As I travel across the country, I get the chance to speak with major travel suppliers to get their views on what’s going on in the industry. Increasingly, I am hearing about the value they place on you, the travel agent. Even more importantly, they recognize the dedication and hard work that you provide to connect consumers with their products, as well as the human touch point you represent, which cannot be replaced through automated call centers.

As travel agents, you can deliver that intangible, personalized service that is truly valued by your clients. That may come as a surprise to President Obama, who earlier this year compared the travel agency profession to bank tellers and other supposedly “obsolete” professions. (I must admit that I still visit the tellers in my bank branch, who handle my banking needs with a similar personal touch.)

What we are seeing today is just how important you are as travel agents both to the travel industry and to the economy as a whole.

Travel remains one of the largest sources of employment in today’s economy. The largest generator of jobs in the U.S. today is the service industry – and travel agents certainly are a large and, believe it or not, growing part of that industry. What we are seeing today is just how important you are as travel agents both to the travel industry and to the economy as a whole. Indeed, the very personalized services you provide to your customers keep them loyal and worry free when they are on vacation.

Of the 57,000 private-sector jobs created this past summer, more than one in five were added in the travel industry. The fact that travel has out-performed other employer categories is nothing new in this recovery, as new hotels enter the market, as destinations add new travel offerings and as the cruise market continues to grow. That means there’s even more demand for your services, especially as suppliers and destinations seek to move their travel product not as price-driven commodities but as a value offerings for customers. What I increasingly hear from suppliers and destinations is that you sell products at a higher and more desirable yield.

It’s more important than ever for you to sell suppliers that drive revenue for your business and add value for customers.

At the same time, some suppliers still wonder whether you truly have the ability to drive or steer business to their particular brands. That’s why it’s more important than ever for you to sell suppliers that drive revenue for your business and add value for customers. It’s been said in the past and it’s even more relevant today: Sell those suppliers who support you and your sales efforts.

In today’s tough economic environment, of course, there are going to be more deals generated by every segment of travel, even in the luxury space. That’s why now more than ever you need to exert influence over your customers to buy travel with an eye to purchasing value. You need to be able to point out the true value inherent in a travel purchase -- a value that is not just measured in terms of the lowest price. You provide a vital resource to your customers who turn to you for customized help in handling their travel needs and a way out if they find themselves in a pinch while traveling.

Collectively Americans gave up more than 448 million earned, but unused, vacation days equating to roughly $67.5 billion.

According to a CNN/Money survey, in 2010 the average American got 18 vacation days but only used 14 of them. Collectively, Americans gave up more than 448 million earned, but unused, vacation days equating to roughly $67.5 billion. That represents tremendous earning potential for you as travel agents as well as to the suppliers and destinations that rely on you to sell their products.

You have enormous control over tourism dollars that indirectly support new construction and infrastructure for travel companies and destinations around the world. As we head into 2012, remember our road to economic recovery can be paved by the travel industry. It’s up to all of us to get people traveling again – and as travel agents you are more important than ever in doing just that.

Brett Couvillion is group publisher for Travalliance, parent of TravelPulse.com, Agent@Home magazine, Vacation Agent magazine, Travel Agent Academy, Virtual Travel Events and Travel Tribe.