Key Productivity Metrics
Agent productivity is a critical element of profitability and overall performance in corporate travel agencies. However, there is no easy way to truly analyze and compare agent productivity due to the various factors influencing efficiency. Different methods and metrics are used to assess performance, but they must be carefully evaluated within the context of an agency’s operations, client base, and service expectations.
Number of Phone Calls
One way to assess productivity is by measuring call volume. A high-performing agent typically handles:
- 125-150 phone calls per day
- 3 minute average call duration
However, call volume alone does not define efficiency. Some large agencies use automated prompts to limit call time, but this can hurt customer service. Relying on call time as a metric often pressures agents to rush, reducing the quality of customer interactions.
Number of Airline Tickets Issues Per Year
- 2,400 to 2,800 airline tickets per year
- 75% domestic and 25% international bookings
Many variables impact the number of airline tickets issued per year, including:
- Ratio of domestic to international bookings – International itineraries are often more complex and time-consuming.
- Lack of hotel or car bookings – Some agents focus solely on air-travel, while others handle full itineraries.
- VIP traveler requirements – High-touch service for executives and premium clients reduces transaction volume.
- Customized bookings per client – Unique client needs can extend booking times.
- Travel policy complexity – Agencies must navigate intricate corporate policies.
- Redeeming free tickets – Award travel bookings often require additional processing time.
- Client personalities – Some travelers require more consultation.
- Hotel prepayments and administrative tasks – These add time to the booking process.
- Vacation day usage – Agent availability directly impacts ticket issuance.
Sales Goals
A standard sales goal for agents is $2 million in annual sales. However, achieving sales targets depends on various factors, including:
- Different city pairs and itineraries – Domestic short-haul routes are easier to sell than complex, multi-leg international trips.
- First-class vs. economy bookings – Premium bookings generate higher revenue but take longer to process.
- Diverse hotel categories – Selling budget vs. luxury hotels affects commission structures.
Revenue Goal
- Non-commissionable transactions – Some bookings do not generate commissions.
- Air, hotel, and car rental contracts – Supplier agreements impact profitability.
- Negotiated transaction fees – Some agencies rely on service fees instead of commissions.
Quality Over Quantity
High productivity without quality service is meaningless. Timely communication and evaluation methods ensure customer satisfaction while maintaining efficiency. Uniglobe’s approach includes:
- Annual Surveys: To measure service quality and identify areas for improvement.
- Conversation Surveys: Conducted during implementation, typically four per year per traveler.
Benefits of Conversation Surveys
- Build relationships with travellers
- Foster open communication without relying solely on numerical performance data
- Identify and resolve issues in real time
- Ensure decision makers are informed of client feedback
- Boost agent morale with incentives (Eg. a $10 reward for every client compliment).
Example Conversation Survey Message
“Just a short note to determine if you are pleased with our service and if you have any questions, concerns, or suggestions. Also, is there anything else we can do to make your travel planning easier? We appreciate your business and want to ensure that you receive a level of service that you expect and deserve. Please reply at your earliest convenience via email, or you can contact me at the number listed below.”
Time Management in a Changing Industry
The travel industry is constantly evolving, requiring agents to adapt to new and changing responsibilities. Time management strategies include:
- Single point of accountability: Assigning clear ownership of tasks.
- Time management studies: Regular evaluations to optimize workflows and reduce inefficiencies.
Investment in Technology
To remain competitive, agencies must continually evaluate and invest in technology.
Maximizing Mid-office QC/Automation
A Quality Control program should be fully utilized to:
- Reduce manual agent work
- Eliminate human error
- Ensure proper commission application and discount validation
- Ensure client policy adherence
A mid office system should be fully utilized to:
- Client reporting and analytics
- Automation of administrative tasks
- Overall efficiency in travel management processes
The Power of Support in Driving Agent Productivity
Tracking agent productivity is just one part of the equation—having the right support system in place is what truly drives success. Travel agencies face constant pressure to improve efficiency, meet revenue targets, and maintain service excellence, all while navigating an ever-changing industry.
With Uniglobe, you don’t have to figure it all out alone. Our network is built on collaboration, shared expertise, and a commitment to helping agencies succeed.
