We live in the age of smartphones, tablets and instant access to the internet, so booking a trip is easier than ever. In fact, the sheer range of options available generates such a level of autonomy that many are already predicting the end of agencies as a key player in the vacation planning process. In the last 15 years, the number of tourists who have opted to self-manage their getaways has grown exponentially. According to data from the latest wave of the Brain Trust CS Tourism Barometer, 36% of Spaniards book directly through company websites, followed by online agencies with 35% and in-person agencies with 21%. This is evidence of a change in customer behavior that is indicative of a new reality. However, far from doomsday predictions, the traditional agency offers added value when it comes to designing and programming experiences, something that do-it-yourself cannot do by itself.
From Brain Trust we are going to outline five fundamental pillars that characterize face-to-face agencies and represent a competitive advantage in the face of the boom in direct sales:
- Consulting and customization
The Internet is an excellent resource for planning, as it allows travelers to research destinations, rates, accommodations, activities, etc., in depth. When it comes to simple trips, such as booking a hotel for a weekend getaway, it may be enough to use these sources to successfully plan a trip. However, longer trips, in specific latitudes or with specific needs, require the advice of professionals trained to evaluate and provide the best experiences.
This is where the figure of the travel agent becomes valuable, offering professional guidance based on personalization. While the technological revolution has helped to optimize connectivity and access to information, it has also led to a decrease in interpersonal relationships in favor of automation. This is why this profession is a real strength in the face of the changes that are taking place; in fact, most tourists will first explore online, comparing various options, but will ultimately book with an agent when cost and complexity reach significant quotas.
Thanks to their training, these consultants offer options that the user might not have considered at first. Some are generalists and others specialize in specific niches, such as cruises, multigenerational packages or particular geographic destinations. Some delve into sub-specialties; for example, experts in river cruises, a trend that is becoming more and more popular. In short, we can say that the traditional model brings above all a strong relational strength, because its employees are real people who build the best services based on customer demand.
- Content management
Travel agencies not only schedule and book, but they are also able to provide a service that covers all stages of the process; from buying a plane ticket, to renting a car. This is due to the search technology at their disposal: Global Distribution Systems. GDS's have the mission and capacity to store and retrieve information on demand, to carry out transactions of all kinds. Originally these systems emerged within the airlines, but then they were implemented globally as an effective multi-product sales channel. Additionally, travel agencies have been equipped with other state-of-the-art technological tools that facilitate a continuous multiple search, under professional parameters and criteria that an individual traveler could not do on his own, opening the range of possibilities, alternatives and options to make the trip, generating much more intense experiences.
- Time savings
With the large number of online options available, planning a vacation is not only a daunting task for many, but also a considerable waste of time. Agencies are a perfect remedy for this kind of situation, as they are trained to know in depth the product you are looking for, streamlining procedures and providing the peace of mind that only a professionally planned trip can guarantee. Normally consumers do not have time; we live in a society deprived of this right, where immediacy has become almost a religion, and sitting down to compare is not within everyone's reach. Saving customers energy is an indisputable advantage, even more so when independent planning requires patience and effort that not everyone is willing to assume ... .
- Increased safety
Tourists are aware that even on a structured trip things don't always go smoothly. Cancelled flights, lost luggage, forgotten passports or unforeseen illnesses that strike on foreign soil are just a few examples of common contingencies. When "something happens" it is comforting to have competent problem-solving support. Many advisors offer their users 24/7 ticket backup by phone and email, among other quality services. We could say that the travel agent acts as an "advocate", since if the tourist requires another room or a last-minute ticket, he or she takes care of the negotiation with suppliers on behalf of the traveler.
- Best offers and prices
Consumers are looking for advice to get the best response to specific needs. Experts working in agencies can properly segment their clients, recommending relevant offers and offering savings strategies. Moving a date, changing the location of a room, being open to different flight options, etc., are aspects that, if properly managed, allow the optimization of the traveler's budget. Reality shows that some offers that are postulated as bargains, at the moment of truth mean a higher cost than we expected, the travel agent always guarantees the best price for the best option, without surprises, with the best value for money in the market, leaving the traveler to decide the budget he can, wants and can afford to pay.
It is clear that the differentiating element for travel agencies is the Customer Experience. In today's world invaded by commoditization, the emotional factor stands as the main competitive strength. Therefore, knowing the travelers in order to offer them a unique and personalized proposal is essential, and Brain Trust CS provides the methodological support, the necessary services and the best practices to ensure excellent results.
