Below is a sample of my latest Keynote presentation given to the attendees of the Association of Canadian Travel Agencies and Travel Advisors Summit in Both Toronto and Vancouver.
"When I was asked to open the ACTA summit, I found myself faced with a simple but profound question: What do I do? More importantly, how do I explain what we all do in this room?
It's not as straightforward as it seems. If you asked a police officer, they'd say, "I keep communities safe." A doctor? "I help people stay healthy." Judges interpret the law, and... well, let's not even get into politicians.
But what do we in the travel industry do?
Earlier this year, my youngest wanted to see the sequel, Inside Out 2. My suggestion? "Let's watch the first one first, just to make sure you like it."
There we were, popcorn and drinks in hand, watching a cute movie about Riley and her family's move from Minnesota to San Francisco. Then, something remarkable happened. The movie introduced the concept of a "core memory."
We all have memories. But core memories—those are different. While not a clinical term, I define them as life-defining moments that leave a lifelong imprint.
In my life, I've had many core memories. One of the earliest? Playing T-Ball. At the end of the game, the coach would let us vote for the player of the game. Before my first game, my mom told me, "Don't you dare vote for yourself." I didn't. But, lo and behold, I still won Player of the Game! (Check: core memory.)
More recently, my family and I were on a river cruise in Europe. We planned a caving excursion in Budapest, and my 9-year-old was absolutely terrified. But once she stepped into that cave and saw how amazing it was, she turned to me and said, "Dad, this is so cool!" (Check: core memory, for both of us.)
That's what we do.
We don't just book trips. We provide people with life-defining events, experiences, and moments that become core memories—memories that last a lifetime.
Think about your own core memories. How many of them involve travel? Now, think about your clients. How many core memories have you helped create for them?
One of the most successful travel agency owners I know shared a story with me. One of his clients called him from hospice, thanking him for encouraging him to see the world. The client said that the places he'd visited and the things he'd experienced wouldn't have been possible without him. (Check: core memories.)
So, what does this mean for you and your business? It's simple: many of us are still marketing for bookings when we should be marketing for memories.
Here's my advice:
- Surround yourself with people who light up when they see you coming. You get to choose your clients. Do they want a transactional relationship, or do they want to create lasting memories with you? If it's the former, are they really your ideal customer?
- Slowly is the fastest way to get where you want to be. Building trust takes time, and trust is essential to creating core memories. Your clients are entrusting you with their most valuable asset—time. Make every moment count.
- Don't put a period where there should be a comma. Too often, we limit ourselves. I've done it too. When I was approached about getting into the clothing business, I said, "I'm a travel entrepreneur, not a clothing guy." But why limit ourselves? Add more commas to your life, and see where they lead.
- You can't be great and comfortable. I left a comfortable job to become an entrepreneur, and I had no idea how to run a business. But being uncomfortable is what helped me grow. If you want more from life, push yourself beyond your comfort zone.
- Nothing good in life ever comes from saying no. Saying yes to opportunities has brought me some of my greatest memories. I once had the chance to take my dad on a golf trip to Ireland. He said no, and now, at 81, he can no longer travel long distances. That trip could've been a core memory for both of us. Don't let "no" stop you from creating memories that last a lifetime.
- Don't give up what you want most for what you want now. Many of you are working second jobs, sacrificing to pursue your dreams in the travel industry. I've been there. The path to greatness isn't easy, but it's worth it.
- The top of one mountain is the bottom of the next. Once you reach your summit, you'll want to keep climbing. It's human nature. So, keep pushing forward, always.
In closing, stop marketing for bookings. Start marketing for memories. That's what we do. That's who we are. And that's what makes us irreplaceable."
