The Top Three Reasons for
Choosing A Travel Agent
by Gary C. Sain, CTC, CHME
(Partner & Chief Marketing Officer -- Yesawich, Pepperdine, Brown & Russell)

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Reason # 1: The ability to provide the best options and prices.

It is not just about price. Consumers are looking to travel agents to provide the best overall solution to their individual travel needs. Sure, price matters. However, we have a tendency to immediately think price is what sells and not necessarily what the customer wants or needs. Qualifying the customer upfront can provide you with a relevant needs assessment. You may determine it may not just be about price.

No two customers are alike. What works for one may not work for another. Taking the time to better understand your customer, one at a time, can increase your closing percentage. Price is important when it is the only thing you sell. Personalization is the next killer app is travel. Providing customers with travel experiences "built for them" can be your discernible difference.

Research states that 30 to 40 percent of consumers will buy price. However, 60 to 70 percent will buy value. You should only seek out and do business with value-oriented customers. You will never turn price customers into clients. They will always go for the lowest cost. You will not win at this game. Instead, focus on the larger audience who seek value. These are customers who value more than just the price tag. They appreciate your value equation. And, if you provide uncompromising personal service, they will become lifetime clients.

Reason # 2: Saving money.

Saving money is also not just about price. It is more about value. If the hotel was not the right location, if the cruise line did not cater to the right audience, if the golf course was not challenging enough . . . it does not matter how much your customer saved. They will not come back to you. One can save a ton of money and be miserable. Saving money is important to consumers only after they have evaluated the value equation.

Consumers have no time. We live in a time-deprived society. Six in ten leisure travelers do not feel they have enough vacation time. The value of a travel agent is the ability to provide a personalized travel experience at the right quality and price and (most importantly) with a savings of time and energy for their customer.

Sure, one can save money going online and spending hours to find the best deal. But a travel agent is a time- and energy-saver. They have the insight to match the right travel product at the right price with the appropriate needs. In fact, the value of a travel agent will become more enhanced in the future as the world becomes more complicated, time-deprived and stressful. Consumers will turn to travel experts who will act as travel concierges and consultants.

Value is what they are looking for. This is where you, the at-home travel agent, can provide a discernible difference. By properly qualifying your customers upfront, you can recommend relevant personalized offerings and also provide cost saving strategies. Moving a date, changing the location of a room/cabin, being open to flight options -- these steps all can save money and add value. At the same time, nobody wants to pay more than necessary. In today's environment, it is now fashionable for customers to brag to their peers and friends how much they saved -- whether it is a hotel room, airline seat, or cruise. The Internet has certainly enhanced price loyalty. However, if the trip goes wrong for whatever reason, they won't be bragging about the price!

Value is not just price times quality. Value is also saving your customer time and energy AND offering relevant travel offerings. With today's time-impoverished consumer, being a time and energy saver; backed up by product knowledge, can be a huge value proposition for your customers.

And remember: If customers have a negative travel experience, you will never hear from them how much money they saved -- only how bad your recommendation was.

Reason # 3: Product knowledge.

Customers buy insight. This is the most important attribute next to the offering of pricing and product options. Travel agents can position themselves to be travel experts if they have the proper training and knowledge. You cannot be expert in everything. It is important to narrow your scope in travel products and experiences. Positioning is narrowing your product offerings in order to create a distinction (your insight) to your targeted audience. The key is being exceptionally knowledgeable about your product offerings. Know more about them than anyone else. This is the insight consumers seek.

Learn about the travel products you are recommending through fams, site inspections, preferred partner training opportunities, travel conferences, collateral, the Internet, past customers, etc. Your insight is what your customers will pay for -- not a brochure or handout. Insight is your most valuable asset.

In addition, accreditation builds trust and credibility. Whether it is a CTC, CTA, DS, MCC, ACC, etc., these certifications help to inform the customer they are dealing with a travel professional. In their eyes, you are a committed professional who has taken the time and made the financial commitment to be the best. Always remember: You never stop learning.

There are no limits. The more you gain insight and knowledge about your chosen profession, then the more successful you will become. Life is not based on reaching a destination or milestone and then quitting. It is the lifelong journey that counts -- a journey which challenges you at every turn and makes you better tomorrow than you are today. As long as you are passionate about what you do, you can be the best at what you do!