5 Things Travel Agents Can Do For You That Travel Booking Apps And Websites Can't

Recent studies are pointing towards a resurgence of the Travel Agent career in most recent years, as travellers are once again looking to a real person and an expert to help with their travel plans. However, while this is happening, more mobile apps and online booking technology are being introduced to the market, claiming to be using search algorithms developed from years of customer data, to deliver travel booking services better than real people. While I am a strong believer in the fact that technology has helped to make travel booking way easier for customers and travel agents, and its place in the industry is a necessity, it is also my belief that the best possible experience a traveller can have, cannot be determined by an algorithm. There are just some things that really matters that no algorithm designed for a mobile app or online search engine will ever be able to do for a traveller.

1. Give A Shit

The website or mobile app may be able to find great rates, make suggestions of things you may be interested based on a list of assumptions and third party data, seamlessly facilitate the booking of your trip. However, the APP or website does not give a shit about your experience. Not because it does not want to, but because robots can’t care. Some people may say, “It does not matter if they care or not, I just want my trip booked.” While that is OK for some, for others, their vacation or travel time means too much to them, and they much prefer the source that is putting their trip together to care about the type of experience they deliver. While the algorithms will only give results based on a set of limited or predefined data, a travel agent that cares will exhaust all resources and customise your travel plans, not just on assumptions, but on the information you provide to them and information they gather from their own research and knowledge.

2. Solve Problems

This is a big one. Because everything here falls under the category of the “Unknown”. Whether you are travelling for leisure, business or personal reasons, there are hundreds of things that could go wrong. Unfortunately for those that book online or on a mobile app, if any unforeseen misfortunes occur in the middle of their trip, they are stuck dealing with it themselves. When you use a travel agent, your travel agent is there for you from the pre-planning stage until you are back home from your trip. When problems occur, you will be able to call your travel agent, and they will be on the phones with the relevant parties to help you get your situation rectified as quickly as possible. A travel agent will also have relationships and experience they can leverage to get results much faster than you. One simple misfortune can ruin an entire vacation. Knowing that someone is there that you can call in times of need, provides great peace-of-mind for a traveller.

3. Think Outside The Box

There is a reason it's human beings that make computers and not the other way around. We have the ability to think, be resourceful and creative, while machines only do what they are told. There are many occasions where putting together the perfect itinerary requires more than just date, place and location information. When a package gets complicated, and creativity and flexibility are required, only a real person with the knowledge and the resources can do what’s necessary to ensure the travel needs are met. Travel Agents rule when it comes to building custom and complicated itineraries. Despite all the amazing things technology has been able to accomplish, it still has its limits and thinking Outside The Box is one of those limitations.

4. Give Great Customer Service

There is absolutely no argument or competition here. While most of the times these apps and website will successfully complete whatever command is entered, there will be nothing warm, friendly, and fuzzy about your experience. Websites and Apps will do exactly what they are asked to do and nothing more. They will not throw in the complimentary airport transfers, or ask to have champagne delivered to your room because it’s your anniversary. Apps and computers won’t give you their personal contact information to call anytime you need further assistance or have questions about your itinerary.

5. Personalise Your Experience

Regardless of what they may tell you, a mobile app algorithm cannot personalise your vacation experience. Real personalization happens when you talk to someone over the phone or email, and they use the information you provide to design a travel experience that meets all your needs. Personalization goes beyond the big things like room category, location and seat preference on an airline. Informing the hotel and airline of any food allergies, getting you the adjoining rooms, ensuring that your room is not close to the nightclub at the resort, making sure you do not have to go up three flights of stairs with a wheelchair, suggesting some great Off-the-beaten-path restaurants that give a safe and authentic local experience, that’s personalization. Travel booking apps and websites are great, but they are not there yet.

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