Opinion: Dynamic packaging takes real talent – 15 Mar 2007

John Tolmie, managing director, AA Appointments

John Tolmie, managing director, AA AppointmentsThe very nature of dynamic packaging requires different skills from selling a traditional package holiday.

Agents who sell both are similar in their destination and product knowledge, but the dynamic packaging agent has to have a thorough understanding of the component parts that make up the holiday: flights, hotels, transfers, car hire and add-ons.
An agent who dynamically packages requires a good knowledge of suppliers. Knowing where to look for the best deal is all-important. The success of a sale can come down to sourcing a cheaper flight or a better hotel rate, so the more knowledge at the agent’s fingertips, the better.

This also requires more knowledge of systems as agents source their deals, typically on the Internet, but often direct from suppliers’ systems. Global distribution systems skills are also much sought after, giving the agents who dynamically package an even better control of flights, hotels and car hire.
For the dynamic packaging agent specialising in long-haul destinations, a thorough understanding of net fares is also vital. The ability to source a good net fare with a reliable supplier, adding a well priced hotel from a respected operator and being able to add a healthy margin for their employer means the most talented dynamic packaging agent is a much sought-after talent, and definitely here to stay.

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