THE SKY of Xantos Island was overcast that afternoon, much like Trian’s mood. As the owner of the “Joyful Excursion” travel agency, he felt like the captain of a leaking ship. His phone displayed an email related to Xantos Eco Resort, one of his biggest partners. The subject line read: Booking Cancellation. This was the fifth one this week.
Trian sighed. He knew the cause. “It must be a price issue again,” he muttered. He opened the Xantos Eco Resort website and saw with his own eyes. The room he had offered to clients for IDR 1,000,000 was now listed on the hotel’s official website with a “Special Promo” label for IDR 900,000.
“Pricing parity, that’s just a myth,” Trian grumbled as he stared at the screen. “They say we’re partners, but behind our backs, they’re eating our own cake.”
A moment later, his office door opened. Maya, his young and energetic coworker, entered with a cheerful face. However, seeing Trian’s expression, her smile faded.
“What’s wrong, Sir? Clients complaining about prices again?” Maya asked, her voice filled with worry.
Trian pointed to the screen. “Look for yourself, Maya. We’re losing badly. Who would book through us if the prices at their own hotel are cheaper?”
“They don’t respect us as agents,” Maya added, annoyed. “We’re the ones who help them get customers, Sir. We build relationships with guests.”
Trian nodded in agreement. “Yes, and they think we’re no longer important. Everything can be booked online, right?”
This wasn’t just about price, but about existence. Trian felt his agency was losing relevance. He felt trapped between the hotel’s sweet promises and the harsh realities of the market.
The Meeting That Changed Everything
Trian decided not to remain silent. He requested a face-to-face meeting with Vina, the Marketing Manager of Xantos Eco Resort. Vina was friendly and professional, but this time, her face looked tense.
“Trian, I understand your concerns,” Vina said, starting the conversation. “But we also have direct sales targets. Sometimes, we have to offer exclusive promotions on our website to attract customers.”
Trian crossed his arms. “Vina, you know, we travel agents are your front line. We meet directly with clients, we convince them to choose Xantos Eco Resort. But once they compare prices, they feel cheated. It damages our reputation, and ultimately, yours.”
Vina sighed. “Okay, Trian. I’ll be honest. We often violate our price parity policy to meet our targets. But I also know we can’t survive without you.”
Trian looked at her straight in the eye. “So, what’s the solution? We need a guarantee. We need a compelling reason to keep selling your rooms.”
Vina paused for a moment. “How about we change our strategy? From now on, we’ll maintain price parity. The price we offer on our website will never be cheaper than the price we give you. And as a bonus…”
Vina reached for her tablet. “We’re going to create a special incentive program for agents like you. For every 100 bookings you make, we’ll give you an extra 5% commission. And we’ll give you exclusive access to special packages, like the ‘Honeymoon Package’ or the ‘Fun Family Package,’ which we won’t be publicizing widely.”
Trian was surprised. This was much better than he’d imagined. “That’s… that’s great, Vina. It shows you still value us.”
“Of course,” Vina smiled. “We’re partners, Trian. We’re not enemies.”
Finding Added Value
After the meeting, Trian’s enthusiasm returned. He called Maya and the other staff over. “Listen, we can’t just sell rooms anymore. We have to sell experiences.”
Maya nodded, her eyes sparkling. “You mean added value?”
“Exactly,” Trian replied. “Xantos Eco Resort has given us a fair price deal. Now it’s our turn to prove that we’re more than just a booking platform.”
Trian and his team began restructuring their services. They offered private tour packages across destinations of Xantos Island, including transportation and knowledgeable tour guides. They offer free consultations, helping clients plan their dream vacations from start to finish.
“Supplier A offers lower room rates?” Trian would smile. “Yes, but do they also offer private tour guides for culinary adventures in local Chinatown? Do they provide VIP tickets for sold-out concerts? We can do all of that.”
One day, a client named Rio came to their office. He wanted to book a room at the Xantos Eco Resort but was surprised to see the price on the Joyful Excursion website was higher.
“Mr. Trian, I saw on the hotel website that the price was IDR 950,000. Why is it IDR 1,050,000 here?” Rio asked, skeptically.
Trian smiled politely. “That’s right, sir. But the price I’m offering includes the exclusive ‘Xantos Sensation’ package. That includes airport pick-up and drop-off, a culinary tour, and a complimentary breakfast in the old town and VIP tickets to an art exhibition. You wouldn’t have gotten any of that if you booked directly on their website.”
Rio paused for a moment, processing the information. His eyes lit up. “Wow, that’s so interesting! I didn’t know travel agents could offer things like that.”
“That’s our advantage,” Trian said. “We don’t just sell rooms, we sell experiences. Let us take care of everything, and you can just enjoy your vacation.”
Finally, Rio booked the package. He left with a satisfied smile, feeling like he’d gotten a much better deal than just a cheap price.
A few months later, Joyful Excursion secured the title of “Best Partner Travel Agent” from Xantos Eco Resort. Their partnership became a shining example of how hotels and agents can collaborate, not compete. Trian and Vina proved that price competition isn’t the only way. Commitment, incentives, and added value are key to survival in this digital world.
Trian stood at his office window, watching the heavy traffic below. The clouds had cleared. The sky looked bright, like Joyful Excursion’s future. He knew they were no longer just selling rooms; they were selling promises. Promises far more valuable than a IDR 100,000 discount. (*)
