Agency chairman: ‘I don’t need a website’

The new chairman of AITO’s Specialist Travel Agents has dismissed the need for a website by claiming the internet can never replace customer service.

Barry Moxley, who is also managing director of independent agency Traveltime, said he has no need for a web presence because the focus of his business is on personal service.

During a debate on the future of the travel agent at TravelMole’s latest Travel Industry Question Time debate, Moxley said: “Why do we need a website when my business is all about customer service?

“For independent agents it’s all about the personal touch. I have clients who come into my shop and ask: ‘Where are you sending me on holiday this year?’

“The people who will decide whether we survive are our customers. People value service and some do not have the inclination to trawl through lots of websites.

“We are offering added value and people will come to you because of that.”

Moxley said 70% of business is repeat clients, with the rest largely generated through word-of-mouth.

“I am not a great believer in telling people we offer great customer service because it is just words and I’m bound to say that anyway,” he said. “It’s about delivering and demonstrating that service.”

Advantage Travel Centres managing director John McEwan agreed that customer service was critical but stressed in was also important to adopt a multi-channel approach.

“Increasingly people are seeking to use other channels and the number of people just using the high street is declining,” he told delegates.

“Barry Moxley said he doesn’t need a website but, even if the site doesn’t take bookings, why not have one telling the story of his agency and telling people who and where you are?”

McEwan added that 98% of Advantage agents have internet connections, most with broadband.

Hotels.com EMEA marketing director Patrik Oqvist said the internet “is the starting point” for many holidaymakers “like it or not.”

“I also think it’s time we dispelled the myth that people are always looking for cheapo hotel deals,” he added. “Our average European hotel is four star. Getting from A to B is a commodity but people do care about the quality of the accommodation.”

*More Question Time reports to follow. Also, look out for the next Travel Mole Question Time: Pies in the Sky, the Future of Aviation on November 29. 

Report by Steve Jones