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higher than average concentration in
single-location agencies. With lower
commission rates and overrides because of lower revenue in single-location agencies, they might feel that op-
portunities for financial rewards are
more limited compared with those
who work in larger agencies.
Happiness also increases among
agents who serve the leisure market.
Providing help to people who are
about to set out on an enjoyable trip
can be rewarding in itself. There can
be a considerable amount of interaction between agents and clients in
these situations, especially in planning complex trips. And there may
be some vicarious enjoyment because
agents also like to travel and enjoy offering advice and expertise to others.
A focus on business travel, in
contrast, is more common among
Searchers. Business travel can be a
relatively cut-and-dried affair. Clients
typically know where they want to go
and have preferred airlines and hotels. They don’t require a lot of help.
And the agent may have to deal with
an intermediary assistant or company
travel department, making a relationship seem even more impersonal.
Is there a way to put a smile on the
faces of Searchers? Possibly. They
might gripe a bit, but they are not
bad employees. They are good revenue producers, so employers can
feel comfortable in hiring them. But
this group needs clearly defined opportunities for financial rewards and
Searchers would also do themselves
a favor by lightening up a bit. If they
take a more positive view about their
work situation and about future opportunities, their accomplishments
might be recognized more often by
fellow workers and employers.
Searchers carry around a lot of
anxiety, which never makes for a
happy lifestyle, and it can rub off on
co-workers and clients.
The important point, however, is
that two-thirds of travel agents like
what they do. Thus, most travelers
will see agents who are enthusiastic
and who try to provide the best travel
The data also indicate that travel’s
attractions lead a lot of people to become agents and stick with it in spite
of mounting problems and fewer financial rewards than might be available if they pursued other paths.