The travel industry has long grappled with the dynamics between different segments of its offerings, particularly when it comes to air travel. An insightful survey conducted by Travel Weekly highlights a striking trend: only approximately 11% of an agency’s total gross bookings can be attributed to air travel. This figure sees air travel lagging behind more luxurious and premium segments such as ocean cruises and all-inclusive resorts. While it’s understandable that air travel can often appear less glamorous, the reluctance among travel advisors to engage in air bookings raises concerns about the disservice it may pose to clients relying on comprehensive travel planning.
Complicating this issue is a notable trend from a summer 2023 survey showing that over 22.5% of respondents admitted they don’t book air travel at all. This high percentage indicates that, despite the potential benefits of managing air travel arrangements, a significant portion of the travel advisory community remains unwilling or unable to do so.
The complexity of air bookings cannot be overstated. Factors such as changing flight schedules, unexpected cancellations, and the ever-present potential for hefty debit memos contribute to advisors’ hesitation. The introduction of New Distribution Capability (NDC) content further muddles the waters, making it an even more daunting task for many advisors. Engaging in air bookings can often lead advisors through a labyrinth of logistical challenges, meaning the prospect of managing flight arrangements may seem more trouble than it’s worth.
However, abandoning air bookings altogether can be counterproductive. Clients expect a holistic travel experience where every aspect—flights, accommodations, and activities—are seamlessly integrated. A failure to provide air travel services can result in clients seeking alternatives, leaving advisors at risk of being sidelined by competitors who do offer comprehensive solutions.
Recognizing these challenges, several initiatives have emerged to create a more favorable environment for travel advisors. In a trend aiming to democratize air travel bookings, numerous agencies are establishing air departments or desks dedicated solely to managing flight reservations. Avoya Travel is one such example, having launched an air booking platform complete with an air desk in 2022 to streamline the booking process for advisors.
These air desks, in conjunction with new booking tools, are designed to transform the way travel agents interact with air travel logistics. A remarkable tool, Snap, developed by Internova Travel Group in partnership with Sabre, exemplifies this shift. By providing a user-friendly interface that integrates Global Distribution System (GDS) and NDC content, Snap minimizes the burden on advisors. The platform also significantly reduces the risk associated with air booking, effectively shielding advisors from the long-standing fear of incurring debit memos.
The benefits of embracing air bookings extend beyond mere sales figures. Successfully managing clients’ air travel can enhance trust and loyalty, ultimately resulting in repeat clients and increased referrals. The necessity of offering complete travel planning services cannot be overstated; the last thing an advisor wants is for a customer to explore other platforms, such as Expedia, after booking a cruise or resort stay. Internova’s perspective, as articulated by Chief Product Marketing Officer Stephen McGillivray, emphasizes that losing clients to competitors simply due to air travel neglect is an untenable situation.
With significant strides being made towards reducing the complexities of air bookings through innovative technology, agencies are better positioned to meet client expectations. By prioritizing air travel arrangements, advisors not only cultivate a more enriched travel experience for their clients but also secure a competitive edge in an increasingly crowded market.
The travel industry’s future hinges on how well agencies can leverage these new tools and initiatives. As air desks proliferate and technology simplifies the booking process, now is the time for travel advisors to embrace air bookings wholeheartedly. Failure to adapt may not only lead to lost business opportunities but can also jeopardize long-term client relationships. The landscape of travel consulting is evolving; thus, advisors who commit to offering comprehensive services, including air travel, will be better positioned to thrive in this dynamic industry.
The era of avoiding air bookings is coming to an end. With new technologies and a mindset shift towards holistic travel planning, advisors can reinvent their services, fostering loyalty and ensuring sustainability in the vibrant world of travel.