Accor: Tailor-made Travel Advisor Support a Top Customer Demand

Bespoke services that can facilitate stress-free travel are a leading consideration for leisure travelers, found the latest report released by hospitality group Accor.

According to the “Tailor-Made Touch or Digital Efficiency” report which examines the strategies, technologies and trends impacting leisure travel post-Covid, providing highly-personalized services can offer travel agents a competitive advantage over digital platform competitors. And although digital technology is important in travel, it still must support the ability to provide the ‘human touch’ if travel advisors are to truly differentiate themselves.

Photo source: Accor.

Indicatively, a Federation of Hellenic Associations of Tourist & Travel Agencies (FedHATTA) study on Greece released earlier this year found that Greeks are still seeking the guidance of travel agents despite the onslaught of new technologies and online options.

“Consumers increasingly value the ability of travel advisors to remove the stress from their trip, tailor it to their preferences, plan every last detail in a flexible way, and be the reassuring presence that takes care of problems when they arise,” said Saskia Gentil, SVP Sales, Europe & North Africa Accor.

“This ability should be maximized,” Gentil added, noting that bespoke services “allow travel advisors to exceed expectations, delight customers and build an emotional connection that others cannot”.

At the same time, the report found that although the ongoing digital transformation of operations is vital, even more important is the need to develop the services and nurture the partnerships that can help travel advisors connect with their customers on a level that is beyond what alternative intermediary models can achieve.

In this direction, Accor analysts underline that travel planners must be able to understand the changing desires of leisure travelers which should include knowing where they want to go, what they want to do, how they want to feel and at the same time know the inventory, partners and the local know-how to provide their clients with relevant options and insights.

Photo source: Accor.

Travel advisors should also integrate technology into their work to help them access the wide variety of inventory; access powerful digital distribution channels; better understand their customers, market themselves and provide more sophisticated and efficient services.

Accor hospitality group consists of more than 5,300 properties and 10,000 food and beverage venues across 110 countries and boasts a portfolio of distinctive brands and more than 260,000 team members worldwide.