The recession was beginning to have the same effect.
Montrose Travel's business survival plan set in motion at the beginning of 2009, when the recession was at its peak. The plan involved ramping up the company's advertising campaigns, cutting costs, setting daily and weekly sales goals and cutting salaries by 10% for three months (with McClure and company co-owners, brother Joe McClure and sister-in-law Andi Mysza, receiving no pay).
An aggressive marketing campaign, dubbed "Operation Bunker Buster," involved running 29 full-page newspaper ads, mailing 75,000 direct-mail pieces, issuing 17 press releases and sending more than 500,000 e-mails to former and prospective clients.
For their efforts, the company was recently awarded the industry trade TravelAge West's Trendsetter Award for Best Recession Survival Story or Strategy during the magazine's 2010 Wave Awards in Los Angeles.
The company won a similar award in 2002.
The good news was, because suppliers slashed fares — some from 40% to 50% — Montrose Travel was able to advertise prices not seen since the mid-1980s, said McClure, including fares for cruises and tours.
However, the company was now making less commission per transaction. A trip that would normally sell for $1,000, for example, would earn the company $100, based on 10% percent commission. If the price of that trip were cut 50%, the company would now have to sell two trip packages to generate the same amount of income.
"Doing more transactions isn't bad," Mysza said. "It's just that we're working that much harder to generate the same or more income; that's the difference. All of our agents' compensation is based on this [10%] commission figure. I think everybody had to work smarter."