How do we do the impossible?

Matthew Upchurch

CEO, Virtuoso, Ltd.

“Give Them Something They Can’t Google”

It’s an age of search engines, where content is king and the answers to so many of life’s questions can be found simply by researching them through the ubiquitous Web site we all know so well that it’s become a verb and a noun. This also holds true in the travel arena - travelers can find hotel rates, availability, attractions and flights, all online.

Granted, it’s a valuable tool which leads to unlimited information, but it’s not a replacement for a personal relationship, especially one with a trusted advisor. While the Internet satisfies a consumer’s explicit needs such as providing basics on accommodations or a destination, it can’t compete with our Virtuoso travel advisors who focus on meeting a discerning vacationer’s implicit needs. And, it certainly can’t offer any of the elements of a personal relationship with an advisor such as expectation setting and fulfillment, firsthand expertise, advocacy, confidence and understanding.

Time pressed and savvy travelers need reliable advisors to cut through the clutter and present them with the bottom line. Instead of scrolling through a myriad of Web pages, brochures or “reviews” and being bombarded with data, clients can get straightforward wisdom through a simple phone call to interact with our travel advisors.  And, we haven’t even touched on the sabotage that now happens through many of the consumer opinion travel sites.

Professional travel advisors aren’t just on hand to answer questions - they act as proponents who seek out the best experiences and products for their clients. The same care and process applies to all types of travel from the occasional vacationer to regular globetrotters, from beach dwellers to history buffs, thrill seekers and any other interest group – each receives a customized experience based on their preferences. With this level of personalization and planning sophistication, it’s no surprise that a recent survey by travel research group Forrester shows that 23% of people say they would use a trusted travel advisor over the Internet if they could find one who delivered on these values. (You have just found one! Call 1 800 330 8820 when you are ready)

Even leaders in the online travel field acknowledge that the Internet isn’t suitable for what they refer to as ‘complex travel purchases.’  In a recent interview with U.S. industry publication, Travel Trade, Rob Torres, Google’s travel industry director, said, “It doesn’t surprise me [that people are returning to using traditional travel agents] because I think what is happening is more people are looking for service again, especially for complicated purchases. It’s very tough to actually transact complicated travel purchases online.”

             “Complicated Purchases” seem like impersonal words for what we, as travel professionals, know as relationships.  Torres is referring to the agent-client exchange, which is indeed complex in what it offers. However, relationships aren’t complicated; what is difficult is defining the steps one must take to gain trust. Trusted travel advisors can offer insight, many through firsthand account, and can plan a trip that will endure as long as the photos. They do so by engaging in a learning relationship, a collaboration fueled by trust and a willingness to challenge.  In a true advisory relationship, the client is first and foremost buying the collaborative process between the advisor and the client that results in clarity of trade-offs with an end result being confidence.

I’ve emphasized how invaluable the relationship is between an advisor and client, but it’s also important to note the significance of the connection between the advisor and supplier. After all, luxury advisors are only responsible for so much before they have to entrust their travel partners to fulfill and deliver on the experience. Fostering trust and rapport between travel advisors and suppliers is the cornerstone of Virtuoso, which is why we host the world’s largest travel “speed-dating” opportunity.  Each year at our annual conference, Travel Mart, we encourage every member agency to meet with every supplier in our network, which resulted in a record  261,000 individual appointments in 2007. We don’t require agency attendance to be dictatorial; we do it because it results in stronger, more productive relationships and enhanced product knowledge, all of which translates into better travel experiences for the client.  There’s another good reason – our clients know the old adage, “it’s not what you know it’s who you know.”  Our collective investment in building relationships is not a “nice to have” it IS at the core of who we are.
 

In short, travel advisors who act as advocates and work to gain the trust of their clients, who have a process that creates clarity and confidence in an ever more complex world, and who design inimitable trips with extraordinary touches using the power of their relationships will always trump the Web.  And if you don’t believe me, try “Googling” that!

(You have just found one! Call 1 800 330 8820 when you are ready)