Reinventing the travel agent in a fast-changing market: Travel Weekly Asia

Despite predictions that travel agents would disappear in the digital age, they continue to play an essential role in the travel industry. However, staying relevant in this fast-changing market requires ongoing reinvention. This was the central theme of the Travel Agents Panel Discussion at CruiseWorld Asia 2024, held on 9 October at Pan Pacific Singapore.

The panel featured industry veterans Jess Yap, founder & director of Intriq Journey; Ong Hanjie, director of EU Holidays; and Dato’ Sri Koh Yock Heng, founder & group managing director of Apple Vacations. The session highlighted key trends and challenges, offering insights into how travel agents are evolving to meet the demands of modern travellers.

Luxury is more than just opulence

Jess Yap, with 30 years of experience in luxury travel, emphasised the growing demand for slow, experiential travel post-pandemic. “Slow travel doesn’t mean people are extending their travel longer, but they are staying in one place longer,” Yap explained, referencing a shift towards more in-depth travel experiences that allow travellers to immerse themselves in a single location. This trend reflects a broader consumer interest in nature, wildlife, and wellness-focused travel.

Jess Yap, founder & director of Intriq Journey: “We’re seeing an increase for multi-generational travel, with grandparents often footing the bill for the whole family.”

Another significant trend highlighted by Yap was multi-generational travel. “Post-covid, there’s this need for people to bond more,” Yap noted, adding that many grandparents are funding family trips, contributing to the rise in multi-generational holidays.

Yap also pointed out the increasing interest in off-the-beaten-path destinations, with demand growing for expedition cruises to destinations such as Antarctica, the Arctic, and even more adventurous locations like Iraq and Afghanistan.

The rise of experiential retail travel

Ong Hanjie of EU Holidays shared insights into how his company is adapting to meet changing consumer preferences by focusing on experiential travel. Ong discussed how the company’s new retail store, launched in 2023 at Suntec City, includes features like a cruise simulator and a golf simulator to enhance the customer experience.

Ong Hanjie, director of EU Holidays: “Having a cruise-designated area in our retail store lets customers know we offer not just land products but also cruise options.”

“Experiential travel gives people that memory… We want to create more,” Ong stated.

Ong also highlighted the increasing demand for cruise packages, particularly for long-haul flight-and-cruise combinations. EU Holidays successfully launched an Arctic cruise package at Natas 2023, which quickly sold out.

This growing interest, according to Ong, reflects a shift in consumer preferences, with travellers seeking longer, more immersive travel experiences.

Addressing changing consumer behaviours

Dato’ Sri Koh Yock Heng of Apple Vacations discussed the changes in consumer behaviour in Malaysia, noting the increasing spending power of Malaysian travellers.

“The middle class has emerged, and the spending power is getting bigger at this moment,” Koh remarked, indicating a rising demand for premium travel products, including cruises.

Dato’ Sri Koh Yock Heng, founder & group managing director of Apple Vacations: “In Malaysia, we’re seeing the market evolve, with more travellers willing to spend on premium cruise packages.”

Koh also stressed the importance of having a strong brand image to build consumer confidence.

Apple Vacations, which recently expanded its retail operations, aims to offer premium products through a combination of direct-to-consumer (B2C) and business-to-business (B2B) channels. Koh explained that the company is also focusing on digital transformation, developing an online booking platform to meet the growing demand for online bookings.

AI isn’t here to take over

In response to the growing influence of digital tools and artificial intelligence (AI) in the travel industry, the panellists discussed how these technologies are being integrated into their operations.

Ong Hanjie revealed that his company is using AI to streamline processes, although it is still in the early stages of adoption. “We use AI as a tool that assists in the planning, but not for the planning,” Ong said.

Yap also acknowledged the potential for AI to improve operational efficiency, particularly in handling labour-intensive tasks in luxury travel. “We are thinking and hoping to learn and propel our technology faster,” Yap commented, hinting at future developments in the use of AI in the industry.

Reinvention is key to survival

The discussion made it clear that while travel agents continue to thrive in the digital age, they must remain agile and open to innovation. The rise of experiential travel, the growing demand for luxury and multi-generational trips, and the integration of new technologies like AI are all shaping the future of the travel industry.

As Koh summarised, “It’s about making customer dreams come true,” a sentiment that underscores the enduring importance of personal service in a market increasingly dominated by digital platforms.