Column: Agents must educate clients on price vs. value

08/5/2009 | Travel Research Online

Columnist Richard Earls argues that not only do travel agents need to train their clients on the difference between price and value, they must show that they understand the difference through their practices and policies. "Naturally, it is easy to illustrate that value is a lot more than price when we are speaking to your client's behavior," Earls writes. "But how often, in our own travel practice, do we find ourselves choosing the cheapest option, passing over the better quality choice, because of price and price alone?"

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