It’s smart for the Federal Aviation Administration to give Boeing an ultimatum. For both entities.
How and Why the Modern Travel Advisor Can Still Flourish
20.02.2024 - 19:00 / travelpulse.com / North America
Unlike many in the hospitality and tourism space, who spend their career working solely in one particular facet of the business, I have been fortunate and have been able to change verticals several times. At ICON Park, it was attractions and restaurants; at Universal Parks, it was resort hotels and theme parks; as a board member at the Grand Canyon Resort, I helped promote an area of extreme natural wonder.
While on the Visit Florida board and as chairman of the marketing committee for three years, I was exposed to everything the State had to offer visitors. In my new role at Margaritaville at Sea, I have entered the exciting field of Cruise Vacations.
I share that background to provide some needed context to this article. The diversity of experience has exposed me to both the consistencies and the irregularities regarding how third parties, be the suppliers and destinations themselves, view them as OTAs, Tour Operators, or Travel Advisors. The most common thread is that all channels are considered a necessary evil.
Unfortunately, in the minds of many, selling through a third party is seen as a problem or something that will be fixed one day. A core belief often reflected in how they treat the respective channels - the policies, commission rates, and permissions regarding the use of assets are just some of the ways one can identify this philosophy at work in the background.
Those who promote this concept are usually basing their stance on erroneous information, and they are not even up to date on some of the latest consumer research conducted since COVID-19, which indicates consumers need much of what these third parties are adding or using as part of their special sauce.
Additionally, the idea that third parties or the "trade" will cost more than direct is a fallacy that has been disproven repeatedly. Most companies that make that claim have not done a deep financial analysis to determine if it is true; it is an emotional outburst based on the fact that commissions or net rates are offered. They must include all the costs of gaining business through their direct channels. Once an accurate comparison is done, it always proves otherwise.
There are value statements for all available channels, and they differ significantly. However, the consumer research conducted in the post-COVID environment has indicated that Travel Advisors, or Travel Agents, now have some distinct advantages over other channels. Obviously, not all Travel Advisors are equal, and some will avail themselves in ways that leverage their advantages and others will not; however, the main point is that given the new mindset of the modern consumer, the proven approach of travel advisors might align best. Here are a few of those shifts.
As I
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