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Saturday, June 12, 2010

Why use an agent?

Old-Style Travel Agents Still Alive and Kicking, Despite Numerous Predictions of Their Demise

With so many online travel agencies, it became common to hear how the offline travel agent had gone the way of the dinosaur, amidst bankruptcy and downsizing. So why are these obsolete travel agents still selling 51 percent of all airline tickets, 87 percent of all cruises, 81 percent of all tours and packages, 45 percent of all car rentals and about 47 percent of all hotel stays?

It’s because they’re sentient human beings, they’re offline and frequently offer the best deals.

According to Fast Company:

As travel technology leaders have observed, when it comes to disappointing travelers, software is rarely the limiting factor. The technology powering Expedia, Orbitz, etc, is pretty advanced e-commerce stuff. However, what’s driving them is a strategy that invests in sophisticated margin logic and multi-level algorithms to get you to see, click, and buy what they want you to.

But this is where the rubber meets the road, literally — when the next volcano explodes and your shoes stay glued to the ground, stuck in whatever far-flung limbo you happen to be, no computer is gonna proactively re-book you or find you a hotel so you can avoid curling up indefinitely on the terminal carpet hoping to find a way to get home.

So what do brick-and-mortar travel agents have over their online counterparts?

The human element. Despite our attraction to electronics and gadgetry, computers still can’t replace human interaction, especially a human with years of experience dealing with airlines, cruise lines and tour operators. Unlike computers, they know the human pitfalls and loopholes the customer will be experiencing.

Customer loyalty. Offline travel agents make their living by keeping their customers satisfied with their services. Their one-on-one interactions create a customized itinerary based on their preferences and needs. At the opposite end of the spectrum, online travel agencies offer the lowest prices and have no loyal customer base because what they offer is essentially no different than any other OTA.

Education for the customer. Part of the travel agent’s job is to educate the customer on their choices, some of which they might not have realized. While many customers would pass up a packaged tour or cruise, a travel agent may be able to show why both options can be attractive.

Value. For those spending more than $1,000 a person on a trip this summer, a travel agent may be a sensible investment. With more expensive travel, customers are less likely to begrudge travel agent their fees in return for a painless vacation. And if there are problems on the trip, travel agents can make sure restitution is made.

When I used one last month to book a last-minute trip to Singapore, the travel agent bested every online travel agency by $400 and was able to get me two seats together (a seeming impossibility online). The entire process took a half-hour of calling and maneuvering but was surprisingly painless. When finished, my technophile husband turned to me and said, “Why would anyone not use a travel agent?”

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I have never felt my feet firmly planted on the ground.  When I was a child, I would dream of far away places filled with jumping kangaroos and gladiators.  I took my first trip when I was 19, running away from my issues and neglecting to deal with skeletons in my closet.  

Since then I have returned to my first home, and have found that while it has a special place in my heart, it is no longer home.

So I roam the planet, looking for a place for me to plant my feet, and find a home.  Will I find it in this life time?  I'll never know until I find it.  But I will continue looking for it, until my last breath.

These are my journeys.