Columnist Arnie Weissmann explains that at the annual Vacation.com conference earlier this summer, he asked a panel of cruise line executives and V-com CEO Steve Tracas whether "too many travel agents sell on price, not value." The cruise executives said "yes," and Tracas insists that isn't the case. "It's a misconception that agents sell purely on price," Tracas later wrote in an e-mail to Weissmann. "Every report I've seen shows the agency distribution channel generates the highest transactional revenue of any channel. I don't feel that the perception [that agents sell on price] serves the industry well and would love to put this myth to bed."
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