The Travel Agents Job

Your job is not to sell travel. That is an antiquated version of “travel agent” from years past. You are no longer a travel agent. You must become a Travel Advison, Travel Expert or Travel Consultant.

Your job is to help consumers make intelligent buying decisions. If you truly adopt the perspective of a consultant, why does price become the most crucial aspect of the buying process? Is that the chief consideration in any other buying decision you make? Do you buy a washer and drier solely on the basis of price? Does brand matter, do features, warranty, service and even more emotional considerations like color and appearance? Is price the sole determinant of the coffee you drink, the car you drive or hairdresser? My guess is the answer to each of these questions is a resounding “No”. Yet, many travel professionals are absolutely certain that the only thing that matters to their clients is price.

Here’s the thing – Travelocity is not your competition. Your real competition is perception – the client who doesn’t understand what you do and how you do it, who doesn’t understand the value of your services. As a professional it is your responsibility to make yourself understood through your marketing – and that is the value and function in your services.