Traditional travel agents need to go the extra mile – TravelMole guest comment: CARTA chairman Andrew Brownrigg (Haslemere Travel).

Four out of the top five agents in The Sunday Times ‘Best Travel Agents in Britain’ published on 27 March were Campaign for Real Travel Agents (CARTA) members. A fine accolade indeed – but it did not surprise me in the least. Despite the many current threats to those of us in the retail trade – including commission cuts, no-frills carriers, so-called dynamic packaging and the new on-line retailers – CARTA travel agents thrive and shine in an apparently difficult marketplace. How? Basically, through a sustained and concerted effort to offer the right holiday to each client – a simple enough phrase to trot out but, in practice, one which takes a great deal of expertise and care to achieve. Once achieved, satisfied customers return time and time again. A special relationship is built up, and personal recommendations result. Part of the CARTA differential is as simple as going the extra mile. From hand-delivering brochures and tickets to arranging free airport transfers and flowers or a letter on return from holiday, CARTA agents demonstrate the highest levels of service to their customers. Close relationships with tour operator partners – AITO companies in particular – mean that, in the unlikely event of a problem, a CARTA agent has the wherewithal to resolve the issue speedily. Do not underestimate the power that such practices create – and, with this power, come loyal customers. CARTA agents harness the latest developments to serve their customers better. Our website is a big source of enquiries, as are individual agency sites. Technology has been embraced to both customers’ and agents’ advantage. Training is a key resource, especially in conjunction with AITO specialist operators. Breadth of choice, too, is vital to differentiate independent agents from their mass-market competitors. Access to up to 300 brochures via AITO alone gives CARTA members a huge head start in the crowded retail arena. The Sunday Times article hits the nail on the head, saying “the smart ones [travel agents] realise that the public, faced with a barrage of information, needs expert guidance more than ever – somebody to sift through the myriad options and say with authority: ‘This is the right holiday for you’. The new breed of travel agent is well travelled, educated, and super-efficient.” I might disagree with the phrase ‘new breed’ (some of us have been around for a while), but the rest of it is spot on.

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