Why Travel Advisors Matter Now More Than Ever

Despite the abundance of booking websites and plugins, guests still want to plan their trips with a real live expert.

Travel agents – or advisors as they are now more commonly referred to – still hold a prominent place in the hospitality industry.

Consumer research from the American Society of Travel Advisors reveals that half of guests are more inclined to book their trips with a travel advisor now than they were before. With exclusive access, connections, and insider knowledge, it’s no wonder travel advisors are sought after for the ultimate vacation experience.

So what’s the point of booking through a travel advisor when technology has made it so easy for guests to do it themselves? The answer may lie with an established search engine optimization – or SEO – acronym.

E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) is a Google term associated with search engine algorithms. Writers consider these criteria when trying to create far-reaching online content that both Google and users will trust. Ironically, when these digital concepts are applied to the human side of hospitality, it’s revealed how travel advisors can provide a boost to businesses that digital booking tools cannot.

Experience and Expertise

Seasoned travel advisors stay on top of the guest experience from beginning to end by anticipating needs, intercepting problems, and creating a better overall experience. The happier the guests, the better experience they’ll have. This bodes well for hotels that receive customers that are already satisfied upon arrival. It also encourages guest loyalty.

Travel advisors also assist in ways computers can’t because, ultimately, nothing compares with human interaction. Good ones know the ins and outs of the business, utilizing established connections that provide helpful options when problems pop up.

Authority

Being included in a reputable advisor’s portfolio is not only likely to generate more revenue – it can also encourage guests’ confidence when trying something new. It’s common knowledge that guests rely on reviews from real people, so adding to that process the guarantee from a travel professional can confirm for guests that their money will be well spent. Travel agencies thrive on customer loyalty, so steering guests in the wrong direction is not in either party’s best interest.

Another reason successful travel advisors score big as authorities is because this is all they do. What traveler wouldn’t look to someone whose sole mission is to seek out the best places to stay, the best excursions to enjoy, and the best ways to get there? Guests booking through real people get real results – and they can rest knowing that if things are not as promised, someone will be held accountable.

Trust

Trust is the ultimate goal because it builds relationships with guests. Travel advisors achieve this in many ways.

Travel Agency Manager Yasir Khan says that successful travel agencies aim to “reward customers for their trust” and “create a bond” that keeps guests booking with the same advisor again and again. Loyalty programs provide incentives and assure guests that advisors will send them to places they stand by. Once a traveler experiences the convenience and pleasure of a perfectly planned trip, it will be hard for them to go back to the usual travel websites.

E-E-A-T is bigger than SEO

When applying this acronym to the role of travel advisors, it’s clear they can help the hospitality industry come out on top.

The E-E-A-T breakdown shows why investing in relationships with travel advisors can pay off for guests and hotels alike. Using the SEO-related success structure to measure success in the hospitality industry means that travel agents make a positive impact, having the ability to increase business and revenue when relationships with them are leveraged.

It’s also apparent that guests are still seeking out human professionals to help them arrange travel (despite the abundance of technology that was created to do the same job).

Travel advisors can advise guests in ways search engines and digital tools cannot. When thinking about experience, expertise, authority, and trust – all of the things that are important to get noticed online – it only makes sense to invest in connecting with a travel professional.

Guests value travel advisors, and hotels should, too.

Hotels that work with travel advisors will be more likely to enjoy filled rooms, and they will probably see a lot of happy guests as a result of a stress-free booking process and plenty of fun activities that will be ready for guests to enjoy upon their arrival.