Major travel agencies are upgrading the consultation services at their outlets, offering such perks as travel plans crafted by staff specialists and events where customers can experience the aura of travel destinations.
The new services are intended to counter the rapid growth of online booking sites. Though providing them requires additional personnel costs, travel agencies hope to reap profits by pitching high-end plans to older customers and the wealthy.
At JTB Corp.'s JTB Lounge Platinum Shibuya in Tokyo's Shibuya district, which opened in September last year, the pamphlet racks typical of travel agencies are nowhere to be seen. Instead, staff at the lounge attentively listen to clients' wishes regarding their travel plans.
"I want to go somewhere I can experience European culture."
"I want to watch the snow while relaxing in an onsen spa."
Members of staff deal with a wide range of requests. "We make arrangements while considering the expectations of our customers," said Fumiko Sakai, who works at the lounge.
JTB operates about 480 outlets throughout Japan and has taken steps to enhance the knowledge of their staff.
In November last year, travel agency HIS Co. opened The ROOM of journey, a consultation center in Tokyo's Ikebukuro district equipped with a cafe space and other facilities. The center held a planetarium event in which participants could enjoy the nighttime scenery at a lake in New Zealand and experience the trip from the planning stage.
Along with The ROOM of journey, other HIS outlets that have grown in popularity have staff who possess up-to-date knowledge of Hawaii, Europe, Okinawa and other popular destinations.
At Nippon Travel Agency Co., consultation centers with staff who have experience as tour guides and plan trips to Europe are rising in popularity, especially among older customers.
In recent years, online travel booking sites have grown rapidly. According to the Economy, Trade and Industry Ministry, the size of the online booking industry grew from 2.4 trillion yen (about 21.68 billion dollars) in 2013 to 3.3 trillion yen in 2017.
In a survey of about 1,000 people aged 18 to 79 conducted by JTB Tourism Research & Consulting Co. in May 2018, 31.4 percent of respondents said they most often book trips through "online-only accommodation booking sites," the top answer. "Travel agency outlets" ranked fourth, cited by only 10.3 percent of respondents.
However, many older people are not accustomed to using online booking sites. According to one travel industry official, there have been cases in which older customers were unable to board their flights because they misspelled their names while making reservations online.
During in-person consultations, staff check the names of customers when buying airplane tickets. The sense of security such interactions offer is a key selling point for travel agencies.
"There are many customers who feel burdened when planning their trips. Travel agency outlets will likely become places to introduce clients to previously unknown travel destinations and inspire a desire to travel," said Taku Sameshima, an associate professor of tourism studies at Komazawa Women's University.
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