by Donald Wood
Last updated: 9:00 PM ET, Mon August 14, 2023
As the travel industry landscape continues to change due to
pent-up demand and concerns about high prices, more consumers are looking to
travel advisors to ensure they optimize their vacations.
While selling to existing clients is essential to any
agency’s long-term success, finding new and unique ways to appropriately
capitalize on travelers who never used an advisor before will undoubtedly
improve business.
In June, data released by the American Society of Travel
Advisors (ASTA) showed that travelers are increasingly looking to advisors to
book their next trip. Around 27 percent of member agents said that over half of
their clients are working
with an advisor for the first time.
Communicate Clearly
“I think with a client who is unfamiliar with booking their
travel with a professional advisor, I like to Inform, Explain & then
Service their needs,” Sioux Empire
Travel’s Tyson Wharton said. “I lay out how our booking process works and
how my business can benefit them and their travel.”
“After I have informed them of what we do, I explain how the
process works from booking to returning home,” Wharton continued. “After
explaining how I can help them, they feel very comfortable with me and my
service, and I have a client for life! It's all about that clear communication.”
Personalize Service
One of the most significant benefits of using an agent
instead of booking yourself or through an online travel agency (OTA) is the
personalized service.
With the ability to
call an advisor instead of a call center in case plans change or something goes
wrong, travelers feel security only available from the customized service.
“A good travel advisor should be able to save you time, be
reliable and responsive, pay attention to the small details including details
that the client may not have thought of, like insider tips and knowledge of the
destination, product or brand that clients are considering,” Bespoke Travel Group’s Sharon
Campbell Little said.
“A good agent should listen carefully to your wants and needs
and guide you accordingly and always make recommendations that are a good fit
for the client rather than a good fit for the agency or advisor,” Little
continued.
Be Up Front About Fees
Another concern for travelers is the fees that travel
advisors charge compared to booking themselves online. While some agents charge for
their services, the costs are incorporated into the price and are a small price
to pay for all the additional services. Some don't charge fees at all.
“I have been getting more clients who have never used an
agent and my response has always been, are you aware a travel agent fee is
already included in the price but the main difference is you have to call a
1-800 number or send an email and wait for a response,” Kendra White of AllThingsTravel.biz said.
“If you choose to work with me, you get my personalized contact
information as well as direct communication with me all the way until after
your return home,” White continued. “This normally sells the client especially
if we work together to look up a quote based on their research. I have had
referrals since using this method.”
Whether you charge a fee or don't, discussing how fees are incorporated from the get go is another way to hook in a potential new client.
Optimism Ahead
Earlier this year, Travel Experts found that advisors are
very excited about the industry's future, with 100 percent of agents saying
they are optimistic
about future business, while another 83 percent said their client base has
increased in the past year. In addition, 95 percent acknowledged the travel
industry has changed significantly and not always for the better.
Regardless of the age or style of travel each client
prefers, what makes advisors so important is the customized options they provide
and first-hand experiences they can relay that can help take a standard
vacation and make it unforgettable.
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