It just happened to me again yesterday. I'm currently onboard a cruise ship, and the topic of travel agents came up at the dinner table.
Aren't travel agents virtually all gone?
As a former travel agent myself (who left the role for reasons not related to the market for travel agents), that was enough to sustain a conversation for the rest of the evening.
Yes, there are fewer travel agents in North America now than there were 30 years ago, but that's because travel sales channels have drastically changed. Pre-internet travel agents were often the only avenue travel consumers might have for comparison shopping airfares or finding cruise or tour brochures.
Back then, agencies were often extensions of airline ticket offices and travel agents often little more than order takers who knew the reservation systems and earned commission on every ticket sale - it was a much bigger industry.
When I was an agent in the early 2000s, the number of agents had already halved from its peak, and there was talk that as internet sales got more sophisticated that travel agents would eventually be entirely obsolete.
Rubbish, says we.
The days of order taking are over, and the days of consultative selling are in. Today's travel agents (who now seem to prefer "travel consultant" to better reflect the evolved nature of their profession) are essentially relationship managers, using the power of their relationships with suppliers to get better value for their clients, and the depth of their relationships with their clients to most effectively match them with the supplier that meets their needs.
In celebration of Travel Agent Appreciation Day on May 1, I've got some "do's and "don'ts" for working with these phoenixes of the travel industry.
Do: Be Upfront About Budget
The biggest favor you can do yourself and your agent is to be upfront about how much money you're willing to spend. It's also helpful to have a range. Be prepared to put a value on how much you'd be willing to spend on a hotel room upgrade, or for a hotel in a better location, or for a private transfer instead of a shared bus.
A good agent will also look for alternatives if your travel ideas would be unfeasible or low quality within your budget, but they have to know your overall budget, as well as an idea of your needs (that is, deal breakers) versus your wants ("nice to have").
Don't: Expect a Second Opinion
Doctors charge for a second opinion, and so do travel agents. I once worked for an agency that was also a well-known membership organization, and on more than a few occasions I'd have clients call to ask if they felt the package quotes they'd gotten from other travel agents were a good value, or memorably, one called to ask for advice on whether or not they should purchase the cancellation waiver offered by the cruise line.
As a membership organization, I was honor-bound to answer without charging a fee, but I don't recommend doing this. Consumers who don't trust the advice they've received from a travel consultant should move their business instead of taking the extra time to seek validation in the form of uncompensated advice.
Similarly, don't expect an agent to tie up loose ends on another agency's package. If their package doesn't include the airport transfer or the English-speaking guide you're looking for, you're probably better off booking with an agent who can source those services for you.
Do: Expect Your Agent to Get to Know You
Suppliers like travel agents because of the relationships they've built with their clients. Travel agents make the best recommendations to clients whose travel styles they're well-acquainted with.
I once had a client who I knew through conversation to be appreciative of a vibrant nightlife scene when she traveled. She'd often return from her trips and we'd chat about the clubs and concerts she'd enjoyed. She was also a night owl who liked to sleep late.
When it came time for her honeymoon, she came to me seeking advice about which Hawaiian Island she should visit, saying she'd heard good things about Kaua'i. Now, I'm intimately familiar with Kaua'i, and while there's much to recommend the Garden Isle to travelers, it's also an island that gets up with the roosters and packs it in early. There's also not much nightlife to speak of.
She ultimately had a much more enjoyable honeymoon on O'ahu, but without knowing her travel style it would have been more difficult to make such a recommendation.
Do: Ask About Service Fees
As a consumer, you want to pay service fees to a travel agent.
Yes, you read that correctly.
Service fees compensate travel agents for their expertise in booking and servicing your reservation before you travel. Service fees also ensure that agents work for you, rather than chasing the most lucrative commission return.
A Travel Agent should always be willing to break down their fee structure with clients, explaining what the fees cover and what portion they are of the total price. However, when it comes to commission and net prices that agents resell at a markup, those are confidential.
Agents will typically charge one basic booking fee for airline tickets, cruises, and package tours. They'll typically also levy a fee for cancellations. For complex, multi-day itineraries and specialized travel planning, many agents will collect a deposit that will apply to the final package price. This is necessary to ensure that their in-depth research and planning results in a revenue-producing booking instead of free advice.
Don't: Be Concerned If a Travel Agent Calls In a Wingman
Intrepid travelers who like to travel independently eschewing package vacations like cruises and land tours can greatly benefit from an agent that is an expert in their intended destination. These experts, termed Destination Specialists, often live in their specialized destination and have forged relationships with many local suppliers.
While Destination Specialists may sell travel directly to consumers, many of them also work with travel agents. A good travel agent should have a list of destination specialists they work with for their independent travel clients. For destination specialists, having an assist from an agent that already knows the client and can help them sell their product is more than worth the commission they pay the agent. For consumers, having an agent who already knows what questions to ask the destination specialist is worth the savings in time and hassle.
Do: Call Your Agent After Your Trip
Many top-flight agents will call clients after their trip to ask how everything went. Unable to visit every destination themselves, agents often rely on client feedback to learn the latest news. Has the cruise line slightly altered embarkation procedures? Is the resort pool under renovation? Is airport construction causing delays?
If you don't receive a call from your agent, call them and let them know how everything went. It helps them provide better service to their other clients, and most importantly, helps them learn more about your travel preferences so they can better serve you in the future.
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