Task 4. Read and translate the text. Retail travel services are similar to department stores, except that they sell intangible services rather than tangible goods

Retail travel services are similar to department stores, except that they sell intangible services rather than tangible goods. The retail travel agent sells all kinds of tourist products - transporta­tion, accommodations, sightseeing, and so on - to the general public. The term 'retail' distinguishes him from the tour operator or packager, who can be considered the manufacturer or whole­saler of the tourist industry. However some of the tour operators also operate retail outlets.

The travel agent is an intermediary between clients and prin­cipals (tour operators). He works in travel agencies, with tour ope­rators, in the tourist offices of spars and health resorts, in com­munal tourist offices as well as in tourist information bureaus.

If you want to become a travel agent in one of the EU countries no special school qualifications are compulsory. The training de­pends on your educational level, therefore your contract of appren­ticeship may be for two, two and a half or three years. During your training you will attend the vocational school in special classes for travel agents. Lessons may be given as day release or block release. The final examination of the Chamber of Industry and Commerce certifies the successful conclusion of your training.

As with many other aspects of modern tourism, the growth of the airlines led to a corresponding growth in the number of retail travel agents. The airlines offer inducements to travel agents to handle reservation for them so that the airlines do not have to set up an elaborate network of ticket offices in all the areas from which they draw passengers.

Even where the airlines do have ticket offices, many travellers still prefer to use the services of an agent. The agent of course offers the customer one-stop convenience. The traveller can make all the arrangements for his trip without having to go to separate places for his airplane seat, his hotel reservation, his rental car, and whatever else he may want for his trip.

In return for the customers who -are brought by the agencies, the airlines give special care and attention to the agents. The typi­cal airline reservations office has one or more agents who handle nothing but travel agency business. They may set aside seats on some popular flights just for the agencies. They also give assis­tance to the travel agents in working out fares. Airline fares have become very complex in recent years, with a great variety of spe­cial categories - high season and low season fares, or 21-day ex­cursions and 45-day excursions, family plans, and many others be­sides the customary price difference between first-class and eco­nomy. The problem becomes even more complicated when the trip has several legs - different segments of the trip on different flights, often on different airlines. The routing of particular trip also frequently makes a difference in the total fare.

Computerization caused fundamental changes in the travel agency business. The airlines and the hotel chains all over the world and all resort areas now have computerized reservation systems.

As packaged tours have assumed importance in the tourist in­dustry, retail travel agents have become the principal channel for selling tours to the general public.

A typical travel agency has a rack of colourful brochures that illustrate the delights offered by a wide variety of tours. The cost of this kind of promotion is paid for almost entirely by the tour packagers. They prepare, print, and distribute the brochures, and they also absorb the national, or even sometimes international, advertising cost. The retail agencies may do some local advertising, although even in this case costs may be shared with tour packag­ers or transportation companies. The agencies also make direct mailings to lists of customers who might be interested in particu­lar travel offerings.

The travel agency business offers many attractions to people with experience in the tourist industry. Unlike most other retail businesses, there is no need for the storage and display of large quantities of merchandise. This means that the initial cost of setting up an agency and the continuing overheads are low in comparison with other retail establishments. A good location, however, is an important factor in the success of an agency, and so office space may be expensive. Another factor in success involves establishing a steady clientele. The best customer for a travel agent may be a cor­poration whose executives make a large number of business trips every year. For customers who come in off the streets, satisfying their travel needs is the best way to assure repeated business.

Some of the large travel companies have already operated on a chain basis, that is, with several outlets for many years. Now the smaller agencies are also branching out. Some of them have opened offices in different parts of the same city or its suburbs, while others have opened offices throughout an entire region.

The retail travel agent is paid by means of commission - per­centages of sales made through the agency. The commission varies from country to country and from time to time. However, some approximate figures would be about 7.5% for sales of tickets on the scheduled airlines, from 5 to 15% from hotels (although some re­sort hotels may pay even higher commission, especially in the off­season), about 10% for tours on the scheduled airlines, and about 5% for charter tours. These figures indicate a rather small margin, since they constitute the bulk of the business for a great many agents. Some kinds of activity provide a higher rate of return, however. Travel insurance, which many agents handle, may bring in commission of 25% or more. Tour arrangements for independ­ent travellers also bring in higher returns. The transportation and accommodation companies pay these costs directly to the agents. The retail travel business involves a great deal of contact with the public, since travel agents are selling services and not goods. Many of their customers expect them to either advise them on where they should spend their vacations, or to advise them on hotels, res­taurants, health problems, and so forth in all parts of the world. Among the ways in which the agent can serve the customer is by keeping up with changing fares so that he can offer his customers the best bargain. He can also serve them by knowing where he can get reliable information and by helping them to work out compli­cated fares.

The agent must keep up with changing government regula­tions for international travel - via health regulations, customs information, airport taxes - so that he can give the traveller ac­curate information. The agent must even be alert for possible po­litical problems in the tourist destination countries. One of the primary necessities for recreational travellers is personal safety.

There are of course many rewards other than the financial ones for the travel agent. They involve, for instance: an opportu­nity to do a great deal of travelling themselves, a possibility to deal with the public and to serve their needs and opportunities for in­dependent operation that would not be found in a large corpora­tion.

Task 5. Look through the text and find the English equivalents for: