Decision making by specialist luxury travel agents

We report an ethnographic study of specialist travel agents in luxury wildlife tourism. Agents consider 30 factors in 5 groups, related to client, destination, attraction, operator and agent. They consider the groups in sequence rapidly and intuitively. They are driven by a powerful regard for the high expectations of wealthy clients, and a sense of responsibility to the clients, but they assume authority over the decision. They rely on personal experience with each particular place and tourism product, and sell only what they know. One of their skills is to project themselves into the client's perspective so as to imagine a trip in great detail. This process contrasts strongly with the explicit deterministic approach used by retail travel agents in high-volume lower-priced subsectors, where earnings are driven by commission and incentive structures. For high-end agents, establishing long-term relationships of mutual trust with individual clients and tour operators is paramount. (C) 2016 Elsevier Ltd. All rights reserved.