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Let’s get technical
For the modern travel agent, the use of websites, social media and mobile apps isn’t only good for business: it’s a customer service necessity. By Britney Hope
service and referrals. But just as the travel world itself continues to evolve at breakneck speed, consumers’ habits are changing rapidly as well, and people are becoming more reliant on web-based technologies. Today’s typical consumer loves to conduct
T
research, is attracted to companies that reflect their values, and seeks immediate personalized service. According to a report by digital advertising company Criteo, retailers that manage to accommodate these needs across their websites, social media platforms and communication tools will be the ones who come out on top. As such, it’s no longer enough for
agencies to have a simple landing page with a storefront address and phone number encouraging prospective travelers to call; these days, consultants need a glossy, professional website, a healthy social media presence and, most importantly, mobile technology in order to appear legitimate in the eyes of the consumer. For Linda Dean, vice president of retail
branch operations at ALTOUR, different kinds of technology serve different purposes, and their success relies on cooperation.
he business of selling travel has always relied on the success of three things: product expertise, excellent customer
“Our leads generally come from our
website, but we have many posts on our Facebook page that connect people to the site as well,” she says. “We also have a blog that is updated about twice a month, which also links to our website. So, in many ways, they’re always connected.” With that said, many travel professionals
claim that while juggling a website, social presence and a blog is all well and good, it’s mobile technology — more specifically, apps and instant messaging — that should be the highest priority. Lisa Israelovitch, CEO of the leading mobile
trip-planning tool Umapped, believes that in order for agents to remain competitive in a world where travelers can reliably research and plan their trip for free, embracing mobile technology is an absolute must. “Whenever travelers book online,
Google Trips or other B2C itinerary apps step in to organize their bookings, provide recommendations and real-time updates,” she says. “Travelers expect — and deserve — this level of service and convenience from their trusted advisors.” In addition to providing agents with
innovative itinerary programs and a plethora of instant messaging options, mobile application technology is also ushering in
a new age of digital purchasing that allows travelers to book directly with their agents without ever having to visit a storefront. For many, specially designed transactional
apps are a game changer that can’t be ignored in favor of mobile-friendly website interfaces. Criteo’s State of Mobile Commerce H1 2016 report found that mobile apps experienced a higher retention rate in new users than mobile browsers alone, indicating consumers prefer businesses that combine website information, instant messaging and a way to book and pay for their trips into a single smartphone app. So, does this mean that all travel
consultants should keep ahead of the digital curve, regardless of their size or function? Wendy Goodenow, owner of Hawaii-based HNL Travel Associates, an agency celebrating its 30th anniversary in July, claims it depends on the client. “We still use email and the phone more
than anything,” she says. “We’ve got long- standing clients and that’s the way they like it. We’ve been challenged by the younger folks, however, as most of them want answers yesterday.” Goodenow’s situation isn’t uncommon;
many agencies find it difficult to adapt to the digital-heavy demands of millennials. ▶
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