| Years ago, when you wanted to go on vacation, | | | | emotion-driven marketing of suppliers. They have |
| there was only one option. You had to hoof it | | | | learned how to match travelers with vacations |
| down to your local travel agency and browse | | | | they will treasure. |
| through some travel brochures. Then, when you | | | | In the wake of the home-based business |
| made your selection, you'd sit across the desk | | | | revolution, many travel agents have moved their |
| from your travel agent (in a very uncomfortable | | | | businesses to their homes. This is a good thing for |
| chair) while they entered all the information on | | | | consumers in that it allows for much more |
| their green monochrome computer screen. Travel | | | | personalized service. Agents usually have |
| agents were the keepers of all travel information. | | | | extended hours when they're home-based, |
| Their life was the stuff of dreams. We imagined | | | | making it more convenient to get in touch with |
| they had been everywhere and knew everything | | | | them. And often, agents will come right to your |
| about world travel. They were the rock stars of | | | | home equipped with their laptop and brochures. |
| the retail world. | | | | The smart travel agents have embraced |
| Then, a few things happened. First, the airlines | | | | technology and are using it to provide better |
| decided they didn't need travel agents anymore | | | | service to their clients. Most travel suppliers are |
| and they pulled the plug on agent commissions. | | | | riding the technology wave too and are providing |
| This didn't work out so well for the airlines as | | | | wonderful online resources available only to travel |
| evidenced by the number of them who went | | | | agents. The information age has educated not |
| under in the aftermath. Many agencies refused to | | | | only the consumer, but has given travel agents |
| sell airline tickets without receiving a commission. | | | | powerful tools to provide superior customized |
| Why should they work for free? So, things began | | | | service to their clients. With this type of |
| to change from what had once been a very | | | | customization, you can receive targeted travel |
| structured agency model governed by the ARC | | | | promotions only for the destinations you're |
| (Airlines Reporting Commission) into an industry | | | | interested in. This service alone can help cut down |
| that was evolving into something new. | | | | on information overload. You only receive |
| Then, the second thing happened. The advent of | | | | information that's of interest to you. |
| the internet connection changed the face of | | | | Another benefit of using an agent is that you |
| travel forever. Information is readily available 24 | | | | have an advocate once you're on your vacation. |
| hours a day about any aspect of travel you can | | | | If anything goes wrong or things aren't as they |
| imagine - from luxury yacht trips in the South | | | | were promised, your agent will be your advocate |
| Pacific to staying at a youth hostel in Europe. | | | | to the travel supplier to try to get things |
| Whatever your budget or interest, the internet | | | | corrected and made right. Just give your agent a |
| can open up a whole new world of options | | | | call and let them try to sort the problem out. |
| available to you for travel. | | | | Don't spend valuable vacation time in frustration. |
| However, with the plethora of information now | | | | Suppliers know that if they don't treat their clients |
| available to consumers, is there still a need for the | | | | right, agent won't promote their products. |
| travel agent? Can't consumers just figure this all | | | | Suppliers work hard to maintain a good rapport |
| out on their own now? I suppose they could try. | | | | with the travel agent community. Word travels |
| But, why would they want to? Travel agents | | | | fast about suppliers who won't take care of |
| offer the benefit of their expertise in dealing day | | | | problems. However, if you don't have an agent, |
| in and day out with travel suppliers. They still hold | | | | you won't have the benefit of any extra leverage |
| the "secret knowledge" of the travel business, | | | | your agent could provide in correcting a problem. |
| just in a different way now. Plus, the services of | | | | So, go ahead and spend some time on the |
| a travel agent are usually free to consumers, as | | | | internet gathering information for your next |
| agents are paid commissions by suppliers. | | | | vacation. Peruse the vastness of cyberspace |
| In all honesty, consumers need travel agents now | | | | hunting for that perfect vacation. However, when |
| more than ever before. In the past, there was so | | | | it comes time to book your reservation, give |
| little information available to consumers that they | | | | your travel agent a call. They'll be able to |
| were at the mercy of the travel agent to get | | | | determine if what you've selected will meet your |
| any of it. Now, there is so much information | | | | expectations. If they think it won't, they'll |
| available to consumers, they're often left | | | | recommend something else you might like better. |
| floundering in the sea of travel offers. Travel | | | | And most likely ... they'll be right and you'll end up |
| agents are skilled at cutting through the hype and | | | | having a fantastic vacation! |