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I attended my first big travel agent convention in the early 2000’s. There was much discussion surrounding online travel websites and how they were going to destroy travel advisors. Many travel agencies believed it and closed shop. I will admit that I too was anxious and tried to build a website to compete with other travel agencies who had an online site already.

I quickly realized that no point-and-click website could do what I did for customers. I was the one who did the analysis and considered all the options. I knew what my client wanted because I asked the questions and did the research. The computer could not get that information like I could.

Fast forward almost 20 years and we have gone through one of the most challenging times in our industry with COVID-19. But we had a superpower to help us get through such an ordeal — the relationships we’ve established with our clients.

The advisors who work with my agency are still with us because of the relationships they established with clients prior to the pandemic. They also gained new customers during the pandemic because the clients had either never used a travel advisor, or their former travel advisors did not establish a good relationship with them. Those customers quickly realized that using a travel advisor who builds relationships is beneficial to them, especially during those trying times.

Relationships really are our superpower in the travel industry. Everything is better when a relationship is in place. They make a huge difference in building a successful travel business. Sales increase with suppliers with whom we have relationships. The advisors at our agency have a relationship with us and their fellow advisors. My team works smoothly because of the relationships we have built together. Referrals come from customers who have relationships with their advisors. You can be a better manager establishing relationships with those you manage.

One effective way to establish a relationship with a customer is to get to know them. You can do this by asking questions about what they want out of their trips and what they enjoy doing on them. Find out if they have children and how old they are. How does the family like to spend their weekends? Do some family members have some issues that can affect their travel? For example, if a family member has sensory issues, you’ll need to accommodate them.

Keeping all this information current and accurate can be a challenge for a busy travel advisor. That is where a customer relationship management (CRM) system is your best friend. CRMs are critical in our industry. They are a database of valuable information that can be priceless in collecting information about your clients. If you do not have one with your travel agency, investigate your options. There are so many excellent CRMs on the market. You must find one that works for you and that you will use.

No matter which CRM you choose, make sure you use it to your advantage. They are only as good as the information you enter in them. You will want to have the system up and available as you are talking to the customer to document information, or at least enter your notes as soon as you get off the phone or finish your meeting with the customer. It will help to ensure that your relationship grows as you learn more and more about the needs of your customer and have them readily available in one location when you need them.

Unfortunately, there are circumstances when a relationship cannot be formed. I have had advisors leave our agency because the relationship was not there. They may have been drawn to agencies that were larger or offered better technology. I believe they left my agency because there was not a strong relationship between them and us.

Relationships cannot be forced. Both sides must cooperate and contribute to form a positive working relationship. When one side doesn’t put the effort into forging a strong relationship, it will not be successful. That’s one reason why many marriages end in divorce. One or both members in the marriage relationship do not feel it is strong enough to stay married. One could argue that it is because one or both parties do not invest enough time and energy in the relationship, but sometimes there are factors that exist that prevent relationships from working even when a lot of effort is expended.  

There are times where relationships will fail even when you do everything you’re supposed to. Accept it and move on. Forcing a relationship that was not meant to be will never work. Some people are just not compatible, so it’s in both parties’ best interests to let it go. Concentrate instead on forming positive relationships with those clients who accept your input and advice and whom you can help. Successful relationships lead to a more successful business. They are definitely your superpower!



About the Author

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Jennifer Dugan is an experienced travel professional and owner of Dugan’s Travels. She has over 25 years of experience in the travel industry and when not busy running her business, she enjoys traveling and spending time with her family.


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