Time for Aussie travel agents to re-think the bricks-and-mortar model
![Female travel sales agent explaining the offer from a holiday flyer to a senior couple in the travel agency.](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
A recent report by eMarketer predicts that by 2021, Asia Pacific consumers will spend $3 trillion online, and e-commerce will make up 25.4 per cent of total retail sales in the region.
Whilst this hasn’t been the death knell for bricks-and-mortar, it has forced retailers to re-think how to use their physical stores.
Apple was one of the first to pioneer using its real estate to drive brand ‘experience’ as much as sales. With its open-plan design, army of knowledgeable staff, and regular in-store seminars, Apple’s stores inspire and educate customers, helping the company achieve long-term loyalty.
The fashion sector has been quick to follow suit too, adopting a range of technologies to transform how their stores are used by customers. Recent innovations include ‘live’ mirrors that suggest matching items as the customer enters the dressing room, geo-targeted apps that alert shoppers to discounts, and in-store promotions when they walk past.
In comparison, when you look at the travel sector, travel agents have been slower to spruce up their bricks-and-mortar models. However, with mobile travel sales accounting for half of online travel sales in APAC, and the number of online travel sales only set to rise as more digital natives reach adulthood, now is the time for them to start.
When done right, this is an opportunity for travel retailers to diversify, improve their success in cross- and up-selling, and inspire the next generation of travellers who want very different things from the booking experience than their parents and grandparents.
A good example is the Australian tour operator Dennis Bunnik from Bunnik Travel. Dennis inspires his customers through first-hand, authentic YouTube videos. His channel consists primarily of airline reviews, along with some destination content, with some of his videos receiving more than one million views.
Recent research shows that travellers are looking for inspiration in different ways. Therefore, agents such as Dennis can use this as a method to enhance the brick-and-mortar experience and inspire customers to visit Bunnik Travel agents.
However, not all travel agents are able to shoot and edit their own YouTube videos. So, what can be done to re-think the bricks-and-mortar model and elevate the in-store experience?
Welcome to ‘true retail’
‘True retail’ is the notion of taking a 360-degree view of the customer – thinking beyond just the point of sale to consider all other brand touchpoints. From early inspiration to aftercare, whether they are in-store, on mobile, online or, as is increasingly the case, a combination of all three.
Inspiration is one of the biggest, yet largely untapped, opportunities for travel retailers to differentiate themselves by setting up physical stores differently.
Following the Apple model, store design is a good place to start. For example, stores can display iPads loaded with relevant travel content and interactive displays that can all be used to create a fun environment where customers can browse without sales pressure.
The key is for travel agents to focus on the customer experience first and foremost – to create a space where people actively want to visit as part of their holiday planning.
Automate the predictable to invest in the exceptional
Another big, in-store asset for inspiration is a travel agency’s staff. The more time that they can spend talking to customers, and the more knowledgeable and passionate they are about travel, the better.
Historically, in-store staff at travel agencies were stuck behind their screens due to cumbersome systems and back-end processes. However, with the right technology, a lot of this can now be automated, giving staff the information they need at the touch of a button and freeing up their time to walk the floor and focus entirely on customer service.
Make it multi-channel through data
Embracing ‘true retail’ also means acknowledging that there is no longer a single, linear purchase journey for travel bookings. Just as some customers will come into store to make a purchase having already done a lot of research online, others may prefer to get in-store inspiration then buy later, through another channel.
Retail travel agents need to ensure they don’t lose this second group of shoppers to their competitors by continuing to follow-up with highly-tailored content, to whatever channels the customer prefers, after they’ve left the store.
Personalisation and relevance are essential to doing this successfully, so travel agents should use data captured across all their touchpoints to build up a detailed, single-customer-view that is drawn from real behavioural insights rather than demographic assumptions.
Applied in the right way, this intelligence can also be used to inform more tailored cross and up-selling, with a much higher chance of conversion.
Aftercare
Finally, taking a truly 360-degree view of customer needs means keeping channels of communication open long after the sale itself.
Successful fashion retailers do this well through convenient returns processes on online orders and hyper-relevant ‘you might also be interested in…’ content designed to inspire the next purchase.
This is an equally important opportunity that travel retailers shouldn’t ignore. In short, travel agents should have a post-purchase strategy for every customer – the more tailored the better.
For best results, this should go way beyond the immediate post-sale window and should incorporate practical on-trip and even post-trip value-add services such as delay notifications, visa information and discounts on services at the destination.
Ultimately, traveller expectations are changing, which means retail travel agents today need to think beyond the booking experience and re-think how to use their physical stores. Travel agents need to embrace true retail and inspire the next generation of travellers.
Champa Magesh is the vice president of retail travel channels across the Asia Pacific at Amadeus.
Email the Travel Weekly team at traveldesk@travelweekly.com.au
amadeus bricks and mortar Champa Magesh travel agentsLatest News
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Low-cost Indian carrier SpiceJet continues to burn cash
It’s not just low-cost Australian carriers that are facing hardship. SpiceJet, India’s version of Bonza, recently announced a 72 per cent reduction in its net loss versus last year. But, despite this improvement, the airline has posted losses for six straight years. But it has secured board approval to raise up to INR 30 billion […]
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
SAKA Museum recognised in TIME magazine’s World’s Greatest Places 2024
AYANA Resort Bali’s newly-opened cultural and events centre, SAKA Museum has been recognised in TIME magazine’s World’s Greatest Places list for 2024. Part of AYANA Bali’s resort destination, the museum integrates Bali’s rich history with state-of-the-art facilities, making it the centrepiece for the island’s spiritual and cultural heritage. TIME magazine’s inclusion of SAKA Museum in […]
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Journey Beyond launches first brand-led campaign during Paris Olympics
Journey Beyond is pushing the boundaries. On The Ghan, you can't even see them!
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Ascott Australia partners with Hotels for Trees
Hoteliers can take a 'Lyf' out of this book and improve their green credentials.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Victoria’s TAC Top Tourism Town Award winners for 2024
Keep looking in our own backyard. There are plenty of places to go.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Uniworld partners with Camilla Franks with Egyptian-inspired collection
We are in de-Nile about making puns combining Crocs and leopard prints, given this luxe partnership.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Aussies at Paris Olympics anxious about travel risks, with incidents already recorded
Fortunately one of our biggest gold medal hopes still held onto his pedals.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Banyan Tree Seaview Villas elevates Laguna Lang Co
If you've ever played golf in the tropics, start early. LIke way early. It's hot! Damn hot.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Silversea taps Barbara Biffi as senior vice president for global sales
Ultra-luxury and expedition cruise travel brand, Silverseas, has announced Barbara Biffi as its new senior vice president of global sales. Biffi joined the company in 2007, holding numerous positions and gaining a deep understanding of the brand, the preferences of its guests and its strategic goals, the company said. An Italian national with a wealth […]
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Wendy Wu unveils new Japan travel brochure and itineraries
Get outta town! Off-beat Japan will be a lot less congested we figure than the usual tourist hotspots.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
UK and Europe event organisers look to venues with sustainability integrity, ICC Sydney survey finds
Here in Sydney, you can even eat the table centrepieces. Although we advise they be cooked first.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Renos Rologas new general manager ANZ for FCM Travel
Two decades in the travel game! Let's hope Renos is in for the long haul at FCM.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Untamed Escapes to offer Cultural Day Tour from Port Lincoln in partnership with Maba Idi
International visitors travel thousands of kilometres for this experience. Time to share.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Luxe Finish Line Penthouses offer the best vantage point for the finish of the Sydney-Hobart
Long have we been following the yachts leavings Sydney Harbour and one day, we will see the finish, from this place!
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
In a busy world, proximity to nature is the new luxury
Forget Raffles, treat your nearest and dearest to a stay at the local campsite. They'll be super close to nature.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Circular Quay welcomes new Korean dining experience to Sydney Place
We once took Korean-American chef David Chang around Koreatown, Eastwood. Not happy about driving rain, loved the food.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
MSC Cruises unveils a new outdoor kid-friendly attraction on World America
Drop your kid down the jaws of a shark and they come out 11 decks below. Sounds good to me.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Amadeus welcomes FCM Travel as new reseller partner of Cytric Easy
Cytric Easy, the travel management tool embedded in Microsoft Teams, is to be integrated into FCM Travel portfolio. Amadeus and FCM Travel have extended their Cytric distribution agreement to include Cytric Easy. With this new agreement, global travel management company FCM Travel, becomes a reseller of the innovative travel management collaboration solution embedded into Microsoft […]
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Australian travellers abandon peer-to-peer stays and gravitate back to big hotels, survey finds
Doom scrolling Airbnb for the best-possible stay options two days out from departure was wearing us down, apparently.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Quark Expeditions launches the Ultimate Summer in the Arctic sweepstakes for travel advisors
Summer in the Arctic still means it's freezing. But hopefully a winning sweepstakes tickets will warm your cockles.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
‘I bet it smells weird’ – Internet divided over floating restaurant in China
I you are still feeling peckish at the end of your meal, their fish tank is full. But can you eat koi?
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
‘Turn up in the Northern Territory this Spring’ campaign deals
Agents and airlines get all hot and sweaty over these enticing deals. Or did someone just turn the air-conditioning up?
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
‘Like nothing on earth’: Saudi Arabia’s new Treyam resort set in a Star Wars-style landscape
As long as Jar Jar Binks is not there, we would like a seat at the Mos Eisley Cantina please.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Raffles Hotels and Resorts is set to open in Tokyo in 2028
Time to get your vision boards at the ready! Raffles is landing in Tokyo!
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
‘A true honour’ – Andrew Stark wins Flight Centre Director’s Award for the second time
Congratulations Andrew! If you're a fan of British reality TV you might notice a familiar face.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Club Med debuts travel agent portal 2.0 with bonus prize for tops sales
See those people by the pool. That could be you. Start selling through the portal people!
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Envoyage announces 2024 Australian Icons and rewards event in the Maldives
We were going to edit our name into the list but we chickened out.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
HIF Global signs collaboration agreement with Airbus on eFuels
We know it's a good thing but can a jet fuel geek out there send in a diagram explaining this please.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Crystal announces release dates for 2026 itineraries
If you have started collecting 2026 itineraries then here is another one for you.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Cairns Airport unveils display of support for FNQ youth
If you were craving some winter sun now you have a cultural reason for booking a flight to Cairns.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Viking announces six new cruise itineraries
Now's the time to start learning Putonghua, Nihongo and Lhasa. Or maybe even know where these are spoken.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Join Qatar Airways, Celebrity Cruises & Klook – Showcase Your Brand at Click Frenzy Travel August 2024!
Clicking calmly will also be welcome when it comes to this particular deal. Click calmly here to find out more.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
InsideAsia Tours launches new incentive that doubles agent commission
Double commission! We like the sound of that. Hope their system doesn't crash as a result.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Push to revive Parramatta’s iconic Roxy Theatre into entertainment destination
Long have we wished for this iconic heritage cinema to be revived as a tourist destination. Still waiting.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Qatar Airways signs an expansion to Boeing 777-9 aircraft order
Known as a quiet rural town in England, the entire global aviation industry now has its eyes on Farnborough.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Flight Centre shares down following revised profit guidance
The stock market moves fast. What will the rest of the week hold for Flight Centre?