Irwin announced his retirement in November 2006, allowing the
company ample time to find the best replacement. The outgoing CEO
felt strongly that his successor should be a dynamic leader with
great integrity.
“I was looking for someone relationship-oriented, and someone
with extensive experience in the tour operator industry,” Irwin
said. “I can tell that Jack meets all those requirements. In
addition, he brings online expertise, sales and marketing savvy and
the kind of spirit that drives Pleasant Holidays.
“Even though Jack came to Pleasant from an online company, he
knows a lot about the travel agent industry,” Irwin added. “He
missed working with agents and that’s why he came back to tour
wholesaling.”
Travel agents account for 90 percent of the business at Pleasant
Holidays, a company that Hogan and his wife, Lynn, established in
New Jersey nearly 50 years ago. Specializing in tours to Hawaii,
the firm moved its headquarters in 1962 to California, where it
gained a reputation for providing lower prices by buying bulk hotel
rooms and plane seats.
Things took off for Pleasant in 1976, when it teamed with
Western Airlines to launch the largest and most successful
continuous charter program from the West Coast to Hawaii. In 1980,
the company signed with American Express to market Hawaii in the
U.S. and Europe, putting Pleasant squarely on the map.
Through strategic hotel wholesaling arrangements and the
purchase of Hawaii hotels, Pleasant gradually expanded its product,
which in turn led to more agreements with accommodations and
suppliers.
In 1987, the company sent its 2 millionth customer to Hawaii. By
1996, 4 million Pleasant travelers had booked trips to the Aloha
State. Hawaii officials, travel media and industry suppliers
honored the wholesaler with numerous awards.
Under Hogan’s watch, the firm’s line diversified to new
destinations, including Mexico and Tahiti, while internally it
stepped up its focus on advertising, marketing and online
efforts.
During Irwin’s tenure, Pleasant spread its wings even further.
It doubled its Mexico business and became the number-one wholesaler
to Tahiti. It created new revenue sources by launching innovative
travel programs like Xian Treasures of the Imperial Dynasties,
Chinese New Year in Asia and Mexico Colonial Cities.
Mass-market Hawaii, however, remained the core of Pleasant’s
business. In 2003, it enhanced that market with the acquisition of
Hawaii World, specialists in high-end travel to the islands.
Pleasant continues to improve relationships with luxury resorts, as
exemplified by its new Hyatt Regency Waikiki Diamond Level, an
exclusive floor providing Pleasant customers with superior
amenities and services.
Pleasant offers innovative
travel programs to Asia.
“Pleasant’s current inventory is over 65 percent luxury resorts,
and often it has space when others do not,” said Irwin. “Still,
time has proven that Pleasant must be more than Hawaii. It must
never lose its love of, and focus on, Hawaii, but it must grow in
all destinations.”
As Irwin pondered Pleasant’s future, he stressed the need for
ongoing advances in technology.
“If I had it to do over again, I would have made technological
changes much quicker,” he said. “Jack needs to drive significantly
more efficiency into the process. Change is difficult for everyone.
Making the technological advancements will be particularly tricky
as it involves rethinking how everyone’s jobs are done. But it is
an essential element in the company’s success. In this business,
people must be able to make decisions and take action quickly.”
As consumers grow increasingly comfortable using online travel
services, they keep finding more ways to comparison shop, Irwin
added.
“What is not readily apparent is the service or lack of service
backing the online agencies. Some handle it better than others.
Additionally, the major resorts are trying to attract more
consumers directly, leaving out both the travel agent and the
wholesaler,” Irwin said.
To overcome such obstacles, the travel agent and tour operator
must add value to the customer’s vacation.
“I have spoken countless times to agents and the company about
focusing on the experience for the client rather than the price,”
said Irwin.
If the new job creates challenges for Richards, his achievements
suggest that he’s up to the task. Consider his first day as
president and CEO of America West Vacations: Sept. 11, 2001.
“From that day forward, I had to learn the importance of cost
control and how to navigate a company through difficult times,”
Richards said.
From 2004-05, Richards oversaw the repositioning of the
Hotels.com brand.
“Instead of promoting it as a source of the lowest prices, we
changed its image to that of the hotel expert,” he said. “In order
to do that, we had to redesign the Web site, create new advertising
and marketing and overhaul the call center operations. All valuable
lessons for me.”
Richards’ resume spans many areas of the travel business,
including 14 years with ATA Airlines and roles in the e-commerce
and travel wholesaling sectors. And yes, he lays claim to a long
and constructive history with agents.
At Adventure Tours USA, one of the largest operators of trips to
Cancun and ski destinations, Richards cemented agent relationships
that remain to this day. The company owned 10 retail agencies in
the Dallas area, providing Richards with additional in-depth
understanding of the agency process.
During the tough times at America West Vacations, he developed
integral partnerships with travel agents.
“I understood that their success was critical to our company’s
success,” he said. “We were in it together, and we made it
work.”
With Pleasant, clients can ride a camel
to Ayers Rock.
Now that he’s part of the Pleasant team, what can agents expect
from Richards?
“I want to help agents grow their business,” he said. “I want to
help streamline their bookings and keep their operations as
cost-effective as possible. “Since people use travel agents for
their expertise and knowledge, one of the keys for agents is
keeping up with changing customer demands,” said Richards. “At
Pleasant, we will help them do that by investing money and time
into the functionality of our Web site. We will keep offering
competitive pricing and exceptional, consistent service.”
And, like Irwin, Richards said he will make himself personally
accessible to travel agents, taking their calls directly.
Bruce Rosenberg, Pleasant’s senior vice president of sales and
marketing, previously worked with Richards at Hotels.com.
“I can tell you that Jack is a very experienced travel
executive,” said Rosenberg. “The first time I met him I thought,
‘This guy knows what he’s doing.’ I’ve always enjoyed his warm
personality and sense of camaraderie.
“Jack likes to look at the nuts and bolts of the operation as
well as the big picture,” he said.
As Rosenberg outlined the company’s specific plans for the
future, he underscored Richards’ message of support for agents.
“Next year we’ll be redesigning our Web site to add more
proactive tools and put even more emphasis on making it an agent
resource center,” said Rosenberg. “The goal is to provide
increasingly higher levels of agent training and education.”
Pleasant also pledges to ramp up its incentive programs, he
said, enabling agents to earn trips and prizes as they sell
Pleasant.
Meanwhile, the Pleasant product itself will continue to grow in
response to demand, Rosenberg noted.
“I hear a lot of agents asking about our specialty tours,” he
said. “They are realizing the sales opportunities relating to
culture and international travel. Their clients have been to Hawaii
and Mexico and they want a new experience. So you’ll definitely see
us offering more unique places.”
Richards promised that Pleasant Holidays remains committed to
its mutually beneficial relationships with over 20,000 independent
travel agencies nationwide. The wholesaler continues to enjoy its
preferred supplier appointments with major national accounts like
AAA, Virtuoso, Carlson-Wagonlit, Signature Travel Network, American
Express, TravelSavers and Vacation.com.
A self-described globetrotter, Richards is particularly
passionate about Mexico, which he has visited at least 100 times
since the late 1970s. As soon as possible, he will go to all of
Pleasant’s destinations to test out the company’s product
first-hand.
“I’ve been in the travel industry my entire career and I’ve
never lost my wanderlust,” he said. “I still love going to work,
because I get to sell travel every day.” Back at Martin’s Travel
and Tours, Tanz-man said she will miss working with Irwin.
“Tim promoted Pleasant Holidays with dignity,” she said. “The
new president has some very large shoes to fill.”
Given Richards’ track record, it sounds like those shoes are a
perfect fit.
| HOT DEALS
Pleasant’s largest promotion of the year is currently targeting
fall travelers. For vacations from Sept. 20-Dec. 31, clients
staying five nights or more on Maui, Kauai or Hawaii’s Big Island
can enjoy a free five-day car rental, while visitors to Oahu and
Lanai will receive a $150 activity credit per booking with a
minimum four-night stay.
Pleasant Holidays
2404 Townsgate Rd.,
Westlake Village, CA 91361
800-448-3333
www.pleasantagent.com
Jack Richards Career Highlights 6/78 2/92
ATA AIRLINES
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AMERICA WEST VACATIONS
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HOTELS.COM
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Senior Vice President, Product Marketing and Strategy Vice
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PLEASANT HOLIDAYS
Westlake Village, Calif.
President and CEO |