The ‘re-rise’ of the retail travel agent

Travelers are becoming overwhelmed by the amount of information (and misinformation) on the internet, and therefore want an expert to help guide them

Eugene Ko, marketing director at Phocuswright, highlights the increasing complexity of travel booking, noting the abundance of online information and inspiration. He suggests that while people enjoy researching, using a travel agent can save time and effort by handling details and bookings, especially for complex itineraries or group travel.

Key takeaways

• Better technology available to agents has also played a role. Travel agents now have access to advanced retailing technology, enabling them to find highly personalized deals for customers, unlike the days of green screens;
• Travel agents frequently have access to exclusive deals and offers not found online, and this trend is expected to continue. They cultivate strong relationships with travel suppliers, enabling them to negotiate better prices or perks for their clients;
• There's a general agreement that the quality of services provided by retail travel agents has improved lately, partly due to their ability to offer additional extras for the in-destination experience.

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