Need to Know Research: The Power of the Advisor-Supplier Relationship

The COVID-19 pandemic has had dire effects on the travel industry, with many finding themselves out of work. But suppliers should be careful not to lose the connection with their travel advisors, according to a new survey of nearly 300 agents, part of TravelAge West’s Need to Know research series.

An overwhelming 85% of respondents think it is very important to develop personal contacts at companies they work with, and 90% believe they book more when they have a human connection with a company.

Although 85% say that these relationships are even more important since the pandemic started, 69% report that they have lost a trusted supplier representative since the beginning of the crisis.

“I believe relationships are extremely important with our suppliers,” said Theresa Gruben, an advisor with Frisco, Texas-based Lone Star Travel. “During the pandemic, it was — and is — very critical that I have these connections in place. They have helped me tremendously working hard to navigate the murky waters from the wrecking ball [that is] COVID-19. The suppliers and trusted companies that I’ve worked with for many years have been such an asset to me, and our relationships have actually strengthened due to the pandemic.”

Nearly all (91%) of advisors say they have reached out to a company rep when they have had an urgent problem with a client. About one in three advisors (31%) indicate that they are the first to reach out to a rep all the time; 44% say they do that most of the time; and 23% say they do that some of the time. Only 2% say they never contact a sales rep first.

“I absolutely believe having a relationship with a BDM or DSM is important,” said Angela Carris, owner and vacation specialist at Magical Destinations Travel, based in Gulf Shores, Ala. “I have reached out many times to get special things lined up for our clients or to have a situation be resolved if need be."

The survey shows that human relationships are critical throughout the travel industry. Nearly all (97%) the respondents feel the recommendation of a fellow advisor is either somewhat or very important when deciding whether to book with a company. And more than one-third (34%) of advisors say they are very likely to keep in touch with a rep when they move to another company. Another 57% say they are somewhat likely to do so.

“I definitely tend to quote and sell resorts much more where I have a relationship with the BDM,” Carris said. “Often, I have gone to meet the BDM in person at the resort and have gotten a tour of the property, or even stayed there, so it’s much easier to sell. I feel these relationships are very important in our industry.”