Bringing Back the Profitable Golden Days!: Understanding the power of the Australian traveller to make travel agency business more profitable. (Strategic Tourism Marketing & Management Book 1)

It is a fact that technology has shrunk our world where the limitation of borders and boundaries exist only in our minds. The role of Brick and Mortar travel agencies in domestic and international travel has changed drastically with a number of these establishments having to adapt to the fast-paced world of better-informed and technology-intelligent clients. These clients demand a kind of service that combines traditional with modern, which can only be provided by agencies flexible enough to embrace both the old and new.
Bringing Back the Profitable Golden Days explores the background against which the Bricks and Mortar agencies have always operated and examines the benefits and drawbacks with this approach measured against the modern travellers’ demands. The ability of traditional agencies to apply lessons from the successes of cyber agencies will determine their survival – these lessons are analysed and integrated into recommendations that will benefit both sectors within the industry.
Traditional travel agencies are in the perfect position to decide their own future: operate within their usual business model and go out of business or change and incorporate new platforms to anchor themselves as experts in the tourism industry. Being able to morph themselves into service providers with one foot firmly rooted in accumulated knowledge and the other gaining a foothold in new technology will ensure they survive the onslaught from cyberspace.
The power of the modern traveller drives this change in the industry, and these travellers will be the ultimate beneficiaries of traditional Bricks and Mortar travel agencies who adapt to these demands.