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Dangers that Face the Booking Agent

16th June 1933, Page 54
16th June 1933
Page 54
Page 54, 16th June 1933 — Dangers that Face the Booking Agent
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Which of the following most accurately describes the problem?

Keywords : Talent Agent

By Charles Rudy RECENTLY, a representative of the Booking Agents Association of Great Britain appeared, in,pemon, at a sitting of the Eastern Traffic Commissioners in Cambridge, in order to protect the interests of ' members.

The "W" (Yarmouth) Service sought a licence to run an inclusive two-day tour to the East Anglian holiday camps, at a fare of 26s. As the fare alone to Yarmouth is 17s. 6& period return (21s. on and after June 17), the application was strongly opposed by the Eclipse, Edward Hillman, Pullman Lounge and other concerns.

The reason for the presence of the representative of the B.A.A. was that the proposed tour was not bookable in London, intending travellers having to write to Yarmouth for their tickets. The Commissioners refused the application without calling upon the B.A.A. representative.

At any rate, this case will tend to show one of the dangers facing the booking agent, namely, the operator's attempt to dispense with his services. I do not think that it will succeed, any more than has the wholesaler's attempt—except in individual cases—to dispense with the retailer. .

A more serious consideration is the conflicting attitude of the important main agents. At present, each of the bigger agents, say, about 250-300, holds the tickets of most of these concerns, as well as those of a number of independent organizations. This enables them to book on practically any service, to the great advantage of the public.

But will this state of affairs continue? I very much doubt it. Moreover, I feel that unless the Booking Agents Association succeeds in doubling its membership, it will not B36 be long before one or two of the principal main agents find themselves in a position to exact 100-percent. service from agents holding their tickets.

There is also the danger, from the agent's point of view, that the six independent main agents may be reduced to one or, at the most, to two.

When, at no distant date, there are, say, only two available books, what will be easier than for these main agencies to reach a mutual agreement that no more than 7i per cent., or even 5 per cent., commission is to be allowable? If all the agents involved be not members of the B.A.A., what chance have they of insisting on the standard London rate of 10 per cent.?

A New Phase of Agency Business.

Incidentally, a new phase of the agency business is being introduced by P.S.Y. Operators, Ltd., which is individually opening its own offices in opposition to established agents in areas where, it is claimed, P.S.V. tickets are not obtaining their share of the trade. As the combined finance behind this group is strong enough to enable it to open 50 or even 100 of these offices, the danger to the independent agent is considerable.

The immediate problems that confront booking agents are, therefore, how to avoid a serious reduction in their turnover, with the possibility of an ultimate cut in commission.; or, alternatively, if this cannot be avoided, by reason of insufficient representation on the Booking Agents Association, how to counteract it by introducing new business?

Taking the first case, we can compute the number of London agents showing a minimum turnover of £500 per annum (those who are "worth while ") at about 500. All these agents should be members of the B.A.A., or, if necessary, of a stronger successor, whereas only about 60 per cent. are members. Then, again, they should all agree on a common policy and act as one man. Will they follow this principle of unity, or will they continue to be exponents of the " each-man-forhimself " policy, which has been the undoing of the independent operator?

Failing this co-operative moveenent amongst the agents, they will have to introduce new business to counteract the reduction in coach bookings.

Two new phases immediately suggest themselves, namely, coach tours and air travel. There is, this year, a veritable boom in tours, and, although the commission is only 5 per cent. and experienced salesmanship is required, the value of the tickets is much higher.

As regards air travel, in another three years, Great Britain will be cries-crossed with air Cervices, and it is the booking agent who now takes a lively interest in this class of business who will, in 1936, find himself to be the leading agent in his district.

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Locations: Cambridge, London

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