For those travel agents who are still doing their best to survive amongst the complexities and confusions developed and still developing during COVID, I think it is a perfect time to sell travel based upon a series of 4 new templates.
Template 1:
READ AND FOCUS on the ex Australia and inbound rules pertaining to PCR tests or RAT tests or if not required. Prepare yourself and staff and focus on each Airline, Cruise and transit point regulation. Enlist either yourself or have a dedicated staffer being updated and relay what needs to be done for the entire Agency.
Do not advise any client or traveller of what you know the finer details until you adopt and they agree to Template 2!
Template 2:
Introduce and adopt a new SERVICE FEE, and apply that to both Domestic International travel bookings that encompass the effort, time and protocols that need to be followed by each traveller before, during and after they travel. Remember that you as a Travel Agent/Advisor are legally liable for what you advise and say and do and what you do not correctly advise a client of, so you might as well levy a fee to cover your professional services. Maybe for Domestic bookings add a SERVICE FEE (let’s call it a DUTF-Data Upload Transfer Fee) of $33+ per person Domestic travel and $77+ per person International travel, in addition to your standard booking and ticket issuance fees. These fees must be nonrefundable.
It is critical here that you make clients aware that you must spend time, input and receive confirmation of their Passport, DOB, verifiable names, their COVID status that you must submit via your CRS, that they are not privy to access anyway, Also advise pax that rules and protocols can change daily and that such time, effort, verifications and keeping ahead of legal updates are all encompassed within this DUFT. Most clients respect and know how complex and everchanging things are, whilst those clients who do not appreciate what you are doing for them should not be handled. Walk away.
Note also that some airlines are now issuing ADM’s if an agent does not input all or mandatory data, so you better do it properly and do it well with your client aware of what is being done and the ADM’s that we must all keep away from.
FYI, booking via most online Booking sites or an Airline direct are legally only required to ask for what they want as a solo business entity and DO NOT ask for nor have knowledgeable staff or an online facility to do exactly what is required to satisfy Government or Health department protocols or offer travellers the most updated information. A professional travel agent has the avenues and ability to do it all under the umbrella of being legally liable to do what is required.
Template 3 :
After being prepared, please do not get scared about marketing your services and knowledge to now proceed to book Domestic and International travel.
I know that there is a reluctance to even offer travel to clients, but be confident, be prepared and don’t be scared in doing what you are qualified and good at doing.
Your expertise, your connections, your CRS toolkit of superb keyboard entry skills, your ability to reply to phone calls and emails swiftly, your ability to save so much time for clients, your industry experience and your ability to sort through the complex maze of travel conditions, fare rules, Government and Airline and Health department issued easily overrides what a normal consumer can ever do or have the ability to know.
As an example, our Agency has comfortably embraced what is required and continues to market our travel services with a new array of travellers who are now regarded as clients of ours as they have “given up” battling and attempting to decipher against the wall of travel requirements, complexities and understanding travel booking conditions with the most appropriate travel insurance to take.
It is so unfortunate that many good Agencies and advisors have departed our industry due to the incompetence and lack of sincerity of our Governments, which means that the Australian population has fewer humans to rely upon as COVID travel confusions continue.
Template 4 :
Sell yourself against Airlines and any other Supplier that pays no commission or direct markets against your Agency.
Do not stay retarded and silent. Do not follow their ridiculous strategies. Be your own leader.
You can start by advising clients and also travellers that you are paid no revenue to sell the Airline or Supplier product and that you do not condone their direct marketing approach. Use relevant analogies with clients who may be in business to set examples. Maybe, say to a Lawyer or Plumber or Accountant or retailer the analogy if they buy wholesale and sell wholesale or do they add a margin and how would they feel or if a Lawyer or Accountant or Plumber was to do paperwork and give advice or cal-out 24 x 7 for free? Real-life examples and relevant analogies tend to drive the messages home!
Most Airline and Supplier Sales reps etc are nice people but are instructed, as their job are at stake, to follow HQ directives-even if they personally dislike what is being done.
Airlines and some Suppliers are NOT OUR FRIENDS. They are a ruthless business entity that wants us to promote and advertise and sell their product but will on the same day sell direct but also smile at you as they destroy your selling avenues. This is not a relationship based on friendship. It is a corporate battle and the sooner our Industry Associations adopt this Template strategy the better.
The Sales Reps can remain our friends, but the monolithic Airlines and Suppliers must be treated differently.
Do you understand the difference? If you do not then you are a stupid business manager.
First and foremost, support the Airlines and Suppliers that support yourself via commissions, marketing monies or a series of professional support with solid reasons to sell their product, otherwise use them only if necessary. Always add you’re appropriate service/booking fees and explain to clients why your fee(s) are added -such as your professional advice, your expertise, your credentials and the ongoing human, contactable travel services that you offer.
Do not stay silent. Be bold. Be confident. Be truthful.
The accountants who try and run these Airlines or Suppliers are using the word “commission” when the word should be “marketing subsidy or expense” and written in their ledgers as such. They are using the wrong semantic in saying they previously paid us a commission. It should be termed a “marketing subsidy or expense” as we market their product and sell their product for free!!!!
I have been saying this since 1978 and I say it again.
“No Airline or Supplier on earth can offer the same personalized humane services, 24 x 7 contacts, industry connections, CRS skills, empathy, sincerity, experience, expertise or knowledge that a professional travel agent or advisor can offer and most importantly-deliver in a timely manner” If a travel agent cannot add value to the travel equation then that agency should not exist and a traveller should not use them”.
Be prepared. Do not be scared. Offer, advise, sell and extend backup travel services to your current clients and watch as a new breed of travellers will slowly seek your expertise and become your clients.!
Written by © Max Najar
