Futurist warns: “Agents need to add value you can’t get online”
Nobody really knows what the future will hold.
Especially in an industry like travel, which is constantly evolving to keep up with consumer and technology trends.
But we can catch glimpses; for some, it’s easy to see where some emerging technologies will take the industry, like automation, AI and the rise of online booking platforms.
We spoke with futurist, Michael McQueen to get a better idea of what’s to come, and what challenges the industry will have to overcome.
McQueen’s new book How to Prepare Now for What’s Next explores how businesses and industries can thrive in a time of disruption and forecasts trends coming up in the next five to ten years.
We were so fascinated by his work, we’ve decided to make a three-part series of weekly articles about future trends and solutions to overcoming disruption for the travel industry.
Today, we’re exploring the role of travel agents and how McQueen predicts they will need to adapt to stay relevant in a time of rapidly changing technology and consumer behaviour.
In his book, McQueen told us that agents need to focus on their main value propositions.
“There’s a place for them [agents] if they’re adding value you can’t get online,” he said.
“And that’s the biggest question for any transactional gate-keeper: what’s the value you’re adding?”
He said the main things agents should focus on to sell their services are their ability to simplify the booking process, their expertise and client safety.
“Complex trips that require assistance rather than just jumping online are a big value proposition for agents,” McQueen told us.
“You can try book a multi-flight trip but it’s going to be a mess and if there’re new to travelling, they will want to talk to agents who’ve been to the places and can give the inside tips.”
“The other thing for young travellers is that sense of a safeguard.”
“There’ve been cases in the last few years with international incidents, for example when that volcano erupted in Iceland a few years ago and the only people who got home were those who booked with travel agents because they had someone working on their behalf trying to get them home.”
But the big advantage agents have over online, McQueen said, is the simplification factor.
“It’s a very interesting double-edged sword, even though they [online booking platforms] are seen as a threat to agents, the challenge now is its coming full circle.”
“People are getting overwhelmed by how much is online.”
“So in some respects, they’re the best of friends and the worst of enemies.”
“In a way, they [OTAs] offer something you can’t get: no travel agent has enough experience or exposure to the market to compete with all that’s available online but at the same time, people are busy.”
“They don’t have time to wade through 47 options for hotels in Soho so travel agents can then sort through it, they have experience, they have relationships with some of these providers, they can get you a good deal and make it simple.”
To attract customers to in-store travel agencies, McQueen suggests travel agents up their game when it comes to retail experiences.
“If it’s like the days of old where you go into a travel agent and it’s like a job interview where you sit down opposite the person and there’s a desk between you and you ask questions and they tap away at the computer but you can’t even see the screen, that adds no value.”
“Even rethinking the layout of a travel agent would be helpful.”
“Instead of the bays of desks, a whole lot of pods or low seated couches and when someone comes in you make them a coffee or offer them a glass of wine or a glass of bubbles.”
“If the moment a travel experience starts is when you begin the booking process, why not make it fun? Rather than just a transaction.”
Email the Travel Weekly team at traveldesk@travelweekly.com.au
-
Latest comments
Latest News
Collette goes off the beaten track with Canyon Country tour
To be clear TW is not advocating actually walking off the beaten track. Avoid the coyotes. Stay on the beaten track.
Intrepid & Korean Tourism Organisation team up to give agents a cooking masterclass
These guys learnt that Korean cooking is more than just putting kimchi on 2-minute noodles (as we once thought).
Winner, winner! Intrepid reveals the 9 lucky agents that won $2k
Who won the incentive? Which Intrepid trip will they spend it on? What day of the week is it again? Where am I? Huh?
Corporate Traveller reports 42% increase in Easter traffic this year
Business travellers just love Easter! Expect plenty of chocolate stained documents returning to the office on Tuesday.
Turbulent year wiped $384m off Qantas brand value: Report
Meanwhile, eating tuna at your desk can damage your own personal office brand value by several thousand dollars.
FAMIL: Room-Res & Singapore Tourism Board shows agents the Lion City’s roar
Click this article to see a man very impressed by a 20-layer chocolate cake. We're not kidding, he loved it!
Oceania Cruises offers sailors free pre-cruise hotel stay
Looking for ways to make your holidays as long as possible? Look no further.
Bonza launches new website to compliment app, agent portal
Does news about an airline's website fill you with ecstasy, glee and joy? Get your hit of the good stuff here.
MTA agents attends ‘Lunch ‘n’ Learn’ with AMA Waterways
When organising the event, Lunch 'n' Learn beat out Dinner 'n' Divulge and Breakfast 'n' Banter. Understandably so.
Travelmarvel reveals 2025 South America tours
If you spot any typos in the newsletter today it is because TW became distracted Googling images of Machu Picchu.
Tourists from 5 countries could be BANNED from visiting Australia
Anthony Albanese's immigration laws could impact tourism from certain countries.
Just how many passengers will Qantas & Jetstar hop around this Easter?
Airline workers are ready for gleeful Easter travellers! Also prepared for sticky children with chocolate on their face.
Air New Zealand gets ready for bumper Easter weekend
Air NZ gears up for travelling passengers this Easter, while TW looks to beat our egg eating record. 117 here we come!
Four Seasons Yachts reveals first itineraries to the Caribbean & Mediterranean
These trips look so good we wish there were five seasons! Alright, we'll see ourselves out...
FAMIL: Travellers Choice treats top agents to the wonders of Rotorua
This one's got plenty of famil pics and no one looks shockingly hungover in them! Clearly no TW staffers were there.
European Waterways celebrates 50th anniversary with week-long founders cruise
Plan on celebrating your 50th anniversary with a bottle of Moët and fairy bread? European Waterways has better ideas.
100th route! Jetstar celebrates the launch of Brisbane-Avalon with 12 hour sale
Jetstar knocks a ton and celebrates with a sale while TW once scored a ton and celebrated with about 17 beers.
Record-breaking year for NSW as visitor expenditure soars past $50 billion
Enjoy running round the Opera House? Be prepared to elbow even more tourists out the way.
Norwegian Cruise Line makes play for solo travellers
NCL ensuring you don't have to go trawling Tinder to find a cruise partner. Thank goodness, we were sick of catfishing.
Entire Travel Group’s Canada and Europe 2024/25 brochures are out now
Entire's new brochure is bittersweet; it both informs your clients and makes you envious of the holiday they'll take.
Malaysia Airlines adds 3 new destinations & A330neo seats
More seats means cheaper airfares and more money to spend on overpriced airport sandwiches. Woohoo!
Two divine days onboard Crystal Serenity
It's only pure serenity onboard this ship. Anxiety, agitation and anguish have been rejected by the bouncer.
How the Globus Family of Brands elevates coach touring: Travel Weekly TV with Chris Fundell
Chris' here so you don't think coaches mean peeling your thighs off a sticky leather seat every time you stand up!
The Flight Centre Foundation gears up for massive 2024 with 3 new board members
The foundation looks to invest $200k this year, spurring the TW journos to figure out how to qualify as a charity.
Barking Owl Communications to head up Anantara & Avani in ANZ
Fellow PR competitors had been barking up the wrong tree even thinking of bidding for this job!
Amex GBT to purchase CWT for $871m
It's big deals like this that get a firm handshake - hence the sore hands over at the CWT and Amex GBT offices.
1000MTG’s second global conference reminds agents to ‘strive and thrive’
Alongside messages to 'strive' and 'thrive' were those to 'survive', 'drive', 'arrive' and 'jive' (when appropriate).
Qantas A330 makes “loud bang”, pilots forced to shut down one engine
Qantas refusing to let Boeing have all the headlines in aviation world today!
GX Community Tourism Summit 2024 location revealed!
The new location has arrived and it'll blow your socks off! Time for another trip to Target for more socks then.
Visiting the destination my Mum didn’t want me to
Yet again, this journo has been a stress to his mother. Discover how this trip spurred his mother's anxiety here.
Agents come out of their shells at P&O’s turtle hatchery event
For some, it's a few glasses of bubbles to lure them out of their shell. For these agents, it was a bit more literal.
Boeing cleanout: CEO, chair to go as safety crisis plagues the manufacturer
CEOs are falling thick and fast these days. We should have started up a bingo game with their headshots in the office.
Virgin looks to swap MAX 10 order for MAX 8s amid Boeing delays: Reports
Virgin has changed its order for something smaller. Much like we have to at Maccas following a worrying doctor's visit.
Club Med unveils newest luxury yacht for 2024/25 early bird sale
This yacht is preserved for the early birds! Night Owls may also get onboard depending how late they stay up.
Abercrombie & Kent 2024 Asia Portfolio is here
Round up the family and get planning an Asia jaunt. Or, if they're hard to handle, brush them all and go it alone!
Elevate your earnings: Final days to secure double commission with Inspiring Vacations’ March offer
What could inspire you to sell more Inspiring Vacations? Double commission of course! That's all the inspiration needed.
….bad history should not repeat itself… added value doesn’t work… it failed miserably before… online is huge… the millenials are on it… and all the time… the only way for travel agents to survive is to, yes, join ’em… the more the merrier… be visible online… use best available rates offered by hotels, airlines, tours or whatever… agents must unite… /hello useless and pointless afta/… create your own bar rates platform online where all agents can source rates… gds can do it for you… it is tech ready… create, innovate and generate… continue reminding people agents assist travellers in trouble.. I also believe that… tell the people ,ok, go online, we’re also there for you…. mwahhh….