Trumping the web

01-Jun-08

Virtuoso's CEO Matthew Upchurch urges travel advisers to build personal relationships with clients in a bid to beat the Google generation's quest for luxury travel information.

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 the ubiquitous website. This also holds true in the travel arena: travellers can find hotel rates, availability, attractions and flights, all online.

It's a valuable tool which leads to unlimited information, but it's not a replacement for a relationship, especially one with a trusted adviser. While the internet satisfies a consumer's explicit needs - such as providing basics on accommodations or a destination - it can't compete with true travel advisers 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 adviser such as expectation setting and fulfillment, first-hand expertise, advocacy, confidence and understanding.

Time pressed and savvy travellers need reliable advisers 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 or email interaction with their advisors. And, we haven't even touched on the sabotage that now happens through many of the consumer opinion travel sites.

Advisers shouldn't just be on hand to answer questions - they must act as proponents who seek out the best experiences and products for their clients. With their level of personalisation and planning sophistication, it's no surprise that a recent survey by travel research group Forrester shows that 23 per cent of travellers say they would use and pay a trusted travel adviser over the internet if they could find one who delivered on these values.

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 US 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 advisers can offer insight, many through first-hand account, and can plan a trip that will endure as long as the photos.

I have emphasised how invaluable the relationship is between an adviser and client, but it's also important to note the significance of the connection between the adviser and supplier. After all, luxury advisers 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 advisers and suppliers is our cornerstone, 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, 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 core.

In short, travel advisers who act as advocates and work to gain the trust of their clients, who have a process that creates clarity and confidence, 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.

Based in the US, Virtuoso is a by-invitation-only organisation, comprising more than 6,000 elite travel specialists associated with over 300 agencies in 22 countries, as well as 1,000-plus travel providers and destinations.

- What do you think about this issue? Email us your views to alyson.cook@haymarket.com and the best will be published on our website, www.luxurytravelmagazine.co.uk.