Brand Mission: Finding Your Why

Brand Mission: Finding Your Why

If you’re anything like me, it’s way too easy to get caught up in the daily grind of work—meetings, presentations, trips, repeat—and forget the underlying forces that motivate us to keep at it. Of course, we all work to grow our business and make some money, but is that really what gets us out of bed in the morning? What’s the deeper meaning that motivates us to do what we do—and not just work for work’s sake? I started asking myself this question recently after hearing a terrific speaker: Simon Sinek. He called this deeper meaning your “WHY,” and he makes a convincing case that each of us needs to define our mission and values—as individuals, as teams, and as companies—in order to succeed. Here’s Sinek’s argument, in sum: You…
Read More
Uncover Why Many Travel Companies Are Becoming Content Marketers

Uncover Why Many Travel Companies Are Becoming Content Marketers

If you’re an American of a certain age, you probably remember The Love Boat. It was a corny sitcom that ran from 1977 to 1986 and was set on a cruise ship. But beyond the campy fun, the show was notable for something else: It was the first successful example of content marketing in the travel business: The action took place aboard the Pacific Princess, providing invaluable exposure for Princess and the entire cruise industry. I was reminded of the show when reading recently about Carnival’s recent success as a producer of television shows. The corporation, which oversees 10 cruise brands, now creates six different series on major U.S. networks through its Ocean Originals arm—including “The Voyager with Josh Garcia” on NBC; “Ocean Treks with Jeff Corwin” and “Vacation Creation,”…
Read More
Discover the Unfamiliar Australian Coast of Margaret River

Discover the Unfamiliar Australian Coast of Margaret River

I rarely write about my own travel experiences in this space, preferring to discuss a topic of interest to all of us in the industry, to help set the agenda and stimulate conversation. But once in a while I visit a place so extraordinary that I want to share with as many colleagues as I can. So please indulge me as I recount a recent trip to an area that’s unfamiliar to most luxury travelers but deserves greater attention: the Margaret River region of Western Australia. I found its combination of scenery, surfing, and wine unique, and its unhurried yet sophisticated vibe utterly captivating.   I’ve been to Perth several times and have even made it up to Broome, the remote beach…
Read More
The Everlasting, Indestructible, Unbreakable Industry

The Everlasting, Indestructible, Unbreakable Industry

For those of us in the travel industry, the 24-hour breaking-news cycle is a real stress-inducer. What terrorist attack, natural disaster, international crisis, or tweet-storm is going to be next? Will we see a wave of cancellations? How is it all going to affect our bottom lines? But after a particularly terrible string of events—I can just name-check the places, like Paris, Nice, Puerto Rico, or Hawaii, and you’ll know what I’m talking about—I’ve come to realize that the travel industry is much more resilient than it ever was. Something awful happens, a few people cancel or reroute their trips, occupancy rates drop... and then people start traveling again. Even if travelers temporarily steer clear of certain destinations, their appetite for travel per se is undiminished. They’re not afraid to…
Read More