| Many people who become home-based travel agents | | | | a fly-drive vacation. |
| are immigrants to the United States. Many of them | | | | Another possibility is to suggest that folks extend |
| want to service their own community. That's a | | | | their trip "back home" to take in nearby sights. Family |
| worthy goal. But is it a sound basis for a business | | | | in India? Why not visit Nepal and the Royal Chitwan |
| plan? | | | | National Park? Family in Vietnam? Why not visit |
| What we are talking about here is something known | | | | Angkor Wat in neighboring Cambodia? Family in the |
| in the travel trade as "the ethnic market." The good | | | | Philippines? Why not visit Taiwan or Hong Kong or |
| news is that it is a large market. The bad news is | | | | Hawaii? |
| that the competition is fierce and the margins are | | | | You can sell a lot more than an airline ticket. |
| slim. | | | | Target members of the second-generation and their |
| Most of the business is in international airline tickets | | | | families. Their memories of "home" may not be as |
| for people visiting relatives back home and they are | | | | powerful as those of their parents; and they may |
| looking for the absolute lowest price. Bottom line: | | | | have kids who are completely "Americanized." For |
| There's not a lot of money to be made. | | | | what it would cost that second- generation family to |
| That's why those who find themselves in this | | | | visit grandmom, they could take the kids to Disney |
| situation should think outside the ethnic box. | | | | World. |
| As ethnic enclaves mature and prosper, people begin | | | | And who says you can only sell to your own ethnic |
| to have different priorities. The ties to the "home | | | | group? If you know your home country well, you |
| country" inevitably weaken and as immigrants | | | | should be able to establish yourself as the "go-to |
| prosper they have more and more disposable income. | | | | guy" for anyone, regardless of their ethnic or cultural |
| Sure they might want to go back to the home | | | | heritage, who wants first-rate guidance on tours to |
| country once a year, but there's nothing to prevent | | | | your homeland. |
| them from taking a second vacation somewhere else. | | | | And who says you can't sell anything to anyone? |
| You have an opportunity to be something of a | | | | Who says a Pakistani can't sell Seamus O'Reilly an |
| "success ambassador" to the community, offering | | | | escorted tour to Ireland? |
| people a chance to reward themselves and their | | | | The more we reach out to each other across ethnic |
| families. | | | | boundaries (which really aren't "boundaries" at all), the |
| Why not promote the idea of having family in India | | | | stronger this country will be and the better human |
| or Vietnam or Taiwan, meet their American relatives | | | | beings we will all be. |
| in Australia, or New Zealand, or Hawaii for a cruise or | | | | So if you are caught caught in an ethnic box, spread |
| a resort vacation? What a great way to show off | | | | your wings. |
| how well you're doing in your adopted home! | | | | Remember that one of the secrets to success as a |
| Remember, too, that the "home country" has a lot | | | | home-based travel agent is not to do exactly what |
| more to offer visiting immigrants than grandparents | | | | the storefront agencies are doing. |
| and cousins. | | | | If people in your ethnic neighborhood are not talking |
| On a trip to Greece some years back, I was struck | | | | about cruising, maybe it's because no one is offering |
| by how many Greek-Americans I met who were | | | | cruises to them. You might be surprised at how much |
| touring their homeland for the first time, a luxury | | | | "pent up demand" there is in your community for |
| they couldn't enjoy when they lived there. These | | | | travel opportunities above and beyond a cheap ticket |
| people are excellent candidates for escorted tours or | | | | to the "Old Country. |
