We just finished our annual all-staff meeting ‘ eight hours, 80 people ‘ and it was all together inspirational, exhilarating, and exhausting.
We talked about how to expand our market (in guidebooks and tours); we don’t need to hit new destinations but we do need to hit new market segments. In other words, sure, we could write a guidebook or organize a tour of Malta, Finland, or Romania. But if we want to help more travelers (and make more money), we’d be better off addressing the needs of American travelers heading for Rome or Paris or the Alps who, for various reasons, don’t already look to us for advice.
For that reason, we are developing “Rick Steves’ Pocket Guides” (shorter books with more color photos) to some great cities (Paris, London, and Rome) which will be out later this spring ‘ and a guide to Mediterranean cruise ports (due to sail in June).
To appeal to travelers whose needs we may not be meeting now, we are developing two new kinds of tours: slower, more relaxed tours and cheaper, scaled-down tours (that include less, cost less, and provide an economic and efficient shell for do-it-yourself travelers).
We also have a new initiative called “Rick Steves’ Europe for Teachers,” which will redesign some of our material for teaching needs. “Europe 101” (our art book), “Travel as a Political Act,” and our library of TV shows on DVD are already being used by high school and college teachers throughout the country with no support or tailoring from us. I’m going to the NAFSA: Association of International Educators convention in Vancouver, B.C., this May to learn more and meet with educators about this initiative.
We’re also (like everyone else with something fun to market) hot on social networking. I’ve even tweeted three times now. With over 6,000 traveling tweeters out there awaiting my tweet, what’s not to like about sharing 140 enticing characters at a time?
I finished the all-day meeting thankful to be working with a great gang of people. The travel teacher in me, who is so keen on amplifying my ideas, knows I’d be just some vagabond with a big mouth on the street corner without this talented and hard-working team. I often say that it’s the people you meet on the road that make travel so fun and rewarding. And, like connecting with good people abroad makes a trip sparkle, enjoying the people you collaborate with in the workplace is also important. In fact, for me, it’s a fundamental part of living well.
I imagine every little entrepreneurial venture strives to maintain the conviviality it had with its original merry gang of eight or 10 workmates. To maintain that esprit de corps with a workforce of 80 is a bigger challenge. And I think we’ve managed to accomplish just that. Thanks to my wonderful staff for helping this travel teacher share his ideas and for making ETBD what it is.
Love your staff, Rick. We have had great experiences with them.
Thank you, Rick. …Specifically thanks for the cruise guide. As you`re aware, cruise visits impose their own limitations. Of course, they`re too short – in 6 hours you can only get a taste of a city and see some of the “sights.” But cruisers have some unique challenges: on one hand, many European port cities are relatively compact and the ship will likely dock relatively close to the city center, but that dock may be in an area which is industrial or not tourist-friendly. Information on location of docks and public transportation options would be greatly appreciated. I know you`re also aware of the exorbitant prices charged for ship excursions. The lines use the ignorance of alternatives to their advantage. For instance, last year, we had a port call in Warnemunde for Berlin. There was a very expensive ship excursion for a long, soulless bus ride. However, the train station is adjacent to the dock and a fast train to Berlin (the gorgeous ICE trains) departed 45 minutes after we docked. With a dedicated cruise port tour guide, more cruisers can make better choices. Finally – I`ve only recently discovered your blog. Good stuff. (I must admit I`ve linked a number of your recent posts to my facebook page) Mark Katzenberger San Francisco, CA
Thanks, Rick. I`ve been traveling with your guidebooks (and vicariously through your TV shows and radio program) for several years. If you`re looking to hit new market segments, I would think that a GLBTQ guide to Europe in the Rick Steves style would be a big hit. Most of the prominent gay guides are so focused on clubbing and “nightlife” (sex clubs and cruising) that they`re not at all useful on their own as guides to the great cities of Europe. I would love to have a single volume with the Rick-ified highlights of London, Paris, Berlin, Barca, etc., with gay or gay-friendly accommodations, bars, and activities thrown in. Of course, you might have to hire a new researcher for such a project…I suppose I could make some time!
I love my kindle and plan on taking it on the next trip I would love to see a kindle user friendly Rick Steves guide book. It would be so wonderful not to bring a bulky book or torn out pages!
Thanks Rick. These sound like terrific developments. I`m not a cruiser, but I can anticipate at some point in my life needing a slower tour although I hope it`s not for many years to come. I remember that you asked about these ideas on your blog at one point a few years ago. I really appreciate how you listen to your market.
Rick – Be careful. By publishing multiple guides of the most common destinations (Rome, Paris, etc.), you run the risk of overloading Americans with too many choices. And rather than take the time to carefully consider which of those books they should choose, I envision a lot of Americans throwing their hands up and storming out of the bookstore even MORE confused than when they first walked in. I think you should write a set of guides on Eastern Europe. I`ll be traveling to Bulgaria this Summer, yet will have to rely on the Lonely Planet guidebook because you`re nowhere to be found. Consider this article from CNN which you have likely already seen: http://articles.cnn.com/2011-02-04/travel/americans.travel.domestically_1_western-hemisphere-travel-initiative-passports-tourism-industries?_s=PM:TRAVEL. Face it: A lot of Americans just don`t CARE about traveling. If it doesn`t have to do with Obama, Glenn Beck, the Tea Party, Chelsea Clinton`s failing marriage, Dancing with the Stars, or The Girls Next Door on the E! Network, AMERICANS JUST DON`T CARE! We`re fat, lazy, and addicted to our cell phones. The wireless industry and Apple has successfully managed to turn millions of Americans into automatons who stare at the touch screens for hours (yes, even while driving) and spend spend spend on apps! Our society is increasingly becoming a blend of The Matrix and 1984. I`m glad I`m not plugged in to that crap! Sadly, too many Americans are!
Looking forward to the mini city and cruise guides. I hope the city guides are out before my departure to London and Paris in mid May where we will be before the Villages and Vineyards of Eastern France. A cruise guide sounds great [INVALID][INVALID] will you offer a Mediterranean Cruise from from Barcelona to the Greek Isles in a partnership with a cruise line? I will definitely sign up!
What a great idea to have a partnership with a cruise line….Cruising on a large ship with a Rick Steve guide for an intimate day on an island or city..how wonderful…sign me up
Hi Rick, I`ve been travelling with you since the mid 80`s, when I first hit Europe `through the back door`. I`d love to buy you a drink to say thanks, and then make you buy me one for suffering your politics. : ) That being so, there are alot of people, including me, whose touristic interests are quite different from yours(your single triangle recommendation might be a 3 with me), or we have completed your 3/4 week drive around a particular country and want something different. I thought it would be nice to have recommended 2/3 week itineraries in, say France (or wherever), for people with different interests[INVALID] say Roman history, military history (not a single mention of the Somme[INVALID] for shame!), wine, cheese, gardening, out-of-the-way museums, hiking, adventure, etc. How about a Europe through the front door guide? Let`s say one has been to Paris upteen times… what are some things that aren`t popular, but interesting and gets one away from crowds? I know you can`t do it all, but as I have become a travel pro, I find myself relying on your books for logistics, but other books for itineraries[INVALID] such as Blue Guides. Another option: how about a guidebook for Europeans called `America Through The Back Door?` There is more to this country than FL and CA theme parks. Who knows, they might start putting more bathrooms around the continent… Thanks Pal. I toast your success.
I am very interested in your new initiative called “Rick Steves` Europe for Teachers”. Being a teacher I am blessed with summer vacations that I utilize to develop lessons for my students. Visiting local people is a fantastic opportunity to gain first hand knowledge of peoples cultures and traditions. Creating lessons from these encounters allows me to immerse & engage my students in our global neighbors traditions. May I suggest tours for teachers that include discussions with local artists, historians and educators along with hands-on workshops that focus on the arts, history, culture and traditions of an particular area and extend stays with locals if possible. If you need any volunteers for your first trips for teachers and developing content standards, I`m already packed! Thanks for the information and I look forward to future postings!
How about at some point creating a marketing segment for travelers interested in comprehensive study and understanding of a particular era, e.g., prehistoric, Roman Empire, medieval period, Renaissance, Industrial Age, World War I, World War II, post-Cold War, etc. – not for just one country but across Europe? You could [INVALID] areas of Europe that you believe most notably define the era. Say, for example, a traveler is interested in medieval European studies. The Pocket Guide to Medieval Europe, then, would include recommended cities like Rothenburg and York. Traveler would be advised to visit museums, architectural examples and historical sites/locations that best represent the Middle Ages in that city. You could list which floors of which museums are devoted to medieval artwork. You could include the Medieval history section from your Europe 101 book. I believe such a pocket guide based on historical eras would be perfect for history students who are concentrating their studies on a particular time period. Or folks like me who simply can`t get enough of a certain era. Very much enjoyed your lectures at the travel show in Chicago in January! Judith
As a seasoned “do it yourselfer” who has relied on your books for many a trip…. I would love to see what “shell” offerings you have in mind… We would love to have used your team for our recent village to village trek in the Swiss Alps. Thanks!
What happened to the Marching Band entry. It was very cool!!!
What happened to the PBS budget cuts entry?
Thanks for asking about Rick`s recent op-ed about public broadcasting budget cuts (“Save the Marching Bands, but Kill Public Broadcasting?”). We`ve removed it from the blog because it will appear nationwide in USA Today later this week. When this happens, we`ll post a new blog entry with a link to the article on USA Today`s site. Stay tuned!
What about a tour that is the opposite of the my way tour. I have no problem booking my own hotels and providing for my own breakfast and dinner. What I would like is to have a knowledgeable tour guide.
Lovely people. Cheery smiles. The delights and joys of travel shinning through. No contest for the power of cheese here. Happy travels!