Travelers' priorities have changed over the years, but travel agents have succeeded in adapting for the most part.
They especially continue to thrive in the Internet age.
The major theme in 2017 is: Experiences. Travelers young and old value one-of-a-kind experiences over tangible items and bucket list attractions.
"People want to see the world before it changes, and it's changing fast," In the Know Experiences co-founder Lia Batkin told Vogue. "They want truly authentic, unique experiences."
Even luxury travelers are seeking a mix of experiences, including those that bring them in close contact with a destination's local culture. This is where an agent can come in a craft the perfect itinerary.
Millennials are another bright spot for travel agents as they rely on them more so than any other demographic.
"It feels that millennials are looking at the whole travel experience, saying, 'I'm not coming here to book my airline ticket or my hotel. Help me find the right things to do when I go to a particular destination,'" American Society of Travel Agents (ASTA) president and chief executive officer Zane Kerby told TravelPulse's David Cogswell earlier this year.
A recent consumer research project from ASTA, titled "How America Travels," found that, of those travelers who have used a travel agent in the last 10 years, 80 percent have a favorable view.
Meanwhile, the ASTA's 2015 Travel Decision Making survey uncovered that 92 percent of those consumers who used a travel agent planned to do so again. What's more, 50 percent said they planned to increase their use of agents in the future.
Elite Travel CEO Tammy Levent also points out that a key factor in the popularity of agents is their ability to ease painful headaches for their clients.
"We are there if something goes wrong. We are there to do the work for them, booking the trips and the excursions. We have everything ready for them so all they have to do is go to the vacation spot of their dreams and enjoy themselves." wrote Levent.
Today's travel agents also bring tremendous credibility to the table when it comes to pinpointing the can't-miss local spots and maximizing on a client's time in a particular location.
"You have to be local to propose authenticity and quality and to be able to continuously select and scout new travel experiences," Beautiful Liguria's Emanuela Raggio told Vogue.
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Being able to build a relationship between agent and client is also important. Research shows that many travelers revel in the trip planning process. Therefore, Kerby believes it's vital for agents and travelers to brainstorm together.
"They are not going to take away the consumer's ability to click around. Our messaging has got to be: 'Get out there and see everything you can see on the Internet and then come and talk to me. Or give me a call while you're doing it and let's plan this together,'" he told TravelPulse.
Agents' contacts, expertise and human touch have always been appealing to travelers. Nowadays, their ability to construct a personalized getaway based on client preferences is what truly makes them indispensable.
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