The British Tourist Authority believes its new Brit Agent
specialist program is coming at the ideal time for travel agents.
"This is the right time to be introducing such a program," says
Louise Bryce, program developer. "Travel agents are responding to
changes in the marketplace and to the effect that technological
advances are having on their profession."
The new program answers the need arising from an increasing
focus on leisure sales along with a shift to fee-based revenue
structures in light of airline commission cuts, according to the
BTA. In addition, clients have become more experienced and have
access to more information and booking options via the
Internet.
The Brit Agent program was developed in response to the
increasing need by the industry for more specialist destination
knowledge, Bryce says. "It is imperative that the BTA, as a
National Tourist Board, provides travel agents with the resources
they need to sell more business to Britain and to increase the
value of that business," she says. "The BTA has worked very closely
with ICTA to ensure an exceptionally high standard of educational
content within the program and, through consultation with the
industry, to provide the right range of benefits and rewards that
agents who are prepared to invest in training deserve."
According to the BTA's research, agents cited acknowledgement
and a preferred relationship with the National Tourist Office as
being very important to an agent specialist program, along with
recognition by a professional body.
The BTA says the Scottish Tourist Board, Wales Tourist Board,
Northern Ireland Tourist Board and Jersey & Guernsey Tourism,
plus five English regions are supporting the new Brit Agent program
along with 24 travel and travel-related companies.
The main elements of the new Brit Agent program include the
following.
An eight-module self-learning manual. Modules include Selling
Britain, England, Wales, Scotland, Northern Ireland and the Channel
Islands; London; Independent Travel; Themed Touring, and Special
Events and Activities.On joining the program agents will receive a variety of
benefits including a monthly BritFax, detailing product offers and
the latest destination information; Britain promotional videos; a
BritFile, containing useful stationery items and BTA reference
material; exclusive access to BTA study tours; exclusive access to
a Brit Agent area on the BTA's Web site, and a priority hotline to
the BTA's training information counselors.On passing an ICTA-administered, 100-question multiple choice
test, agents will be eligible for an academic credit of one
elective in the CTC curriculum. If they are already CTC-qualified,
they will be eligible for continuing education credits. They will
also have the right to use the Brit Agent logo on business cards
and promotional material; be referred to more than one million
consumers who contact the BTA annually through its Web site or call
center or visit its consumer shows, and receive a bulk supply of
BTA literature.