It’s safe to say that the TravelMedia.ie team had a fantastic time at the ITAA Conference in Jerez last week. Sure, catching a few rays after what has been a rather miserable summer and enjoying the local festivities (flamenco dance anyone?) was brilliant, but what really stood out for us was the high standard of talks given by some of the travel industry’s finest. The message throughout the conference was clear – if you are running a travel agency in the digital era you must ‘Embrace the Future’ and stay relevant for an increasingly educated and aware client base.
If you change nothing, nothing will change
No one iterated this more clearly than Stephen McKenna, CEO of Atlas Travel and GoHop.ie, who has more than 20 years of experience creating and promoting travel brands under his belt. Stephen opened his presentation with Albert Einstein’s humorous definition of insanity – “Doing the same thing over and over and expecting different results”. It seems obvious but, as Stephen testified, a surprising number of Irish brands continue to promote their products and services using outdated platforms.
As more and more people become connected by smart phones and tablets it is essential that travel companies join their consumers and jump into the digital deep end. This is a very exciting time for businesses – get to grips with the digital economy and enjoy unprecedented opportunities, fail to do so and fall behind. The likes of Google, TripAdvisor and Ryanair already have it sussed and are currently developing unique technology to ensure their customers are better informed. It’s up to those of us who are running a travel agency on a daily basis to follow their lead and start embracing change.
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Running a Travel Agency – Communication is key
That being said, we need to be careful about relying too heavily on digital mediums in the way of verbal communication in the workplace. Sure, sending an instant message or email on the go is quicker and may seem simpler than a sit-down chat but there is much room for confusion and misunderstanding. We’re big advocates of face-to-face meetings here at TravelMedia.ie, something that was affirmed by Stephen’s presentation.
Using his own company as an example, Stephen discussed the need for weekly and monthly team meetings, as well as stand-ups, one-to-ones and performance development sessions. GoHop.ie have also encouraged ‘inter-company silos’ – role reversal exercises to show staff what working in different departments is really like, and allow the company to clearly define its vision, mission and values. It’s through verbal communication that businesses can establish their USPs and differentiate themselves from competitors – which can then be pushed through online channels.
Enhance every customer experience
Another key point Stephen expressed was the need to put the customer first at every turn – not just digitally. While keeping up to date with the latest social media trends and ensuring you are ahead of the curve is important when endorsing your brand, so too is picking up the phone and answering customer queries in person.
The same goes for your staff. Treat your team well to ensure they live up to your company values and relay these at every turn. This doesn’t just mean annual bonuses or a standard Christmas party – think outside the box! Make your workplace a fun, happy environment, one in which your team’s individuality is privileged and their achievements are rewarded. We’re already pushing for massage treatments and food hampers in the TravelMedia.ie office!
Harmony between online and offline marketing
What was the main point we gathered from the conference? Running a travel agency in the digital era means we need to embrace digital trends with open arms, yet remain loyal to the people that drive the business – both consumers and team members. Download the latest app, read up on the most recent Facebook advertising update and consider a company blog, but also spend time on the ground getting to know what drives your target market and motivates your employees. Your business will thank you for it!
What do you think? Have online channels trumped traditional PR avenues once and for all? Or do we need to be wary of relying too much on digital platforms in the 21st century? Tweet us @TravelMedia_ie and let us know what you think.