4 minute read
GSA stands for General Sales Agent. The term refers to a third party or organization that represents a travel company. Think of them as the local face of your brand, your on-the-ground representative, promoting your company and travel services.
Most travel agencies operate out of a small number of offices, or for online travel agencies, from the web. This can create a barrier to entry into areas where you don’t have local representation, particularly if you’re venturing into the region as a new travel provider. A General Sales Agent (GSA) can fill the gap between a global travel agency and local customers, working to promote your travel services to your target market. They are your on-the-ground sales and marketing function, offering immediate access to the local customer base.
A GSA helps travel companies expand into new destinations through locally trusted representation. Read how Traveltek supports GSA and B2B operations here.
How General Sales Agents Work
The market for selling travel is worldwide – literally. As a travel provider, expanding into new routes and new locations can be challenging – you’ll be competing with established travel companies and with established relationships. So, if your strategic plan incorporates international expansion into new territories and markets, having a local company or representative promoting your services can be the key to success.
- Representation – build brand awareness and market products. Extend brand consistency to the local market.
- Sales and Reservations – handle customer relations, organize promotional events and develop targeted sales and marketing strategies.
- Market Expertise – offer local insight into culture, market dynamics, and regulatory requirements.
- Customer Service – handle enquiries, provide support and resolve queries face-to-face.
- Networking and Building Relationships – manage relationships with local travel partners and negotiate contracts.
- Cost-Efficient Expansion – gain immediate market presence without the high cost of creating a physical sales office.
Having a local representative on your side can be crucial when navigating a new region.
Who Can Be A GSA?
General Sales Agents can be individual freelancers, an agency or a company that represents businesses in a specific area. Their key qualities are local expertise, market knowledge and a high level of networking presence among business-to-business travel providers. They will be your trusted partner, with established links in a particular region.
Becoming a GSA requires proven travel experience, strong networks and knowledge of ticketing systems, distribution channels and market trends.
Are GSAs Still Relevant in Online Travel Agencies?
General Sales Agents offer specialized travel knowledge and remain relevant despite online travel agents (OTAs). A good GSA is in touch with local businesses, having access to exclusive deals and discounts. They can offer invaluable support when booking complex, niche travel arrangements. An online travel agency is efficient for regular bookings, whereas GSAs offer tailored, face-to-face support for those more unique getaways, particularly multi-destination journeys or unfamiliar regions.
General sales agents offer valuable human contact for personalized, complex trips in unexplored locations.
Frequently Asked Questions
How does a GSA differ from a travel agency?
A General Sales Agent is an authorized third-party representative of a travel provider who offers specialized knowledge and connections in a specific region or country. A travel agent offers a wide range of travel booking services globally.
How does a GSA generate revenue?
GSA revenue is typically earned through commission-based sales and performance-based incentives.
What is the role of a GSA in airlines?
A General Sales Agent in aviation represents an airline and is authorized to sell travel tickets, communicate with freight forwarders and shippers and assist customers with travel-related queries. The services of a GSA are often used when an airline plans to offer a route to a new destination. The GSA can market the route locally, raise awareness and build business-to-business relationships.
Are there disadvantages to working with a GSA?
The drawbacks of hiring a GSA include loss of control over marketing strategies and brand consistency issues. These can often be overcome with a detailed contractual agreement and by developing a close working relationship.
