Just when you thought travel agents were a dying breed, they rear their heads up and rule once more. They sound like conquering heroes, right?
The fact that travel agents have made such a comeback to restore their importance amidst the digital competition is quite a feat actually. Most of the time when we talk about digital competition we mean the harsh rivalry among businesses in the digital age. For travel and hospitality, it has been a more of a literal reality.
For years, this has been an industry ruled by travel agents. The last two decades, however, have rocked their boat big time. Emerging online travel agencies (OTAs) like TripAdvisor and Expedia have slowly edged them out — replacing the need for booking through a travel agent. Yet the Virtuoso Travel Week, held in August, showed a large number of travelers are opting for human route again.
Data received from the ASTA/TNS Global survey showed that 63 percent of the respondents said their overall trip experience improved when they used a travel agent, 66 percent said they could avoid costly mistakes, 64 percent said their agents found them better deals, and 69 percent said booking through an agent saved them time and money during the planning and booking phase.
The measurable stats show that using a travel agent led to saving time — at least four hours per trip — as compared to simple online booking. A major reason for this is you have to do all the research and comparison yourself for the latter, while travel agents will do the hard work for you if you opt for them.
Having said that, there are a few sites like Hotels.com that have done a splendid job of balancing the digital with the human quotient. Yes, you do your own research but as a registered member you can opt for help and get all the benefits as well.
But, as the study has proven, travel agents have still managed to find better deals and discounts. More than anything, they have a vested interest in each account — the human conscience that presses them to be there for their customers as opposed to the robot.
When in trouble — whether it's a natural disaster or a personal emergency — travelers have the reassurance they can reach their agents and ask for help. Who would they ask when they have booked through a site? Of course, travel sites have their help and "contact us" sections, but as we all know these are more related to booking and payment issues than anything else.
As the Forbes report of the Virtuoso Travel Week pointed out, the resurgence of faith in the human travel agent has been encouraging, and many agencies are once again looking to hire more travel advisors and consultants. With more violence and terrorism dominating news, natural disasters and Zika virus scaring away travelers from known destinations, travelers are more in need of guidance and help than ever.
Just going online and choosing a destination is no longer enough. Vacationers need to go vertical and learn more about each place — the benefits and possible problems alike. It is perhaps for these benefits that consumer choice for travel agents is at its highest in the three years, as an ASTA study shows.
The debate is ongoing, and the figures are ever-changing in favor of one or the other. In this scenario, a recent Travelzoo study sheds a brighter light.
More than 6,000 Asian, European and North American members were asked about their travel booking habits to understand the true nature of the agent vs. online booking rivalry. It showed that the results greatly vary across regions.
Over 85 percent of Chinese respondents preferred booking via a travel app, while Europeans and Canadians seem to value travel agents more. The U.S. and Latin America follow China closely in their preference for online booking, but the figures — especially for the U.S. — have been skewed in favor of the agent in recent years.
