|
Non-IATA
Agent Proves STAR Performer In Cruise Marketing Segment
Truth is sometimes stranger than fiction, which is more than
evident in the misconception that a non-IATA travel agent
lives in the shadow of an IATA agent. The reality is just
the contrary.
The most imperative factor to a travel agent’s survival
today is to reposition himself as a travel consultant. Travel
agents cannot survive on revenue ticketing alone. The market
has matured, moved in favour of the diversfier and is no longer
the sole domain of the IATA agent.
Post 9/11, only a few with vision and grit managed to tide
over the crisis. Pradeep Saboo, managing director, Guideline
Holidays is one such person. Saboo broke out of the mould
of a non-IATA travel agent by carving a niche as a cruise
operator. While most IATA travel agents were reeling from
the 9/11 impact, Saboo was riding easy as a PSA (Passenger
Sales Agent) for Star Cruises. He was even declared by Star
Cruises as the cruise operator to churn out the highest revenue
for them in India in year 2001. This non-IATA agent had outperformed
most of his IATA contemporaries, making it clear that it takes
more than an IATA registration to succeed.
The moral of the story is that niche marketing coupled with
impeccable service and sophisticated technology will see travel
agents through the tough and turbulent times ahead. “Progressing
from revenue ticketing, non-IATA agents can also opt to become
PSAs for cruise and hotel products, which is far more lucrative.
Specialise and concentrate your efforts and resources, that
is the name of the game. This has been my winning formula
and so can it be every travel agent’s,” reveals
Saboo.
Destination travel, as the average Indian is waking up to,
is all about the experience. Therein lies a new horizon, a
new frontier, a great opportuinity for a travel agent’s
evolution to a travel consultant. Travel agents must prepare
themselves to face the onslaught of change and ensure that
they devise their own plan to run a profitable business.
|
