Is a travel agent by any other name the same? Thirty-four percent of respondents in this year's Travel Industry Survey felt the term that best describes their job function is "travel agent," a jump from 25% who preferred that title last year. "Travel agent" beat out the titles "travel specialist," "travel adviser" and "travel counselor," in that order. Senior Editor Jamie Biesiada spoke with Ignacio Maza, executive vice president of Signature Travel Network, about the way retailer travel sellers prefer to identify themselves professionally.
Q: What term do you use to describe sellers of travel, and why?
A: Within Signature -- and whenever possible -- we use either "travel counselor" or "travel adviser." We use these terms because today's travel professional is not an "agent" but rather a counselor and trusted adviser to valued clients.
Q: Last year, only 25% of respondents identified with the term "travel agent," making this year's 34% a fairly significant jump. Conversely, the number of respondents identifying with the term "travel specialist" decreased to 28% this year from 32% in 2014. To what would you attribute those changes?
Ignacio Maza
A: The only reason that perhaps more professionals are using the term "travel agent" is that in some social media platforms, the term in favor is "travel agent," not "travel counselor" or "travel adviser" or any other category. The hashtag that seems to get the most traction in social media platforms is #travelagent, and this is the term most consumers are familiar with.
Q: Do you think the term "travel agent" might be making a comeback?
A: In general, we do not think so. More and more of the frontline consultants in our network are using the term "travel counselor."
Having said this, we do believe that the term "travel agent" will continue to get traction in social media.
We have to also keep in mind that, in general, the retail travel industry is trying to get its message and value story out to consumers nationwide.
Q: Do you think sellers of travel should attempt to rebrand themselves as something other than a "travel agent" on social media -- whether it be "travel counselor," "travel professional" or something else -- and move away from the #travelagent hashtag?
A: I think travel sellers should rebrand themselves on social media and start calling themselves "travel counselors," "travel advisers," "travel experts," which they are.
I think we should move away from the term "travel agent" because it no longer reflects what travel professionals are today.
Q: Should agents who work from home differentiate themselves from agents who work in brick-and-mortar agencies by name somehow?
A: No, there is no need to have a separate term. Today's consumer is seeking expertise, value, advice and solutions. The traveling public does not care if someone is working in a brick-and-mortar location or if they are dealing with someone who is home-based.