Modern life is stressful! You must do more, do it faster, and do it better. Oh, and at half the price. Sound about right? That’s the brief for mass-market, median consumer-based models, and they work because of economies of scale and ramp and critical mass, but that is not the role of the bespoke agency. Of the person-al service provider. If the majority of your clients are only using a travel agent because they want the cheapest, most vanilla, run-of-the-mill package, you’re probably not dealing with the type of client you envisioned when you first broke into the travel industry.
But never fear. Here’s a brief reminder of not only why you got into the industry but a recap of all the value you provide.
Experts create ease
A luxury travel agent seeks to create an experience that is superior to what a client could accomplish on their own. Putting aside their wealth of knowledge, connections, and the efficiencies that come at scale, one could argue that the primary role of the travel agent is to provide an unforgettable experience. Working with well-known experts in hospitality, people who speak the destination country’s language, and professionals who align with your goal of meeting and exceeding client needs will almost always create a luxury travel experience that delights and energizes.
And safety
If anything does go wrong, the traveller using a travel agent, a professional who’s in their corner and ready to transform logistical nightmares into dream holidays, almost always comes out ahead of those who don’t. FAM trips aren’t taken in vain and aren’t just about free drinks at the pool. They provide agents with on-the-ground experience, familiarise them with potential upsells that clients will savour, and help enhance their ability to meet client needs.
The importance of niche when everything’s average
Niche used to mean where the dog kennel was kept. But over time, it’s evolved. Malcolm Gladwell wrote a whole book about this concept, but to break it down and apply it to the travel industry: The luxury travel agent isn’t seeking to serve everyone and send them everywhere. They’re a highly skilled professional providing a curated experience to clients who see them and appreciate the value they add. Being a luxury travel agent is about leveraging your skills, the things you’re truly great at, to provide a niche experience that adds more value to your client’s holiday than the monetary cost.
So, if you’re feeling less than grand about your current client base, hopefully, this reminded you just how awesome you are! If you create value for clients, you have worth, and it might be time to find better clients who appreciate that. So maybe remind yourself the next time you’re looking in the mirror that you’re a travel genius, remember you’re essential and are responsible for the creation of travel dreams.
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