‘Data shows that people are using travel agents more and this includes a younger demographic than we have seen in the past. However, they are coming at a different point of their journey. They do not come to an agent and ask ‘where should I go’. They say ‘these are the places and things I am considering’ and expect advice that will help them with their decision. That highlights the value of an experienced agent because it needs expertise to really differentiate between locations and the experiences they provide.’
Richardson says one of Envoyage’s global initiatives is the Creator Community, which speaks to the way people will find information in the future. ‘Instead of the traditional web search people are finding answers through AI. So we have to come up with ways to show up in the results of these LLMs (large language models).’
She adds that probably nobody now believes travel agents will be extinct any time soon. ‘On the other hand people know they need to take a different approach as technology develops or they risk being left behind. AI can definitely increase productivity but it will also be used to gain customers in the first place.’
Richardson points to entrepreneurship, engagement and endurance as key qualities the business looks for in members and staff. She says people who are entrepreneurs and who have endured all the challenges that have emerged over the years are in good stead to adapt to the AI world.
‘They are risk takers and have a creative mindset so I think our members, compared to some others in the industry, are more likely to be future fit for the long haul.’
She says Envoyage is still looking to grow its membership but does not have a growth for growth’s sake mindset.
‘Technical advances have made it easier for people to join the industry, it’s not just about GDS and complicated codes any more – but at Envoyage we are discerning about who we allow to join us and that is something that will continue. The brand is aspirational and we want the right people.’
