Richard Turen
A few nights ago, two agents I respect a great deal suggested over dinner that I should use this space to address more questions from readers. They said they enjoyed my short attempts at winning a Pulitzer, but they thought I might consider giving "more voice" to readers, like my upstairs neighbor Mark. I thought about that, and I think they are right. Let's start today:
Q: Richard, I have been reading your column for the past several years. I must say that there is one area I don't quite understand. How in the world can you possibly plan vacations for clients while telling them, "Sorry, I refuse to make your air arrangements"? I think there may be many of us who would appreciate an explanation. Why don't your clients just walk away to see someone who does do air?
A: Your question is relevant and timely, as we saw American Airlines attempt to redirect bookings away from the agency distribution system, only to come to its senses and back away from that plan amid much backlash.
The travel agency that did everything was always, in reality, a business set up to serve the masters. Agents were given plates to run tickets. Agents were "agents of the airlines."
Travel agencies spent the better part of their limited marketing dollars touting the fact that they were "full service." No one with any sense would advertise that they were not full service or that they offer just a few services.
We know that some studies have shown that the average travel agent was spending from 70% to 75% of his or her time on air, the most problem-laden subset of the industry.
Technology has made tremendous strides in our industry, and that has been accompanied by specialization.
These days, our air is outsourced to experts. I know they are experts because I met them at a Conde Nast function where they were being recognized as the nation's best air specialists. They then received similar recognition from Travel + Leisure and numerous other sources. When we need to do air we refer our clients to Cranky Concierge because we know they will be in the best possible hands and that they will receive personal concierge monitoring of each of their flights.
Many independent contractors are connected to hosts and consortium groups that provide expertise in air ticketing, freeing them to sell and work on more productive travel planning. If agents can become consultants who help clients plan their travels on a personal level, it is less likely they will soon be replaced by an AI program named Sidney.
Every travel professional, whether full- or part-time, needs to specialize in something broad or something specific. We have, over the past four decades, explained to our clients that if we did air, we would not be able to devote 100% of our energies to planning the vacations that truly matter. We have a fairly sophisticated clientele, and they understand why "full service" in travel is a silly and outmoded model.