CTA Vocab Flashcards
Profession
An occupation requiring a specialized body of knowledge.
Professional
People who earn living by practicing some skill or engaging in some activity that requires expertise.
Professionalism
People who have the willingness to give those standards and the client’s intresest priority over personal considerations, and who possess the skills and knowledge to perform their jobs with expertise.
Card Mills
Organizations that sell travel agent identification cards to the general public under the guise of bona fide employment in the travel industry.
Hidden-city Ticketing
An unethical ticketing practice, in which a client wants to go to city Y buys a ticket for a flight from city X to city Z with a connection at city Y because the fare for a ticket from city X to city Z is less than the fare from city X to city Y. The client actually ends the trip when the plane lands at city Y.
Doublebooking
Booking two reservations for and individual at the same time. This is unethical.
Excellence in Service
Ensuring clients have our best efforts and customized products of the highest quality before, during and after a transaction.
Honesty and Integrity
To exhibit ethical, truthful, and honorable behavior and to exercise good judgement.
Passion
To love what we do and to inspire excitement in our clients.
Commitment
To be loyal, dedicated, and devoted to our clients, the organization, the community, and the profession.
Individual Responsibility
To hold ourselves accountable, to deliver what we promise, and to own up to our mistakes.
Efficiency and Accuracy
To do things correctly the first time and without wasting time, effort or resources.
Communication
To respond quickly, accurately, and honestly to clients, vendors, suppliers, supervisors and coworkers.
Currency and Knowledge
To constantly research current trends, methods, and destinations to best serve the client and the organization.
ASTA
American Society of Travel Agents
NTA
National Tour Association
Time Log
A record of what you do and how long it takes you to do it.
A-B-C Method
Label System -
A - Needs your attention now and must be done by the end of the day.
B - Items that an Be Done Later, if need be. Can be postponed, but not for too long.
C - Can wait without creating too much adversity.
Tickler Files
Files that remind you to do something. They help you stay alert and on top of things.
IATA
International Air Transport Association
Back-to-Back Ticketing
An unethical ticketing practice in which clients buy two round-trip discount tickets for less than the cost of one round-trip ticket at full fare, thus circumventing certain restrictions on the discount tickets by rearranging departures and returns.
Ethics
Moral principles of right conduct.
Informal Research
Any type of fact gathering short of a formal, controlled survey.
5 Cs of Effective Business Writing
Conciseness Clarity Completeness Courtesy Correctness
Conciseness
Principle of business writing that means writing the message in as few words as possible.
Clarity
The ability to write clearly. Clarity can be improved with effective use of language and presentation.
Completeness
Presenting all the facts your reader will need to understand and respond to your message.
Courtesy
Principle of business writing that means including remarks in your writing, showing consideration of your reader’s interests and feelings.
Correctness
Ensuring that what you’ve written is accurate.
Editing
Cutting or rearranging of the text, for final presentation.
Proofreading
The process of checking what you’ve written for changes or corrections that need to be made.
Netiquette
Etiquette rules concerning the proper, professional, and polite way to communicate with people online.
Emoticons
Ways to inject emotion or personality into your online messages. Used to express feelings.
Electronic mail, has become the most common mode of professional communication.
Report
An orderly, objective message to assist in decision-making or problem-solving. Preparing a short report is generally a five-step process.
Direct Order
A report written that begins with the most important information - usually the conclusion and perhaps a recommendation.
Executive Summary
A special kind of short report that condenses a complex or lengthy subject into one concise page that may be attached to the complete report.
Request for proposal
The RFP describes a problem to be solved and invites respondents to present their proposed solution.
News Release
An organized method to disseminate news about your business.
Inverted Pyramid
A style of writing in which key facts are up front, generally in the first paragraph, and sometimes in the lead sentence; supporting details follow in decreasing order of importance.
Hook
Catchy leads in articles to pull the reader into the story.
Copy
The written component of various marketing communications, such as brochures and advertisements.
Tone
The attitude you convey about your written message.
Core Service
The products or services that you offer your customers. Core service is your reason for being in business.
External Customer
The person from outside the business who comes to the business to buy the products or services offered.
Focus Group
A small group of customers gathered together with a trained moderator to discuss a particular issue.
Internal Customer
Anyone inside the organization who depends on you in order to get their job done.
Moments of Truth
Brief opportunities that occur during a customer encounter when you have a chance to leave a lasting impression with that customer.
Upselling
Upgrading or converting the client to a more expensive or inclusive version of a product or service, for example, an outside rather than an inside cruise stateroom.
Value-added Service
Service that exceeds the expectations of your customer and enhances the perceived value of doing business with you or the company you represent.
Acknowledge
Listening technique used to show customers that you value what they are saying.
Benefits
The positive results provided by travel products, as perceived by the customer.
Clarify
Listening technique used to get more information about your customers’ needs.
Close the sale
Successfully lead a customer to a buying decision.
Closed questions
Questions that invite precise, brief answers, usually in the form of “Yes” or “No,” such as “Have you been to this destination before?”
Confirm
Listening technique used to check your understanding of the customer’s needs.
Cross-selling
Offering extra products and services that go beyond a core product, such as a rental car with an air ticket.
Customer-focused selling
The sales approach in which salespeople act as consultants whose knowledge, skill, and motivation will lead buyers to purchase decisions that best suit their needs.
Features
The inherent characteristics of a travel product.
Jargon
Specialized terminology used by people who share a similar profession, such as travel.
Lead
The initial point of contact that directs you to new prospects.
Open questions
Questions that encourage people to talk, such as “What did you have in mind?” or “How have you enjoyed traveling in the past?”
Preferred Suppliers
Travel providers that have negotiated extra commission rates with your agency based on attainment of sales objectives.
Probing
Asking questions to delve deeper for more information.
Prospecting
The process of finding new customers or identifying prospective purchasers.
Qualifying
The process of asking thoughtful questions and listening for key responses to determine the customer’s travel needs.
Sales cycle
A series of inter-related steps that describes the sales process.
Situational Selling
The sales technique that requires skilled sales professionals to adapt the steps of the sales cycle appropriately to both satisfy the customer’s needs and keep the process moving toward a buying decision.
Trial Closing
The technique of asking questions like “How does that sound?” or “Will that work for you?” throughout the sales process in an attempt to gain your customers’ agreement and moving them closer to the close of the sale.
Value
The relationship between price paid and performance received or benefits perceived.
Value-added
Additional services or products that support or enhance the travel experience to make it more convenient for the customer.
Active Listening
The level of listening that requires our highest degree of involvement; listening to help others by using verbal and nonverbal responses to express empathy for the speaker; listening for feelings and emotions.
Ambushers
Ineffective listeners who cannot wait to jump into the conversation to disagree with the speaker.
Amiable
A communication style characterized by friendliness, cooperation, and patience.
Analytic
A communication style characterized by seriousness, logic, and precision.
Body Language
Nonverbal body actions such as gestures, body movements, facial expressions, eye behavior, and posture.
Bypassing
A communication error that occurs when people interpret words or phrases differently.
Closed Questions
Questions that limit the role of the person answering by seeking a brief answer such as “yes” or “no.”
Connotative
Meaning that is subjective and emotional, like the definitions that exist in the perceptions of our listeners.
Defensive Listeners
Ineffective listeners who take practically everything someone else says as a personal attack.
Denotative
Meaning that is objective and abstract, like the definitions that exist in the dictionary.
Driver
A communication style characterized by independence, efficiency, and decisiveness.
Empathy
The ability to imagine another person’s point of view, to project yourself into another person’s situation in an effort to understand his or her thoughts and feelings.
Evaluating
The third stage in the listening process, in which we weigh the content of the message, sort fact from opinion, and render a judgment of the value of the message.
Expressive
A communication style characterized by enthusiasm, humor, and liveliness.
Feedback
All the verbal and nonverbal messages that we send out in response to our partners’ communication; any message, intentional or unintentional, sent by the listener to the speaker.
Hearing
A purely physical phenomenon in which sound waves are received by the eardrum.
Insensitive Listeners
Ineffective listeners who take everything they hear literally and ignore the tone of voice used by the speaker.
Insulated Listeners
Ineffective listeners who hear only those messages that are pleasant, while blocking out messages that are negative or unpleasant.
Interpersonal Communication
The exchange of messages and meaning between two people.
Interpreting
The second stage in the listening process, in which we assign meaning and importance to the sounds that we hear.
Intimate Distancing
A speaker-to-receiver zone from 0 to 18 inches that is typically reserved for those whom we know well.
Jargon
Specialized vocabulary used by people who share a similar profession.
Listening
A deliberate, mental process in which the physical messages are interpreted and understood by the person who receives them; psychological process in which meaning is assigned to what is heard.
Netiquette
Rules governing the proper, professional, and polite way to communicate with people online.
Nonverbal Communication
All the kinds of human responses not expressed in words.
Open Questions
Questions that attempt to evoke a complex response that draws on the knowledge and experience of the person answering.
Paraphrasing
Restating for the speaker what you believe is the essence of what has just been said; to reword the meaning of what was said.
Perception
The way in which objective data are interpreted by individuals.
Personal Distance
A speaker-to-receiver zone of 18 inches to 4 feet that represents the most common distance for communication in the workplace.
Public Distance
A speaker-to-receiver zone of 12 feet to limit of sight that is appropriate for public speaking situations.
Responding
The fourth stage in the listening process, in which we take action as a result of the message.
Selective Listeners
Ineffective listeners who hear remarks only of obvious interest to them and filter out those messages that are not of instant relevance.
Selective Perception
The process of seeing what we want to see and hearing what we want to hear.
Sensing
The first stage in the listening process, which occurs when sound waves reach our ears and we become aware that someone is trying to communicate with us.
Social Distance
A speaker-to-receiver zone of 4 to 12 feet that is usually used for impersonal message exchange.
Uptalking
Occurs when we end our sentences in a higher pitch, as if we are asking a question.
Verbal Communication
Human responses expressed in words.
Verbal Disrupter
Words or phrases tacked on to the end of statements that disrupt the flow from one thought to the next.
Verbalized Pause
Occurs when you fill the natural pauses in your speech patterns with sound.
Conflict
A set of divergent aims, methods, and behaviors.
Effective
Describes a person who is doing the right things.
Efficient
Describes a person who is doing things right.
Goals
Statements of specific, measurable results to be achieved in accomplishing the objectives.
Leader
One who influences others to achieve a vision.
Mission
The reason or purpose why an organization, department, or project team exists.
Network
A supportive system of sharing information and services among people and groups with common interests.
Nominal Voting Technique
A structured approach, without much discussion, that narrows a list of options, resulting in the selection of one or more choices.
Objectives
Broad statements of a desired future condition based on what needs to be achieved.
Pareto Chart
An analysis tool used for separating the few significant factors from the insignificant many.
Strategies
Descriptions of specific tasks required to accomplish goals.
Synergy
The interaction of two or more people or teams so that their combined results are greater than the sum of their individual efforts.
Tasks
Work assigned or taken on as part of one’s responsibilities.
Team
Any group that is committed and organized to work together to achieve a common purpose.
Trend
The general direction in which something tends to move.
Values
A deeply held set of beliefs that guide organizational behavior.
Behaviors
The way people act.
Discretionary Time
Time that is under your control and is needed to work on important goals.
Functions of management
Planning, organizing, directing, and following up.
Good communication
Occurs when the sender and receiver of a message have a common understanding of the message sent.
Pareto Principle
States that 80 percent of the work gets done in 20 percent of the time.
Parkinson’s Law
States that work expands to fill the time available for its accomplishment.
Planning
A predetermined course of action.
Scheduling
Deciding when to do things.
Summarizing
Playing back, in your own words, all the major points that have been covered.
Acquiring bank
The bank with the relationship with the merchant. The bank acquires—or accumulates—the credit card purchase slips for processing into the payment system.
Address Verification System (AVS)
An additional security feature that indicates that the person presenting the card also knows personal information about the cardholder, such as the home billing address for that card.
Approved-to-travel list
A list provided by a company detailing the employees who are approved to travel using the company’s payment arrangements.
Auditor’s coupon
The last copy of an airline ticket.
Authorization code
The indication from the credit card company that the card is in good standing and has not been reported stolen and that the amount is not over the credit limit.
Card validation code
A three-digit security number in italics is imprinted in the signature panel for MasterCard, VISA and Discover. The American Express card number is printed on the face of the card and contains four digits. It is generated with a mathematical algorithm to match only the account number of that card. When someone is able to give this number, it proves that he or she has the card in hand.
Chargeback
An amount that is charged back through the system to the merchant. Generally, the bank notifies the merchant with a debit memo, which deducts the amount of the transaction from the merchant’s account.
Computer reservation system (CRS)
The computer system used to make reservations; either the general system used for airlines or a particular system used by the agency.
Credit card
A plastic card issued by a bank or credit card company to its client with an account number specific to that client. The bank or credit card company promises to pay for the purchases made by the client with that card, provided the merchant verifies that the card is in good standing.
Credit card associations
Associations (such as MasterCard and VISA) comprising all member banks (both acquiring and issuing banks). The association authorizes, clears, and settles credit card transactions. The association also is responsible for supporting the card trademarks, including legal, marketing, security, technical, and administrative efforts.
Credit voucher
A document that reverses a charge made by a client.
EMV
A global standard in which credit cards carry computer chips that cut down on counterfeiting.
Fraud
An act or statement that attempts to deceive, trick, or cheat.
Issuing bank
The bank with the relationship with the customer. It “fronts” money for purchases immediately back to the acquiring bank and then to the merchant, and subsequently collects the money from the customer.
Member banks
The acquiring and issuing banks involved in credit card associations.
Personal Identification Number (PIN)
A number punched into the system when a debit card is presented for payment to prove that the person using the card is the rightful cardholder.
Point-of-sale terminal (POS)
An electronic terminal connected via modem to the credit card association; used most often in retail establishments to obtain authorizations.
Rightful cardholder
The person listed on the account as allowed to make purchases with that credit card.
Sales report
A report made to the credit card companies, generally weekly, about that week’s credit card transactions.
Sales slip
A hard-copy paper charge form detailing the sale.
Security character
A special small character on the front of a credit card, stylized to show that the card belongs to the issuing company.
Signature-on-file or card-imprint-on-file
A permanent record of a person’s signature or an imprint of a person’s credit card, which proves that the card belongs to that person.
Swipe
When a credit card is swiped through an electronic point-of-sale terminal.
System to Avoid Fraud Effectively (SAFE)
A program created by MasterCard to identify fraud-prone merchant categories or specific merchants that are likely to commit fraud. Other credit card companies have similar systems.
Market Segments
Families Grandparents Honeymooners LGBT travelers Mature travelers Singles Students and yout
Membership Groups
Museums/Nonprofit Associations
Natural history organizations
Historic preservation groups
Affinity Groups
Churches and synagogues Senior citizen centers Women’s auxiliaries Kiwanis & Rotary clubs Special Interest Societies
Garden clubs
Theater troupes
Art leagues
Dance classes
Hobby or Professional Groups
Art and architecture admirers Teachers and lawyers Antique collectors Food/wine connoisseurs Language learners Photographers Fashion mavens Music lovers
Trends
Ecotourism
Socially responsible travel
Volunteer vacations
Cultural tourism
Special Events
Christmas
Sporting events
Cultural festivals
Conventions
Active Travel
Soft Adventure
Bird-watching, whale watching and animal spotting Bicycling Horseback riding Light hiking and camping Walking Van supported safaris Hard Adventure
Trekking and mountain climbing Rugged safaris Mountain biking Whitewater rafting, kayaking Hang gliding Scuba diving Bungee jumping Rock climbing Sports
Fishing
Golfing
Skiing
Tennis
Air Travel Tips
Air travel is recommended for long-distance travel.
Point-to-point travel can be costly.
Recommend discounted fares that allow stopover privileges.
Suggest an open-jaw routing in order to maximize the surface portion of the itinerary without doubling back.
Rail Travel Tips
Rail travel is recommended for short-distance travel or as a leisurely way to see the countryside.
Rail travel can offer a chance to meet the “locals.”
Because trains usually arrive and depart from city centers, travelers can avoid the hassles of getting from the airport to downtown areas, which can be time-consuming and costly.
Rail travel is sometimes less costly than air and often quicker on certain intercity trips. For example, Eurostar travels between Paris and London in almost the same amount of time it would take to fly, when you consider travel time to and from the airport, check-in time, baggage claim, and so on.
Certain high-speed rail services (for example, the TGV in France and the Shinkansen bullet train in Japan) rival air travel on some short-distance routes.
Recommend a unique and nostalgic trip on a restored luxury train (for example, the Venice-Simplon Orient Express in Europe or the Blue Train in South Africa). These rail trips can vary in length.
Suggest a rail pass for long-distance trips and for multiple stopovers. Examples include the regional pass, such as Scanrail in Scandinavia, or the single-country pass, such as the Swiss Pass in Switzerland. There are several passes to choose from, including the Global Pass to explore up to 28 countries, the Select Pass for two-, three-, or four-bordering countries of your choice, and one-country passes.
Car Rental Tips
Recommend a car rental for independent travelers who don’t want to depend on schedules but want to go at their own pace.
Due to traffic congestion and parking problems, don’t recommend a self-drive car for travelers staying in major cities.
Travelers should avoid driving more than 150 miles per day (less when traveling over rough terrain or in mountainous regions).
The price of gasoline in foreign countries is often higher than in the United States.
It is a good idea to request features - such as automatic transmissions and air conditioning - that may be less common outside the United States.
Travel by Ship Tips
Travel by ship is recommended for coastal sightseeing segments of an itinerary.
Suggest smaller vessels such as riverboats and barges for inland cruise segments on rivers, lakes, and canals.
Many European rail pass programs include free or discounted travel on selected river steamers and ferry services.
Cruise ships may be the most practical means of transportation in certain areas of the world, such as the South Pacific and Southeast Asia.
Motorcoach Tips
In some major cities, recommend half-day or full-day city sightseeing tour upon arrival to get an overview of the key sites and attractions. Travelers can return to points of interest at their leisure.
Suggest pre-arranged full-day excursions to the surrounding countryside rather than renting a car while staying in the city.
Transfers (or “Meet and Greet” Service) Tips
Suggest pre-arranged transfers for those clients concerned with language or cultural barriers in certain foreign countries.
Recommend transfers to avoid the hassles of public transportation and the expense of a self-drive car.
City Sightseeing Tours
A narrated sightseeing event that takes place wholly within the city limits (standard length of time: one-half day or full day). It includes transportation (usually motorcoach), services of a local guide, fees/admissions to local attractions, and meals if applicable.
Excursions
A narrated sightseeing event that takes place outside of the city limits, with a return to the originating point (excursions can be one-half day or up to several days in length). It includes transportation (usually motorcoach), services of a local guide, fees/admissions to local attractions, and meals if applicable.
Pre-Departure
Send the client a movie, destination video, novel, or tour guidebook related to their travel destination. This will help get them even more excited about the itinerary you created.
Mail a package with their printed travel documents that include a destination map, pocket foreign language dictionary, luggage tags with agency logo, and flash drive containing electronic documents, destination information, tipping guides, emergency numbers, restaurant suggestions and more.
Send a gift card to a restaurant or coffee shop located in their upcoming destination. Include a map of the city with the different locations highlighted.
During Travel
Arrange for breakfast in bed or other surprise dining experiences.
Have gifts waiting in the room – chocolates, local food treats or regional wine.
Secure tickets for a local attraction that your clients might not be anticipating but will match their interests and areas of enjoyment.
Partner with the concierge to secure hard-to-get dinner reservations or show tickets.
Hire a professional photographer to capture special moments during one of your clients activities.
Post Travel
Save your clients from having to cook upon returning home. Have a thank you note with a restaurant gift card waiting for them.
Contact your clients over the phone to discuss their travel experience and future travel bucket list items.
Locate one of your clients travel photos on social media to print, frame and mail to their home with a note.
Send greeting cards for birthdays, anniversaries and other celebratory events.
Circle Trip
A type of routing in which the beginning and ending point of the itinerary is the same.
FIT (Foreign Independent Tour)
A tour for which the travel professional books all elements of the tour and designs a unique and individualized itinerary for an independent client.
Hub-and-spoke
A type of routing that allows the client to stay in one “home base” for a period of time, while taking day trips and excursions. Similar to the hub-and-spoke system of the airlines.
Itinerary
The logical, interesting, and sequential planning of all the elements of a trip — transportation, accommodations, sightseeing, visits to attractions, meals, and so forth.
Open-jaw
A type of routing in which the arrival and final departure cities are different.
Tour elements
All components of a tour itinerary, including transportation segments, accommodations, and activities.
Assertive Questions
Questions that lead your client to the notion of escorted vacation travel
Benefit
Questions that lead your client to the notion of escorted vacation travel
Database Marketing
Keeping detailed records of clients’ demographic and psychographic data to segment the market and target qualified prospects
Demographics
A method of classifying people based on measurable factors such as age, sex, income, and employment
Escorted Vacation
A prearranged journey to one or more destinations that typically includes transportation, accommodations, sightseeing, and other components—plus the services of a professional tour director or escort from arrival at the first destination to departure at the final stop on the itinerary
Excursions
Short (one-hour, half-day, or full-day) tours of a limited area, such as a city sightseeing tour
Feature
An inherent characteristic of a product or service
Fly / Drive
Independent vacation packages that include air transportation, accommodations, and a rental car
Foreign Independent Tours (FITs)
Prepaid, prearranged travel programs that include accommodations and other components such as transfers, rental cars, sightseeing excursions, meals, and/or admissions to attractions; may also include air transportation
Pre-closing
Gaining many little agreements that lead up to the major agreement
Psychographics
A method of grouping people together according to difficult to measure factors such as values, beliefs, and lifestyle
Testimonial
An endorsement or recommendation from a third party
USTOA’s $1 Million Travelers Assistance Plan
A program from the United States Tour Operators Association that covers travelers’ deposits and payments for up to $1 million in the event that a USTOA active member company declares bankruptcy
Adventure Tour
A tour designed around an adventurous activity such as rafting, hiking, and mountain climbing.
Affinity Group
A group of people who share a common hobby, interest, or activity, or who are united through regular participation on shared outings.
Branding
The marketing practice of creating a name, symbol, or design that identifies and differentiates a product from other products.
Closeout
Finalization of a tour, cruise, or similar group travel project after which time no further clients are accepted, any unsold air or hotel space is released, and final lists and payments are sent to suppliers.
Consortium
A collection of independently owned and managed agencies that band together to increase their buying power.
Consumer Protection Plan
A plan offered by a company or an association that protects customers’ deposits and payments from loss in the event of company closure or bankruptcy.
Cooperative (Co-Op) Advertising
An agreement between two parties to share the cost of placing an advertisement and other promotional activities.
Custom Tour
A travel package created specifically for a preformed group or niche market.
Customer Relationship Management (CRM)
Software that allows agents to create and maintain an extensive database that covers special interests and travel patterns.
Database
A computerized, organized collection of individual customer information.
Demographics
Population measures, such as age, gender, marital status, income, education, race or ethnicity, religion, household size, and occupation.
Direct Mail
Promotional pieces sent through the mail.
Market
All existing and potential customers for a product or service.
Marketing Plan
A written report that details marketing objectives for a product or service and recommends strategies for achieving the objectives.
Mission Statement
The concise description of an organization, its purpose, and what it intends to accomplish.
Niche
A highly specialized segment of the travel market, defined by the common characteristics that a group of potential travelers shares, such as an affinity group with a unique special interest.
One-on-one Marketing
A marketing strategy that requires communicating with customers on a one-on-one basis and using that information, coupled with technology, to create personalized travel.
Pied Pipers
Group leaders who are well respected and liked in an organization and who will attract fellow travelers just by having their names on a brochure.
Preformed Group
A pre-existing collection of travelers, such as affinity groups and travel clubs, whose members share a common interest or organizational affiliation.
Public Relations
A core strategy for promotion that primarily involves sending news releases to newspapers, magazines, and radio stations.
Shells
Preprinted brochures and e-marketing materials with photos, illustrations, and graphics but no text; also called slicks.
Special Interest Travel
Travel that focuses on a particular activity, hobby, or interest or is experienced by a group whose members share common characteristics such as demographics, affinities, or specialized interests.
Target Market
The group of customers who will be the focus of a company’s marketing efforts.
Volunteer Tourism
An increasingly important niche for travelers who want to give back to others and the worldwide community.
A-B-C Method
A time management strategy that allows you to arrange your daily tasks according to priority.
Back-to-back ticketing
An unethical ticketing practice in which clients buy two round-trip discount tickets for less than the cost of one round-trip ticket at full fare, thus circumventing certain restrictions on the discount tickets by rearranging departures and returns.
Card mills
Organizations that sell travel agent identification cards to the general public, under the guise of bona fide employment in the travel industry, promoting access to travel industry discounts.
Doublebooking
An unethical reservations practice of booking two reservations for an individual at the same time.
Ethics
Moral principles of right conduct.
Hidden-city ticketing
An unethical ticketing practice in which clients buy a less expensive ticket with a connection then actually end their trip at the connecting city.
Profession
An occupation requiring a specialized body of knowledge.
Professional
The term commonly used to describe people who earn their living by practicing some skill or engaging in some activity that requires expertise.
Professionalism
The quality demonstrated by professionals who possess the skills and knowledge to perform their jobs with expertise and who are committed to the standards of the occupation and to the interests of the client.
Tickler files
Files that remind you to do something, to assist with time management.
Time log
A record of what you do and how long it takes you to do it, to assist with time management.
Clarity
Principle of business writing that refers to the ability to write clearly.
Completeness
Principle of business writing that involves presenting all the facts your reader will need to understand and respond to your message.
Conciseness
Principle of business writing that means writing the message in as few words as possible.
Copy
The written component of various marketing communications, such as brochures and advertisements.
Correctness
Principle of business writing that means ensuring that what you’ve written is accurate.
Courtesy
Principle of business writing that means including remarks in your writing, showing consideration of your reader’s interests and feelings.
Direct Order
An organizational format that begins with the most important information — usually the conclusion and perhaps a recommendation.
Editing
Cutting and rearranging text for final presentation.
Electronic mail; refers to communications sent from one computer to another.
Emoticon
Refers to emotion icons or symbols resembling a face and used to express feelings in electronic messages.
Executive Summary
A special kind of short report that condenses a complex or lengthy subject into one concise page and may be attached to the complete report.
Hook
An opening line that pulls the reader into the story.
Informal research
Includes any type of fact gathering short of a formal, controlled survey.
Inverted pyramid
A style of writing in which key facts are up front, generally in the first paragraph, and sometimes in the lead sentence; supporting details follow in decreasing order of importance.
Netiquette
Refers to etiquette rules concerning the proper, professional, and polite way to communicate with people online.
News release
An organized method to disseminate news about your business (formerly called a press release).
Proofreading
The process of checking what you’ve written for changes or corrections that need to be made.
Proposal
A written document that presents a solution to fulfill a need.
Report
An orderly, objective written message to assist in decision making or problem-solving.
Request for proposal (RFP)
Describes a problem to be solved and invites respondents to present their proposed solution.
Tone
The attitude you convey about your written message.
Core service
The products or services that you offer your customers. Core service is your reason for being in business.
External customer
The person from outside the business who comes to the business to buy the products or services offered.
Focus group
A small group of customers gathered together with a trained moderator to discuss a particular issue.
Internal cutomer
Anyone inside the organization who depends on you in order to get their job done.
Moments of truth
Brief opportunities that occur during a customer encounter when you have a chance to leave a lasting impression with that customer.
Upselling
Upgrading or converting the client to a more expensive or inclusive version of a product or service, for example, an outside rather than an inside cruise stateroom.
Value-added service
Service that exceeds the expectations of your customer and enhances the perceived value of doing business with you or the company you represent.
Acknowledge
Listening technique used to show customers that you value what they are saying.
Benefits
The positive results provided by travel products, as perceived by the customer.
Clarify
Listening technique used to get more information about your customers’ needs.
Close the sale
Successfully lead a customer to a buying decision.
Closed questions
Questions that invite precise, brief answers, usually in the form of “Yes” or “No,” such as “Have you been to this destination before?”
Confirm
Listening technique used to check your understanding of the customer’s needs.
Cross-selling
Offering extra products and services that go beyond a core product, such as a rental car with an air ticket.
Customer-focused selling
The sales approach in which salespeople act as consultants whose knowledge, skill, and motivation will lead buyers to purchase decisions that best suit their needs.
Features
The inherent characteristics of a travel product.
Jargon
Specialized terminology used by people who share a similar profession, such as travel.
Lead
The initial point of contact that directs you to new prospects.
Open questions
Questions that encourage people to talk, such as “What did you have in mind?” or “How have you enjoyed traveling in the past?”
Preferred suppliers
Travel providers that have negotiated extra commission rates with your agency based on attainment of sales objectives.
Probing
Asking questions to delve deeper for more information.
Prospecting
The process of finding new customers or identifying prospective purchasers.
Qualifying
The process of asking thoughtful questions and listening for key responses to determine the customer’s travel needs.
Sales cycle
A series of inter-related steps that describes the sales process.
Situational selling
The sales technique that requires skilled sales professionals to adapt the steps of the sales cycle appropriately to both satisfy the customer’s needs and keep the process moving toward a buying decision.
Trial closing
The technique of asking questions like “How does that sound?” or “Will that work for you?” throughout the sales process in an attempt to gain your customers’ agreement and moving them closer to the close of the sale.
Upselling
Upgrading or converting the client to a more expensive or inclusive version of a product or service, for example, an outside rather than an inside cruise stateroom.
Value
The relationship between price paid and performance received or benefits perceived.
Value-added
Additional services or products that support or enhance the travel experience to make it more convenient for the customer.
Conflict
A set of divergent aims, methods, and behaviors.
Effective
Describes a person who is doing the right things.
Efficient
Describes a person who is doing the right things.
Goals
Statements of specific, measurable results to be achieved in accomplishing the objectives.
Leader
One who influences others to achieve a vision.
Mission
The reason or purpose why an organization, department, or project team exists.
Network
A supportive system of sharing information and services among people and groups with common interests.
Nominal voting tecnique
A structured approach, without much discussion, that narrows a list of options, resulting in the selection of one or more choices.
Objectives
Broad statements of a desired future condition based on what needs to be achieved.
Pareto Chart
An analysis tool used for separating the few significant factors from the insignificant many.
Strategies
Descriptions of specific tasks required to accomplish goals.
Synergy
The interaction of two or more people or teams so that their combined results are greater than the sum of their individual efforts.
Tasks
Work assigned or taken on as part of one’s responsibilities.
Team
Any group that is committed and organized to work together to achieve a common purpose.
Trend
The general direction in which something tends to move.
Values
A deeply held set of beliefs that guide organizational behavior.
Functions of Management
Planning, organizing, directing, and following up.
Good Communication
Occurs when the sender and receiver of a message have a common understanding of the message sent.
Pareto Principle
States that 80 percent of the work gets done in 20 percent of the time.
Parkinson’s Law
States that work expands to fill the time available for its accomplishment.
Planning
A predetermined course of action.
Scheduling
Deciding when to do things.
Summarizing
Playing back, in your own words, all the major points that have been covered.
Affinity Group Travel
A category of travel that consists of a group of people who share a common hobby, interest, or activity, or who are united through regular participation in shared outings. Often it is treated as a subcategory of leisure travel.
Allocentric
A person whose life is centered on varied interests (the Latin root “allo” means “varied in form”). Allocentrics are outgoing, confident, and curious. Also sometimes called a venturer.
Business Travel
A category of travel that consists of travel services provided to a business for an employee who is traveling to conduct the business of the firm.
Buyer psychology
The science of understanding why people make buying decisions.
Demographics
A method of classification or grouping people with similar characteristics together. Demographic measurements include age, sex, income, and employment.
Discretionary travel
Travel that is undertaken because the traveler chooses to do so.
Familiarization trips
Travel that is undertaken by travel counselors to learn about a destination or travel product.
Incentive travel
Travel offered by companies in order to reward employees for their accomplishments.
Leisure travel
Travel bought by individuals or groups for pleasure.
Meeting travel
Travel that is undertaken to attend an organized event or meeting.
Mid-centric
A person who travels in order to break from the routine, and to strike a healthy balance between work and play.
Nondiscretionary travel
Travel in which the traveler has no choice about dates or destination.
Psychocentric
A person whose thoughts are centered on the small, everyday problems of the self. This type of person is inhibited and unadventurous, and values familiarity and comfort in travel. Also sometimes called a dependable or an authentic.
Psychographics
A method of classification or grouping people with similar characteristics together. Psychographic characteristics include values, beliefs, and lifestyle.
All-Inclusive Resorts
Type of resort that includes accommodations, meals, entertainment, and a majority of on-site activities for a single price
Benefits
The positive qualities of a travel product, as perceived by the customer
Features
The inherent characteristics of a travel product
Five “Ws”
Basic questions beginning with “Who,” “What,” “Where,” “When,” and “Why” that are often used to pre-qualify clients
Marketing
All of the activities that drive customers into your agency
Pre-qualifying
The process of asking some basic initial questions to assess the buying characteristics of your client
Price
The actual cost of the vacation - the invoice amount
Qualifying
The process of identifying your clients’ needs by asking thoughtful questions and listening for key responses
Shells
Generic brochures that allow you to send a customized message to prospective clients
Third-party Endorsement
A sanction or approval from a legitimate source other than the salesperson
Trial Closing
The strategy of testing your client’s readiness to buy
Value
The relationship between the price your customers pay and the benefits they receive
Assertive questions
Questions that lead your client to the notion of escorted vacation travel
Benefit
Positive result that a feature brings to a particular client
Fly/Drive
Independent vacation packages that include air transportation, accommodations, and a rental car
Pre-closing
Gaining many little agreements that lead up to the major agreement
Psychographics
A method of grouping people together according to difficult to measure factors such as values, beliefs, and lifestyle
Testimonial
An endorsement or recommendation from a third party
USTOA’s $1 Million Travelers Assistance Plan
A program from the United States Tour Operators Association that covers travelers’ deposits and payments for up to $1 million in the event that a USTOA active member company declares bankruptcy
All-Inclusives
Resorts found around the globe, offering resort living at one price that may include airfare, room, meals, tips, entertainment, and use of all sports equipment.
Amazon Sarfari Lodges
A type of accommodation found throughout the jungle regions of the Amazon basin, some of which are extremely primitive; many lodges don’t have running water or electricity; only for the adventurous.
Bays
Areas of ocean water, smaller than gulfs, that penetrate landmass but are less enclosed by land.
Canyons
Deep, narrow valleys having high, steep cliffs.
Capes
Land projections extending into the water that are shorter than peninsulas.
Cays
Small and low islands comprised of sand and coral.
Continents
Largest land masses on earth that include: North America, South America, Asia, Africa, Australia, Antarctica, Europe.
Desert
Portion of the surface of the earth in which there is little or no rainfall.
Eastern Hemisphere
The portion of the earth including Europe, Asia, Africa, Australia, and the majority of the islands in the Pacific Ocean.
Estancias
Active cattle ranches in South America that offer room and board at reasonable prices.
Fjords
Inlets that are deeply indented into the coastline and are narrow with steep cliffs.
Flat map
Two-dimensional representation of a sphere.
Globes
The most accurate type of map because it represents the earth in three dimensions.
Greenwich Mean Time (GMT)
The time at the prime meridian that serves as the basis of all world time. Places to the east of GMT are later in time; places to the west of GMT are earlier in time.
Gulf
Large areas of the ocean water that penetrate into a land mass.
Human geography
Focuses on people and their patterns of settlement and activity.
International Date Line
An arbitrary line that is located halfway around the world from the prime meridian at which the date changes.
Islands
Small bodies of land surrounded by water.
Lakes
Bodies of water that are encircled completely by land and are generally smaller than seas or gulfs.
Latitude
Parallel lines of measurement drawn from east to west between the equator and north and south poles that measures degrees north and south of the equator.
Leeward
The side of the mountain facing away from the wind.
Locator maps
Found in various reference books; usually represent a small area (city or an island, for example) and identifies major hotels, attractions, and major streets.
Longitude
Meridians or lines that are drawn north to south, converging at the poles, that measure degrees east and west of the prime meridian, which runs through Greenwich, England.
Micro-states
Tiny political units that are holdovers from medieval times. Some micro-states include Andorra, Gibraltar, Liechtenstein, Monaco, San Marino, and Vatican City (inside the city of Rome, Italy).
Mountains
Land elevations that affect travel due to their effect on climate.
Northern Hemisphere
All places on earth north of the equator.
Paradores
Manor houses, castles, monasteries, and mansions that have been converted to hotels and inns; boast the local history and charm of the region. Located in Puerto Rico and Spain.
Peninsula
Land projections extending into the water that are longer than capes.
Physical geography
The study of the earth’s natural features and geography.
Political map
Shows country, state boundaries, coastlines, island nations, major bodies of water, country names and capitals.
Prime meridian
The line of longitude running through Greenwich, England at zero degrees.
Reefs
Offshore ridges of land that rise to or just below the surface of the ocean.
Relief map
Shows natural features of the land: mountain ranges, peaks, valleys, rivers, and coastlines. Colors or shading are used to show elevation levels.
Rivers
Large natural inland streams of running water.
Route map
Large natural inland streams of running water.
Southern Hemisphere
All places on earth south of the equator.
Time zones
The earth is divided into 24 zones, each with a width of 15 degrees longitude. Within each zone the time is one hour different than that in a neighboring time zone.
Tourism geography
A study of the world and its destinations as seen through the eyes of a travel agent, about what is relevant and practical to the travel professional.
Traditional geography
A study of the world and its destinations, presenting what is relevant and practical to the travel professional.
Tropic of Cancer
A line of latitude that lies at 23.5 degrees north of the equator, which in combination with the Tropic of Capricorn defines the tropical climatic region.
Tropic of Capricorn
A line of latitude that lies at 23.5 degrees south of the equator, which in combination with the Tropic of Cancer defines the tropical climatic region.
Volcanoes
Mountains that have openings from which heated solid, liquid, and gaseous matters are ejected. Three types are: dormant (can erupt again), active, and extinct.
Western Hemisphere
The portion of the earth including North and South America, Greenland, plus all adjacent islands and Hawaii.
Windward
The side of a mountain facing the wind.
Accidental death and dismemberment insurance
Coverage provides cash payment for accidental loss of life or limb while traveling.
Baggage delay
Coverage that reimburses for the purchase of essential items, such as toiletries and items needed until baggage is recovered if baggage is delayed more than a certain number of hours.
Baggage loss
Coverage that reimburses for expenses incurred due to theft, damage, or the mysterious disappearance of personal property.
Collision loss/damage
Coverage that reimburses the cost of damage to, or theft of, a rental car.
Emergency medical transportation
Coverage that pays for transportation ordered by a doctor to the nearest adequate medical facility (a facility nearest to the insured’s location that can handle the condition). Pays up to the policy limit for a special medical escort if recommended in writing by a doctor. Medical repatriation helps cover costs for returning home once the insured is able.
Medical/dental expense
The reasonable and necessary cost of treatment for injury or sickness—provided by a medical doctor, dentist, or professional nurse on an emergency or urgent basis—that is actually incurred by the insured (e.g., if the insured needs a prescription when he or she gets the flu).
Pre-existing condition
An injury, illness of the clients (or that of a family member or traveling companion) that existed during a defined time frame before the date the client bought the insurance and paid a deposit for the trip.
Primary coverage
Coverage that pays 100 percent of cost to the covered benefit amount. (That is, the travel insurance company pays first. There is no need to file with another carrier such as a medical or homeowner’s insurance company, airlines, and so on.) No deductible or copayment is required.
Travel protection
Insurance coverage and assistance services that safeguard the consumer before, during, and the trip.
Trip cancellation/trip interuption
Coverage that protects the insured’s financial investment if his or her trip is canceled or interrupted for covered, unforeseen reasons such as a medical condition, bad weather, unannounced labor disputes, termination of employment (only some companies), or financial default.
Trip delay
Coverage that reimburses up to policy limits each day for reasonable additional accommodations and travel expenses, such as meals, taxis, and so on, when client is delayed more than a certain number of hours.
