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