In this ever-changing geopolitical landscape, especially since COVID, the public’s perception of travel agents has shifted and according to reports, it seems that the mainstream population are increasingly putting their trust into their expertise.
In 2024 last year, ATIA members booked over $30 billion travel, including $13.5 billion in retail, $11.8 billion in corporate and $5.6 billion in land operations.
Meanwhile, data from Jobs and Skills Australia has revealed that over the next five years, the sector will grow by 4.3% and nearly 10% within the next decade.
However, now that savvy clients have information at their fingertips, selling dream holidays is tough and according to Crooked Compass’ Lisa Pagotto, “the playing field hasn’t just shifted, it’s been cracked wide open”.
“Agents used to be gatekeepers of information. Now, they need to be the curators of meaning,” said Pagotto, who took part in a panel discussion last week on Travel Agent Day about changing selling strategies.
As travellers are more researched and educated than ever, conversion needs to be more about “emotional resonance” and taking a more highly-personalised approach to serving customers.
Instead, Pagotto believes it’s about “knowing when to stop selling and start listening and truly understanding what matters to the client”.
TravelAgentFinder’s Anna Shannon, who also shared her thoughts alongside Pagotto last week, highlighted the fact that many parts of the industry are “stuck in the old-school sales model”, despite the fact that consumers are a completely different breed now.
“In an age where you can book a holiday package at Aldi or get a detailed itinerary in seconds from AI, if you aren’t evolving with the needs of consumers – listening, creating a human connection and building a relationship, and personalising your recommendations for the client – you’ve already been left behind,” she said.
In fact, for Shannon, one of the toughest challenges for agents is differentiation and standing out amongst the pack, especially due to the rise of AI and the fact that consumers can buy travel anywhere and everywhere, even at Aldi.
“It’s the same product at slightly different prices. What differentiates in this equation is the agent’s expertise, knowledge, the value they provide and bring to that sale,” she said.
“If they aren’t converting customers, they need to ask themselves, ‘am I an order-taker or am I truly changing people’s lives by amplifying their trip with my own personal experience, education and care?’”
Time and emotional fatigue can also be major roadblocks for agents, many of whom run their own businesses, added Pagotto.
“We underestimate how emotionally draining it is to manage someone else’s dream, especially when you don’t know if they’ll book. There’s also the pressure to justify your value in a world that still Googles your quote while you’re mid-call,” she said.
“The antidote isn’t more hustle, it’s clearer positioning. Know what you’re not, as much as what you are.”
Underrated selling tips for agents
However, there are some underutilised opportunities for agents, such as building their own presence online, especially as that’s where consumers are when conducting their own extensive research during the planning process.
Agents have the ability to become online content creators, showcasing their own trips and experiences through social media or on their websites and sharing it with their own customer database, suggested Shannon. It’s this kind of content that can truly highlight an agents’ knowledge and expertise of destinations, various products and create FOMO or spark interest.
“‘We know because we go’ is such a powerful authority builder for an agent and a fabulous way to encourage enquiry and sales through their own personal lived experience. It’s not a pushy sales tactic, it’s pull marketing. It’s about continuously building trust and keeping that relationship going through storytelling,” she said.
“You don’t need to even ask for the sale, but you’ll get interest, engagement and enquiry. If not immediately, later when they are ready. They’ll remember that inspiration and education and think of you as the expert when it’s time.”
Pagotto also suggested agents need to improve the kinds of questions they put forward to their clients, asking ‘why’, rather than just ‘where to?’, in order to build deeper trust much faster.
Agents should also consider investing in the power of pre-decision rituals, she added.
“Warm-up emails, welcome packs, voice notes, small human touches that all contribute to building that trust before the sell. You need to make your client ‘want’ you and your expertise,” she said.
