The term dynamic packaging has never really meant anything to the consumer, but it’s become a critical piece of travel industry jargon over the last two decades.
For many agents, the term represents a way of doing business that allowed them to survive, thrive even, in an internet age that was tipped to kill them off. The dual threat of budget carriers and OTAs meant traditional agents had to become more dynamic in how they sourced product, as consumers were encouraged to DIY to save money.
How ironic that the new Package Travel Regulations – devised ostensibly to bring OTAs into the regulatory regime – are raising questions about whether agents can afford to continue their own dynamic approach.
Will we see a return to agents being solely reliant on traditional fully-bonded packages? And what would this mean for consumer choice?
Let’s face it, it wouldn’t be the first time regulations intended to have a positive impact on the consumer end up having an unintended detrimental consequence.
Time will tell, but the industry has changed much in 20 years, and agents and their enlightened suppliers have proven to be adaptable survivors.
The message that consumers are better served and protected buying bundled products at the same time from the same place is having an impact on all sides. Just look at Expedia’s latest TV campaign, aired during Love Island, which reminds customers they can book a flight now and a hotel later without losing out on any savings, if they so wish.
What isn’t in doubt is that the message is great for agents selling packages as it gives them another reason to shout about the peace of mind they can offer.
Comment from Travel Weekly, July 5 edition