Dear TA’s,

During the time that I had my tour company, I placed a small mirror next to each salesperson’s phone that said: “What you see is what they hear!”  It was a reminder to each one of them to smile and keep a positive attitude, so the client would hear it, feel their excitement, and buy the tour package.

I believe this is still true, but I want to add some important factors to this same mirror. Something I strongly believe is a great tool – both now and then, especially for hard working travel agents/advisors. I honestly call it the Magic Mirror!

Place a good-sized mirror next to where you answer the phone and use your computer/laptop. While working on a booking or in contact with a client or prospective one, check your facial expression (like a selfie!) If you notice you are frowning, or if your guts are bothering you and you can see it on your face, STOP!

If you are on a call, tell your client that a phone call is coming through and you need to call him/her back. If you’re writing an email, just stop. Take few deep breaths and walk around a bit. First, check where in your body you are feeling uncomfortable (most of the time it is in your guts or your heart is pounding too fast.) Think about what was said that made you uncomfortable, and then ask yourself why.

Many times, a client can get under your skin for one reason or another or push a button that you never expected.

Remember that always, you are the expert, you are in control.

Like a doctor, you can give the right “medication” to the patient, but not the other way around. Many times, the client (patient) wants to take charge and show the TA (doctor) what a control freak they can be. DON’T ALLOW THEM TO!

Most importantly, don’t ever let them make you doubt yourself, or all your knowledge and experience.

Use that Magic Mirror and keep yourself in check!

Cheering for you!

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Dear TA’s,

A prospective client comes in or calls for information about a trip. During the interview, a lot of information is exchanged. From the answers given by this prospective client, a sketch of the itinerary begins to form in the TA’s mind. My question to you, which is a very important point, what kind of itinerary is being formed? Something that looks more like the TA’s idea, or the prospective client’s dream? Or is it a mixture of both?

Let’s think about that. The TA’s mind begins to form all the details for this itinerary using the requests and budget of the client. So, the location, hotel, excursions and all other details “belong” in the TA’s mind. But what if the client’s budget and requests are different from TA’s personal preferences and beliefs? What will this itinerary look like? How much influence should the TA have over the client’s wishes? Is the TA’s job to give their advice or their own experiences when creating this itinerary?

I have some examples to clarify this example. A prospective client wants to go to Venice, Italy and would love to stay at the JW Marriott. As a TA, should you create this itinerary using the client’s choice of hotel, or inform the client that the hotel is across the island and every time they want to go to Venice Island they will need to get the ferry?

Another example is a prospective client who wants to visit Cusco and Machu Picchu in December. There’s a big chance that they’ll be there during the rainy season, and not be able to enjoy one of the 7 Wonders of the World. Is it the TA’s job/obligation to disclose that possibility?

Another point to consider is how much of this type of information will the TA be aware of if he/she is not an expert on those destinations.

I guess I’ve brought up some interesting questions: is the client always right in his/her wishes? How much information is the responsibility of the TA to share?

Cheers to all knowledgeable TA’s!

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Dear TA’s,

Since 2020, when people began to travel again, we have seen an increase in the number of travelers who are choosing to book through travel agents/advisors rather than shopping for their trips solely online.

That is great news for our industry, when before, some professionals were even thinking that travel agents might become obsolete.

But unfortunately, in general, most people don’t change their behavior. Those who like to “shop around” will continue to do so. This time, they will go from travel agent to travel agent, making agents work hard to plan an itinerary or get pricing from a vendor, while continuing to consult other agents until “the price is right!” How can you distinguish the “good” shoppers or prospective clients from the “bad” ones?

For those who don’t know me very well, I don’t work as a travel agent, but I am glad to refer friends, family and even not-so-great friends to travel agents who I mentor, and to those who I know the way they work. Until now, I have had no problems doing this. But I, like anyone else, can guarantee that every once in a while, I am totally surprised that I have sent along a “shopper” instead a real prospective client. I must confess that I am not only surprised but embarrassed as well.

My strong advice to all TA’s is to charge a service fee! Many agents have already been doing this for years, but others are still unsure about it. To those who are afraid of losing business by charging a fee, I suggest that you:

A) Create a service fee and if/when a trip is booked, reduce or waive it at your own discretion

B)  Create some “pre-packaged itineraries” where there isn’t as much customization, so the actual time you’re “giving” is less. That way, you won’t feel taken advantage of if you get a shopper instead of a booking.

The travel industry is changing to make things even better for TA’s who know how to manage their time and business. Don’t get caught giving too much to the ones who are takers. You are a professional and deserve to be rewarded as one!

Always cheering for you!



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Luxury cruises are changing and are catering to more cruisers who want to travel in a more purposeful way.  These days, luxury cruise passengers are just as interested in getting access to unique and transformational experiences as they are about being pampered.

Travelers now want to travel far away, but they want travel with intent and purpose. They want to return home changed in some way.  They want to enjoy a deep connection with the destinations that they visit.

There has been significant growth in the demand for upscale “expedition” type cruises that travel to more remote parts of the world such as Antarctica and the Arctic.  Cruise lines are adding more ships that offer passengers meaningful exploration opportunities in addition to an upscale cruise experience.

Luxury cruises have now become a journey of exploration and discovery.  By participating in these meaningful experiences, passengers get to know themselves and those around them even more. Cruisers now have the opportunity to see their chosen destinations more slowly and deeply than in the past.

Over the past 10 years or so, cruise lines have changing their itineraries to cater to these types of passengers. Rather than focusing on panoramic sightseeing tours, they are developing experiences that enable passengers to mix and mingle with locals and do things that locals do. Such experiences might include a food tour through a destination that involves tasting local foods, wine and beer with a local chef. These types of opportunities offer passengers memorable experiences that they can go back home and share with their friends and family.

With that said, luxury travelers still want and expect the creature comforts for which luxury travel has become known. Luxury cruise passengers can now expect meaningful and moving experiences combined with all the amenities that they have come to expect, such as outstanding food, service and accommodation.

Bon Voyage!

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