Just not too long ago, there were predictions that retail travel
agents would wither and disappear. However, come 2024, it certainly
doesn't seem like the case.
In Singapore, several travel agencies have expanded their retail
stores just in the past year alone. EU Holidays, with its focus on
experiential travel, relaunched its flagship store
at Suntec City with the addition of an indoor ski slope and golf
simulation center. WTS, another established player in Singapore's travel
agency scene, also relaunched its flagship store at Suntec City earlier
this year with an open-concept floorplan with spaces to host a myriad of events and enhance engagement with their clients.
Meanwhile, the Daily Telegraph in the UK reported that the high
street travel agent is making a comeback, following the opening of new
branches by several major high-street travel agencies in the UK,
including Hays Travel and Flight Centre.
Several industry watchers have weighed in on this trend, or perhaps
the reversal of trend where travellers are now turning to travel agents
for their expertise.
One reason could be that travelers are becoming overwhelmed by the
amount of information (and misinformation) on the internet, and
therefore want an expert to help guide them. "Although most people do
enjoy an element of research and choice when booking travel, using a
travel agent can eliminate the need for extensive online trawling, as
the agent can handle all the details and bookings on behalf of the
customer. This convenience saves time and effort, especially for complex
itineraries or group travel," said Eugene Ko, marketing director at
Phocuswright.
It could also be a result of better technology now available to
agents, enabling them to find highly personalised deals for their
customers. "Travellers are starting to learn this all over again,
returning to the experience and advantages of booking travel in a
physical store. Artificial intelligence and automation... offer huge
potential, ensuring agents have better information at their fingertips
which in turn will free up more of their time to offer a more
personalised service," opined Gareth Matthews, chief marketing officer
at global travel distribution provider Didatravel.
Evren Oktay, founder & COO from pax2night, an accommodation
bedbank that is part of Yuppi Travel, explains that "travel agents often
have access to exclusive deals and offers that may not be available
online, and this isn't likely to change any time soon. They have
established relationships with travel suppliers and can negotiate better
prices or perks for their clients."
Trust is also a major factor, especially after the pandemic when
customer service was virtually non-existent and cancellations and
refunds were difficult for bookings made through OTAs. "By contrast, the
trust factor with high-street retailers or anyone where you're dealing
with an individual, even if remotely, is so much higher... in part
because of the perception of security, that you'd have someone to
complain to or ask for a refund," said Sami Doyle from TMU Management, a
data-driven insurance intermediary specialising in travel.