“I read with interest your article ‘Make switch online and reap rewards, agents urged’ (Travel Weekly, October 19) Travel agents would be making a big mistake if they were to drop all traditional marketing methods.
While the success and effectiveness of the internet can’t be overlooked, it offers a solitary purchasing experience. There is very limited physical browsing opportunity. Whereas a travel brochure is easy for customers to flick through and view several destinations in minutes.
Successful travel companies will be those that embrace the multi-channel approach, whether they are bricks and mortar travel agents or dot-coms that also offer paper-based browsing options.Businesses must offer customers the control and flexibility to select the most convenient buying method for them.”
As reported in Travel Weekly
