“Thank you”: Trafalgar CEO Gavin Tollman pens heartfelt letter to travel agents
Trafalgar’s boss has taken pen to paper (or should we say fingers to keyboard) to remind agents all over the world of their value, and that they will only become more relied on in 2021…
“Thank you.”
These are two words you most likely have not heard very often this year, as we have been forced to apply all of our energies towards simply surviving a generation-defining, industry-breaking period of time.
However, these two words are what I wish to express to you, with all of my energy and greatest sincerity.
Thank you, our vital and valued agent partners, who have done your utmost to stay focused and to stay hopeful during a year that has felt, at many times, desperate and endless. Thank you for your frontline perseverance and for your partnership.
Thank you, because together, we’ve future-proofed travellers’ dreams so that when that day finally arrives and travel returns – which it will soon – we can move forward, together, and once again flourish.
Despite its challenges, 2020 for me will be the year I stopped to think carefully about the difference that we can – and do – make. Our life’s work in travel and tourism has been one of pride. It has been one of purpose. It is the energy and passion that comes from the joy of watching people celebrate the world around us, when we connect travellers to the places where their dreams are fulfilled, that drives us. The greater travel community in which we belong plays a critical role in making millions of dreams come to life every single year – what an incredible role we play in making memories and bringing joy.
This pause has offered me the chance to re-evaluate where we go from here; to do a proper reset and define how our industry will change after the pandemic. And now after nine long months, the start of the administering of vaccines marks a vital catalyst to the restoration of what we love: travel.
As we do so, one of the great truths emerging from this year is that there will never be a ‘return to normal’. Why is this the case? Because the seismic shift caused by the world grinding to a halt, and cutting off our ability to connect with one another, has fundamentally shifted not just the value of travel, but the values of travel.
As I looked forward into this new reality and captured my thoughts here, I had a powerful moment of clarity about the year ahead, and the crucial role you, our agent partners, play in the rejuvenation of our industry.
Firstly, cabin fever is rampant. Simply by speaking to past guests, looking at search trends or research itself, we know there is an enormous demand and desire of people to reconnect not just with their loved ones, but with new people, cultures and places. They want to travel, they have missed it, and they are longing to explore once again. But, when the world reopens, we know that before restarting their journeys, what they are going to need from us, the travel community, will be very different.
Following the trauma of the last nine months, the world’s travellers will need support and guidance and reassurance to enable them to confidently get back out in the world. Much like getting back on a bicycle, it’s going to require training wheels, clarity around where they can go, what they can do and what the protocols are that need to be respected to be able to take to the open road and skies once again.
This is where it gets interesting. The value of the agent to inspire, recommend, guide, and help decide where and ‘how’ to ultimately go will never be greater. Agents that listen, do and act on travellers’ core needs will thrive.
You cannot simply, at times, be a travel order taker. Travel intenders will be looking for your expert guidance, your advice and your knowledge. The role of an agent as an expert in our industry has never been greater. Travellers will be looking to you to discover where they can take their hopes and travel dreams, and how and where they should invest their hard-earned money in a way that is safe and secure. They need to feel comfort and confidence that we will return them home, healthy and fulfilled, having enjoyed incredible moments and made memories to last a lifetime.
Next year will be defined by one critical call to action for the agent community. Now, more than ever, the individual needs of the customer will be greater than we have ever seen in our lifetime – in particular, the need to help them understand what they don’t understand, so they can once more enjoy travel experiences beyond their dreams. This we know to be true.
They need you to help them feel confident that this year’s invisible crisis is being carefully managed and that the travel community is working together to make sure that the desire to travel is fulfilled in a way where they can travel worry-free. And importantly, that through your guidance, expertise and understanding of their needs, that they can simply focus on the holiday dream, enjoy, be in the moment, without worrying about the details of safety that have so heavily been weighing on their minds.
Thankfully, a number of years ago we launched the Consultative Selling Process training program that we continually evolve and update for our valued trade partners – for you. As we look towards the future, this represents a lifeline to success. It is here for you, supporting you to be able to focus:
- First, on the customer: asking insightful, instinctive questions to gain understanding of your clients’ needs. As they say, every customer has a story, and it up to us to uncover their past, present and future travel desires.
- Second, on the solution: all too often, we dive into what we think a customer wants to know, but yet we have not asked the customer all the questions to know if that is REALLY the right solution for them, hence why point one is so important. We need to be asking the right questions.
The shock and grounding of the entire world this year has shifted needs, shifted motivations, shifted aspirations, with both new and returning clients. Finding the new questions and delivering the new solutions is your recipe to unlocking the new business that awaits. Only human engagement can do this.
The year 2021 will take us into a new travel world with new travel opportunities, new perspectives and new needs. I would be remiss if I didn’t highlight the enormity of the following three key variables travellers are currently looking to ensure are addressed before they will travel:
- They want peace of mind that their wellbeing is taken care of;
- they want to have a great time when they travel; and
- they want their hard-earned money to be safe when they invest it in travel.
The touring brands within The Travel Corporation family of brands tick all of these boxes and more. Our local knowledge and connections, our exceptional duty of care for every single guest and financial strength are our cornerstones.
In this regard and very importantly, the challenges of this year have inspired us to invest smartly, heavily and meaningfully into the introduction of wellbeing systems and specialised team members that make it easy for guests to forget their worries, keeping travellers safe, satisfied, and focused on their enjoyment. We couldn’t be more excited about connecting our travellers to their dreams once again.
This is a pivotal time for you, for the industry, and for our touring expertise. Together, it is our opportunity to shine and celebrate a great 2021 together.
Gavin
Email the Travel Weekly team at traveldesk@travelweekly.com.au
gavin tollman the travel corporation trafalgar travel agents ttcLatest News
Australia fails to make top 10 destination list for American travellers
Australia's top cities have failed to make the grade with American travellers this northern summer, with no local city in the top.
APT Launches 2025 Asia Adventures
APT has launched its Asia Adventures for 2025, including new luxury holidays in India, Sri Lanka and Japan. Five new tours lead guests to the highlights of India, including a seven-night cruise along the rarely travelled Lower Ganges aboard the Ganges Voyager. Further south, Sri Lanka’s greatest destinations are revealed on a new 15-day Land […]
ANZAC Battlefield travel on the 2025 bucketlist
As Anzac Day dawns, agents prepare for a surge in bookings for the 110th anniversary of the Anzac Cove landings.
Former Channel 9 Getaway host and founder of TRIBE Jules Lund to speak at Travel DAZE
From blond-tipped travel reporter to Travel DAZE speaker, Jules Lund cuts through the BS.
HX’s Roald Amundsen finds aliens in the Antarctic
Forget whales, HX's MS Roald Amundsen captures aliens in the Antarctic - and they're not pretty.
Mayhem in France as 70% of flights face cancellation
I mean it wouldn't be France if there wasn't at least one strike.
Etihad Airways launches double-decker service with world’s only in-air three-room suite
We imagine falling asleep in the three-room suite is superior to falling asleep on your neighbour's shoulder.
Norwegian Cruise Line launches 2024 Europe travel season
Europe certainly has a lot of ports. Its time for Australia to up its game.
“The power of travel for positive change” – Intrepid’s Jenny Gray hails controversial all-women Saudi Arabia trip
There is an awful lot to love about this tour from Intrepid. Where do we sign up?
Princess names the Sun, unveils Sanctuary Collection + Star Princess to Alaska in ’26
A huge bottle of Veuve was smashed into the side of the ship to make things official. So no, we couldn't snag a glass.
Collette special offers across peak northern summer season
If you are craving a trip to Europe then grab this deal with both of your grubby hands.
Air India and All Nippon codeshare between the two countries
Here at TW we agreed that the photo would have worked better if they had swapped planes.
A&K offers minimum 18 weeks paid parental leave
Contrary to what the photo suggests this benefit is only applicable for humans. Back to work Mrs Jumbo.
NH Hotel Group rebrands as Minor Hotels Europe & Americas
Hang around the bends of the hotels. We imagine they will be full of a lot of branded content.
Scenic Eclipse II – the business of creating unforgettable life-changing memories
These cruise brothers from another mother offer a view of cruising on Scenic Eclipse II that is poles apart.
MSC builds new hospital ship with Mercy Ships
If you want to read a story that puts a smile on your face then this is the one for you.
“I peed on myself watching this” – Social media users squirm at Royal Caribbean’s Harmony of The Seas 55ft dive video
TW is not responsible for any involuntary actions your body might have after watching this video.
FLIGHT REVIEW: Qantas Boeing 787 Dreamliner business class
The real bonus is you're unlikely to be around screaming children. Hoorah!
Traveltek offers travel agents new rapid deploy cruise website
As always, if you have any issue with the platform, just turn it off and on again.
Experience whale watching & classical music at the Australian Festival of Chamber Music in Townsville
Disappointedly, the whales do not start singing in tune with the orchestra. Opportunity missed.
Fond, very Fond. London hotel famed for James Bond link adds ‘Classic Comforts’ lunch menu
James Bond author Ian Fleming was so fond if this hotel, it inspired the legendary phrase ‘shaken, not stirred’.
What sets Eclipse Travel apart with Africa expert Hilary Dubyk: Travel Weekly TV
If you want to know more about Africa, then Hilary Dubyk is your person.
Surge in Australians visiting Japan
Feel like all of your friends have just returned from Europe? Now it's Japan.
Seabourn announces Western Kimberley Traditional Owners as Godparents of Seabourn Pursuit
Seabourn has named Western Kimberley Traditional Owners, the Wunambal Gaambera, as Godparents of the ultra-luxury purpose-built Seabourn Pursuit. It is the first cruise line to appoint Traditional Owners as godparents of a ship. Seabourn Pursuit embarks on its inaugural season in the Kimberley region this June. The naming ceremony will take place on Seabourn Pursuit’s […]
Sydney named 17th best place to work remotely
If you struggle to get a seat within Sydney's coffee shops, you now know why.
W Melbourne grows sales team
We appreciate the thought that has gone into this team photo.
Cunard welcomes new ship Queen Anne
This might be the most impressive ship handover in ship handover history.
Intrepid Travel appoints Yvette Thompson as general manager sales & marketing ANZ
It isn't end-of-day Monday and Yvette Thompson has already nabbed herself an impressive promotion.
Anna Fawcett re-joins Global Touring in newly-created APAC role
With such an impressive CV, Global Touring is no doubt thrilled to have Fawcett back.
“We know our response has been far from perfect” – Emirates’ open letter following Dubai flooding
If you also need to write an apology letter, then this is a pretty good template.
Malolo Island Resort opens brand new Spa
Fiji’s Malolo Island has added another string to its bow – opening its $1.3 million day spa on Thursday, 18th April 2024. (Lead Image: matriarch Rosie Whitton with spa staff) Located at the edge of the resort’s luscious patch of tropical rainforest, the new “Leilani’s Spa” adds another level of elevated experiences to Malolo’s already […]
Virgin Australia’s HILARIOUS second instalment of the ‘Bring on Wonderful’ campaign
We don't use the word 'hilarious' lightly, but this is worthy of the title.
Visit Sunshine Coast reveals new brand identity
If you were looking for another reason to visit the Sunshine Coast then this is it.
Sofitel launches brand campaign starring Sex Education’s Gillian Anderson
We can confirm the content of this video is less spicy than Sex Education.
Holland America Line gives agents the chance to visit Alaska on 11-day Famil
If you've ever wanted to see a Polar Bear (and who doesn't?), now is your time.
More than 65 luxury agents gather in Sydney for Best of the Best dinner
This looks like a fabulous do. We imagine there may be a few (or maybe 65) sore heads this morning!