Why Travel Agents Still Matter in a World of Online Booking

Whenever I tell friends outside of the travel industry that I’m heading to a travel trade event with agents, I often hear the same response: “Are travel agents still a thing?” Many of them are convinced that in a world of online booking and travel apps, the role of the travel agent has become obsolete. But that couldn’t be further from the truth. In fact, travel agents are still a vital part of the industry, and more people are turning to them for their expertise and personalized service.

Here’s why travel agents are still thriving, and why people continue to rely on them to book their dream trips.

?The Power of Personalized Expertise

If you’ve ever spent hours combing through endless travel websites, trying to figure out which destination is best, what time of year to visit, or which hotel won’t be a disappointment, you’ll understand the value of a travel agent. Agents are experts in knowing the ins and outs of the industry. They don’t just book a hotel for you—they help you craft an experience.

Maybe you want to visit a destination that's not on the typical tourist path, or perhaps you have specific needs, like traveling with kids or someone with special accessibility requirements. Travel agents have been there and done that. They know which destinations are family-friendly, which resorts offer the best accessible accommodations, and the little extras that will make your trip special.

That personal touch is something an algorithm just can’t replicate. It’s like having a trusted friend who knows exactly what you're looking for and how to make it happen.

Simplifying Complex Travel Plans

If you’ve ever tried to plan a trip with multiple stops or tried to coordinate a group trip with family or friends, you know how quickly things can get complicated. Travel agents shine when it comes to complex itineraries. Instead of managing endless bookings, transfers, and adjustments on your own, you can leave all that to a professional.

Agents can easily pull together intricate travel plans and handle every detail. If something goes wrong—like a delayed flight or a missed connection—they’ll work behind the scenes to fix things while you relax. That peace of mind, knowing someone has your back, is priceless.

The Hidden Gems and VIP Perks You Didn’t Know About

We all want a great deal on travel, but it’s not just about saving money. It’s about getting the most value out of your trip. Travel agents often have access to exclusive deals and perks that you won’t find on mainstream booking platforms. We're talking room upgrades, complimentary breakfasts, resort credits, or even a surprise bottle of champagne waiting in your room.

Many agents have close relationships with hotels, airlines, and tour operators, which means they can often unlock those little extras that make your trip feel special. That’s something a search engine simply can’t deliver.

There for You When Things Go Wrong

One of the most underrated benefits of working with a travel agent is the support they provide when things don’t go as planned. Maybe you’ve been stuck on hold for hours trying to reach an airline or hotel after a flight gets canceled—something we’ve all experienced in recent years. Travel agents can handle all of that for you.

They are your personal advocate when things go sideways, whether it's rebooking flights after a delay, securing a refund when you need to cancel, or finding alternative accommodations if something goes wrong with your hotel. It’s a level of service that gives you peace of mind, so you can focus on enjoying your trip rather than stressing about logistics.

People Are Still Booking Through Travel Agents—Here’s Why

Despite the rise of online travel booking platforms, a significant number of travelers still prefer working with travel agents. According to a survey by the American Society of Travel Advisors (ASTA),?47% of travelers who used an agent before would do so again. This might come as a surprise in the age of apps and DIY bookings, but for those who have experienced the value of a travel agent, the choice is clear.

Travel agents still book a significant chunk of travel arrangements, especially for more complex trips. For instance,?30% of all airline tickets in 2022?were booked through travel agents. Why? Because people appreciate the personalized service and the confidence that comes with having an expert handle their arrangements.

In the luxury travel sector, agents play an even more critical role. According to Virtuoso,?90% of luxury travelers?prefer using an advisor. Whether it’s a five-star getaway or a complex international itinerary, high-end travelers know the perks and peace of mind that come with having an expert at their side.

Millennials and Gen Z: The Unexpected Fans of Travel Agents

Interestingly, it’s not just older generations or corporate travelers turning to agents. Many Millennials and Gen Z travelers are embracing this “old-school” service too. A survey by Travelport found that?44% of Millennials?and?30% of Gen Zused a travel agent for their last trip.

Why? These generations are adventurous and eager to explore new destinations, but they also want experiences tailored to their tastes. Plus, with the rise of travel influencers showcasing curated, personalized trips, younger travelers want that same VIP treatment. Whether it’s a month-long backpacking trip or a destination wedding, they’re realizing that having an expert take care of the logistics is worth every penny.

Travel Agents During the Pandemic: A Lifeline

If there was ever a time that highlighted the value of travel agents, it was during the COVID-19 pandemic. With so many cancellations, restrictions, and uncertainties, travelers who booked through agents had someone to handle the chaos for them. According to ASTA,?76% of travelers who used a travel agent during the pandemic?said they would likely use one again because of the ease and reassurance they experienced.

Navigating the ever-changing rules for travel can still be overwhelming—different countries have different entry requirements, and airline policies can shift quickly. Having a travel agent to guide you through it all is like having a seasoned co-pilot who’s ready to tackle any turbulence.

?Travel agents offer something you just can’t get from an app or website: personalized service, insider knowledge, and the peace of mind that someone has your back when things don’t go as planned. Whether you’re planning a luxurious vacation, a multi-stop journey, or a group event, they can make the process seamless and stress-free.

So, while it’s easier than ever to book travel online, it’s clear that many people still value the human touch that only a travel agent can provide. They’re the ultimate travel problem-solvers, and their expertise will keep them in demand for years to come.