Become a Home Based Travel Agent

Microsoft or Apple,
Which Is Your Business Like?
By Tom Ogg

I recently contracted a virus on my Dell Notebook computer and, as usual, I took it into my local computer guru for service and to eradicate the infection that was slowly eating data on my hard drive and advising me to “Click Here” to reformat my “C” drive like it was a command from Microsoft headquarters.

The very next day Joanie returned from an extended trip where the pigtail that connected her to her notebook computer shorted out. She made an appointment at the Apple Genius Bar and we stopped at the one by PF Chang’s in Temecula before meeting our son Andy for dinner. The Apple employee not only gave Joanie a new pigtail for free, but she noticed that Joanie’s keyboard had a small crack in it and offered to replace the entire keyboard for free while we enjoyed our dinner.

The two experiences made me think about the differences in corporate culture between the companies. One (Microsoft) clearly fits the mold of an online travel giant. They offer a low price point, virtually no support or service for their client, a product that is inferior in every way and they have virtually no relationship with their customers who are left to fend for themselves when problems occur.

Apple, on the other hand, seems to operate like a small travel professional. It offers a much higher price point, but backs up their pricing with quality and value. Their equipment and software is virus free and works 100% of the time without the consistent failure one experiences with Microsoft products. Apple offers unlimited free support and service and maintains a personal relationship with their customers that turn them into their most effective marketing force through word of mouth testimonials (much like this article). By opening retail locations throughout the U.S. where their customers can evolve a relationship with an Apple employee, Apple has gained the advantage of having a high touch connection with their customers. While once heavy Microsoft users, our family has converted to Apple products almost exclusively (I will eventually trash my Dell as the last Microsoft product we use) and it seems that people everywhere are making the same decision.

So why is Microsoft and Apple’s market positioning so important to home based travel agents? Because the differences are exactly the same those that home based travel professionals face every day against the online giants. Here are the key elements.

Price Point, Quality and Value: Online agencies are great for commodity type transactions such as one-way and roundtrip airline tickets, simple hotel and car reservations and the like. When the transactional price point inches up to include complex leisure transactions, international air and land reservations, tours, cruises and such, then a customer is much better off consulting a travel professional. This would be the same as a consumer using LegalZoom.com to obtain a simply rental agreement, but would consult a knowledgeable attorney for a complex agreement. This should be a strong part of your message to your clients. Booking more sophisticated travel with online agencies and expecting that things will go well is like trusting Microsoft to protect you from viruses.

Support and Service: Clearly, this is a huge difference between booking with a large online agency and a local travel professional. Like with Microsoft, consumers have little recourse when things go wrong. They are left on their own to figure out a solution. But, like Apple, local travel professionals may offer unlimited support to clients and a level of service simply not available from large online agencies.

The ability for a home based travel professional to be available when a crisis erupts during a client’s travels sets them uniquely apart from large online agencies that do not offer the same level of support and service. This is critical for clients to understand, especially in today’s complex world of traveling.

Relationship: Other than brand loyalty, Microsoft has virtually no relationship with their clients and this is the same with large online agencies. Apple’s local storefront locations and Genius Bars allow their customers to associate a name and face with the company, which engenders a strong connection between the customer and Apple. This relationship is how Apple continues to grow, while Microsoft continues to lose market share. Sharing a meaningful relationship with your clients is something that no online giant can possibly replicate and is at the center of your value proposition.

Home based travel professionals are not in competition with the mega online giants. But offer a completely unique value proposition. They should be quick to point out that while the online giants are great for simple transactions, the expertise, service, support and relationship gained by working with a local travel professional far outweighs dealing with an entity that offers none of these qualities. Make sure that your marketing materials shout the differences and watch clients seek you out.