Travel Agents
Thursday, September 03, 2009 by Rudy Maxa.
Are travel agents obsolete? When airlines stopped paying agencies fees to issue tickets in 2002, and with the rise of travel planning on the Internet, you might think so.
Yet although there’s been a decline in the number of storefront travel agencies throughout the past 17 years, the actual number of travel agents hasn’t changed much, according to the American Society of Travel Agents (ASTA). Given the extraordinary number of hotel, airline, and car rental reservations made online today, how can that be?
Like other industries, travel agents have had to change their business model in the age of computers. The agents (and agencies) that are most successful now focus on specific destinations or kinds of trips, such as cruises; 85 percent of cruises are still booked by travel agents as are 70 percent of tours and packages. And, surprisingly, 50 percent of airline tickets are still issued by travel agents who often charge as much as $40 to issue a simple ticket. (Keep in mind, however, that many of those tickets are issued in conjunction with a cruise or tour package.)
What makes a good travel agent, and how do you find one?
—If you’re looking for help regarding a specific destination, find an agent or agency with first-hand, we-were-there experience. Don’t rely on advice from someone doing research on a computer.
—Make sure an agency or agent is properly trained; ASTA membership is a good first sign of a professional agent.
—Ask friends who had great trips with the assistance of a travel agency.
—Size up your agency. I recently had a meeting with a one-office agency in a wealthy suburb of Minnesota called Minnetonka Travel. It’s family run and has been in business in the same community for decades. Many of their customers are repeat customers, and their office is as comfortable as a living room—no fluorescent lights or linoleum floors. The place simply felt good.
—ASTA has a Website that can help identify travel agents in your community who have specialized knowledge of certain areas in the world. The organization can also tell you if an agency has consumer complaints lodged against it by calling 800-739-2782.
—Sometimes agents can get you deals. An agency that sells a lot of cruises may be able to get you a cabin upgrade or a discount based on the volume of business and personal connections the agency has with a cruise line. And because cruise ships all have their own personalities, a cruise-savvy agency can help you pinpoint the right ship and cruise for you.
Can you competently buy your own airline tickets online? Or reserve your own hotel room, rental car, or cruise? Absolutely. But if you’re shopping for a good tour, a deal on a cruise or want good advice on a destination, a travel agent can be a trusted advisor.





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