Agents will rule in 2030, say travel firm bosses
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Two of the UK travel industry’s leading figures have stressed how travel agents will still play a prominent role in 2030, despite advances in technology.
Der Touristik UK chief executive Derek Jones has stressed the “value of human interaction when booking” and Royal Caribbean UK & Ireland managing director Stuart Leven has said agents play a crucial role in selling cruises.
Both travel bosses were speaking at this week’s ABTA Travel Convention in Abu Dhabi, with their session entitled: Travel 2030.
Jones noted how consumers in general were seeking happiness and comfort when making purchases like travel, referring to the Danish word used to describe this concept as ‘Hygge’ [hoo-gah].
“’People are looking for Hygge moments – when you drink your morning coffee in your favourite café – that’s your Hygge moment,” he said. “The high street is not filling up with technology, it’s filling up with Hygge, and that’s why agents are still thriving.
“Our product is the service we deliver. We are selling the experience.”
In terms of customer service, Jones stressed the importance of getting the balance right between technology and face to face.
“If it really matters, then human interaction matters,” he said.
“Technology matters to us when it improves service, not when it gets in the way.
He warned delegates: “Be wary of technology if it reduces the opportunity for rich interaction – and don’t get carried away with gimmicks.”
Royal Caribbean’s Leven noted many ways in which technology was enhancing the customer experience, from running more efficient ships and using tagging and WiFi to get guests from curbside to state room in 15 minutes, to brand new on-board state-of-the-art theatres that put Broadway and West End stages to shame.
But in terms of selling cruises, agents, rather than technology, remained essential and would prove even more valuable in the future, she said.
“Our travel agents get cruise. They know how to sell it. They know when to recommend a cruise,” he explained.
“Agents are also getting more skilled when it comes to selling the right holiday, which might be a cruise.”
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