Albufeira

A one-paragraph news snippet caught my eye in my morning newspaper today – sadly reporting on the death of a British holidaymaker in The Algarve.

I noticed it because the unfortunate traveller was the victim of an attack by a group of youths in an area not normally regarded as any kind of risk.

Apart from the tragic circumstances of the event it was, apparently, not entirely isolated as an Irish traveller was also attacked last month. Now the Foreign Office has updated its travel advice for this region of Portugal, warning that street crime in the region can occasionally turn violent.

We have seen it before: a series of unconnected coach crashes in the UK meant that every incident involving such vehicles, which might previously have gone unreported, suddenly hit the headlines. I also recall a Caribbean island where one well-documented tragedy had a knock-on effect which lasted for months, even though there was no repeat of similar crimes.

Lindos, Rhodes

At The Saltmarsh Partnership, we have also been involved in salvaging the reputation of destinations dogged by tabloid revelations. The Rhodes resort of Faliraki attained notoriety some years ago when it became a popular destination for young partying Brits and things, to say the least, got out of hand. This also sadly resulted in tragedy.

Faliraki became the new ‘F’-word associated with any kind of youth misbehaviour. Decisive practical action effectively communicated to the media turned the situation around and now it is rarely ever referred to. Indeed, Rhodes as a whole has developed a much more upmarket image in the intervening years.

One hopes those in control in The Algarve have this firmly in mind, as a speedy investment in crime control will provide a massive return in terms of protecting the region’s valuable tourism industry.

And they need to ensure it is effectively and quickly communicated to the travel industry and potential visitors.

Another day, another tale of doom for the high street travel agent. Nobody in the industry is surprised to read yet another story of how the internet now outstrips agents both in terms of travel research and bookings.

Marketing magazine recently reported the latest round of figures in a feature entitled ‘The great internet getaway’. Overall, it stated, the number of high street travel agents has dropped by about a third over the 10 years to 2009. Mintel predictions in the same article suggest that agents’ share of the market will decrease by a further 11 per cent during the next five years to just 35 per cent.

It’s not all bad news, though.  The article conceded that four in 10 people who booked through a travel agent did so to ensure that they are protected if things go wrong – possibly the silver lining in the Icelandic ash cloud for agents.  And when booking a complex itinerary, consumers still favour agents as a time saving option.

Nevertheless, the role of the Internet in doing business is here to stay, so rather than treating it as the enemy, agents would be better off embracing the opportunities it presents.  Take social media.

Small businesses and brand giants alike have woken up to the benefits of being active within social media. Tesco clothing made £2 million in profit last year as a direct result of its Facebook page. Travel companies such as Malaysia Airlines are offering flights and even check-in and seat selection via Facebook. But sales and fat profits aside, the heart and soul of what social media offers businesses is the chance to build an ongoing relationship with their customers.  If Tesco, why not a High Street travel agency?

Travel Agents on a Aruba fam trip

We’re always advising clients that interacting within social media works best if users can relate to a human face – a genuine real live person rather than a logo. And expertise is what gains respect in the land of tweeting, blogging and Facebook updates.  Facebook’s introduction of location specific business pages as part of Facebook Places last year gives high street travel agencies the perfect reason to build a presence as part of the world’s biggest social network. And for seasoned travel agents with years of knowledge and experience behind them, social media offers the chance to become internet stars, or travel Twitterati, and gain wider recognition for the services that they provide. Travel agents can also be proactive about prospecting for business in their local area via platforms such as Twitter.

Forging those links online often results in real life interaction by drawing customers into a travel shop, and by taking an existing face to face client relationship into social media and sustaining it, the chance of repeat bookings increases.

Location based social technology and review sites (Google Places, Groupon, Four Square, Qypeetc.) could also have an impact on passing trade, incentivising shop visits with discounts and pushing local deals to potential customers’ mobile devices.  There are of course some travel agents who are already active in this way, such as Buckinghamshire based, Rendezvous Travel which has a branded Facebook  Group.

So rather than seeing the Internet as an obstacle, perhaps it should be treated as an ally for individual travel agents and high street travel retail groups. Even a way to bring greater kudos to the role sometimes perceived as bottom of the travel food chain?