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


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

Wednesday, 27 Mar, 2003 0

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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