The skills you need to succeed in the new world of travel

14 Oct 2020

Agents who hone their digital and communication skills will be best placed to survive the crisis, says Bernhard Steffens, SVP, Business Travel Agencies NECSE and WEMEA at Amadeus

We are all looking forward to moving on from Covid-19 and getting the travel sector back on its feet.

The question for all of us is how can we drive and accelerate recovery, while adapting to the very real possibility of long-term change in the world of travel?

Predicting the shape and recovery of the travel industry is something many are attempting to crack, with travel agents constantly looking for new and innovative ways to grow and diversify revenues and improve the travel experience.

In Amadeus’ latest report, The Travel Consultant of Tomorrow, more than 63% of business leaders in Europe operating in the travel industry claimed their employees are their most critical success factor. Though technology is offering new frontiers, the human touch remains at the forefront of customer experience.

However, the demand for digital skills has increased across all industries, with travel being no exception.

More than one third of business leaders (35%) stressed that competency-based recruiting and retaining the right talent were their biggest concerns. Travel consultants said they require people with technical skills to leverage the latest technology in a travel era defined by rapid change and ongoing disruption.

Amadeus' Bernhard Steffens

Looking ahead

As we look to the future of the travel industry, travel agencies will need to ensure their workforce has the right skills and technology to compete and deliver better journeys.

Creative thinking, communication skills and problem-solving are a must, and travel agencies will need to look for top candidates to drive productivity and overall success.

According to industry leaders, the travel agency workforce will need to adapt in four critical areas.

1. Evolve from being travel bookers to travel consultants

As technology continues to evolve, the industry must too. An enhanced implementation of AI and smart technology will see travel agents evolve from being travel bookers to well-rounded travel consultants. According to Amadeus’ latest report, 46% of travel agency business leaders will invest in automation over the next five years, followed by dynamic pricing (35%) and mobile strategy (35%).

As such technologies will free up travel consultants to spend less time on simple tasks such as office administration and booking flights and offer more time for complex requests and providing personalised support to travellers.

2. Understand the fundamentals of travel and digital technology

Creating a balanced blend of technology skills throughout the travel agency workforce will be key, especially when we consider the ubiquity of technology during the pandemic.

Using real-time data and travel technology tools, travel agents have been able to respond to high volumes of reschedules and cancellations of tickets while offering immediate and personalised customer service.

Technology skills will only become more valued, so travel agency businesses and travel consultants will need to adopt a greater understanding of technology. For example, travel consultants may need to stay abreast of messaging platforms, digital marketing tools and even data analytics to an extent.

Social media has a huge role to play in the future of travel and travel agencies must also ensure all customer-facing teams are receiving the relevant training to master these skills.

3. Manage disruptions successfully

More than ever before there is a genuine need to plan and prepare for disruptions. In light of the Covid-19 situation, travellers require detailed information and services throughout their journey to ensure safe, stress-free and meaningful travel.

Travel consultants will be expected to have access to the latest border control guidelines, safety protocols at the destination and onsite cleanliness updates for the hotels and services they are arranging.

With travel protocols consistently changing, it is important travel consultants have the tools and knowledge to make alternative arrangements when something goes wrong. Having the capabilities to efficiently manage any disruption will only make you stand out and prove your value in an environment of “do it yourself” booking.

4. Boost emotional skills to nurture stronger customer relationships

Currently, each day is different and presents a variety of challenges. It is key for travel agencies to put themselves in the shoes of their customers and connect with them on an emotional level. For travel consultants, this requires being more than the “travel booker” , also honing interpersonal skills to listen and connect with what matters most to travellers.

As senior innovation and tech leader Ali Hussain of ATPI Singapore recently noted, “Creating empathy, whether that’s through personalisation or simply through better communication or managing the workflow of nonessential items – I think this will become more and more relevant.”

It should go without saying, but people value warmth and friendliness. Whether on the phone, via email or face to face, communication skills are by far the most important attributes that all travel agents should have.

Strengthening these skills alongside digital capabilities is an important component to succeeding.

Travel consultants can take comfort that they remain the heart and soul of travel agencies.

Through a constant focus on the customer, underpinned by next-generation technology, the future looks bright for those who can continue to build and hone these skills and deliver the best possible traveller journeys.