Travel Agent - May 26, 2008 - (Page 90)

NEWS IMPACT THE INDUSTRY TPN? TRIP? STARS? What’s Going On? recognition. The ARTA-backed Travel Retailer Identification Program (TRIP), now headed by Bruce Bishins, has emerged as a challenger, as has the STARS program launched recently by Peter Stilphen. The new entrants have different goals, but all three reflect dissatisfaction with the status quo in the industry. One reason for the frustration is the emergence of controversial new model agencies, such as YTB and TravelStar/JoyStar. YTB, for example, claims 131,000 referral travel agents (or RTAs). The question often raised is whether these RTAs are professional travel agents or if they’re in it for discounted or free travel benefits. Many informed observers believe that the industry will see even more controversial new model agencies emerge. Another reason is the rise of competition from online agencies, justifiably cited as a challenge to established brick-and-mortar agencies and home-based indepenchannel. Will they benefit from improved professional accreditation and recognition? Another dimension to the TRIP, STARS and TPN moves is the position of established industry groups. This includes ASTA, ARTA, OSSN, NACTA, CLIA, NTA, USTOA, PATH, the Travel Institute, IATA/IATAN and ARC. All have a vested interest in an economically viable agency distribution system. What role, if any, should they play in expanding professionalism beyond what they are now doing? agency-performance quality, competition, economics, technological change and demographics. Market forces are clearly decisive. Professional travel agents earn and sustain clients’ respect by delivering outstanding performance at a reasonable price, day in and day out. Word-of-mouth recommendations from satisfied clients are a proven builder of business. Professional agents deliver value. A few groups—notably ASTA and the Travel Acquisitions Group (TAG), formerly Carlson Wagonlit—have limited consumer advertising programs, normally newspaper supplements promoting product rather than the professionalism of agents. ASTA has a consumer website that is effective. But much more might be done, perhaps on a cooperative basis. Even basic research on consumer attitudes toward agents would be useful. There is little doubt that TRIP, STARS and TPN will have to prove their value to professional agents and to the industry. We can wish them well. But it leaves most of us asking the question: What is a professional travel agent and who is competent to decide? Is it based on education and training, expertise or longevity or a combination of all factors? Most important, who can communicate professional value to the traveling public? While some prefer to sidestep the issue, the traveling public might welcome clearer definitions. Building public confidence and trust in professional travel agents will take time, talent and money. But it will also take willpower. And willpower, not resources, is what may be lacking. —GEORGE DOOLEY George Dooley THE RECENT FORMATION of Travel Professionals Network (TPN) (www.travelprofessionals network.com) by three respected travel agents caught many by surprise. Designed to provide a new way for professional agents to earn credentials, TPN appears to have hit a nerve. Professional agents are fully and often personally aware of the shortfalls in client, media and supplier respect and the lack of consumer awareness of the value of a professional travel agent. But can TPN make a difference? As with any startup, there are fair-minded doubts. Does TPN have the financing? Does the leadership have the time and skills to make it work? Does TPN have staying power—especially in view of the financial problems faced by other nonprofits in the industry? What benchmarks can be used to measure achievements? TPN is not alone in addressing key problems of professional CONNECTING YOU For more information on how consortia can help you grow your business, visit www. travelagentcentral.com/consortia Role of Consortia Consortia may have a critical role to play. They already do yeoman labor in developing professional education and training programs. Annual conferences offer an array of excellent speakers on agency management, marketing and technology that go far beyond routine presentations on supplier products. Consortia also educate and train year-round—online and offline. They also see, and benefit directly, from well-informed professional agents and agencies. It may not be too much to ask them to expand their role in promoting consumer awareness of the value of professional agents. Virtuoso, a major group, has had a working consumer awareness program in place for several years. Except for state regulation, the industry has rejected licensing. But the industry and its leadership remain fragmented and divided over who is a professional agent, how professionalism should be defined and who should define and promote it. The real answers have come from consistently high dents. Online agencies have challenged offline travel agents and, at a minimum, distort pricing by appealing effectively to do-it-yourself, budget-driven travelers. A third reason is the suppliers who value travel agents’ ability to sell and often sell up. Others want the business booked directly with them online. This can materially lower distribution costs where margins are thin. Many resist or say they can’t afford the costs of distribution through the agency 90 | TravelAgent May 26, 2008 http://www.travelprofessionalsnetwork.com http://www.travelprofessionalsnetwork.com http://www.travelagentcentral.com/consortia http://www.travelagentcentral.com/consortia

Table of Contents Feed for the Digital Edition of Travel Agent - May 26, 2008

Travel Agent - May 26, 2008 Online Now Contents Contributors From the Editor Las Vegas: New Luxury Lounges and Gourmet Restaurants Lure Non-Gambling Vacationers Europe: Bettoja Hotels Provide a Personal Touch in Italy Pacific/Asia: Kyoto Blends History and Culture in a Serene City Pacific/Asia News and Notes Mexico: Food and Service Entice at Four All-Inclusive Riviera Maya Hotels Special Supplement: The Best of Portugal with Pestana and Pousadas Mexico Deals Caribbean: Region Makes Great Strides in the Ecotour Niche Caribbean News and Notes Cruises: A look at the Swiss Sapphire River Cruiser from its Christening and Inaugural Sailing Norwegian Cruise Lines offers something new Cover Story: Selling Golf Hotels: Golf Resorts with the Budget Golfer in Mind Resorts on Florida’s Gulf Coast Offer Getaway Deals for Summer and Fall Going for Gold: Hertz Incentive Program Encourages Agents to Book Car Rentals Tours: Summer Tour Packages Make the World Affordable for Your Clients Agent Profile: Connie Majors Goes the Extra Mile Members Know: American Express Joins the Networking Bandwagon Agenda: Fam Trips, Deals & Incentives, Calendar What Makes a Professional Agent? Hawaii Tourism Adjusts to Changes Asia is the Hot New Cruise Destination The Latest Caribbean Trends In the Spotlight Classified Marketplace Editorial Index Advertising Index Trendwatch

Travel Agent - May 26, 2008

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