Hotel News
BITAC® Events!
Tech, Sales & Operations Apr. 22, 2018 More Info Sold Out for Suppliers
Independent May. 15, 2018 More Info 4 Supplier Spots Left
Building Your Hospitality Business
  Are you a member? Log In  or  Sign Up
Hotel Interactive®, Inc.
Send a summary and link to this article
To Email
Your Name
Your Email
Bot Test
To pass the Bot Test, please type the white text that you see in the gray box. This helps us prevent spammers from abusing the system.
Print Printable Version

The Modern Benefits of Traditional Travel Agents

They can still be a serious tool to deliver guests, that is, if you take them seriously.

Wednesday, March 12, 2014
Mr. Larry Mogelonsky - P. Eng.
bookmark this
Bookmark to: Digg Bookmark to: Del.icio.us Bookmark to: Facebook
Bookmark to: Yahoo Bookmark to: Google Bookmark to: Twitter
We are on Twitter

Prior to the digital age, travel agents comprised a well- , primary factor in the hospitality industry because filling a travel itinerary, including booking a hotel property, was complex and resources were limited. As electronic booking engines became commonplace, travel agents were scorched. Many dropped out. Those who remained offered their customers more than just the ability to book a trip, but that critical intangible: expert knowledge. As odd as it may seem to some, there is still a world beyond ‘the gospel according to TripAdvisor’.

Decades ago, travel agents lost commissions on discounted air travel (overrides and commissions on full fare still exist). Thus, selling cruises and hotel rooms became the mainstay of their revenue stream. As such, they definitely have something to offer their clientele.

Today’s travel agent has more than just a GDS terminal and access to the internet. They have honed their own market, becoming the ‘go-to travel masters’ for a very loyal customer base. Travel agent groups such as Virtuoso provide further expertise for their members, accelerated by the group’s exceptional industry education.

If you consider traditional travel agents to be of importance, how do you rekindle your efforts with this channel? Here are just some of the approaches that you can consider as part of the development plan:
  • If you are part of a chain or representation group, get involved in any offered group programs
  • Add a section on travel agents, or a special email to your website, encouraging communications
  • Establish a member of your sales team that is devoted to this channel
  • Host travel agent welcome days
  • Publicize FAMs with journals such as Travel Agent or Travel Weekly
  • Manage your travel agent business by recording sales and reward those agents who perform
  • Extend travel agent relationships through your sale (For example, when a guest was booked through a travel agent, provide a welcome letter from the travel agent, extending the relationship. Your actions will be noticed!)
  • Build relationships with travel agents utilizing appropriate communications, such as newsletters or bulletins as well as personal notes
  • Go to travel agent shows such as the Luxury Travel Expo
The fact is this: there is still business to be had amongst traditional travel agents. If your plan is to reduce dependency on the higher commission channels of the OTAs, traditional travel agents represent an excellent opportunity.

Larry Mogelonsky P. Eng.    Mr. Larry Mogelonsky - P. Eng.
Managing Partner, Hotel Mogel Consulting Limited
Owners, Principals, or Partners
LMA Communications Inc.

Bio: One of the world’s most published writer in hospitality, Larry Mogelonsky is the principal of Hotel Mogel Consulting Limited, a Toronto-based consulting practice. His experience encompasses hotel properties around the world, both branded and independent, and ranging from luxury and boutique to select-service. Larry is also on several boards for companies focused on hotel technology. His work includes four books “Are You an Ostrich or a Llama?” (2012), “Llamas Rule” (2013), ...
Feedback Messaging & Feedback
We welcome your opinion! Log In to send feedback.
Already a member?
Log In
Not yet registered?
Sign Up
Need More Information?
  RSS Feed
RSS Feed
Contact Us
Mobile Version