Save the Best for Last

 

John McMahon


As we begin to wind down the year and begin to think about 2012, we at Luxury Travel Advisor have one more act before we close the curtain on what was a banner year for us: This year was Questex Travel Group’s best ever in my 14 years of tenure. In a very uncertain market, this is a tremendous achievement. The future of trade media is decidedly undefined right now, and traditional avenues are being challenged as new ones emerge.

The same can be said for the travel agent industry. These types of conditions create great opportunity for those who can see the challenges. Create the solutions that serve the needs of the audience you want to reach. Uncertainty creates its own kind of opportunity, and those who risk falling forward are better off than those that fail standing still. These are all very high-level statements that can be simplified by a few actions:
1. People buy solutions, not products—so sell solutions.
2. Look at other industries to see what will work in yours.
3. Be different and stand out. It will attract customers.
4. You have to be more knowledgeable then your clients.
5. Exceed expectations, or you will never grow your client base.
6. The biggest Rolodex wins.

These are just of few business drivers that should always be in your head. Our last act is Luxury Travel Expo, which will kick off on December 6. Our team works all year long to ensure the above business drivers are distilled into our educational program. Our trade show floor will help you build those relationships and grow your Rolodex of contacts, helping to ensure your clients have the best experience possible on the trips you book for them. The experts on our panels will help you look into the future to see the changing landscape so that you can exceed your clients’ expectations. All of this will give you that competitive edge. Your competition will be attending. Will you?

This month on our cover we feature John Unwin, CEO of The Cosmopolitan of Las Vegas—a real success story. This hotel opened in the middle of the recession and has emerged as the hottest resort on the strip. The above business philosophies are pillars to Unwin and the Cosmopolitan’s success as well. So come to Luxury Travel Expo and experience a year’s worth of preparation, and you will have saved the best for last.

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