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However, according to Te Travel Agent of the Future report by Skift, millennials are increasingly the demographic most likely to use a travel agent, due to their desire for personalized, expert service, and the only way to remain competitive in the long run is to learn to speak their language. Regardless of how much or little time and
money one wants to invest, it’s clear that technology presents some interesting new opportunities for agents. Mobile applications that feature instant messaging, for instance, allow agents to remain in a client’s back pocket while delivering an enhanced and personalized service, according to a report by Michelle Evans, digital consumer manager at Euromonitor International. Besides, agents aren’t expected to maintain
their various digital platforms all on their own — in fact, it’s recommended that they don’t. Whether designing and maintaining a website, or adopting cutting-edge mobile tools, many agents outsource to third party companies with the intention of remaining focused on client services. Isrealovitch, whose company also provides
white label customization so agents can apply their own branding to client-facing materials, says while it can be tempting to want to oversee tech projects personally, it’s easy to get in over one’s head — and lose sight of what’s important. “Many travel brands that try to build tech
in-house think this is the only way to get the outcome they desire, given the custom requirements,” she says. “In addition to this being a potential distraction from their core business of selling travel, it’s typically more expensive to set up and maintain.”
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Key points
Image is everything: As commerce evolves away from in-person interactions in favor of digital ones, promoting an agency’s brand via social media, website design and timely customer service is key to attracting new clients.
Go pro: As a consumer, there’s nothing worse than a website that hasn’t been updated for two years. Outsourcing to digital management companies provides an up-to-date public-facing image while enabling agents to focus on clients.
Cast a narrow net: Those who fall for the idea that every new digital program is necessary often end up looking unfocused. Successful agencies determine their needs, then find the right tool for the job.
Mobile is the future: A beautiful website, engaging social channels and an entertaining blog is important, but passive. Mobile applications that capitalize on real- time client-agent collaboration are active — and necessary.
Clients want tech, not robots: Ultimately, an agency with the sleekest, cutting-edge technology is still only as good as its expertise. Clients still crave personalized expertise from a real, live person.
Of course, many agents prefer to manage
their own social media presence, allowing them to remain reactive to online activity. Damian McCabe, CEO of McCabe World Travel, Inc., chooses to handle her own website and Facebook page because, she says, “It allows us to make quick changes dictated by market demands.” However, McCabe goes elsewhere for her mobile trip itineraries, because the technology is more advanced. While determining whether or not to
outsource digital needs seems contingent on preference, studies show that consumers are increasingly more likely to make purchases with businesses that offer fast, accessible and personalized functions through branded technology such as mobile applications. Te good news is that digital tools are becoming more and more accessible to users of all skill levels, due in part to the seamless role mobile technology plays in daily life. Regardless of how digitally connected an
agency decides to be, the most important thing for a consultant to remember is that technology shouldn’t be seen as a threat to their business. Tis can be tempting, given the rise of OTAs and online booking engines, but as Skift’s report indicates, an excess of information online is actually driving the consumer back to the travel agent, resulting in more tools that combine automation with real-time human communication, addressing an increasing desire to ‘talk to a real person’. As such, the relationship between travel
agents and digital technology isn’t only proving to be a marriage of convenience, efficiency and connectivity — it’s also paving the way for stronger client-agent relationships as a whole.
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