Travel Weekly is certainly taking advantage of the popularity of it’s new online format with it’s second Virtual Summit slated for today and tomorrow. You know how much I love these types of events and enjoyed participating in the first annual Leisure Summit back in October. The current summit is the second of three scheduled in less than 6 months, and it appears that Travel Weekly may be on to something here.

The conference runs from 11 a.m. to 6 p.m. and attendance is free, and has all the trappings for being yet another blockbuster event. It’s riddled with mystery as industry experts look into their crystal ball and tell us what to expect in 2009. Preview 2009 also features educational seminars and keynote speakers with a superb agenda embracing valuable industry topics. Of course, not to forget the chance to mingle with travel agents and travel industry leaders and get a sneak peak of their products for 2009.

Both days will feature hosted chats with Travel Weekly’s award winning editorial team and access to visit pavilions from the industries leading suppliers. Educational Presentations will include.

• The 2009 Travel Consumer in the 2009 World Economy
• A Crystal Ball Session: Industry CEO’s Predict 2009 Trends. Featuring Travel Weekly Editor-in-Chief, Arnie Weissmann; Mike Batt, Travel Leaders; Steve Tracas, Vacation.com; Doug Bower, AAA National; and Lynne Biggar, American Express.
• How will Luxury Be Defined in 2009?
  Featuring Kristi Jones, Virtuoso; Jack Mannix, Ensemble; and Ignacio Maza, Signature Travel.
• Keynote: Peter Greenberg: Travel Talk on TODAY For 2009
• A Crystal Ball Session: The Cruise Market of 2009
  Featuring Brad Tolkin, Cruise One, Cruises Only and Cruise 411; Charlie Funk, Just Cruisin’ Plus and a Vacation.com agency; Roger Block, Cruise Holidays and Travel Leaders; and Jeff Anderson, America’s Vacation Center.

There is one other element that will once again prove this to be a widely viewed event.

Controversy.

Much about 2009 is uncertain, but one thing unlikely to change is the controversy surrounding the ever-vexing question of just who is a travel professional. Travel Weekly has assembled the leadership of the organizations that hand out credentials — Bert Rivero of IATA; Bob Sharak of the Cruise Lines International Association; Kelly Chiusano of the Outside Sales Support Network; and Scott Koepf of the National Association of Career Travel Agents — and leaders of agency groups that have a vested interest in the issue of certification: Chris Russo of ASTA; Jan Miller of the Travel Institute; Andi McClure-Mysza of the Professional Association of Travel Hosts; and Kim Sorensen of YTB.

And now because of a name, a company, it appears that our traditional counterparts have have had just about enough concerning Travel Weekly not only asking Kim Sorensen and YTB to participate in this summit but the mere name of YTB should be banned from being mentioned in any Travel Industry publication. After the last summit in October and the “Meet The Press” style interview that was held, a number of articles surfaced condemning Travel Weekly for including YTB. One even went as far as compairing YTB to nothing more than a glorified AARP type program. In reality, the article was written to do nothing more than shame the publishers of Travel Weekly for providing the credibility to YTB who now has what it needs to succeed.

To look at this in a perspective that might state Travel Weekly is mentioning and including YTB because YTB IS successful would surely be considered blasphemy.

Instead, the attention, various emotions and frustration surrounding our company continues to escalate. The longer YTB continues to exists, the higher the emotions climb and the more heated the conversations and arguments get. Now, you have a document from the Attorney General that appears for the time being, to be backing you up. Yet here we are, 5 months after the initial filing, and the President of the MLM your attempting to run out of town is given a voice from “The National Newspaper of the Travel Industry”.

I’m sorry, but that’s got to be one of the most frustrating and awkward realizations staring you right in the face. A good reason for some to dig in their heals even further providing more resistance towards the one thing that if eliminated, would solve all your problems.

I’ve heard some won’t be attending the show simply because Kim Sorensen is associated with the program. In this difficult economic time, I’m not so sure that’s such a good idea, but it’s not my decision to make. Of course, I’m not emotionally attached or obsessed about a single issue, nor do I focus on problems. Solutions no matter where they come from are far more productive. I’ll take what I find useful, and use it. The rest can be left where it is without having to own any of it.

Seems unrealistic to some, I’m sure, but then again, most who feel that way have never even so much as tried. Much like the business model they are certain doesn’t belong in their industry.

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Kim Sorensen’s “Meet the Press” type interview with Travel Weekly Editor in Chief Arnie Weissmann turned out to be very civil, even if it was loaded with some pretty pointed questions. The 20 minute segments consisted of three heads of home agent groups in back-to-back-to-back conversations which filled the hour. Participants could also ask questions as Scott Koepf, president of NACTA; Kim Sorensen, president of YTB; and Van Anderson, co-president of Americas Vacation Center talked about each of their prospective companies.

Arnie opened Kim’s segment stating that whenever he writes about YTB in any of his columns he is bombarded with e-mails and much of it is “highly emotionally charged”. I can’t argue with that point of view and have experienced the emotions surrounding our company for some time.

I do believe Arnie did articulate very well just why emotions get so charged concerning the Traditional base. The problem as Arnie see’s it, and I would agree, is that I was once a consumer of travel and now represent myself as a “Travel Agent”. The perception of course is that I don’t take travel as seriously nor have I invested the time and energy into qualifying myself to the same standards the Traditional Base did in order to be considered an equal in their eyes.

Right or wrong, and I’m not going to get into my personal views concerning this perception, that’s seems to be a very accurate description based on what I’ve seen from the most outspoken Agents but I do have to give Arnie credit for defining what the core issue is regarding our Traditionalists.

Kim did address the issue that we are not competing with the traditionalists and those of us who are “greenies” who join YTB simply point people to their web site and let friends, family, neighbors decide for themselves. If someone like myself wants to take our YTB business to another level, YTB and the industry as a whole has the proper training and tools in place to accommodate us that regard.

I think back to my first days of being a “greenie” with YTB and where I am today, and thanks to the training provided both by the company and the industry, I have a very nice niche in the travel business and do consider myself a “Travel Agent” today. I have every intention to learn and grow both my knowledge of the industry and my business. I think I’ve mentioned before some time ago, that I looked at becoming a Travel Agent at one time, but didn’t “qualify” back then either. YTB both opened the door for me and enabled me to create my own path into the industry.

Part two of the question concerned the California complaint of labeling YTB one of those “pyramid schemes” and of course questions surrounding the classic misconception of how our business model is mathematically impossible.

Kim answered this question admirably in stating the MLM model has been in existence for a number of years and pointed out that A.L. Williams started out in 1977 and is now part of Citi Company, known as Primerica. To this day they still recruit new Reps into their business. While some can’t get past how MLM is mathematically impossible I’m still waiting for someone to PLEASE provide just ONE company that has run out of people? When you look at Tupperware, Avon, Mary Kay, Amway, Pre-Paid, Fuller Brush and all the other companies out there that have not only been around for decades, but still thriving with new recruits day in and day out, you have to wonder how much longer this myth is going to continue to be an issue for some.

Kim was also asked just how many RTA’s there are. Based on our business model and the shear numbers we have at any given moment, Kim quoted 120,000. Again, I believe this stems from the fears and misconceptions of the words “pyramid scheme” and the mathematical impossibility. Those of us involved in it need to be just as focused as they are about just how many we have actually in the business.

Questions of if we would ever drop the MLM business model and become more traditional (legitimate was also used) came up several times during the conversation. Arnie even came right out and asked if YTB will simply ignore the concerns (phobias) about our marketing methods. Based on what I’ve seen over the last year, I wonder if they think we’re getting tired of being pummeled as the pariah of their industry. Unfortunately, one cruise line, a $25 Million complaint or very pointed public questions are not going to cave us or force us to change our model. The summit panel and the attendees didn’t seem to comprehend that Kim, Coach, and Scott built a business with Primerica for 20 years and that same model awarded A.L. Williams / Primerica the number one spot 23 out of 25 years.

Kim did state that YTB intends on building and being competitive in a very large scale using the Network Marketing business model. It was very clear that this change has never been in question.

Next came the questions from the attendees. The first was how the company intends on controlling our Reps and RTA’s with all the YouTube and Craigslist misinformation out there. Kim did agree that there is some pretty lame postings and information out there. (So do I for that matter.) We have systems and checks and balances and dedicated staff in place to control that, and I’ve personally seen instances that when asked, people do take posts down or delete videos.

Just a matter of reference to our critics who read this by the way; when you see something taken down, or corrected, acknowledge it as a good thing and don’t ridicule the person for not having the guts to stand up to the company with this free speech garbage. Damming us if we do and damming us if we don’t isn’t how this works kids. If you want it taken down, don’t egg them on and try to be the example for once concerning professionalism and ethics.

Next came a question of how YTB could be “growing like gangbusters” if the number of RTA’s is actually declining. Again, this stems to the phobia about the MLM side of our business, and while the focus is purely on recruiting for them, I loved Kim’s answer to this. YTB has spent $30 Million in the last 30 months investing in our 120,000 square foot Home Office, purchases of surrounding land and property in the area, new technologies, new accounting software, booking and marketing platforms, booking engine upgrades and enhancements, and expansion into International markets. Furthermore, even with a decline in the number of RTA’s YTB has doubled our production with Carnival over last year and we still have almost a full quarter to go in 2008.

I realize growth only means one thing to some, and that’s how many get involved in the pyramid. Smart business people and trade magazines like Travel Weekly recognize what real growth is.

A question that was pretty cut and dry consisted of the Rep overrides of the RTA’s. That was part of the clear separation between Rep and RTA that both legal analysts and our critics have such a problem with. It was quite clear and direct, that this however is not our practice.

One comical note towards the end was one attendee question that asked why Royal Caribbean and Disney terminated their relationship with YTB. No, that’s not a typo, and yes this attendee actually asked if Disney has made the same mistake that Royal Caribbean did. Kim did note that this was news to him as well and wondered if Nadine Goodwin would be calling with some type of exclusive scoop. I think mentioning Disney was more wishful thinking much like wanting us to change our business model than a blatant attempt to misinform the audience.

And finally a question was asked, why so negative? We never got an answer to that, mostly because it was directed toward the traditionalists and not Kim. The point of this “Meet the Press” type interview was an attempt to help them relieve some of their constipation surrounding the MLM side of our business model. Kim was willing to put himself and our company on the line to help them. Not many people or companies would subject themselves to what was building up to be and certainly turned out to be a fairly uncomfortable environment.

What I am grateful for was the opportunity to get our side of the story out there without the blatant hostility. As I type this, I’m sure there are others crafting plenty of hostile remarks concerning the interview and our Travel Company President. You can count on that, which provides more assurances that some have no desire to have their phobias or personal misgivings about our model resolved.

Not everyone is going to like our model, nor does everyone have to. Direct Sales is a big industry and it’s getting bigger every single year. There’s no question that YTB is not only the biggest Travel MLM out there, but it’s also the most talked about. With our continued growth in travel, and just a little more of this kind of publicity and press from Travel Weekly, we’ll remain a clear target for critics and advocates alike. Like the Travel Weekly Power List and our #26 spot, YTB appears to be right in the middle of it for now.

For those of us in YTB out in the field, it’s up to us if we want to forge ahead or fall back. From what I’m gathering from Kim in this interview, Kim has no intent in hiding out or falling back.

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The plethora of product information in the form of brochures, fact sheets, and videos from 23 different suppliers is impressive from this virtual world. Information provided by industry leaders on the state of our industry is also informative and helpful. We can’t overlook how valuable their insight is.

Speaking of industry leaders, I have set aside some additional time this afternoon to head on over to the auditorium at 2:30PM (Eastern) to listen in and enjoy Dr. Marc Mancini, the industry’s top educator. Dr. Mancini will be turning his attention to packaged vacations sales. I understand Dr. Mancini got his start in the industry by leading tours, has written books on the subject, and is frequently called upon as a consultant by major tour operators. He is also a columnist in the Agent Life section of Travel Weekly.

Oh, and have I ever mentioned that he’s headed up YTB’s very own E-Campus training, designed exclusively for YTB?

Afterward, I’ll hang around for Travel Weekly Editor in Chief Arnie Weissmann who will be asking questions to the heads of three home agent groups in back-to-back-to-back conversations at 4:00PM (Eastern). You, too, can ask questions as Scott Koepf, president of NACTA; Kim Sorensen, president of YTB; and Van Anderson, co-president of Americas Vacation Center “meet the press,” Travel Weekly-style.

It’s my hope that some of our critics take some time off the various boards and blogs during this time as well to find out first hand exactly what YTB has to offer. The good news is even if they can’t find the time, those of us who are serious about the industry will have a chance to get a more accurate overview.

That being said, I did see yesterday how someone can look at YTB but the translation due to lack of focus and comprehension tends to distort events. I was extremely disappointed that a self proclaimed industry leader doesn’t understand the difference between a “client profile” and an “RTA profile”. Actually, I think he does understand the difference, but he also thinks “denial” is a river in Egypt. Client benefits and YTB are a bad mix according to this blogger, and to have any offering for clients who book with YTB just won’t fit inside his framework.

Speaking of “denial”, I still don’t get how this individual can’t grasp that a program that’s been available for over a year now, (YTB E-Campus) and more recently CLIA’s ACC Accreditation can aide in helping those of us in YTB drop the “R” from our title to become Travel Agents. It’s not a matter of being to dumb or stupid at this point, it’s being stubborn. (Who knew?)

I was stunned that this blogger who conducts his own poles and studies couldn’t grasp that a simple computer script (code) could not only monitor if a test was taken, or if the answers were actually correct. Maybe he could take some time off and join the rest of us over at the Travel Weekly Virtual Summit and check how many credits he collects from participating in the various areas and trainings. If he enters one of the prize giveaways, he might want to take the time to contact the supplier directly to see if they monitor how many entries they have or if his was accepted.

How I would love to have this individual actually take the required testing in order to upgrade from Affiliate to RTA. Much like the subjects above, he can claim all he wants about how YTB didn’t address the few issues we’ve had concerning groups, he’s not going to upgrade until he correctly answers whether or not it’s proper for us as an RTA to accept cash payments on behalf of YTB.

My guess by the way, based on most of his misconceptions about our company, he’ll never be able to upgrade to an RTA. Believe me, that’s a good thing when it comes to the few bad apples ruining it for the rest of us.

Hopefully however, he’ll get a little lonely over on that blog like he did yesterday and actually want to join the rest of us over at the Travel Weekly Virtual Summit for this afternoons activities, forums, and trainings.

Who knows…we might FINNALY be able to get him to inquire about the $414.5 Million in travel sales he’s so up in arms about that Travel Weekly reported back in June.

Good grief…I hope so.

PS - If you're involved with YTB, sign up for our FREE Newsletter. As a Website Owner or Website Seller, we'll keep you up to date with all the latest news, acquisitions, and developments with YTB.

PPS - Subscribe to the Just Picture It Now RSS feed, (including e-mail) for all the latest posts and updates found right here!

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