Review Friends

I read with great interest the article in Travel Age West by J.L. Erickson (4/14/08) about the lack of new blood in the travel agent industry. As a former agency owner for many years, I can tell you that this is no secret. There is indeed a critical shortage of "quality" entrants into the travel business. Finding, developing and retaining GenX agents is next to impossible. If this does not change, the travel agent industry is doomed.

I propose that travel agencies provide a front-line agent Career Track to attract new people.

Obviously, the Internet has been the driving force behind the perception that travel agencies days are numbered. However, the fact that travel agencies are still around and thriving despite new competition, puts this argument to rest.

A greater argument is that travel agencies have not provided a "Career Track" for agents. Once an agent, always just an agent? Doesn’t sound like much of a career choice if you are young person deciding your future. Does it? Agency owners have simply not provided an opportunity for front-line agents to take their career to a higher level. If the travel industry provided a Career Track with goals to strive for, along with the accompanied peer status…..then becoming a travel specialist would once again be an enticing career.

Employees need goals and opportunity to work toward. Failure to provide this means you are looking for a people who does not possess the inner drive that makes a sales person thrive. A career track would provide the incentive for agents to seek out additional education and marketing opportunities for their chosen destination or travel niche. The reward will be higher income as they develop a larger, higher quality clientele. They will also be able to charge higher fees as a result of being a leading expert in a particular destination or style of travel. The agency will benefit as a result of being able to brand market their “Stars” individually helping establish the agency as an organization committed to quality and can be trusted for expert advice.

I propose the creation of three categories of front-line agent designations:

1) Travel Consultant
This is the starting point. Less than 3 years experience. Limited to selling commodity type travel packages and cruises.

2) Destination Specialist / Cruise Specialist
Minimum of 3 years experience and has completed CTC or Destination Specialist training. Has traveled to their specialist destination at least three times.

3) Custom Travel Designer - Minimum of 5 years as a specialist for travel to a specific destination or style of travel. Has completed CTC and DS program and has traveled numerous times to the destination or style of travel.

Once agents achieve a higher status they will possess a superior career self-image and confidence that will help them develop higher level clientele. They will also be more comfortable charging considerably higher consulting fees and more importantly the clients will feel better about paying it.

I believe that providing a career track for frontline agents would entice more young people to view the travel agent industry as a viable long-term choice. Additionally, existing agents would once again be energized and excited about the industry. Most importantly would be the marketing opportunities that would result. Consider for a moment if your organization provided a "Career Track" for your top performing individuals. What would change? Probably your working environment would become even more professional and your bottom line would increase as a result.

George Oberle
President
www.ReviewResorts.com