Joint Managing Director, Goldman Group & AU/NZ Director and Co-Chair of Virtuoso Global Member Advisory Board, Anthony Goldman, has a simple but powerful message to share: “If you’re a travel agent, quickly evolve into a Travel Advisor.” Here’s why.
“Dear Anthony, after planning our own annual trips to Europe for the past 10 years I have decided I need to use a travel agent. We need professional help and advice to navigate new waters. We travel 4 times a year and we’re ready to go.”
And so starts 2022. Not one, not two, but a good couple of handfuls of new client referrals already. And it’s only February.
After two years of the hardest professional and personal times, we have experienced, it’s time to look at the glass half full, and not half empty time of optimism and forward-thinking.
I dare say the federal government thinks they have done their job in keeping companies and workers buoyant – and I am not confident of any further significant dollar support.
Borders are open and our clients are free to travel overseas. Sure, with some restrictions which are a hassle. The cruising issue is a major stumbling block, and cruise ships need a pathway to return to Australian waters as soon as possible.
I suggest that the biggest hurdle we will face in 2022 will be the support of our airline suppliers. In the past, I would have used the term “partners”, not anymore.
It feels like a sequel to the Back to the Future movie franchise. The pending cut in front end commissions is short-sighted and lacks proper thinking and innovation.
For years we have been told that the travel agent channel is the most cost-effective distribution channel for airlines. And now, as we stand up after being on our knees, they cut approx. 4 per cent of our airline margin.
C’mon, fair suck of the sav. It will be a “watch this space” to see what they do to compensate agents with increased back-end benefits.
On a more positive note, Australians want to travel.
It’s in our national psyche. We are itching to board a plane, turn left please, and explore the world. Hopefully, A Current Affair won’t beat us up in the near future with a story about a family who booked without a travel agent and is now stranded in a country far far away.
Ummm. Use a travel advisor. Easy.
If you’re a travel agent, quickly evolve into a Travel Advisor.
We need to continue to work for our clients and be their advocates and advisors.
We need to show value at every touchpoint and continue to demonstrate our value as travel professionals.
The “should I charge a fee” debate is yesterday’s debate.
Planning fees, ticketing fees, change fees, advice fees need to be the norm. And for many advisors, it is already business practice. And clients love paying a fee as they know they will get the service and expertise.
2022 is the Year of the Tiger – we will channel the animal’s attributes of bravery, confidence and strength. Leap at every chance and take advantage of our time in the jungle.
What choice do we have?
Anthony Goldman is the Joint Managing Director, Goldman Group & AU/NZ Director and Co-Chair of Virtuoso Global Member Advisory Board.