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Wednesday, March 06, 2019

How a Travel Advisor Helps With Hotel Bookings

In a story I wrote for The Boston Globe on "The Key to Getting a Better Hotel Room," I interviewed Jacob Tomsky, author of the best-selling Heads in Beds (Doubleday). Tomsky, 35, spent a decade in the hotel industry, seven of those years manning the front desk at an upscale midtown Manhattan hotel. I asked him is it better to book a room via a travel agent than to reserve through websites like Hotels.com or Priceline? His response: "From a business standpoint, people who book through third-party travel sites are looking for a discount. The likelihood that they'll return to your hotel is close to nil. So discount reservations are our last priority. They're the ones we put next to the elevator." It also doesn't help that these online travel agents or OTAs are reaping exorbitant finder fees from lodgings, up to 25 percent of cost per room from independent properties, compared to the average 10 percent commission for travel agents.

Hotels respond most favorably to repeat business. If a property like Relais Christine in Paris knows I call them first when booking my clients in that city, they will respond by giving our client the best service and room. Also, a good travel agent knows to call the hotel 2 to 3 days before you arrive to speak to the general manager or director of sales and "VIP the client." It's a business of people serving people. The more you can connect with the hotel, the better your stay. If this is your first time in Paris in 10 years and you only represent yourself, realize you don't have the same leverage as 50 bookings a year at the same property. If you're booking a 4 or 5-star property on your own, you're also missing out on hotels sweetening the pot during your stay. ActiveTravels is aligned with the travel consortium, Virtuoso. When booking one of the upscale properties in that network, we can offer free upgrades, complimentary spa services and breakfasts. 
 
Then comes the research that goes into finding that dream hotel. Google "Italian villas" and you'll see over 59 million results. Have fun with that research. That number will surely increase with the deluge of travel content. In fact, travel advisors have even coined a phrase for the client who spends far too much time researching on his computer, "analysis paralysis." The whole scene is reminiscent of the financial sector a decade ago when investors were enamored with the $10 E-trade. Why use a financial advisor when I can trade on my own? Well, because you don't want to spend a good chunk of your life micromanaging your investments. Today's travelers want someone with expertise to give their stamp of approval, having personally stayed in these lodgings or having known clientele who have stayed there. Thankfully, travel agents no longer sit behind their desks all day researching a trip from afar. They're often on the road gaining valuable expertise by visiting those hotels. 
 

Posted by Steve Jermanok on 03/06/19 at 06:00 AM
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Longtime Boston Globe travel writer, Steve Jermanok, dishes out his favorite travel locales and provides topical travel information that comes across his desk.

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