ASTA news EXPERT INSIGHT View from the top Shelly Reister, ASTA 2015 Extra Mile Award Winner
How did you get into the travel business? I’m the owner of Travel By Tat Girl, an independent agent of Dugan’s Travels. I’m new to the travel industry, having been an agent for just over a year, but my friends say it’s always been in my blood. I love to travel and have been helping friends and family with their travel plans for years. Before I became an agent, I owned several restaurants. After the sale of my last restaurant, I reflected on what I could do that would combine my passions and talents into a career. I love people and doing something new every day. Being a travel agent was a natural fit for me.
What type of customers does your agency serve? I am a one-woman travel agency located in a rural area near Birmingham, Alabama. However, my small-town customers are a diverse mix of leisure travelers and corporate globetrotters, which helps to keep my days interesting.
What skills set you apart as an agent? My enthusiasm combined with the fact that I genuinely care about my customers are what really sets me apart. Tey’re not just revenue streams to me — they’re my friends, employees and neighbors. Anyone can price-shop but not everyone is going to make sure your child gets a Jack Sparrow T-shirt before heading to Pirates of the Caribbean!
Do you worry about the future of the agency business? I don’t worry about the future for several reasons. Firstly, I am optimistic to a fault, which seems to be the cornerstone of every self-employed person I know. Secondly, people are wanting human interaction now more than ever. Travel agents aren’t being replaced by the internet. It’s our job to provide knowledge, service and professionalism — things that can only be provided by a travel agent. I personally expect increased sales in 2016 as I continue to get more referrals and repeat clients.
What is the best reason to become an ASTA member? ASTA is
the professional organization that
represents you, the travel agent. It’s important to set yourself apart as a professional, and the valuable insight, legislative efforts and educational opportunities provided by ASTA are unmatched in our profession.
What’s the biggest challenge facing travel agencies? One of the biggest issues facing agents in small markets like mine is that customers’ access to discount travel sites leads them to feel they can find a better deal than with travel agents. Online sites may offer the raw price but they’re not offering the best value. Tey also often confuse the client with exactly what they’re selling when they offer more options and amenities. And, of course, you can’t get that personal, on-demand service from the internet.
What’s the biggest trend you’re seeing at the moment? My leisure customers want to unwind and unplug from the real world. Tey still want awe-inspiring experiences but they actually want to leave their phones at home.
What do agents need in order to do their jobs better? It would be wonderful for agents to have the full support of all travel suppliers and providers in our industry so that we may continue to offer our clients travel arrangements that suit their financial limits as well as their leisure or business travel expectations.
People are wanting human interaction now more than ever. Travel agents aren’t being replaced by the internet
What did you enjoy the most, or find the most rewarding, about the ASTA Global Convention? Tis was my first ASTA Global Convention and I enjoyed the wide array of speakers and topics. By far, my favorite was Sasha Strauss speaking about branding and loving your customers. I felt fantastic after hearing him and it motivated me to go home and make an even bigger difference to my clients.
fall 2015 | ASTAnetwork | 15
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