Yana Gutierrez, vice president of strategic partnerships for American Express Consumer Travel, assumed direct responsibility for the American Express Travel Representative Network at the end of last year. She talked with Travel Weekly's Kate Rice about her new relationship with the rep network.
Q: Why did your role with the rep network change?
A: I've always had oversight for the rep network. I was always at our advisory board meetings. And I spoke at the annual meeting every October. But the difference now is that I've definitely increased my daily involvement with the offices. I'm out on the road much, much more. Part of the changes that we made last year was because we saw real synergies between the strategic-partnerships side that I already owned [with suppliers] -- it was all about the relationships -- and the rep network. Rather than have a layer between me and the rep network, it made more sense to take more direct responsibility for the rep network so we can more easily realize the synergies.
Q: Why are such synergies important?
A: The volume of sales that our rep network drives as compared to our proprietary channels -- the call centers and our online presence and our agents who work at home -- is significant. It's important to design programs that meet both [the rep network agencies'] needs and our proprietary channels' needs. Being closer to the rep network helps me design the right kind of programs with suppliers that will drive customers into their doors.
Q: What are some consumer trends that you've working to address today?
A: Optionality is a trend. It's really about choice. [Consumers] want what they want, when they want it. Consumers have different personas. One is when they want a straightforward bachelor party in Vegas, then they just need a hotel. Or it could be a 60th wedding anniversary or a 20th, so they may need to interact with us in a different way. We look at the convergence of the digital world and the physical world. We have expertise across our global network of counselors and our Travel Insiders, our travel experts in destinations. And we look at enhancing our digital platforms to connect those people. We want to be as competitive as possible to serve [consumers] when they want it.
Q: Can you expand on that?
A: Consumers want more localized, more authentic experience, and they want somebody to guide them through it. That's why specialization is key, and we encourage our counselors to become experts in a particular niche. The proliferation of information and data is overwhelming, and that's a real opportunity for us to provide insight. And we know the millennials are not seeking the same travel experience that their parents are. So we need a business and counselors who are adaptable, who can operate in a digital and physical world.
Q: Are they adapting?
A: We have definitely seen our counselors becoming much more savvy when it comes to bridging this gap, whether it is actively engaging in social media or specializing in up-and-coming locales.
Q: Interacting with your cardmember base is an important part of your strategy. How is that going?
A: Our cardmembers are increasing their engagement with the rep network. That has grown 31% since 2009. We are thrilled with that.
Follow Kate Rice on Twitter @krtravelweekly.