Peeling the

Host Agency Onion

By Terri Maldonado, CTC, MCC

We’ve all heard about the onion and how when you peel off a layer it reveals a new layer and as you peel, it gets stinky and makes you cry. Choosing between host agencies is similar to that onion. You really need to peel the layers and get to the stinky core — and may even shed a few tears — on your way to choosing your host partner. Most of you have visited host agency Web sites, attended a NACTA sponsored conference or read about host agencies in travel industry publications. A few of you may have had poor relationships with a host or two and decided NEVER to host again. I think there are some layers on this onion that aren’t talked about very often and need to be explored as you make your way toward a decision, or change your mind about the one you’ve already made.
This article is not about the usual things you’re instructed to examine when weighing the decision about whether to join a host. You won’t find anything here about: how much commission you’ll get, whether a host belongs to a consortium, whether they have 100 reasons for you to join or if they use the GDS you’re familiar with. Those are the simplistic components of your decision. They can all be evaluated in a side-by-side chart and whoever has the most “yeses” is readily apparent. These factors are simply the first layer of the onion. To make a sound business decision, you must peel further.
Training. The first layer that bears deeper peeling is the one devoted to training. Many of the mega-host agencies offer training in a box. That is, as long as what you need matches what they have already packaged, you will have training. In addition to the “training in a box,” they encourage you to supplement your knowledge with seminars and online training packages. A really good host will offer one-on-one teachable moments…at the time you need them. A clerk who answers an 800 number to give you support about which supplier to use is NOT the same as a knowledgeable, experienced travel agent who will answer your call and spend time with you at that moment on your question, whatever it is. Be sure you weigh what the level of support you want looks like. Ask tougher questions when you evaluate a host’s training. Ask what it looks like, who administers it, when it was written (if more than six months ago, it’s probably already outdated) and whether you can obtain it when you need it or if you must follow their schedule.
Rules and regulations. Being a home based agent has so many rules — it can be intimidating! Interpretation of rules is one of the weights an agent will be held accountable for by their clients. If you want to spend your days selling and earning, do you really want to worry about whether your host knows and is following the rules? How can you peel the “rules” layer? Look for evidence that the host agency is complying with Seller of Travel laws, not just in the state where they are located, but also in the state where you are located. Ask questions about the professional affiliations the host enjoys and why they chose those particular affiliations. Ask how they stay current on rules in their state, your state and the industry. Look for the leadership’s names in trade publications and at conferences. Are they known and respected in the industry? Ask how a host will keep you informed of rule changes.
Networking. Peeling back another layer, will you make new friends? Isolation is tough on the home based agent. Will the host you’re investigating allow you to communicate with other hosted agents? Will you be encouraged to share ideas with other agents, network at conferences and help each other with day-to-day questions? If a host is treating all agents in an ethical, fair and consistent manner, they will have no reason to discourage these interactions.
Core values. Finally, peel to the core of this onion. There you will find values. Values are defined as “a principle, standard or quality considered inherently worthwhile or desirable.” The root for value is valor, which means strength. Values are sources of strength, because they give people the power to take action. Some organizations mistakenly think of values as a series of “shoulds,” telling us what we can and cannot do. Rather, values are energizing, motivating and inspiring. What do the host agencies you’re looking at value? Do those things match the concepts you value? You see, a company turns its values into actions. If you value participation and creativity, you might not find a good match in a mega-agency that has strongly defined its methods and requires you to follow their booking procedures or use their preferred suppliers. If you value orderliness, you might not find a match in a small host who is building success at the same time you are.
When you work with a host where your work activities are aligned with what you consider important, your desire to achieve will emerge. When you care passionately about something, you can spur yourself on to great achievements. So, look below the thin outer skin of the host onion. Get down to the core and make sure you have a match beyond the surface. The bottom line is that you cannot cut a bad deal with a good host or a good deal with a bad host. Do your homework and make sure you know which is which…and, you won’t find the answer in how much they pay!

Terri Maldonado, CTC, MCC is owner of CruiseGal, LLC a host agency that values integrity, professionalism, courtesy and fun. Visit her at www.cruisegal.com or www.cruiseagenthost.com.