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Groups Today is the only group travel magazine that satisfies travel professionals' desire for industry and business news. From marketing best practices to business management tips, Groups Today Business articles give group travel professionals content tailored to their business that they can't find anywhere else.

Oftentimes, amidst the hustle and bustle of our daily lives and work, robust cybersecurity measures get put on the backburner. Obviously, that shouldn't be the case, especially when dealing with you and your customer's sensitive information.

There's still plenty of uncertainty as 2021 powers ahead. One thing we know for sure? The way business is conducted and customer behaviors are certainly going to continue to evolve and change with the landscape of the industry.

During a crisis or time of upheaval, we have a couple distinct options: We can see the mountain of work ahead of us and quickly give up. Or, we can give ourselves a swift pep-talk, mobilize our creativity and discover the opportunities that are hiding just below the surface of the chaos.

As we close out the year, I thought I'd break from the traditional customer service and experience topics and get a little personal—maybe even a little motivational.

What's your story? What reasons compel your customers to do business with you? What gets them excited about doing business with you?