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As someone who has worked in travel for almost 30 years, it astounds me that an industry I know and love can sometimes be so misperceived. To provide a behind-the-scenes look at the travel industry, here are five of the most common myths about travel agents and the facts that dispute them.
Myth #1: If you are a home-based agent, you are less of a professional. The term "home-based" does not mean someone is less of a professional with fewer resources and support. In fact, professional home-based agents would prefer to drop the "home-based" label. In any other profession, you don't have to distinguish whether you work remotely.
The truth is that agents who operate from home work very hard at marketing and setting themselves apart from your typical brick-and-mortar agency. They need to find creative ways to build their businesses since they can't rely on walk-in traffic.
Travel professionals who work from home represent about 40 percent of all travel agents and 30 percent of all leisure travel sales. There has been a migration in recent years with agents moving from a brick-and-mortar agency to being home-based.
For their part, clients see a benefit in this type of model since the agent's "work day" is not typically 9-5, allowing for more accessibility. Suppliers see the strength behind these agents, who are leading the industry and understand that they have the opportunity to grow their business exponentially. At the end of the day, these agents are professional business owners.
Myth #2: As a travel agent, you can't make any money selling air. Too many travel agents are missing profitable selling opportunities by not booking air. Agents need to be prepared to serve their customers in all aspects of travel planning.
Typically there can be margin for error when an agent does not handle the air component of a trip. Also, there could a missed opportunity to assist the customer if a delayed or cancelled flight puts a cruise or tour departure at risk.
There are a number of agencies that deliver high-yields to the airlines, and many of these airlines offer commissionable air contracts to entice agents to book air directly. Most recently one of our Nexion agents earned over $100,000 in airline commissions. Our agents can and do make money selling air, either through commissions or by adding on a service fee.
Myth #3: Host agencies are for agents just getting started in the business. Working with a host agency when you're just getting started in your career is helpful, because it can provide an introduction to the industry and many valuable training and coaching opportunities. But if you happen to be a seasoned professional, a host agency can be critical to the success of your business.
Host agencies can be viewed as an extension of your business by providing back office support, tools and technology, access to supplier promotions, enhanced earnings and ongoing educational opportunities. In addition, independent agents benefit from networking and exposure that comes with being a part of a larger organization.
Myth #4: Travel agents are a dying breed and have lost their clout. The American Society of Travel Agents (ASTA) reports that nearly one-fourth of the travel agencies they surveyed had a revenue increase of 10 percent or more in the first half of 2013. An increasing number of travelers prefer not to spend hours on their computer planning their trip and searching for the best option.
Indeed, there is an overwhelming amount of information online that often speaks primarily to the lowest common denominator and confuses consumers more than it assists them. It's important that agents develop and articulate the value that they bring into the industry and to their clients.
Travel agents work with hotels and resorts, airlines, tour operators, cruise lines, travel insurance companies and many more businesses that touch the traveler. They spend considerable time building relationships and expertise with various travel suppliers so that they can help plan that perfect vacation or business trip for their clients.
In turn, these suppliers are more willing to work with an agent, and ultimately the client, to try to make certain any issues or complications that may arise are resolved. For example, an individual planning their own trip may find that a resort has no availability. That same resort might be more willing to make an exception for a travel agent because they want the agent to continue sending customers to their location. Travel agents are a client's best safety net. If something happens before, during or after a trip, the Internet can't help you, but your travel agent can.
Myth #5: It's more expensive for someone to work with a travel agent. Travel agents shouldn't be afraid to justify their fees. They are providing knowledge, expertise and a valuable service. A good travel agent is transparent about their service fees, and in most cases, it is more cost-effective-both in terms of time and money-to use a travel agent.
A travel agent can find you the best value within your budget and many times they can offer complimentary amenities or upgrades, all because they have the benefit of working with a carefully-vetted travel supplier.
Most consumers don't know that online booking engines also charge a service fee, except there is no one working on their behalf and considering their best interests. When all is said and done, working with a travel agent can ensure you get the best value and have a wonderful experience on your trip.
Jackie Friedman is president of Nexion, a fully licensed, bonded and accredited host travel agency with operations in both the United States and Canada. Her travel industry accreditations include Certified Travel Counselor (CTC) and Certified Travel Industry Executive (CTIE) from the Travel Institute.
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