By Joe Maloney
Vice President of Travel & Retail Operations

I frequently field the question “Do people still use travel agents?” A logical assumption is that in today’s world of limitless access to information and booking options, you can just as easily do it on your own. I’m here to say you might get lucky putting something together that might go well, but you’ll miss out on knowing how to maximize your options and the things that would have made it a better experience.  

The real issue, however, is that most people don’t know enough about what makes a truly great experience to do it themselves. How to build the balance that separates the truly great trips from something that was OK.

I would argue that there is too much information available on the web today, and if you don’t know what to look for it can be just as daunting as having too little information. Many less-than-ethical companies will prey upon uninformed consumers with smoke and mirrors in their positioning.  I cannot tell you how frequently we get heart-breaking requests at AAA to assist with a vacation that someone booked on their own, and it went terribly wrong.

Just as everyone with a Series 7 license twenty years ago who called themselves a stock broker, those same professionals are now called financial advisors; they still execute trades, but now as part of a larger life plan. Similarly, true travel professionals’ partner with their clients to optimize travel experiences to create trips of a lifetime or as part of a larger bucket list ambition. The term “agent” may imply to some that they just take a booking, I can assure you that the best agents add a ton of value. They can take an otherwise commodity travel purchase and tailor it to a program designed around your tastes and preferences. Just as good financial advisors are doing very well in this day and age, the really good travel agents today are worth their weight in gold.

And just as a credible financial planner would only recommend safe or highly rated financial products, a professional travel agent will only recommend quality companies on solid financial footing. People whose starting point is to prioritize the best deal often have no idea how precarious that can be. Little do most people realize there is usually a very good reason for steeply discounted deals, and there is nothing more heartbreaking than seeing a couple save for their trip-of-a-lifetime only to lose their money and have dreams shattered due to a company becoming insolvent.
So how does a true travel professional make a difference? I’ll share one very common example.

Here is a typical scenario and conversation that a travel professional has almost every day. A couple walks into a AAA Colorado office and meets one of our professional travel agents. They sit down with the agent and say they want to go on a ‘Mediterranean cruise. A pretty typical request these days, but the following conversation could apply to any type of travel. The travelers may have even done a bit of research and can offer a starting point but many times they don’t know where to start.

The conversation likely goes like this:

First the travel pro will ask a few questions. “Is this trip a family trip? How many people? Is it a romantic getaway? Is there a specific site, country or location that is a priority for you?” Based upon the reply, the agent will then recommend the most appropriate company and vessel. Or they may start with the itinerary and then recommend a ship. Let’s say the agent recommends the most popular route – Venice to Barcelona, on a favored vessel within budget that is assured of delivering a first-rate experience.

Next comes the cabin. Let’s say the client wants to go in late September. This happens to be my favorite time in the Mediterranean as the summer temperatures have abated, crowds decrease by October, and its harvest season. However, any seasoned travel pro knows that the eastern Med can be a bit choppy in the fall, and while it shouldn’t matter on a large ship, our agent will likely recommend a cabin located mid-ship, so our clients experience less rocking movement. Based on budget and other factors, they will decide on a cabin and the agent will get that booked for our client.

Then comes the dining. There are several considerations when deciding whether to book the early seating or later seating.  Are there shows our client would like to attend? Will evening gambling be a priority? Will it be a goal to stay ashore as long as possible in each port?  After deciding which seating our client would like, which the agent will book for them, we should consider the specialty restaurants that the ship has. Our agent may have a recommendation based on reviews and feedback we’ve heard from other clients. Based on the sailing schedule, there may be certain days that make a special dinner more appealing. Our agent will make all those bookings for the client.

Sifting through the shore excursions. With most ships, in every port of call, there are a myriad of choices to consider. On my last cruise, there were 8 to 12 shore excursions for every port and I felt overwhelmed. Which is best? Do any appeal to specific interests? Can any of these ports be enjoyed by just walking ashore and not doing an excursion? And, excursion costs can become a consideration. Our agent will go through the choices and based on reviews, feedback, and personal experience, will assist the client in making sound choices that are best suited for them. Most importantly, the agent will make the reservations at the right time. Because most ships allow the clients with the highest category suites to reserve first, the order in which you can make your reservations depends on the cabin category; our client may not be able to secure their choices for months down the road.  Our agent will make the reservations and will handle the booking at just the right time.

Taking advantage of the best deals and your AAA Member Benefit. Because AAA happens to the largest purchaser of leisure travel in the United States, we have negotiated concessions from travel companies that other agencies do not receive. They could be dollars off, cabin upgrades, or shipboard credits. Our agent will educate and apply those member benefits to the booking, which always ensures a great deal.

Sorting through the recommended pre-stay. As part of any mission to ensure they curate the best possible experience, the agent will suggest at least a one-night pre-stay for a longer haul embarkation point so their client can get a leg up on jet-lag and not begin their journey bewildered and exhausted. If the trip begins in Venice, our agent will likely recommend the clients come in at least one day early. But because Venice is so special, two or three days may be even more desirable. Our agent will recommend a centrally located affordable hotel, sightseeing options and restaurant recommendations. Our agent will make all those reservations for the client.

Then comes the flight. Finding the best route and rate. Coach or business class? And possibly a post-stay depending on the flight schedule or special interests. Our agent will book all of that.

Should you insure this trip? And what is the best policy for your individual situation?  Pending the decision, our agent will book that for them.

There could be many other details, including post-stays or additional reservations for attractions while on the trip (people regularly book Opera performances or special museum visits while in European cities). Every conversation is different, and the itinerary could evolve further based on this client’s hopes and dreams.

The point is, this travel professional just saved our traveler countless hours, ensuring things were done correctly and on time, and provided peace of mind that this dream ended up being tailored to meet their individual needs. They added significant value through their knowledge, expertise, and service. Many people believe that, armed with a computer and the internet, they can do it themselves. I’m here to tell you that you cannot do it nearly as well as a pro. Travel agents speak the language of travel every day, all day, and even when they get thrown a curve ball and don’t know the answer, they know where to look.

This topic was illustrated to me vividly when I recently met a couple in the Frankfurt airport. The gentleman was talking about how great his travel agent was and recounted how, in planning their current trip to Israel, he had requested a layover in Cairo because they’d never been there and wanted to see the Pyramids. Their agent deftly steered them to better options, explaining that due to political tension, their entry into Israel from Cairo would likely be tense and difficult, whereas routing through Athens should be routine. As he was telling me the story it was apparent they were very confident in their buying decision and extremely grateful their agent had eliminated significant stress from their journey. I couldn’t help but wonder how they would have fared had they booked that trip on their own.

Do yourself a favor. Allow yourself to sleep at night knowing that you chose a credible company to travel with, knowing that your upcoming trip was tailored to meet your goals, it was done correctly, and knowing that you got the best deal possible.

Safe travels.