Jeffrey B. Gonce, CTIE
There is no disputing that the travel industry has encountered more than its fair share of obstacles over the past few years. Advances in technology have given customers the ability to research, plan, and book all from the comforts of their living room. The pandemic saw the demise of many of our industry partners, testing even the most secure and sound among us. The threats of war, strikes, economic crises, political uproar and financial market tensions have heightened global awareness among travelers, giving many reasons to pause and explore destinations closer to home. Our industry, although resilient, is remarkably susceptible to the events around us, whether perceived or real. As travel professionals, we are reminded daily of just how fragile and volatile our work is, and yet, just how rewarding and lucrative it can be. In this essay, I will strive to highlight the ways in which technology has transformed the travel industry, the ways in which advisors can implement these technological advancements to better serve our clientele, and the importance of building deep, meaningful, lasting relationships with those we serve.
As travel rebounds over the next few years, those of us in the industry, now more than ever, must capitalize on the need to build solid, trusted, reciprocal relationships with our travelers. These relationships truly are what will sustain us in the future, as our services and expertise will continue to be offered through digital channels to an ever confident, self-assured population of explorers. The fear, apprehension, and technological barriers of the past that drove many to reach out to a travel advisor have, for the most part, faded away. As technology increasingly brings the world that once seemed so vast and unexplored to our fingertips, our client base has become more and more comfortable venturing out on their own. The novelty of once foreign destinations is accessible to any and all who search. How then do we as travel advisors compete? How do we serve a client base that increasingly feels empowered to go it alone? We have grappled with these questions for decades now, and the solution can seem far too simple for many to comprehend. Technology is not our competition. An aging population of devoted travelers who once relied solely on the advice and offerings of a travel agent do not represent the end of our profession. Wars, famines, pandemics, and the constant barrage of social unrest have no bearing on our future growth and success. What matters is how we do what we do.
Reluctant or Relevant? The Adoption and Implementation of Technology
Let us begin with technology and its impact on our relevance. Our industry is quick to perceive any advance in digital offerings as an immediate threat to our livelihood, when in practice it only solidifies and strengthens our relevance and skill. Not only do our customers have the ability to research and plan with ease, so do those in a travel profession. Remaining relevant has never been easier. Our reliance on printed materials, seminars, professional development, and first-hand experience have now been enhanced, not replaced, by our ability to reach and research the furthest ends of the earth within seconds.
Relevance is defined by Webster as having significant and demonstrable bearing on the matter at hand. The ease with which we, as travel advisors, can validate our offerings and suggestions, can provide the confidence needed to both novice and sage. Gone is the need for relentless research and discovery. Remaining relevant is as simple as embracing the information available to us, learning to process and understand that information, validate it and then relate our findings to the customer. Comprehending the wealth of information at our fingertips is a strength with which we should capitalize when working with clients, especially those who have already began combing through the plethora of articles, sites, and recommendations available. The overwhelming amount of information accessible allows us to solidify our place as the advisor. If we are intimidated with all that we are presented with, our clients will have little reason to seek our advice, or have little confidence in our recommendations. If we embrace the information we have at hand, and are able to sift and sort through it, piecing together the bits of pertinent and accurate particulars, we are able to lay a foundation of trust, admiration, and respect. Relevance is key to our continued success. Choosing to not embrace advances in technology is much akin to swimming upstream- unsustainable, exhausting, and detrimental to one’s future success.
Relational or Unrelatable? Building and Maintaining Solid Connections
Building on our need to be relevant, we must also develop trusted partnerships with our clients that are relational in nature. Lee Iacocca (2023) is credited with saying “Business, after all, is nothing more than a bunch of human relationships.” Human relationships, being relational, relating to the needs and desires of our clients can never be replaced or outdone by any advancement in technology. The simplicity of a handshake, hug, handwritten card, or warm embrace is crucial to who we are and what we do. In essence, educating and advising our clients can seemingly take a back seat to the relationship that we foster and develop with them. According to Frost (2021), “Relationship selling is a technique in which a sales rep prioritizes their connection with the customer over all other aspects of the sale. They develop trust — usually by adding value and spending a lot of time with prospects — before attempting to close.” The “connection” that Frost refers to takes time and is the necessary foundation for a solid, fruitful, symbiotic business relationship. Seeking out an understanding of who our clients are, what motivates them, and what they aspire to experience takes precedence over any recommendation or advice that we have to give. Maintaining our relevance demands that we discover who are clients are. If we allow ourselves to be consumed with the sale, all while neglecting the needs and desires of those in front of us, we will ultimately succumb to the unwelcomed outcomes alluded to earlier. Our business model is based on relationships, trust, commitment, and emotions. If these attributes fail to be part of our everyday practice, then our industry will face a threat yet to be experienced, ultimately leading to our demise.
Striving for Remarkability
Merriam-Webster (2023) provides the context needed by asserting the act of remarkability as “worthy of being or likely to be noticed especially as being uncommon or extraordinary.” Professionally speaking, being “noticed” is not an optional trait, but rather a necessity when it comes to personal success and business development. Validating one’s place in the industry, securing a portfolio of diverse clients, and attending to dynamic and vacillating market trends can cause even the most seasoned among us to rethink their choice of career. However, the act of being noticed cannot be understated, given that the initial need to secure and retain a loyal client base is more than many in the industry can taut. The ability that one has in this day and age to market themselves is hindered only by the imagination. Technology has made advertising accessible to even the most unsavvy among us, allowing each and every travel professional a platform with which to promote their skill set. Facebook and Instagram both are outlets with which one can market to friends, family, and strangers alike. Past efforts to make a name for oneself cannot compete with the outlets available to today’s professional.
Standing out, asserting, and proving one’s remarkability comes with great responsibility. Take the idiom “the bigger they are, the harder they fall,” for example. Achieving remarkability can come with a great price if neglected, taken for granted, or exchanged for apathy. In an article recently published by Forbes (2023), it can “take five to 20 times the amount of resources for business to obtain a new customer than to retain an existing one.” The importance of retention on the long-term success of any business, regardless of the trade, cannot go unmentioned. In the travel industry, especially for those who work directly with clients and depend on sales for their livelihood, the margins simply do not allow for the majority of resources to be committed to the acquisition of new customers- especially given the favorability to the bottom line that comes with client retention. In order to retain loyal, repeat customers, one must strive for remarkability. One must long for the accolades that come from being uncommon and extraordinary. The level of service that is provided can, will, and does reflect the passion and pursuit of excellence by members of our industry. To settle for the mundane, the usual, and the expected will not sustain an industry that is plagued with challenge and change.
Looking Ahead: A Forecast for the Future
The future of the travel industry is not bleak – but vibrant and ripe with endless possibilities. The future of the travel agent is not yet paved; however, is poised to capitalize on the ever-growing desire among consumers to see the world, discover uncharted territories, and sample the culinary and cultural delights that abound. The world is big, daunting, and oftentimes intimidating- yet accessible, welcoming, and inspirational. The desire to travel and to explore will always be there. As professionals working in the travel industry, we must remember that our place is that of service, guiding others to discover the world they wish to see. By embracing technology – taking advantage of its endless wealth of real-time knowledge, reviews, and resources – those in the travel industry can continue to flourish. Do not give into intimidation.
Do not wane in your perseverance to learn and expand your skill set. Remain relevant. Seek to understand and grow. Use technology to your advantage, and never underestimate your place or your abilities. Never forget that relationships are the foundation of any successful business. Never take a client for granted. Be intentional and focused on learning the needs, wants, and desires of your clients. Forge relationships that are more than just a ‘sell.’ Be relational in all things. Finally, be remarkable. Never settle for the status quo. Never allow yourself to be inundated with despair, frustration, or lack of self-confidence. Shine bright knowing that the industry you are a part of is stronger than ever and will continue to thrive through the toughest of times. There is no doubt that the travel industry will continue to evolve over the years. There are those who even speculate that the need for travel professionals will continue to wane, given the advance of technology. I challenge this notion by referring to a short story, recently published by the College of Education at the University of Texas at Austin, entitled The Two Wolves:
An old Cherokee was teaching his grandchildren about life. He said, “A battle is raging inside me…it is a terrible fight between two wolves. One wolf represents fear, anger, envy, sorrow, regret, greed, arrogance, self-pity, guilt, resentment, inferiority, lies, false pride, superiority and ego. The other stands for joy, peace, love, hope, sharing, serenity, humility, kindness, benevolence, friendship, empathy, generosity, truth, compassion and faith.” The old man looked at the children with a firm stare. “This same fight is going on inside you, and inside every other person, too.” They thought about it for a minute, and then one child asked his grandfather, “Which wolf will win? The old Cherokee replied: “The one you feed.”
The future of the travel industry lies within each of us, and which narrative we each choose to feed. As travel agents, we can pave the way for the future, if we focus ourselves on all that we can do, not on what can be done without us. If we remain relevant, relational, and remarkable, our future is brighter than ever. If we succumb to the voices around us, telling us that our relevance is dwindling and that our place in society has seen brighter days, then that will be our future.
References
Iacocca, L. (2023). Top 100 Lee Iacocca Quotes. Retrieved from: https://quotefancy.com/lee-iacocca-quotes
Frost, A. (2021). Relationship selling: 11 tips to sell better and close more sales. Retrieved from: https://blog.hubspot.com/sales/relationship-selling
“Remarkable.” Merriam-Webster.com Dictionary. Accessed 8 Aug 2023: Merriam-Webster https://www.merriam-webster.com/dictionary/remarkable.
El-Matthews, T. & Bottorff, C. (2022) “14 Customer Retention Strategies That Work in 2023” Retrieved from: https://www.forbes.com/advisor/business/customer-retention-strategies/
“The Two Wolves.” College of Education at The University of Texas at Austin (2023). Retrieved from: http://sites.edb.utexas.edu/resilienceeducation/inspiring-stories/the-two-wolves
