Travel Agent - December 10, 2007 - (Page 74)

BUSINESS OPER ATIONS TECHNOLOGY The Internet’s Second Coming As more travelers flee the web, it’s important that agents don’t do the same BY JENNIFER MERRITT I WAS AWAKENED TO THE BENEFITS OF USING A TRAVEL AGENT WHEN I GOT STUCK IN MEXICO, thanks to a snowstorm in New York. After spending six hours on the phone, the best any airline reservationist could do was a flight three days after my scheduled departure. I was exasperated, and vowed that from then on I would never board another plane without my Travel Agent Rolodex. I expect it’s experiences similar to mine that have led to the 9 percent drop over the last two years in U.S. consumers using the Internet to research and buy travel, according to an October report by Forrester Research. Our publisher, Kerry J. Cannon Jr., touted this news in his publisher’s letter in the November 26 issue. “One of the main reasons cited for the drop-off in online booking is that the travel web sites are failing to sell the way people want to buy,” he wrote, later adding, “No web site has yet to figure out the right algorithms and database calculations that come close to the human factor offered by an experienced, well-traveled, professional travel agent.” He’s right. (And I’m not just saying that because he’s my boss.) Yet it would be careless to let this good news go to our heads. The Internet certainly isn’t going away, which means that you need to combine your traditional business practices—the questioning and the listening Kerry also spoke of—with some of the really exciting cutting-edge advances that are going on in the world of travel technology right now, particularly in the realm of social media enabling the formation of online communities. Social Media In “The 2007 Travel Marketer’s Guide to Social Media and Social Networks: The Dawn of Customer Engagement and Rise of Consumer Constellations,” published by the Travel Industry Association and HSMAI Foundation, Cindy Estis Green wrote that social networking 74 | TravelAgent December 10, 2007 is all about customer engagement that can help develop and deepen relationships. “The door is open for travel marketers to join in the conversation with very productive results,” Green says. “This conversation is not limited to management responses to consumer reviews. The toolkit is robust and growing.” A few of your colleagues already have opened up that toolbox. Earlier this year, Vicki Freed, Carnival Corp.’s senior vice president of sales and marketing, launched her blog, Vicki LovesTravelAgents.com. In it, she writes about Carnival’s latest promotions, shares guest comments and asks agents for feedback on how Carnival is doing. Freed says her blog so far has been well received, and she takes the time to respond to suggestions or questions posted in the comment section. STA Travel is attempting to bring its online community closer by joining Second Life, a virtual world that operates like the real world. A user creates an online likeness of him or herself, called an avatar, and then interacts with other users. It is here that STA has established a virtual office and created “Globetrekker Bob,” a virtual, yet real, full-time employee who is available to talk about and sell travel. Through Bob (who does earn commission), STA is able to track how many clients it lands through its existence on Second Life. Many agents who once shunned the Internet tions. And the use of social media is not limited as the enemy are now realizing the importance in any way to just upscale travelers or to those of online tools. At a recent American Express twentysomething Gen-Yers or Millennials. Now conference, Philip Wolf, CEO of PhoCusis the time for the travel industry to dive in, Wright, gave an invigorating speech about the engage their customers and reap the benefits importance of social media. Afterward, the of these relationships.” It’s good to know that agents I talked to couldn’t wait to get home and some of you are doing just that, even as start a blog or create a MySpace page. There travelers begin to leave the web behind and was no fear of the unknown; instead, excitereturn to booking through agents. I ment was palpable. In the TIA/HSMAI report, Green wrote, CONNECTING YOU “The tools and approach are accessible to For more ideas on how technology can help your a small hotel or destination, as well as to business, visit www.travelagentcentral.com/tech international brands and global organiza- http://VickiLovesTravelAgents.com http://VickiLovesTravelAgents.com http://www.travelagentcentral.com/tech

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Travel Agent - December 10, 2007 Online Now From the Editor Contributors Europe: Liverpool, The Beatles Hometown, Is also Known for it's Maritime Heritage, Art and Architecture European Hotel Highlights Central and South America: What You Need To Know About Selling Quito, the Historic Capital City of Ecuador Pacific/Asia: Malaysia Seeks to Grow Tourism as it Celebrates the 50th Anniversary of it's Independence Spa Resort in Goa, India Caribbean: Venerable Jamaican Resorts Tryall Club and Half Moon Marry Contemporary Design and Old-Time Elegence Caribbean Deals Las Vegas: A Three-Day Itinerary for Your Gen-Y Clients Las Vegas News and Notes Hotels: Sandals' 6th Annual Star Awards Tours: Escorted and FIT Packages in Western Canada Cruise: Barging 101 Cover Story: Wyndham's Way Agent Profile: Casto Travel's Marc Casto Technology Transportation Agenda: Fam Trips, Deals & Incentives, Calendar Carnival's Plans for the Future Fairmont Expands in Africa Liberty Travel/Gogo is Sold Turks and Caicos Developments The New River Cruise Line, Jewel How to Protect Yourself When a Tour Operator Shuts Down In the Spotlight Classified Marketplace Editorial Index Advertising Index Trendwatch Special Supplement: Destination Africa

Travel Agent - December 10, 2007

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