The 21st Century Travel Agent

Besides the suggested
changes in TMCs’ supplier
relations, Asata’s 21st
Century Travel Agent
thought leadership paper
presented at the conference
gave delegates five other
recommendations on
how to change their travel
business to deliver value
and build strong, trust-based
relationships with customers.
 The recommendations are
the result of a qualitative and
quantitative market research
study whereby Asata
electronically surveyed 27
corporate buyers and held
focus groups and one-on-one
telephonic discussions with
strategic and operational
agents.
The key recommendations:
1. TMCs must change their
business value proposition
in response to changes
that continue to take place
in the macro-economic and
the industry environments.
2. TMCs should become far
more customer-centric
and focus on providing
services that are relevant
to customers’ needs at a
price that is appropriate.
3. TMCs should build strong,
intimate relationships with
their customers, based on
trust and credibility.
4. TMCs should fully utilise
their operational travel
knowledge and expertise
to become specialist
advisers.
5. Travel agents should
start investing in educating
and motivating their
employees.
6. TMCs should manage
their supplier relationships
carefully to balance their
value proposition to their
customers with the value
received from and offered
to their suppliers.
7. TMCs should change their
remuneration model to
focus on the perceived
value they add to their
customers.