Mirror, mirror on the wall… tell me who is the fairest – or the handsomest?
In the thick of the EDV congress month at Disneyland, admit that the introduction was almost mandatory. All that was missing were Mickey’s ears and the soundtrack.
But behind the Snow White reference lies a real issue: our profession suffers from a genuine image deficit. It isn’t new, but it is intensifying. And as in Home Alone, if we don’t anticipate… we may end up defending our trade alone while stereotypes settle comfortably on the couch.
In the top 3 misconceptions held by travelers, you’ll always find the same classics, like a rerun episode shown for the 100th time on a Sunday afternoon on television:
“Travel agencies, do they still exist?
“What are they for?”
“Agencies are expensive, they take large margins.”
“Agencies only do standard packages.”
The best of the worst.
In the thick of the EDV congress month at Disneyland, admit that the introduction was almost mandatory. All that was missing were Mickey’s ears and the soundtrack.
But behind the Snow White reference lies a real issue: our profession suffers from a genuine image deficit. It isn’t new, but it is intensifying. And as in Home Alone, if we don’t anticipate… we may end up defending our trade alone while stereotypes settle comfortably on the couch.
In the top 3 misconceptions held by travelers, you’ll always find the same classics, like a rerun episode shown for the 100th time on a Sunday afternoon on television:
“Travel agencies, do they still exist?
“What are they for?”
“Agencies are expensive, they take large margins.”
“Agencies only do standard packages.”
The best of the worst.
Common Misconceptions: Why Agencies Need to Speak Up Again
These misconceptions circulate everywhere: forums, blogs, Facebook groups… but also in the discourse of some travel planners and their trainings.
Those who sell you a magical world in the Aladdin vein, with a travel notebook that is “magical,” personalized advice and a promise of total freedom… until the moment the flying carpet begins to wobble and, oddly enough, you need a real travel agency to handle what comes next.
At this rate, there will soon be more trainings than active travel planners. The ’90s boy band vibe: lots of launches… few that endure.
So inevitably, the question comes up again: “But what do EDV do?” And sometimes: “What does the CDMV do?”
The answer is simple: they do their utmost. To borrow the spirit of The Lion King, you cannot always flee from what you are. And above all, you are never better served than by yourself.
Good news nonetheless: the EDV have launched a video campaign on social networks and YouTube. Result: 1.62 million views on YouTube for more than 2.43 million ad displays. The video is here: www.youtube.com/watch?v=uPu5nck7ECU
That’s already excellent visibility. But if you compare it to the French population, it barely accounts for a little over 2%. In other words, there is still a lot of ground to cover.
Those who sell you a magical world in the Aladdin vein, with a travel notebook that is “magical,” personalized advice and a promise of total freedom… until the moment the flying carpet begins to wobble and, oddly enough, you need a real travel agency to handle what comes next.
At this rate, there will soon be more trainings than active travel planners. The ’90s boy band vibe: lots of launches… few that endure.
So inevitably, the question comes up again: “But what do EDV do?” And sometimes: “What does the CDMV do?”
The answer is simple: they do their utmost. To borrow the spirit of The Lion King, you cannot always flee from what you are. And above all, you are never better served than by yourself.
Good news nonetheless: the EDV have launched a video campaign on social networks and YouTube. Result: 1.62 million views on YouTube for more than 2.43 million ad displays. The video is here: www.youtube.com/watch?v=uPu5nck7ECU
That’s already excellent visibility. But if you compare it to the French population, it barely accounts for a little over 2%. In other words, there is still a lot of ground to cover.
Find all JC’s tips by clicking here
Pricing, Advice, Expertise: Setting the Record Straight
And here is where everyone can play their part. Sharing, mailing, a LinkedIn post, a well-placed comment… In the spirit of Friends, it isn’t just one person who makes the series: the strength of the collective drives success.
But a tool remains a tool: it’s up to you to use it, to relay it and to keep it alive.
Mailings, social networks, LinkedIn, comments… all are fair game. Because if you don’t do it, no one else will do it for you.
And then, between us, these chronics are also there for that. Inspector gadget mode: we pull a few handy tools from our hat to avoid ending up in “Go-Go-Gadget to the rescue.”
The first ambassador of our profession is you. Yes, you. Not your shop, not your logo, not your website. You, with your message, your energy, your expertise.
Because today, the client buys not only a trip. They buy a person. A contact. A trust.
But a tool remains a tool: it’s up to you to use it, to relay it and to keep it alive.
Mailings, social networks, LinkedIn, comments… all are fair game. Because if you don’t do it, no one else will do it for you.
And then, between us, these chronics are also there for that. Inspector gadget mode: we pull a few handy tools from our hat to avoid ending up in “Go-Go-Gadget to the rescue.”
The first ambassador of our profession is you. Yes, you. Not your shop, not your logo, not your website. You, with your message, your energy, your expertise.
Because today, the client buys not only a trip. They buy a person. A contact. A trust.
You Must Be Visible, Present, Active
And if everyone plays their role at their level, little by little, the image evolves. It isn’t instantaneous – we’re not in a Charmed episode – but it works.
Let’s take the first misconception: “Travel agencies still exist? What are they for?”
Yes, they exist. Spoiler: otherwise, I wouldn’t be writing this column.
But today, merely existing is no longer enough. You must be visible, present, active. And above all, you must articulate it. Again and again. Because no one will say it better than us.
Because today’s client buys more than a trip. They buy a person. A contact. A trust.
What is the purpose of a travel agency? To save time, often money, and above all to travel safely. And that is for us, travel agents, to explain this clearly to our clients, to our prospects, on our networks, in our quotes, in our conversations.
A small reminder worth stating – and a nod to you, the traveler reading TourMaG 😉: when you book a package online, you already book… through a travel agency.
OTAs, the big online players, platforms and private-sale actors are also registered, either in France or in Europe under the freedom to provide services – the famous LPS.
The difference? The human. The availability. The responsiveness. And that difference is for us to make visible.
Because when everything goes well, everyone is good. But when things go wrong… it’s not the same music. Here, we move from Spice Girls Wannabe to a much less fun remix.
Second misconception: “Agencies are expensive, they skim a lot.”
That one… it comes up more often than a Madonna hit.
The reality is simple: no, we are not rolling in gold.
We are far from the fake news of 20, or 30% margins sometimes imagined by travelers… or kindly spread by some. And even when it concerns a trip in Europe, VAT on margin must be subtracted – that pesky VAT that reminds you that even in tourism, the fairy tale has a tax line.
Again, your role is essential: explain, demystify, reassure.
Because the day something goes wrong, what an agency handles far exceeds the margin actually earned. Modifications, assistance, relocation… We are far from a simple “click to book”.
An agency is a bit like a super insurance. Except that sometimes, even insurance doesn’t cover what we handle daily.
And a useful reminder: in most cases, the quote and the advice are free. So paying 150, 300 or 500 euros for advice outside a professional framework… each will make their choice. Let’s just say it isn’t always “the best deal”.
Third misconception : “Agencies only do standard.”
Again, we could make a whole saga out of it. But to keep it simple: today, you are a Swiss Army knife: creator of experiences, travel architect, and expert in bespoke travel.
And above all, travelers increasingly choose a person over a firm. We are in the era of personal branding, storytelling, proximity. Yes, even in tourism.
A nod to Friends: what matters isn’t only the scenery… it’s the characters.
So, mirror, mirror on the wall… who is the fairest – or the handsomest?
The real question isn’t there.
Let’s take the first misconception: “Travel agencies still exist? What are they for?”
Yes, they exist. Spoiler: otherwise, I wouldn’t be writing this column.
But today, merely existing is no longer enough. You must be visible, present, active. And above all, you must articulate it. Again and again. Because no one will say it better than us.
Because today’s client buys more than a trip. They buy a person. A contact. A trust.
What is the purpose of a travel agency? To save time, often money, and above all to travel safely. And that is for us, travel agents, to explain this clearly to our clients, to our prospects, on our networks, in our quotes, in our conversations.
A small reminder worth stating – and a nod to you, the traveler reading TourMaG 😉: when you book a package online, you already book… through a travel agency.
OTAs, the big online players, platforms and private-sale actors are also registered, either in France or in Europe under the freedom to provide services – the famous LPS.
The difference? The human. The availability. The responsiveness. And that difference is for us to make visible.
Because when everything goes well, everyone is good. But when things go wrong… it’s not the same music. Here, we move from Spice Girls Wannabe to a much less fun remix.
Second misconception: “Agencies are expensive, they skim a lot.”
That one… it comes up more often than a Madonna hit.
The reality is simple: no, we are not rolling in gold.
We are far from the fake news of 20, or 30% margins sometimes imagined by travelers… or kindly spread by some. And even when it concerns a trip in Europe, VAT on margin must be subtracted – that pesky VAT that reminds you that even in tourism, the fairy tale has a tax line.
Again, your role is essential: explain, demystify, reassure.
Because the day something goes wrong, what an agency handles far exceeds the margin actually earned. Modifications, assistance, relocation… We are far from a simple “click to book”.
An agency is a bit like a super insurance. Except that sometimes, even insurance doesn’t cover what we handle daily.
And a useful reminder: in most cases, the quote and the advice are free. So paying 150, 300 or 500 euros for advice outside a professional framework… each will make their choice. Let’s just say it isn’t always “the best deal”.
Third misconception : “Agencies only do standard.”
Again, we could make a whole saga out of it. But to keep it simple: today, you are a Swiss Army knife: creator of experiences, travel architect, and expert in bespoke travel.
And above all, travelers increasingly choose a person over a firm. We are in the era of personal branding, storytelling, proximity. Yes, even in tourism.
A nod to Friends: what matters isn’t only the scenery… it’s the characters.
So, mirror, mirror on the wall… who is the fairest – or the handsomest?
The real question isn’t there.
Frédéric Savoyen, co-host of the “Illegal Trade” Commission of Entreprises du Voyage
JC, whose real name is Jean-Charles Franchomme, has been active in tourism for more than 20 years.
Since 2024, he serves as a groups and web sales executive at Steam Evasion, where he leverages his dual on-the-ground and digital expertise.
He is also the founder of the Facebook community “100% trips, good deals and expertise” which brings together 3,800 travelers.
An entrepreneur at heart, he also co-founded two influential Facebook groups in the sector: CDMV (Collective for the Defense of Travel Professions) and Helpdesk for Tourism Professionals, which have become essential exchange spaces for professionals.
Since 2024, he serves as a groups and web sales executive at Steam Evasion, where he leverages his dual on-the-ground and digital expertise.
He is also the founder of the Facebook community “100% trips, good deals and expertise” which brings together 3,800 travelers.
An entrepreneur at heart, he also co-founded two influential Facebook groups in the sector: CDMV (Collective for the Defense of Travel Professions) and Helpdesk for Tourism Professionals, which have become essential exchange spaces for professionals.
