All this week we’ve been running video segments from my appearances on television stations around the country, including ABC Las Vegas; NBC Columbus, Ohio; CNN; and NBC’s Today Show. If you’ve watched the first three you’ll notice a consistent theme throughout: I’m promoting the value of travel agents to consumers in each of those markets.

Indeed, a segment on Chicago’s WGN as well as ABC Las Vegas focused exclusively on why to use a travel agent. You’d be surprised at how many people have either forgotten what agents are capable of or who aren’t familiar with their work in the first place. I’m doing what I can by booking as many engagements as possible to get the word out about the value of travel agents.

Now I’m an independent business owner who isn’t an owner or a strategic investor in any particular travel agency organization. But I do have a financial interest in the continued success of travel agents given my investment in the magazines, websites and software solutions that agents can use to build their business. By helping travel agents succeed, my business succeeds as well. Even though I have self interest in their success, I’m not alone in this particular area. Many organizations have the individual travel agent and travel agency owner to thank for their success, but some of these players seem to have a bit of trouble with their memory.

They forget that travel agents are on the front lines promoting travel despite a decade of upheaval that has negatively impacted this entire industry. They forget that these agents work tirelessly and for no pay in this regard, only to be compensated when these efforts turn into a sale. They forget that these same agents retooled and re-focused their efforts to their benefit when the market suddenly shifted in the 1990s. It’s time to step up and recognize the efforts of travel agents, both publicly and privately within travel companies and groups around the country.

Many of the travel organizations that have benefited from travel agents’ efforts, membership dues or general support over the years have a responsibility to support the agent trade. One way they can do this is by touting the value and expertise that travel agents provide during the vacation decision-making process. Considering it’s one of the biggest discretionary investments for most families and individuals in any given year, some third-party advice makes a lot of sense. And who is better equipped to deliver that advice when it comes to travel?

Suppliers and travel organizations should be out there encouraging consumers to use a travel agent to plan their trip, even though they have the ability to take a direct booking. And why, you might ask, should they do this? I think the answer is quite simple: How much more powerful is their brand when they refer to a third party that echoes their value proposition to a potential customer?

Travel agents who know and sell a particular brand would jump at the chance to reinforce that brand’s promise, handle all customer questions and interactions, plan all aspects of the trip and leave the supplier to fulfill the experience. This would create a better travel experience all around and a more satisfied consumer.

What’s the cost? Some might say it’s the cost of the commission, but it’s far less than that, and some say it actually saves the company money. They forget the costs of hiring internal staff to handle those consumer questions and transactions when factoring in their commission “savings.” It’s what some refer to as a “phantom economy,” meaning they recognize the savings on one line of the financial statement, but fail to see the increased cost on another line.

We all can and should do a better job promoting the value of travel agents, including travel agents themselves. I’ll continue to do my part with anyone who will listen and give me a platform to get that word out. That means I’ll be available anytime and in anyplace to deliver this message. I encourage others who have the ability to do the same to make sure they are heard as well.

Mark Murphy is president and CEO of Performance Media, parent of TravelPulse.com, Agent @ Home magazine, Vacation Agent magazine, Travel Agent Academy and Virtual Travel Events.