While the pace of the industry won’t slow down, the climate of it will change, so in order to keep up and gain targeted results, I try to always keep a goal in mind and a grounded perspective to remain chameleon.

I often ask myself how does the ink I receive impact tourists and their spending and how did my PR efforts change sales or behaviors? How can I raise awareness of my brand’s message and who is my audience? What are their interests – leisure travel, business travel, etc.? What are the most effective outlets and/or tools to sell a great deal while at the same time building and strengthening a relationship with a newspaper’s travel writer?

With 2010 approaching, people are scurrying to make ‘resolutions’ – I’ve already made mine. I’m challenging myself on a daily basis to improve my results and I am planning to continue to learn and grow in this ever changing climate in the world of travel!

Abby Boburka,
Account Executive