Northstar

22 | www.travelweekly-asia.com TRAVEL AGENTS Innovative agency owners in the United States are turning the conventional brick-and-mortar storefront into a welcoming, mixed-use space where a customer is as likely to find a latte as a brochure. By Jamie Biesiada Agents are finding their places in novel spaces A bar. A restaurant. A lounge with coffee and wine. No, these aren't standalone businesses. They're aspects of travel agencies whose owners have been creative in making appealing spaces that draw in clients, new and old, with innovative features and services. While their business models differ greatly, there are a handful of agencies in the United States today that are redefining what it means to have a storefront agency. In a recent report on the travel agency landscape, Phocuswright identified the trend as the "potential business-to-business collaboration with other service industries, popping up in bars and restaurants. Agents could even be positioned at concierge desks in luxury apartment buildings, suggested Kelly Luf, general manager of Travel Associates, which recently opened a hip space in downtown Los Angeles, Above all, predicted Chuck Joyce, president of A Way To Go Travel, there will be one universal constant: Service will have to be excellent. rise of a new breed of brick-and- mortar agency locations", which "may lead to a new kind of travel agency that is building even better relationships". For travel agents in Asia, the Phocuswright findings provide much food for thought about how they might operate in the future. The rise of uniquely designed agencies Virtuoso first started to see the trend of innovative brick-and-mortar agencies emerge four to five years ago, according to Cheryl Bunker, vice president, US and Canada, for global member partnerships. "Travel advisors really want to have a place that's appropriate to work with their clients, that extends their brand and sets them apart as professionals," Bunker said. Keith Waldon was an early entrant into the space with his agency Departure Lounge in West Lake Hills, Texas, which serves clients free coffee and wine in "a very cool, open lounge concept". Waldon said innovative brick- and-mortar offices offer numerous positives for the agency community. "Meeting with a client at a Starbucks versus meeting at a facility like what we have has made the confidence level much stronger with the client, so that your closure and rentention rate is higher." Erika Richter, director of communications for the American Society of Travel Advisers, sees it as the realisation of a need for a cultural connection. "Just like how travel advisors are becoming popular again, the need to have face-to-face interaction in a space that's cool and comfortable and inviting is really important," Richter said. Travel & Transport's Travel Design Lounge in Omaha, Nebraska, is a full-service agency and a full-service bar. Manager Shelby Goodrum arranges events to introduce new clients to the agency. "The point of the space is really to make the idea of working with a travel agent more approachable," she said. "Each month, we feature a different destination or a different travel theme." For example, if Travel Design Lounge is talking Italy, the presentation could include a wine tasting featuring vintages and varietals from different regions. Seattle-based 58 Stars will attempt to reach clients with a new type of physical presence this spring: pop-up agencies. The pop-ups will be located in a given spot for anywhere from one to three weeks, each targeting a specific demographic. Co-owner Mike Salvadore said they will feature video elements, food, beverages, music and more. "It's important for agents to go to their clients and think outside the box with customised experiences that attract a younger generation that is accustomed to online travel booking services," he said. Face of the future Only time will tell, but brick-and- mortar innovators today have some ideas about what their agencies might look like in 25 years. Tafari's Smith predicts that the travel agency of the future will probably morph into more of a SPOTLIGHT: EU Holidays in Singapore E U Holidays in Singapore relocated its service centre from Chinatown Point to Suntec City Convention & Exhibition Centre in January. More than just a change in location, the new service centre, known as EU Travel Expo, sports a Scandinavian- inspired design with a simple colour palette, and is themed like a mini travel fair. Customers can read about tours at the "roadshow" area, or relax with a cup of coffee at the library corner in the private lounge. There is also a room where pre-tour briefings can be conducted. "Just like how travel advisors are becoming popular again, the need to have face- to-face interaction in a space that's cool and comfortable and inviting is also really important." – Erika Richter, director of communications for the American Society of Travel Advisers. This is an abridged version of Jamie Biesiada's article, which appeared in our sister publication, Travel Weekly USA. Departure Lounge in West Lake Hills, Texas serves clients free coffee and wine in a hip, open lounge. EU Holidays' new office space features a library corner where customers can browse for trip ideas over a cup of coffee.

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