Travel Agency Industry Reinvented

In February 1995, U.S. airlines first capped and then cut travel agency commissions, one of many events including the advent of credit cards, computer reservation systems and the dawn of the Internet that led some to predict – incorrectly – the demise of the travel agent.

But travel agents viewed these challenges as opportunities for rethinking their business model. Over the past two decades they reinvented themselves, becoming more dynamic, nimble and robust as they focus on serving the diverse needs of individual clients. As a result Travel Leaders Group, North America’s largest traditional travel agency company, says that the industry is stronger than ever and reaching a vital new audience – millennials.

Surveys point out numerous reasons why more consumers have turned to travel agents over the past few years for help planning vacations. From an intimate knowledge of destinations to assisting before, during and after a trip, today’s professional travel agents offer unique expertise and are there when clients need them the most. In fact, according to Travel Leaders, the number of agents who are available to their clients round the clock and also during their travels has grown exponentially.

Interestingly, a recent study by MMGY Global found that significantly more millennials used the services of a travel agent during the past 12 months than older generations. This is a generation that loves to travel, to go far afield and seek out new experiences. Millennials rely on travel agents’ knowledge of destinations and suppliers across the country and around the world. They also want the sense of security that comes with knowing there’s somewhere to turn if they need help while away from home.

In today’s travel agency industry, travel agents are increasingly able to provide travelers with an array of amenities and services that they wouldn’t be able to obtain on their own. For example, the Select Hotels & Resorts Program from Travel Leaders offers more than 600 of the most prestigious luxury and ultra-luxury properties around the world. Amenities include complimentary breakfast, as well as early check-in and late check-out and room upgrades when available. The company’s Worldwide Hotel Program enables agents to provide clients with highly competitive rates at approximately 34,000 properties worldwide.

Traveling to a place you’ve never been, especially if it’s a foreign country where you don’t speak the language or know the culture, can be a daunting prospect. That’s why today’s skilled agents work with destination marketing companies (DMCs) embedded within those countries. DMCs like Travel Leaders’ In-Country Partners enable agents to provide clients with additional insider knowledge in finding the best local vendors, the most unique hotels and resorts and the most knowledgeable guides. It’s all designed to give travelers a personalized, in-depth and culturally authentic experience no matter where they go.

Finally, today’s travel agents understand that when consumers are online “shopping” for a travel agent, they want a true specialist. Travel Leaders’ Agent Profiler was the industry’s first online tool to enable consumers to find the perfect travel agent by selecting from a range of specialties, destinations and other search options. Agent Profiler 2.0, unveiled last fall, incorporates improvements that make it even easier for travelers to connect with the person who can best help them plan their trip.