The travel industry has observed a fascinating dynamic through its evolving landscape, particularly concerning air travel bookings. Traditionally, air bookings constitute a smaller portion of total gross bookings for travel agencies—an average of only 11%, as reported by agency owners and managers participating in Travel Weekly’s Travel Industry Survey. In a market that primarily favors ocean cruises and all-inclusive resorts, the reluctance of many travel advisors to engage with air travel booking becomes evident. This article delves into the factors contributing to this phenomenon and explores exciting developments aimed at revitalizing interest in air travel bookings among advisors.
Despite the industry’s significant emphasis on providing comprehensive travel experiences, air bookings often remain off the table for many advisors. A summer 2023 survey indicated that approximately 22.5% of respondents do not handle air bookings. This figure is particularly striking when compared to previous surveys, which suggest that an even larger proportion of advisors are averse to engaging with this critical component of travel planning. The reluctance primarily stems from the complex work involved in air travel arrangements, particularly when issues arise—such as flight delays, cancellations, or changes in itineraries.
Furthermore, the introduction of New Distribution Capability (NDC) content adds another layer of complexity, creating apprehension among advisors. Additionally, there exists the ever-feared debit memo. This document can significantly impact an agency’s bottom line if not managed correctly, further dissuading advisors from venturing into air bookings.
While the reasons behind avoiding air bookings are valid, they present a potential disservice to clients. Clients rely on their travel advisors for comprehensive travel planning, including air travel arrangements, and not addressing this aspect can lead to a fragmented experience. An increase in initiatives and products designed to promote air booking provides an opportunity for advisors to embrace air travel services fully, enhancing clients’ overall travel experience.
Travel agencies have begun recognizing the need for improved air booking solutions. For example, Avoya Travel introduced an air booking platform that features an in-house air desk, allowing advisors to efficiently manage air travel alongside other components of a client’s itinerary. This trend has been echoed by networks such as Ensemble, which launched its own air desk to better support its members.
The emergence of innovative booking tools is transforming how travel advisors approach air bookings. One such tool is Snap, developed by Internova Travel Group and Sabre, which aims to simplify the air booking process. It provides travel advisors with an experience akin to consumer-facing platforms while alleviating the risks associated with air bookings. According to John Lovell, TLN president, Snap is designed to minimize risk by taking on the fulfillment responsibilities and ensuring quality control. As a result, advisors can focus on delivering exceptional service to clients without being burdened by complex issues that could arise from air travel.
Moreover, technology from Sabre, like the Sabre Red Launchpad, has become accessible to various agencies, signifying a broader trend toward democratizing air travel bookings within the advisor community. This increased availability of tools and resources encourages an environment in which advisors can confidently manage air travel arrangements, leading to better service quality for clients and ultimately fostering loyalty.
Engaging fully in air bookings is not merely a business move; it is a strategy for building stronger relationships with clients. By providing a complete travel experience, advisors can enhance customer satisfaction and facilitate repeat business and referrals. The potential for gratitude from clients who appreciate a seamless travel experience is immense. In doing so, advisors not only position themselves as comprehensive travel planners but also contribute positively to the overall health of the travel industry.
By redefining the air booking segment of travel services with innovative solutions and maintaining a commitment to comprehensive travel planning, travel advisors can enhance their service offerings. As the industry continues to evolve, it is crucial for advisors to embrace these changes, ultimately improving both their own businesses and the experiences of their clients.