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                     Rreprinted from Travel Weekly Online  June 30, 2003
Columns - 
Agent Life


Retailer radio: Dialing in to clients  (6/30/2003)
By Mark Chesnut

ou can guess a few things about Raenette DeCicco just from looking at the caricature of her that adorns the first page of her agency's Web site, www.raenette.com: In the drawing, she wears a big smile as she talks on the phone, one hand raised high in the air.

If that's not enough, go to the "About Raenette" page -- you'll see a photo of her wearing a black boa over an evening gown.

For DeCicco, owner of Four Seasons Travel in San Juan you might say that running a successful agency is all about presence. Her energetic style has also brought her a regular radio gig. Not bad for someone who didn't plan on being a travel agent.

DeCicco was living in Connecticut when she first visited Puerto Rico in 1971. "I came down on a vacation in February, and I said, 'I'm moving here.' "

At that point, she was working as a photographer's rep -- a job that she said helped prepare her for being a travel agent. "I was my own boss. It made you learn discipline, timing and persistence."

Her transition to travel agent began in the 1970s, when an agent friend in Puerto Rico asked if DeCicco could help her out. "So I took the [Official Airline Guide] and I read it, and that's how I learned. And I took every training course I could. It was very personal. I knew the head of every airline here, every hotel person."

In 1973, DeCicco took her experience and started her own agency, which at first operated out of a hotel in the Isla Verde region outside San Juan. "The hotel's clientele were mostly Americans on business travel. Leisure didn't happen until several years later," she said.

But leisure travel was her destiny. "I was traveling a lot, and that's what I like to do. I like to find new hotels, new restaurants, things like that -- things that are upscale but unusual. About 15 years ago, I started to see the need for upscale leisure travel and knowledge about destinations like Paris and London."

So DeCicco upped her travel schedule as well as her studies. Today, the agency has nine agents and a branch on the island of Culebra.

She's also become a regular fixture on local radio, a role that started through her agency's radio advertising, which DeCicco said she's always preferred over print. "Newspaper advertising wasn't as effective for me," she said. "Newspaper is a dispensable product. Sounds from a radio last. They know it's me talking. If I say the food is fantastic, they know it really is."

After advertising for a while with a local talk-radio station, DeCicco began appearing on one of its programs, providing listeners with the latest travel tips. For years, it's been a weekly appearance, with listeners faxing their questions to her. Of course, there's the occasional problem listener.

"One person tried to argue with me on the radio about how many drinks my ads said were included in a package," DeCicco said.

About 10 years ago, she began yet another project: selling Caribbean packages to other agencies in Puerto Rico and the mainland U.S. "Many agencies called and asked me for things because I was the one who knows the hotels in the Caribbean," DeCicco recalled. "So I said, 'Well, let's wholesale it.' " Today, the wholesale Caribbean packages are a significant source of income for her agency.

DeCicco said her Web site, which launched nearly four years ago, is a primary means of communicating with the agencies that sell her packages, which feature nearly every major and minor Caribbean island

On the site, by the way, you'll also find drawings of DeCicco on the electronic postcards page, where she is seen (in energetic caricature form, of course) shopping, enjoying a cruise and even windsurfing. The drawings were done by a friend of hers named Curt Iverson. "He started doing them for fun when he was sitting in the office one day," she explained. It didn't take long before they showed up on the Web site.

For DeCicco, Four Seasons is an extension of her personality. "Life's too short," she said. "Enjoy it."

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