Why You’re Better Than an iPad

Technology is no substitute for travel agents’ knowledge and enthusiasm, but agents still have to prove their worth with today’s Internet-savvy consumers, according to panelists at cruise3sixty in Vancouver, British Columbia, last month.

While travelers can book vacations on their tablet or computer, their devices aren’t going to steer them to the right trip. Nor will they spark anticipation and other positive emotions for travelers, said Ken Muskat, MSC Cruises’ new senior vice president of marketing and sales.

“How many people out there have seen your iPad or QR code jump up with joy and get excited? A travel consultant provides enthusiasm and excitement and continues to give you that excitement before going on your cruise.”

iPads can’t qualify
Another key differentiator for travel agents is their skill at matching clients to the right travel experience.

“When you’re qualifying a client and putting them on that perfect vacation, and they come back so happy, they’ll book again,” Muskat said.

“An iPad is not going to say that vacation is the wrong cruise for you, but a travel consultant is going to ask questions and guide their client to that perfect vacation.”

Passing the test
While agents typically expect to field questions from interested clients, discerning your client’s tastes and desires is key, panelists said.

“A lot of time prospective buyers are asking you questions and testing you,” said Randall Soy, executive vice president of sales and marketing at Regent Seven Seas Cruises.

“It’s important to listen, ask questions and qualify, rather than go with their need. Find out what their desire is; you have to ask questions to get to that place.”

Parse info for clients
Agents should be interpreters of information as well.

Consumers believe “that by having access to computers they’re smarter than you,” said Mark Kamerer, senior vice president of North American sales and marketing for Holland America Line. “Indispensable [for agents] is taking all that down to three choices and then the right choice.

“When many clients come to you they have information, but they can’t parse it,” Kamerer said.

Luxury clients need you
Soy noted travel advisors’ crucial role with traditional luxury cruisers.

“For luxury cruises, customers are counting on your counsel. They’re looking for you to affirm their choices, be there when something goes wrong and point them to the right decision,” said Soy.

While luxury clients usually do a lot of research on their own, the Internet can’t offer the hands-on experience that agents have with product and destinations.

“The idea that you’re a trusted source matters more than the opinions they can gather on their own,” said Kamerer. “You have to live that. Great travel advisors show up with a presence that makes them believed. That’s a critical quality.”

For more from cruise3sixty, see To Sell More Luxury, Go for the Upsell