Managing Your Travel Business: Is Podcasting Worth the Effort?
by John Hawks

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Right now, the best answer is "It depends -- and it's probably something you should continue learning about."

One big advantage reported by the small (but growing) number of travel agents and other business owners who use podcasts for marketing is that it really trumps the experience of simply reading your promotions on a Web page. Your clients will actually hear the excitement in YOUR voice as you talk about the latest cruise you've taken or the great deals a supplier has just offered through your agency.

If you already own an iPod or a similar device, you can begin exploring podcasts by signing up for downloading software such as the iTunes program (found at www.apple.com/itunes/download). Try your luck at downloading a few songs first -- then, you can move on to downloading a few of the many different audio podcasts found at this site.

Once you've gotten a feel for how audio podcasts are put together, you may be ready to record your own promotional messages. The required equipment is not extensive or expensive. Basically, you'll need a USB microphone (the "USB" part means the connector on one end of the cord will easily plug into one of the rectangular holes on the side or rear of your computer) for anywhere from $50 to $200, along with any software program for recording and editing podcasts. Windows computer users can try the free Audacity program that's available at no charge from http://audacity.sourceforge.net/, while Mac users can try the GarageBand program that's part of the iLife software ($79 from Apple).

Then, you should write out a six- to 12-minute podcast script (yes, write it down -- and time yourself reading it aloud!). Try to add more energy and excitement and interesting stories and facts into the script, and stay away from the hard sell.

Now, it's time to post your podcast. You can upload this file to your own Web site, but call your hosting service first to ask about the charges. Podcasts require much more bandwidth (server space) than your typical travel Web site with pictures and text, and if you don't ask first, you may faint when you see your next monthly hosting bill! Instead, think about Web services that do nothing but host podcasts (www.libsyn.com is a good example), because your fees will be much smaller.

Once your podcast is posted on the Web, you can promote the Web link to it via your Web site and in emails to your clients. Also, you can list it in online podcast directories such as Yahoo! and iTunes.

Good luck with your podcasting!