South Africa’s travel agent industry is a competitive landscape, featuring both large players and niche specialists. The industry also faces stiff competition from OTAs, so how can travel agents and ITCs stand out in an evolving market?
Personalisation is key. “We’re seeing a strong trend towards tailored experiences that really speak to individual travellers' interests. Agencies that can move beyond standard packages and offer truly bespoke solutions are finding great success,” Chantal Gouws, GM of Flight Centre Independent (FCI) South Africa, told Travel News.
“Building deeper, long-term relationships with clients is crucial too. Travel advisers who really understand and anticipate their clients’ needs, consistently deliver high-quality service, and offer ongoing support, are seeing great loyalty and word-of-mouth recommendations,” she says.
Establishing one-on-one relationships and providing exceptional customer care are key, agrees Maureen Masuku, Global Business Travel Association of South Africa Board Chairperson. “Clients will always contact their travel agent when they are in trouble, and travel agents need to be able to resolve their issues promptly. Being available 24/7 to assist in crisis is a good advantage.”
Specialisation is another powerful tool. “By focusing on niche markets – whether that's luxury travel, adventure tourism, or eco-friendly holidays – travel advisers can establish themselves as experts in their field. This specialised knowledge is incredibly valuable to clients looking for in-depth insights and unique experiences,” Gouws says.
Technology also sets agencies apart. “Those embracing advanced digital tools are able to streamline their operations and enhance customer interactions. It’s about finding that sweet spot between high-tech efficiency and high-touch service,” says Gouws.
Managing data privacy correctly is critical. “Travel agents need to secure and store clients’ personal data safely. They do not want to get a bad reputation for compromising clients’ sensitive information. So they must invest in data privacy tools to give clients peace of mind,” says Masuku.
Post-sales service is as important as making the sale. Travel agents should follow up with clients after their trips and ask how they could improve their service for the client in the future, says Masuku.
ITCs that partner with global companies can benefit from being associated with a strong brand, says Gouws. “ITCs can leverage the strength and resources of a global brand while still maintaining the flexibility and personal touch of an expert travel adviser. This puts them in a fantastic position to offer both the reliability of a large agency and the personalised service of a boutique operation.
“This means they can dedicate more time to crafting exceptional experiences and building those all-important client relationships.”
