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27 February, 2018

Anthony Goldman on consumers using Webjet: “Go for it”

By Hannah Edensor

Conversations about the negative impacts online is having on the travel industry is nothing new.

But do you know what is new?

Talking about the positive impacts.

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That’s right.

As it turns out, not everyone in the travel industry is ripping their hair out about the disruption of online bookings and Online Travel Agents (OTAs).

The Goldman Travel Corporations’ Joint Managing Director Anthony Goldman for one, thinks if anything, we need to redefine the term OTA and see online as an “opportunity”.

Yes, this way of thinking took us all by surprise as well.

Check out the interview here:

Travel Weekly: How concerned should the industry be about ‘digital fatigue’?

Anthony Goldman: ‘Digital fatigue’ is not a concern.

It is more of an opportunity to provide clarity and advice when there is so much information available on the internet.

Too many reviews, offers and opinions available online cause discerning customers fatigue, confusion and stress.

That’s when they give up and call us (travel advisors) in the end. We can book what they see online for the same rates.

But with concise information and experienced advice. We are not after the quantity of bookings – rather quality in delivery.

TW: How is digital changing the industry and consumer patterns?

AG: Discounted offers are permeating the travel planning process of customers.

We find that these act as more “fillers” to their normal travel plans – and not seeing any cannibalisation of their normal travel plans.

That is why we enjoy working in the high-end leisure space. We don’t make a habit of price-matching online offers.

TW: What are consumers missing out on when they go online instead?

AG: Simple. Consumers miss professional travel advice.

They can book pretty pictures with a good price point online, but won’t get a real first-hand account of the destination, hotel or cruise.

You can buy artwork online but you really need to see it to appreciate the details. You can buy clothes online, but the first time you buy a new brand you like to try it on to see it fits well.

We spend tens of thousands of dollars each year sending our advisors to experience travel destinations locally and overseas. They get to know the hotels they are recommending.

We also spend a lot of time building relationships with our suppliers. They know us and get to know our clients.

TW: Are there benefits to human-to-human interaction when booking a trip?

AG: That’s the business we are in.

Connecting with our suppliers to ensure travel plans run smoothly, giving our clients a top travel experience.

Travel preferences are documented and communicated to our hotel, tour and cruise partners. We look after the journey from the time our clients depart to when they return home.

Visas, transfers, hotels, trains, theatre tickets, restaurant bookings, hair salon appointments, private guide liaison and more.

When they miss a flight or the flight is cancelled, it’s one phone call and we look after the rest. Try doing all that on an online website.

TW: Why aren’t you concerned by Webjet?

AG: If people are looking for a quick flight online with no after service, go for it. Our business revolves around real advice and years of experience.

We want to work with customers who understand and appreciate this.

We are busier than ever.

TW: Should the industry see the OTA as a threat?

AG: In my opinion, OTAs should be called Online booking Engines (OBEs), not Online Travel Agencies.

The OTA acronym doesn’t represent the many hard working travel agents and advisors who have built a career on giving clients professional advice.

There is no threat and there is enough travellers for everyone.

People who are looking for no service, DIY can use OBEs. People looking for professional advice and trip design can use Travel Advisors.

TW: Any other thoughts on the ‘digital fatigue’?

AG: We experienced a good handful of clients contact us in the lead up to the Christmas period last year in a panic that they had booking the odd hotel online – only to find out there were issues with what they had booked.

Wrong hotel, room type, rate, and dates. We were only too happy to help them out and again, demonstrate our value.

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

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