Home Past Newsletter Articles The Fate of the Modern Travel Agent
The Fate of the Modern Travel Agent Print E-mail
Written by Catherine Banks   
The popularity of Internet research, online bookings and the new policy of airlines offering zero commission has led many people to believe that travel agents will become a dying breed. The preconceived notion that the travel industry is shrinking to its death may be present because of the closing of several agencies and the newfound extensive marketing campaigns of travel sites such as Expedia, Travelocity and Orbitz.

While it may appear to an outsider that travel agencies will soon be facing an ill fate, this vision couldn't be farther from the truth. Travel agents are experts in their field and people know that if they want the best, they should go to the experts. Travel agents can offer expert guidance, a feeling of ease and the best deals to their clients. The travel industry is alive and well because vacationers know travel agents are the most reliable source to help plan the perfect vacation. Many travelers turn to travel agencies for help because of the shortcomings of the Internet and online booking. Travel agents will survive this surge of Internet popularity and airline abandonment because they are able to deliver good service and provide truly professional advice.

Internet Research and Travel Planning
Many Internet savvy planners may think they're up for the challenge of sorting through hundreds of travel websites to find the most accurate reviews and cheapest vacationing rates. However, after hours of reading contradicting evaluations and plugging information into several online cost estimators, even the most patient people can start to lose their minds. Travel agents offer travelers the well-researched and simple facts of their potential destinations. Those who don’t want to deal with the headaches of search engine after search engine know they can turn to a travel agent for the best price and honest details.

A vacation destination's website can often make the location look like Heaven. Website creators are careful to use only the best pictures of the best rooms and the most flattering shots of the buildings and surrounding site. The real aesthetics of the location may be a surprise to some travelers who only go by the pictures shown on the website. These photos may have been taken years before, when the destination had just opened. The beautiful room shown in the pictures may be the one expensive penthouse suite that is not even available to travelers.

The reviews, descriptions and testimonials on the websites of these destinations can be biased because they are usually written by the staff, management and hired copywriters. Travel agents offer their clients complete honesty about the destinations because they only take into account the most trustworthy and first-hand experience client reviews. Agents offer their clients the truth about a vacation destination including its strengths and weaknesses, instead of just how "perfect" it may be.

The Reality of Online Bookings
Since the Internet is often the resource that many people turn to for shopping, research and communication, it may be assumed that travel bookings are mostly done online as well. However, recent research has uncovered that online travel bookings are declining and customer satisfaction with online travel sites has also taken the same nosedive. According to a recent survey performed by Forrester Research, fewer people are booking their travel plans online. This year, about 9 percent fewer people booked their travel plans online than did in 2005.

Many of the major travel websites including Expedia, Travelocity and Orbitz, have also experienced a decrease in customer satisfaction. These three travel sites used to be the leaders in the travel industry but they seem to be losing their customers due to dissatisfaction. Some researchers believe these websites have lost their spark because consumers are getting tired of spending hours on a confusing site weighing their many perplexing travel options. Many consumers also may feel that while the booking may be easy to do on these sites, making a change to the itinerary can become a nightmare. These research surveys concluded that other Internet based functions are all increasing in their usage and satisfaction levels. The travel industry and travel websites are the only e-commerce segment that has experienced a decreased usage and customer satisfaction level.

Goodbye to Airlines and Several Agencies
The decision of all airlines to offer zero commission to travel agencies may have seemed like it would rock the travel industry's boat. However, most travel agencies had already limited their interactions with airlines and were focusing more on vacation packages. The concentration for travel agents lies in vacation travel. This allows agencies to deal with companies that are eager for their business and they are able to get the best priced packages for their clients. While the airlines zero commission change may seem like it would impact the travel industry, it has made the industry grow stronger and allowed agencies to make solid connections with vacation travel companies.

The closing of several travel agencies may have been the reason a majority of the public has concluded the travel industry is in trouble. The closing of these agencies has only allowed the ones who have survived to thrive. Existing travel agencies have seen an increase in business and a boost in clientele due to the collapse of a great deal of their competition. Those agencies that have recently closed have more than likely been in financial trouble for a long time and their failure was inevitable. The present travel agencies have proven their strength and will only become stronger with the onset of more business and less competition.

A travel agency like Legacy Travel only has a great and rewarding time to look forward to. A great staff, fun atmosphere and years of experience contribute to a glowing outlook towards the future. The sales at Legacy Travel are the highest they have been in the agency’s 19 year history. It goes without saying that people know to come to the experts to get the job done right. Even with the bumps in the road that may have tripped up a few other travel agencies, Legacy succeeds and has confidence that its customers will continue to use the agency with experience, honesty and knowledge of travel.
 

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