TOUR operators are facing the risk of
being displaced as agents are getting
more comfortable dynamic packaging
trips for their clients through the use of
online aggregators.
In the past, travellers relied on agents
to find and book their holidays, says
ceo of Reynolds Travel, Mary Reynolds.
“Travellers are now going online so
they’re more informed,” she says.
“They’re looking at bookings.com and
Expedia; they know what prices are
out there. As agents, we are being
forced to use aggregators to access
those rates, or we risk losing
the client altogether.”
She points out that aggregators allow
agents to book using credit cards
or virtual cards, where only some
operators offer this service. Beginning
to allow systems like this would keep
operators relevant, she says.
Janet Aldworth, md of Sure Voyager
Travel, advocates supporting operators
that support the agent. “If an operator
refers a consumer back to an agent, I
am more inclined to support them.”
Operators are feeling the pressure,
having to rethink their model in order
to remain competitive. “The days of
traditional tour operating are long
gone. Tour operators have had to align
themselves with strategic partners as
well as build strong relationships with
DMCs for better rate negotiations,”
says Marelize Le Roux, gm of Travel
Vision.
“Operators no longer have exclusive
deals because hotels will supply
through these online intermediaries
in addition to the operator,” says
Ramesh Jeenarain, md of World
Leisure Holidays. But operators offer
the benefit of being specialists in a
destination. “We are dealing with wellinformed travellers, so we have to offer
expert knowledge that the Internet
cannot,” he says.
Ramesh says the relationships
operators have with their suppliers and
DMCs mean operators can offer agents
an assurance on their products that
aggregators cannot. “Our service is not
one-sided. Agents deal with consultants
who offer personal service that comes
with that.”
For travellers with specific
requirements, operators lend a more
human touch to booking than a
checklist on an aggregator, he says.
“Young and inexperienced agents
rely on operators for their knowledge,”
agrees Janet. But she says operators
must provide an adequate service that
makes the agent’s life easier.
have vetted the product and
we monitor the quality of the
product/service. We have the
benefit of a procurement team
whose job it is to make sure
the quality of our suppliers
remains a good standard. An
agent, therefore, does not need
to do that extra work.”
Tour operators offer
emergency assistance, giving
peace of mind to the agent
that their clients will be taken
care of during an emergency,
adds Joanne. The service an
operator offers goes beyond
just making a booking. “It
is about resolving any issue
during and after booking is
made,” says Marelize
Mary admits that while
agents are becoming more
comfortable dynamic packaging
accommodation and transfers,
they still want the comfort of
using operators on complex
bookings and when booking
unfamiliar destinations.
With fam trips, operators
offer agents the chance to
get to know a product and
destination, says Ramesh,
which adds to the value of
the service the agent can
offer their clients. Joanne
says Thompsons also offers
educationals and in-house
training, with a national sales
force to assist the trade to
convert sales.
Another benefit is
commission payment, says
Joanne. “An agent should
consider when they get
paid their commission.
In Thompsons’ case, the
commission is paid after full
payment is received. The
agent doesn’t have to wait
until after travel is completed,”
she says.
