Travel Counsellors: Emotion is key to agent survival
Emotional connections between agents and clients will enable the trade to fight off the threat of the Internet, according to agency firm Travel Counsellors.
Chairman David Speakman insisted that while a portion of the population will be driven to book online by developments in technology, the emotional nature of a travel purchase means many will instead opt to book with a trusted agent.
"Technology and the online channel in general will continue to drive down prices, stripping out all emotion and what you're left with won't be what many customers want," he said.
"They will want to see what they're getting for their money is right for them and technology alone won't be able to explain this or even deliver this.
"Connecting emotionally with customers will form the cornerstone of success for agents in the future and agents that do this well are those that have an assured future."
However, Speakman highlighted the importance of embracing technology in order to give themselves the "edge" over the Internet.
Rather than seeing social media as a danger, agents should use it to communicate with their customers on a personal level, he added.
Email the Travel Weekly team at traveldesk@travelweekly.com.au
agents david speakman internet online technology travel counsellorsLatest News
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