The travel industry has always been a multifaceted domain, and air travel plays a critical role in shaping client experiences. However, a significant trend has emerged in recent years: many travel advisors are shying away from booking flights. This trend raises questions about service comprehensiveness, workforce dynamics, and the overall health of agency operations. The latest insights shed light on this complex subject, revealing that agencies face both a challenge and an opportunity in overcoming reluctance towards air bookings.
According to recent surveys, only about 11% of total gross bookings from travel agencies stem from air travel. This is notably lower than the figures for ocean cruises and all-inclusive resorts, which tend to attract higher price points. The reluctance to book air travel is evidenced by a striking 22.5% of agents who reported not engaging with air reservations at all. This might be a conservative figure, considering other polls suggest the percentage is even higher. The fear and complexity associated with air travel bookings certainly contribute to this aversion.
Booking air travel involves significant effort and can lead to stress when complications arise. Furthermore, the introduction of New Distribution Capability (NDC) content has made this landscape increasingly convoluted for agents. Coupled with the burden of potential debit memos – a dreaded occurrence in the industry – it’s no wonder many advisors hesitate to delve into air travel arrangements.
The decision not to book air travel can often result in a disservice to clients. When advisors limit their expertise in air travel, they inadvertently steer customers toward online agencies, which may lead to lower loyalty and repeat business. In an era where consumer choices are abundant, travel advisors must position themselves as comprehensive service providers to remain competitive.
Recognizing this challenge, a movement has emerged within the travel community to democratize air booking. Several travel agencies and networks are investing in dedicated air desks and platforms to facilitate seamless flight reservations, thereby reducing the burden on individual agents. By equipping advisors with the necessary tools and support, the industry can promote a more holistic approach to travel planning.
Innovative Solutions for Travel Advisors
Recognizing the significance of addressing these challenges, various organizations are launching innovative booking tools and support systems. For example, Avoya Travel launched an air booking platform in 2022, followed by Ensemble’s announcement of a similar service. These platforms allow travel advisors to engage in air bookings with ease and confidence.
Notably, Internova Travel Group’s recent development, Snap, offers a user-friendly experience for agents. Snap not only simplifies the air booking process but also minimizes risks related to debit memos by assuming the responsibility for quality control. This solution encourages travel advisors to incorporate flights into their itineraries, ensuring that clients receive a more comprehensive travel experience. As John Lovell, the president of TLN, articulated, Snap effectively eliminates risk, allowing agents to focus on fulfilling client needs without undue concern.
Furthermore, technology like Sabre Red Launchpad is coming online, promoting accessibility to advanced solutions that help minimize agents’ air booking apprehensions. With more air desks being established, the collective goal is clear: empower travel advisors to provide an all-inclusive service that enhances client satisfaction and fosters loyalty.
The future of air travel bookings in the travel advising sphere looks promising, particularly as more agencies embrace technological innovations and support systems. The strides toward eliminating obstacles associated with air bookings are crucial for the overall health of the travel industry.
As travel advisors begin to recognize the importance of offering complete service — from travel planning to air arrangements — they position themselves to cultivate client loyalty and boost referrals. In an environment filled with competitors, agencies that prioritize a comprehensive service experience will not only thrive but also redefine the travel industry’s approach to air travel.
While the traditional hesitation surrounding air bookings remains a challenge, the industry is witnessing a shift towards greater inclusivity and empowerment for travel advisors. Harnessing technological advancements and innovative solutions, the sector can begin to turn the tide, ensuring that air travel becomes an integral component of clients’ journeys rather than an overlooked afterthought.