Become a Home Based Travel Agent

An Interview with Julie Zadeh, CTC
Managing Director of Travel Trade Marketing
Hawaii Visitors & Convention Bureau

Julie Zadeh is a certified travel professional with leadership experience in creating both travel agent and online strategies to market Hawai‘i. Responsible for planning and managing Hawaii's travel trade initiatives with agencies, wholesalers, consortia partners and online providers in the U.S. and Canada. Prior to joining the HVCB in 2007, she worked with a major wholesaler as Director of Market Management for lodging in Hawaii for 7 years and spent 17 years as President and General Manager of a travel agency in Bellevue, Washington.

I recently had the honor and pleasure of speaking at the 2011 Travel Weekly Leadership Forum in Hawaii and thought an interview with Julie Zadeh would be timely and would encourage our readers to support this amazing destination.

As some of you may know, Tom and I have long-time roots in the Hawaii travel trade. We met in Hawaii many, many years ago where we were both escorting a Familiarization Tour for travel agents. Tom worked in management for Aloha Airlines and I was a sales manager for a prominent Hawaii tour operator.

Fast forward a few years and we married in Hawaii and formed our own Hawaii tour operation selling packages to the Islands, ONLY through travel agents, of course. So, needless to say we love the Islands and going there always has special meaning to us. Being able to see many old friends in the hospitality industry last month at the Leadership Forum was a thrill for me.

While I was there I met Julie Zadeh, Managing Director of Travel Trade Marketing for the Hawaii Visitors and Convention Bureau.

I asked Julie if she might share some of her insight and knowledge with us about what the HVCB is doing to promote the destination and how they support the travel agent community. She said yes, so here we go…Thanks Julie!

Joanie: Can you share with our readers a brief history of the HVCB and how it’s mission has evolved over the past 10 years or so?

Much has changed about the Hawaii visitor industry since May 14, 1902, when W. C. Weedon convinced a group of Honolulu businessmen to pay him to advertise the Territory of Hawaii on the Mainland. But one thing has stayed the same: Throughout the years, the entities that have promoted Hawaii to the world have also had to promote themselves to Hawaii.   

Despite the grumbling of powerful sugar planters, it was under the auspices of the Chamber of Commerce and the Merchants Association that the business of tourism promotion began.

Weedon's proposal was to collect $100 per month for six months of lecture tours, and a 'magic lantern' show. Pictures, then as now, could tell Hawaii's story better than anything except the recounted memories of people who had been here. Armed with his stereopticon and some tinted scenes of Hawaii, Weedon boarded the ship for San Francisco with "a realistic and truthful representation of those remarkable people and beautiful lands of Hawaii."

There had been some precedence for tourism promotion in 1892, in the Hawaii Bureau of Information. That effort fizzled, but when Hawaii became a territory, it drew adventuresome travelers in a tourism boom around the turn of the century. Hotels blossomed, including Waikiki's oldest surviving hostelry, the Moana Hotel, in 1901. There were reports that Los Angeles was anticipating a bumper crop of tourists for the winter of 1902. Competition had already begun. The plan was to persuade California visitors to go "a little farther" when they were out West, and see Hawaii, too.

The time was right! Due, in great part to the writings of men like Mark Twain and Robert Louis Stevenson, Weedon drew packed houses on the West Coast, and soon wrote back to the merchants: "At every point I go, I find people ready and eager to learn more of Hawaii." He urged them to provide, "some literature which may bear upon the advantages of our islands for rest and pleasure seekers..."   

Hawaii had nothing to send, but efforts were already underway to launch systematic tourism advertising. On July 19, 1902, the Merchants Association proposed a permanent tourism promotion bureau. By 1903 a source of funding had been secured--a share of the voluntary tonnage tax shippers levied after the plague to rat-proof the docks and later to create a public health emergency fund and to promote business.

That same year, the first Territorial Legislature debated tourism promotion for the first time--and rejected the Joint Tourist Committee's request for $10,000. Then Governor Sanford Dole backed the chamber's plea for reconsideration and $15,000 was approved for what became the Hawaii Promotion Committee.

Before the year was out, the new Alexander Young Hotel opened downtown, with the new tourism office in it manned by Edward Boyd, and about 2,000 visitors came to enjoy Hawaii's version of paradise, after advertisements promising perpetual spring and romance appeared in national magazines.

Julie: Members include hotel partners, wholesalers, suppliers, activity providers, and businesses across Hawaii. Anyone who can and does benefit from tourism into Hawaii is a likely candidate for membership. “Each one of our ohana invests in a better tomorrow by supporting HVCB's marketing efforts. Together, we are able to convey how special Hawaii is, not only to the people who live here, but those who take a bit of Hawaii home each time they visit. Let's show everyone what the Aloha State is really about. Become a member of HVCB today!” Here again is the official link: http://www.hvcb.org/membership/benefits.htm

Joanie: What is the difference between the HTA and the HVCB and what the relationship of these two organizations is today?

Julie: The HTA – Hawaii Tourism Authority is our client, & The HVCB – Hawaii Visitors & Convention Bureau is the contractor for marketing North America on behalf of the HTA.

For tourism, Hawaii's number one economic driver and the catalyst for many inter-related industries, a special Tourism Bill was passed by the 1998 Legislature. It established the Hawaii Tourism Authority (HTA) with dedicated funding at a more globally competitive level. Its purpose is to create a strategic vision and direction for tourism and implement the key initiatives for sustainable, social and economic benefits for all of the Islands of Hawaii.

By 1999, dedicated funding was a reality and the HVCB was ready for the "new economy" challenges and opportunities. Our marketing mission is to create sustainable, diversified, global, leisure and business travel demand for all of these Islands of Aloha.

The Bureau is uniquely qualified to serve the people of Hawaii as a publicly supported, private corporation whose singular goal is to showcase and celebrate Hawaii's diversity and aloha to the world; to encourage people to reawaken their senses and rejuvenate their spirit in Hawaii; and to return again and again.

HVCB is a vanguard organization. It is dedicated to creating a new 'Gold Standard' for destination marketing, and its primary product is the world's most-desired destination, Hawaii, the Islands of Aloha.

Joanie: What is the HVCB’s relationship to the travel professionals today and moving forward?

Julie: The HVCB places great value, respect and importance on the travel professional community. Our Travel Trade team is on the road throughout of the year with our Hawaii Road Shows, our market blitz programs, representing Hawaii at our wholesale partners and consortia partners conferences, trade shows, product launches and trainings. We conduct in-person Hawaii Destination training programs as well as webinars thru-out the year. Moving forward, we anticipate growing our support and increasing the number of Hawaii Destination Specialists across North America.

Joanie: Can you tell us what the Travel Trade Resource Center is all about and why should agents register to access this site?

Julie: The HVCB Travel Trade website at www.Agents.GoHawaii.com, is the travel professionals best resource for learning about Hawaii as well as trip planning and marketing Hawaii. The site provides access to just about any type of sales and marketing materials the agent may need. Travel Planners, sample itineraries, island maps, DVD’s, award winning video vignettes, flyers, shells, posters and much, much more. We’re consistently polling our HDS agents to query what they need and making changes and additions as needed. We’re constantly updating our Ke Kula O Hawaii – Hawaii Destination Specialist course as well as the island specific Papa courses.

Agents should register for many reasons, first is what I mentioned above, the sales and marketing materials that are all complimentary as well as the training programs. Next are the benefits to our HDS agents. Consumer referrals from our consumer’s site, in addition to all of the following:

As a graduate of the program you'll have access to an array of business-building benefits including:

     * Consumer Referrals
     * Printed certificate for your office
     * Exclusive HDS Webinar Updates
     * 1 Year Subscription to Hawaii Magazine with 1 Free Magazine for your Hawaii bound client
     * Continuing Education Credits from The Travel Institute
     * Use of the Hawaii Destination Specialist Logo for your website, stationary, etc.
     * Pre and Post Arrival Postcards (print and electronic)
     * Personalized Welcome Guidebooks sent to your clients prior to their departure and includes;
     * A personalized welcome message from HVCB’s president referencing your name, agency and your client's name
     * Your client's itinerary with their accommodation information, points of interest and maps
     * A listing of exclusive value offers from our HVCB members
     * Important travel information such as weather, ocean temperature, dress codes, phone numbers and a language guide
     * Special mention in our Expressly for Travel Professionals monthly e-newsletter

More on the consumer referrals, we’re again making changes to improve this process. We used to rotate 3 agent referrals per consumer inquiry on our consumer site www.gohawaii.com based on the zip code of the consumer. This fall we’ll be listing all HDS agents within the zip code query and the agents will be sorted by the level of training they’ve completed. So an agent who has passed the Ke Kula O Hawaii, all Papa courses and the island chapter masters programs will be listed on the top etc. This gives the agents control over their listing and where they’ll be displayed.

Joanie: Your destination training program is certainly robust and a great way for agents to learn more and benefit from that knowledge in many ways as you just mentioned. Julie, in your own personal opinion, why should agents take the time to engage in this program?

Julie: We all know that the better you know Hawaii, the better you can sell Hawaii. Our Ke Kula O Hawaii, (school of Hawaii) destination training program will give agents a great base of understanding the islands. The differences amongst the 6 individual islands that make up the Hawaiian Islands that are accessible to visitors are explored. We are continually updating the program to keep it fresh and relevant.

We also have our individual island series called our Papa certifications. Papa means class in Hawaiian. The papa series are the next level of island training that will provide agents with in-depth, island specific information. Insider tips and secrets to selling that specific island. There are 6 Papa classes, one for each island. We’ve even conducted our Ke Kula program for island based sales representatives and overwhelmingly we’ve heard how even the most experienced in the industry have learned new and relevant information on selling the Hawaiian Islands.

Joanie: Let's talk a little about Hawaii as a destination. How is the tourist traffic looking this year versus last?

Julie: Statewide visitors to the Hawaiian Islands are trending well. May 2011 marked the 18th consecutive month of increasing occupancy. We anticipate activity to remain strong through the second half of the year.

Joanie: That is great news! What do you think some of the rationale behind this comeback might be?

Julie: Hawaii appeals to many visitors in many ways, with the beauty of the islands, the diversity of its people and the abundance of activities to enjoy any time of year! For families, for honeymooners or romance, Hawaii offers unique cultural experiences found nowhere else. The islands offer a wide range of excellent accommodations, award-winning cuisine, exciting activities and world-class service with staggering natural beauty. Hawaii is a premier destination and a good value, it’s America, and it’s paradise.

Julie: I felt a connection to Hawaii from my very first visit in 1979. I was a travel agent on a fam trip and I'll never forget that feeling of paradise found. I was married in Hawaii and have brought my children to Hawaii many times throughout the years. As many times as I've been to Hawaii, I constantly find new experiences that surprise me and make me continue to be amazed by all Hawaii has to offer.

Joanie: Thank you so much for all of this terrific information for our readers and for taking the time to share your insight. Aloha and Mahalo!

Joanie Ogg CTC MCC
Joanie Ogg Marketing Group
Editor

Joanie Ogg is a thirty-five year veteran of the travel industry and has been involved with the independent contractor evolution since 1988. She is the principal of Joanie Ogg Marketing Group, which specializes in consulting and speaking on the topic of Home-Based Travel. She also provides marketing and sales for wide variety of products under the umbrella HomeBasedTravelAgent.com.

A demonstrated industry leader, Joanie most recently served as the President of the National Association of Commissioned Travel Agents (NACTA) and TravelSellers. She and her husband Tom acquired NACTA in 1996 and sold it to The American Society of Travel Agents (ASTA) in 2000. Joanie’s tenure in the travel industry includes owning and operating one of the first successful host agency models. She has owned and operated several storefront travel agencies (both commercial and leisure), as well as a Hawaii wholesale tour company.

Her decades of success have garnered her numerous accolades over the years. Her accomplishments have been recognized by receipt of two Lifetime Achievement Awards from major trade groups, being named as one of the “100 Most Powerful Women in Travel” by Travel Agent magazine on several occasions, voted as “Travel Agent of the Year” by the readers of Travel Trade magazine, and has been recognized by many other industry organizations throughout her tenure in the industry. In 2008 Joanie Ogg was inducted into the CLIA Hall of Fame, an honor held by some of the most influential executives in the travel industry.

Joanie is a Master Cruise Counselor (MCC) and a Certified Travel Counselor (CTC). Joanie has co-authored two popular travel industry books for cruise specialists and home-based travel agents and has authored hundreds of travel trade articles. She has inspired tens of thousands of travel agents attending her presentations at trade events, cruise seminars, international trade gatherings and numerous local educational venues throughout the United States. With a time-honored background and forward-looking vision, she is often featured as a speaker at many of the travel industry’s major conferences and events. Joanie’s speaking talents are widely sought as a travel industry emcee by the most recognized travel organizations. She has emceed such events as Cruise-A-Thons, ASTA’s CruiseFest, The Trade Show, The Travel Institute Forum and all of NACTA’s National and International Conferences.


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