NOW TRENDING Travel Agents

Posted on 01/31/2016

Something rare happened last month. An article appeared in a Canadian newspaper (National Post) actually saying travel agents are in more demand than ever. Now it’s customary in the travel trade press to toot our own horn but the consumer press for the most part in the past twenty years has been saying people have discarded travel agents and happily book their own travel on the internet. Well not so fast.

In the National Post article, writer Maryam Siddiqui quotes Claire Newell, Vancouver based president of Travel Best Bets by Jubilee Travel, saying, “For the simple things, people are using the internet and doing it themselves – simple flights and hotel bookings but over the past four years there has been a move back to using travel agencies.” LONG LIVE THE AGENT Newell cites the two main demographics using travel agents are the millennials and the boomers/mature market. Some might find surprising that millennials (those born after 1980 to the early/mid 2000’s) are using agents, but millennials have their bucket lists just like other travellers. It’s not about just hopping on a coach tour and observing. It’s more about interacting and participating in the culture, the people and the adventure. They want the inside scoop and to talk with someone who has the knowledge and understanding of their needs – step forward the travel agent. Sure social media comes into play especially with the millennials and no doubt that too has influence on their travel decisions. Simply put, working with a travel agent has its benefits. Yes, it can save money, but more importantly it can save time, provide peace of mind, and equip them with the experience they seek without hassles. I will book myself on a simple flight or hotel within Canada or the US, but on more involved and itinerary driven trips I resort to a good friend and travel agent for advice and booking the trip. I have also recommended other members of my family to do the same for many years. My father, for example, is a tennis fanatic and that is central to where he vacations. Many resorts have a couple of tennis courts but my father wants a resort that has a full tennis programme and courts in top condition. How many resorts have you seen where the tennis courts are in a terrible condition with grass growing out of the asphalt? Or with just one or two courts? My travel agent friend did extensive research on not just the tennis facilities but his other needs and requests. It ended up being one of the best holidays and the tennis facilities at the resort were extensive and in peak condition. He would never have found this resort on his own. FIND THAT NICHE I believe agents that have the most value to clients are the ones who specialize either in a particular geographic region or country (or even city) and those who have a niche market expertise. Traditional niche markets can be golf, spa/wellness, adventure, wine, weddings and honeymoons, culinary and many others. However look at other special interests or types of travel as well. Be an expert in multi-generational travel, family reunions and girlfriend or guy getaways. Or be the go to person for finding the best local guides for travellers. Look at specializing in creating road trip adventures around the world or the expert where movies and television programmes have been shot. Just look at how popular Game of Thrones tours have thrived in Ireland and Croatia. Once you find that niche promote it through social media and join different chat groups, forums and other ways to showcase your expertise and for people to contact you. Agencies need to do a better job promoting their specialists and engaging in the communities and the markets that they specialize in. PROMOTE, PROMOTE Agency groups have not done a stellar job with the consumer and the consumer media in promoting the value of the agent. The shift has to change from the focus of the agent saving the client money to the emphasis on the added value the agent brings to the client. Due to volume most agents and agencies have arrangements with hotel chains, car rental companies, airlines, etc. What’s better than arriving at a hotel and getting a room upgrade due to the added perks the agent was able to obtain through its relationship with the hotel chain. Or maybe a free breakfast or golf/spa credit is included. That is something the client will remember and value as they would be unable to get those themselves. Terrorism can happen all over the world including immensely popular tourist cities like Paris. What does a traveller do if they have to change flights, cancel hotels due to an emergency - or don’t feel comfortable going to a place where there was a recent terrorism incident? The agent is there to reassure and assist clients and provide that peace of mind. ASTA in 2016 will be enhancing its website and promoting its agent members’ services and value to the consumer. ACTA and TICO here in Canada have some consumer awareness programmes but more needs to be done with the consumer media and educate the everyday traveller. We need to make the profession sexy. What we really need though is for Hollywood to create a TV series or movie where the super hero is a super travel agent!