TRAVEL consultants needed to
move away from “informing” and
towards “inspiring” clients, Mladen
Lukic said at the recent Travel
Counsellors conference. “You
need to do more than just give
information.”
TCs need to change their
behaviour. “People shop and learn
in a whole new way compared to a
few years ago. You need to adapt.”
TCs need to connect to their
customers, building intimacy
and trust and establishing their
credibility. Don’t rely on email,
rather phone clients or, better still,
go see them, he said.
Clients can’t get from brochures
what they can get from a TC,
Steve Byrne said. “People are
drowning in information but
starved for wisdom.” There are
only two reasons travel agents
lose a booking, Steve said. The
first is that it’s just not the right
customer for you. The second is
that the travel agent was not able
to demonstrate wisdom.
While other agents are chasing
transactions, TCs need to put the
customer first and do what’s right
for them, he said.
Transactional travel agency models will not survive
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