Travel agents can better serve their clients through a deeper understanding of their travel needs and desires, writes Mark Murphy, president and CEO of travAlliancemedia. "In effect, your travel 'specialty' is your unique insight into your customer. ... Together with your travel supplier network, you only provide recommendations based on the expressed needs of your customer. In doing so, you add tremendous value to that customer just as the supplier adds tremendous value to your travel business," Murphy writes.

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