Despite the competitive pressures and challenges that online
travel has brought to traditional travel agents, many agents are still making
“a huge amount of money,” said Nolan Burris, an industry educator and speaker
with Future Proof Travel of Vancouver.
The No. 1 reason for their success, Burris said during a
webinar for the Travel Institute, is that they constantly remind customers, in
big and small ways, the value of using their services.
It starts with the first contact a client makes, he said.
When a client calls or emails about a potential vacation destination, successful
agents don't automatically start researching travel products and assume it's
the right trip for the client.
“The mistake agents make is what I call rule No.1: Never
believe a customer knows what they want, even if they think they do,” he said.
“Agents who are successful do a good job of communicating with their clients
their value, and it starts with 'Is this the right cruise or is this the right
tour for you?'”
Agents often overlook promoting their services, especially
contrasting what they offer with online booking sites, Burris said. One
advantage of using agents is their ability to take a deposit for a cruise or
other vacation booking and then return it if their clients' plans change.
“That's something that only travel agents can do,” he said. “Expedia
wants all the money right now. We need to be proactive at promoting that
advantage of using a travel agent, because it's a big one.”
Another key advantage is the agents' relationship with
preferred suppliers, he said.
“Agents can tap into resources that the average Joe just
doesn't have,” Burris said. “Let them know that when they deal with you they
are dealing with a person who has connections, relationships, partnerships and
clout with cruise lines and tour companies. Let them know that suppliers
provide ongoing training and support and that you stay on top of what's new. We
need to talk about this proactively.”
Contrary to popular belief, consumers are not necessarily
looking for the best deal when they contact an agent, Burris said. More likely,
they are looking for expert advice and help and are happy to pay professional
fees for it.
“Let them know what travel agents can do. They can pull
favors from suppliers. When volcanoes happen, when hurricanes happen, it's
travel agents who get busy and take care of customers. They can tap into their
supplier relationships and get extra assistance for their clients.”