In the travel industry, air travel bookings constitute a relatively small yet significant fraction of total gross bookings, averaging around 11% among agencies, as revealed in Travel Weekly’s Travel Industry Survey. With ocean cruises and all-inclusive resorts taking the lead in terms of financial contributions, many travel advisors seem to be reluctant or altogether unwilling to engage in air travel bookings. This hesitation isn’t without reason; air bookings can introduce complexity and additional stress, particularly when dealing with unforeseen complications during transit. A recent summer survey highlighted that over 22% of advisors are already skirting air bookings altogether, indicating a trend that could have implications for both the agents and their clients.
The complexities involved in booking air travel—ranging from navigating fluctuating fares to understanding the nuanced processes introduced by New Distribution Capability (NDC) content—present significant challenges for travel advisors. These challenges are often heightened by the potential ramifications of a debit memo, a dreaded outcome that can leave agents feeling trapped. The nature of air travel inherently involves a multitude of variables that can change rapidly, making it a daunting prospect for consultants already seasoned in the realm of leisure or cruise bookings. As a result, avoiding air bookings may seem like a sensible strategy for many advisors, but this aversion can ultimately hinder the holistic travel experience they offer to their clients.
Despite these challenges, there is a growing movement within the industry aimed at revitalizing air bookings. This transformation is particularly evident in the emergence of dedicated air desks and booking platforms, which are allowing travel advisors to comfortably transition into the air booking space. Agencies that have previously operated in silos—excluding air travel from their offerings—are starting to realize the benefits of incorporating air bookings into their services. Avoya Travel, for example, made headlines in 2022 by launching an innovative air booking platform, showcasing that change is not just possible but beneficial.
Ensemble’s establishment of an air desk also highlights this shift, illustrating that the industry recognizes the necessity of air distribution as a core part of travel consultancy. The integration of booking tools designed to mimic consumer booking experiences is another pivotal aspect of this evolution. For instance, Snap—developed by Internova Travel Group and Sabre—integrates GDS and NDC content seamlessly, offering travel advisers an accessible and risk-mitigated solution for air bookings.
By using such tools, travel advisors can reclaim air bookings, thereby augmenting their client service and enhancing their value proposition. As Stephen McGillivray, chief product marketing officer for Internova, poignantly noted, allowing clients to book their own air travel via third-party platforms like Expedia can be counterproductive. Such actions not only risk losing client loyalty but also deprive travel advisors of essential commission opportunities. By integrating robust air booking solutions, agencies foster stronger connections with their clients, ensuring that they provide a comprehensive travel planning experience that covers all aspects of a journey.
Furthermore, these advancements engender trust and loyalty, which are crucial for repeat business and referrals. A travel advisor who can seamlessly manage all travel logistics—including flights, hotels, and excursions—positions themselves as an invaluable resource. The introduction of low-risk products like Snap allows agents to ensure quality control without the weighty burdens traditionally associated with air bookings.
As more agencies implement air desks and sophisticated booking platforms, the landscape for air travel bookings is shaping up to be more inclusive and user-friendly for travel advisors. This movement seeks not only to simplify the process of booking air travel but also to address the broader need for agents to broaden their service offerings. By taking advantage of new tools and aligning with current industry trends, advisors can better serve their clients, reinforcing their role in the travel ecosystem.
As the complexities of air travel continue to evolve, the travel advisor community stands on the brink of significant growth and transformation in air bookings. While challenges remain, the concerted effort to introduce new initiatives indicates a promising shift that could ultimately enhance both client satisfaction and advisor business health. The future is bright for those willing to embrace new methods of air booking to deliver a complete travel experience.
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