All of us who have built careers in travel, regardless of
the segment of the industry we work in, agree on the vital importance of
attracting new professionals to the industry. It is an obligation, as you smile
at the thought of having responsibility for ensuring there is a future
generation of travel advisors.
And why not think this way? Career prospects are bright for
travel advisors. Travelers have come to value the services of a travel
professional who will help them navigate the complexities of travel and help
arrange spectacular trips they will cherish forever.
Before I continue, a note: In this article, I refer to
independent contractors as the new professionals entering the travel industry.
All of this applies equally to individuals entering the business as salaried or
commissioned front-line travel advisors.
First, let's talk about the onboarding process.
Begin by defining the nature of the relationship you want
with your ICs. Align yourself with individuals you wish to work with and who
would be a good fit with the team you have already assembled. Outline
expectations for sales volume, target market segments, professionalism,
communication and business goals.
Draft a proposal describing the services you offer ICs.
Remember, you agree to a business relationship with another business entity.
Whether the financial arrangement is a commission split - the most common
structure- or a monthly fee paid to your agency, an IC is essentially
"buying" or subscribing to business services your agency provides
them to operate their travel business, rather than incurring the costs of
opening their own travel agency.
Be sure to state the items your agency typically offers, including
access to its business credentials, supplier relationships, and platforms for
booking, accounting, and CRM. Additionally, marketing tools, subscribed and
purchased resources, consortia membership and activities, and educational
programs.
Have a vetting process to assess a person's business ethics
and practices. While ICs are technically in business for themselves, anyone
associated with you represents your agency to clients, suppliers, and the
general industry.
Conduct interviews in person with those with whom you are
entering into a business relationship. Don't shortcut this process by agreeing
to a partnership with someone you don't meet face-to-face. This may not be
convenient. There will be costs. But facial expressions, body language, and
physical presence are vital to the start of a relationship. Phone calls, and
even Zoom or Teams calls, fall well short of this crucial step.
Having a written, signed contract is a must. An independent
contractor agreement is a vital document because it protects the agency, agency
owners and the IC. Employment agreements for salaried and commissioned
employees are also a good idea.
Terms of agreement should include the following language:
- The
agency does not exert control over the work of an IC or legal status
- Contractor
is free to do business with other travel agencies
- Client
payments should be payable to the travel agency, not directly to the contractor
- Bookings
under deposit and final payment cannot be transferred to another agency
- Responsibility
for client non-payment, chargebacks, and debit memos
- The contractor
is prohibited from soliciting agency clients
- Expenses
the contractor is obligated to pay for
- Insurance
matters, E & O coverage
- Access
to which resources will the agency provide
- Use of
agency technology, office machines, booking tools, CRM, and back-office
platforms
- Reporting
and accounting procedures
- Financial
arrangements and the process of paying an independent contractor
- Agency
confidentiality and property
- Responsibility
for maintaining licensing, professional accreditation, and taxes
- What benefits
may a contractor be eligible for
- Eligibility
for fam trips, reduced rate travel, and other perks of the industry
- Indemnification,
liability, legal matters
- Terms
for breach of contract
This is not a complete list of the terms that should be
included in an IC agreement. Consult an attorney to make sure you are covering
all the bases. In a future article, I can expound on these types of agreements
and employment matters related to the IRS, the States, and employment law.
With the onboarding foundation in place, let's turn our
attention to what may be the most valuable service an agency offers its ICs and
advisors: education.
The need and desire to grow their business, acquire more
clients, earn more money, increase their value, and elevate their professional
standing and expertise are most important to a successful career in travel.
You should also create a tailor-made educational offering
for each IC you bring into your agency. Design your offer based on the type of
business outlined in the IC's business and marketing plan. In other words, the
ICs target clients, target market segments, and the personal passion driving
the IC to pursue a career in travel.
Top of mind for new travel advisors will be the need to
learn about destinations, world culture, activities, experiences,
accommodations of all types, tours, cruise travel - all categories, air travel
and transportation - all types. All of this can be intimidating for some people
new to the profession and may prevent them from taking on some clients because
of their fear of inexperience.
Where to begin.
For starters, both ASTA and The Travel Institute offer
beginner courses to become a travel advisor. New advisors should plan to make
this investment on their own. ASTA offers at least 15 online courses from AI
and digital marketing to body language and public speaking. Experienced travel
advisors should obtain ASTA's (VTA) Verified Travel Advisor certification. The
Travel Institute offers several certification courses, including CTA (Certified
Travel Associate) and CTC (Certified Travel Counselor), in addition to more
than a dozen courses in the destination training and niche market categories.
The larger tour companies and most cruise lines offer
extensive training courses. The many benefits of completing these courses
should motivate ICs to take them. Apart from the educational value, the obvious
objective, benefits may include access to resources, marketing tools, and
certified travel advisor listings on consumer web searches on a supplier
website. Additional benefits may include invitations to supplier events,
earning points for bookings that may be redeemed for free or reduced-rate
travel, and eligibility for fam trips or graduation trips.
Consortia and Host Agency training programs and
certifications are abundant. Access to these programs is one of the most
important reasons for an IC to affiliate with an agency rather than go it
alone. Opportunities for an advisor to expand their knowledge on technology
platforms, such as booking engines, CRMs, itinerary builders, social media,
marketing tools, software programs, and travel apps, are plentiful and may be
available at no cost - a huge benefit for an IC that has probably seen
technology classes, like these, offered for hundreds of dollars elsewhere.
Industry conferences such as Cruise World, CLIA Cruise 360,
GTM (by invitation and eligibility), and others are beneficial for an IC
interested in gaining exposure to other travel segments they may not be
familiar with, as well as the opportunity to meet dozens of industry
professionals and the networking activities offered at these conferences.
Agencies can offer access to educational resources from
USTOA, CLIA, Travel 42, Host Agency Reviews, Travefy, and travel trade
publications such as Travel Pulse.
Education and training remain an evolving conversation
across the travel industry. The questions always being asked are: How to
deliver education and training? What is needed? Is there enough of the right
kind of education? Is it effective?
The good news is that the tools, resources, and programs
exist to build a truly exceptional onboarding and training experience - one
that sets every new travel advisor on a clear path to confidence and success.
The work lies in finding the right alignment between your agency's goals and
objectives and an individual's needs and unique business. With the right
education and support, you will set them up to thrive.
Sounds like a lot of work? It is a plan for success. What do
you think?
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