NEW YORK -- Home is where the agent is, or at least that is where
more of them are headed, industry leaders are predicting.
Consolidation in the industry, advances in technology and a more
demanding clientele are some of the key factors that will lead to a
significant increase in home-based agents, they said.
"There are major changes going on in this industry right now,
and agents have to prepare themselves for the future," said Alan
Kawadler, chief executive officer of the Natick, Mass.-based
Independent Travel Agent's Support Network.
"We're seeing a lot of the smaller agencies consumed by larger
agencies. And we're seeing a lot of the more experienced agents
leaving agencies and becoming independents."
And, according to Gary Fee, president of the Jupiter, Fla.-based
Outside Sales Support Network, everything in the industry seems to
be moving toward the at-home agent. "Right now, it is unbelievably
easy to be an independent contractor compared with the way it was
three or four years ago," Fee said.
"The vendors and suppliers have realized independents' value and
they have developed ways to work with home-based agents."
That includes a number of technology changes such as the
Internet, e-mail and third-party companies that have interfaced
with the CRSs as a way to get independents better technology
solutions and support. "For the most part, all independents need
now is a PC and Internet access," Fee said.
"And this latest trend has brought more sellers of travel into
the industry." He said that independents are changing the face of
the industry with the levels of service they are providing
clients.
"Most make themselves available almost 24 hours a day -- or at
least are able to respond on nights and weekends when more
traditional travel agencies are closed," Fee said.
"And a lot of them are going out to where the clients are,
visiting them in their homes. This is the type of service they
bring to the industry, and I think that trend will continue."
Bob Lepisto, president of the Wellesley, Mass.-based Institute
of Certified Travel Agents, which provides training and
certification for home-based agents, said the at-home trend is
happening in a lot of different industries, but is the the "perfect
situation" for the travel industry.
"These are entrepreneurs who are changing the industry with
their work habits and levels of service," Lepisto said.
"A lot of traditional agents are closing down agencies and
moving home to specialize in an area or type of travel.
"I think for a long time the words 'home-based agent' had the
connotation of being something less than a true businessperson, but
that whole image is changing."
Part of the image change, Lepisto said, comes from a higher
level of education and certifications for home-based agents. "As
people migrate home, professional certification is becoming
increasingly important," Lepisto said. "This certification provides
a way to validate your commitment and knowledge."
One of the biggest challenges for home-based agents, Lepisto
said, is staying current with what's happening in the industry and
with their peers. Technology, he said, is helping at-home agents
overcome that challenge.
Just ask the members of Independent Travel Professionals
Network, a group of 12 outside agents who met on line and continue
to network via e-mail.
Independent contractors Dianne Watson, from Largo, Fla., and
Mary Scholten, from Grand Rapids, Mich., met in an America Online
travel agents' chat room and began to e-mail each other regularly
for moral support. Since that time, the two have added members,
each with their own specialty.
Members also help each other with marketing hints, share
information on seminars and help with their respective client
newsletters.