The retail travel industry has responded promptly and harshly to a "Woman’s Day" article critical of travel agents. Hundreds of agents have posted comments on the magazine’s website pointing out alleged errors and inaccuracies.
Titled “Ten Things a Travel Agent Won’t Tell You,” the article said that agents may try to influence customers to buy a particular product because of the commissions they’ll earn for that sale, rather than what’s best for the customer.
John Lovell, president of Travel Leaders Leisure Group and Vacation.com, wrote a letter to Susan Spencer, Woman’s Day editor in chief, saying that the article misrepresents the way agents do business.
He focused on a highlighted statement in the article that said agents make major commissions, when agents are moving to a hybrid model of commissions and fees.
“With a little bit of research, it would be quite clear that the days of travel agents making significant commissions on travel bookings are long in the rear-view mirror,” Lovell wrote.
He said that agents work with their clients to make sure products and services fit the client.
“That’s why building relationships is so important — to truly understand what the client likes and dislikes and what they would value in [return] for their discretionary spending. The clients’ needs come first; it is as simple as that. And once that relationship is established, it’s all about maintaining their trust and confidence.”
Barry Liben, CEO of Travel Leaders Group, also wrote to Spencer, saying that while he appreciated Woman’s Day’s effort to take a deeper look at travel agencies, the article contained major errors.
“Just like any other business, travel agencies are founded on repeat business and are built on serving the needs of the customer,” Liben wrote. “Steer our clients wrong once, and they’ll never come back. But give them what they want, the way they want it, when they want it, and we not only have repeat customers, but we have them for life.”
Follow Kate Rice on Twitter @krtravelweekly.