The Travel Agency Proposition: Adding Value Is Key

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Nexion President Jackie Friedman, CTC, CTIE, will participate in a panel discussion about the Travel Agent Value Proposition today at the ASTA Global Convention. Friedman will be joined by Kevin Wang, ASTA director of research, Kelly Bergin, president, OASIS Palm Coast Travel, Robyn Basso, senior director of Travel Industry Partnerships for the Hawaii Visitors and Convention Bureau, among others.

Here’s a preview of some thoughts she will be sharing at that session.

What do you consider to be the real value proposition that travel professionals offer today’s leisure traveler?
Booking a trip takes hours of research and navigation through countless travel products and offers. Frankly, it can be overwhelming for the do-it-yourself consumer.  In most cases, a savvy travel professional knows more about the destination than the consumer, and can make recommendations from personal experience or client reviews. The fact is that travel professionals can help consumers find the best value and save them countless hours of sifting through options.  The agent also may have connections in a destination to help their clients find those hidden gems and amenities that make a vacation even more memorable.

Do you think that more consumers are coming to understand the value travel agents provide? Are we getting the word out?
In some cases, consumers find out about the value of travel agents after the fact; when things go wrong.  Whether it’s flight delays and cancellations or problems at the destination, having an advocate in your court to help resolve the issue is priceless.

I believe consumers are increasingly aware of that, and there is a shift back to engaging a travel professional, especially for more complex trips. It takes time to book the perfect vacation, and many consumers are glad to have someone do the leg work for them. It is true that many agents charge fees, but if they can demonstrate the value they provide, most consumers are happy to pay for the peace of mind and expertise.

What do you think of ASTA’s research that shows that the leading generation purchasing travel agent services today is Millennials?
It’s intriguing and interesting that a generation that is more Web-savvy and “connected”  is turning to a more traditional way of booking travel—however, I do believe that it is the case. I suspect Millennials are seeking specialists who have a deep knowledge of the exotic destinations and cultures, to supplement the extensive research they have already done. They have money to spend on their vacations, but, at the same time, are looking to get the best value for their dollars.  Another factor is that Millennials are always on the go, and there is value in handing over the planning to an expert.

What is the single most important point you want to leave the audience with at your panel?
Ultimately, the extent of the value proposition really depends on the agent.  The best travel agents focus on building long-term relationships with their customers and take the time to truly listen and learn about what travelers want and what they value in a travel experience.  They are good listeners and understand that booking travel is much more than a transaction.

The best travel agents look for opportunities to add value throughout the process. They keep in touch with relevant information and tips prior to travel, and most importantly, they follow up after the customer returns.  Top travel agents don’t settle for indifference—which is where the customer does not attribute the travel experience to anything the agent did. If the customer views the agent as a trusted advisor, then the value proposition is clear.