Did you look at the yellow folder that came in the mail from ASTA Headquarters?

If not, take the time to glance at the wealth of advertising slicks. You don't advertise in the newspapers, you say? Keep looking, there are slicks for ticket stuffers and a couple for those business cards ads that every organizations seems always to want.

PS - "Without a travel agent, you're on your own"

Chris Kaufman
President, Pacific Northwest Chapter

I have been reading a good many articles lately about travel agencies and the Internet. I am finding, that depending on the source, these articles can be as conflicting as night and day.

On the one hand they say that travel agencies are doomed. That we, stockbrokers, insurance agencies, car dealerships, shopping malls and myriad other brick and mortar entities will go the way of buggy whip factories. That we will simply disappear because people can buy faster and cheaper on the world wide web.

On the other hand I read articles that say people need and want a personal touch which the Internet cannot replace.

I think the truth lies somewhere in between. To begin, buggy whips are a product. Products go out of style or become obsolete. What we sell is a service. Service does not become obsolete.

Lower prices are a very important factor. They weigh heavily in the equation and are definitely a consideration in almost any transaction. But history shows that people tend to get the most they can afford and that includes both comfort and convenience. People will go where they feel wanted. What's that old line from the television show Cheers? "I want to go where everybody knows my name". Also, we have to look at the fact that our customers have been willing to pay service fees to us when they can buy more cheaply by going direct or using the internet.

There is no question that this marvelous new means of communication will have a great effect on everyone who is in a retail business. Exactly how great is still unknown because the system is still evolving, but it is certainly a growing part of our marketplace.

One way you might judge how this whole thing will play out is to think of your own wants and needs and likes and dislikes. For some things don't you shop from catalogs or on the phone? For other things don't you go to specialty shops or department stores? Isn't it logical that as time goes on you will look to the Internet for some goods and services? But don't you also think that you will still want to try on some of the clothes that you buy or have some personal help in several other areas?

It is my humble opinion that we will continue to use, at one time or another, the many different resources we have at hand to satisfy our needs and wants. I think that when the dust has settled that the Internet will be integrated as an important addition to these resources, but certainly not a complete replacement.

I think that we as traditional travel agents can continue to do business as we always have done by cherishing our customers and building their trust by serving them well. But in addition to this I think that in the long run we are going to have to choose a niche and become proficient web site marketers. I think that if we can successfully combine a bit of both the old and the new that we will do well as we move into the years ahead.

Bud Gillison
Director, Area 10