Travel websites and online advisory may have made travel information easy but they have not challenged the travel agents’ authority, at least not as yet
Type, click and go -- could easily be the travel mantra for those possessing a more nomadic spirit, in a time when internet rules all. It sounds easy and convenient.
Trip Advisor and Booking.com are two websites that have been heard of and used in Pakistan, but internationally the number of such websites has grown. In the past few years, the world has seen Expedia, Hipmunk, Oyster and Airbnb amongst countless others. The comments and reviews on these websites have also grown tremendously -- and, it is this unique feedback from people that lends more credibility to such websites. People rely on the reviews and use the websites to compare airlines, hotels, places to visit, both cost and quality.
And, in doing all this, people should become more independent of travel agents. It should mean freedom from the commission charged by those tedious people who used to plan our trips before. But not quite so in our country.
For most people in Pakistan, when planning to travel abroad, the first hurdle to cross is the visa process. "Pakistani passport is not that valuable so it is important to know how to apply for visa," says Iqbal Sakrani, director Super Travels, a travel agency based in Karachi.
While most countries have online visa application forms with requirements clearly stated on their websites, filling them out is an art. For us, Pakistanis, travelling is more complicated than packing our bags and leaving.
One reason for the growth of self-help online travel planning applications and websites is that airlines, hotels and most embassies have shifted their operations online. So, if you’re looking for an airplane ticket not only is the information freely available on the websites of the airlines but you can also compare and book online.
The downside of this for people in Pakistan is that they feel uncomfortable paying online through a credit card. This is where travel agents swoop in and save their clients the extra hassle.
"There are security concerns when giving out information of credit cards online and a lot of people don’t own credit cards. And, it is a hassle to ask a friend or relative to pay for you," says Ahsan Saleem, who has been in the business for the last 15 years and runs his own agency called Travel Concierge.
Sakrani agrees and adds, "the amount usually exceeds Rs250,000", and this amount not many people can spend on their cards.
Then there is the fear of getting your money’s worth when planning a holiday. Here, travel agents come to your rescue, and offer a guarantee that you will receive the services you are paying for and nothing less.
Saleem highlights the risks involved, "A client, travelling to Turkey, found a cheaper hotel than what I was offering using Booking.com. They reserved it online but when they got there they found that there were no rooms booked and ended up paying more."He also points to hidden taxes, "With an agent, there are no hidden charges."
So that extra commission charged by travel agents provides some benefit after all. For some it’s also more convenient -- the travel agent does all the research and gives you a fully planned trip.
Also, Saleem adds, "Clients come to us and ask us to design a package similar to what they have seen somewhere online. So, we do it for them. They are clearer on what they want."
Because of this awareness through online travel applications, "People have started to compare prices and most of these websites do offer cheaper rates," agrees Sakrani.
This, however, does not mean that travel agents are becoming redundant.
While most of these websites seem to be doing very well outside of Pakistan, Nishat Mummunka, a travel agent based in Lahore says, "Not even one per cent of people travel through internet in Pakistan. People are not that tech savvy so they rely on agents to do the work."
Sakrani explains, "Pakistanis want personal advice so travel agents are still very relevant."
The World Travel Trends Report, produced by IPK International, looked at the travel trends during the first eight months of 2013. These trends showed a growth in both online travel websites and travel agents since more people are now travelling abroad from their country for leisure trips. The growth in tourists and travel agents has largely been from countries like China and India, also known as emerging markets. Since most people travelling abroad are first time travellers, they rely on travel agents.
Internet has made a travel agent’s job easier, for an informed client, who knows what they’re looking for is easier to handle than someone who might have unrealistic expectations based on more glamorous postcard versions of places. Also, websites of hotels and airlines have also made things more accessible for travel agencies.