CBS News Profiles Travel Agent Evolution

Travel agents aren't going anywhere but they are adapting with the times.

A recent profile by CBS News, assisted by the American Society of Travel Agents (ASTA), showcases the evolution of agents and how many are thriving despite increased competition in the Internet age.

While more and more agents are opting to trade in their office for the living room sofa—a recent ASTA study found roughly half of agents are home-based—many are maximizing on their knowledge and one-upping online travel agencies by opting to specialize.

By creating a niche, agents can put their passion and experience to work and improve their chances of reaching those travelers in search of a specific experience. While it may not be for everyone, it's certainly more likely to resonate.

CBS News highlights several examples, including agents specializing in cruises for cat lovers, beer-themed river cruises and tours and even nude travel.

"More power to the travel agents who can be 'one size fits all,' deal with a lot of quantity and still make a good living that way," said TravelPulse Director of Digital Content, Michael Schottey. "For most, though, the best way to win the battle against OTAs is going to be hyper-specific/over-the-top customer service, because a website will never be able to offer that."

As the CBS News profile points out, most travelers planning on their own view up to nine different websites before booking. No matter the niche, agents can save clients from choice overload and craft a trip that checks all of their boxes.

"For the past few years, you’ve heard us say that consumer awareness is a top priority. It’s great to have evidence to point to that shows that it’s working," ASTA Communications Director, Erika Richter told TravelPulse. "We really began rolling up our sleeves in 2016 and since then we’ve noticed a distinct shift in the tone of the conversation in the mainstream media. We’re changing the 'do travel agents exist' questions to 'how do I find the best travel advisor' and 'what can a travel advisor do for me.'"

READ MORE: The Agent's Corner: The Right Kind of Selfish

Agents looking to nail down their niche should first determine the who, what and where they want to market to, according to IntroverTravels Founder & Chief Explorer, Jacob Marek, who recommends agents find a "sweet spot of specificity" to avoid being too broad as well as turning off potential clients.