new to expand your horizons. Maybe you specialize in cruises to only warm weather destinations. If so, come on one of our NACTA Seminars at Sea (www.nacta.com) and experience a cold-weather cruise to see the various options it offers to perhaps a whole new set of clients. Education is certainly one of the key facets of our professionalism.

Work and Rework the Plan
When I speak publicly to a group of agents in a workshop or seminar session, I am able to ask this question and watch for the show of hands. Often, it’s almost unanimous until I drill a bit deeper and ask the question in a new way. Then I sometimes see some hands go down — and that is OK. It is good for us to find out where we can try a bit harder to reach our goals. The ride to success is the best part. Here is the question. Please answer it honestly.
“Do you have a business plan?”
Probably most of you have said yes to this. Now, let’s try it again and see how we do. Be honest, now.
“Do you have a written business plan and do you update it every quarter?”
Now, I may be wrong. but I suspect that a good number of you cannot keep that hand in the air with a resounding “yes.” I think the first step to realizing we need one so badly is realizing that we don’t really have one on paper and we don’t review it nearly often enough.
About six years ago, I wrote my first business plan. I had somehow managed to skate through my business life without ever having to actually sit down and plan out my yearly business goals and how I would achieve them. Being Irish, perhaps I was blessed with the gift of the blarney and was able at talk my way around doing the actual chore — because to me it was a chore the first time around. I ran out to Barnes & Noble and bought books on the topic and spent a good deal of time stressing out over this project. It somehow seemed more challenging and daunting than many other things I had taken on in my career. (Does this sound familiar to anyone else out there?)
Well, I am a believer now. I did it, groaning the whole way, and found that it was probably one of the most important steps in my business life. I cannot tell you how the transformation will affect you, but I certainly hope it brings you the clarity that it did for me. A business plan is extremely useful in focusing your ideas about the venture and understanding the factors that will lead you to success. It will help to clarify the steps you need to take to achieve your goals.
Here is the kicker, though. You have to have it handy and refer to it often to be sure you are staying on course. Sure, you can change and update the information, but please don’t file it away and never glance at it again. Use it as your perpetual business plan calendar and make it work for you because it is what I believe to be one of the crucial elements of direction-setting for your travel business. I admit it; I have been converted to a business plan evangelist.
I hope that those of you who I have the pleasure of seeing at an upcoming trade event will all raise your hands proudly when I ask the Business Plan Question — and keep it up for years to come.