Are travel agencies a scam?
Let me begin by saying that I do not believe that travel
agencies are scams but there are some things that make me question the industry
that I will be covering in this episode.
First off, I do no
think that being a travel agent is not a bad thing or you who is listening or
reading this, if you’re a travel agent, is doing anything wrong.
I’m sharing research and news that is already out there and
adding what I have realized as someone who is very involved in the tourism
industry and runs a global network of travel coaches and professionals.
With that said, I also understand and agree that there are
times when travel agents are definitely helpful. For example, planning special
trips like bigger family vacations, honeymoons, weddings, special events, etc.
and also I know that travel agents have access to special deals and discounts.
I totally get it. There are the perks.
But an industry like tourism that tells people that they can
become an expert with little to no experience makes me question everything
around their sales strategies.
I mean, what industry out there is more personal than the
tourism industry? You don’t need to
travel to over 84 countries like myself but you should have some built up
passion, skills, and experience in traveling in order to understand just how
powerful travel can be on our mind, body, and souls.
I know that this will ruffle many people’s feathers
You have worked so hard for so long in an industry that you
love but the travel career industry has told you that this is the ONLY career
that you could have. If you love travel, you must be a travel agent and plan
and book trips.
But that’s not the case, at least not anymore.
The travel agent industry played a big role in creating
many of the stigmas that exist around travel.
There, I said it.
For example:
Travel is too expensive
Travel is complicated
Traveling is unsafe if you plan it on your own
Any travel business that promotes online must be an MLM or a
scam
Host agencies don’t really care about you
I remember talking to a friend years ago who knew that I
loved to travel. One day, she said
“Sahara, I don’t even want to tell you how much we paid for our Italy
vacation”. When I finally got it out of her, she replied “$20,000 for 2
weeks”. I just about died. I personally can spend about $10,000 in 6
months backpacking the globe and yes, I completely understand that my budget
backpacking style isn’t up the same “standards” or “luxury” (which I beg to
differ sometimes), than what a $20K trip may involve but, come on!? Her trip not only cost a lot but there were
also so many problems that she herself had to resolve and get involved with
pre, during, and post trip, including continuous charges on her credit card by
the agent. Now, I know that this isn’t
always the case but $20,000 for a mediocre trip to Italy for 2 weeks is a bit
insane.
The travel agent industry has also helped craft the idea
that travel is a luxury or an experience that can happen only once or twice a
year. This stems from the fact that it
will take a big bite out of most people’s budget. When people turn to travel experts to take
full control over their trips, they tend to get options of all of the add-ons
that agents make commission off of as well.
There’s also the mentality that travel is far too
complicated to do on your own without an expert or it leads to an unsafe
experience. Staying in all-inclusive resorts, going on organized tours, having
private drivers, and staying at fancy hotels with 5-star dining is the smartest
way to travel. Because why? The world is
that unsafe?
If you believe that travel is beneficial to people’s
wellbeing and lifestyles, shouldn’t you be embracing the mentality that aspects
of travel like local culture, community, people, places, traditions, food, and
other ways of living are the best ways to get the transformative and meaningful
travel experiences that people are craving in the first place?
The travel agent industry has contributed to the implication
that all travel-related businesses or promotions must be MLM (multi-level
marketing) or trying to recruit people.
I can’t tell you how often I see this happening or hear people assume
that someone who runs a travel business is trying to do this. I get it, everyone wants to “travel the world
and get paid for it”.
Lastly, when I say that host agencies don’t really care
about, I mean that their main goal is to grow a successful team of agents that book
a lot of high-ticket trips so that THEY make money. Oh yea, they like what you make your
commission too.
Step it up- people can book on their own
Travel agents need to step it up.
Historically, travel agents stemmed from the lack of any
other way for people to plan and book trips. Before the internet. But now,
there are more resources, blogs, apps, and the sharing community, available
than ever before and they continue to multiply by the day. People can plan and
book their own trips easier and for less.
Remember, the pandemic amplified people’s desire to travel
farther and more often, meaning that they will need to make their dollar stretch
so if they are going to hire a travel professional, it better be for a really
good purpose.
Stop Pigeon-holing Clients
If you wanted to sell travel, you had to “find your niche”.
That meant that you had to decide if you wanted to sell a certain brand like
Disney or Sandals, or you sold only luxury trips or group trips or family
travel or to a certain demographic, and on and on.
That mentality around selling travel is so old-school. It is
implying that only a certain demographic or type of person would be interested
in a specific experience. But we all know that isn’t the case. You cannot group people together and assume that
they their demographics, income level, age, or travel style determines the
overall outcome, feelings, or transformations that they are in search of on a
trip.
The problem is that you aren’t selling travel nor are you
selling experiences. You are selling an outcome, a transformation, a solution,
a change, or a feeling. That is why
people truly want to “get away”. They are seeking something. It’s up to you as the travel expert to help
them reach that transformation or feeling based on the types of experiences
that they need to have during their trip.
But the travel industry doesn’t tell you this. It tells you
to sell, sell, sell. Book, book, book.
Stop taking full control
I get that travel agents were a great option for travelers
to be able to travel safely around Covid-related restrictions, regulations, and
information. I also understand that a
goal for many agents is to provide “a seamless” travel experience for people
which entails them taking full control over the planning and booking process.
But did you know that
The anticipation can increase happiness and emotional
equilibrium
Planning is an easy way to dramatically boost personal
happiness. Planners are happier than non-planners in personal relationships,
their job, their company, physical health and well-being, and happier with how
they spend their paid time off.
A study published in the journal Applied Research in Quality
of Life showed that the highest spike in happiness came during the planning
stage of a vacation.
What should you do then?
Like I said before, there is nothing wrong with being a
travel agent or a travel advisor or a travel curator or a travel designer, or
any other title that focuses solely on planning and booking trips but, I’d
highly recommend that if you want to succeed in your travel business and
struggle less, attract clients versus chase them, stand out in an
overly-saturated industry, and have a business that aligns with your heart and
soul, you should be changing your mindset and breaking down the boxes that the travel
agent industry constructed for so long.
It’s a new day and age. Travel has changed. People have changed.
Learn more at TheTravelCoachNetwork.com
