The big mistake that’s costing you commission

Studio portrait of shocked afro american young woman using a digital tablet. She is wearing white and black grid check playsuit. Studio portrait, pink background.

Love commission but have a sneaking suspicion you could be missing out on more?

Well, we’ve done the legwork for you to expose where the gaps in travel experiences are. With more travellers turning to their smartphones to book experiences mid-trip, there’s an obvious market you could be benefitting from, just by helping clients book full packages and activities in advance.

A new report from Criteo – which you can get your mitts on for free here – has explored when, where and how travellers are experiencing travel, and what they’re doing mid-trip.

And hey – it turns out they’re leaving heaps of their bookings until they’re right in the thick of their holiday, which is a whole bunch of commission you’re missing!

When it comes to in-destination bookings, 75 per cent are booking day trips and excursions, 62 per cent are booking theme parks, 51 per cent are booking ticketed events like sports games and concerts, while around 45 per cent are booking both cultural attractions and dining out.

A further 37 per cent book outdoor activities like canoeing and rock climbing in-destination.

For each of these activities, the on-the-go convenience of it is paramount, with a large bulk of them booked on smartphones, in particular 62 per cent of those dining out.

Where agents can squeeze into this profitable market is by utilising their personal relationships with their clients.

By understanding what clients want from their holiday, what their interests are, and what their budget is, agents can effectively research destinations in order to suggest – and book – activities they think their clients would like.

Not only does this show an agent is willing to go the extra mile for their client, creating a seamless and organised itinerary, but it gives agents a chance to tap into a few extra dollars they’d otherwise be completely missing.

Plenty of tour companies and wholesalers coordinate with agents, and help secure good deals on things like sightseeing, theme park entries, and ticketed events.

By working with the insights offered in Criteo’s report, it’s possible for agents to snag even more commission while ramping up their customer service for clients.

You can download Criteo’s New Digital Traveller Report here.

Advertise with us

Email the Travel Weekly team at traveldesk@travelweekly.com.au

Criteo Discover Discovery travel agent