New Tool Links Specialty Agents With Consumers

In the wake of the suspension of lead-generating web site Tripology, the Specialty Travel Agents Association (STAA) has launched a lead generation system called  Travel Planner. The system enables consumers to reach out to specialty travel agents via the STAA Web site, http://www.specialtytravelagents.com.

While consumers have always been able to search for specialty travel agents by destination, activity or special interest, Travel Planner now automates the way in which contact between the consumers and the agents is made.

Since its inception three years ago, STAA has been considering adding a lead generation tool to its Web site; when Tripology lost its funding and had to shut down, STAA president Sandy McDowell said the Association realized the timing was right.

“We’re constantly looking for ways that we can get specialty agents more business,” McDowell said. “I think it’s also important to get the public to realize that there are options to the general travel agent. The specialists provide so much more. It’s in-depth; there’s no comparison.”

When a consumer visits the site, they still search for the destination or special interest they are looking for. The site (www.specialtytravelagents.com) features approximately 150 search options. Consumers can cross-reference their search criteria, so they can search for an agent that specializes in both Italy and wine tours, or Ireland and biking.

Once consumers have checked all their search criteria, they receive a list of travel specialists that best match what they are looking for. They can search through the list and as they find agents who seem to be the best fit, they add these travel specialists to their Travel Planner.

Consumers can choose as many travel specialists to add to the Travel Planner as they like. However, McDowell told Travel Market Report she expects consumers to choose between one to three agents.

“I wouldn’t think that consumers would want to be contacted by more agents than that. But it’s their choice,” she said.

The key difference between STAA’s Travel Planner and sites like Tripology is that the choice of agent contact is left up to the consumer. With Tripology, consumers entered their information and the fastest agents got the leads. STAA has never been comfortable with this method and actually declined to work with Tripology when approached by the company, she said.

“If it’s the fastest click and you get three agents, those three agents might not be exactly who you want planning your trip. They might not be the best people to plan your trip,” said McDowell, herself a France specialist.

“With Travel Planner, consumers can search through the specialists and see which ones have strong ties to Tuscany wine tastings or language-immersion programs or whatever their interest is.”

Once the consumer has selected the number of agents they want to contact, they fill out the rest of the Travel Planner form with their own contact information and the requests are e-mailed directly to the selected specialists. STAA requests that all contacted agents respond to requests within 24 hours.

When asked whether allowing consumers to choose as many specialists as they want could lead to excessive “shopping,” McDowell said she didn’t think so.

When a person goes to a specialty travel agent, they are looking for something very specific and are more interested in finding the perfect fit than finding the lowest price, she said.

“I would say that 95% of people who come to me book because they know what they want already. That’s the beauty of specialty travel.”

McDowell added that like many specialty travel sellers she charges a service fee up front, which cuts down on “lookers.”

Travel specialists interested in being listed in the STAA database, and therefore eligible to receive leads through Travel Planner, must join Specialty Travel Agents Association. Though STAA does not double-check every claim a specialist makes, most certification claims are confirmed to ensure that agents aren’t saying that they’re something that they’re not, she said.

Membership is $199 per year and includes a profile on the site. Specialists can put photos and videos on their profiles, which they can change as often as they want. They can also list special packages in their profiles.

In addition, members can submit specials to STAA to be included in a monthly e-newsletter sent to the entire consumer database.

The Specialty Travel Agents Association does a limited amount of paid Internet advertising, but relies primarily on consumer travel shows to get the word out about specialty travel agents and the Association’s Web site. The Association will be at the New York Times Travel Show in New York City mext weekend promoting Travel Planner.

For more information, or to join, visit www.specialtytravelagents.com.