ASATA launches second 21st century travel agent study

In a bid to better understand the value and role played by travel agents within the travel sector, ASATA has released the second edition of its 21st Century Travel Agent Study.

The Association of Southern African Travel Agents (ASATA) has released its second 21st Century Travel Agent Study, highlighting the current state of both the leisure and corporate travel sector. The study places a major emphasis on understanding value by creating a more “sustainable and profitable business model; one that is agile and able to meet the constantly evolving needs of customers”, according to a press release received by theplanner.guru.

The first study was conducted three years ago, prior to the outbreak of the Covid-19 pandemic. Therefore, the latest iteration of the study is far more encompassing and relevant to today’s travel sector.

“The sector has always been complicated; now it is even more so. With our study, we wanted to extract the most important changes, while helping travel agents understand the new corporate and leisure mindset,” comments Otto de Vries, ASATA’s CEO. He adds that, despite the increase of online tools, there is a trend among leisure and corporate customers of a return to travel agents that has, in part, been driven by fake news.

“In fact, the reliance on travel agents is higher now than before the pandemic,” says Otto.

What opportunities can we look forward to?

The 21st Century Travel Agent Study has noted the following key opportunities for travel agents:

• Deliver peace of mind — allay travel worries and make travel easy.
• Collaboration of efforts to pave the way towards a cohesive and even stronger sector.
• Create products around family and FIT travel, which are driving the demand for leisure travel.
• Commit to change — sustainability is no longer an option but a responsibility and a customer requirement. Guide customers about ‘greener’ travel options.
• Focus on the whole customer journey, from the inspiration phase through to booking. Ensure the journey is seamless and hyper-connected.
• Focus on risk management for corporate travellers. Travel management companies are perfectly equipped to outline any risks and advise how to counter them.
• Remove friction — the travel industry has always had its pain points, pre-Covid-19 as well, and these must continue to be addressed.
• Remain agile and nimble while meeting increasing demand.
• Sharpen travel policies and help companies navigate travel questions and compliance.
• Shape business for the new normal — understand the new leisure and corporate customer so as to meet their needs effectively.
• Develop ‘real skills’ — emotional intelligence, stress management, problem-solving skills, and leadership to mention a few.

“South Africa’s travel and tourism sector has proved nothing if not resilient. And in this phase of recovery, it’s our travel agents who are key to promoting ease of travel, delivery of value and most importantly, the human touch,” concludes Otto.