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The Future of the Travel Professional by @wendykrichards

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by Wendy Richards-Edwardson | Featured Contributor

Costco is just one among many disruptors that the travel profession continues to monitor. There is no disputing the fact that bulk stores are changing the way travelers buy their vacations. Together with the Internet, it appears the brick and mortar travel agencies may soon be going the way of the rotary dial telephone.

Rebranding and Specialization

If your passion is helping people experience journeys of a lifetime, get ready for some great news. Travel agents of old have been reinvented and emerging as 21st century Travel Advisors. These independent entrepreneurs really know their stuff, genuinely love travel, and are thriving!

The rebranding of advisors has made it possible for us to draw a line in the sand. Here’s what you need to know:

Bulk Stores

Do you know what bulk stores are really, really good at? There’s a clue there. Bulk! Volume! It only makes sense that in order to keep those prices dirt cheap they have to sell a lot of the same stuff to make a profit.

Bulk stores don’t know what travelers want and in many cases, neither do consumers. Prospective buyers may not even be sure what questions to ask and no one is offering them assistance because they don’t know either. Most of these sellers of vacations are marketers, not travel consultants.

The big box stores offer cruises and vacation packages with juicy discounts, store and vacation credits. “Buy from us and we’ll give you $500 worth of free groceries.” Really? If trusting holiday time to Costco, buyers may indeed need those free groceries upon their return. If consumers want an “off the rack” vacation, let them have it. They are not your customer.

Enter the Dream Merchant

In today’s world, successful people are busy – really busy – and don’t have the time or inclination to research and plan a well put together itinerary that maximizes their all-important family time. Do you really think JK Rowling books her holidays through Sam’s Club (pardon the pun)? To these individuals, time is as valuable as currency and they are willing to pay to get what they want.

Enter the designer of travel. A Travel Advisor works on the same basis as an interior designer or architect. They are employed by the client, not the supplier. An interior designer gets to know their customer: what appeals to them, the family’s needs, what they don’t want, timelines and budget. They can’t create a dream home if they don’t have a clear picture of the people who will live in it. Step by step they put together a plan of action that the consumer sees the value in and is excited about!

As a successful Travel Advisor, not only do I charge fees but my clients expect it! The best is never free. From inexpensive getaways to lavish holidays, there is no such thing as one size fits all. Advisors are now tapping into exciting markets: expeditions, sports, yachting, genealogy, hiking, wine tasting, music cruises, luxury trains, history and architectural travel. You name it; someone out there wants you to make it happen!

The best Travel Designers are affiliated or employed by Destination Management Companies such as Canada’s Vision Travel Solutions and luxury consortiums such as USA Virtuoso who have standards that must be met by both agents and suppliers. Everything from virtual sales training, product and destination knowledge, and educational trips are offered and expected. Today’s sophisticated travelers rely on their advisor’s expertise in choosing sustainable and environmentally responsible partners.

Expanding into Concierge Service

Advisors have inside access to everything to do with the travel industry. Doesn’t it then make sense to have them make their clients’ reservations? Choice of cabins, suite views, tours, air, dining, cars, transfers, you name it. The big box stores are not going to suggest booking a cruise cabin on the side of the ship that will get their customer the best view of Monaco at night. Nor do they have the connections to get an enviable dinner reservation at The French Laundry in Napa.

Advocacy

The average traveler does not have the clout to wield influence should things go sideways on vacation. And in today’s world, it happens more often than you think. It’s hard to act as your own advocate when stuck in an airport terminal with thousands of others going nowhere. With boots on the ground everywhere, I have solved problems half way around the world! Call Costco when you arrive at Kilimanjaro airport and your luggage is sitting in Istanbul and see what happens!

Little Black Book – What Sets a Travel Advisor Apart

Here is something you can’t put a price tag on. You won’t find consortiums of small Scottish country inns, German castle stays and Italian boutique hotels offering their properties at big box stores. You won’t find adventure outfitters, tiny yachts and gulets for lease, and I can guarantee you, you won’t find my little black book of hidden gems of accommodation and destinations.

Ageism

Whether you are 25 or 65, clients choose their advisor based on relatability, knowledge and trust. I am over 50; my clients are over 40. I like to travel well and so do they. Ageism is not a factor and that is fabulous news in our youth oriented world!

THE BOTTOMLINE:

The profession of Travel Advisor is thriving! It has become more specialized, challenging, interesting, exciting and ultimately, very profitable. There is nothing more rewarding than having clients return from an outstanding vacation and telling you that it was you who made all the difference. When can we book the next one?

Remember these very important words: Travel sells itself. You are selling YOU.

Owning Your Financial Future by @wendykrichards

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by Wendy Richards-Edwardson | Featured Contributor

Sheownsit.com is a wonderful place to read inspiring stories of talented and fearless young women who are building businesses, relationships and putting themselves out there. Ladies, do you know how truly special and courageous you are?

As a relatively successful entrepreneur who didn’t get going until much later in life, I hope, from time to time, I can provide tidbits of wisdom from the School of Hard Knocks.

So if you are feeling a sense of bravado at the moment, I would ask you to pause and give me your attention for a minute. I know you are all very busy planning, building and imagining spectacular success stories, but this is news you can use!

As my biography suggests, I am a late bloomer, discovering who I was and what I wanted to become after my 50th birthday. Sometimes I think my circumstances were a blessing and other times not so much. Life is full of twists and turns and when you are young, you cannot see the whole road ahead.

Unlike many late bloomers, I was not merely shifting gears and setting out on a new adventure of self discover. Without pointing fingers or making excuses, the truth is I found myself having to give up my home, my savings and all the resources I thought would be in place for my retirement. I was, in the truest sense of the word, broke after 50.

I am far from alone. Female friends and business acquaintances I have known for years are finding themselves in the same boat. The circumstances may not be the same: divorce, disreputable money managers, addiction, bankruptcy or poor health, have contributed to women ending up with little or no resources in mid to late life.

At a recent business luncheon, I recognized a woman (I’ll call her Jane) who I first met over 25 years ago. It so happened that she and her business partner/husband were having work done at the law firm where I was employed. Jane and her husband had a highly successful land development company and her over-confident manner reflected her success.

I approached Jane at our luncheon and asked how things were going. Well, after the marriage failed, so did the business. She ended up declaring bankruptcy and being the sole supporter of their daughter. She is still in litigation with her ex. Jane was a smart business woman. What could possibly have gone wrong? This wasn’t supposed to happen! Jane, like so many others just like her, had put all her eggs and trust in one basket and had no backup plan.

I got no pleasure in hearing this. I too had been an independent, self-reliant woman. I always believed I could do anything! But then again, I thought I had endless years of life ahead of me. There was plenty of time. I also believed that when someone said to me, “Don’t worry about it. I’ve got this.” then there was nothing further for me to do.

I assumed that if I trusted those I loved, believed they had far more business sense and had my best interests at heart, everything would be all right. I don’t know the science behind it but for some reason women still tend to allow others to control their lives by thinking they know better.

After working in the field of litigation law for many years, I can tell you that partnerships usually fail. Approaches to future ideas and money can change over time and partnerships erode. With good contracts in place, protecting your assets and having an exit strategy, you will survive these detours in your plans. Keep YOUR assets in YOUR pockets! I was always told if you want to destroy a friendship, become roommates or business partners. I have found this to be true in both cases.

So here is my advice from the trenches. When someone says to you, “Don’t worry, I’ll take care of you”, accept the compliment and then ignore it. Take charge, do the work and, under no circumstances, allow someone else to control or guide your life or finances. It is not fair to them or you. Best intentions aside, sh*t happens. You must rely on the one person that ultimately will take care of you. That would be you!

I know it’s hard but fast forward 10, 20, 30 years. If you truly want a successful future, you need a backup plan today. Have you got one? It everything should fall apart tomorrow, you are going to need that Plan B.

Stepping Out of that Comfort Zone by @wendykrichards

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Stepping Out of that Comfort Zone

by Wendy Richards-Edwardson

Clarke is his name and, like the most interesting man in the world, he has the most enviable job in the world. I recently attended a meeting of independent travel advisors where Clarke, our guest speaker, was introducing us to a collection of boutique hotels he represents. His “job” is to visit all these little luxury hotels, learn about their owners and staff, the communities, environment, history, and everything else which inspired these repurposed properties to become hotels and lodges. Clarke is expected to experience firsthand the accommodation, Michelin starred cuisine, spas, hot springs, and interview and film those who work and live at the properties. He then turns around and, at the expense of this little consortium of hotels, travels to agencies all over North America to encourage agents and consultants to book clients into these gems.

That’s it. That’s Clarke’s job. So at this point you may be asking where the line forms to apply for a job like this. I was thinking the same thing. It wouldn’t be too difficult for me to force down Michelin prepared meals.

While I sat mesmerized as Clarke spoke about the people who owned and operated these little hotels, I began to realize how small my world was. He described the owners as retired Swiss bankers, architects, artists, winemakers, and a great many former corporate businesspeople who had decided long ago that this was their future when money and time allowed them to follow their passion and become entrepreneurs on their own terms.

So just how do you meet and become one of these people? If you weren’t lucky enough to be born rich or titled, the secret is to get out of your comfort zone. You need to choose to go to school in Europe and choose to follow careers in major centres such as New York, Los Angeles, Paris, London, or Rio de Janeiro.

Having missed my chance was not due to laziness but through sheer ignorance and fear of the unknown. I had been raised, as many women of my age were (over 55), to be protected and kept close. I don’t blame my parents: it was the culture of the day. My artist mother could only dream of such things and my father, having served in WWII, wanted to keep his daughters safe.

As parents, it is natural to want to keep children wrapped in a cocoon of security. However, you may be inadvertently handicapping them. May I offer a suggestion? If opportunity should present itself, send them to school overseas or put them into exchange programs. If you have to relocate for a period of time to another country, take them with you and, above all, encourage them to take that job in Geneva. This is where they will meet or become the people who will shape the world and create the most interesting things ever conceived by man or woman. These are the people who have the power to conserve nature or build futuristic airports.

Be brave! And I’m not talking to your children. I’m talking to you. Have the courage to let them go and explore outside their comfort zone. Send them off prepared but let them discover a world of diverse cultures, artistic opportunities, business and finance. No matter what your children want to become, knowing how the world of money works is essential to success. You will be creating knowledgeable, compassionate human beings and future world leaders. It just may be that someday they too will own a luxury lodge and you will get those enviable family rates.

Entrepreneurship After 50: Courage or Insanity? by @wendykrichards

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If you want someone to hire you after your 50th birthday, you may need look no further than the reflection in the mirror.

The smile on my face was beginning to head south and I knew it was time to make a run for the door. I was attending a luncheon with a large group of women 50+ whose lighthearted conversation was totally out of my comfort zone. About to make my excuses, someone finally asked a question that caught my attention and deserved an honest answer. Sitting back down and rubbing my hands together to dive into an interesting debate, I was in the mood to be the nay in a room full of yeas.

The Question

I decided raising my family was more important than a career. So I temporarily put my plans on hold until the kids were old enough to fend for themselves. Is it too late to go back to school, complete my education and apply for work?

This woman did what many of our generation were told we were supposed to do. Her question was relevant and to be taken seriously. Unfortunately, what she received were platitudes.

Of course! You’re never too old to educate yourself or start a new career. What a great idea!

The Bad News – Ageism

I decided to play the devil’s advocate and tell this woman the truth. No, it was not a good idea. Not if that education was in order to get hired. Face it lady, you are too old. Take a look around at job sites such as Indeed, Glassdoor and Workopolis and sift through jobs for older workers. It shouldn’t take long to find that Walmart greeter position.

Age discrimination is alive and well in North America. No one is going to hire you. You will hear excuses such as: you are over-qualified, you’re not a good fit, we’ll get back to you. Hilarious – they won’t. Take a look on LinkedIn for photos of “meet our new team”. How many faces do you see over 45 besides the owner?

What those HR recruiting algorithms are telling you is that you are over the hill and too much money. They are looking for two 20-somethings at half your expected salary.

The Good News – Why are You Applying for Jobs to Make Someone Else Rich?

Are you feeling brave? Have you considered taking all that life experience and work ethic and employing yourself? If so, consider joining the club of crazy entrepreneurs! At your age, you probably have a pretty good idea of what you want to do (baker, home stager, barber, dog trainer) and willingness to pore yourself into your passion.

“You are never too old to set another goal or to dream a new dream.” ~ C.S. Lewis

I’m a Late Bloomer. Until I was in my 50s, I worked at jobs I had no passion for but paid well enough to raise my kids. When the time came for them to fly the coop, I did too. I disengaged my life’s autopilot and decided it was time. There was no shortage of well-meaning friends telling me I might be a touch too old as they looked forward to retirement in warm places. What they didn’t know is I’d spent all my money raising kids and didn’t have two cents to rub together. So ignoring their kind advice, I formed a plan.

“…Two roads diverged in a wood, and I—

I took the one less traveled by,

And that has made all the difference.”

~ Robert Frost

With one credit card to my name, I borrowed money to go back to school to become certified in tourism, took every available free and not so free on-line course, researched destinations, tours, hotels and suppliers, and reached out to anyone who could help me get into the business. I attended networking events, spent my own money to travel to trade shows, and read industry magazines on the bus to and from work.

There were days I thought I was out of my mind. So I would ask myself this question: If I don’t do this, what were my options?

  1. I live no better than I am today, keep buying lottery tickets and eventually die.
  2. I keep going and see if I can create some magic. What did I have to lose?

Fast forward 10 years and I now consider myself pretty successful as an independent  Virtuoso luxury travel consultant. Over time, I narrowed down my niche and love what I do. I also find time to write articles, blogs and get started on my book. But more importantly, I work for and love my boss – me, myself and I. The sounds emanating from my home office consist of chirping birds in the tree outside my open window. What a life!

The Bottom Line

I recommend you start by reading Jane Park’s insightful article published in Forbes.com Are Entrepreneurs Really the Happiest People on Earth? It might help you decide if you’re up to the task.

So how much do you really want success after 50? It can take a year or 10 before things click. Being an entrepreneur is not for the faint of heart. Be careful – you are about to find out the stuff you are made of. For me, I learned more under pressure about courage, people, business and what I am capable of. My life is still an adventure in progress but it sure beats busting my butt making someone else rich.