4 ways agencies can take control of their future

By Jonny Blackler.

IATA has set an ambitious target of 100% industry readiness for bids and orders by 2030. And while most of the work needed for the industry to transition from traditional commerce to the future falls on airlines and technology providers, agencies must be involved in the transformation to stay competitive and avoid business disruption.

1. Learn more about NDC and bid-and-order selling
There are big changes on the horizon that will affect the industry in the coming years, so travel agencies need to learn about the industry standards and concepts that are being introduced . Sabre's NDC resources for travel retailers and Future is Open campaign are starting points to understand technical standards, industry structural changes and potential benefits. 

2. Discuss the future of travel retail with technology providers and airlines
Agencies can begin to discuss future retail challenges and opportunities with their suppliers, technology providers and content distributors. Asking questions about NDC and bid-order commitments, plans and progress can help agencies prepare.

For example, what content and capabilities will be available? How is this different from what is available today? What does NDC mean for travelers? How can agencies balance existing and new technology?

3. Plan for business changes
After learning about the opportunities and challenges, it's time to start planning. Agencies should expect to make changes to the commercial, operational and technical aspects of their businesses.  

Bringing together leaders from across the agency will be crucial to ensure that all aspects of the transformation are considered: revenue streams, customer acquisition and loyalty, online booking tools workflows, value proposition, customer service, training requirements and more.

4. Attend travel industry events
Lastly, agency leaders can make their voices heard at industry events. Travel media groups and associations host events around the world for industry professionals to discuss trends, new technologies and challenges facing the ecosystem. IATA also organizes its own events, such as the World Passenger Symposium annual, which is open to agencies, airlines and technology providers.

Travel agency voices are heard by Sabre

As a leading GDS and technology provider, Sabre works with the entire travel ecosystem, including thousands of online travel agencies, travel management companies, leisure agencies and corporations. The voices of agencies working with Sabre are heard through a number of channels, including strategic partnerships, an NDC client advisory board, and Sabre-hosted events.

Strategic Alliances. Sabre has entered into significant new partnerships and renewed ongoing relationships with travel agencies in recent years. Last year, Sabre and American Express Global Business Travel signed a 10-year partnership to develop the distribution ecosystem for corporate travel.  Sabre and Hopper also renewed and expanded a partnership with a joint roadmap to evolve the online travel market and customer experience. Partnerships like these focus on the specific wants, needs and frustrations of travel agencies.

NDC Customer Advisory Council. More opportunities for agencies to discuss their needs include the Sabre NDC Customer Advisory Board (CAB). The CAB group brings together airline executives with leaders from travel agencies, corporations and other travel technology providers to explore what NDC and offer-order-based retailing look like for the entire industry. Giving agencies a seat at the table means Sabre considers them throughout the technology transformation process.

Events organized by Sabre and the industry. Sabre also hosts workshops throughout the year and attends dozens of industry conferences and symposiums to meet with agencies, clients and non-clients alike, to discuss the latest developments and challenges they face.

All the knowledge from associations, events and personalized business support gives Sabre a complete view of the agency's needs. These combine to build a foundation for supply and order-based commerce that values ​​the role agencies play in the global travel ecosystem.

To take control of their future, travel agencies must be proactive. Through education, planning, discussions, partnerships and more, travel agencies can get out of the middle seat and have a say in the future of travel retail.

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