On occasion, a neighbor or an acquaintance, knowing I am somehow connected to the travel industry, will ask me about a vacation they would like to take. I use those opportunities to refer the person to a rotating selection of travel professionals I know. I tend to use different travel advisors depending on the person’s request. Recently, a neighbor asked me about a trip to Thailand she and her family wanted to take next year. I checked with a travel agent friend to see if he wanted the referral and I then put the two of them together.

Yesterday, months after our original conversation, I ran into my neighbor and asked how the travel planning had progressed. Looking at me a bit sheepishly she said “Well, your travel agent friend couldn’t find us anything cheaper than we could get online by ourselves.”  I explained to my neighbor the travel professional is not about the “best price” but was instead looking for the “best value.” I explained the travel professional was looking after my neighbor’s interests by choosing reliable suppliers, coordinating their travels and acting as their advocates. My neighbor listened, but the lesson was, I fear, arriving too late.