asata 21st centuryfinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it...
TRANSCRIPT
![Page 1: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/1.jpg)
The
![Page 2: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/2.jpg)
Travel Agents’ survival depends on their ability
and willingness to evolve…
![Page 3: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/3.jpg)
THE PROBLEM?
TRAVEL AGENTS’Traditional Business ModelUNSUSTAINABLE
![Page 4: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/4.jpg)
Changes in macro-economic environment…Stakeholder behaviour has changed…
Weakened attractiveness ofTRANSACTIONALBusiness Value Proposition
![Page 5: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/5.jpg)
Emerging Trends in
TRAVEL Landscape
![Page 6: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/6.jpg)
Use of MobileFlexibility
Personalisation Consumerisation
The Sharing Economy
Millennial Traveller Technological advancements
![Page 7: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/7.jpg)
THE SOLUTION?21ST CENTURY TRAVEL AGENT STUDY 9 RECOMMENDATIONS
![Page 8: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/8.jpg)
A Framework for Sustainable and Profitable Business Model for Travel Agents in South Africa
![Page 9: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/9.jpg)
OUR FOCUSTRUE VALUEHowyouneedtoevolvetodeliverTRUEVALUEWHAT CUSTOMERS TRUST AND ARE WILLING TO PAY FOR…
![Page 10: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/10.jpg)
HOW WE DID THE STUDY…
Desk Research
Online Surveys
One-on-oneInterviews
FocusGroups
![Page 11: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/11.jpg)
WHAT WE LEARNT:CUSTOMERMUSTBEATTHEHEARTOFYOURBUSINESS…
Understand customers’ context, circumstances and needs to prove your future value
![Page 12: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/12.jpg)
WHAT WE LEARNT:
PAIN POINTS
Understand my
Painless and Pleasant Travel
![Page 13: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/13.jpg)
WHAT WE LEARNT:
ENTIRE LEISURE JOURNEY
Add value to
![Page 14: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/14.jpg)
PREPARED TO PAYPROFESSIONALSERVICEButNOTcostinefficiencies…
We need to regain the customer’s trust by…
![Page 15: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/15.jpg)
Focussing your business around understanding and meeting your
customer’s travel needs…
![Page 16: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/16.jpg)
HAVE A CONVERSATION AT A DIFFERENT LEVELApply YOUR travel knowledge, experience, expertise and supplier relationships
![Page 17: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/17.jpg)
Travel Agents in SA
RECOMMENDATIONS FOR BUSINESS AND LEISURE
![Page 18: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/18.jpg)
CHANGE YOUR VALUE PROPOSITIONTo Survive Financially in future
![Page 19: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/19.jpg)
“Technology will change the role of the travel management company
from transactor to a true manager of transactions. Bookings will be
made at various points and aggregated
by the TMC.”
![Page 20: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/20.jpg)
TRANSACTIONALBOOKING VALUE REDUNDANTOnline Booking EnginesSupplier Direct StrategiesOnline Travel Inspiration
![Page 21: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/21.jpg)
THIS LEADS TO…CommoditisationUnethical behaviourUndercutting ‘fair pricing’Pressure on profit margins
![Page 22: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/22.jpg)
Customers’ and suppliers’ negotiating power has increased…
Lower commissions and refusal by customers to pay for a service they believe they can do for themselves.
![Page 23: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/23.jpg)
JUSTIFY YOUR VALUEID services customers willing to pay for a PREMIUM serviceHelp travellers…Make the best choiceShorter period of timeLess purchase anxiety
![Page 24: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/24.jpg)
Key TAKEAWAYS▪ Help travellers navigate the
plethora of online information to find a solution that meets their needs better in a shorter time.
• Justify your value by offering services customers are willing to pay a premium for.
• Stop pursuing sales on price only – it shows you are desperate and have no confidence in your expertise.
![Page 25: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/25.jpg)
BECOME MORE CUSTOMERCENTRICAnd focus on services relevant to meeting customer priorities…
![Page 26: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/26.jpg)
“Predispositions are our enemy. You cannot serve two masters: You either serve the client or your
agenda, and the latter alienates the former. This lack of integrity will force your clients to find another platform that offers integrity.”
![Page 27: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/27.jpg)
PERCEPTION AMONG CUSTOMERS…
You serve the supplier not the
customer
This negatively impacts the
quality of service
Not evolving service to meet priority needs
Not paying attention to critical things to help you meet needs like training, technology, customer feedback, service quality,
innovation, marketing
your expertise, knowledge and value
![Page 28: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/28.jpg)
The VALUE you providehas SHIFTED from the BOOKING EVENT to the…
The Booking event is a fait accompli in the TOTAL SERVICE PACKAGE
![Page 29: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/29.jpg)
HELP YOUR CUSTOMER…improve their business performanceUnderstand their… contexts
Personal
Business
Economic
Lifecycle
![Page 30: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/30.jpg)
TRAVEL IS PERSONALBalance travellers’ personal preferences
with Corporate business goals…
![Page 31: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/31.jpg)
“Care enough about me that you know what my travel pain points are and dispel them so that my journey is seamless and pleasant.
That’s your Duty of Care…”
![Page 32: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/32.jpg)
PAINLESS & PLEASANTBusiness travel is lonely, impersonal & stressful… AREYOUINTERESTED&AVAILABLE?…▪ Identify main ‘friction’ or
‘failure’ points in the travel journey
▪ Pre-empt travel issues▪ Inform where you cannot
change ▪ Reduce feelings of
uncertainty and helplessness
![Page 33: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/33.jpg)
“Today’s travellers want unique experiences tailored to their priorities and want to take
control of their own itineraries. They expect to be seen as individuals and want to receive
information and offers built on their preferences, delivered in a timely manner to their device of choice. And with the advent of social media,
consumers are more transparent than ever so understanding them is now a
real expectation.”
![Page 34: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/34.jpg)
IT’S ALL ABOUT PERSONALISATION…
Save yourself time. Time is money- get it right the first time.
![Page 35: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/35.jpg)
You may have to leave your comfort zone for a day and meet a new person over the telephone.
But if you don’t start working SMART as opposed to HARD you will never move forward. Start saving time!
Spend it with your family or making more money.
Touching the customer 24/7Expert knowledge and adviceKnowing customers’ individual preferencesPersonal recommendations Enabling personal control over their itineraries
HOW TO DELIVER THIS?
![Page 36: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/36.jpg)
“Travel agents need to have different conversations with their customers.
Conversations are no longer about: Where do you want to travel? Then booking a ticket...
The conversation has to be around: Why they are travelling… That is true partnership.”
![Page 37: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/37.jpg)
Start collecting it, even if that’s all you do for now!Planning | Booking | Issuing
TRUE VALUE = MEETING PRIORITY NEEDSCost saving Business efficiencies Travel-Related Management Info Travel policy guidance
Compliance Safety and security
![Page 38: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/38.jpg)
Use data to inform yourself about customers’ preferences and circumstances to inform policy, encourage compliance and
fulfil Duty of Care
Start collecting it, even if that’s all you do for now!
![Page 39: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/39.jpg)
Key TAKEAWAYS▪ Know your customers’
circumstances and provide services to meet priorities.
▪ Identify the potential ‘pain points’ along the journey and mitigate these so that travel is not only painless, it is pleasant.
▪ Show genuine care, learn about their personal preferences and make travel pleasant.
▪ At a minimum, fulfil travellers’ general or basic operational travel requirements.
![Page 40: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/40.jpg)
BUILD STRONG RELATIONSHIPSBased on trust and credibility…
![Page 41: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/41.jpg)
Corporate travel managers and travellers want you to truly understand their contexts and requirements.
UNDERSTAND USCorporate travel managers and
travellers want you to help them be successful in their business or to have
a great experience
![Page 42: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/42.jpg)
WHAT WE LEARNT:
OPPORTUNITY
CorporateTravelManager:Company’sinterestsatheart
Build a positive relationship = concierge –style service
![Page 43: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/43.jpg)
“Their perception is that if TMCs could offer a good quality service that meets the needs
of their company and them as travellers, there would be no need for a corporate travel
manager separate from the normal procurement function.”
The business traveller becoming the TMC’s strongest advocate to the TMC’s corporate customers.
![Page 44: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/44.jpg)
WHAT WE LEARNT:
STRONGCLOSE RELATIONSHIPBased on trust and credibility
![Page 45: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/45.jpg)
Get to know their likes, dislikes, look after them throughout the travel journey – Differentiate your service proposition
NEED IS FOR…unique travel experience based on personal
interests and preferences
![Page 46: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/46.jpg)
WHY DON’T THEY TRUST US?Customers distrustful of TAs
VS
TAs resentful of level of transparency requested by
customers
The more transparent TMCs are with customers about the supplier payments they
receive, the more trustworthy they are PERCEIVED to be.
![Page 47: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/47.jpg)
ARE YOU AN EXPERT?Your credibility relies on your ability to apply travel
knowledge, experience, expertise and relationships with suppliers to consistently meet their customers’ expectations
and add value.
![Page 48: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/48.jpg)
“Clients are modernising and the world has become global so they have access to a great deal of information. Travel
agents should be acutely aware that their client more often than not knows more
than they do.”
![Page 49: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/49.jpg)
GOING THE EXTRA MILE?
Customers say travel agents lack passion
and purpose for their work and are not
concerned for making customers
requirements their main concern. They do not receive adequate industry or on-the-job
training.
![Page 50: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/50.jpg)
Key TAKEAWAYS▪ Customers want to trust that
travel agents are truly representing their best interests.
▪ TMCs must be the operational subject matter experts in travel.
▪ Opportunity to build a positive, relationship with the traveller based on priorities.
▪ If TMCs could offer a good quality service, no need for a corporate travel manager separate from the normal procurement.
▪ Lack of professionalism and professional skills are a threat.
![Page 51: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/51.jpg)
BECOME ASPECIALISTTo add tangible value to your customers…
![Page 52: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/52.jpg)
CUSTOMERS WON’T PAYyou to be a travel order taker….
![Page 53: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/53.jpg)
What'sNBtocorporates?
TrueConsulKng BeMer,detailedMISBeneficialSupplierRelaKonships TrendAnalysisFlexibilityofOBTs
![Page 54: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/54.jpg)
“TMCs have to offer a combination of services, technology and other value
generators that will help the customer adhere to corporate travel policy,
manage risk, facilitate transactions, etc. You have to look at all the drivers as a
combination to define one value proposition.”
![Page 55: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/55.jpg)
You can’t know everything about everywhere…
SPECIALISING
![Page 56: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/56.jpg)
Key TAKEAWAYS▪ Customers unwilling to pay travel
order-takers.▪ Invest in and use tech to gather
customer, supplier and other data from multiple sources, analyse it and provide useful insights.
▪ Enhance your specialist knowledge so that it is more than what a traveller can find on the Internet.
▪ Take care of all logistical requirements, which if not seamless, risk negatively impacting the travel experience.
![Page 57: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/57.jpg)
INVEST INEDUCATING & MOTIVATINGEmployees to become true consultants…
![Page 58: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/58.jpg)
TRAVEL CONSULTANTSPerceived to be ill-equipped to be true
travel advisors due to the technical nature (only) of their qualifications,
inadequate skills training, lack of travel experience and a lack of real world or
virtual travel exposure.
![Page 59: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/59.jpg)
Corporates say… ▪ TAs focus on quick handling of
transactional volumes ▪ Lack of dedicated travel
consultants to corporate customers
▪ High turnover of consultants▪ No educationals
TMCs exacerbate the problem because:
![Page 60: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/60.jpg)
Why take a bus through THE GRAND CANYON
when you can RIDE IT ON A HARLEY.
What they need?
Dedicated team of “highly qualified customer service consultants” who would be available to help them and their travellers with bookings
and other concerns around the clock…
![Page 61: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/61.jpg)
HaveBUSINESS-RELEVANT
Conversations
Translate requirements into internal service
delivery
Understand stakeholder context
![Page 62: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/62.jpg)
Develop consultative selling skillsDevelop detailed destination and product knowledgeBe well travelled
Become Consultants!
![Page 63: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/63.jpg)
Key TAKEAWAYS▪ Personnel recruited are ill-equipped
to be true travel advisors due to the nature of their qualifications, inadequate skills training, lack of travel experience.
▪ Travel consultants need to be empowered to consult and sell travel through skills development and opportunities to experience destinations and product.
![Page 64: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/64.jpg)
MANAGESUPPLIER RELATIONSHIPSCarefully balance value proposition to customers with value to and from suppliers…
![Page 65: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/65.jpg)
GOOD VALUE ENHANCING RELATIONSHIPS WITH SUPPLIERS ARE NB
Not easy…Agents distrustful of travel suppliers trying to
bypass themLots of competition for greater share of spend
Preferred deals lucrative and convenient, but limit product scope and flexibility of agents to meet
personalisation requirement.
![Page 66: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/66.jpg)
Reframe your relationship
Agents must add differentiated and
demonstrable value to supplier product
Use credible suppliers
Suppliers must ensure TAs know the products they are selling and give access to better info
![Page 67: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/67.jpg)
Key TAKEAWAYS▪ Develop strong supplier
relationships to deliver a valuable service to their customers.
▪ Acknowledge that customers are wary of the nature of the historical supplier relationships.
▪ Ad differentiated and demonstrable value to their suppliers’ product.
▪ Reframe relationship to find reciprocal economic benefits.
▪ Work with only credible wholesalers.
![Page 68: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/68.jpg)
CHANGEREMUNERATION MODELTo focus on perceived value you add to customers…
![Page 69: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/69.jpg)
CANT COMPETEOn price alone…
TAs must charge for the services they render, and the value added to customers…
![Page 70: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/70.jpg)
“To compete effectively, Travel agents will have to differentiate themselves by using their travel expertise, knowledge and experience to do something that
their online competitors can’t do, namely provide a personal service that
meets the leisure traveller’s unique needs, interests and preferences."
![Page 71: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/71.jpg)
Corporates don’t expect to receive a professional service for free and will allow TAs to retain a share of
value as long as they charge reasonable, fair and transparent price
for their services…ˀ
![Page 72: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/72.jpg)
Corporates want you to disclose commissionsOther industries generate commissions
Why can’t we?...
![Page 73: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/73.jpg)
Key TAKEAWAYS▪ TMCs need to charge for the
services they render, and will only be able to charge according to the value that their services add to their customers.
▪ It is fair for TMCs’ performance to be tied to agreed service levels in return for financial penalties and rewards.
▪ It is fair for TMCs to share the benefits they help generate for customers.
![Page 74: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/74.jpg)
EMBRACETECHNOLOGY-LED INNOVATIONTo disrupt practices no longer adding value to your businesses
![Page 75: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/75.jpg)
Travel agents think they must compete with online
booking engines…
![Page 76: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/76.jpg)
OMNI-CHANNEL APPROACHThe Connected Traveller will move from channel to channel, expecting the same offers, prices
and service whatever channel they choose throughout the traveller’s purchasing path –
before, during and after purchase.
![Page 77: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/77.jpg)
Key TAKEAWAYS▪ Innovative technology enabled
options add value to travel agents’ business.
▪ Adopt an omni-channel strategy that delivers a personalised, 24/7 service experience from the start of the travel process to the end.
▪ Equip consultants with detailed product and destination information.
▪ Use data about your traveller to help personalise their leisure travel experience.
![Page 78: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/78.jpg)
EMPLOYCOURAGEOUS, VISIONARY LEADERSTo take charge of the change needed to overcome your challenges.
![Page 79: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/79.jpg)
Travel agency leaders need to take charge of and champion change to survive and compete effectively in the emerging industry landscape.
![Page 80: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/80.jpg)
“Those travel agents that succeed will cope best with the complexity of their businesses today, while simultaneously changing their businesses to compete effectively for tomorrow’s customer in
tomorrow’s industry landscape.”
![Page 81: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/81.jpg)
BE INSPIRATIONAL…Create a vision for a sustainable travel agency focused on meeting priority needs of customers. Use this vision to motivate for change that is based on a future opportunity that is better and that employees can be passionate about.
![Page 82: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/82.jpg)
Key TAKEAWAYS▪ Travel leaders must champion
change to survive and compete effectively.
▪ Build a culture based on the values that most matter to your customer: care, trust, expertise.
![Page 83: ASATA 21st CenturyFinal · 2018. 9. 19. · mitigate these so that travel is not only painless, it is pleasant. Show genuine care, learn about their personal preferences and make](https://reader036.vdocument.in/reader036/viewer/2022071100/5fd8c95d53a930230248466a/html5/thumbnails/83.jpg)
The
QUESTIONS