Agent Diary: Getting customers to see that you can’t put a price on expert advice

What a few weeks it’s been! The late summer bookers arrived just as the early birds started planning for 2027, making for a busy but rewarding period – and it’s got me thinking about what value really means to our customers.

Like many agents, we have customers who have booked with us for years and trust us with one of the biggest purchases they’ll make each year. Yet it’s becoming increasingly common for them to compare prices online and come back asking if we can match what they’ve found. That’s simply the world we live in – shopping around no longer means another high street agent, but the sofa and a few minutes on the phone.

Value proposition

As travel professionals, we understand that two holidays aren’t always the same. Baggage allowances, transfer options, room types, flight times and booking conditions can all vary. But our customers aren’t travel agents – they simply see two prices and want to understand the difference.

The challenge for us is helping customers recognise that value isn’t always measured by the lowest price – whether that’s expert advice, or the reassurance that someone is there to help put things right when things go wrong.

The customers who come back to us aren’t questioning our service – they’ve already experienced it. They’re simply trying to make their household budget stretch, and who can blame them? Our job is to keep demonstrating why booking with a trusted travel agent offers value long after the booking has been made.

I’m still a huge believer in the value of a package holiday. There are countless online providers offering tempting prices, but it’s only when something goes wrong that the difference becomes clear.

A friend of mine recently booked accommodation through one of the biggest online accommodation companies advertised on television. Five days before departure, her original accommodation was cancelled and an alternative arranged – but when she arrived, the replacement booking didn’t exist. She spent her first afternoon finding somewhere else to stay, and had to pay for it herself as the company couldn’t settle the bill, leaving her to max out her credit card and wait 10 days for a refund.

Supplier support

We’ve also seen first-hand how much the right suppliers can make a difference. The Latin Routes team were exceptional recently. They supported two couples on once-in-a-lifetime holidays to South America, and worked tirelessly to rearrange itineraries when parts of Bolivia became a “no-visit” destination.

Similarly, CV Villas helped one customer in Morocco after their return flight was cancelled – arranging overnight accommodation, new transfers and alternative flights, while keeping us and our customers informed throughout.

Value isn’t always obvious at the point of booking; sometimes it’s only revealed when plans change unexpectedly. Price will always matter, but expert advice, trusted relationships and suppliers who genuinely care make the biggest difference when it matters most. That’s something I’ll never stop shouting about.

It’s a brilliant time of year for sport, not just the The World Cup

The World Cup may be dominating the headlines, but it’s a brilliant time of year for sport in general. Cricket grounds are busy, rugby clubs are gearing up for the new season, golfers are enjoying lighter evenings and local rounders teams are out in force. It also reminds me how connected independent agents are to their local communities.

Many of us sponsor grassroots teams, donate raffle prizes, support charity sporting events or spend weekends cheering on family and friends – some even pulling on their own boots or picking up a bat. We’re not just helping people explore the world – we’re also supporting the communities we’re proud to call home. So, here’s to backing our local teams and cheering them on.