One of the best parts of being in the Tourism industry for many years is the people I meet. Our industry has an endless list of talented, hardworking, fun-loving and creative professionals. I decided to interview my friends and give you a peek into their lives and careers. Feel free to ask questions in the comments section, and I will follow-up with the guest interviewed.
This week we hear from my friend Lori Scott of the International Spy Museum in Washington, D.C. I have known Lori for years – she is someone I reached out to regularly to see if she was noticing the same visitor trends I was. And she is part of the ‘road family’. That group of tourism professionals you see more than your own family at certain points in the year!
Tell us a bit about how you got started in the tourism industry.
Years ago I was a Sales and Marketing Manager for a restaurant group with multiple locations across the country. My responsibility was to build group sales for a location in Virginia, focusing on the corporate and social markets. One day, while out on a sales call, I noticed a motorcoach dropping off a group at a nearby hotel. I immediately asked myself, how can I get them into my restaurant? In my eyes they were no different than the corporate market, but how do I reach them? So, I contacted my corporate Sales and Marketing team to gain some insight and to my surprise, I learned it had never been something considered or sought after.
Still wanting an answer to my question, I started with a bit of research which guided me to my CVB, Visit Fairfax, and to a veteran in the Tourism industry, Kathy Pelino. She was excited to share her knowledge and expertise about the Tourism market and coached me on how to go after it. Knowing this could be a game-changer for not only my location but others, I shared the possibilities this untapped market could provide and the vision of how to go after it.
With support of my Regional Director, who believed in my vision, including others from across the company, it quickly lead to launching a new found sales initiative they asked me to spearhead; market and sell to the group tour and travel segment, not just with my location, but with multiple locations in tourism rich destinations.
Shortly thereafter I was moved to the Washington, DC location, a destination not short of tour and travel groups. After only a few months, and having a handful of locations ready, I attended my first ABA. Though parts of that very first tradeshow are still a blur, I remember the captivating energy in the air and the excitement after, as I made my first sales in this industry.
What is your current job and what are your primary responsibilities?
For over six years, I have been with the International Spy Museum, in Washington, DC. Overseeing the sales and marketing of the Tour and Travel segments, my responsibilities range from serving as the contact for all travel planners visiting the Museum to contracting and servicing all group and FIT contracts and reservations, to representing the Museum at conventions and tradeshows.
My position, and responsibilities (which I call amazing opportunities), vary daily. Some days I travel and meet people from across the globe, building lasting relationships and friendships. Other days, I get to assist partners in itinerary building, directing them to the Museum or referring them to other attractions and experiences in a city I’m proud to call home. Most importantly though, each and every day, I get to be a part of an industry that creates experiences and lasting memories for others.
What are some of the changes you have seen since you began your career?
There are so many but two that come to mind, which are entwined, are the desire of the consumer to see and experience more and the role technology has played in it.
We all know that the consumer wants more than a vacation, they want to explore and have experiences. Technology, and its many applications, has opened the door to the world for the traveler to find it. It has given them the ability to become their own travel expert, arming them with the knowledge and tools needed to inspire, research, plan and purchase their entire trip, all from their laptop or mobile device, at any time and from anywhere.
Just looking at some of the marvelous tools and the success and impact both have had on our industry in just the past 15-20 years is immense. Booking Platforms, OTA’s [Online Travel Agencies], Travel Apps, Social Media, Bloggers, the list goes on and on. The two of them, the consumer and technology, are so deeply entwined, and in most cases drive each other to continue to evolve. In my opinion, we’re only beginning to see the changes and impact they have together on tourism.
What tourism trends are you seeing that will impact your job and how you work in the next 2 years?
It’s all about the Experience. It’s no longer about going to a must-see destination or sitting somewhere relaxing. I’m been seeing, as we all have, the ongoing decline of the “standard” year-after-year, same destination with the family excursion. What I am seeing more of is an emphasis and shift to a “One and Done” mentality for destinations.
Those destinations, less known and traveled to, are more sought after because of the experiences they offer and the ability to be immersed in them culturally. Slipping in their importance, are the iconic destinations where the only thing you are immersed in is a sea of other tourists.
In the next year or two, I foresee smaller Destination Marketing Organizations, expanding their Partnership and Alliances Departments, by implementing a liaison who works with their community, not just their members, to educate them on this demand for experiences and assist those businesses in creating them.
From this experience, the consumer wants it to be Transformative, Emotional and Memorable, and for it to provide a Connection in some way. That’s a tall order and as a Salesperson, I will need to be more creative and think outside the box in not only my product development but also know what that product can deliver as an experience. This trend may lead to the opportunity to partner with others in the community, and not just the iconic must-sees, thus providing a unique experience only found in my destination.
It’s vacation time – where do you go?
I’m a huge fan of the outdoors, especially our National Parks. There is always some outdoor element in my itinerary such as hiking or kayaking which offers me the opportunity to get back to nature and “disconnect” from the world.
What I love most are multi-destination vacations, where I fly into a city I’ve never been and then travel by car, going from destination to destination, exploring along the way and experiencing both the iconic sites as well as those hidden, local gems.
What is your favorite app and tell us a bit about it?
TripIt.
I travel often, sometimes planning multiple trips simultaneously, and trying to recall every reservation, and which trip they belong to can sometimes be daunting. This app is like having my own personal travel assistant. It keeps each trip’s reservations and appointments organized and in a format that is both easy to read and follow.
Plus, if I don’t have cell service, I can still access it in real-time. It sends me flight or travel alerts and navigation options when going from point to point, thus keeping me on time and from getting lost along the way. Another nice little feature, are the maps it provides at each airport, helping me to find the nearest Starbucks.
What is your favorite tradeshow and why?
If you are looking for a trade show that ticks all the boxes, I highly recommend ABA. It was my first trade show and I haven’t missed one since.
No other trade show has provided me with such a consistently strong ROI. The number of quality appointments, with some of the top tour operators in the industry is unmatched and has always resulted in strong sales and growth for me and those I represent.
It affords endless opportunities to network with fellow colleagues in the industry. It fosters and provides a welcoming environment, and one of collaboration and sharing of ideas and insight. It’s a trade show at which I have made countless connections and lasting friendships throughout the years.
During the trade show’s schedule, engaging educational seminars and workshops are available and after the show, the organization also provides the opportunity to advance your knowledge and education in the industry through their Certified Travel Industry Specialist Program-something I found valuable and am proud to have acquired three years ago.
What advice do you have for someone just getting started in the tourism industry?
Get out and network as much as you can and partner with as many as possible!
The most important partner you can have is your DMO or CVB. Become a member and get involved. Participate in Sales Missions, Familiarization Tours and Partner Programs and discover all the ways available to become more involved.
Next, partner and collaborate with other businesses in your area involved in Tourism. This includes your competition! The more you collaborate and learn from others, the more knowledgeable and successful you will be in this industry.
Lastly, don’t just market and sell your business, sell the destination too. The stronger the destination, the stronger you and your business become. It’s a team effort.
How can I help you succeed in 2020?
- Are you looking to increase your Chinese visitors this year? Then you need to check out my China Sales Mission Program, which is just getting started. After this course, you will be ready to reap the benefits of this key market. Click on this link to learn more.
- DMOs: Let’s talk about my Online Training program for your partners! Every month I present on a topic that will help increase your partner’s professionalism and understanding of this industry.
- Looking for help in creating a Strategic Sales plan for your attraction? Reply to this email and let’s chat. I take one new client per quarter and am open the second half of the year. I would love to work with you!
- Hire me to speak at your tourism conference or event. Reply to this email and I will follow up. Have I mentioned that I have set a goal to speak at all 50 State Tourism conferences? Can you refer me to your conference planner? I would appreciate that!
- Schedule a free 15-minute call with me, or schedule a 1-hour call for a more in-depth discussion about your 2020 plans.
- Check out my Free Resources section at The Tourism Pro Academy!