From bookings to branding: The inversion of the modern travel agent

In today's ever-evolving travel industry, the traditional role of the travel agent is being challenged (we have heard this before, but!) like never before. The lines of distribution have blurred, and the customer's view of the "channel" is more cluttered than a packed suitcase. The critical reality is that a significant portion of business is transacting outside the traditional travel distribution network. The distribution's influence is also declining, making it imperative to own the reality and rethink how we engage and inspire today's travellers.

If about 40% of our customers are booking outside the traditional network and even within that, 70% of travellers already know what they want before engaging with the distribution, this raises the question: are we still the Gateway, or are we becoming just another Gate? Everybody is selling travel, from banks and credit card companies to social media influencers, wealth managers, food delivery apps, and more. This seismic shift does not need to be a threat; it should be an opportunity. It is time for travel agents to "re-present" themselves and claim their piece of the growing pie.

The Inversion Formula: Shift from Hiring Sales to Hiring Marketing

If it worked for Charlie Munger and Benjamin Franklin, let's make it work for ourselves! The future belongs to those who embrace a new view and shift their focus from SALES to MARKETING (hire?!). This means becoming the Influencers by building a following, with authentic content that genuinely connects with each audience. This authenticity attracts the end product and experiences to invest in the travel community rather than hiring helping hands (now competition), turning your passion into a powerful marketing tool. Your employees are no longer just sellers; they need to be 'the influencers'!

From Only Product to Product & Distribution

Crucially, the shift must also move from focusing only on PRODUCT to PRODUCT & DISTRIBUTION. This requires two parallel strategies to ensure that:

Eye Level is Buy Level:

1. Develop Products: Identify the 'new channels' and build product for these channels by utilizing technology, market data, and templates for loyalty programs, creating offerings specifically for this new, fragmented channel view.
2. Develop Channels: Proactively collaborate with non-traditional partners like Banks, Event Planners, Wealth Managers, Lifestyle Brands, and even Food Delivery Platforms, to power their reach.