What Agents Need To Consider When Partnering With a Supplier

Charts, rankings, pros-and-cons spreadsheets – these are all tools we use on a daily basis to help in decision-making processes. For travel advisors, when it comes to choosing which suppliers to partner with, the answer is not one-dimensional, but rather involves a series of considerations for oneself and one’s agency – and most of all, one’s clients. 

With so many suppliers to choose from, picking the right one that will suit all of your needs is critical to your long-term success and the repeat satisfaction of your clientele. So, when talking to the experts about what to look for in a supplier partnership, here are the points they urge travel advisors to keep top-of-mind. 

Allegiance to the agency channel
Being loyal and dependable is high on the list when it comes to narrowing down partner relationships. And some suppliers even take it a step further, collaborating with travel advisors on business plans, growth strategies, and motivating them to be better. Their response when you ask for assistance is a good signal as to whether or not they are worth your time – and gratitude for your business doesn’t hurt either. If you sense that their goal is for both parties to succeed, odds are you have a good match. 

Tonia Long, an agent with AAA Oregon/Idaho, has her own set of criteria when choosing one supplier over another. “The biggest factor for me is reputation and feedback, and of course, being consistent. I don’t recommend anything to my customers that I would not want to do, so I make it a point to personally travel with the suppliers I work with. It’s important for me to feel that the company provides quality, safety and security, a very good value, and fun.” 

Customer service
Responding is one thing, but responding in a timely fashion with solutions that keep your customers happy is an altogether different story. With so many choices for travel suppliers, travel advisors don’t have time for suppliers who do not make themselves available. The expectation should be consistent quality care that goes above and beyond at the reservations, sales, and executive level. When issues arise (and they will), take into account what the supplier does to assist and make it right, and how long the resolution took. 

Ease of booking is also a critical factor in the decision-making process. Consider whether the supplier has both round-the-clock online booking capability, as well as a call center armed with a knowledgeable reservation team ready to assist and answer your questions. Lastly, ask this question: Do they have a team on-site in the destinations they serve if there is a client emergency?

Repeat business
If your client has been there, done that, then odds are they are looking to change things up. And if you want to entice them to book with you again, you need to work with suppliers who aren’t afraid to evolve with the times and refresh current products based on customer feedback, and most of all, introduce new itineraries and experiences that will excite them and you. Let’s face it, if the products you are being asked to sell don’t interest you, not only will they not thrill your clients, you’ll also struggle with selling them. Today’s traveler is seeking irreplaceable experiences and you should be looking for supplier partners who deliver innovative journeys that are current and unique. Don’t forget that you are a memory-maker. 

Commissions, commissions, commissions
Do you want your commission check to come with a comma? Don’t settle for less, when you can find a quality supplier who is willing and able to give you your fair share, and then some. You’ve worked hard for that sale and the client shouldn’t be the only one who returns happy. Know your value and partner with suppliers who pay top commissions.

Another way to guarantee higher commissions is to work with “one-stop-shop” suppliers who can offer you flights, pre- and post-trip stays, and insurance all with one phone call or a simple stroke of your keyboard. 

Longevity and security
Is the supplier fully insured? By who, and for how much? How many years have they been in business? These are important questions that need to be asked because they provide you with the confidence to sell their products, and the assurance that your clients’ money is in good hands.

And then there are the cross-benefits that come with working with a supplier who has multiple brands. For example, if your client has traveled before with a sister brand, they will often be treated as past guests and awarded additional benefits such as extra savings and invitations to repeat guest cocktail parties where they will be acknowledged and thanked for their business. 

Who tops your list?
Bonnie Crosby, owner of Holiday Cruises & Tours, an agency that is rapidly moving into the guided vacation travel business, said the key to picking the right supplier is as simple as: “No loyalty to us, no loyalty to them! I have no qualms about not recommending a supplier that is not supportive of us. We have wonderful suppliers who care about our business and will do most anything to help us not only grow our business, but will be there if needed. Why would I not put them at the top of my list when a client walks in the door?” 

The takeaway: When all is said and done, remember that a partnership is only a worthwhile collaboration if both parties benefit. 

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