The document is the August 2014 issue of Selling Travel, a how-to magazine for travel trade professionals. It includes articles on various topics related to running a successful travel business such as prospecting, marketing, and working with suppliers. The editor Steve Crowhurst provides tips on using graphic novels and videos for prospecting new and existing clients, as well as creating a referral video to ask clients to refer friends. He emphasizes the importance of identifying the right client profile to target marketing efforts.

1. THE HOW-TO MAGAZINE FOR TRAVEL TRADE PROFESSIONALS
AUGUST 2014
Main Features:
Burton Holmes
Graphic Novels
& Comic Life 3
Do you know
what your
greatest
business
challenge is?
If ya wanna
make money ya
gotta go
prospectin’!

2. 4 EDITORIAL
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.smptraining.com
Contributors
Steve Crowhurst
SELLING TRAVEL is owned and published
by Steve Crowhurst, SMP Training Co. All
Rights Reserved. Protected by
International Copyright Law. IC TRAVEL
AGENT can be shared, forwarded, cut and
pasted but not sold, resold or in any way
monetized. Using any images or content
from IC TRAVEL AGENT must be sourced as
follows: “Copyright SMP Training Co.
www.smptraining.com” 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.
6 YOUR GREATEST BUSINESS CHALLENGE - PROSPECTING
11 HAS DIRECT MAIL GONE THE WAY OF THE DODO BIRD? By Jill Wykes
12 KEEP CALM AND CARRY ON SELLING
14 GETTING’ GRAPHIC
19 COMIC: BOOKING TRAVEL IN A WORLD GONE SLIGHTLY MAD!
25 EMOJI MARKETING
26 THEY OPTED IN…
28 FEMAIL
29 YOU MAY KNOW THIS BUT…
30 SOMEONE’S GONNA GET BUSTED!
31 JOURNEY OF A LIFETIME WITH SPECIAL SAUCE By Judith Isaacson
34 APP OR MAP?
36 JUDGING PERSONALITIES
40 THE MIKE T’ METHOD OF MULTI-TASKING
41 THE TRAVELLER’S QUOTE
42 BURTON HOLMES
43 WHAT WOULD YOU GIVE TO GO?
44 THE TRAVEL INSTITUTE
45 DREAM MERCHANTS
49 CLASSIFIEDS
If it’s not yet 5pm where you live, you still have time to make one more
call, close one more sale or e-mail one more promotion!
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!
THE HOW-TO MAGAZINE FOR TRAVEL TRADE PROFESSIONALS

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4. YOUR GREATEST CHALLENGE IS…
Are you ready for the big reveal? Well you tell me, and quite often, that your greatest challenge
is to find new clients and new business from your existing clients and those two activities are
bundled into the art of prospecting. The word and activity of prospecting has been applied to
searching for gold and also searching for leads. In either case the action is the same and so are
the skills that make some prospectors and some travel agents very rich.
To understand prospecting it really means to “get your eye in” – in other words a professional
prospector can tell by the land, the soil, the rocks etc., that here, and right there too, has huge
potential. That same eye-in activity is also applied when prospecting for new clients and new
business opportunities. And don’t chuckle at the wanted poster on the cover. That is a
prospecting technique that’s be used for decades. “Wanted… new customers…” Soooo easy.
To stand out from the prospecting crowd, I’m urging to Go Graphic in this issue. Using a graphic
novel approach for your ads and your eBrochures you will attract attention from all generations
and specifically Gen X, Y & Z. Also learn to deliver Travelogues like Burton Holmes.
Be sure to check out my new e-Store where I am turning every workshop, webinar, article and
keynote speech into easy to read and implement eGuides that you purchase and download in an
instant. Look for the Store Member opt-in links and receive a 20% discount once you join.
Here’s to your continued success in SELLING TRAVEL.
Best regards.
Steve Crowhurst, CTC
steve@sellingtravel.net
www.sellingtravel.net
The How-To Magazine for Travel Trade Professionals
Steve Crowhurst, CTC, Publisher

Click on the icons below to opt-in.

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6. If there’s one call for help that’s consistent it’s the one I consult on the most. Prospecting. How
do you find new clients to book with you? How do you get your existing clients to travel more
and how do you nudge your existing clients to refer their friends? Within those few sentences
there’s a lot of How-To to discuss. Do ya have a year? Can you turn up for a 3-day intensive
training session? Chances are that won’t happen. However, I make the suggestion. If you can
find someone to train you hands-on in your neck of the woods, then go for it. Pay the fee. Learn
how and then apply the knowledge. In the meantime – this might help.
Each day, every day…
ya just gotta get out
there and crack
some rocks!

7. Here’s the thing. If your mind is not set in
prospecting mode, nothing will happen. You
have to have your “mind in” and your “eyes in”
in order to see the opportunities as they come
and quickly go past you. They do not linger.
Those precious opportunities are fleeting and
that’s why the terms “mind in” and “eyes in”
refer to the ability to recognise what it is you are
looking for when you see it!
You’ll know from experience that you have
walked past the very shop you were looking for.
Can’t find your mobile phone but it is right there
in front of you. You were not tuned in to the
shape, the size, the signage… you just didn’t
“see” it in your mind’s eye.
It’s the same thing when you start prospecting or
plan to. You must know what you are looking for
and recognise it when you see it.
So what are you looking for? You should be able
to answer that quickly and be able to state a
client profile – that’s in fact what you are looking
for, prospecting for – the type of client who will
buy the product you are promoting – at this time.
You might be searching for people to join your
tour, or join your mailing list, or… whatever it is,
you’ll have a profile in your mind.
The Two Forms of Prospecting
You can never do enough prospecting. It can add
new clients, expand existing lists, generate more
referrals and it is done by newcomers to the
travel trade and veterans alike.
Prospecting is certainly on the table for when
you are building your business. It is also on the
table for when you want to fill a certain tour you
have arranged and even more so for when you
want to boost sales from your existing clients.
Prospecting New and Prospecting Existing are
the two forms of this business building activity.
Prospecting for NEW Clients
The questions and comments I receive about
prospecting for new clients seems to focus on
the fact that so much work is done to attract
them but they never seem to book – or if they do
make contact, they take your information and
book online or go somewhere else.
(These eGuides are available from The Travel Agent’s Store. The
New Client eGuide is there now, Existing Clients is in production.)
If you set your mind to attracting the right type
of client that would be a start. So it’s your
question to answer – what does your ‘perfect
client’ look like? Who are they? Where are they?
I can tell you now that most travel agents chase
the wrong client profile and many more try to
throw the net as wide as possible which will
naturally catch the wrong catch!
The concept of prospecting for new clients is just
like prospecting for gold. If you were chasing that
gold, would you grab your pick, walk out into the
wilds and start whacking at rocks? No. You would
more than likely research what the rocks look
like that are known to be near gold. You might
check into the historic claims. You would learn
about the rivers and which ones have yielded
gold. Nothing different to prospecting for a
travel prospect – who would be gold dust in your
jeans.
Identifying your Prospect
The prospects profile must match what it is you
are selling. If you are selling cruises, why are you
looking at a list of golfers? Are cruises
represented by high-end clients or those cheap
all-you-can-eat-2-for-oners?
So what is it you are selling? What’s the niche,
what’s the price range? Who can afford it? What
are your suppliers telling you is the profile?

8. 1. Unless you are arranging a customized tour
for your agency, you are arranging your
product through a supplier. That supplier has
the history and the facts on who buys their
products. This is the first profile you are
seeking. Most suppliers have spent
thousands of dollars to better understand
the consumers who travel with their brand.
Ask your BDM for this information.
2. Now you know who the consumer is, you
start to look for them in your area. A little
forensic detective work and you’ll figure out
where this type of client lives – more by type
of area versus street location and house
number. If the consumer is wealthy then
you’d be targeting the upscale residential
areas to start.
3. Other than where they might reside, you
consider what wealthy people do. Where
they go, what they read, the services they
like. Now you can start to analyze how to get
between them and their news.
Getting between the selected client profile and
their news means your marketing must intercept
them or catch up with them where they shop,
read and do business. Although everything is
thought to be online, believe it or not,
community newspapers are always leafed
through. People like to know what’s going on
around them. Your local newspaper is one place
to start and an ad that speaks to the client you
wish to attract. The words must be right and of
course the pricing will instantly advise who this
tour is intended for.
Prospecting Existing Clients
This term refers to soliciting your existing client
list to do more travel, to travel again, to look at
the flyer and travel again this year. It’s the same
activity but you are preaching to the converted
as they say. This client list is already travelling
with you – and now it’s your job to make sure
they know what’s available in a general sense
and also what you are planning for them in the
custom tour department.
Never be shy of asking your regular clients to
travel again, and again. Let your promotions do
the talking for you but do make sure there is a
call to action to inspire response.
Video as you know is the new medium. Well, it’s
been with us for years, but with all things quickly
accessible online, video promotions are the way
to go. They are entertaining, they sell and you
can even be featured at the end of the video.
Prospecting for Referrals
Always a challenge – asking clients for a referral,
which has always part of the sales process. For
some reason it seems, so I am told, a tough thing
to ask. Not sure why unless the client had a lousy
experience and their trust level has declined. All
things being equal then, your clients are usually
very willing to help you build your business.
Use all the non-invasive tools if you cannot quite
ask your clients face-to-face or voice-to-voice.
Add a referral slogan to your emails and to your
website...
We would love to help your friends and family
experience their trip of a lifetime. If you can tell
them about us we’d appreciate it with thanks.
Come up with your own referral request. Get the
agency team on camera. Why not an image of
the agency team, all smiles and the referral
request caption underneath. Or… how about the
entire team filming a referral request and have
that clip inserted at the end of your promotional
video?
The Referral Video
Then again, why not create a dedicated referral
video? This standalone creation would be
featured on your website, linked to in all emails
and used in a promotional campaign too. Your
video can now be embedded in a Word
document, a PowerPoint slide and as you know
it can be embedded in any of your website pages
and also specifically your agency’s YouTube
channel.

9. The concept here is to create a video that might
just be forwarded and sent viral. The ultimate
outcome you desire – gone viral.
If you are new to this idea, work with someone
who can orchestrate the production. It should be
somewhat funny as humour sells more than
doom and gloom and straight faces.
You’ll want some action, a decent backdrop and
this can all be filmed on your smartphone or
tablet. Keep it simple. Keep it easy.
If you happen to offer a referral points program,
make sure everyone on your list knows about it.
Points, loyalty and referrals are all connected –
however everyone needs to know and
understand how your program works. Another
idea for scripting into your video promotion.
The Consumer Show
You can create a consumer show that promotes
your agency and its services. You can focus on a
tour if you wish. The promoting of a travel event
will usually draw 10 to 50 people. Of course if
there is a free trip… hundreds might turn up. But
you are not looking for free loaders. You want to
attract the serious traveller.
Your consumer show will accomplish many
things – put you in front of live people, engage
them in chit-chat, involve them in discussions
about where to next, and each person attending
is a conduit to a referral.
Ready… Action!
Break out the camera. Book the hotel room.
Script your team and then make it happen. Have
fun, keep it light. PROSPECT AWAY! 
We can book your friends too!

11. Many marketers have moved away from direct mail because of cost, in favour of email and
social media. This is certainly true in the travel industry and, even though the new Canadian
Anti-Spam Legislation is now in effect, most companies will still find a way to continue to email
their clients. (More about this in my next column)
But direct mail can and should still play a part in
your marketing strategy. For one thing, some of
your customers don’t use email, and if they do, a
lot of it ends up in their trash or they feel
overwhelmed by too many emails and press
delete. Pressing delete is always an option with
email but it’s not an option with direct mail.
Yes that’s right….direct mail is making a
comeback as an effective tool for travel
marketing and a channel that will catch your
customer’s attention.
There are certain tricks when using direct mail to
ensure your message is not
discarded….handwritten postcards and
envelopes receive more attention. Attractive
travel images are always appealing.
Personalization of some sort always helps.
There are programs which can make this easy for
you and you should ask your host agency if they
offer direct mail as one of their marketing
options. Some agencies have abandoned direct
mail but this could be a mistake.
Look for a host agency that features direct, direct
mail promotions and programs to reach your
clients. Find out if they will mail the pieces on
your behalf and if so, how many and how often?
Sending your clients timely, attractive direct mail
pieces keeps you top of mind and recommends
different types of travel experiences on a direct
basis.
Clever marketers have discovered that the
letterbox is less crowded these days and your
message has a better chance of being noticed
and held onto.
Remember, if you are out of sight, you are out of
mind!
Brought to you by: The Travel Agent Next Door
Gone The Way Of The Dodo Bird?
Has Direct Mail Actually, no…
By Jill Wykes

12. Sometimes you just have to wonder what in the world is going on in the world.
It’s gotten to a point don’t you think that the world should stop, have its destiny
re-written and then reboot. If you have just joined the travel industry make sure
you retain your excitement as the current global trend for anything but peace can
be worked with and worked around. We’ve seen it all before.
Yes, you have to wonder why we as in
mankind are unkind. Perhaps we should
rename ourselves to the Unkind. Turning on
the morning and evening news is a pain to do
and quite literally the news you receive is the
headcount and images of war torn villages.
Worst of all is the suffering that innocent
people are enduring.
I always stress you should watch the news on
more than one channel, so that by 8am in
the morning you have a handle on world
affairs and based on that knowledge you’ll
know how to advise your clients when they
email or call you to handle or cancel their trip
overseas.
The travel warnings are mounting up and
some of the most wonderful cities, sites,
locations, museums, gardens etc., are being
obliterated with many now off-limits.
You are selling in a time when you must
understand the rules of engagement and be
well versed in where the troubles are so that
you can sell around them. The incredible
thing is, if you were not aware, that once the
wars are over, tourists want to go see where

13. it all happened. Such is the curious nature of
the people who inhabit the earth. Us.
Air Safety
In recent weeks prior to publishing this issue
we all witnessed the week of air disasters
and loss of lives. Naturally these tragedies
cause everyone who is about to take to the
sky on their dream trip to stop and think.
They do not want their dream trip to start or
end as a nightmare. You’ll need to be on top
of your game and be armed with data that
clearly shows your clients route and
itineraries are safe.
As the mass media continue their expose
about the safety of air travel and drag up all
the air disaster records since Wright took off
it should be you who is advising your clients
about flying safe. Here’s my mantra about
being first to advise your clients.
Whoever owns the
news, WINS!
In your area, location, community - you be
the one who challenges anything that the
media is presenting as fact that is clearly
wrong. Some things you will know and can
refute others you won’t. Where you can,
take a stand and correct the commentary.
You can do this by contacting your local radio
& TV stations and also your local press. Tell
them you want to correct what’s being said
about travelling and specifically air travel.
If you don’t mind sharing the spotlight, call
up other travel agencies in your area and
make it a trade response. Everyone wins.
After the interview you can go back to being
friendly competitors.
Travel Insurance and Travel Safety
Everyone knows the benefits of travel
insurance coverage and protection however,
if you can imagine, a huge number of tourists
are travelling without it. In times of air
disasters and war torn destinations you must
sell insurance to every client.
At the same time you must ensure each
client understands their role in being diligent
about their personal safety.
For those who argue it’s not about being
killed, it’s about surviving and perhaps not
being able-bodied anymore. Insurance
coverage can help and they will not have to
sell their home.
Keep Calm and Carry On Selling
So where can you sell to? There’s plenty of
places around the world that are peaceful
and still on the tourist track. For your clients
who were planning trips close to where the
travel advisories cover – you’ll need to find
them alternatives.
Cruising is now worldwide, so if your clients
are skittish about the Med’ then bring them
back to North America. Flying is flying and
chances of being shot down are minimal. It’s
the destination that could be the challenge.
Once again, find a destination offering the
equivalent of their first choice. Then of
course you can only visit Sarajevo for
instance if you want Sarajevo. Can’t get that
by going to London. Point taken. So it may be
a wait and see situation and your clients can
travel to their chosen destination once
peace returns.
In the meantime – sell the peaceful places
and keep the faith, too!

14. If you want to reach the current generation, try going graphic, as in graphic novel and
brochures. It’s different, it’s timely and even Baby Boomers like a graphic layout. But how and
where do you find the program? Aha! If I told you it took me a very long time to find such a
program would you believe me? Of course you would and it did. So I pass on the information
here… and the program of choice is called COMIC LIFE 3. Let’s explore.
The concept of graphic novels is found in all
walks of life and even in the realm of
textbooks at the university level. There is
something about the visual layout and story
line that helps people to learn. When you
think about it, adding imagery and a story
line to the text – well it engages more senses
doesn’t it. The same concept can be applied
to your brochures both digital and hard copy
if you are using direct mail marketing.
You may plan your cartoon / graphic novel
Travel Toons concept around a young
traveller or an older wizened sage who
travels the world. You can blend in all the
latest technology too, from smart phones to
whatever is coming next – apps of course can
be featured in your Travel Toons. Graphics
like the ones you can create in Comic Life can
also be built using other sources of cartoon
characters.

15. I use The Logo Creator which offers various
cartoon characters that you can play with.
There are faces, noses, lips etc., this gives
you the chance to create your own
character. Marvel comics also has a build
your own superhero site and Presenter
Media has more than enough images that
you can combine to create your graphic
novel. Another program similar to the
Marvel superhero creator is HeroMachine
and one more is Hero Factory – here’s their
layout where you create your own character.
It’s too much fun, so be prepared to lose a
lot of selling time!!
Who IS your character? What’s their name?
Before you start creating anything graphic
think about the format, layout and style and
of course, if you are planning on having a
lead character, who is it, what’s his or her
name? What does she do? Might be worth
reading about creating cartoon strips, comic
characters and storylines so that you better
understand how the flow of it works. You
could also read a few Marvel comics to
review the action and use of words like
KAPOW! BIFF! WHACK! And these too:
I’ve created characters using the Marvel
comic site right where it says Kids! Once
there you can create a comic strip or a
magazine. Here’s what’s waiting for you.
Click to this link – and you have a choice…
http://marvelkids.com/games/play/75/create_your_own_comic
…you can create a comic strip or a comic
book. Here’s my comic strip… you can use
this type of “quick hit” strip to make a
comment or use it as a call to action using
action figures that shout BUY NOW!
Here’s my six page comic book. It’s following
this article. The idea is to show you some
layouts and use of the tools, however…

16. …you can only create so much in the Marvel
program. When you want to add your travel
statements or add some of the large text
wording the best thing to do is to download
your creation from the Marvel website, (it
arrives in PDF format and is quite sharp) then
once you save the file you can start adding
additional copy over the top of the pages
where you want to add more words with
OOMPH! to your images.
For my comic book I captured the full page
image using SnagIt and then pasted the
image into Word and then used WordArt to
add the big red lettering, speech bubbles etc.
As I mentioned above this is too much fun
and you will get carried away. Your
marketing time and your selling time will be
eroded by your graphic time! Best to sketch
out your cartoon, comic book, comic strip
ideas and apply them to your current
product offerings.
Your characters could be finding the best
deal, or negotiating group fares and of
course they would be offering travel
insurance to PROTECT your clients and
helping them travel safely.
As with all things like this you can reach a
point of overkill. Too much is too much. Use
the idea sparingly and when you do use it,
make it work for you. Once you identify your
character, give them a name, you can put
them to work. What will they do? Will they
be the best DEALFINDER, become your
client’s NEGOTIATOR, or book your clients
dream trip as the number one
BUCKETLISTERATOR! Phew some pretty
heavy action going on there.
To me the Marvel site is the best for action
figures and there’s both male and female
forms and they are in multiple poses versus
the other websites mentioned where you
can only create a static, standing hero. Mind
you, there are plenty of “accessories” with
which to customize your character.
The Comic Life 3 program gives you every
conceivable comic book layout and you can
import additional graphics using drag and
drop. You can create a character using any of
the programs mentioned, save them as a
PNG to your Superhero folder and then
import them as you build your one or multi
page comic, graphic novel, travel brochure.

18. The other program I use is Photoshop Elements 12 and it has a Graphic Novel filter that offers
you four selections – select your photo and then choose the Graphic Novel filter, click and stand
back. It works! If you wish to manipulate your image using other tools go for it, otherwise the
image is fine. Now you can import it into Comic Life 3 and within CL3 you can add all the wording
and text boxes and speech bubbles you need.
START HERE
ACTION CHARACTER NAME WHAT DO THEY DO? HOW TO USE?
Good luck! Have fun. Keep the focus on selling travel!

20. I KNOW WHERE THE
DEALS ARE
AND I WANT THEM

21. Captain Travel Agency sets off on his mission to track down the best deals for his clients heading
to Europe. He knows there are some nasty people out there trying stop tourists from visiting well
known resorts and cities… scaring them off with rockets, and terrorism… bad food too!
BUT IT WILL NEVER WORK! YA KNOW WHY? WELL DO YA? NO… WELL I’LL YELL YA!
AND WE’RE GOING TRAVELLING NO MATTER WHAT!

22. WOW this is serious! Big A has broken the CASL rules and
sent me an email without my permission! Holy spam law!

23. Finally it was Kick-Butt Betty who really took care of the biz!
She put the boot into poo-tin, too… that karazy guy that’s
rushin’ everywhere – Betty rattled his rubles real bad!
It was then that captain travel agency went to the podium to
announce the world is now a safer place to travel and if
anyone wanted to opt-out of his mailing list, well…
stoneman would come pay a visit!

24. Isn’t that Kick Butt
Betty in disguise!
Nice pants!
I need a
FAM!

25. Emoji Marketing
You have used Emoji many times and many of those times perhaps not even realized you were.
Say what? Well you know, ending a text message, email or a line of text with :) to indicate
something, you are happy, sad, winking… adding a little emotion to your words. Adding an
emoticon or emoji. Well the art of emoji has moved ahead and is now a language found mostly
transiting from one person to another or to many via mobile phones. To me you can take the
emoji concept and think of them as hieroglyphics. In other words they can be read and
translated as long as you speak the language. Here’s how to use emoji to promote travel.
At http://www.iemoji.com/ you will find this
heading that gives you hundreds of emoji listed
under the headings you see below. By selecting
the ones you feel tell the story you can create a
new style promotional message that your client
recipient must work out for themselves. Keeping
it interesting but not too “deep” will win the day.
The following is a little fuzzy as I’ve enlarged
them and they were low resolution to start with.
What’s the message then?
Okay you got it. Flying to the UK for Christmas.
You can mix text and emoji together if you wish,
there are no rules here because we’re not talking
strictly emoji for smartphone and mobile
communication. The idea here to use an existing
communication medium and turn it into
something that might attract attention from all
clients, all generations.
Should you wish to focus on attracting more Gen
Y and Gen Z then you would study the art of
emoji, go deeper than I am stating here, and
learn the essence of emoji communication.
Gen Z have always known zoom, pinch and
swipe. They have grown up with hi-def, surround-
sound, 3D and 4D = 360 degree photography and
film is the normal. Ultra slow motion and hi
speed video is their standard. Gen Z are the
ultimate consumers of snack media.
They communicate in bite sizes. Research studies
suggest that their brains have evolved to process
more information at faster speeds and are
cognitively more nimble to handle bigger mental
challenges. But getting and keeping their
attention is challenging.
Get ALL the Meet Gen Z information here.
Alright. You have the idea. Watch how the media
uses emoji on your smartphone, or into your
email inbox. Learn the language of emoji travel
marketing as YOU want it translated and go for
it. 
More emoji here:
Where do Emoji come from? Click here.

26. THEY OPTED IN…
If you are battling with opt-ins, one way to nudge your clients into re-joining your list is to use a
little humour and also that fear & greed approach, too. Somewhere between the two will cause
the customer reaction you want. But NEVER threaten with wording such as: “You’ll never hear
from us again!” “No more emails will come to you!!” “Those special travel deals will disappear
forever!!!” Keep it nice but show your clients the error of their ways in not subscribing and use
imagery where you can – your clients will “get it” faster than reading reams of text. 
Isn’t this just wonderful… so
glad we opted-in right away…
…and don’t look now, but
there’s some nutter on the
other page ranting on about
missing this cruise!
I know and that’s thanks to Marie-
Anne our travel agent for
explaining that Hassle thing…
Well we had enough nuts on
our cereal this morning…
who needs more!

28. Hey ladies of the travel trade,
(that would be about 85% of
you) have you gotten onto this
idea yet? I can’t claim it as
mine. Saw it in use on a recent
website I visited. Thought this
was very much on the ball and
if you are a travel agent with a
female following and / or
operate women-only travel &
tours, then think about
renaming your opt-in plan to
FEMAIL!
How about a super YOU hero to go
with the FEMAIL push? One of my
favourite sites as mentioned in this
issue is the Marvel comic create your
own superhero page where you do
just that AND use what you produce.
Need a FEMAIL mascot then here’s ya
sign. I’ve added the $ sign to my super-SALES-woman shown above. Over to your creative talents
and beware. This is very addictive. Remember it is work. Serious stuff. Click the image or click
here: http://marvel.com/games/play/31/create_your_own_superhero 

29. Hey where’s my CASL buddies when you need them eh? With spam still
populating inboxes here’s one fake email worth pointing out should any readers
be newcomers to online anything and fending off unwanted emails. This email
landed in my inbox and there are certain issues with it that SHOULD stop you
clicking out of interest or panic.
When you receive an email like this from an account you actually use ALWAYS read the rest of
the address in the From: line. As you can see here (1) Shaw Service Team is listed however at (2)
the email is not Shaw. If you were to click upgrade now (3) then you would end up on a website
that is not operated by Shaw – OR WORSE.
Make sure CASL and CAN SPAM earn their keep and
forward this type of email each and every time one lands in your inbox. 
You may know this but…

30. Hey out there. I’m receiving emails from YOU and you are not following the rules
that now exist. Beware – it could be you who gets busted for lack of attention to
recent email / spam legislation. This is not meant to be a scareware page, just a
note to say smarten up your email protocols. What’s missing?
The Unsubscribe Link is missing!
Remember you are supposed to have added this basic one liner to your email signature
complete with your agency name and address.
To unsubscribe: if you no longer wish to receive
emails from (you) please click here. Thank you.
If you do not have a list management program then you create something like this:
To unsubscribe: if you no longer wish to receive emails from
(you) please send a reply email with UNSUBSCRIBE typed into
the Subject Line. Thank you.
Something else was missing too. The OPT-IN link.

31. Journey of a Lifetime
with Special Sauce
Say the words, Journey of a Lifetime, and people think of Israel and the Holy Land and for good
reason. Israel is far away, takes many hours of travel to reach - often more than one flight -
and, for North Americans, is located in a very foreign part of the world. A trip to the Holy Land
is often synonymous with a journey of faith and sacred sites.
What many people do not know is that Israel is a
prime destination for culinary experiences, wine
tastings, luxury spa indulgences, biking tours,
bird watching aficionados, diving enthusiasts,
lovers of art, fashion, and design, and naturally,
wanna-be archaeologists. By offering complex,
multi-faceted tours, the travel agent becomes
indispensable to the traveler.
Holy Land travelers on a journey of faith who
seek a richer, more multi-faceted tour will
welcome the variety of possible options. A tour
to Israel which combines ethnic foods, boutique
wines from a variety of terroirs, along with a
behind the scenes look at fashion studios, for
instance, offers rapture for all the senses - and
bragging rights.
Here are five group ideas for selling Israel. The
beauty of these ideas is that the target market is
readily identifiable and easy to find.
Romantic Holy Land: Yes, romantic! Beach
destinations are not the only place for romantic
honeymoons or milestone anniversaries.
Thinking outside the box, what can be more
spiritual, emotional, and romantic than a
renewal of wedding vows at the Wedding Church
in Galilee where the miracle of water into wine
was performed? A sunset dinner of freshly
caught St. Peter’s fish, seated on the shores of
Sea of Galilee with clinking glasses of Galilee
wine is a memorable end to the day.
Bird watchers’ Holy Land tour. Israel is at the
crossroads between Europe and Africa. Twice a
year, in autumn and spring, our fine feathered
friends wend their way in one direction or the
other depending on the season. Since the
distance is great, the hundreds of millions of
migrating birds must stop to rest and recover for
the next leg of their arduous journey across
continents. The Hula Valley and the Sea of
Galilee, where Jesus walked on water, is their
resting area and a paradise for bird watchers.
What a superb combination of sights and
passions!
By Judith Isaacson

32. Culinary Adventures in the Holy Land. With raw
ingredients that are fresh, local, and often
organic - how can eating, tasting, and dining
Israel not be a priority and key element of a trip
to the Holy Land? Israel is a nation of nations:
Yemenite, Moroccan, Arab, Druze, Circassian,
Ethiopian, Russian, Georgian, Armenian, Libyan,
Iraqi - are just some of the cuisines readily
available and distinct one from the other. A food
oriented day might include a trip to the local
outdoor market to taste and get acquainted with
the offerings, and then learning to prepare them
in a workshop. When visiting a Druze or
Circassian village in the Galilee, a lunch stop at a
local eatery is an opportunity to speak with the
cook and village residents.
Fashion and Design. A behind-the-scenes look at
the studios of Israel’s fashion designers is also a
peep into Israeli society from a unique
perspective. Get an intimate look at the organic
fashion industry through the eyes of a true
insider. Tailored to the client’s fashion tastes, a
fashion and design tour takes the traveler to the
heart of Tel Aviv’s fashion scene – the designer’s
atelier. The tours offer a glimpse into each
designer’s soul,
as guests are
styled and
advised by the
designers
themselves –
learning their
personal and
inspiring stories
about growing
up and designing in this ancient land.
Archaeology in an Ancient Land. Just about
weekly, there are news stories about a “new”
mosaic that was found at a building site. These
brightly colored mosaics tell a story from
thousands of years ago. Remains of a palace of
King David in the Judean Hills, or the fishing
village at Sea of Galilee where Peter roamed, or
the caves from the time of the Romans - are just
a few of the windows into the past that are
worth including in a trip. But the best of all is to
actually dig - even if just for a few hours. For the
lucky ones who actually find a piece of the past,
the experience is even more memorable.
Artists and Studios. Meet an artist during a
hands-on workshop in his/her studio. Israel is a
mecca for artists and original art - some larger
than life, some miniature. With at least four
artist quarters in different villages and at least
two designated artist villages, the Holy Land is
bursting with creativity and originality. At a
workshop lasting a few hours or a few days, learn
mud brick building, or delicate vitrage glass
making, or metal work sculpture, or
photography, or ceramics - and the list goes on.

33. Where to find potential clients
for these groups?
Romantic Holy Land could be marketed at
wedding and honeymoon shows in a joint
venture with a wedding planner. To reach the
market of older married couples, consider a joint
venture with a local florist during the Valentine
Day season.
On social media sites, look for groups for foodies
and wine enthusiasts to post your travel
proposals. Consider a joint venture at a local
wine shop and/or gourmet food shop with an
evening featuring tasting of foods and wines of
Israel, or a cookbook talk at the neighborhood
bookstore.
Likewise for art enthusiasts: check out the
neighborhood galleries and see how you can
meet these gallery visitors to introduce the idea
of a journey of a lifetime to the Holy Land
combined with an art workshop.
Bird watchers as well as amateur archaeologists
are fanatic when it comes to their respective
passions. Find them in social media groups,
online societies, and possibly local clubs.
Custom Israel Tours: http://www.customisraeltours.com Email: trips@customisraeltours.com
Yes you can!

34. I found some old photos recently, black and white of course and there I am about 14 years of
age, with a rucksack, standing with other kids of the same age by an old Bedford van loaded
with kayaks. We were off on a school outward bound weekend. Those were the days and trips
that locked a sense of adventure in me that would never leave. Eventually I was the kid writing
to travel agencies like yours, requesting maps and brochures. You see, I had a personal journey
to complete. I was going to Japan.
Throughout my teenage years I spent hours
poring over maps, checking routes, rail
times, ferry schedules and then more rail. I
was heading to Europe from the UK, then to
Moscow to board the Trans-Siberian over to
Vladivostok and then ferry it to Hokkaido,
Japan. I can remember the thrill of those
maps and imagining each and every mile.
Long story short. That didn’t happen. I
reached Japan by working on a ship out of
the UK. Landed in Japan February 1968.
Fast forward to now. Where is the romance
in poring over a map app? I appreciate them
but I’m looking for something to market
here. Something nostalgic, tactile.
Something you can entice your clients to
gather round and touch, trace, make notes
on. Maps. And when you AND your clients
touch them, with your storytelling talents
you’ll both be transported “there”.
Appeal to the customer’s romantic side and
simply say, “Let’s pore over some maps and
make sure the route is what you want.”
Coach tour, mountain hike, rail journey all
are supported by maps. You might even thrill
your client by bringing out a very old map,
one from your collection. Start the
conversation by asking, “…it looks like you
enjoy a good map… would you like to see a
couple of old maps that I have?” Now of
course they should be interesting, as in some
long forgotten destination.
What you are doing here is using old maps to
sell present day trips. Try it. Advertise it. You
might even find a group of map collecting
enthusiasts who want to head off
somewhere to look for their next find.
In the meantime check out antique map
dealers. The map of Asia here is $165.

35. Not quite the same is it?

36. Check out this customer… what’s his travel personality do you think?
If he was a hotel, what brand is he? Do you think he’s an adventurous
kinda guy, limited in his focus or a boffo? Wouldn’t it be nice if you
could read all your clients and market to them accordingly?
Well you can. All it takes is a little creativity and a quiz maker…
ArtworkbySteveCrowhurst

37. No need to try and judge a client’s personality when you can actually create one for them, have
them buy into it and sell them based on what kind of traveller they are.
The idea here is quite creative and is something once you get to grips with it, that’s very appealing
across all channels and something that will more than likely go viral amongst friends who travel.
First things first then, you’ll need to find a suitable personality quiz maker. Funny thing – type
those two words into Google and a whole bunch of options appear. Magic.
The concept of personality quizzes is not
new as you well know, however they are fun
and engaging and people once they get the
scent, want to know their travel style.
Now the key thing here is that the outcome
is not based on Jung, Myers Briggs, Drake P3,
4Di or any other brand – this is pure fun with
some truth and the whole thing is created by
you and your team.
You decide on the travel style or personality,
you design the questions and the final “You
are a…” description.
Although this is a fun project there is a
serious side to it and that is, once your
customers have their designated personality
you can start to market to all the
“Adventurers” or the “High Stylers” or the
“Cheap’n’Happies”.
I’m sure you have your pet names for some
of your clients and I’m also sure you have a
descriptive title for a certain type of client…
I’ll be kind on your behalf: thrifty, dumb,
champagne on a beer budget and of course,
perfect! Those names and titles aside, go for
the fun that this type of marketing idea can
generate and it might even turn some
grumpy customers into perfect customers.
Here’s a couple of quiz makers pulled right of
my search returns. You’d have to review
them for content and price and also conduct
your own search. I just wanted to show you
they do exist.
Here’s how one travel company promoted
their quiz. Kind of retro and attractive.
So once you select your software, quiz
provider you’ll need to think up the
questions and descriptions.

38. In my searching around, this quiz popped up and the questions were quite good – to explore
further and to get ideas on how to phrase your questions click here. The website this came from
is called Belief Net and its tagline is: Inspiration, Spirituality, Faith – very nice and there might
also be some ideas there for you if your niche is religious / faith based tours.
I completed the quiz and the results are on the next page.
NAME THOSE TRAVELLER TYPES
1 2 3 4
Describe this type here Describe this type here Describe this type here Describe this type here

39. I am a CURIOUS TRAVELLER! And you know what? That’s pretty close.
POST QUIZ MARKETING IDEAS…
You can see from the results above that each traveller is receiving a travel suggestion. What a
great idea and you can make this happen – suggest it AND book it. Nice. Other quiz activities
would be:
1. Use the quiz to attract Opt-ins adding: and to receive your personality profile.
2. Create special events targeting specific profiles – for curious travellers…
3. Create special events for all profiles but have them seated together by profile.
4. Look for possible group tour outcomes with each profile.
Over to you and your team. If you sell to a niche audience this idea will
work. If you sell mass market, same thing. Use it as a new client
generator and publish it online. Ask for it to be shared / go viral. 

40. If you’re not sure about managing your time as a home-based travel agent then you need to tap
into how others make it happen. Here is a good friend of mine, Mike T, who leads the way in
multi-tasking. Take a few light-hearted moments and see how many activities you can detect
that Mike is engaged in and jot them down. When you’ve finished, check the answer box below.
Multi-tasking Mike is engaged in:
Now you have to understand that Mike T is a
special kinda guy. He is perpetually happy, has
nothing but nice things to say, very funny as in
humorous, is certain only good things will
happen, positive, mindful, energetic and each
year challenges himself to learn something new.
His multi-tasking lifestyle can cause his wife a
few restless moments, as whilst driving to work
in the morning he is shaving, drinking coffee,
listening to blues music, steering with his knees,
answering his mobile and saying “Yes dear…” like
he was tuned in 100%! What a guy! 
Sitting
Posing
Eating
Meditation
Listening
Watching
Reading
Looking
Rocking
Smiling
Exercising
Resting
Learning
Working
(laptopopen!)

41. From time to time you’ll need a decent quote related
to travel and travelling. They seem to be few and far
between, but wait what’s this? A book full of travel
quotes.
The challenge I find is that most of the quotes from
business to philosophy to travel are all dated and I
mean dated such as 16th century and if you’re lucky up
to early 1900s. Isn’t there anything more recent and
quoted by someone other than a 90 year old white
guy! Where’s the young men and women of present
day? Surely there must be a decent quote from our
current crop of thinkers of all race, colours and creeds.
I’ll keep searching. In the meantime we can always rely
on Benjamin Franklin and Michael Palin, although I see Rick Steves has managed a couple of
quotes in the Quotable Traveler. When you read this book you’ll find that the majority of travel
quotes do not deliver the joys of travel. More so, the quotes describe the hassles. So it may come
down to you quoting your own quote and perhaps you could ask your clients for their uplifting
verse as to why travel is the fantastic experience that it is.
One fellow I enjoy reading is Burton Holmes. He died in 1958 after a full life of travelling,
photography, publishing and delivering his famous Travelogues. Now he can quote!
Oh to write like Burton Holmes…
“There is something more than mere esthetic pleasure, mere
delight of the eyes, in scenes like this – there is a glorious
uplifting sense of the unity of the universe –
the nowness of all time.”

42. 
More often than not I tend to refer to Thomas Cook as one of the most, if not the most inventive
travel agent of his time and for me, of our time too. I can never get enough of Thomas Cook’s
and his son Mason’s ingenuity. I have three books about Thomas Cook and as I’ve written
before – had he lived today, well who knows what he would have accomplished. Burton
Holmes like Thomas Cook was a game changer. It is Burton Holmes who we have to thank for
opening the world through his camera – taking stills and video footage. If you’ve not yet met
Mr. Holmes… you have now. Learn from his lifetime of travelling, photography and keynote
speaking, or Travelogues as he called them.
If you know where to look you can find a number of comments about Burton Holmes and the one
I like is this: “…is known as America’s most famous travel showman…” and to boot he even has
his very own Hollywood star. Not bad for a camera enthusiast from a young age and a guy who
dropped out of school at sixteen, began travelling, first to Europe with his grandmother, and then
to Japan. He led a fantastic life and one that you might want to emulate – except that times are
different. Many places Holmes visited and recorded no longer exist in name, and many more are
currently at war!
Learning about this travel pioneer starts between the
pages of Burton Holmes book, Travelogues: The World’s
Greatest Traveler, which was released in 2006 by
Taschen. Holmes took over 30,000 photos and 500,000
feet of film during the course of his travels through every
continent. This 300+ page archive has collected the very
best of his work. I am showing the cover here with an
insert of me holding my copy… it ain’t small or for weak
of arm! It measures 12” x 10½” X 2” and heavy!
Although BH was somewhat wealthy, he knew
his calling and went for it. A lesson there. He
turned the vacation slide show into a Hollywood
event he coined Travelogues and he presented
8,000 of them, even filling the Carnegie Hall. The
Burton Holmes Lectures, based on the slides and
his narrations for them, were reorganized into a
series of books, originally published in 1901 in
ten volumes, selling more than 40,000 copies.
They can still be found in used book stores.
Action: read about BH, study him, use his
Travelogue concept, write your books, publish
your photographs and who knows what you’ll
achieve.  http://www.burtonholmes.org/life/bio.html

43. So many of your clients are dreaming right now. They are dreaming of that trip, that personal
journey, that thing they must do and that thing they must see. It’s all, very, very important to
them and their life. Yet, they are still sitting there, doing 9-to-5. They need your help. It’s up to
you to show them the way.
Dig deep into your own experiences and
especially when you were trying to decide
what to do and then you quit your job as an
accountant and just went. What did you give
up to go? Your job? Possibly a career and
eventually a partnership in a large
accounting firm? Or not. You never knew
what lay ahead. You might have waited
years, twenty years to get that partnership
and just as you were about to take that step,
the market crashed and your firm might
have said to you, “not now”.
Here’s what I gave up to go:
My collection of Japanese katana and one
guitar circa 1920. Sold them all to go
travelling. Where did I go? It was a one-way
ticket to Canada in 1970. I could have stayed
and become… well, I can’t answer that. I only
know the outcome of giving up something to
immigrate to Canada.
WHAT WOULD YOU GIVE TO GO?
Make this your marketing slogan for next
week. You’ll be back talking about personal
journeys and counselling clients on how best
to achieve their travel goals – but NEVER
persuade them to leave family, children or to
cash-in all their savings? That’s litigation
staring at you. Let the consumer decide what
they’ll give up to fulfill their dream trip and
more dream trips after that. Most people
will only give up 4 weeks max of their current
lifestyle and yet others will amaze you in
their travel request once they identify with
your new slogan. It’s a worthy challenge and
nudge those fence sitters into action. 

44. Enroll in
The Travel Institute’s
Villa Travel Course
and Receive a FREE Luxury Travel Specialist Course!
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receive a FREE Luxury Travel Specialist online
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Have Villa Vacations increased in the last five
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Are traditional, classic villas more popular than
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travelers who have stayed in villa
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Villa Travel link:
You will also learn the difference between a Villa
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define a villa, what services and amenities are
included in a villa, and who the villa traveler is.
Luxury customers are clamoring for more - more
amenities, more destinations, more experiences.
As the luxury travel marketplace evolves, the
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The opportunities for selling to luxury
customers, even in a down economy, are
tremendous. Enroll in the Villa Travel course by
August 15, 2014 for only $49 and position
yourself for profit!
Luxury Travel link:

45. IT’S IN PRODUCTION!
The hard-hitting, no nonsense, no fluff content will cause you to re-think how you sell travel today
and in the coming years. The world of selling travel has changed in so many ways, offering a
whole new set of marketing tools, new travelling generations, communication tools, trends,
places to visit and things to do. The required skills and competencies for success have changed
too. The backdrop to your success has also changed – it is not the peaceful planet everyone
expected. Dream Merchants will help you keep the selling travel dream alive despite civil wars,
extreme weather and terrorism. Veteran of the trade or newcomer, supplier or NGO, you owe it
to yourself to read this insightful book. Published in eBook format to support Green Knowledge.
Watch for the publication announcement.
Be first to hear – opt-in to The Travel Agent’s Store today.

46. DREAM MERCHANTS™
As the other page shouts, it’s in production! Finally. Books take time to write and especially
the type of book that delivers the how-to behind the what-to-do that everyone else tells you
to do. The focus of Dream Merchants™ is to help both newcomers to selling travel start their
career the right way and at the same time offer travel trade veterans and travel schools a new
approach to selling travel in the coming years. Additionally the content will also support the
efforts of travel trade suppliers who work closely with travel agents.
Unlike other books on the topic of selling travel
this one is hard core and pulls no punches in
what it takes to be considered a travel trade
professional, a Dream Merchant.™
The opening chapters explore the current world
wide situation and state of affairs which, in a
nutshell has reduced places we can visit. Existing
upheaval in many countries and the potential for
civil war is huge. Weather patterns have changed
dramatically. The seasons we know and sell have
moved. The planet is in turmoil in more ways
than one, yet, travel is still high on the list of
those that can afford it.
Additionally, the travel trade faces even more
challenges and this time from within as each
country creates its own anti-spam legislation
with Canada’s CASL being touted as the toughest
in the world. Guaranteed to kill off many small
travel businesses as genuine spammers, who
don’t play fair, simply carry on spamming as
usual.
How does a newcomer to selling travel even
build a clientele if they can no longer (in Canada)
reach out and e-touch? How do you keep the
dream alive for yourself and your clients? How
do you keep the passion for travel moving
onwards and upwards and how do you remain
the DREAM MERCHANT™ in your community?
Read Dream Merchants™ and you’ll be taken
through a rigorous course of study and self-
analysis. You may or may not like what you find
out – however follow the advice and you’ll
survive.
Young people entering the industry will be,
during their career, selling to four generations
ranging from BBs, Gen X, Y and Z. Social media
use will change from generation to generation. A
knowledge of travel apps and how they work is
now crucial. Being able to communicate using
Emoji is a new marketing must know skill when
targeting Gen Z. Using a tablet app instead of a
white flag when guiding a tour, is now a must do.
Video will be the best format for marketing
travel across all 5 screens. Knowing how to
create and produce a 3 minute powerful travel
feature is also a must know. Being camera
presentable is one more skill to learn.
I also explore the true meaning of over used
words such as professional, passion and
engagement to present the reality of selling
travel going forward during the next five years.
There you have it. A brief overview of Dream
Merchants™ - a must read for the travel agent
wishing to grow their business in a way that will
work with and around the global challenges
happening now and the challenges to happen in
the coming years. 
Send an email request and be first to secure a
copy when Dream Merchants™ is published.

48. A HOME FOR THE
HOME BASED AGENTS
Big Bark has all your print-marketing needs covered!
201 – 3011 Underhill Ave.
Burnaby, BC
V5A 3C2
BonVoyage
BonVoyage
THE HUNTINGTON GROUPHUNTINGTONThe agents choice since 1973
Thank you for choosing to travel with MyEscapades.com.We take pride in providing one-of-a-kind travel experiencesin Africa, Asia, Europe and South America. The majority of ourclients require a trip customized to their likes, interests andbudget.Whether you wish to travel in the lap of luxury or chooseto indulge in an authentic adventure (we call it ‘roughing-it’) wewill create a trip to suit your preferred tastes. In other words,we will give you a travel experience that goes beyond yourexpectations. Rest assured, MyEscapades.com is your perfecttraveling companion.
Before You Travel:• Ensure that you are carrying your up-to-date passports and have obtainedany required/necessary tourist visasfor entering the country(s) you arevisiting.
• You trip involves cancellation penalties in the unforeseen eventthat you cancel/postpone your travelarrangements. Ensure that you areaware of these penalties.
• Carry your Out-of-Country Hospital/Medical/Travel InsurancePolicy with you.
• Be aware of luggage restrictions such as weight, size and type of suitcasesallowed on the international anddomestic flights on your itinerary.Excess baggage charges are steepand can cause great inconvenience• Ensure you have obtained recommended or requiredinoculations. Certain inoculations are mandatory for travel to endemicareas. Your travel agent will have provided full details.
• Check out the availability of local ATMs in your destination and/orpurchase some local currency ortravellers cheques.
• Give family/friends the contact information at hotels/lodges youwill be staying during your travel.Information on your accommodationsis provided within your documents.• We recommend that you put your newspaper subscription on hold forthe duration of your trip and haveyour mail collected by a neighbour orheld at your local post office.• It is always recommended that you secure your home with a securityalarm before you leave.
0 Ridgeway Dr., Suite 17, Mississauga, ON Canada L5L 5M5
8.887.9710 | info@myescapades.ca | www. myescapades.ca
BonvoYage
THE HUNTINGTON GROUPHUNTINGTONThe agents choice since 1973
BIGBARKGRAPHICS.com
T: 905.857.6333 | TF: 1.866.607.1556 | sales@bigbarkgraphics.com
THE TRAVEL AND TOURISM PRINTER FOR OVER 30 YEARS
TOP 6 WAYS WE ARE
DEDICATED TO THE HBA:
1. Easy to use, do-it-yourself, 24/7 online
print-ordering store.
2. No design/setup fees – choose from our
selection of pre-designed templates or
Design Your Own.
3. Full use of our image gallery at no extra
charge.
4. Travel related marketing products such
as calendars and magnets plus all your
standard business products – business
cards, envelopes, letterhead, flyers, and
more.
5. Wide selection of ticket packaging
options for groups, weddings, and
niches.
6. All products available in small quantities
(some as low as 25).

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