This document summarizes an issue of a magazine for travel trade professionals. It provides tips and strategies for travel agents to plan their business for the upcoming year, including focusing on time-based promotions and creating contingency plans. It also discusses the importance of taking time to plan and considers strategies for smaller agencies to survive in the current industry landscape.

1. THE HOW-TO MAGAZINE FOR TRAVEL TRADE PROFESSIONALS
DECEMBER 2014

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.
7
ARE YOU ON THE LIST?
8
“I NEED MORE!”
10
ENDANGERED SPECIES – Jill Wykes
12
TAKING TIME OUT, TO TIME OUT
14
2015: PLANNING TIME TO PLAN
19
MARKETING WITH TIME LAPSE VIDEOS
20
TIME WELL SPENT
22
SELLING TIMELESS PLACES
24
THE ART OF TIMELESSNESS
26
TIME TRAVEL – Steve Gillick
29
TIS THE SEASON FOR SAVINGS AND SUCCESS
30
HOROLOGY TOURS
32
AD AND PROMO IDEAS
33
YOUR 2015 DIGITAL GIFT GUIDE
34
DREAM TIME SELLING
36
RAMBLING WITH DALTON – Anthony Dalton
39
THE IPHONEOGRAPHY PAGE
40
PHOTO GADGETS
41
READ MORE ME HERE
43
I DO WEDDING PRINTING
Please note that Selling Travel, owned and published by SMP Training Co, is not connected in any way to Selling Travel magazine published by BMI Publishing Ltd., and based in the UK. The latter publication focuses entirely on destination and travel/tourism product training and is circulated solely to the UK and Ireland travel industries. To benefit from this resource visit www.sellingtravel.co.uk and be sure to subscribe.
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. The WILL to
TIME IS THE ISSUE…
You know as well as I do that time is the one thing everyone is losing and can never regain. Time is always there, ticking away and for many that is one helluva challenge. So many things to do – so little time. So many countries to see – so little time. Time is the issue and it makes for a terrific sales platform too.
The way you use time to sell more travel is slightly challenging as it means you will be reminding your clients that life is short and death is long. For instance the Oberammergau is an event that comes around every ten years, the next passion play is due for 2020. Some of your clients would dearly love to attend, but sadly won’t make it. Time is the issue.
It’s the same with your business. There is now and there is then and also tomorrow and then you have to sleep those glorious eight hours in between night and day… time is so short for you, me and everyone else too. For 2015, take time and make time to sell time based promotions featuring ‘that trip you always wanted to take.” Tie all this into the dream trip that everyone has at the back of their mind should they ever win the lottery.
And so to you my reader… planning is very, very important and if you do not know where you are going, or sending your clients, both you and they will end up someplace else! See you inside…
Here’s to your continued success in SELLING TRAVEL.
Best regards.
Steve Crowhurst, CTC, CTM Hon.
steve@sellingtravel.net
www.sellingtravel.net
The How-To Magazine for Travel Trade Professionals
Click on the store icon to opt-in.
Steve Crowhurst, Publisher
In this issue we start a series of articles called Rambling With Dalton, written by author, adventurer, speaker Anthony Dalton.
Steve Gillick is back after travelling far and wide, with his always eloquent and insightful points of view gathered during his travels.

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9. Well that ain’t gonna happen! There is no more. You only get what you get, but you don’t know what that is until it has run out!
That is the sad but true story of any living creature – BUT there is a light at the end of the tunnel in more ways than one. Where’s that book, A Thousand Places To See Before You Die? Do you have a copy? Hope so as it is the focus for your 2015, time based See It Now, promotions.
There are other books similar to A Thousand Places To See Before You Die and those smart publishing companies have come up with 1,000 Paintings, and 300 Museums and then there is music and events and on it goes. All the time reminding us that there is so much to see and do in this world and we’ll just run out of time to experience it all.
So enough of the out of time statements, let’s focus on turning this challenge we all face into real time promotions that will attract your clients to double their efforts to see what they want to see, visit their friends around the world and eventually check off every box on their bucket list and hopefully that includes their dream trip.
Notice that very nice statement on the cover of the 1,000 Places’ book: A Traveler’s Life List. Now that is good. The phrase ‘bucket list’ has been done to death, although you can still use it to push your promotions – the Life List is excellent.
Some travel agencies have followed my previous writings and created their own places to see before you die, and the locations are based on what you and your agency team favour the most and recommend. In some cases the travel agent arranges trips and tours to escort their clients to these must-see destinations. When the president of the agency escorts a tour, the client is usually impressed enough to join the group.
So what’s your personal to agency team “Life List” that you have seen and wish to share - or have not seen and would like to encourage a group to visit? Start there and then plan your promotional strategy. 

10. IS THE SMALLER TRAVEL AGENCY AN
ENDANGERED SPECIES?
Much has been written about the survival of the smaller, independent travel agency in today’s environment. The industry has seen lots of consolidation over the past decade or two. First the tour operators started buying travel agencies, followed by larger travel agencies buying lots of smaller ones. Yet there are still plenty of small to mid-sized agencies out there. So how do they survive?
There are a few strategies for survival in an industry populated with vertically integrated giants, OTAs and huge retail conglomerates. One of them is to get out from under the crippling costs and workload of operating your own business.
These hard working independent agencies are subject to most of the hard costs that the much larger agencies face. So it is no wonder that many agency owners have just given up and sold when they got the chance.
Selling is not your only option…
But there is an alternative to selling out. Much in the same way that home based agents rely on their host agency to take care of the many costs associated with running a business, now smaller agencies are realizing that they too can take advantage of a similar program supporting small to mid-size agencies.
Imagine no longer having to pay your own registration fees & association fees, your own errors & omissions insurance costs, your telephone system costs, your accounting costs, your website. Add this up in dollars and you’ll find it is a substantial amount annually.
And imagine the time you’d save if you didn’t have to attend to all the administration time devoted to all of those activities. And think of all the time you’d then have to focus on selling travel. And meanwhile you can retain your agency’s identity if you choose to.
As well, you become part of a community of agents so that when you need support, advice or information, you’ve got it.
Most of us work in travel because we love it. There are solutions for staying in this industry we love and escaping some of the onerous costs and tasks that come with running your own business. Be sure to look at all options for survival.
By Jill Wykes
Brought to you by The Travel Agent Next Door

11. There’s a new sales theme called The Book is the NEW Business Card and if you are a writer then this eGuide will help you get your publication marketed and hopefully sold. I have partnered with author Anthony Dalton on this Guide as I work with Anthony to help market his 14 books, which means every idea in this publication we actually do.
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12. That is the focus of your next promotion. The idea is to hit the consumer where their need is great and that usually means escaping from work for a while and stepping aside from all the hassles that go with “life” in general. For a couple of weeks they can forget their commitments, troubles and hassles and chill out thanks to your reminder.

13. Taking time out has many connotations and will mean different things to different clients. So always a good thing to add to your client profiling system is the additional question of: “What do you prefer to do when taking time out?” Or, “What does taking time out mean to you?”
Add that knowledge to your files and you’ll be better able to target your promotion. That said you can always deliver an across the board time out event and let the client come to you to book their escape as they see it and want it.
Timeless Travel
What you are trying to do here is attract your clients to escape from the rigors of their specific lives and head to calmer places. You’ll be looking for places that are ‘time less’ and also not usually running according to the usual clocks, or, they run according to a different clock.
If your clients truly want to escape, they might want to book into a monastery in Japan, Scotland, Europe… and just be allowed to focus inwards. That 4 a.m. bell and call to prayer and meditation is not the same as that 6 a.m. alarm call to get up and go to work.
Spa Time
Oh yes. Now you’re selling with aromatic suave. Who wouldn’t want to escape life for a week or two and be pampered beyond expectations? Yes even the guys are getting into the idea of heading to the spa to take time out and refresh.
There’s a spa for everyone and you can find them everywhere. So it’s a matter of finding out your client’s preferred destination, island, food and matching the spa to suit these travel tastes.
Your promotion must focus in on the statement of Taking Time to Travel. You can exchange the word ‘travel’ for relaxing, chillin’ out, winding down and any other word or phrase that would attract your clients. Even retirees need to slow down and chill out – many need to escape the same ole thing, day in, day out. This time out promotion then can speak to everyone on your list.
Try to use good looking graphics and send them out in your email blasts to your entire list and then when and where you have the personalized data you can send specific ad content to those clients you have detailed information on. Now it’s personalized.
Some of your clients will “chill out” playing golf, others will prefer a resort, and others will want to just go shopping. Over and above what your clients want and need as they see it, you might want to come up with your own TIME OUT VACATION program and introduce your clients to that Japanese monastery, or a spa hidden away in the Caribbean or a villa tucked away on a Greek island. Perhaps even a crewed yacht to just wander a patch of ocean for a week.
It’s your call as always. There might be a niche waiting for you to bring to life and generate a new format for relaxing. Take your own time out to think on this and plan. 

14. Here’s your mission to end 2014. Got to take the time: planning time to plan the plan! Scary I know when who knows what will transpire in 2015. All we can do is forge ahead and create what we feel will happen given our selling history, client’s needs and wants and then keeping an eye on the world stage, adapt. Keeping the business running and finding time to plan your plan does not come easy. Something has to give and might be an evening or two or three, perhaps a weekend away from the family. Hard to say. Fact is however, this time must be allocated in order to do what you want to do and achieve in 2015.
That old route map of getting from A to B is always there, waiting for an answer. In about 30 days or so, the big hand will tick over into the New Year and then all something breaks loose. Perhaps you have already made your notes, made some plans and just need to tweak them and finalize them to be ready for Monday, January 5th, 2015, the start of the first work week of the New Year – see, you have a couple of days to chill, too!

15. Planning for growth in 2015 means taking a hard look at world events, something we always do in our planning workshops. We know of the tragedies in 2014 both natural and man-made.
We know of civil wars, and perhaps larger scale wars that could burst onto the scene and we know about the fundamentalists at home and abroad bent on disrupting anything we now take for granted. That plus the CNN review of Jihadists taking a cruise ship to their port of call is not going to go away and you can bet your crystal ball that the mass media will do what they can to break into that story should the slightest event come to their attention.
To be forewarned etc., and to be well informed will save the day. This planning date will also require you to create a what-if plan, a disaster recovery plan, and a plan that will keep you selling and profiting as and when and if your main niche market goes sideways. Okay, let’s get busy on planning the plan for 2015 and get you and your agency from A to B with some coin jingling in your jeans.
If You Fail To Plan
You Have No Plan!
- Ima Brokke
Planning For More Than Profit
If you are reading the trade magazines and newspapers then you’ll be up on some of the challenges that travel agents like yourself have pitched to their colleagues in various meetings around the country.
As always it seems the Internet is still something to wrestle with, as is whether or not to charge fees and then how to sell to the up and coming generations who apparently do not think or act like Baby Boomers.
Your DRP
This is your first step in planning for 2015. Your DRP or Disaster Recovery Plan should be your number one focus and then once that is done you can focus on making money.
Your DRP comes into play as and when the worst what-if scenario happens. This challenge to your business continuation could be weather, could be war, could be anything that stops, prevents you from selling your niche market, your usual destinations and so on. It’s up to you to decide what, if anything, might cause this to happen. Once you have identified the potential challenge you then construct and plan your DRP to overcome the event.
Of course, some events happen with no advance warning at all. In this case it is a matter of ‘expecting the unexpected’ and to overcome whatever event transpires, means you can switch to selling a different destination in a heartbeat, if you have to.
The core of any DRP is that your client list is protected somewhere. Your computer is backed up every minute of the day into a separate hard drive from your computer and also backed up on line. No matter what happens you can always retrieve your files.
You can round out this data protection step by purchasing a 258GB flash drive and storing your most important files on it and attach it to your key ring.
Your Success Plan
Let’s assume you have analyzed the potential threats to your business continuation and you are happy with what

16. you have planned. Now you can work on your success plan which means answering these standard questions:
How will you sell more travel this year?
How will you sell more profitable, higher earning travel this year?
How will you gain more clients this year?
From this point on, your success is down to how well you can market yourself and your product offers. You may be selling what a supplier offers the market or you may be creating your own tours based on your niche market and special interest travel options.
When selling supplier based trips you are one of many selling the same thing. If you are creating your own tours then there is only you and with little to no competition.
Check The Tech’
Your website is your number one window on the world and this is a good place to start when planning your success plan. Your website just has to be 100% functional and exciting and attract people to it who will mention it to their friends.
If you operate from a street front retail agency then your agency window and website should emulate each other. In other words, what a prospect sees in your agency window, they should see on your website and vice-versa.
The Internet is where pretty much everyone now shops to check out their purchases before they buy them. Yes, even Baby Boomers both young and old. Gen X and Y definitely use the Internet. There is no escape. It is not going away and therefore must be factored into your success plan.
The quality of your website falls into the category of where the travelling consumer will go to review exciting places to visit. Your website could be THE place where everyone goes to check. Or not.
Charging Fees
Regardless of your thoughts about whether or not your knowledge is worth charging for, or your services worthy of a few bucks (!) you should always plan to have a fee schedule so that you can refer to it when you need to.
You may be of the mindset not to charge fees. However there is always that moment when what the client is requesting is way over the top, time consuming and with little to no commission at the end of the day. This is when you need a fee schedule and can then introduce it into the conversation.
Charging fees generally means you have something worth paying for. Not too many consumers will want to pay fees for lousy service or when a counsellor reads the brochure across the desk. Fees are most certainly there for the professional travel agent to charge and in some cases such a fee starts at $100 and goes all the way up to $650 for the initial consultation. This rate and its implication is not for the new agent or faint of heart.
Selling Service
Nothing has changed in a thousand years. Selling is selling. Service is service. Do not get tied up with the latest jargon and the fluff that is often bantered about in the trade.
You must stay in touch with your clients, keep them advised and apprised of what’s

17. going on related to the type of travel they enjoy. That’s standard procedure. The avenues through which you do this now range from a telephone call to an email to an invitation to a special event, to social media and more. Yes, you have more ways to stay in touch than ever before. Select the best for your plan and work the plan.
Being well informed is part of your service offering. You just simply have to know what’s going on worldwide in general and then as related to the type of travel you sell. To stay informed you subscribe to leading newspapers, website RSS and read. Your morning coffee is spent catching up on world events so that by 8:30 a.m. you are good to go and in the know!
Your customer profiles should now list their preferred search engine, the type of computer they own and use, their ability in using apps, smartphone efficiency re texting etc. The message here is to understand the techno – digital side of your clients as that’s how you will be marketing to them, servicing them and assisting them now and in the future. If they cannot operate their smart phone to receive your messages then you’ll need to teach them how.
Teaching Your Client
It’s worth the time to teach your clients how to work with you and how to do business with you and that does mean helping them understand their own technology. You need them to be expert at this for your own good.
When a client is ‘expert’ at using their technology then you can warn them of impending danger, a switch in airlines, send them a coupon, an app, a photograph… the location of a doctor.
Part of your plan for success then includes the element where YOU become an expert in all things digital as related to travel. In this way you can conduct mobile marketing and also advise and assist your clients with selecting and using the best travel apps.
This by the way is a pending niche market that you can charge fees for. Rent a room, post an ad, and sell seats for $99. Spend the next 6 hours educating your clients with hands-on activities where they download the apps you suggest and then learn to use them there and then. The most important of all apps is the SOS app. There are a few – some are free and others a few dollars. The ones you pay for offer a more robust system of worldwide first responders.
These apps and how to use them should also be part of your education and will be useful to you should you ever need SOS help during your own travels.
Planning Your 2015 Sales
We’ve arrived at the money making section. How much will you sell in 2015? How much do you wish to take home? You will need a number and a number that is doable.
As you well know, you start each year at zero. There is nothing written that says last year’s sales will repeat this year. Some clients will not be travelling this year, weather conditions will change and the sun will shine earlier and hotter than before. Seasons will move. New ships will be on the market, new tour product and new air routes, too. You’ll be starting with a few bookings made in 2014 with travel to commence in 2015. That’s good. So you’ll plot those out on your graph and total the columns to determine when the revenue dollars are coming in.
Now you can see the gaps and the months that need filling.

18. Plan on earning $5,000 a month, in your jeans and then gross up that commission revenue into a sale amount and then divide that amount by your average sale and right before you will be the number of bookings you’ll need to close to pay you that $5,000 each month. You can also divide $60,000 by your average commission.
$60,000 year ÷ $150 average commission
= 400 bookings or 8 bookings per week.
$60,000 year ÷ $250 average commission
= 200 bookings or 4 bookings per week.
So there’s your success plan. Generate 4 bookings a week at roughly $2,500 each and at 10% commission to you then you could be making that $5,000 a month. Now you need to plan your promotion schedule so that you are promoting on the left side of the curve – when the demand is out there, not on the right side of the curve when most seats are sold.
Do not forget to plan your social media posts and then follow those up by boosting each post for a few dollars. For let’s say $20 – for that you can reach another few thousand people and some of them will forward your post to their friends. A viral post is the most desirable outcome.
Over to you. Start your A to B plan now and be ready for Monday January 5th 2015. 
If you don’t know where you’re going,
you’ll end up someplace else!

19. The Time Lapse function found on many smartphones and tablets offers you one more unique way to capture your travels and scenes along the way and then condense them into a few seconds to a minute or two of action oriented and engaging video footage. If you have not yet used this function on your mobile device, it’s time to do so.
If you are not sure what to shoot on a time lapse video here’s a few ideas.
1. You can tip the camera angle to face the floor in an airport and capture all those feet and wheeled luggage going to and fro.
2. Next you can set up your camera by the beach to capture that ongoing and changing scene.
3. Staying on the beach, capture the ebb and flow of the tide and the waves.
4. From the mountain top, capture the sunset or sunrise.
5. From anywhere, capture the clouds moving across the sky.
The positioning of your camera is key to the final outcome of your time lapse video. You’ll want to for instance shoot the sky with just the tips of the roofs showing – in this way the roof tops anchor the sky, clouds, sunset etc., and add perspective. Anchor the sunsets and sunrises to the ocean’s horizon and for the airport shots keep something constant in the shot.
When you keep something constant in the shot such as a building, a tree, a bench it adds a solid object around which the action is taking place. Make part of your time lapse kit a small but sturdy tripod.
This video has received 3,592,713 views and wouldn’t it be nice if this video was yours! Imagine three million prospects eyeing your journey. This video runs for 4.49 minutes and that’s a tad too long for your marketing needs. You would trim your video to 2 minutes and you do this because you want to tease your clients into calling you. Give them a taste for more.
Access more time lapse videos on YouTube and make a quick study of what you like, and what attracts you to watch. You can edit and add words, phrases and music in Windows Live Movie Maker. Try it.  MARKETING WITH

20. Oh what a feeling that is. To pack up work and head for the door and know that you will not be back for two, perhaps three weeks. Nice. Heading to the beach to relax or to the mountains to climb or heading down the highway to just get lost. It’s all about the freedom of hitting the road, hitting the skies… the ocean… just putting some serious time into not being so serious.
It’s worth putting yourself in your client’s shoes to understand their joy of leaving the office on that day prior to their trip. This simulation exercise also helps you realize that your client is wanting to get value for money and have their time well spent. One way to help them do all of that is to start promoting educational trips where the client learns something onsite and first hand. The experiential ideas range from art to cooking to climbing to writing to religion and all the way to zoology. If you can embed your own travel likes then so much the better. Now you can sell an educational tour that you will either lead or participate in along with your clients.
Let’s explore.

21. Here’s a couple of companies that serve up educational tours and at prices that are affordable for most of your clients who desire such “time well spent” travel opportunities. Subscribe to their newsletter and download their brochure-catalogue to explore. The typical commission to travel agents ranges from 8% to 10% - so best you inquire directly. There is always the opportunity of generating your own group of 24 pax and negotiating a better return for yourself.
It might be possible for you to chat with your preferred suppliers and have their group department create a bespoke tour just for you and your clients.
Some suppliers will produce your tour content on spec’ and others will want you to have the group developed and ready to pay and go. You’ll need to negotiate once again, how you wish this arrangement to play out.
If you have a personal special interest in any one destination, culture, type of travel then build the departure around yourself and look for like-minded people amongst your client list and market externally too, to attract new members to your tour.
Use the heading Time Well Spent so that your tour members know that this trip is going to be worthwhile, worth the money and the time invested.
If you are not a great tour leader, or expert on the topic or destination you love, that’s okay. You can hire in an expert anytime.
Search at local universities, place an ad locally and see who responds. You can read over the profiles of the experts listed on the Smithsonian and NG site to get an idea of who you should invite to lead your tour.
The knowledge and expertise they can share with your tour group falls into the term Time Well Spent. You’ll be wanting someone who is energetic and certainly well prepared to deliver their best.
Using one of the free survey tools you might want to survey your current client list as to what the words Time Well Spent mean to them. Based on the returns you’ll know what to add in or remove from your tour and also I am sure you will gain a few more marketing statements you can use to attract the people that sent them to you!
Over to you. Take the time to plan your specific groups and be sure you do communicate the value in your marketing.
Where to next? 

22. Now there is a word you can use in your marketing: Timeless. A definition would be “not affected by the passage of time, changes or fashion… additional wording to ponder would be: lasting, enduring, classic, ageless, perennial, unchanging, eternal… and there you have it. All you need to start marketing the timeless places you know and love. Or, for that matter you can ask your clients about the timeless places they’ve seen or read about and would like to visit again or for the first time.
As it happens I no longer wear a watch. There are enough clocks of a sort wherever you go and then you can always refer to your mobile device, computer screen, TV screen, the radio and the person sitting next to you.
When you think about a timeless place, hurrying doesn’t seem to connect to it does it. Visiting a timeless place would generally invoke thoughts of staying put, to slowly take it all in. Spending valuable time slowly and casually. Sitting and watching and pondering as time drifts by along with the scene before your eyes.
I recall sitting at sidewalk cafes in Sarajevo and Prague just letting people and time pass me by as I sipped away. Not only was the scene timeless, I was in a state where time slowed down. No rush.
Now think about those timeless scenes and unhurried moments you yourself have experienced.
These are not experiences gained from a 7 day tour of 27 countries. No, these are your experiences that still resonate with you and always come to mind when you chat with your clients about places to visit.
When it comes to marketing timeless places you can look for old watercolour paintings, or sepia toned images. If you have your own photograph of your timeless location then you can quite easily change the image to suit either the watercolour or sepia effect. Add your text to the image and post it.
On the page opposite I have used one of my own images, applied a watercolour effect within the Word program (insert image into your page, right click and select Format Picture and then select Artistic Effects). With my timeless image now changed to suit, I can add my marketing slogans, call to action statements and my contact details. Check to see which of your images lend themselves to being timeless and then go for it. 

24. Timeless and timelessness are concepts that artists know about and unconsciously practice as they immerse themselves in their art form. This mental state is known as “flow” and has been well documented by author Mihaly Csikszentmihalyi in his book Flow: The Psychology of Optimal Experience.
In essence, flow means to be so involved in what you are doing, that time does not exist, worries do not exist, over drafts do not exist… there is only now and being focused on what you are doing at this moment.
You would know this feeling, when at the end of the day, you realize that the day just zipped past. You sold more than you ever have. All the digital paperwork was done without any mistakes and guess what? You have more energy left over than you usually do. You are buzzed beyond drugs! You were in the zone. Your experience was optimal.
Now let’s explore how you can work with a local artisan and flow together towards a new flood of business for both parties.
Chances are the artisan you meet somehow connects to the timeless places you sell or would like to sell.
You are looking for an artist whose art form lends itself to that specific destination you have built a niche market around – and for this article I’ll focus on Japan for reasons that Japan was my first true love and I have just met an artisan by the name of David Friesen owner-operator of Island Blacksmith whose art form is a direct connect to Japan.
Working with a local artisan like David you can expose their work to your client base and where time and space come together you might even be able to arrange an open house of the artist’s work before you and your tour group head off to, in this case, Japan.
Finding an artisan who produces timeless works of art that connect to the timeless place you have in mind can be a match made in heaven, or the furnace, or the studio or the forest. It’s truly a matter of focussing on the end result and not the time involved in bringing it all together.
As a travel professional you too have your own art form to be proud of and by connecting with another artist both of you will grow and prosper in time. 
If you have the time to check out David’s website and let your
contacts know of his work it would be greatly appreciated.

26. “Now the thing about time is that time isn’t really real.
It’s just your point of view…”
The Secret of Life, James Taylor
STEVE GILLICK

27. I was young, the movie was restricted to adults over the age of 18, but somehow I got in to see Easy Rider back in 1969. The beginning of the movie saw Peter Fonda and Dennis Hopper score a drug deal. They hid the hundred dollar bills inside plastic tubing which was stored inside the gas tank of one of the motorcycles. Then, in a gesture of profound symbolism, Fonda threw away his watch; they got on their bikes and rode off on their journey to discover America.
Well I did the exact same thing...sort of, minus the drugs. There I was in Luxor. The ancient burial place of the Egyptian Pharaohs. The Valley of the Kings. Karnak Temple. The timeless resting place of a lost civilization. As we waited for our ferry to cross the Nile, I noticed that the $2.00 wristwatch that my travel companion had bought me at K-Mart in Toronto had stopped working. With exaggerated symbolism; with the tombs of the pharaohs as my witness; with the obelisk of Queen Hatshepsut as the historic recorder of my actions, I threw away my watch and declared I would never wear one again.
I kept my word for about 4 years until the flight attendant on Swiss Air came around with those cute little Swatch watches and well, I just had to have one. I haven't been without a watch since.
But seriously, one thing I have discovered is that time is very artificial, superficial and subjective. Time is basically whatever the mind conceives it to be. If travellers bring their own pre-conceived version of ‘time’ with them, they risk falling into the mould of unreasonable expectations.
There are countries where the ‘time’ factor translates into a country-wide sense of humour. In Jamaica tourist T-shirts carry the expressions "No Problem", "Don't Worry", "Every little thing’s going to be alright" (from the Bob Marley song). In Kenya its "Hakuna Matata" made famous in the song from the movie The Lion King (But they really do say it in Kenya).
The idea is that North Americans are characterized as people who rush around, look at their watches, expect things to happen when they are scheduled to happen and get terribly upset if things don't happen ‘on time’. And in many so-called Third World countries, this is simply relegated to the category of aberrant behaviour. If the tour is scheduled to leave at 11:00 am and the bus shows up at 11:30 am, what's the problem? You are still going to have a tour. While this may be frustrating, it should be seen as a challenge to your ‘travel-ability’. Use this down-time productively. Write in your journal, read your book, study the language, catch a few winks, strike up a conversation, have your fourth coffee of the morning or amuse yourself by listening to everyone else complain.
And it’s ironic that in this day and age, people emphasize the ‘connection’ they wish to make with a destination as part of their reason for exploring the globe, but they don’t always include ‘time’ as a component. Connecting, in the true sense, means that the traveller strives to understand, empathize and participate in as many aspects of the destination as possible. It means that they indulge in that beautiful expression, “Terroir Tourism” which denotes a linkage between the traveller/visitor with the land, people, history, culture, music, food and natural environment (in other words, the components of the Terroir or Land on which the destination is base). Terroir Tourism means that you set aside North American expectations and ‘go with the flow”. This means that even if you are waiting for something that was scheduled, your time is not being wasted as much as your creativity is being challenged to use the time to further immerse yourself into the destination.

28. • In San Pedro de Atacama, Chile, we signed up for horseback riding in the desert. We were told that Oscar would arrive at 8:00 am with our horses. We waited. No Oscar. No Horses. Finally we walked into the desert ourselves, found some beautiful photo opportunities, discovered an ancient fort, met some other travellers and had a great time.
• The only way to reach Japan’s Ogasawara Islands is to take the ferry. If the ocean is calm, the trip takes 25 ½ hours— one way. For many, this is the biggest concern. What will we do for that length of time? In fact, our trip went by pretty quickly and enjoyably. We talked with other passengers, had a few meals in the cafeteria, wandered around the ship, took photos of the ships and the islands, slept, watched some television, read a book, had a beer and all of a sudden, we were there!
• On an adventure tour to Tunisia, we arrived at El Djem, the Roman Amphitheatre, only to find a note on the main entrance saying that it was closed for the day due to the filming of a television commercial. The group started muttering about the waste of time in travelling for so many hours to arrive ‘for nothing’ and what a rip-off it was, and why didn’t the tour company know about this in advance? In the midst of the muttering, I tried to open the door and…it was open! I walked inside. The guide asked what I was doing. I said “I’m going to visit El Djem” and I proceeded inside, with the group tagging along behind me. We sat in the front row of ancient seats, watching a group of men dressed as Roman Gladiators film the commercial. This was serendipitous enough but we also got an ‘up close and personal’ look at the amphitheatre and were able to scamper around on our own to discover all the nooks and crannies. A potential ‘waste of time’ turned into an amazing and memorable experience.
Remember that the time you feel is being wasted is all part of the experience of your exploration. Re-define time. Take it along with you as a companion. It certainly adds to the meaning of the expression, ‘I’ve got all the time in the world’. Emphasize your commitment to the proactive use of time. Add “time traveller” to your business card or calling card. If anything it will stimulate a conversation. You will at least know –and be reminded--that it means you travel with time in perspective. 
Time is on my side (Yes it is)
-Rolling Stones

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30. Are you watching all those antique shows on TV? If you are, you’ll be realizing that more people than we tend to realize collect everything that can be collected. One of those collectibles is the clock. The clock in all its many shapes and sizes. Watches too. The name applied to the collecting of clocks and watches is Horology which means you are now searching your client list for Horologists. See below - here’s what they collecting. Look at all those faces and there’s more as you know. Mantle clocks, grandfather clocks, wrist watches and pocket watches. To me, this is a niche market waiting for someone to wind up and spring into action.
It’s Time to Tour, so let’s explore…

31. Perhaps you like a nice timepiece too. You might even be a collector yourself. From adventure styled men’s watches to diamond encrusted women’s watches and pendants there is so much to collect under this banner of horology.
This niche is not restricted to seniors and professors and old people! Young people also enjoy collecting and many are tapped into the watch and clock collectable.
Collecting is one thing, knowing when you have picked up a prize for a few dollars and realize its value is in the thousands is another. It is this level of collector you can target in addition to the general collector just starting out.
There are national and local horology networks, clubs and associations so look for them in your area. Check in with your clients and ask the question as to who collects.
Many times your clients are not showing an interest until they read your ad and then think to themselves, how interesting that would be and suddenly you have switched them on to your new tour idea.
If you happen to have a watch and clock store in the area, pay the owner a visit and discuss how you might work together. You’ll want the owner to share his or her knowledge and advise your clients along the tour as to which watches are a worthwhile investment. Your new contact will do well from their name being advertised and included in your marketing. So it should be a win-win situation.
Hopefully, the watch store owner will also let his or her clients know about the tour and encourage them to join.
This Cartier poster is promoting a luxury exhibition of Cartier Time Art to be held in Shanghai. Now that is right on target for your hard core collectors and people who are interested in such events. Seeing this poster indicates that TIME and all its manifestations is of interest, albeit in this case to the luxury crowd.
You might decide to tour the clock towers of old world Europe, or any old world city. Here’s a place to start – list of clock towers.
After reviewing this list you will be able to map out a tour of your own country, region or area and from there around the world. Many clock towers date back centuries so this now becomes a historical tour, with sightseeing factored in and focused on the clock tower and its role in the lives of the people who lived with its vicinity.
Look for books like this one and study where the most famous clock museums are and include them in the tour. Okay, gotta go. My clock is ticking tea time! 

32. Here’s an oldie but goodie you can use to promote travel as a Christmas gift for a loved one, the parents, gran and gramps and the entire family. You might even add a one liner that suggests spending the holiday season away from home - someplace exotic or culturally more appealing.
Have specialty gift certificates designed for both hard copy and digital. Let your clients know you offer these gift certificates, vouchers, coupons or go plastic shaped like a Christmas gift box, if you want to add a little zip…
GIVE THE GIFT OF TRAVEL

33. This Selling Travel digital magazine you are reading COULD be your travel gift guide and to make that happen all you have to do is create your document, save it as a PDF and upload to your www.issuu.com account which happens to be free.
With your multi-page “Give The Gift of Travel” digital brochure, guide, magazine published you can then send the link out to every client on your mailing list, and advise them they are free to forward it to their friends. You want this to become a viral marketing campaign if at all possible.
The inside pages can be created by you, or you can download various pages from your supplier’s online brochures in PDF format and add them to your gift guide.
You may wish to add destination information and this you can copy, cut and paste directly from your preferred tourism board websites and their brochures.
Give yourself 3 days and you’ll have a ready to email gift guide and be able to post it online using the Issuu.com platform plus post it to your social media networks.
You’ll gain more viral traction if you offer one or two discounts, value ads or offer what your suppliers are offering. Cover off as many travel types as you can from cruising to touring to whatever your niche is. Always add a map of the world so that those reading your digital gift guide can see where they might be going… or dream about. Your gift guide can be 20 pages or 200 pages… it’s all digital so don’t hold back. Create the mother of all travel gift guides and not only send it to your clients, but also to the media. Get as much exposure as possible. 

35. Do you know the dreams that your clients have about their next trip? How about where they dream of going next? Or, that all-consuming life goal to travel to that far off distant land? If you have not yet started your dream trip list, now’s the time.
At various stages in a person’s life, depending on their age, they start to wonder about their life and what they have achieved so far and what they have accomplished for themselves.
Generations X and Y are still in the throes of working and building a career, raising a family and going through the inherent steps of living a day-to-day life as most everyone on the planet does. Others, those who walk to a different drummer are out there at some base camp doing what others only dream about and wishing they had broken free from the so-called rat race, or family pressure to travel far and wide.
So we’re dealing with early to late baby Boomers and some Generation X & Ys who have gotten the message early in life – and good on them.
Within your mailing list are those who go to bed at night and dream of the trip they almost took. They dream of that adventure they never went on. They dream of that retirement cruise and they think about it every day until they actually stop working. Sometimes too old, too sick to then realize that long awaited dream trip.
Your job and role in this scenario is to keep on pounding away at your clients to make sure they get the message that time is running out. Health is running out. The dream fulfillment is fading away if they do not act now.
The Life is Short, Death is Long slogan does not sit well with late Baby Boomers or Seniors and for obvious reasons. No one likes to be reminded of their date with death. To be subtle in your comments can help. “Don’t leave it too long…” is kinder. “Time is running out…” can have other connotations then an in your face comment about ageing and getting “it” done now. Nonetheless this is the sugar coated message.
Try “DREAM IT, DO IT!” as a gutsy slogan. Add a little humour, perhaps a cartoonish Boomer looking character out there living their dream trip.
If you haven’t done it as yet, start promoting yourself as the dream trip travel agent. The travel agent who understands the dream and will work hard to make it happen. At the same time start listing your client’s dream trips and their planned date for achieving those travel dreams. Now you have a plan going forward. You have dates, destinations and time frames to work with, look for those specialty trips your clients want you to arrange for them. 
“Finally! We did it!”

36. Anthony Dalton, FRGS, FRCGS

37. I’m half awake in a rectangular bed with its headboard close to the wall of a circular room. This is a first for me. I’ve never slept in a round room. The walls are smooth and white. The ceiling is white. The floor is carpeted – in white. There is a window with multiple small panes of glass to my left and an identical one directly opposite to my right. They are framed in heavy, dark red velvet drapes. Two old black wooden doors offer escape, should I need it. One leads to a circular staircase – (it would have to be circular for this room, wouldn’t it?) that’s the way out. The other, which I will need sooner rather than later, marks the entrance to the bathroom and WC.
Here in the main room there’s a salmon pink love seat, an old armoire of dark wood and, incongruous against the wall, a small square card table covered in a white cloth with a coffee maker and associated stuff on top. A shaft of sunlight streams through to my left, illuminating sparkling dust particles. I feel as if I should be slowly rotating to take this all in. I blink a few times, wondering if this a weird dream, or maybe if it’s the prelude to a nightmare.
The blinking works. I am conscious. Okay, I remember what this place is now. I am in a kind of historical heaven. This room and the one below it, plus the space above the present ceiling, used to be filled with leaves – the kind of leaves that made buildings like this famous. I’m in the middle of what was once a working oast house. In days long past, this is where the first part of the process of making beer was carried out.
They are scattered like windswept brown monks wearing slanted dunce’s caps across the English county of Kent. On a ramble through winding country lanes later in the morning, the sight of them sends a message to my brain that triggers an olfactory reaction and I can smell beer. I am immediately thirsty. The only way to handle that is to go in search of a pub and a healthy pint.
While I prop myself up against the highly polished wooden bar and sip on a foaming glass of Kentish bitter, the landlord explains how oast houses worked. I’m half listening and half remembering being a little boy out in the fields picking hops with my grandmother on September weekends. I’m not sure if the tangy aroma is coming from my rapidly emptying glass or from a distant memory. Picking hops, I recall, was fun – and we got paid for it. Not much, but we did get pocket money. There were always lots of other kids out there in the fields and we made a game of the work. Close by, our mothers and grandmothers picked so fast their fingers were a blur, and they chatted with each other all day as they worked. Looking back though, it was nowhere near as much fun as tasting the end product of the exercise when I reached the appropriate age.
“An oast house was a free-standing kiln for drying hops,” I’m told. “None of the oast houses around here are working now, as far as I know. There’s no need for them. Our hops used to be grown all around here in Kent. Not now though. Most hops are imported these days. They’re all ready for brewing by the time they get here, but it’s not the same somehow.”
Between pulling pints for regulars, the landlord continues his discourse on the usually circular buildings. I learn there were three rooms, stacked one above the other: the firing kiln, a drying room and a cooling room.

38. Originally, kilns burned wood. In the 17th century the wood was replaced with charcoal and, eventually, by oil. The white cowls seated at the pinnacle of the conical roofs could be pivoted and rotated. They were there to help the air flow so the kiln’s fire would draw effectively. Now they are just decorations.
I had no idea the history of brewing went back a couple of thousand years in Britain – at least to the Roman era. That was for ale, though, not beer. The latter brew did not rear its foaming head in Britain until some time in the 14th century. That’s when a new brewing process was introduced into Britain from the Low Countries – and two of those, Belgium and Holland, continue to be famous for the excellent beers they produce.
Ale is brewed from fermented malt, without hops. Beer is brewed with the addition of hops. So, ale and oast houses have nothing in common. This, then, is a story about oast houses and beer.
The landlord chats on about the differences between beer and ale but he loses me somewhere along the way. I get the part about beer being made with hops while ale is not. But, for the rest – the technical part of the process – my mind is too busy thinking about the local entrepreneurs who have converted these elegant looking buildings into unusual but comfortable bed and breakfast establishments. I am impressed, that’s for sure. Oast houses have to be a boon for Kentish tourism, and so much more interesting for overnight stops than traditional B & Bs.
A few hours later, after a country drive to see an oast house beside a lake, I’m on the pink loveseat in the white, round room. My left hand clutches a pint mug of amber liquid with a thick foamy top. I take a sip, coating my moustache with froth. The taste of the beer; my surroundings, and the history behind them have me smiling with pleasure. I know what I will be dreaming about tonight as I go round, and round, and round. 
VISIT ANTHONY DALTON’S WEBSITE HERE

39. The iPhoneography Page
This image was shot using an iPhone 5,
then FXd using the Tangled FX app.
©Steve Crowhurst

40. Here’s an excellent gadget that fits onto the hot shoe of your camera and then you can attach your smartphone atop your camera for all sorts of photographic back up.
Having your smartphone attached to your DSLR like this you can be shooting stills and video at the same time. You could use your smartphone screen to set up your group or selfie shot assuming you have a remote shutter release for your DSLR.
You may know that I encourage every travel agent to shoot as many “I was there!” selfies as possible. Stills and video both. Build a library of selfies for use in your social media marketing, your digital brochures and videos. Your smartphone can be set up on a tripod to capture you as you capture the scene in front of you. Check it out below – also as the wind blows the tripod over – the tripod shadow looks straight, yet the horizon has gone sideways!
The tripod mount adapter has a ball joint so you can attach your smartphone and move it in any direction you wish.
With your smartphone position as shown you can make use of the various apps that you have downloaded – such as the light meter.
The POCKET LIGHT METER from iTunes works so well and is a terrific gadget for when you want to shoot in manual mode. You can use it to back up your DSLR readings just to make sure.

41. Here’s where you find even more ideas on how to sell travel and boost your revenues. Ct is the trade magazine and every article I write is always geared to new business generation for YOU and your suppliers. The content ranges from a step by step how-to article to a comment about a current topic. Many of the articles are worth reviewing with your suppliers should you be able to work together to generate that new dollar for all. Click here to read.
The full Canadian Traveller logo represents the consumer magazine that now reaches millions of readers. Even if you have your own in-house magazine it is always a good idea to tell your clients about the consumer CT and the main reason for that is some supplements are shared between the trade and consumer magazine. Now you know what your client is reading, you can, from the trade issue, learn how to sell various destinations and then make the call. Everything CT does targets new business generation and hopes to put more money in your jeans. Click here to read.

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