The travel advisory industry has long been a bastion of personalized service and tailored experiences. However, a glaring gap persists in many agencies—air travel bookings. With an average of just 11% of total gross bookings attributed to air travel, many travel advisors seem reluctant to engage with this aspect of their clients’ journeys. This article delves into the reasons behind this trend, examines the emerging solutions designed to encourage air bookings, and highlights the potential benefits for both advisors and their clients.
Historically, booking air travel has posed a significant hurdle for travel advisors. A recent summer survey conducted by Travel Weekly indicated that 22.5% of respondents outright avoid air bookings. This reluctance is not entirely surprising; air travel often carries a host of complications, from scheduling issues to logistical nightmares. Furthermore, travel advisors are frequently encumbered by concerns over debit memos, which can dramatically cut into their commissions.
The introduction of New Distribution Capability (NDC) technology has added another layer of complexity, making air bookings feel daunting. Many travel advisors may perceive their expertise as better suited for more straightforward environments, such as ocean cruises and all-inclusive resorts, where packages and pricing structures are clearer. As a result, some advisors consciously sidestep air bookings, despite the potential drawbacks for their clients.
Not only does avoiding air travel bookings impede an agency’s revenue potential, but it can significantly lessen the overall experience for clients. Failing to handle every aspect of a client’s travel can lead to situations where customers turn to competitors like online booking platforms, diminishing the client’s loyalty to their advisor. This occurs especially when clients feel they’re being passed off to other services for air travel arrangements.
Furthermore, clients expect “all-inclusive” service from their travel advisors. By not facilitating air travel bookings, advisors can inadvertently suggest to their clients that air travel is a headache they’re unwilling to deal with. Thus, there’s a pressing need within the industry to shift this narrative, encouraging advisors to embrace air bookings as part of their holistic travel planning services.
Fortunately, the industry is responding to this challenge with innovative tools and platforms aimed at simplifying the air booking process for travel advisors. In recent years, there has been an initiative to democratize air bookings, with agencies and networks rolling out in-house air desks. For example, Avoya Travel launched an air booking platform in 2022, designed to streamline the process and alleviate the burdens placed on its advisors.
Other technologies are also coming into play. Internova Travel Group and Sabre have developed the Snap tool, which merges a user-friendly interface with essential capabilities while mitigating risks for the advisors. According to TLN president John Lovell, Snap significantly reduces the risk typically associated with air bookings, effectively taking contentious elements like debit memos off the table. Through this innovation, advisors can engage in air travel bookings with confidence while benefiting from commission opportunities without the usual complications.
As more agencies adopt the tools and systems aimed at simplifying air bookings, there’s potential for a profound transformation within the travel advisory industry. Providing comprehensive service, inclusive of air travel, enhances client loyalty and increases the likelihood of repeat business and referrals. Not only does this contribute to the individual success of travel advisors, but it also bolsters the overall health of the travel industry.
In the dynamic environment of travel, where competition is fierce and clients have numerous options, offering a full suite of services—including air travel—can significantly enhance the value proposition of a travel advisor. By addressing the air booking gap, the industry can ensure that advisors are equipped to provide the best possible service to their clients.
The path forward is clear: embracing air travel bookings not only serves the immediate needs of clients but fosters a more robust, connected, and resilient travel advisory landscape. As the industry evolves, it remains crucial for advisors to adapt and seize the opportunities presented by advancements in technology and emerging practices.