Destination Success: Travel industry seeks stability among agents

As the tax refunds come in, travelers head for parts unknown. The Travel Industry Association states that 62 million Americans will include a vacation in their tax refund plans. Travel agents across the United States are ready to help them.

The TIA reports that travel and tourism directly generated nearly 7.6 million jobs in 1998. The travel industry is a broad term that applies to all facets of tourism, including hotels, resorts, spas, travel agencies, transportation companies and more. Employment generated by travel has grown 27.7 percent in the past 10 years. The travel industry ranks as the first, second and third largest employer in 28 states and the District of Columbia.

The advent of computer-generated travel programs such as priceline.com and travelocity.com have taken some of the traditional business from travel agents. Some companies are combining a Web presence with on-site service.

Marvin McDaniel, the president of Carlson Wagonlit Travel McDaniel Travel, combines both as a part owner of Travelnow.com, one of the largest travel sites on the Web.

He said he believes that the brick-and-mortar business of a travel agency can work hand in hand with Internet services. Although customers may use the Internet, there will always be a need for candid opinion, personal service and help that a computer screen cannot provide.

What makes a great travel agent, and what should travel employers look for in hiring the best? Here are a few tips:

Make sure applicants understand the distinction between sales and service. Kris Conley has been in the travel business for more than 20 years. He is now the vice president of operations for Great Southern Travel. Conley said he asks all prospective agents a key question: "Do you see the travel industry as a service industry or a sales industry?"

He said 75 percent to 80 percent of the respondents say it is a service industry. For Conley, that is the wrong answer. As he says, "There is service involved, but you can't service them if you can't sell them."

He added that a travel agency is competing for a person's leisure dollars. That person might go to the mall and buy a beautiful ring; the agent should work at selling him or her the trip of a lifetime.

Look carefully at their work history, in and out of the travel industry. As Conley said, "Changing travel agents is like changing doctors. It's very uncomfortable."

Stability is especially key in hiring for corporate travel. Corporate travelers don't have time to chat. They want to know that their travel agents have their preference to sit by the window, have a room with two double beds so they can put their papers out on the other bed and that the agents will be there when they need them.

Make sure they are grounded in reality. "Most get into the travel industry because of the glamour and adventure," said Sylvia Caudillo, placement director for Bryan College, a private college providing travel industry training. "The biggest myth out there is that they will be able to travel and not have to work."

Still, as Caudillo added, a "wanderlust spirit" is essential.

Ask them questions to draw out their confidence or lack of it. Very competent applicants may be passed over for jobs because they don't seem confident, Caudillo said. "Businesspeople want someone they can trust."

This is echoed by Conley. "The last thing a traveler wants is to see that the agent isn't confident," he said. "How can they trust you if you don't act like you trust yourself? You might want to go to Las Vegas and end up in Lubbock."

Ask them to describe situations where they used careful and accurate follow up. The travel industry could be called the "follow-up industry." Does the applicant have the requisite patience to follow through on complicated arrangements? Can they cite examples in their past where they have had to follow up? How have they handled emergencies?

Seek out their skills. McDaniel said he wants his travel agents to understand geography. He might ask, "If you were flying to Los Angeles, where would you change planes?"

He said that the travel business has two parts: customer service and product knowledge. He emphasises product knowledge by asking a potential agent's candid opinion of certain cruise lines and tour operators.

The travel industry is changing, but it still boils down to the tried and true constants of sales and service.

(Sinara Stull O'Donnell is a writer and professional speaker in the career arena through her company, Sinara Speaks.)