Travel agencies have an important influence on customers’ travel choice.
Customers might apply to travel agencies to buy the tourism product. Almost
three fourths of the travel customers rely heavily on the agent for guidance in
selecting the carrier, for recommending a package/tour vacation or a hotel. An
almost equal percentage rely on agents for help in picking side trips, sightseeing
trips and for selecting car rental agencies.(Lundberg,1976:103) As the staff
working in a travel agency is in contact with the customers, they should be able
to explain product or service benefits in a clear and structured way and have good
communication and listening skills.