Training, packaging, smiling

ATN talks to International Airline and Business Academy president Dr Danny Denish.

ATN: Do you think travel agents are interested in additional training?
The front liners are interested, but the managers are not, because they always bring it back to the cost.

I think managers should view training as a long-term investment, especially now.
Travel agencies are losing money to the web and there are a lot of issues with getting to a travel agency and the experience you have when you get there.

There have been so many surveys about the lack of quality service in the region and somebody has to develop the training in order for the trade to move forward, but everybody has to work together.

ATN: Does the government have a role to play in the training of agents?
At this stage I don’t think we have to pinpoint. I think the travel business is your business and collectively, without fighting with your neighbour agent, agencies should see how much more business they can do.

They should also focus on how to give customers the best possible service.

ATN: Are travel agencies going to have to completely rethink their structures with the rise of the internet and cutting of airline commission?
Certainly — the whole region is suffering because of a lack of training and remodeling is needed to move forward.

I used to tell travel agents that the internet will take over, but people don’t realise how difficult life will eventually be for them.

We have to find out how the travel trade remains positive and can offer a value for money service for customers. f you take Europe as an example, everyone can do anything from behind a laptop. If we see that happen in the Middle East, which I think we will with the amount of expatriates coming to the region, agencies will have to offer packaging.

With all the airlines available in the region, I’m 100% certain they would be happy to work with agents to create packages.

Packaging is an art and from the Middle East there are so many opportunities towards Africa, Iran and India, which are not readily available in Europe.

Expatriates are keen to go to the Far East, the Indian subcontinent, the Maldives and Africa so that is a big opportunity not yet exploited.

That is why we also offer a ‘how to package’ course for agents — packaging is a beautiful opportunity, because you get to spend a lot of time with the customer and can develop a relationship.

If you take the big players in the region, most of their staff are only competent to write a ticket and nothing more.

Managers have to make the effort to train staff to sell insurance, car hire, fly drive, hotels and package — that is where the money is for agents.

ATN: What would you like to change in terms of the levels of service in the region?
I would love to see the whole of Dubai have a lifestyle focusing on customer service, because Dubai needs it very badly.

All the malls are very clean with neat staff, the best uniforms and a nice smile, and they greet you, but the product knowledge is not there and relationship building with customers isn’t happening.

Some of the travel agents we called for our research were so rude — when we asked for a person they said ‘he’s not here’ and the phone was put down. We need more customers to come to Dubai and enjoy what it is on offer and customer service needs to be a huge part of this.