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Travel Agent as Concierge-Good for Loyalty, and Revenue |
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It has been many years since a brief stint in my daughter’s travel agency led me to the Weissmann Travel Reports, and then to a very successful partnership with Arnie Weissmann in developing the Reports as an online service. Even in those olden days—late 1980s—we referred to WTR as a Concierge Resource.
But more! Particularly in the luxury sector, frontline marketers are expected to have an MC degree—Master Concierge—and to offer services that reflect the best concierge mindset. The growth of ‘agent as concierge’ is closely connected with at-your-fingertips internet and telephone service on a global basis, to any destination.
We asked Arnie, Editor in Chief of Travel Weekly, to share his thoughts about this broader role—its impact on customer loyalty, upselling, and more
He cited industry consultant Bob Joselyn for leadership thinking in this area, as follows:
“Bob Joselyn had what I think is a terrific idea for travel agencies serving upscale clients. Many agents take the time to arrange custom services to make a trip special while their clients are traveling, but Jocelyn believes agents could profit from looking at all the implications a trip has for travelers, including their needs immediately before they depart and upon their return.
He gave a few examples:
- Offer to bring clients’ pets to and from the kennel.
- Stop the newspaper and mail for them.
- Stock their refrigerator with perishables the day before they return.
- Arrange for limos to and from the airport.
- All, of course, for a fee.
Most travel agents ultimately limit their potential by having too narrow a definition of their potential duties – a traveler could be sold on trip-related, concierge-style services that occur before and after the actual time-frame covered by bookable travel arrangements.”
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