INDUSTRY is calling
for agents to rebrand
themselves.
The nature of the travel
industry has changed
significantly over time
and for consumers to
understand the value
travel agents offer, it’s time
to review how they are
designated.
This is the sentiment
of local industry players
following a call by the
American Society of Travel
Agents, encouraging the
industry to switch from
using the term ‘travel agent’
to ‘travel adviser’.
The call was made by
Asta in an open letter,
endorsed by over 60 travel
companies.
“Today’s travel agents are
no longer mere booking
intermediaries. They have
become trusted advisers –
akin to financial planners
– who make the overall
travel experience better
and provide both leisure
and business travellers
maximum value for their
travel dollar,” reads the
letter.
In the letter, the
association challenged its
industry colleagues to follow
the rebranding initiative and
come together with “one
voice”. It was also endorsed
by companies representing
hotels, cruise lines, tour
operators and other
suppliers.
Consultants are no longer
what they used to be – that
is, agents acting on behalf
of suppliers, says ceo of
Asata, Otto de Vries. Today’s
agents offer specialised
services based on their
knowledge and expertise to
advise customers on how to
make the right choices for
business and leisure travel,
he says. “It has become
more obvious that the name
‘travel agent’ is probably no
longer fit for purpose.”
However, he adds, Asta’s
call follows a slow and
steady change that has
taken place organically.
“Asata has had similar
conversations and this
will be a topic at the
association’s board meeting
in March.”
“I have been a travel
adviser for years now,” says
Teresa Smith, travel adviser
for 2Travel. “I have not used
the term ‘travel agent’ since
airlines stopped paying us
commission.”
“I like the term ‘travel
adviser’,” says Shannon
Botha, senior consultant at
Sure Etnique Travel.
“We do not merely make
bookings; we advise on the
entire journey that ends up
being an experience of a
lifetime. There seems to be
a stigma attached to the
word ‘agent’,” she says.
