Airlines and Travel Agents Relationship, Essay Example

Studies have indicated that information technology has significantly altered the role of travel agents in the vacation industry in addition to altering the way that they approach booking travel deals. Since the travel industry is based on the processing and communication of information, information technology has improved the ability of agents to quickly discover reasonable deals and to convey this information to customers (Lewis et al., 1998). However, information technology has also enabled customers to search for many deals of their own, which has compromised the role of the travel agent in society. Many travel agents counter this change of status by negotiating deals with various cruise lines, airlines, and vacation destinations so that they will still be able to offer their customers the best rates in light of their ability to access this information for themselves.

In the modern era, travel agents have needed to adjust to the technological presence in a manner that allows them to remain competitive with many online applications that are available to help travelers. In particular, many travel agents are beginning to profit from charging travelers fees for predetermined services, such as providing up to the minute information about flights that employees will be taking, in addition to information regarding travel policies and helping the customers understand complicated itineraries (Alamdari, 2002). Therefore, while the primary role of travel agencies was to ensure that the trip was successfully booked, travel agents are now required to take on a more complex role to remain competitive. Since efficient computer programs have not yet been developed to accomplish all of these purposes, travel agents will continue to be relevant as long as they are able to find new needs within their industry.

Lately, many people have deviated from the use of travel agents not only because of resources available online, but many hotels have attempted to capture additional business by offering full vacation and travel packages to their customers. As a consequence, there is lesser ability for travel agents to freely practice. However, many studies suggest that it is beneficial for hotels to maintain positive relationships with their travel agents because their knowledge of the field is limited compared to their expertise, and the travel agent is still able to provide the clients with resources that the hotel is not prepared to (Tse, 2003). This demonstrates that while people cannot be converted to the use of travel agents for their traditional role in vacation planning, travel agents still play a meaningful role in the industry. Despite the fact that websites and hotels may be able to get consumers a greater bargain on their packages, travel agents still have the most knowledge of these vacation destinations and the additional price for a smoother voyage is meaningful to many travelers.

An important example of a role that only travel agents could fulfill is the ability to understand the health status of the region that people intend to visit. These individuals are aware of how to access care abroad in addition to how local diseases or ailments could be best provided (Lawton & Page, 1997). While computer programs are able to sell package deals for airfare, hotels, and tours, they are not able to provide travelers with comprehensive knowledge regarding what should be done if they become sick abroad and how these hospital or doctor bills will be paid. Ultimately, this shows that there is still a need for travelers to connect with an individual that has an understanding of the cultures that they intend to visit. While this may not appear necessary for individuals who wish to travel locally, it is equally important to consider that the types of health care accepted in different regions may differ significantly between cities. The standard of care between two cities within one country could differ as well. Therefore, it is important to consult the knowledge of a travel agent to suit these purposes.

Overall, it appears that people use travel agents for a variety of reasons. Even before the internet was a factor, many individuals elected self-planning as a travel option. It was found that as the distance that an individual wishes to travel increases, they become more likely to consult a travel agent (Woodside & Ronkainen, 1980). This appears to be the same case among travelers today. Travel agents are still considered to be the experts on foreign travel, despite the availability of the internet and the new ease of self-planning. Travel agents are preferred in instances in which there is little room for error, and are therefore selected for use by business professionals in addition to those who have questions regarding the planning process and do not believe that they would be able to book the trip successfully on their own. As foreign travel grows more complex, it is likely that the need for travel agents will restore. Travel agents can provide their clients with specific information regarding travel in a manner that websites and hotels are simply unable to do. Therefore, travel agents can be marketed on this basis.

References

Alamdari F. (2002). Regional development in airlines and travel agents relationship. Journal of Air Transport Management, 8(5): 339-348.

Lawton G, Page S. (1997). Evaluating travel agents’ provision of health advice to travelers. Tourism Management, 18(2): 89-104.

Lewis I, Semeijn JJ, Talalayevsky A. (1998). The Impact of Information Technology on Travel Agents. Transportation Journal, 37(4): 20-25.

Tse AC. (2003). Disintermediation of travel agents in the hotel industry. International Journal of Hospitality Management, 22(4): 453-460.

Woodside AG, Ronkainen IA. (1980). Vacation travel planning segments: Self-planning vs. users of motor club and travel agents. Annals of Tourism Research, 7(3): 385–394.