In the realm of travel agency services, air bookings have traditionally played a secondary role, relying on an outdated mindset that prioritizes more lucrative offerings such as ocean cruises and all-inclusive resorts. Recent data reveals that merely 11% of an agency’s total gross bookings stem from air travel, according to a survey by Travel Weekly. This figure begs the question: why is air travel often neglected in the travel planning process, and how can agencies better integrate it into their service offerings? This article delves into the complexities of air bookings, the challenges faced by travel advisors, and the innovative solutions emerging within the industry that aim to redefine this important service.
The reluctance among travel advisors to engage in air bookings is a well-documented issue. A summer 2023 survey conducted by Travel Weekly indicated that a staggering 22.5% of respondents consciously avoid booking air travel for their clients. This hesitation stems from multiple factors, primarily the high level of complexity and potential liabilities involved. Travel advisors often find themselves mired in a convoluted landscape of booking systems and fare structures, particularly with the advent of New Distribution Capability (NDC) content.
Additionally, issues such as flight delays, cancellations, and the dreaded debit memo can create significant headaches, eroding the already slim margin of error in an advisor’s work. These challenges have fostered a climate of apprehension surrounding air bookings, leading many advisors to offload this aspect of service onto third-party platforms like Expedia. However, this avoidance ultimately represents a disservice to clients seeking comprehensive travel planning.
Bridging the Gap: New Initiatives and Tools
In recent years, there has been a notable shift in attitudes towards air bookings, primarily spearheaded by the emergence of innovative solutions designed to empower travel advisors. Various agencies and consortia are now actively creating in-house air desks, enabling them to manage air travel bookings efficiently and effectively. A case in point is Avoya Travel, which launched an air booking platform with an in-house air desk in 2022. Similarly, Ensemble introduced its air desk, reflecting a growing trend among agencies to reclaim control over air travel bookings.
An added layer of convenience comes from technology-driven tools such as Snap, developed by Internova Travel Group and Sabre. This user-friendly interface provides advisors with a consumer-like booking experience, offering the advantage of reducing or eliminating the risk of debit memos. TLN president John Lovell emphasizes that Snap is designed to be a low-risk tool for travel advisors, allowing them to capitalize on commission opportunities while shifting the burden of quality control and fulfillment to the platform provider.
By integrating air bookings within their service offerings, travel advisors can foster a more cohesive travel planning experience for their clients. As Stephen McGillivray from Internova points out, allowing clients to book flights independently with competitors such as Expedia can lead to a detrimental loss of business. The Snap tool addresses this issue effectively by empowering advisors to maintain their client relationships and service standards throughout the travel planning process.
Embracing air travel not only provides advisors with additional revenue streams but also nurtures client loyalty and encourages repeat business and referrals. As travel advisors invest more time in the air travel sector, they transform the overall quality of service within the industry. The ripple effect of this change can contribute to the durability and health of the entire travel ecosystem.
The travel industry’s future hinges on its ability to evolve and adapt, particularly in the realm of air travel. As the landscape continues to change with the introduction of new tools and platforms, now is the time for travel advisors to overcome their reservations and embrace air bookings as an integral part of their service repertoire. By doing so, they not only enhance their client offerings but also position themselves as a vital resource in an industry poised for growth. With democratized access to innovative booking solutions and a burgeoning network of air desks, travel advisors have a unique opportunity to redefine their role in the travel planning process, ultimately enriching both their clients’ experiences and their own business potential. The path ahead is marked by collaboration, innovation, and a renewed commitment to comprehensive service.
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