Think back to last week when we gave yet another example of our exemplary “Travel Professionals” and their bizarre behavior.

Since we spent time highlighting how poorly one segment of our industry can behave, I thought I’d spend an equal amount of time highlighting a perfect example of how another segment can respond. What’s even cooler – it comes pretty close to what I suggested as a viable solution for our “Professionals” last week, and how they should respond to the iTrek promotion about them being – well – “dead”.

There’s a right way to do things – and a wrong way. The wrong way leaves everybody involved feeling bitter and angry – which also leaves the industry exhausted and void of any hope.

The right way is getting some pretty good press with people talking – and laughing.

I first found this story on Twitter from PhoCusWright. (we’ve written about PhoCusWright before) We’ve all seen the “Bags Fly Free” promotions of Southwest Airlines. I’m not so sure you’ve seen the latest in this series of commercials. (I know I haven’t – but I don’t watch that much TV.)

The latest installment entitled ‘Battle Cry’ (shown left) highlights the now familiar Southwest baggage handlers who charge another airplane on the apron, only to flash passengers on another airline with individual letters painted on their bellies – which spell out the words “Bags Fly Free”.

It should be noted that the “competing airline” wasn’t blatantly obvious to the average viewer, but it was pointed out that the airline that Southwest baggage handlers “flashed” was Airtran. (The logo was blocked out on the plane in the commercial.)

As thing often do, word began to spread about this new Southwest commercial and questions and rumors began to circulate that Southwest was “dissing” Airtran.

Airtran had a couple of choices here.

They could have reacted like our “travel professionals” as petty and angry to strike an attack on Southwest with a bunch of bad press and move to “out” Southwest for the commercial.

Or respond with its own internal commercial which pokes fun at Southwest.

It should be noted that Airtran has not made any public statement about the commercial – but instead responded on its internal website for Airtran employees to view. (In other words, you won’t see this on TV) It also added this statement with the following video to the Airtran family:

“We’ve heard from many Crew Members from around the country about a funny ad currently running on network TV. We’ve been asked again and again how we planned to respond. Well, we thought about it and thought about it and decided to not respond at all. After all, focusing on running the best low-cost carrier in America is enough to keep us busy.

BUT…if we were to respond, it might look something like this:

Thanks to all of our volunteer Crew Members for donning these costumes and playing along. Your dedication to AirTran and your performance was truly MMMOOOOOOOving.”

It’s obvious that there’s no need for Airtran to get bitter or angry because Airtran happens to have viable service and sufficient market that flies with them. In other words – they’re far more secure in their own product and service than our “travel professionals” appear to be.

Does everyone need to fly with Airtran? No. They also understand that they can’t be everything to everybody. There’s more than enough market to go around, and Airtran isn’t about to take its eye off the ball simply because someone else takes a pot shot at them.

While they did spend some time putting this piece together, it’s all done in good fun and leaves everyone in a good “moooooood”. (Sorry, had to do it.)

That’s what true “professionals” do. It’s called re-framing, and good leaders know how to disarm a potentially volatile situation with grace and humor.

Now if it could only branch out to those who truly need to lighten up. They might be able to attract some positive press like this, and actually attract clients instead of pushing them away.

The only question I have is: Will they figure it out before it’s too late?

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In my short five years in the Travel Industry there’s one thing that I’ve come to not only know, but expect from traditional Travel Agents:

They absolutely LOVE to complain.

In all the industries, all the companies I’ve worked for during my adult life, I’ve never seen an industry so quickly drawn to anger and criticism the way Travel Agents are. It’s no wonder so many of them have gone out of business. Currently, with two thirds unable to show a profit last year, one might suggest that a bit more focus on their own business would be in order – rather than spending time and energy on someone else’s.

Not Travel Agents. They relish the role of victim and have an uncanny way of finding something to complain about – even if it’s a half a world away.

I first caught wind of this iTrek story and promotion in Australia called “The Travel Agent Is Dead” at the beginning of the month. I didn’t think much of it, nor was it “news” to me by any means.

As we’ve come to expect, the industry can never let anything go. Quite the opposite. Since the initial story posted on March 8th, there have been numerous other articles on the progress, compounded with more bickering back and forth within the community.

As a result, more heals are being dug in on both sides of the fence that only heightens the hostility and anger – now almost a month old.

There soon appeared to be a tie with Travel Guard in this developing story, in which they proceeded to do some major backpedaling in order to save themselves from the wrath of the Travel Agent community. If you’re wondering how Travel Guard got mixed up in this mess half way around the world, they do some of the underwriting for iTrek. Enormous pressure (and blame) was bestowed upon them in order to “fix” this promotion once and for all.

After all the dust settled, I’m reading Travel Agent Central yesterday only to find that iTrek has decided to move forward with the promotion. While putting an end to the gala affair they initially planned for this promotion, they’ve decided to move forward with the film competition and prize awards, however, on a much smaller scale. We found this on their website home page.

THE RUMOURS ARE TRUE.

Unfortunately “The Travel Agent Is Dead”, is dead. The competition has come to a tragic and premature end due to the unprecedented hostile response from Travel Agents in both the USA and Australia.

There has been a biblical over reaction by Travel Agents to this marvelous competition. The pressure that was put on our Underwriter to withdraw support for this competition was of the highest degree and due to this relentless onslaught we are unable to continue with the campaign.

Biblical overreaction. Sound familiar? You bet it does!

I’ve seen far too many “relentless onslaughts” from this community over the years, to the point that it makes me sick to my stomach that we actually work in the same industry. It’s not only appalling; it’s embarrassing to see grown adults react in this fashion.

And that will eventually be their downfall – they “react”, they never “respond”.

And there is a difference.

In my humble opinion, Travel Agents as a whole need to get a spine and start promoting their value – rather than attacking and condemning everything that appears to stand in their way. It’s gone past the point of sad to the point of absurd. You just can’t get anywhere effectively by doing this type of bickering. With every problem lies a solution, but most can’t get out of the way, due to the emotional outbursts we see all too often. None of them ever appear to take the time to look at more effective ways to respond to any given situation.

Look at YTB. Sure, the hostility and public shame has driven some away, but our company as a whole is much stronger and far more resilient than they ever imagined. That’s the nature and the beauty of the Direct Sales and Network Marketing model. There’s power in our numbers, and no two people are going to perceive or respond exactly the same way. In stark contrast to the Travel Agent community, our industry spends far more time looking for opportunities to advance and improve – not blatantly attack and tear down.

In their defense, nobody likes being called a dinosaur or worse – dead. They see evidence of things changing around them every day. Look at the Travel Weekly Power List. Four of the top ten companies are on-line Agencies, producing a combined $45 BILLION in sales without any need or want for their fine services, which they proudly hold near and dear to their heart. And they should be proud of what they offer. Likewise there is a market for their fine customer service and support.

The problem as I see it comes from the heart – instead of using their heads. As a result, the emotions elevate and compound each situation instead of finding an applicable resolution that most everyone can agree on.

Produce another competition here in the U.S. for all the reasons why you actually need a Travel Agent. (Without any need or desire to even speak of iTrek.) With all their years of experience I’m sure there are some wild stories that could be told. Real horror stories and how they came to the rescue and aid of long time clients they’ve helped over the years. Not only could it be extremely informative but down right fun to watch if done in the proper spirit. And by proper spirit – I mean in a way that I’ve heard them talk for years – a Travel Agent is your partner – a Travel Agent is your friend – a Travel Agent is there to build a relationship with you. It’s the only way a Travel Agent can offer the perfect vacation or travel experience.

All features you just can’t get from a web site – bits and bytes simply can’t compete in that regard.

Promote your features, advantages – benefits as to why your worth every penny, while at the same time saving your clients valuable time and money.

What a novel idea.

Instead…what we see is more anger, with more fingers being pointed – this time from across the globe. All that does is push potential clients away. What’s even more amazing to me is their anger is directed at a company that the average American has never even heard of until Travel Agents decided to make a stink. Now, not only do more people know about them, but iTrek actually won more promotional leverage in a market that’s very keen on saving every penny they can. Based on what I’ve seen, who would want to work with a hostile and angry Agent like the one iTrek described? You couldn’t pay me to book with some of these “professionals” at this point.

At this rate and with their attitude, they will be dead when it’s all said and done.

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