Hot tips from the experts
Independent, plugged in, and adding value
In this life of economies-of-scale, globalisation and 'buying power', independent travel agencies are still very much around and gaining popularity.
We wanted to find out why and spoke with Enrico Bertoldo of Amadeus Italy, who gave us a lot of very valid reasons why independents not only are popular, but how they can market themselves to their best advantage in what seems like a hostile market place.
Q: Enrico, thank you for making the time. So, let's jump right in with the big question. Based on your knowledge of the smaller, independent travel agencies, what - in your opinion - is the secret of their continued success?
A: It is difficult to pinpoint exactly why travellers are still choosing independent travel agencies to handle their travel needs. A country's culture plays an important part, of course. For example, here in Italy the market is incredibly complex and the average travellers expect face-to-face contact when they book their trips which here, with over 12,000 travel agencies in the Italian market, is perfectly doable.
Then I've also noticed that there is still a certain reluctance to use credit cards on the internet, even in today's world of online business exchanges. Travellers are now more likely to search for deals on the web, do all their research there, but after that look for a face and that personal touch, convinced that the independent travel agents can, with their expertise, make sure that their holidays and their money are safe.
Travellers like to buy from a 'face' and that's not going to change in the near future. All reports suggest that there is an enormous market out there, ready to be tapped by the independent travel agents - at least for the next five years.
Q: With this huge potential in mind, what's your advice to independent travel agents, how can they market themselves better?
A: Let's start with my suspicion that many small and independent travel agencies are scared of the online competition. However, I also believe that they can do better than pure online travel agencies. What the online agencies can't deliver is the personal touch, the face, the smile, that extra mile. Yes, people can deal with them for 24 hours, all days of the week, but that's that.
All an independent agency needs in order to start playing in the same league (and even better!) is an online presence, a clever website. Not only does a website allow existing and potential customers to find them at any time, but they can do all the research they want and then finish the deal face-to-face. In this way the punters get the best of both worlds - the relevant information at their fingertips at all times of the day or night and then confirming it all with a 'real person' with whom they can forge an easy business relationship of trust and benefit from those 'little extras' born from personal contact and from each agency's service offer.
Q: Is there more to effective marketing than an online presence?
A: Yes, indeed there is. The website gives an agency the opportunity to brand itself more effectively and, for example, market its role as travel consultant. And a travel consultant can up- and cross-sell with some authority, especially those products that still offer handsome commissions.
Small and independent travel agencies need to become exceedingly customer centric and enthusiastic about their businesses, 'infecting' their customers with their own passion about travel. They must listen to their customers and - often almost telepathically - anticipate their needs. That's not that difficult, really: in these days of depersonalised business transactions, creative service with a smile goes a very long way and content travellers 'pass the word' ... the most effective advertising, especially in the travel business.
Q: Enrico, thank you so much for sharing your experience with us and our readers. As you know, this interview will appear in our e-Zine, The Amadeus Indepent. Is there a last line you'd like to add?
A: Yes. The travel industry is a wonderful business. It's not only about selling travel, but fulfilling dreams and adding value to the travel experience. Go for it!