10 Mistakes Travel Consultants Should Avoid

Since the spring of 2020, when the global pandemic brought life to a halt around the world, the travel industry has been on a roller coaster. Even after social distancing measures and closed borders began to ease, the tourism industry still has a lot to face, including finding ways to do business in new and more sustainable ways amid the increasingly devastating impacts of climate change and environmental devastation. Then, inflation set in, causing costs to soar as food, fuel, and labor prices skyrocketed.TravelPulse asked agents to share their thoughts on the main mistakes to avoid in the coming year and the biggest questions and issues that they and their colleagues are likely to face in the next 12 months.

1. The world has changed radically

“As advisors, we all know that the world of travel has changed radically. The biggest mistake to avoid in 2023 will be to assume that our clients are aware of this“, says Jesse Morris of We Book Travel.

“We have spent a lot of time helping our clients prepare for temporary changes to travel such as mask usage, social distancing, and vaccination requirements. However, there are many permanent changes that our clients might consider to be only temporary“, he added.

What are some of the developments that are here to stay?

Small things like QR codes replacing restaurant menus are probably a permanent part of the travel experience, as are contactless check-ins at hotels and airports and virtual tours of famous cultural attractions.

All these changes, initially driven by the pandemic, could continue to be part of the travel landscape in the years to come, and it would be a mistake for agents to overlook addressing the new reality with clients. “The more we prepare clients before they travel, the better their overall experience will be“, says Morris.

2. The cost of travel has increased and is likely to remain high

“Another area we need to be ready to discuss is the appropriate budget“, says Morris. “The cost of air travel has risen. And as people get used to prices being at current levels, it’s less likely that we’ll see a big drop even after airline staff and routes have returned to more acceptable levels“.

It’s also worth noting that prices are likely to continue rising even more throughout 2023, so this reality will need to be clarified during conversations with clients.

“There are estimates that airfares will increase by over 8% in 2023. People who are waiting to book flights expecting a drop will likely be disappointed“, says Morris. “And so we need to be ready to discuss this with our clients.”

3. Training will be essential in 2023

“Training for you and your agents is crucial this year. Be on top of your agency, know the destinations, the requirements, tour operators, and the details of our industry “, advises Tammy Levent, founder of Elite Travel.

Clients are likely to shop around and compare the offerings, skills, and knowledge of multiple professionals. Educating yourself so you stand out in a potential client’s mind will be the key to success.

“You need to have a competitive edge over the competition“, says Levent. “Live and breathe what you sell.”

4. Don’t skimp on your advertising and marketing budget

“Whatever you do, don’t stop advertising or marketing your agency“, ​​says Levent. “This is a mistake we make—we tend to save money and stop advertising, when this is the time we actually need to get our name out there more.If your brand isn’t being promoted on social media and other channels, your agency will definitely feel the impact.“, says Levent.

5. Show empathy and understanding when working with clients in such uncertain times

“You will have clients who are afraid to go on vacation, so be sure to empathize with them.“, says Levent. These last few years have been tough for everyone, individuals and businesses alike. The harsh realities of the pandemic are still being processed. And for many, it has sparked a renewed appreciation for the value and fleeting nature of life. “We have realized that life is too short and, of course, tomorrow is guaranteed to no one.“, continues Levent.

Maybe a client is trying to find a way to make that three-week trip they’ve been dreaming of work. But as a travel professional, you can bring empathy to the table and help that client opt for another itinerary, destination, or equally satisfying option.

“If you don’t take your time with your client, they will go elsewhere—they need a helping hand in these tough times, and online agencies can’t give them that.“, says Levent.

6. Check in regularly with your suppliers

Regular and effective communication is essential for the smooth running of almost any business. But in 2023, it will be especially important to keep lines of communication open with suppliers.

“Make sure you have solid relationships with your suppliers.“, says Levent. “Do your research and make sure they are as stable as they were pre-COVID and able to support our economic turnaround.“.

This is particularly critical because if a supplier suddenly goes out of business, what’s left for you and your clients? Levent even suggests that consultants consider insolvency insurance.

7. Embrace new forms of communication in 2023

As part of your efforts to continue reaching new market segments and clients, consider expanding or diversifying the communication methods you use.

“Travel consultants should embrace different forms of communication as a way to reach consumers of all age groups.“, says Corey Hargarther, travel consultant for Dream Vacations. “In the past, I felt more comfortable with traditional methods like email or phone. But last month, I dealt with a new client contact almost entirely via SMS and booked their spring trip on Royal Caribbean..

“Additionally, I was also contacted via Facebook Messenger earlier this year for a babymoon, and I found this was by far the easiest way to reach this client.“, adds Hargarther.

8. Don’t assume that clients will follow the same buying behaviors they have in the past

After two years of being stuck at home, clients may be ready to break out of their old travel patterns. In some cases, this can mean traveling more luxuriously than before.

“For example, I just sold a Globus Paris, Normandy & Châteaux Country tour with London for September 2023 for just over $10,000.“, says Hargarther. “That client has booked trips almost every year with our agency since 1997. The escorted tour they booked cost nearly twice as much as previous vacations.”

Since clients have spent so much more time at home over the past three years, they are often spending much more today than they might have in the past, says Hargarther.

9. Don’t place too much emphasis on initial prices

Rather than focusing on initial prices in 2023, Hargarther says agents would be better off highlighting the best overall value (all inclusive).

“Cruise lines such as Celebrity, Norwegian, Princess, and Holland America often offer packages with extras like gratuities, Wi-Fi, and beverages, which cost much less when purchased together with the cruise than on board the ship.” explains Hargarther. “This is a win-win opportunity for both the travel consultant and the consumer.“.

10. Keep demonstrating your value with every client

There is no denying that the COVID-19 pandemic has caused major upheavals and challenges for businesses and individuals around the world.

Travel agents have become more essential and, as industry experts, are able to help clients navigate the rapidly evolving landscape and the country-by-country rules and regulations.

“If there have been any positives, it’s the visibility travel consultants have gained as experts and as a reference resource for travelers, compared to online travel booking engines.“, said Morris.

“But as time goes on, people will begin to forget how painful the last few years have been and will revert to their old habits.“, adds Morris. “We must be diligent in demonstrating our value with every single client in 2023 and beyond. We need to be careful and ensure that clients think of us first for every single trip. If we fail here, it will be a fatal mistake.“.

Loosely adapted and translated from the TravelPlus Blog