Recent insights reveal a notable trend within the travel advisory industry concerning air travel bookings. According to Travel Weekly’s Travel Industry Survey, air travel constitutes a mere 11% of an agency’s total gross bookings. This statistic highlights a significant area of focus for agencies, especially considering that other segments—like ocean cruises and all-inclusive resorts—currently enjoy greater financial success within the industry. It raises questions about the reasons behind this disparity and whether travel advisors could potentially increase their income by embracing air bookings more thoroughly.
A striking 22.5% of respondents from a recent Travel Weekly survey disclosed that they refrain from booking air travel at all. This percentage suggests a broader trend of avoidance, as additional surveys have indicated an even higher percentage of advisors steering clear of air travel arrangements altogether. While air travel can often be complicated—with numerous variables at play and the potential for unexpected issues during transit—ignoring this aspect of travel planning might lead to missed opportunities for agencies.
The reluctance to engage in air bookings can primarily be attributed to the challenges inherent in this sector. Booking flights requires a significant investment of time and effort, particularly when problems arise during travel. Complications have been magnified by the introduction of New Distribution Capability (NDC) content, leading to further confusion in an already tangled web of airline policies and fare structures. Moreover, the fear of facing debit memos—a dreaded aspect of air bookings—can dissuade travel advisors from even considering this revenue stream.
However, this hesitance may reflect a misunderstanding of the potential benefits inherent in facilitating air travel for clients. A comprehensive travel service, inclusive of air arrangements, not only enhances the overall client experience but also positions the travel advisor as a full-service provider. This integration fosters loyalty and repeat business, further solidifying the relationship between advisors and their customers.
Efforts to democratize air travel bookings have gained momentum in recent years, signaling a transformative shift in the industry. Traditional boundaries are blurring as agencies capitalize on emerging technologies and strategies to engage more effectively in the air travel sector. Notably, many agencies and networking groups have begun establishing in-house air desks, allowing them to manage bookings directly rather than outsourcing this crucial function.
An exemplary case in this evolving dynamic is Avoya Travel, which launched a dedicated air booking platform complete with an operational air desk. Similarly, Ensemble introduced its air desk last fall, signifying a concerted shift in focus toward bringing air travel booking under the agency umbrella. These initiatives reflect an industry-wide acknowledgment of the need to evolve, making air bookings not just a peripheral concern but a central feature of a comprehensive travel advisory service.
In addition to establishing air desks, travel advisors are now presented with innovative tools designed to simplify the booking process. Platforms like Snap—developed through a collaboration between Internova Travel Group and Sabre—offer user-friendly interfaces tailored for travel advisors. This technology alleviates the burden of managing complex air deals while minimizing risks such as debit memos by shifting the responsibility of fulfillment to specialized teams.
Snap’s integration of Global Distribution System (GDS) and NDC content provides a seamless experience for advisors, ensuring they remain competitive within the marketplace. It addresses a significant concern voiced by industry leaders: why allow clients to seek air travel services from competitors, such as online booking platforms? By harnessing tools like Snap, travel advisors can present themselves as comprehensive solution providers rather than merely focusing on niche markets.
As more travel agencies become acquainted with the conveniences and opportunities provided through technological advancements and dedicated support systems, it is anticipated that air bookings will gain ascendance in gross revenue percentages. This trend signifies not just improved business for agencies, but also enriched experiences for clients who prefer a one-stop-shop approach to travel planning.
Ultimately, embracing air travel bookings fosters loyalty, promotes repeat patronage, and enriches the overall vitality of the travel advisory industry. The future beckons a deeper integration of air services, reshaping both perceptions and practices among advisors, thereby paving the way for a more interconnected and prosperous sector. Whether through air desks or innovative tools, the path forward is laden with opportunities that travel advisors should earnestly consider as they navigate the evolving landscape of travel planning.
Leave a Reply