Cutting Through the Middle: Is It Time for Buyers to Deal Directly with Suppliers in Travel, Hospitality & Events?
The Chain That Slows Everything Down
In the world of travel, tourism, hospitality, and events, a common chain of communication looks like this: Buyer → Agent/Agency → Supplier. While this structure was built for convenience and trust, it often results in time delays, miscommunication, and extra costs. With digital technology redefining how we interact and transact, many are beginning to ask: Isn’t it more efficient if buyers simply contacted suppliers directly?
The Problem: Too Many Links in the Chain
Every additional layer in the chain brings:
- More time spent on back-and-forth communication.
- Increased costs from commissions and service fees.
- Potential for miscommunication as information passes through multiple hands.
- Slower decision-making, which is critical in fast-moving markets like events and last-minute travel.
Let’s take a real-world example:
A corporate client planning a 3-day MICE (Meetings, Incentives, Conferences, and Exhibitions) event in Ghana contacts an event agency. The agency then reaches out to different hotels, caterers, decorators, and transport companies. If any detail changes or if a supplier is slow to respond, the entire planning process stalls.
Why Direct Contact with Suppliers Makes Sense
- Speed and Agility
When buyers communicate directly with hotels, tour operators, venues, or event decorators, they can negotiate in real time, make changes faster, and confirm bookings without waiting for a third-party response. - Cost Savings
Bypassing agents often eliminates markups and commission fees, helping both buyers and suppliers get better value. - Clear Communication
With no middleman, the chance of misinterpretation reduces drastically. Buyers can explain their needs clearly, and suppliers can confirm what is possible. - Building Relationships
Direct interaction allows buyers and suppliers to build long-term relationships based on trust and mutual understanding — leading to better deals and service in the future.
But… Are Agents Still Relevant?
Yes, in some cases, especially when:
- The buyer lacks knowledge of the local market.
- Complex itineraries need coordination (e.g. multi-country tours or high-profile conferences).
- The buyer prefers a one-stop-shop experience.
Good agents bring expertise, save time for busy clients, and offer added value through experience, negotiation, and handling unexpected situations.
A Hybrid Future: Tech-Driven Direct Access + Strategic Agent Support
With the rise of online platforms, marketplaces, and supplier directories, buyers can now access suppliers faster than ever. However, strategic use of agents can still be valuable in managing complexity and offering expert insight.
Travel and hospitality platforms should focus on creating transparent systems where:
- Buyers can choose whether to go direct or use vetted agents.
- Suppliers can be rated for reliability and efficiency.
- Everyone can track timelines, costs, and communication clearly.
Rethinking the Old Ways
The traditional travel and event planning model needs an update. While agents and agencies still have their place, the time has come for more direct, tech-enabled communication between buyers and suppliers. This shift can save money, reduce errors, and bring agility to an industry that thrives on timely delivery and trust.
The future of travel, hospitality, and events is not just about going places it’s about getting there smarter.
