Remember The Travel Agent

This just in: Travel agents can bring you business. A lot of business. So don’t forget about them.

So says the latest report from travel industry research firm PhoCusWright Inc. Specifically, it notes that the travel agency distribution channel accounts for nearly US$110 billion in sales, or about 41% of all travel booked in the United States.

Perhaps the Web hasn’t killed the travel agent after all.

“The agency distribution landscape is large, complex and dynamic,” says Douglas Quinby, senior director of research at PhoCusWright. “Companies seeking to engage with this important distribution channel must understand which segments of the agency landscape are relevant for their business.”

For La Quinta, California-based KSL Resorts, it’s simple: “Travel agents are valuable partners at KSL. Agents’ broad perspective on the industry and consumer behavior and preferences provides us with insight into trends and buying patterns across all revenue channels,” says Jason Kycek, director of travel industry sales for the company.

In addition, “Agents provide us with information about their clients’ needs, likes and dislikes, which allows us to make sure we’re meeting—and hopefully exceeding—the guest’s every expectation,” Kycek says.

With this in mind, perhaps it is time to re-think your travel agent relationship strategy…

Hyatt did just that late last year when it announced enhanced travel agent education and incentive programs. For example, the company is currently rolling out an online training program to help agents learn more about Hyatt’s family of brands. When agents complete the program, they become “Hyatt specialists” and gain credit toward their continuing education.

In addition, the company’s current Slice of Paradise program—which offers agents one free night for booking three paid client nights in the continental United States or four paid client nights in Hawaii or the Caribbean—will be rolled into a broader company-wide incentive program later this year. And Hyatt plans to continue its Recommend Reward initiative, offering monthly recognition and cash prizes to agents who recommend Hyatt Resorts properties when randomly called by a Hyatt Resorts team member.

“As a significant percentage of our business comes through travel agent recommendations and sales, Hyatt is dedicated to building strong relationships with the travel agent community and providing them with the tools they need to grow their businesses,” says Scott Seed, director of marketing for Hyatt Resorts.

For more information on Hyatt’s travel agent relationship strategy, visit the company’s dedicated travel agent Web site, www.travelagent.hyatt.com.