Agents Are Back: That Spells Opportunity in 2014
by Robin AmsterTravel agents are back.
That’s the message for 2014 coming in loud and clear from top agency executives. They’re hearing a buzz and perceiving a turnaround in attitude – of both consumers and suppliers – about the great value agents provide.
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It’s not quite that simple though. The positive shift in thinking on the role of agents is an opportunity that comes with its own challenges, executives told Travel Market Report.
Agents need to make certain they’re continually developing their skills and demonstrating their value. Here’s how agency leaders view the opportunities facing the travel agency industry in the new year.
Agents: ‘I’ll be back’ – and they are
“The role of the travel advisor is coming back. We’ve seen how brands [suppliers] think they don’t need agents, then find they’re a valuable third party endorsement. Then there’s natural disasters, political unrest and all the rest of it. Travelers say, ‘I don’t need them,’ then think, ‘I could really use an advocate.’
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“Agents this year need to capitalize on that because there’s a buzz about coming back. As a trade and as individuals we need to promote that we’re here and that we can be advocates for both consumers and suppliers. And we have to make sure we’re the best place to get value.” – Alex Sharpe, CEO, Signature Travel Network
Bullish, but cautious
“I’ve never gone into a year where I’ve seen more supplier sectors really re-embrace the value of travel agents. From that perspective I’m bullish. But any kind of change in management at a major supplier or a push by Wall Street analysts could affect that.” – Matthew Upchurch, CEO, Virtuoso
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A place in the business
“Everything we read in the trades and everything you see in the numbers in terms of sales over the last few years has indicated that the travel agency business is not going away. People are utilizing the consultation of a professional. That’s why I still think that, as much as is coming forth online and through other sources of information, the travel professional still has a real stake, a real place in the business.” – Bill Sutherland, vice president, travel services, AAA
Help navigate the choices
“The travel agency business has an opportunity to be the beacon of light in this big storm of choice that’s out there. When you think about your typical traveler thinking about where they’re going to go, how they’re going to go, what they’re going to do when they get there, they would literally need a vacation from the amount of planning that’s required without any consultation. This issue of what a travel professional brings to help unclutter the life of our contemporary travelers is extremely valuable and remains a tremendous opportunity.” – Bill Sutherland, AAA
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Key to growth: niche markets
“A key opportunity for agencies is to focus on marketing to a niche. We are seeing tremendous growth in those agencies that are doing this; they continue to grow and surpass agencies that continue to be jacks of all trades. Hot markets include millennials, affinity groups and romance. There’s a strong concentration on the family market also. Our agencies that are highly focused are benefiting greatly from that concentration.” – Nicole Mazza, chief marketing officer, TRAVELSAVERS
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Staying relevant
“The agency community needs to find new ways to remain relevant to the client. This could be perceived as a challenge but it should be turned into an opportunity. There are so many different ways clients can get information. They are bombarded with marketing pieces – through direct mail, from other agencies, online. So successful agents need to look at that as an opportunity in that the client is being educated. If agents can find ways to remain front of mind, by finding different ways to keep in touch and truly be a valuable resource, they can turn that challenge into an opportunity.” – Jackie Friedman, president, Nexion
Supplying the experience
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“Traveling consumers are really seeking out the advice and expertise of travel professionals and this is a great opportunity for agents to hone their skills, to be true advisors and consultants. People are turning to travel agencies because they can become experience providers. Think of it that way and agencies can actually do that. The vacation experience starts with you. Agents need to step up their education, focus on the destination, hotel, resort or ship and what kind of feeling and experience these can deliver to the customer.” – John Werner, president and CEO, MAST Vacation Planners
An improving economy
“One huge opportunity is that we need to begin to capitalize on growing economic conditions which seem to be getting better – not as rapidly as we all would like, but they are improving.” – Bill Sutherland, AAA
Andrew Sheivachman and Marilee Crocker contributed to this report.
Next time: Agencies leaders look at the challenges for 2014
