Are hotel sales teams facing challenges with offline agents transitioning to online platforms?-By Arfa Samad, Director of Revenue Management, RedSKY Hospitality

In an era where digitalization continues to reshape industries worldwide, the hospitality sector stands at a crossroads, contemplating the impact of offline agents transitioning to online platforms. Authored by Arfa Samad, the Director of Revenue Management at RedSKY Hospitality, a Pune-based revenue management company, this article delves into the intriguing dynamics faced by hotel sales teams in the wake of this paradigm shift. Contrary to a definitive answer, Samad offers a thought-provoking exploration that underscores the enduring significance of human interaction in the realm of Indian hospitality. This piece navigates the evolving landscape, dissecting the interplay between technological advancements and the timeless value of personalized service, relationships, and human touch that define the essence of the hospitality industry.

Are hotel sales teams facing challenges with offline agents transitioning to online platforms?

The answer is a resounding "No!” At least for the next 10 to 12 years. The reason is simple - The foundation of Indian hospitality is built on relationships and a personal touch - qualities that only humans can provide. While the digitalization of offline travel agents helps bridge the gap between traditional practices and tech-savvy approaches, there is an undeniable need for human assurance, satisfaction, and the ability to address consumers' doubts comprehensively.

Segments such as MICE (Meetings, Incentives, Conferences, and Exhibitions) and weddings still present untapped opportunities in the market. While some platforms offer these services, there remains a significant gap that requires human intervention. In the context of weddings in India, where emotions run high, people seek smooth processes and a person who can handle their queries – a requirement that AI might struggle to fulfill.

The shift of offline travel agents to online platforms does bring certain benefits. These agents are breaking geographical barriers, connecting with a diverse, global audience. This move opens up a world of possibilities, allowing agents to cater to a broader demographic and tailored services to different travel preferences. The result is a more efficient booking process, leading to quicker reservations and an overall smoother experience. Common challenges, such as delays in availability and booking confirmations, can now be addressed, allowing the sales team to focus on expanding partnerships with hotels.

The hotel industry is poised for significant changes in the coming years. The unexpected presence of offline travel agents in the online B2B market highlights the positive impact of digitization. While AI may streamline manual tasks, it's crucial to acknowledge that human touch is irreplaceable in the hotel industry. Indian hospitality, renowned worldwide for its culture, values, and traditions, epitomizes the saying, "Atithi Devo Bhava" – without humans, this essence would be lost.