Live From ASTA: The Value of Networking
by Stephanie Lee /Guest columnist Stephanie Lee of Host Agency Reviews writes a monthly column on issues faced by travel agents who work from home.
I’m writing this from Los Angeles, where I’m attending ASTA’s THE TRADESHOW. I once lived in this city, but I hadn’t been back in 10 years, so I was excited on multiple fronts. I’ve visited the Griffith Observatory, taken a lot of (accidental) excursions to parts of the city where only lost tourists end up.
Most importantly, I’m here to meet with and learn from my peers.
Last night, 15 of us gathered for dinner. We came from all walks of the travel trade. There were some from the vendor side of things, some air experts, a handful who love honeymoons. There were others who specialize in concierge services or who work in travel agency management.
There were friends, familiar faces and some new faces – each with the kind of industry experience I love hearing about.
Learn by listening
I find networking within the industry key, not because I’m out to push my agenda, but because I learn so much from listening. I learn how others run their agencies, how they market, the vendors they use. In the end, learning from others helps me do my job better.
If you’re a home-based agent, by default you are more isolated from colleagues than other travel industry professionals. I think this translates into your gaining greater-than-average benefits from industry networking. While it’s important to get your name out in front of clients and potential clients, it’s also important to connect within our industry.
I know, attending meetings across the country can be expensive. After you add up the flights, registration, food and hotel it can make a heart quiver with anxiety. (Plus, if you rent a car, like I did, the gas costs from driving in circles before you think, “Hey, it might be possible the GPS is wrong,” – well, those can get expensive too.)
Affordable networking
If you’re new to the travel trade, attending a national meeting, trade show, etc., is a big commitment for your first foray in to industry networking. But, I won’t let you count out industry networking altogether.
Fortunately, there are lots of inexpensive opportunities on your home turf for meetings of the brains. ASTA, NACTA and OSSN all have local chapters whose events you can attend.
You can also take part in, or arrange, informal meet-ups with travel professionals in your area. I get together with a group of travel agents in Minneapolis. Every month, we talk about life and business and share ideas. (Plus, it’s a fantastic excuse to go out and eat good food.)
Investing in you
Cost still worrying you? First word of advice: Look beyond the bottom line. If you’re expanding your knowledge and building relationships that open doors for you, you should look at it as an investment in you and your business.
Still not sold? Don’t forget that business meetings and most of the associated expenses are tax-deductible.
Online alternatives
Even if you don’t live in a metro area, you’re not off the networking hook. If you’re on a budget and live in a rural area where there’s not another travel industry professional within 200 miles, there are options for you too.
Industry veteran Tom Ogg created the Travel Professional Community – a vibrant online gathering where of agents exchange ideas and network. It doesn’t cost you dime.
If you happen to hit it off with a few agents in the Travel Professional Community, you can take it the next step and arrange virtual monthly meetings with your peers. Skype and Google Hangouts make it easy to participate in virtual travel industry groups that meet monthly.
The real bottom line
The cost to network with your peers online? Free.
The knowledge and relationships gained from virtual and in-person industry networking? Priceless.
Former host agency director Stephanie Lee operates Host Agency Reviews, which features agent reviews of host agencies and tips for starting and growing a travel agency. As a new home-based business owner, she understands the challenges of self-employment. Connect with Steph on Facebook, Twitter or Google+.