Do you sell travel? Or do you sell travel advice? Do you sell vacations? Or do you sell the vacation planning experience? Do you sell air tickets? Or do you sell peace of mind to a business traveler?
I’ve observed and assisted over 1,000 travel agents in the last 20 years. The ones who understand that they do not actually sell travel, vacations and air tickets - often make $100,000 per year and more.
They offer travel advice that you cannot google. Customers buy from them and pay a premium because they make planning a vacation exciting. Business travelers trust them to get them home if flight schedules change.
These same agents have other qualities of course - and they almost all have the same pattern. They have a system to keep their client and trip files organized. Their system includes a way to keep in touch with their clients regularly in an authentic way. They charge for their time, either by adding margin or meaningful planning fees, or by only selling premium products. They’re good at spotting and saying ‘No’ to unprofitable work and unnecessary expenses.
They are never afraid to turn away business that don’t fit their services. These agents do not see online agencies or Costco as competition - they see them as tools to easily refer business to that they do not want.
There are other common denominators, and the most fundamental is these travel agents understand they don’t sell travel, vacations or air tickets.
