Column: Agents can shape public opinion through a combined effort

07/25/2013 | Travel Research Online

The industry's recent quarrel with Woman's Day shows that agents can band together to defend their profession against false information, Richard Earls writes. The next step should be to use that collaborative energy to educate the public at the community level regarding the value of using travel agents, Earls writes. "As an industry, we cannot afford to merely react each time a publication writes an article with a more or less degree of accuracy. Taking a proactive marketing position will help ensure the next time a consumer thinks about travel, they think about a travel professional," Earls writes.

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