Meeting Travel Agents In Cyberspace

One of the first stories I reported on when I joined HOTELS back in to 2002 was the impact of the Internet on the travel agent industry. It was at that time that when hotel companies started pushing their lowest price guarantees, and some in the industry were questioning whether or not it would be the end of travel agent commissions. While the Internet has significantly changed the way people plan and book travel, smart hotel operators then—as now—understood that travel agents have and continue to be a strong ally, helping foster loyalty in ways the Internet cannot. Of course the impact of the Internet should not be diminished, and the travel agent industry has adapted as such, no longer content to just be “bookers,” today travel agents are subject matter experts, stressing their insider information into far-off destinations, complex travel booking plans and knowledge of those hotels particularly in off-the-beaten-track locations. To use the long tail view, travel agents have embraced the sum of their niches to differentiate their offerings and help their industry stay afloat.

As someone who grew up in a family of travel lovers—and adventurers—my parents having gone on multiple African safaris, seen the Northern Lights, been awed by Pyramids of Giza and climbed Machu Picchu, I have long understood the value of having a good travel agent. So I’m happy to see now some five years after the relevancy of the industry was questioned, that a new Web site, Tripology.com, marries the online and offline travel planning universe by matching consumers with specialized travel agents. Tripology.com asks customers to fill out a travel profile request and uses an algorithm to match them with three agents who are experts in those locales. So far the site boasts more than 4,500 agents.

Another fun example of the evolving functionality of the Internet, I think it’s a great new resource for consumers looking to plan a dream vacation this summer. And, a note for hoteliers, it further stresses the importance of maintaining those strong relationships with their travel agent partners. With the ever-expanding list of options, you never know where that next booking is coming from