Since day one with YTB, I’ve considered myself a “Travel Agent”. Not because I had any special training, achieved any special credentials, or aligned myself with any specific host. It was an attitude that I had when I joined. I was about as green as they came when I joined YTB, but I did have a passion for travel and a desire to learn that got me to the point that I am today. I’ve heard over and over that unless I align myself with one of those legitimate hosts out there, that I’d never be considered a “Travel Agent”.

Yet, the folks with all the arrogance and attitude – haven’t actually experienced the service and value I bring to my clients.

Fact is, anyone can become a “Travel Agent” with the proper mindset and willingness to learn and it doesn’t matter what company you align yourself with. Other than my family, 99.9% of our clients have no idea who or what YTB is. All they know is Doug and Ronda with BandBVacations.com. If a client has a change in schedule, a problem with a booking, or happen to need assistance with arrangements, the “Agent” they call is us, not the Home Office.

That being said, having the mindset of “Travel Agent” isn’t going to cut the mustard when it comes to servicing our clients. We could have all the love and passion in the world – but without the proper knowledge to actually assist our clients, mindset alone is moot.

It also takes knowledge and training to drive this business and make it a success.

When YTB launched the E-Campus training two years ago with theAcademy.com and Dr. Marc Mancini, I was ecstatic. At the time, it was a major advancement and move towards training our sales force. The move was also “pro-active”, being launched before all the attention and fuss in the news and media publications came out about YTB being some sort of “card mill”. (A term and definition we still don’t answers for two years later.)

Like Carnival Corporation, Apple Vacations, Pleasant Holidays, Collette, World Choice, Globus, and other preferred suppliers who do business with YTB, Dr. Mancini saw something in YTB that lead to this training to help the company achieve its long term goal of being a dominant force in the travel industry.

If you’re going to partner with someone, they might as well be the best. Here’s a little bio that I picked up on Dr. Mancini two years ago.

What’s even more impressive is that the YTB E-Campus program is designed by Dr. Marc Mancini, one of the travel industry’s most highly respected speakers, educators and consultants and authors of such books as Conducting Tours: A Practical Guide, Cruising: A Guide to the Cruise Line Industry, and Selling Destinations: Geography for the Travel Professional. Dr Mancini and his firm are the creative force behind some of the best-known and most successful training programs in the business including training programs for CLIA, AAA, and NTA.

What YTB did was land the industries leading authority in travel to design and implement a very intensive and thorough training program that covers the following 10 segments.

• Course 101: Overview of the Travel Industry
• Course 102: Lodging
• Course 103: Tours / Groups
  
• Course 104: Cruising
  
• Course 105: Air Travel
  
• Course 106: Rail, Car Rentals and the Rest
  
• Course 107: Travel Sales, Service and Marketing
  
• Course 108: Destinations: North and South America
  
• Course 109: Destinations: Europe
  
• Course 110: Destinations: Africa, Asia and the South Pacific

And for doing what we as “Travel Agents” should do for our business and completing this course, what do you think YTB did to reward those who took their travel business seriously?

• The ability to drop the “R” from RTA and the title of “Travel Agent”
  
• 75% Commission Contract
  
• Monthly YTB Special Promotions
  
• Entry For A Free Cruise
  
• Exclusive YTB FAM Trips
  
• Training Events & Trade Show (Funshine was comped)
  
• The Fun & Travel Magazine to help you grow your business
  

Not too shabby for some rinky-dink MLM that has no interest in Travel huh? Fact is, those who claim YTB doesn’t offer training haven’t been paying attention to the facts. Instead, they choose to ignore any type of training to keep their fantasy over YTB being less than legitimate alive.

We posted a list of those who completed the E-Campus training this past weekend in our newsletter. If you’re a YTB TSO or Rep and you’d like a listing to view, please get signed up on our list. I don’t think it’s appropriate to post this list publicly. With all the attention and animosity from a very small and childish group in the travel industry who have nothing better to do it will simply create more spin and turn this significant accomplishment into something it’s not.

For those who did complete this training, you know who you are. You know the value of knowledge and learning. I commend you for taking responsibility and ownership of your travel business. You can now not only call yourself “Travel Agent”, but earn an above average commission percentage found in the industry. (Industry average being 74%.)

Congratulations!

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After the close of Funshine last weekend, YTB launched a new training program on Sunday for Reps and Associates – Regional Product Marketing (RPM) Training. YTB is very proud of all the training programs they provide, as they should. The trainings I’ve attended and produced by YTB rivals any trainings I’ve ever participated in for content and curriculum in any industry let alone travel. I’ve been with YTB for several years now, and with every new training YTB creates, they take what they’ve been able to learn from the past to enhance the new trainings and curriculum with better features, content, and presentations to ensure what’s being taught is relevant, fresh and current.

The new RPM curriculum takes the best aspects of the live trainings such as the old CRTA that YTB once held across cities all over the country and has enhanced it’s mission and purpose.

The mission of this program is to educate and equip our Reps to effectively sell the YTB suite of products and to build a successful sales organization.

Don’t mistake this for another version of the CRTA however. There are several key aspects of the RPM Training that set RPM apart. With all the changes, enhancements, and upgrades YTB has experienced over the last two years the company has created a training program that provides information and how-to’s for YTB 2.0. What’s even more impressive, RPM is designed to be updated and enhanced on a weekly basis to provide the participants with the most relevant information available at that time. The only common thread between the CRTA and RPM trainings are they’re both live, and they’re both local.

There are four major categories with the new 4 1/2 hour RPM training that will provide a little insight into what this training program is all about.

1. What we sell – travel, shopYTB.
2. How to sell it
3. How to build a team
4. Compensation and how to get to Coach’s Corner.
   

With the advent of First Class Training last year, the completion of E-Campus this summer, supplier seminars provided at Funshine this past weekend, and the plethora of travel related webinars, Seminars @ Sea, and live trainings provided by the industry and various associations, RPM is designed for the new Associate and Rep in our business. While RPM provides an overview of hundreds of suppliers YTB partners with, this new training is not designed for the Travel Store Owner, but for the Associate and Rep.

Nor is RPM designed for anyone outside the company. In the past, the CRTA trainings were a great way to show prospects our product and company culture free of charge. Not so with RPM. For each RPM, participants not only need to register in their back office for the local Trainings, but also pay a $45 registration fee in advance for the 4 1/2 hour trainings. That being said – I can’t think of a better way to get a new Associate off on the right foot with a $45 investment to provide the proper product knowledge and effective marketing techniques.

The goal here is to provide current and relevant content for anyone who wants to learn how to build an organization. YTB will follow this new training program very closely, with pre and post meetings, participant surveys, and continued trainer and field input to ensure accuracy and relevancy. With YTB’s Franchise Model just over the horizon and the opportunity it provides, YTB has been proactive with RPM with this key component in the transition to a Franchise model. The new RPM training not only updates Associates and Reps about YTB 2.0, but is flexible enough to provide both effective communication tool and the proper training program as the Franchise model begins to roll out in 2010.

Case in point. The first RPM training course was held in front of 300 registered participants last Sunday in Orlando. Participants have already enrolled in two more RPM Trainings this upcoming weekend in Irvine and San Fransisco, California. Based on company, field, and trainer input, close to 20 slides have been updated with new information for the trainings this upcoming weekend. As YTB continues to roll out RPM later this month in Kansas City, St. Louis, Atlanta, Detroit, and Newark NJ, and additional RPM trainings scheduled for November in Tampa, Dallas, Las Vegas, Miami, Phoenix, and Denver, more changes will be made as YTB updates it’s systems and processes.

The best part about RPM…it’s live and in living color.

Don’t get me wrong, I love technology and how easy it is for us to learn and obtain knowledge remotely. The First Class Training launched in October of last year, The Academy’s E-Campus courses designed by industry veteran Marc Mancini, and the regular Thursday night Training Calls with suppliers were all designed to provide training for our Travel Store Owners. While I find each of these training modules both effective and well done, it can’t compare with “live” events YTB once held via the CRTA’s or currently do with YTB University or the supplier seminars conducted at both the YTB Convention and Funshine.

These live events provide interaction and the ability to ask questions that you just can’t get via the remote trainings. (Although there are ideas to address that shortcoming.) RPM will also provide participants with a class of Certified Company Trainers (48 currently) who have gone through a the proper certification process to ensure that RPM will maintain it’s high standards and mission as it moves forward. With all due respect the the CRTA trainings once held by YTB, some of the trainings provided by a few Directors were not up to company standards. I’ve seen a big movement in trainings across the board on what has become known as “Train the Trainer” and YTB has picked up on this idea for it’s own RPM trainings to ensure relevancy, accuracy, and the proper information designed for the field by the company.

I’m also looking forward to the smaller venues that should provide better retention and interaction between the participants and the trainers. While it’s impressive to see a room filled with 1000 people, the size of RPM has been shaved to possibly 100 registrants after this first wave of trainings roll out across the country. RPM will also look at a few secondary markets like Austin, TX and Montgomery, AL to provide easy access to these emerging markets within YTB.

My hats off the Founders and Executives in the company and especially Derek Avera for this new RPM training. Like most of the new trainings YTB launches, Derek was key in the design and launch of the new RPM training. He first came on the scene with a viable answer to our Travel Training with First Class for new TSO’s last year. With RPM now launched for Associates and Reps in the field with it’s new design and content, it should prove to be a major component in YTB’s dominance in the industry.

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Over the years I’ve read how my travel training is sub-par simply because I’m involved with YTB. In all the years I’ve seen those comments I’ve wondered two things.

One…how in the world would anyone outside of YTB even know what kind of travel training is available to those involved in YTB?

And two…can CLIA, TAUniv.com, TheAcademy.com or supplier specific training be any different from what other host agencies are able to acquire?

In my weekly newsletter I write each week for TSO’s, a good portion of that newsletter is dedicated to the subject of travel training. When I see folks like CLIA, Travel Agent University, The Academy, and a number of suppliers and vendors who promote training courses and webniars, it makes me wonder if I’m missing something. Are the Traditionalist getting something through osmosis that I’m not? It’s especially interesting when these trainings are live (like CLIA’s this summer) how this happens.

I consider myself somewhat observant and a smart enough guy. How this specialized training and knowledge has slipped past me all these years is very odd. It could be a case of more mud that’s thrown up in the hopes that it will stick for anyone who is looking into becoming a Travel Agent. If you find it via Google, it’s got to be true right? The tag line here is: because it’s YTB, somehow, you just can’t get the same type of quality training because it’s MLM. 

Truth be told, it’s not the lack of training that’s available in this industry that’s the problem. The problem for those that are caught up in all the “issues” with YTB is that the individuals involved in our company don’t appear to have any interest or care to participate in the training that’s available. What we have come to understand over the years however, is the “issues” are more or less “illusions”. Remember, the mud thrown up is to make it look like the majority care only about “recruiting”. Yet, the last two years of Income Disclosures document a very small number recruit. (Fact is, about 10% actually do.)

So what’s available to the other 90% who got involved with YTB?

When writing a newsletter like mine, a key to it’s success or failure is knowing what your readership likes. What pushes thier buttons. A big reason why I put so much travel training information in my newsletter is because my readership responds to it. I not only track, but I pay close attention to open rates and click rates to see how effective my information is. (It’s all part of proper marketing and building trust.) Every week, without fail, travel training consistently ranks very high in clicks.

For example, I mentioned CLIA’s TrainingFest which will tour 12 cities this summer. While I’ve promoted this in my newsletter for several weeks now, each week this live course for Cruise Counselor Credits ranked extremely high from my readership. (Out numbered 2 to 1 over any other piece I wrote the first week I promoted it.) They, like me, have a keen interest in learning and growing in the travel industry.

In addition, new 2009 CLIA applicants are required to be enrolled in, or to have achieved a designation (ACC, MCC, ECC, ECCS) in CLIA’s Cruise Counselor Certification Program. Attainment of an ACC designation requires a program of mandatory and elective training options as well personal cruise experience, shipboard inspections and 25 cabin sales within the two year enrollment period.

What about Travel Agent University? US Airways is offering a Vacations Specialist Course this week through this program that looks to be the same course offered to Traditionalists. These “home-study” programs by the Education and Training Division of Travel Agent Magazine offer a wide variety of programs and courses for anyone interested in learning about destinations and suppliers. There are dozens of programs and courses to choose from within this particular training program. Since these courses are designed by the staff of Travel Agent Magazine, again, I can’t imagine a special course just for YTB, and another for Traditionalists.

Another high click rate the past two weeks have been Apple Vacations and their Agent Academy now in year two of the program. These 10-unit educational course on selling Apple Vacations expands on what we learned in year one. Of course, those who are new to YTB and Apple Vacations have an opportunity to take year one, and then move on to year two in order to get you up to speed. I can’t imagine how or why Apple Vacations would have one course for Traditionalist and another course for YTB.

We can’t forget OneSource from Princess and Cunard either. This Travel Agent Training center is most likely the strongest from any supplier in the industry. (At least ones not offered through programs like Travel Agent University or TheAcademy.com) I’ve heard many times over how much others have learned through this course, and how the curriculum found there can lead to more cruise sales across the board.

And of course there’s YTB E-Campus. While E-campus appears to be an exclusive YTB training, it’s not designed by YTB at all. Instead, we left that up to the most respected and well known trainer in the industry, Dr. Marc Mancini. Dr Mancini and his firm are the creative force behind some of the best-known and most successful training programs in the business including training programs for CLIA, AAA, and NTA. While there has been quite a bit of speculation that all 10 courses would never be rolled out, YTB is currently in need of one final program, (Course 110) to complete the entire library of training.

E-Campus is a considerable investment for our TSO’s who desire to become “Travel Agents”. Word is with the completion of this 10 course series, we’ll be able to drop the “R” from “Referring Travel Agent” and be considered “Travel Agents”.

There will always be a few stragglers who simply won’t accept anyone involved in YTB as “Travel Agents”. You need to keep in mind that these are the same people who won’t accept YTB as a seller of travel period. If they want to get caught up in the myths and spin surrounding a company like YTB, I’d simply allow them to do so. What I’d recommend instead is getting yourself plugged into something like my newsletter to keep you up to date on the abundance of travel industry training available.

You’ll quickly learn that the industry is an “equal opportunity trainer” and most suppliers, training centers, and specialized courses offered in this industry could care less about who you might be tied to as a Host Agency. It’s apparent to me that there’s an abuandance of training available if you simply know where to look.

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I wanted to post something on Friday concerning Travel Weekly’s Preview 2009 and one presentation in particular. Before I did however, I wanted to make sure that what I thought I heard and my notes from the presentation were in fact accurate. So I decided to hold off until I could listen in again with the On Demand feature which is available for the next 90 days.

It shouldn’t be that big of a guess that the one presentation I was interested in was Thursday’s “What Proves You are a Travel Pro”. Questions were asked by agent groups looking for answers from association heads about – you guessed it, “credentials” as they explored just who should be recognized as a travel agent, and who shouldn’t be.

The presentation was kicked off with a brief presentation by Bob Sharak from CLIA, Kelly Chiusano from OSSN, Scott Koepf from NACTA, and Bert Rivero from IATA as they clarified their roles in the industry.

After the overview presentations, the Q&A started with Kim Sorensen who asked the first question to the panel. The question can be summarized in two parts:

With the industry in “a perfect storm” with agents and agencies closing down, what are these associations doing to not only attract but train new blood that enters the industry? Secondly, what type of training, qualifications and documentation should an agency provide for the new blood in order to guide them to obtaining the roll as “Travel Professional”?

We’ve documented here before, fairly recently as a matter of fact, that the industry as it stands is struggling. I’ve written about Liberty Travel closing a number of its locations, and Cruise Value Center closing overnight without warning. Those that are left have resorted to embezzlement, and defrauding airlines to make ends meet. Even the current leader in the Travel Industry is looking for a $3.5 Billion bailout.

Based on what we’ve seen in recent weeks, any illusion that the traditional industry is doing well, is just that; an illusion.

There’s no question in my mind that the industry is in dire need of attracting not only new blood but new ideas into this industry. To be fair, it’s not that the industry hasn’t changed, although it appears to be with a considerable amount of resistance. The industry does eventually adapt. (As I suspect it will with MLM’s.) Scott Koepf did a great job in summarizing all the changes with the age of internet bookings, cruise only agents, and home based agents who were at first frowned upon and met with resistance. Today, these entities are not only accepted, but respected.

The face of the industry has also changed from being viewed as an “Agency” to that of an “Agent”. I’m often asked by Traditional Agents how I maintain any type of bookings with all the negativity critics produce about YTB. The answer is simple; the relationship is with me, not YTB. When clients look to make a booking, they look at me, not my host agency. Pricing, service, and professionalism are a direct reflection on me, not my agency. You might want to read Chris Andersons, “The Long Tail” for better clarification on how our entire capital structure is changing in this way. Another reason why I believe YTB and Network Marketing is on the right track.

Even with this shift in capitalism, Agents and Associations look to be more concerned with complaining and how companies like YTB make them look. More importantly as we’ve heard time and time again, is their illusion that we only get involved to take advantage of industry without giving back in the form of travel sales. The solution for them of course doesn’t rest on their shoulders, but on the suppliers themselves. It’s suppliers who ultimately decide just who they want to do business to produce income and gain market share.

Especially with the current economic conditions.

So how do these Associations help the new person who wants to get involved in the industry?

Bert Rivero (IATA) wouldn’t take any responsibility to ensure agents are trained properly. IATA is designed for those who have already acquired not only the knowledge, but skill set to sell a minimum amount of travel in a calendar year. IATA seems to be more interested in educating suppliers on how much money they’re loosing because of “card mills”.

Bert may need to take a lesson from Gerry Cahill with Carnival, who produced a very sound solution that was brought to light almost a year ago to curb this perceived problem of “card mills” taking advantage of FAM’s without giving back to the supplier. Of course, the relationship between YTB and Carnival has flourished, even with the new requirements, which doesn’t match IATA or the Travel Industry agenda.

Kelly Chiusano was much the same, in that OSSN really doesn’t have a current structure in place to guide, train or educate the new person who enters the industry. It’s up to the host to provide this type of training and education. She did mention that the larger host agencies did have training and education in place to help bring them into the fold and help them become a professional.

It wasn’t until we heard from Scott Koepf from NACTA who I think was the first to really understand the question in its entirety, and does provide both training and continuing education for those of us who aspire to become professionals in the industry. It looks as if YTB may be on the right track now that it has an entry level with Affiliates, Referring Travel Agent, and Travel Agent program in place. Each of the YTB levels produce a better understanding, better commission splits, and enhanced privileges within the industry.

CLIA, was by far the best equipped to answer this question, and Bob Sharak did an exceptional job of explaining how their association works hand in hand with host agencies and individuals to educate and train both the new recruit, but the seasoned professional in the industry. Not only does CLIA provide various training experiences, from on line to more intimate classroom training. CLIA provides various levels of qualifications starting with a brand new Associate Cruise Degree (ACD) along with various Cruise Counselor levels which stars with Accredited (ACC), to Master, (MCC) and even Elite (ECC) levels.

Like Carnival back in January, CLIA has come up with its own solution to the Agent ID cards with new requirements that include training and minimum booking requirements in order to obtain the privilege of carrying their credentials.

Instead of complimenting and giving CLIA credit for these new requirements, critics (as they always do) tend to twist and create problems within a solution, and are now obsessing over a loophole they claim to have found. Instead of highlighting the loophole from our critics, I would instead suggest that you chime into YTB who will be providing an overview of these new requirements with CLIA on tonight’s “Getting Started Call” with Jeannie Sharpless. This way you’ll be guided with an overview of how to qualify the right way. (If you miss the call, you can find it archived in your back office.)

By following the guidance of both CLIA and YTB, who knows, you too could qualify for that elusive roll as a “Travel Pro”.

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A new instructional series designed to be one of the most ambitious and comprehensive-training programs ever offered by a host agency has been launched by YTB for its growing number of Referring Travel Agents. (RTA’s) The courses designed by TheAcademy.com will initially consist of 10 unique courses and will be rolled out by introducing a new course every six to eight weeks, until the 10 courses have been implemented.

What’s even more impressive is that the YTB E-Campus program is designed by Dr. Marc Mancini, one of the travel industry’s most highly respected speakers, educators and consultants and authors of such books as Conducting Tours: A Practical Guide, Cruising: A Guide to the Cruise Line Industry, and Selling Destinations: Geography for the Travel Professional. Dr Mancini and his firm are the creative force behind some of the best-known and most successful training programs in the business including training programs for CLIA, AAA, and NTA.

YTB’s first course “Overview of the Travel Industry”, is currently active, and will be followed by courses on lodging, tours/groups, cruising, air, rail/car rentals, sales/service/marketing, and three courses on destination geography.

J. Kim Sorensen, President and CEO of YTB Travel Network, said, “We are excited about the launch of the YTB E-Campus program, and our partnership with Dr. Mancini. YTB E-Campus was developed to enhance our existing RTA training program by offering comprehensive courses via the Internet. The launch of this program is not only an investment in our RTAs, but also a long-term investment in growing our business and increasing shareholder equity.”

Way to go YTB, and thank you for building the best travel business opportunity available!

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