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Education resource for the group travel supplier


Thursday, 17 May 2012 13:20

Juggling the Irons in Your Fire

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Spring is a time for growth and new life, and we’re experiencing that here at Serendipity Media! We have new products launching online and in print, we're constantly switching gears with others, while at the same time maintaining and updating things that we've published for years. Needless to say, we have a lot of irons in the fire.   I’m sure you know what that feels like—and you know what it feels like to feel almost out of control. It’s at those moments you need to have a plan to make it all work.
Thursday, 10 May 2012 09:18

Leadership and Emotional Response

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What makes a good leader? Most often people answer this question with traits or qualities, like someone who motivates, inspires, challenges, has knowledge, and power. But, what makes someone a good leader isn’t about the qualities they possess—it’s the emotional response they evoke in people. I recently attended a local event where I had the pleasure of listening to a presentation from Betsy Myers. If you’re not familiar with her, Betsy was a senior official in the Clinton administration and was the senior advisor to Barack Obama’s 2007–08 presidential campaigns. Her expertise in leadership and women’s initiatives is quite extensive.
Wednesday, 02 May 2012 14:16

Crisis Management in Today’s Social World

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An article was forwarded to me from a colleague about crisis management. Unfortunately, in the last month there have been incidents that required tour companies and attractions alike to dust off their crisis management plans and put them into action. I’d like to assume you have a plan, but if you don’t, stop reading this and get one. If you do have a plan, when was the last time you really evaluated it? Does it reflect a communications plan that includes social media? Does it reflect the needs of the media/communications today?
Thursday, 26 April 2012 13:14

Is Pinterest Right for Group Marketing?

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Pinterest is the fastest growing social network today. According to HubSpot, it’s rated as the number-five social networking site and ranks ahead of LinkedIn and Google+. This statistic alone is making marketers dive in and find ways to use it for promotional purposes. While this may be difficult for some industries, it’s easier for tourism professionals. Why? Pinterest is a site designed to share your tastes, interests, and desires with imagery and video. And, destination marketing is best shared through just that.
Thursday, 19 April 2012 09:28

Tulip Time with No Tulips?

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Since 1929, the Tulip Time Festival has celebrated Dutch heritage with a ten-day festival that highlights the city and its spectacular display of tulips. Group travelers flock to Holland, Michigan, in May to experience events such as parades, shows, attractions, and, of course, the viewing of the tulips. As with any festival, Mother Nature plays her role in the weather and the quality of the tulips. But this year, things will look very different during Tulip Time—the tulips will be nowhere in sight. Thanks to Mother Nature, the Tulips are in full bloom as I write this blog in mid-April.
Wednesday, 11 April 2012 15:14

Are You Smarter Than a 5th Grader?

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Do you ever feel like you are floundering in the cyberspace world? It so easy to get lost in Facebook, Twitter, blog’s, websites, and YouTube. When I attend technology seminars, I hear, “If you don’t have a Facebook, Twitter, or Pinterest account, you aren’t up with the times.” I’m still trying to figure out ways to gain Facebook and Twitter followers, let alone Pinterest.
Thursday, 05 April 2012 08:27

Don’t be Victim to Learned Helplessness

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A couple days ago, I was attending the National AfterSchool Association’s national conference and heard the best keynote speaker I’ve heard in a long time. While his presentation was a geared toward the afterschool professional, his message resonated with me in several ways because it could apply to just about any industry.
Wednesday, 28 March 2012 09:28

Co-op Marketing – Is it right for you?

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Group Travel is all about the destination as a whole. Operators view your offerings collectively, which is why cooperative marketing makes sense for a lot of destinations. Amy Spain, executive director of the Snohomish County Tourism Bureau finds cooperative marketing to be very effective for their limited budget and offers some good advice on making it as easy as possible!
Wednesday, 21 March 2012 11:49

Marketing Group Travel – Making Wise Choices

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Have you ever wondered how to effectively market to the group travel industry? Marketing in general has changed substantially over the years, and navigating the options and selecting the right choices can be a daunting task. Tour operators are inundated with information and standing out is critical to your overall success. So, how do you do it?
Not all group travel destinations have world-class museums, Broadway performance venues, a magnificent mile, amazing dining experiences and more. But what they do have are many of the same issues that all group travel destinations face. Joleen Haran is a veteran Assistant Tourism Director with the Chicago Convention and Tourism Bureau, and faces the same challenges that all destinations face from tracking, educating her members, the economy, and selling several different markets at once. Her experience handling these issues is a lesson every destination can learn, no matter how large or small.
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