Luxury side lock up Apr 2024
Luxury side lock up Apr 2024

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On satisfaction and the importance of turning left: Insights from Neil Robertson, Mobile Travel Agents

As the Head of Product for Mobile Travel Agents (MTA) in Australia, Neil Robertson offers a unique perspective on the shifts and trends shaping the market. With a career spanning decades in aviation and travel, Neil shares his valuable insights on moving into the luxury space, the changing needs of consumers, and the dynamics between agents and suppliers. 

As the Head of Product for Mobile Travel Agents (MTA) in Australia, Neil Robertson offers a unique perspective on the shifts and trends shaping the market. With a career spanning decades in aviation and travel, Neil shares his valuable insights on moving into the luxury space, the changing needs of consumers, and the dynamics between agents and suppliers. 

Advice for agents wanting to move further into the luxury space

“Believe in yourself and the experience you bring, and make your value clear,” Neil says to agents hoping to gain more of the luxury travel pie. 

“This doesn’t mean you have to know absolutely everything, but what you do makes your client’s planning, life, and experiences easier and better.”

According to Neil, there are significant differences in satisfaction levels between clients booking online (28%) and those booking with an advisor (78%), a fact he learned at Virtuoso Travel Week. 

To thrive in the luxury market, Neil advises agents to stay informed and continuously develop their knowledge. “Look for opportunities to attend programs, events, and training that emphasise luxury, like Virtuoso deep dives,” he suggests.

“The luxury traveller is not defined by a postcode, the car they drive or labels they wear. Who is the luxury traveller? It includes not just retiring baby boomers but also now includes older millennials. This group has disposable income and wants to spend it on exclusive experiences. 

“Mentally, you want your client to ‘turn left’, (because we know when we ‘turn left’ it’s harder to ‘turn right’) thus adding a luxury stay or experience to your clients’ travel can be an excellent way to help them (and you) move further into the luxury space.”

The evolution of Mobile Travel Agents

Mobile Travel Agents were well-positioned as the world shifted to a hybrid and remote working environment. Neil acknowledges this advantage but also points out the changing landscape post-COVID. 

Neil Robertson, Head of Product, Mobile Travel Agents

“Our advisors state they have never been busier, largely due to client referrals and the overwhelming choices available now,” he says.

The role of the agent has seen a resurgence, with clients increasingly seeking expertise to navigate the myriad options. 

“The challenge is being au fait with the needs of clients and which suppliers and partners can provide the experiences, products and services that exceed clients’ expectations. 

“You do not need to know the answer to every question a client may ask, but where they can find the answer.”

Changing consumer dynamics

The MTA consumer has evolved, says Neil. 

“Our consumer is savvy, and their definition of luxury now includes experiences they can boast or wax lyrical about,” Neil observes. 

“What they truly value are advisors who can craft itineraries that meet their needs and provide lasting memories.”

This evolution includes the phenomenon of multigenerational travel, with advisors managing travel for their clients’ children and grandchildren. 

“Luxury can be subjective. What parents may define as luxury differs from their children’s view, which often prioritises inclusivity, self-expression, and sustainability,” Neil explains.

“Hence the value of advisors who can craft travel experiences that have real appeal to diverse clientele.”

Adapting to new travel wants

Consumer travel wants have evolved, impacting the products and suppliers MTA collaborates with. 

“Safety, security, and comfort remain paramount, but clients are now better at expressing what they want in terms of luxury,” Neil states. 

“What has been so heartening is that our partners and preferred suppliers have not been living in a vacuum, so we have seen a diversification with the products they offer. 

“Hotel chains have evolved and included classic luxury, lifestyle and boutique amongst their offerings. Cruise has also undergone a similar transformation facilitating and enabling (some would argue empowering) the migration of the client and their experience from contemporary, to premium to luxury. Touring has changed notably now offering immersive experiences in regional areas. The DMC has also seen a renaissance notably due to their knowledge and intimacy of a destination or region being able to curate truly special, memorable, unique and luxury experiences. 

“MTA is also a member of Virtuoso so the training, in-servicing and events hosted by this organisation has also been invaluable for our advisors.” 

Strengthening supplier relationships

“From my perspective, there is a genuine desire by both suppliers and advisors to work with eachother to realise revenue opportunities,” says Neil. 

Neil Robertson, Head of Product, MTA

“In essence, our hopes, dreams and aspirations are not mutually exclusive.

Neil acknowledged the challenges facing both parties but said that “transparency, honesty and good communication are crucial”.

“With our partners we have been realistic and forthcoming about challenges, they in turn share areas of improvement and what they can provide with service levels and thus managing expectations. 

“I have come from a few decades in aviation and observe a genuine desire of our hotel, cruise, wholesale, land and auxiliary product to work together,” Neil says.

“At this juncture, whilst demand for air travel is not commensurate with current capacity, airlines can be somewhat more mercurial to work with.”

Neil brings nearly three decades of experience in aviation, MICE, and luxury travel to the table. In February 2023, he joined MTA as Head of Product. There, he leads a talented team responsible for ensuring over 450 MTA members have access to a premium selection of travel products, including luxury airfare, ground transportation, hotels, cruises, and more.

Before joining MTA, Neil spent 14 years at Virgin Australia, holding various positions across different regions of the country. He also served on Tourism Australia’s Business Events Advisory Committee, demonstrating his deep understanding of the industry and commitment to its growth.