Customers are turning back to high street agents. Keep them coming by offering the one thing the internet can’t – your knowledge. Ross Bentley reports
It would appear that reports of the death of the travel agency have been greatly exaggerated.
Whereas not too long ago many were predicting a dark future for agents thanks to travel and airline websites with direct booking facilities, there now seems to be a revival in their fortunes.
According to ABTA, around 70% of bookings for next year’s summer holidays have come via agents.
Julia Feuell, managing director of travel recruitment agency New Frontiers, said reasons for this upturn include the collapse of package holiday provider XL Leisure Group – which has caused many to seek protected holidays – and the breakdown of trust between the public and the low-cost airlines “which increasingly seem to be adding on £10 here and £10 there”.
But, warns Feuell, agents should not rest on their laurels and must look to continually improve their service and skills. They must become more professional if they are to prosper in what will be an increasingly competitive sector over the next decade or so.
The foundations for creating a more professional travel industry are already being laid, according to John Humphreys, diploma manager at People 1st – the sector skills council for the hospitality, leisure, travel and tourism industries.
The organisation is co-ordinating efforts to develop a Diploma in travel and tourism – one of 14 specialist Diplomas due to be offered by schools and colleges across the country by 2013.
The Diploma is a new route that will run parallel to GCSEs, A levels and apprenticeships. But the exact details of what will be contained in the curriculum – aimed at 14 to 19-year-olds – are not yet available.
These are being developed through a partnership of employers, education providers and awarding bodies.
Humphreys said: “Employers have told us they want young people entering the industry to be equipped with a range of relevant skills that will add quality and value.
“They want them ready to advise knowledgeably and be able to fit customers’ needs and expectations with appropriate products.”
Other skills in demand include knowledge of destinations and their cultures, an aptitude for leadership and management as well as the ability to work as part of a team and give good customer service.
An integral element of good customer service is good listening skills – something too few agents possess, according to AA People Development managing director Debbee Dale.
“To survive in the future, agents must improve their communications – the way they question and listen,” said Dale.
“Many tend to simply offer the product they know rather than ask customers questions to really understand their requirements. They seem afraid in case they don’t know [enough], but a well-trained professional should be confident.”
Joining ABTA and the Institute of Travel and Tourism’s accredited travel professional scheme or becoming a member of the International Travel Partnership are also ways to gain more credibility.
As is keeping up to date with industry news, said Dale, who thinks it will be the proactive agent who is successful in years to come.
She suggests agents hold special events aimed at specific markets, perhaps in partnership with suppliers – a cheese and wine evening to promote France, for example – and ensure they coincide promotions with the time of year when many people are thinking about booking a holiday.
Feuell at New Frontiers believes creativity in this area will be key for agents. She cites an agency which hired a limousine to take loyal customers on a tour of a cruise ship and another which regularly serves coffee and cookies to customers as examples of agents going out of their way to get closer to clients.
An affinity with technology will also be crucial. “Agents will have to know how to segment their client database for marketing purposes and we will see more agents featuring travel TV or DVDs in their stores to inspire people,” said Dale. TW
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