More People Using Travel Agents?

More People Using Travel Agents?“The reports of my death are greatly exaggerated.” I was reminded of that Mark Twain quip by a statistic I just stumbled across; according to Forrester Research, 27 percent of travelers used a travel agent this year, up from 23 percent in 2008.

Huh? I thought the Internet sounded the death knell for travel agents? At least that’s what everybody predicted. I mean, who would need anyone to help put together a trip when now it’s all right there on the Web?

More than one out of every four travelers, that’s who. Myself included.

Oh, not for everyday business trips on well-known airlines to familiar cities. Those excursions are indeed simpler for me to book myself. But the next time I’m headed to an unfamiliar place where choosing the wrong hotel (or the wrong airline, or restaurant, or transportation, or part of town) can mean the difference between a memorable experience and a disaster, I’m likely to seek professional help. Sure, the Web is a terrific way to filter information, but there’s a whole lot more to filter these days, and I just don’t have the time or inclination to do it.

Sure, the travel agency industry has evolved; it has had to. But there isn’t any sector of the economy that hasn’t—or doesn’t. In fact, travel agents may have even had an advantage in that the threat to their existence was so tangible that it created an undeniable sense of urgency.

Change in other industries tends to be more subtle. In the ad agency world, for example, there are some changes that everybody sees coming. But there are also those that are happening a bit more under the radar. I think my firm has a good handle on them (and we’re leading the way on some), but I’m under no illusions that there could still be something we’re not seeing.

No company can survive if it becomes irrelevant. My hat is off to those nimble travel agents that paid attention, kept their eye on the ball and found a new way to compete. If those of us in other industries follow their example, it will keep us from missing the boat.

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Steve McKeeSteve McKee is a columnist, marketing consultant, and author of “When Growth Stalls: How it Happens, Why You’re Stuck, and What To Do About It.” Learn more about him at and at

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No Comments

  1. Perry Wilson on August 7, 2010 at 3:48 pm

    You have a good point. I tend to use the internet when I have straight forward, major airport flights. I can work out how to get from Vancouver to Paris France, but to Paris Texas? Not a clue.

    I would reach out to a travel agent to make sure I booked the right flights and work out the ground travel arrangements.

    Industries that survive the competition from the do it yourself heaven of the internet are the ones who find a way to ditch the details and take on a consulting and expertise model.

  2. NorAzmi on August 8, 2010 at 5:54 am

    I tend to agree with Perry. I still believe there is still room for local travel agents to provide value to travellers whom book their flights and hotels through internet. What these local travel agents can do is link up through these airlines and provide on-line connectivity and assistant to the travellers going to particular locations. Home stays and Bed/breakfast providers can even get connected to local airports or airlines that go to these remote / rural places. Just my thoughts :-))

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