CBS Editor Sees Bright Future For Specialists Who Charge Fees
by Andrew Sheivachman /Travel media personality Peter Greenberg considers travel agents an invaluable resource for consumers. And he expects agents to become even more important to leisure travelers in the near future.
Greenberg, travel editor for CBS News and proprietor of travel advice portal PeterGreenberg.com, delivered a keynote speech on “The Future Traveler” (see sidebar) and moderated several panels during ASTA’s Global Convention aboard the Norwegian Breakaway last week.
Travel Market Report spoke with Greenberg to learn more about his views on the future traveler and the future of travel agents.
Changing consumers
Greenberg said traveler surveys often miss the most salient points of what travelers really want. “There have been dramatic changes, in terms of defining the leisure traveler today.”
“It’s not a matter of when, whether or if people will travel; it’s a matter of how they will travel and how creative they will be to get what they want.” This creativity is core to how the needs of travelers have shifted.
Consumers also need to feel in control. “The traveler today and tomorrow wants to be much more in control of their travel choices, especially itineraries and budget,” said Greenberg. “It doesn’t mean they are going online though, because going online takes control away.”
This is where great promise lies for agents.
Specialization & fees
Greenberg himself calls on the services of six travel agents, relying on their specialist knowledge to plot his adventures.
“Travel agents today have to be specialists,” said Greenberg. “Whether it’s bicycle travel or barge travel, agents have to be experts and trusted sources.” He compares agents to specialist doctors, with clients looking for specialized knowledge a la carte.
He also believes agents should charge accordingly, instead of relying solely on commissions. Agents who charge fees define their own value proposition, he said.
“Too many agents are hung up on cost and don’t focus enough on the value they provide,” said Greenberg. “If an agent charges me $50 and gets me into a hotel that’s booked, or gets me an experience I wouldn’t normally have had, why wouldn’t I pay for that service?”