In this exclusive interview we talk to respected industry figure Nadine Jones, founder of boutique travel representation company Jones & Co Collection, about the issue and what can be done to prevent agents from being out of pocket.
Q: Exchange rates are a hot topic for travel agents at the moment. What’s your take on the issue?
A: Exchange rates are definitely a hot topic right now – they’re up, they’re down, and honestly, no one can really predict where they’re headed next. Everyone’s trying to forecast, but it’s just not that simple.
For the high-end market, I don’t think it will have too much of an impact. That segment has come out of the pandemic with a ‘live for now’ mindset – they’ll travel regardless of whether the dollar is strong or not.
But the middle market is where we’ll really see the effect. They’re feeling the pinch from rising interest rates, mortgage repayments, electricity bills – you name it. So for them, every dollar matters a lot more when planning travel.
Q: So how do you get around the exchange rate problem?
A: We don’t quote in Aussie dollars. All of our DMCs and suppliers quote in their local currencies – whether that’s Euros, USD, Yen, Baht, you name it.
There’s a misconception that wholesalers here aren’t repricing, but they absolutely are. The shifts in exchange rates have been significant and businesses have had to adjust. Look at Viva Holidays – they just repriced the other day.
So how do you work with a volatile market? You stick to the currency your suppliers provide. We make sure agents understand the benefits of this approach and in turn they can educate their clients, explaining that these are overseas suppliers who contract in their own local currency.
You apply your markup in that currency and convert it at the exchange rate on the day of payment. It’s all about being transparent, keeping everyone informed and working smart within the reality of today’s market.
Q: You’ve just finished hosting an Australia-wide series of roadshows bringing some of your clients together with agents. What do you hope your suppliers get out of these events?
A: For many of our suppliers, especially the smaller boutique operators, it’s all about visibility and building real relationships.
These events give them the chance to share their passion, showcase their expertise and really bring their destinations and products to life.
At the end of the day, we’re here to support the industry. We’re on the ground, available to answer calls, provide clarity where we can and connect agents with the right global partners.
Q: Do you still think there’s a place for boutique travel representation like yours?
A: Yes! I love and value all of my connections – wholesalers, OTAs, travel agents, tour operators – the entire travel ecosystem.
What we’re seeing more and more is that even hotels and partners working with large PR conglomerates aren’t getting the cut-through they need.
Many are coming to us saying, “We’re spending a lot, but we’re not seeing the return”, often because they’re bundled into the same campaign with hundreds of other properties or operators.
That’s where we make a difference. Our approach is focused, personalised and hands-on.
Q: So how do you stay relevant in the marketplace?
A: For me, it all comes down to relationships and service. What we do is personal: that’s the point of difference. I try not to stick to the traditional model. I want people to know they can call me directly and that I genuinely care.
It’s never, “You’re one of 500 hotels, so we can’t help.” That’s not how we operate.
We love working with new partners and yes, we’re growing quickly, but at the core, it’s still about delivering real support to both our agents and our suppliers partners.
Q: And are travel agents still relevant?
A: Absolutely, but the game has changed. Agents can’t just sell stock-standard packages anymore. They need to specialise, really understand their clients and offer something that sets them apart. That’s what keeps clients coming back.
It’s also why I’m so passionate about working with DMCs and unique properties with a story. You want partners who are on the ground, who go that extra mile that you can speak to directly.
We recently had a great example in Africa; an agent needed an updated video of a hotel suite for their client and one of our DMC’s staff literally went down, filmed the suite and sent it through. That kind of personalised support makes all the difference.
In today’s world, clients can find the basics online. What they can’t find is care, insight and truly tailored service with hotel value additions, and that’s where a good agent stands out.
Q: What’s the buzz you get out of running Jones & Co?
A: For me, it’s those moments when someone I’ve worked with comes up, gives me a big hug and says, “My clients just got back and had the most incredible time. Thank you.” That’s what it’s all about.
It’s also the relationships with our suppliers, many of whom I’ve known for most of my life. They’re like family. At Jones & Co, we’re not just a number. We have a name, a face, a soul and we truly care.
