Travel insights from Rick Zimmerman, President & CEO, KHM Travel Group

Living Your Why: Crafting Your Vision, Mission & Core Values

Travel agents are often asked why – why they chose their path, and why someone should work with them, instead of booking online. Answering these questions through your company’s Vision, Mission and Core Values will help you succinctly communicate your message to clients and others who may not be familiar with your business.

More importantly, they serve as a reminder of what originally inspired your decision to become an agent, and give direction and purpose to your day-to-day activities.

Your Vision Statement

“Where do you see yourself in five years?”

It’s the interview question that has been asked at almost every job interview throughout history. Your Vision Statement should answer this question and outline the future of your agency. It should be aspirational, and act as the compass that guides your short and long-term efforts.

To help you develop your Vision Statement, answer the following questions:

  • What do you want to do going forward?
  • Where do you want to do it?
  • How will you do it?

Your Vision Statement should:

  • Paint a clear, vivid picture.
  • Describe a bright future.
  • Be memorable and engaging.
  • Align with your mission and values.

Your Mission Statement

A well-developed Mission Statement will communicate your agency’s purpose. If read out loud, it should take about 30 seconds – and could even be thought of as your business’s Elevator Pitch!

Your Mission Statement should answer questions people will ask you about your business, like:

  • Who is your company?
  • What do you do? Why do you do it?
  • What markets are you serving, and what benefits do you offer them?
  • What problems do you solve for your customers?

Your Core Values

Your values are the qualities that represent your priorities, beliefs and motivations. They form the core of who you are, how your run your business, and how you interact with others.

To determine your Core Values, look at what makes you different and unique. Consider the characteristics that you personally value in yourself and in those around you. For example, KHM Travel Group has 13 Core Values, with our top Core Value being People First. We defined People First as: We will affirm the priceless value of people, in that we will always treat others with respect, honor and dignity.

About the Author

Rick Zimmerman is the President of KHM Travel Group, one of the country’s leading host travel agencies. Rick joined the travel industry fresh out of college where he worked as a travel agent for a small agency in Cleveland, Ohio. After a 25-year career in the construction industry, Rick returned to his travel roots and helped found KHM Travel Group in 2005. Rick is an active advocate of the travel agent community and serves on multiple travel-related Advisory Boards.

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