Arika A. Banghart, CTIE
Travel has returned with as much as a one hundred and eighty-two percent increase since 2020.(1) This return of travel has caused agents to find themselves busier now than ever before. If you are an agency owner and you find yourself in this situation and need additional help, it might be time to consider growing your agency. Using DiSC Profiles is a great place to start.
When looking to grow your agency, it would be valuable to understand DiSC Profiles. “The DiSC model of behavior was originally proposed by William Moulton Marston, a physiological psychologist with a Ph.D. from Harvard. His 1928 book, Emotions of Normal People, established the theories that were later expanded by many others.”(2) According to the DiSC model of behavior, there are four main personality profiles: (D)ominance, (i)influence, (S)teadiness and (C)onscientiousness. Understanding the basis of these profiles will help your overall client agency interactions. Each personality being uniquely different is what makes the DiSC model so beneficial. “People with D personalities tend to be confident and place an emphasis on accomplishing bottom-line results. People with i personalities tend to be more open and place an emphasis on relationships and influencing or persuading others. People with S personalities tend to be dependable and place the emphasis on cooperation and sincerity. People with C personalities tend to place the emphasis on quality, accuracy, expertise, and competency.”(3)
The DiSC model can be a valuable tool for understanding personality and behavior in the travel industry. The travel industry being a customer-facing industry, requires employees to have strong communication and customer service skills. Each DiSC personality profile has its own strengths and weaknesses, and when individuals with different styles work together effectively, they can complement each other and create a more well-rounded and productive agency, in turn creating better client interactions. Understanding DiSC profiles can help individuals understand their own strengths and weaknesses and how to work effectively with others who may have different styles.
If you have a basic understanding of the different personality styles in your agency, you will be better equipped to focus on the specific needs and priorities of each agent. Any style can work well together but in order to be successful, it is important to understand where each person is coming from and how their different personality styles will interact.
Individuals who score high in dominance (D) tend to be assertive, strong-willed, and forceful. These individuals often take charge of situations and like to make decisions. They may also be seen as controlling or bossy by others. Someone who scores high in dominance usually excel in management roles. They also may be successful in front line sales roles as they tend to be more persuasive. Dominance strong individuals work well with individuals who score high in conscientiousness (C), these individuals are responsible and detail oriented. Together, they can create a clear vision and plan of action, while also ensuring that all the necessary steps are taken to achieve the desired outcome.
Another DiSC profile is (i). Those who score high in influence (i) are outgoing, enthusiastic, and sociable. They tend to be persuasive and enjoy working with others. They may also be seen as overly talkative or flirtatious. An individual who scores high in influence often excel in customer-facing roles, such as a front-desk agent. They can help create a positive and collaborative environment and ensure that the customer’s needs are met. Agents who score high in the influence category also may be successful in marketing and advertising roles as they tend to be persuasive. Those who score high in influence (i) work well with those who score high in steadiness (S), who are calm and supportive. Together, they can create a positive and collaborative environment and ensure that the client’s needs are met.
Furthermore, individuals who score high in steadiness (S) are calm, steady, and patient. These agents excel in roles that require multitasking and adapting to changing situations that we face on a day-to-day basis as travel consultants. They can handle stress well, and they tend to be supportive. They also may be successful in event planning roles as these individuals tend to be well-organized. They may also be slow to make decisions or are too cautious. Agents who are high in steadiness (S) work well with those who score high in influence (i), who are outgoing and sociable. Together, they can create a positive and collaborative work environment, while also ensuring that everyone is heard and respected.
Likewise, Individuals who score high in conscientiousness (C) are responsible, organized, and dependable. They may excel in roles that require attention to detail, such as accounting, budgeting, and compliance roles. These individuals can ensure that all necessary steps are taken to achieve the desired outcome in addition, they tend to be detail oriented. They also may be successful in research and analysis roles as they commonly are very systematic. Conscientiousness individuals work well with those who score high in dominance (D), who are decisive and take charge of situations. Together, using the common traits the two personality types can create a strong detail-oriented plan around a common central goal to achieve the desired outcome.
While no one person falls into just one category, people tend to have one dominant dimension that defines their behavior in most situations. Understanding your own DiSC profile can help you understand your strengths and weaknesses in a work setting and how to work effectively with others who may have different styles and to help better your agency as a whole.
Even though, the DiSC personality types can be a useful tool, it is important to note that DiSC assessment results should not be used to label, stereotype, or make assumptions about an individual but rather to understand one’s own personality and the personality of others and how they interact, and to use that understand to improve your agency. Along those lines, it is important to note that while these pairings can be effective, it’s also important to consider the specific tasks and goals of the agency. For example, a team focused on creative problem-solving may benefit from a mix of different DiSC styles, while a team focused on efficiency and structure may benefit from a majority of individuals who score high in conscientiousness.
Additionally, understanding DiSC profiles can also aid in identifying the needs and preferences of clients. By understanding the communication style of customers, travel agents can provide more personalized service and create a more positive experience for the customer.
Furthermore, by understanding the DiSC style of a client, travel agents can provide recommendations and suggestions that align with their preferences. For example, a person with a high “D” (dominance) score may prefer a more direct, results-oriented approach, while a person with a high “S” (steadiness) score may prefer a more patient, relationship-building approach.
For individuals with a high “D” score, an agent might focus on highlighting the tangible benefits of the travel package, such as cost savings or unique experiences. They may also emphasize the exclusivity or prestige of the package, as individuals with a high “D” score may appreciate the status that comes with a luxurious or one-of-a-kind travel experience specific to the clients expressed wants and desires.
For clients with a high “i” score, an agent might focus on the social and networking opportunities that the travel package offers. They may also highlight the fun and excitement of the destination, as individuals with a high “i” score may enjoy the thrill of new experiences and making new connections.
For individuals with a high “S” score, an agent might focus on the stability and consistency of the travel package. They may also highlight the safety and security of the destination, as individuals with a high “S” score may appreciate the peace of mind that comes with a well-planned and well-executed travel experience with guidance through the trip.
For individuals with a high “C” score, a travel agent might focus on the research and planning that went into the travel package. They may also highlight the educational and cultural opportunities that the destination offers, as individuals with a high “C” score may appreciate the opportunity to learn and grow while on vacation.
Those familiar with psychographic analysis in the travel industry, may discover similarities between Stanley Plog’s Research and the DiSC profiles and wonder what the difference between the two analysis methods are. Plog’s research, specifically his “Psychographics of Tourism” theory, focuses on understanding why people travel and what motivates them to choose certain destinations or types of travel. He proposed that people can be grouped into different “psychographic segments” based on their personality, lifestyle, and values, and that these segments have different travel preferences and behaviors. His theory is used to segment the market and identify target groups to develop marketing strategies, products, and services
As previously discussed, DiSC profiles, focus on understanding individual behavior and communication styles in a work setting. They are used to identify a person’s dominant personality traits, such as their level of assertiveness, sociability, and conscientiousness. These profiles are commonly used to tailor communication and sales techniques to better connect with the individual employee or customer to improve the sales process.
Plog’s research looks at the reasons why people travel and what motivates them to choose certain destinations, while DiSC profiles focus on understanding individual behavior and communication styles in a work setting to improve sales process and customer satisfaction, training, coaching and team building. Both are instrumental and useful tools for the travel industry, but they have different focuses and applications.
By using DiSC profiles to understand and identify a customer’s dominant personality style, advisors can tailor their approach and language to better connect with the customer and ultimately close the sale. Additionally, understanding how a customer prefers to receive information and make decisions can improve the overall sales process and customer satisfaction. Implementing DiSC profiling in travel sales training and utilizing the tool during customer interactions can lead to increased sales and customer loyalty.
In conclusion, DiSC profiles can be a valuable tool for understanding personality and behavior in the travel industry. By understanding the strengths and weaknesses of different DiSC styles, agents in an organization can work together more effectively to achieve the goals of the agency and provide excellent customer service. It is important to keep in mind that effective teamwork is not about matching personalities but rather, understanding how different personalities can complement each other and how to communicate effectively to reach common goals. Successfully utilizing DiSC profiles can help agency owners make better decisions when it comes to hiring and building a successful agency.
Works Cited
1 “International Travel Levels Tipped to Soar Again in 2022.” World Economic Forum. Accessed January 29, 2023, https://www.weforum.org/agenda/2022/06/international-travel-2022-covid19-tourism/.
2 “What Is the Disc Assessment?,” Discprofile.com, accessed July 1, 2022, https://www.discprofile.com/what-is-disc.
3 ibid.
