1. Travel agents offer guidance.
It’s a scary world out there, and even seasoned travelers are a little nervous. Whether the destination they are considering is facing the Zika virus or the threat of terrorism, travelers are more inclined to talk through their concerns, and get unbiased information, from a live agent. “The tips we can give them, the advice, those things you just can’t get booking online,” says travel professional Diane Bower, at CruzDiva Travel in Huntersville, NC.
2. Travel agents give you more for your money.
Agents have access to deals and promotions travelers do not. From cruise lines to hotels to tours, suppliers know their top travel agents and slip them upgrades, bonuses, special offers and early entrance tickets that make their customers feel special, and save them an average $452 per trip.
3. Travelers are frustrated with online travel agencies.
Consumers are wising up. Online travel agencies (OTAs) often advertise one price, and then tack on fees and other hidden charges, or restrictions and blackout dates in the fine print. And there is just too much information out there to sort through. And doing the research is overwhelming. Among travelers who regularly seek information from an OTA when planning a vacation, only 13% typically book their reservations on OTA sites, according to MMGY Global’s 2015 Portrait of American Travelers, compared to 36% in 2014.
4. Better customer service.
While OTAs have call centers to assist customers with basic site navigation, they offer little further support. Travel agents help during the booking process and stay with you to make sure all goes right. And when there is a problem, they are there to intervene—whether it’s a supplier who doesn’t deliver or an emergency that makes them cancel the whole trip. Shawn Fitzpatrick, manager of Marlin Travel in Ontario, says suppliers work with his agency on a case-by-case basis, and often “help us out when needed.” And with an agent, “you have someone advocating for you,” says Stefanie DiBernardo, travel advisor at Contrino Travel, Inc. in Staten Island, NY.
5. Deep knowledge of the destination, and personal understanding of your interests.
Agents often specialize in niche markets, so they can offer even more insight into a specific destination or segment of travel, like LGBT or destination weddings. And they spend a little time getting to know the customer, so they can make recommendations tailored to what you want to do. “It’s almost like your best friend is booking a trip for you,” says DiBernardo.
6. Travel agents’ customer base is skewing toward Millennials.
The percentage of travelers under the age of 35 who prefer to book their vacations through a travel agent increased 50% between 2014 and 2015, reports MMGY Global. They don’t have time to wade through all the options, and they understand there is only one chance to make a vacation perfect. Just as they hire an expert to do their taxes or maintain their garden, they want a knowledgeable professional to help them make this most important decision.
Travel Market Report