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Barry Hyatt's PhilosophyAugust 13, 2007 By: Jennifer Merritt Travel Agent
One agent's thought-provoking approach to booking travel
They were rather astonished that a travel agent in a one-man
office could produce so much business." This is Barry Hyatt, proprietor of
Air and Marine Travel in Brewster, NY, talking about being recognized as JDB
Hotels' top seller last year, although he modestly adds, "Doing a lot of
business with JDB doesn't say anything about me; it says a lot about JDB."
Maybe so, but that doesn't mean Hyatt hasn't earned his
accolades. It was relatively hard to track down Hyatt for this interview, whose
number is unlisted, despite having been in the travel business for 47 years.
His answering machine greeting politely explains why: He is not in a position
to accept new clients. "When you aspire for years to succeed in garnering
clients, you reach the point when you've got more than you can handle," he
How did Hyatt achieve such an enviable position? Well, much
like Hyatt himself, he professes his method is a little unorthodox. "I
don't promote," he says. His philosophy regarding his job as a travel
agent is one he also applies to his volunteer work with hospice patients.
"People ask me, 'What do you do as a hospice volunteer?' and I say, 'Well,
actually, I don't do anything at all.'"
Hyatt explains that when he visits patients, he does so with
no agenda or axe to grind; instead he is simply there. "The doctors, the
nurses—they're all telling them what to do," he says. "I step back
and put them in the pilot seat. You just listen to them and they talk about
their life as if it had happened to somebody else and it is simply
Hyatt says this mode of thinking has everything to do with
how he became so successful as an agent. "Yesterday, today and tomorrow
are all one," he says. "If this is true, and I do believe it is, if
tomorrow already exists, then the client's trip already exists and you realize
that you don't have to do anything."
If this sounds a little Freudian to you—well, that's because
it is. As Hyatt points out, Freud theorized that dreams are subconscious wishes
to be interpreted. "Each of us is the dreamer of the dream," he says.
"My function is merely to be the dream reader."
And so, when he meets with a client, he simply lets them
talk and says his client's dream trip materializes from that. "When people
come back and tell me that they had a wonderful trip, I say, 'That's very kind
of you, but I didn't do anything,'" Hyatt says.
That doesn't mean he helps clients plan unaccompanied
excursions in the depth of the Amazon rainforest. "On occasion I'll say to
people very candidly that I don't think a trip is a very good idea," he
says. "I have a responsibility, as does every travel agent, not to sell
anything. Your job is to manifest it."
As a result, much of his business is referrals. "I've
never met 3 to 5 percent of my clients; they only know me over the telephone or
through e-mails," he says. Many of these clients are longstanding from his
early days of booking groups.
"I used to take people skiing and instead of handling
them like groups, I handled them like individuals," he says. "On one
trip to the Canadian Rockies, there was a fellow on the trip who said, 'Barry,
you really don't need to come along, everything works so smoothly.' My first
reaction was to think what an insult, but then I realized it was compliment. If
you do something good enough, you make it look easy."