Computers are terrific. I'm dazzled by what you can accomplish with
them. But I try to keep in mind the things that can't be
accomplished and the advantages that remain for the
brick-and-mortar retailer. One advantage is the ability to see the
travel product in a way that a computer can't duplicate.
Familiarization trips may be more difficult to achieve these
days. The airlines certainly are fussier about providing the space,
and even if suppliers offer reasonably priced trips many agencies
worry about the work time lost when staffers are away.
But fams provide the agency with the continuing edge they need
over technology, the edge that comes from saying "I've been there
and seen it."
It's not possible for an agency to have eyewitness experts who
have been everywhere, but it is possible to have enough first-hand
experience with major travel products and destinations to handle
many potential inquiries.
In the cruise sector, for example, the concentration of ships
among relatively few lines with departures from only a handful of
ports makes it possible for at least one person in an agency to
have personal experience with a high percentage of cruise vessels
and itineraries.
Agencies can have a Europe expert or a Hawaii expert, and those
staffers' knowledge will be put to the test frequently because of
the popularity of the destinations.
On-line travel sites make an effort to compete with the
first-hand knowledge of brick-and-mortar agencies, but they tend to
do so by licensing guidebook information.
While this type of material can be helpful, it's no match for
the person in an agency who has recently visited a destination or
taken a cruise.
With all the financial pressure on agencies, it would be easy to
conclude that fams are a luxury that detract from the day-to-day
needs of the business.
But the knowledge gained from personal travel experience remains
the single greatest asset that a travel agent brings to the
operation.
Whatever it takes, agencies should make sure that their key
staffers continue to travel enough to retain the competitive edge
that will keep the brick-and-mortar retailer in the forefront.