The travel agent's role is dissimilar to that of most other retailers, in that agents do not purchase a product for resale to their customers. Only when a customer has decided on a travel purchase do agents approach their principal on their cnstomer'

The travel agent's role is dissimilar to that of most other retailers, in that agents do not purchase a product for resale to their customers. Only when a customer has decided on a travel purchase do agents approach their principal on their cnstomer's behalf to make a purchase. The travel agent does not, therefore, carry“stock' of travei products. This has two importart implications for the business of travel distribuion. First, the cost of seting up in business is comparatively small compared to that of other netail businesses, and second,agents are not seeking to dispose of products they have already purchased, so will therefore diplay less brand loyalty towards a paricular product or company.However,in the past few years negotiations betweon principals and agents have led to higher commissions being paid to agents who achieve target sales, and this is causing agents to become mnore commercial in their approach to sales.

target markels