Agents, stay relevant

TRAVEL agents are often seen
as an expensive distribution
channel in a competitive
travel industry, putting more
pressure on the retail trade
to prove their worth and offer
value for money.
“In every distribution
channel, everyone is
continuously looking at
cutting costs. You, as the
travel agent, are seen as
a distribution channel. You
distribute products on behalf
of your suppliers and you are
deemed to be an expensive
distribution channel,” Robyn
Christie, gm of Travelport
Southern Africa, told
delegates.
The key was to remain
relevant to customers, and the
only way to remain relevant
was through technology, Robyn
said. “Your customer has as
much access to destination
information as you do. You’re
no longer the opinion leader,”
she said, warning that travel
agents needed to offer a
reliable and cost-effective
service that exceeded their
customers’ ability to source
the same information. “The
only way you can do that is by
using specialist systems.”