A recent Travel News poll has revealed that 62% of travel agents feel threatened by OTAs like Booking.com and Expedia.
Otto de Vries, ASATA CEO, said the result reflected a very real concern in the industry.
“While we understand these worries, at ASATA which represents 95% of South Africa’s travel industry at the head office level, we’re also seeing a growing number of our members embracing technology and demonstrating remarkable resilience in the face of these changes,” said De Vries.
He did, however, admit there was no denying that OTAs had transformed the landscape of travel bookings.
“They’ve brought convenience and a wide range of options directly to consumers, which has undeniably put pressure on many traditional travel agencies to adapt and evolve. However, OTAs often fall short when it comes to providing the nuanced, personalised service that many travellers seek.
“This is where travel agents and advisers continue to shine, offering tailored expertise and support that automated systems simply can’t match.”
De Vries added that many travel agents had adopted omnichannel strategies, seamlessly integrating digital tools – including OTAs – into their service offerings while doubling down on their unique strengths – personalised service, deep expertise, and the ability to manage complex itineraries that online platforms alone could not handle.
“This clearly demonstrates that there is still, and will always be, a crucial place for the human touch in travel planning.”
Balance is key
De Vries highlighted that the key was balance.
“It’s about embracing technology where it adds value, while never losing sight of what agents do best – offering tailored advice, managing complicated bookings, and stepping in when things don’t go as planned.
“This omnichannel approach – combining digital tools with expert, high-touch personal service – is what gives travel agents a unique edge over online platforms.”
He believes OTAs certainly have a role, but that travel agents and advisers are more competitive than ever by blending the benefits of digital advancements with irreplaceable, high-quality personalised service.
“The future isn’t about competing head-on with OTAs. It’s about complementing them, carving out niches, and delivering an experience that goes far beyond what a website can offer.
“While this transition isn’t always easy, ASATA firmly believes that our members and the travel industry are more than capable of navigating this evolving landscape. With an omnichannel approach and by continuing to do what they do best, agents and advisers can stay highly relevant and continue providing immense value to travellers,” De Vries concluded.