The lowest possible price does not always win the market
Travel agents have something to learn from the late innovator, business icon and Apple founder Steve Jobs.
First lesson is that agents should learn to concentrate and sell according to a product’s quality, not only the price. Millions of Apple customers were willing to pay more for an innovative and unique product. The lowest possible price does not always win the custom. Instead of using low prices, Apple provides quality, easy-to-use products that give what they promise and excellent levels of support.
Many travel agents are in danger of falling into the “mediocrity trap” and an unprofitable future. But with large enough fees, agencies can provide well-travelled and well-trained consultants and the latest technology to give clients quality service.
[pictured: Apple store, Beijing; courtesy Apple Inc.]