Mobile technology and delivering information via text messaging will play a hugely important role in the future of travel and the way travel agents communicate with customers. But do you really know what it’s all about and how to get involved for the benefit of your business?
The growth of mobile has been similar to that of the internet in many ways, and we can learn from that growth pattern. The internet is now viewed as integral to all businesses, and is seen as another channel to market and one that can deliver across the value chain, from sales, to marketing, to operations and communications.
The mobile opportunity should be viewed in the same way as the internet. Mobile is not going to replace any other communication channel, but will play an important part of the product/service delivery mix in the future. It will only serve to enhance customer retention and satisfaction.
Earn money
The travel industry works on very low margins and, in such a difficult trading climate, every penny counts. As an agent, you should take every opportunity to improve your earning power.
Offering customers the chance to interact via text is a financially rewarding option. You can offer the customer a package of information, possibly to include their itinerary, flight information, booking reference numbers, a weather forecast, events while in their resort, return flight alerts, and maybe a post-holiday message.
A charge can be made for this package, and commission earned. The customer can also request further local relevant information while they are in resort, and every time they text a request, an automated response can be sent, again allowing you to earn even more revenue.
You can deliver sales messages to sell more car rental, airport car parking, airport hotels, lounges, travel insurance, attraction tickets – before the customer travels or even while they are away, and all delivered via a text.
Save money
How often do you have to make expensive telephone calls and send letters to chase customers to pay final balances on their travel arrangements? Instead, send them a text.
With the latest technology, you can send texts from your office computer for less than 10% of the cost of a phone call or sending a letter. It is immediate, and you’ll be surprised at how quickly customers react to a text versus a letter.
Deliver customer service
Why not deliver booking confirmations and reference numbers, insurance policy numbers and emergency phone numbers via text (you could charge the customer to receive it, or offer it as a free service to differentiate your business)?
Notify your customers of any important operational changes, flight changes, or have an instant communication tool in the event of an airline or tour operator failure.
Mobile phones are the most effective communication tool in the event of a crisis. You have a ‘duty of care’ to inform your customers of any issues in their destination.
You don’t have representatives in resort when your customer is away, but offering a ‘Rep in the Pocket’, is a way to offer a superior customer service experience, and a tool to help you retain that customer.
Find out more
Travelbuddy offers you a complete strategy and a desktop system to manage and deliver communications to your customers via mobile. Email info@travelbuddy.co.uk for a free copy of The Travel Agent Guide to Mobile.
The Travolution White Paper, in conjunction with Travel Buddy, explains the opportunities of using mobile phone technology in the travel industry. It is available on request by emailing ian.taylor@travelweekly.co.uk.
Mobile coverage from Travolution
- Becoming more mobile
- Amadeus gears up for mobile push
- Mantic Point targets operators with new mobile tool
- Mobile users happy with travel advertising on handsets
Neil Herbert has held senior sales and marketing roles in the travel industry with businesses including Holiday Extras, MyTravel, Cosmos and British Airways.
He started his travel career as an agent and is a board director of the Institute of Travel and Tourism.