are travel agents becoming obsolete

Dying Careers You May Want to Steer Clear Of

It’s tough to change, but your job could depend on it. Be flexible in your career goals – and talk with your kids about their own aspirations, because if you want to be employed for the long haul, you need to think about how industries are changing.

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No one has a crystal ball, but we are in a time of great change, and we want our skills to be relevant and needed moving forward. And just as important, we want our kids and grandkids to have happy and fulfilling jobs. Which brings us to an important question: What jobs are likely to disappear or become obsolete over the next decade or so?

Jobs That Disappeared

If you were a carriage maker in the 1900s, it would be a hard conversation to have with your kids who came home to tell you about this new machine that was invented, the automobile. You may have said, “It’s a fad. It’s noisy, it breaks down, it goes slow, it gets stuck in the mud and manure, it’s expensive … it will never replace the horse and buggy.”

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Can you imagine when people first saw the airplane? It may have been impossible to think that it would change the way people moved across the ocean.

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Or, remember when you saw the first cordless phone, and it looked like a shoe box? Did you ever think that your trusted home phone could be replaced by a cellphone?

You get the point. What I want to highlight is that all of these new ways of doing things greatly impacted the jobs and people who worked in these soon-to-be obsolete industries. Think of all of the farriers (horseshoers) who lost their jobs as the car took over the world of local transportation. Think of the cruise ship owners and workers who were replaced by the advent of air travel. And we know how the world of the internet exploded the world of personal and business communication. If you are not knowledgeable about computer technology, you may not have a seat at the new worktable.

What Industries Will Become Obsolete in the Future?

I want to put a disclaimer on this list. No one knows for sure which professions will or will not exist or how they will morph into new incantations of themselves. Here are some that I have been thinking about:

• Real Estate Agent: The old days of having a person pick out a home for you to tour are swiftly slipping away. There are so many sites to help you choose the location, school system, amenities, etc. of a new home, that real estate agents are starting to disappear. As the final stages of where you want to live come closer, you may want the help of a real person, but the fees they charge are coming under pressure as their value diminishes.
• Truck/Taxi Driver: Driverless technology is advancing quickly. It’s estimated that roughly 33 million autonomous vehicles will be on the road by 2040.
• Doctor: This is controversial, because so many people want to be taken care of by a live person. The pandemic ushered in the transition to telehealth. I believe that we are about to witness another revolution. No one doctor has all of the knowledge to diagnose a patient, and they do not have all of the historical data and possible treatments at their fingertips. As soon as global medical data becomes available, the computer can diagnose, research DNA, and set about a cure for the vast majority of people. Today, not all medical data is shared.
• Librarian: It pains me, but gone will be the days of researching or reading in a library. The digital library is at everyone’s fingertips.
• Cashier: In the old days, there had to be a person to check you out, take your money and give you change or charge your credit card. We are rapidly moving into becoming a cashless society. Gone will be the need to even learn the life skill of making change; our computers will perform all of the banking needs we have. Amazon, through its Amazon Go brick-and-mortar stores, is experimenting with a new checkout system. You scan an Amazon Go app at a turnstile when you enter and just exit without checking out when you leave.
• Delivery Driver/Mail Carrier: As drones get more sophisticated, there will not be a need for humans to deliver packages and mail. Much of your junk mail has already been converted into junk email. Even Social Security has abandoned physical checks, and many utility companies are moving in that direction with their billing, too.
• Bank Worker: Banks are going to physically downsize, as much of our monetary transactions are done digitally. Bank branches will begin to close as online banking increases. Millennials are also using digital solutions for their investing needs. The fin tech world is exploding with new mobile investing devices, as well. As people become more comfortable with investing digitally, it will mean there will be fewer and fewer live financial advisers and bank personal.
• Sports Referee/Umpire: Even soccer’s governing body, FIFA is relenting to pressure to introduce more technology into the game with video assistant referees . Many other sports, such as tennis, also have been using technology to make real-time decisions.
• Fishers: We have overfished our waters in many places, and global warming is negatively impacting remaining species of fish. If we are to eat fish in the future, it will most likely be farm raised. The typical fisher will no longer be able to go out and fish.
• Lawyer/Legal Secretary: Deloitte has indicated that over the next 20 years, 114,000 legal jobs could be automated. It is similar to the medical profession. Our digital world can instantaneously provide case history and feed your data into a system to find your legal solutions. The documentation could also be filed electronically.
• Factory Workers: Automation is already interrupting these professions. It is estimated that there will be shrinkage of over 204,000 jobs by 2029.
• Travel Agent: Before the internet, it was really great to talk to a live person who could help you cobble together your whole vacation. That professional could get you the best hotel and accommodations at the best rates. Today, there are many easy-to-use websites and apps that can help you research and book every part of your vacation. Employment for travel agents is expected to fall 26% from 2019 to 2029.

Don’t Be Bummed, Be Inspired

My goal was not to depress you if you or your loved ones are in any of these industries. It is just to get you thinking about the future so that you can be on the forefront of the new world with new job opportunities.

This can make for great dinner conversation with your kids. Ask them what they see in the future and what jobs will disappear and what others will be created. Part of being a parent is to help our kids to be resilient to change.

Remember the words of Albert Einstein; “The measure of intelligence is the ability to change.”

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This article was written by and presents the views of our contributing adviser, not the Kiplinger editorial staff. You can check adviser records with the SEC or with FINRA .

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Neale Godfrey is a New York Times #1 best-selling author of 27 books, which empower families (and their kids and grandkids) to take charge of their financial lives. Godfrey started her journey with The Chase Manhattan Bank, joining as one of the first female executives, and later became president of The First Women's Bank and founder of The First Children's Bank. Neale pioneered the topic of "kids and money," which took off after her 13 appearances on "The Oprah Winfrey Show." www.nealegodfrey.com

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How to Become a Travel Agent—Because, Believe It or Not, the Industry Is on the Rise

By Scott Bay

There’s a reason “how to become a travel agent” has been a continuously trending search phrase on Google—it is a career path that offers a flexible work environment and schedule, ample travel opportunities, and an immersion into a supportive world-wide industry. It's a surprise to some in 2023: Once the internet became widely available, it was largely believed that needing a travel agent was obsolete. However, even though the brick-and-mortar agencies with punny names in strip malls have vanished, the career is on-the-rise .

New software options are making it easier than ever for people to make money planning trips, either as a side hustle or as a full-time business. That’s why Cherikonda, India-based stay-at-home mother, Maya Kapoor-Miller, decided to enter the professional world as a travel agent this year, at 31. “I knew nothing about the travel industry prior to signing up,” says Kapoor-Miller, who decided to use San Francisco-based booking platform Dreamport to establish her online travel advisor business. “It is my first business in life, and the only one that you can start with no investment.”

But there's also a rise in demand. When people ventured back into the world after the pandemic, travel agents saw an overwhelming amount of business . And that momentum hasn’t stopped—when travel is complicated, like it was in 2020 and 2021, travelers turned to professional trip planners to create a seamless vacation. For better or worse, traveling has remained complicated and chaotic, with new rules being implemented (like Americans needing to pay a fee to visit Europe in 2024 ) and airline strikes and staffing issues. Offloading all of the nitty-gritty details to someone else is more appealing than ever.

For those entering the field, there's also the age-old motivator: a love of travel. 

Shelton Ellis, who is based in North Carolina, recently saw these opportunities and left behind more than 20 years in public relations and global advertising to turn his passion into a career. “I was born with a wanderlust that would wear Rick Steves out,” Ellis says. “I decided to take the leap and follow that lifelong yearning. Transitioning into this role was really about learning how to monetize what I'm passionate about.”

Whether you are looking for a new career path or a lucrative side-hustle—or simply curious about those taking the plunge—here’s how to become a travel agent, from the qualifications and education required, to anticipated earnings, according to those who have made the shift in the past year. 

What exactly does a travel agent do?

Travel agents, or travel advisors (the term is mostly interchangeable), manage everything that goes into a trip for their clients: the flights, car transfers, accommodations, restaurant reservations, and more—they even inspire the itinerary. The reason people turn to travel agents, aside from having a helping hand during any travel chaos , is also to tap into the travel agent’s first-hand knowledge of destinations, and their industry partnerships, which often lead to perks such as hotel upgrades, ideal airplane seats, and experiences that can’t be found on a search engine.

“You have to remember that as a travel agent, you will be a guide for people during their happiest moments—family reunions, weddings , baptisms, and once-in-a-lifetime experiences that people have dreamt of,” says Kapoor-Miller. “It has been one of the most rewarding aspects of being a travel agent. You navigate people, inform them, and help them choose.”

So, how do you become a travel agent?

There are many ways to become a travel agent, from joining an existing travel agency , to starting an independent business from the ground up. Others are opting for one of the buzziest start-ups in the travel industry, Fora . When it launched in 2021, the software company, which trains and provides search engine-optimized profile pages to advisors—at one point had a waitlist of over 30,000 people eager to begin a part-time gig. Travel photographer and Condé Nast Traveler contributor Amanda Villarosa is currently in the process of joining.

“I'm the person that friends and family come to for travel recommendations, tips and tricks, and general travel advice,” says Villarosa. “After discovering Fora and looking into it, I realized that it could be the perfect side-hustle, considering I'm already so involved in the industry.”

With additional flexibility, Villarosa was able to move from New York City to splitting her time between Denver and Los Angeles . She says that the sign-up was quite straightforward. “You're given a dedicated Fora email and have access to advising tools and fellow Fora advisors,” she says. “The training is in the form of Zoom meetings and videos, which you have the option to watch at your own pace. Once completed, you take a certification quiz and you're on your way to advising.”

The other ways in are slightly more involved. To begin an independent practice, you go about it like many other businesses. You will have to create an LLC, establish a business name, cultivate marketing materials, build a website, find clientele, and more.

Ellis found something in the middle, choosing to connect with an established travel agency. “Don't be afraid to reach out to an agency looking to take on new advisors and is willing to mentor," says Ellis. "I was fortunate to learn so much from Annie Chambers, the owner of Crafted Escapes , who has seven years in the business.” He now knows the ropes on everything from using itinerary-building software to destination-specific training, to the sales and marketing aspects of the trade.

Is there required education or qualifications?

Ellis says that there's no certification, per se, required to become a travel advisor, but there are countless training courses available like Departure Lounge ’s classes on navigating the industry through hotels and tour operators. He said it’s also important to stay on top of travel trends. Ellis recently completed travel agent training programs provided by premier cruise lines such as Virgin Voyages , Ritz-Carlton Yachts , and Cunard to help agents sell their products more accurately.

How much does a travel agent make?

What a travel agent earns depends on how many trips they successfully book for their clients. The entire model is commission-based, meaning agents earn a percentage of the total cost of the vacation they orchestrate. Many travel advisors choose to charge a flat-rate planning fee in addition to their commission, but balance is key—if you charge a high planning fee, it could lead to potential clients going elsewhere.

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Fora ’s website states that “some of our full-time, expert advisors earn well into the six figures (or beyond).” So a lucrative career may be on the horizon, for those who are able to build a robust client base and excellent industry connections.

How much you make can also depend on where you live around the world. “I am being paid in dollars,” says India-based Kapoor-Miller. “So the currency fluctuations of the local exchange rate are not something I am worried about.”

What are the key skills required to become a travel agent?

“Travel agents need a mix of customer service, communication, destination knowledge, organizational, and problem-solving skills,” says Kapoor-Miller. “But I would say that adaptability, flexibility, curiosity, and cultural sensitivity top them all—you have to put yourself in other's shoes, and understand the requirements, hopes, and expectations of your clients along with any worries and questions they may have.”

It’s vital to have a passion for traveling, even the aspects of the process that aren’t as exciting, such as learning about new airline routes, train schedule updates, and industry news. “It can be an information-heavy hustle, and I believe it's important to be excited about it as that energy definitely transfers to your clients and partners,” Villarosa says.

Should travel advisors choose a specialization?

Many travel advisors have found success through becoming an expert in a few types of travel and destinations. “It's important to become an authority and learn as much as you can through personal experiences and continuing education,” says Ellis. “As a proud member of the LGBTQIA+ community , an avid snow skier, and scuba diver, I know not only the popular destinations but others that are off the beaten path, equally safe and adventurous for all travelers.” This helps travel agents establish a competitive edge, and hopefully convince potential clients to choose them for their expertise.

What are the benefits of being a travel agent?

“Flexibility tops them all,” says Kapoor-Miller. “And the ability to start without industry knowledge. If you worry that you are too old for this job, the good news is that this is a job you can enter and enjoy at any age.”

Another great perk is the "Familiarization trip,” says Ellis. “Tourism boards and hotels invite agents to visit and familiarize themselves with a particular country and its properties. After all, any accomplished salesperson should learn everything they can about their products first-hand...even if they're in Bora Bora.” It's hard work, but someone's got to do it. 

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Make Way for the Travel Agents. Again.

After a devastating year, the travel industry is hoping for a rager of a rebirth this summer. Travel agents are planning the festivities.

By Lauren Sloss

With more people getting vaccinated and the C.D.C. largely giving the greenlight to travel for those who have had all their shots, a real-deal vacation this summer may be a reality for millions of Americans.

The news couldn’t come soon enough for the travel industry, which is hoping for a Roaring Twenties-level rager of a rebirth this summer. Flight bookings are up, hotels are filling fast , rental cottages have no availability and travelers are desperate to go pretty much anywhere .

Acting as de facto party planner? The previously disrupted, still-kicking, often misunderstood travel agent.

“We have clients who are calling us from the 15-minute waiting period after their second vaccine shot,” said Wendy Burk, founder and chief executive of Cadence , a La Jolla, Calif., travel agency. “They’re making sure they don’t have an allergic reaction, and they’re on the phone with their travel adviser saying, ‘Book me now! Book me anything!’”

Many travel agents are seeing an unprecedented surge of business, as Covid-19 has given them a new relevancy, thanks largely to the morass of constantly changing rules and restrictions that travelers must navigate.

“We had two days in March where we broke records for the number of transactions booked in a single day,” said James Ferrara, the president of InteleTravel , a 60,000-member global travel adviser network. “Our overall business is up 35 percent, not from 2020, which was an aberration, but from 2019, which was the highest year we’d ever had.”

Nearly 50 percent of those inquiries are from new customers, Mr. Ferrara said.

Indeed, travel may be on its way back, but it’s complicated. Harried Americans are looking for a proper vacation, not a stressful travel-planning experience.

Angelica Spielman, a San Diego-based financial consultant, first began working with a travel agent in the spring of 2020 at the advice of her mother-in-law. “I wanted someone to help me get creative with my kids during Covid,” she said.

Ms. Spielman, who is 38 and originally from Panama, traveled extensively with her husband and two young sons before the pandemic and enjoyed the travel-planning process. But the amount of time required to plan a trip, especially with the year’s added complications, motivated her to try something new.

Once the pandemic started, she found that “going to every hotel website, or calling them to find out what their safety protocols are, that’s a lot of time.”

In 2020, her family traveled to Carmel, Calif., and Santa Fe, N.M., on the recommendation of John Beeler, their agent; this March, they traveled to Punta Mita, Mexico.

“For this international trip, he knew what resort had medical facilities on-site in case one of us got sick,” Ms. Spielman said. “He can handle it, and I can be on vacation and fully relax.”

Booming new business for an old sector

Business, through online inquiries or telephone calls, is up for travel agencies of all types and sizes, from large companies like InteleTravel to two-person operations and even to newly opened companies. According to a flash poll conducted by ASTA , the American Society of Travel Advisors, in early March, 76 percent of travel advisers are seeing an increase in customers in 2021, compared to before the pandemic, and 80 percent are hearing from travelers who have never worked with a travel adviser before.

Even before the pandemic, travel agents scrambled to remain relevant with the rise of direct booking sites like Expedia and Booking.com, not to mention Google and Airbnb. Agents closed down brick-and-mortar locations and moved online , touting their expertise and connections while appealing to travelers too busy to plan trips for themselves. According to ASTA, the travel-agent business (or travel adviser, per a 2018 ASTA rebrand) saw an uptick between 2016 and 2019, because of millennials: This age cohort was eager to outsource the planning and benefit from V.I.P. treatment .

Ms. Burk said that 20 percent of her 2021 business so far comes from clients who are either new to using her agency, or, like Ms. Spielman, are new to using a travel agent all together.

“Lots of people got burned last spring. They didn’t have an advocate to call the airline and get their airline tickets or their cruise credited,” Ms. Burk said. “Now, the level of complexity needed to go on a basic trip has drastically increased. A client who, typically, would have planned on their own previously are looking to a professional to say, ‘Please show me the ins and outs.’”

Another full-time job

The sheer breadth of information to track, including vaccine requirements and closed borders, not to mention the rapidity with which everything can change, is challenging.

This has become Lambie Swenson’s role at Exclusive Resorts , a membership-based travel company that has a portfolio of 350 luxury villas around the world. Ms. Swenson’s official title is the Covid Navigator (in addition to her role as the senior manager of member services). She holds regular Zoom meetings for and fields emails from Exclusive Resorts members trying to plan travel in 2021 and beyond.

“A member will ask, ‘We’re interested in Cabo, but we’ve been very cautious. What’s the overall feel there?’ Or, ‘My husband is vaccinated but my kids and I aren’t’,” she said. “We get a lot of inquiries about varying requirements on different Caribbean islands. ‘Will I be able to leave my resort? How many times will I have to get tested?’”

Ms. Swenson monitors the news, and relies on reports from employees and partners at the various destinations that the club serves. There are daily morning meetings to discuss any changes in requirements to any of the destinations.

“Keeping up with the requirements for Hawaii alone is a full-time job,” she said.

Cassie Bendel, who began working with Westwind Travel Service, a two-woman partnership, in August 2019, also feels that understanding the travel rules consumes a significant amount of time. She traveled to Jamaica last November to document and vet safety procedures for her clients and more recently, she attended a 90-minute online training focusing on Hawaii’s travel protocols.

“These are things that the average traveler just doesn’t want to have to deal with,” Ms. Bendel said.

Nicole Piatak, a nanny from Stow, Ohio, began working with Ms. Bendel in the fall of 2019 to plan her honeymoon, a six-day trip to Hawaii, in October 2020.

“I love travel and adventure, but planning can be very overwhelming and exhausting for me,” Ms. Piatak, who is 27, said.

When Hawaii closed its borders to tourists last year, Ms. Bendel took the reins rebooking her trip to January.

“Once a twice a month, I would hear from her with updates on the situation in Hawaii,” Ms. Piatak said of Ms. Bendel. “I was so upset that we weren’t able to go in October, and she just took all of it off my plate.”

Still reeling

While the outlook for 2021 is more promising, travel agents are still reeling from the devastation of 2020. According to ASTA, the average agency saw business crater 82 percent last year and it laid off about 60 percent of its staff.

“The first couple of months, travel advisers were cracking their knuckles, getting their headsets on,” said Erika Richter, ASTA’s senior communications director. “They were heads down, getting people home. Now, mind you, they weren’t getting paid.”

Barring booking fees, which can range from $25 to around $100, depending on the type and complexity of a trip, agents typically make money with commissions from cruise lines, hotels, tour operators, sometimes airlines, often months after the client takes the actual trips. When people aren’t traveling, agents aren’t making much, if any, money.

“My advisers were unwinding what would have been their biggest year ever,” said Ms. Burk about those first months of the pandemic. “There was almost a grieving process. They went from making a huge income to suddenly applying for unemployment.”

A different way forward

Travel advisers hope that the past year has emphasized the continued relevance of their services.

“When I got into this business 30 years ago, I remember seeing a trust and credibility survey that put travel agents somewhere around the same level as a used-car salesman,” Mr. Ferrara said. “I think the adversity of the past year has focused travelers on the value of professional advice.”

Increased interest has also opened the possibility for new iterations of travel-planning businesses. The company Authenteco , which went live last May, has 24-hour text messaging support and an online interface allowing users to enter their travel style, interests and desired trip details; Authenteco has seen a 667-percent increase in trip requests since January. Another company, elsewhere.io , began in this month and matches travelers with local experts to craft itineraries centered around off-the-beaten-track experiences.

“We’ve seen around 200 to 300 new sign-ups per month, since November, with no paid advertising,” said Craig Zapatka, an elsewhere.io founder.

Alexis Bowen, another elsewhere.io founder, said that the company stays in constant communication with its network of local experts, whether based in South Africa or Mongolia.

“They’re the first one to know what’s happening in their own country, getting information from their own government in their own language,” she said. Having an accurate sense of how these local communities feel about opening up to travelers, before advertising trips there, is nonnegotiable.

“A big part of our company is about evaluating the positive impact of our trips on the ground,” Ms. Bowen said. “The question has been, is it actually good for us to be pushing travel in a time like this? Is this really good for the destination?”

Shelby Dziwulski, the Authenteco founder, has turned down clients that she doesn’t trust to be responsible travelers — including one who refused to get a Covid test before a trip.

“Yes, we want to plan your perfect vacation; yes we want it to be all about you and want it to be phenomenal, but never at the expense of a destination, their local community and their environment,” she said.

Whatever the style of trip, and of travel agent, Ms. Richter of ASTA hopes that travelers can appreciate the value of having a professional in their corner.

“You can only do your first post-pandemic vacation once. We hope!” she said.

Follow New York Times Travel on Instagram , Twitter and Facebook . And sign up for our weekly Travel Dispatch newsletter to receive expert tips on traveling smarter and inspiration for your next vacation.

The Future of Travel Agents, will technology replace them?

The evolving role of travel agents.

The travel industry has witnessed a transformative shift with the advent of digital technology . Travel agents, once seen primarily as intermediaries for booking flights and accommodations, have now transitioned into a more dynamic role. This evolution has been spurred by the influx of online platforms and mobile applications, which have redefined how travel planning and management are conducted. However, rather than becoming obsolete, travel agents have adapted to these changes, merging traditional customer service with modern technology. This fusion has led to the emergence of travel consultants or advisors who are tech-savvy , yet retain the irreplaceable human element in service delivery. They are no longer just agents; they are travel experts, equipped with both the tools and knowledge to provide an unparalleled travel experience.

The Impact of Technology on Travel Planning

In the digital era, travel planning has undergone a significant transformation. Online booking platforms, social media, and mobile apps have become integral to how people plan and book their travels . These platforms offer convenience and a plethora of options, often overwhelming travelers with choices. In this context, travel agents have become vital interpreters of this information, offering clarity and expert advice. CRM systems like Salesforce or Zoho CRM exemplify the technological advancements in customer management, enabling travel agents to deliver more personalized and efficient service. They help agents track customer preferences, manage itineraries, and ensure seamless travel experiences. Despite the proliferation of DIY travel planning tools, the expertise and personalized service offered by travel agents remain in high demand, particularly for customized itineraries, complex trips, and luxury travel experiences.

Leveraging Technology for Enhanced Service

Modern travel agents are embracing technological tools to redefine their service offerings . Tools like TTS WebAgent are at the forefront, providing a one-stop solution for managing bookings, customer relationships, and itinerary planning. These tools are not just about efficiency; they are about enhancing the customer experience. They enable agents to quickly respond to inquiries and personalize travel recommendations based on past preferences. By leveraging such technology , travel agents can devote more time to understanding their client’s unique needs and crafting tailor-made travel experiences. This high level of personalization is what sets travel agents apart in the digital age, offering a bespoke service that online platforms cannot replicate.

The Human Touch in a Digital World

In a world dominated by digital interfaces, the human touch provided by travel agents becomes even more valuable. While technology offers efficiency and access to information, it lacks the personalization and empathy that human interactions bring. Travel agents excel in understanding the nuances of their client’s desires, offering a level of customization and care that algorithms cannot match. This human aspect is particularly crucial when dealing with unforeseen issues or special requests. Travel agents can offer reassurance, immediate assistance, and flexible solutions , aspects that are often missing in automated systems. Their expertise in understanding cultural nuances, local customs, and hidden gems adds an enriching layer to travel experiences that technology alone cannot provide.

Travel Agents: Navigators of Complex Travel Ecosystems

The travel industry is a complex ecosystem with multiple stakeholders, including airlines, hotels, tour operators, and more. Travel agents play a critical role in navigating this complexity, especially in scenarios like group travels, unique destinations, or luxury journeys . With their extensive knowledge and network , they can coordinate with various entities to ensure a smooth and enjoyable travel experience. They can also provide valuable insights into local customs, the best times to visit, and must-see destinations, which are crucial for an enriched travel experience. In addition, they are adept at handling logistics and troubleshooting, providing peace of mind to travelers. Their role is particularly indispensable in organizing complicated itineraries, where their expertise and personal connections can turn a complex journey into a seamless adventure.

Artificial Intelligence in Travel Planning

Artificial Intelligence (AI) is reshaping travel planning , enhancing the capabilities of travel agents with advanced tools like TTS WebAgent. This AI-powered platform uniquely identifies flight options that are typically beyond the reach of standard searches, offering more personalized and cost-effective travel solutions.

Additionally, AI extends its benefits through tools like chatbots and agent productivity software. Chatbots provide instant, 24/7 assistance to clients, answering queries and offering recommendations, thus enhancing customer service without the need for constant human oversight. Agent productivity tools, empowered by AI, streamline various administrative tasks, allowing travel agents to focus on more critical aspects of client engagement and itinerary planning.

These AI-driven solutions collectively elevate the efficiency and effectiveness of travel agents , ensuring they can deliver superior, tailored travel experiences while operating more efficiently in a competitive market.

The Symbiosis of Technology and Personal Touch

As the travel industry continues to evolve, the role of travel agents remains crucial but must adapt to changing technologies and client expectations. Embracing these changes is key to staying relevant and competitive. The future of travel planning is intertwined with technological advancements, and agents who leverage these tools will find themselves at the forefront of the industry.

The incorporation of AI in platforms like TTS WebAgent , the use of chatbots for customer interaction, and AI-enhanced productivity tools are not just trends but necessities in the modern travel landscape. These innovations offer unprecedented opportunities for personalization , efficiency, and improved client service. By adopting these technologies, agents can provide more tailored experiences, respond swiftly to client needs, and manage operations with greater ease.

Looking ahead, travel agents must continue to balance the human touch with technological proficiency. The goal is not to replace the personal connection that is central to the travel agent’s role but to enhance it with tools that offer deeper insights, streamlined processes, and more effective communication channels.

In conclusion, the future of travel agents is dynamic and promising, shaped by a blend of traditional expertise and cutting-edge technology. By staying informed and adaptable, agents can not only meet but exceed the expectations of the modern traveler, securing their place as indispensable advisors in the world of travel.

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The Travel Agent of the Future

Related reports, executive summary.

Since as early as the mid-19th century, travel agents have served both as travel advisors and booking middlemen, doing everything from helping clients plan itineraries to booking accommodations, flights, and ground transportation. Rather suddenly, the rise of online travel agencies (OTAs) and DIY travel left many wondering whether the traditional travel agent was a dying breed. Indeed, the landscape looks very different just twenty years after Travelocity first sidestepped the intermediaries by connecting traveler directly to airline. Mobile bookings and search have empowered consumers beyond anything we may have imagined. And, after an initial and dramatic halving of the workforce of those employed in the travel agent industry, it seems like the decline in travel agent numbers has leveled off somewhat. Why this is, and to what end will the human element ultimately play in the planning and booking of intermediated travel is the core question that this report looks to answer.

We will examine the role of traditional travel agents today and in the years to come, taking into account market trends, emerging research, and the opinions of leading industry experts. We will also hone in on generational preferences for using the services of travel agents vs. DIY travel planning as well as consumer motivations for doing so. We then look at the evolving state of brick-and-mortar travel agencies and consider what role they might play in the future. Finally, we take a look at how new messaging apps that connect travelers with human travel agents have already begun to make a mark on the industry and what this might mean for travel agents and travel service providers in years to come.

Introduction: The Evolution of the Travel Agent in the 21st Century

In 1990, there were about 132,000 travel agents employed across the United States, around 90% of whom worked for travel agencies. By 2014, that number had nearly halved, to around 74,100. The Bureau of Labor Statistics (BLS) predicts that travel agent employment will decline by another 12% from 2014 to 2024, attributing the drop to the increased ease and popularity of online booking, notably on mobile devices.

The BLS estimates that reservation agents and travel clerks (i.e., representatives of travel, transportation, and hospitality companies who work directly with customers) will only see a decrease of about 1.4% over the same 10-year period. However, this data says more about the role of the agent than it does about the industry overall. Consumer desire to interact directly with other human beings when booking travel arrangements — be it on the phone or over chat — may not waver quite as much in the next decade.

Despite the BLS’s bleak predictions, insiders point out that the increased demand for personalization in consumer travel services, coupled with the rise of independent home-based travel agents indicate that the industry is not in as dire of straits as it may seem. Some argue that the BLS data does not accurately represent the state of the industry today.

The American Society of Travel Agents (ASTA) has been particularly vocal in expressing concern about how the findings have been presented. “The BLS doesn’t take into account the number of independent contractors in the travel agency community,” notes Erika A. Richter, Senior Manager, Communications & Government Affairs. “So it’s hard to say that the profession has truly been in a ‘decline’ over the past decade, when the data doesn’t incorporate the full spectrum of the travel agent profession.”

In fact, consumer demand for travel agents may be on the rise. According to the Airlines Reporting Corporation (ARC), airline ticket sales through travel agencies increased by 1.8 percent in August 2016 over August 2015. Data from global marketing firm MMGY Global’s 2016 Portrait of American Travelers also indicates that agents are regaining traction. Of the 2,948 U.S. leisure travelers surveyed for the study, around 19% reported having used a traditional travel agent for one or more of their vacations in the past 12 months, up from only 12% in 2013. Around a quarter of travelers said that they plan to use a traditional agent for vacation purposes in the next two years, up from only 17% in 2013.

While it’s doubtful that travel agents will become obsolete, most agree that their role will continue to change in years to come, owing not only to the continued emergence of new technology and innovations within the travel and hospitality spaces, but also because of increasing demands for personalized service.

Are Travel Agents Still Relevant?

Travelers across the board surveyed by MMGY who indicated a preference for working with traditional travel agents over OTAs attributed their inclination to a number of factors, including travel agents’ presumed knowledge of destinations and local providers, the security of extra service if things go wrong during a trip, and the fact that it’s easier to get a travel agent to plan the intricacies of a trip than to do it oneself.

“The leading reasons these travelers use travel agents involve service, expertise, and ease,” Steve Cohen VP, Insights, MMGY Global told Skift. “Travelers turn to travel agents because they want someone to turn to if something goes wrong on their vacation, they want control of every aspect of their trip, and they want an expert who knows where to go and can make travel planning easier.”

Data source: MMGY Global’s 2016 Portrait of American Travelers®

ASTA’s Richter concurs. “The internet has put the freedom of comparative shopping back in the hands of the consumer… but hasn’t always empowered travel consumers; instead it’s created a lot of frustration,” she notes. “A third party (human) validator is more important than ever. Someone who knows the fine print of the ‘brochure price’ and someone who knows the product (airline, hotel, tour, even a destination) because that’s their job, that’s what travel agents do every day. “

The ability of travel agents to provide unique, personalized experiences based on their presumably in-depth knowledge of destinations is another key motivator for travelers who use their services. MMGY data suggests a correlation between those who use travel agents and those who are more interested in the experiential and transformative aspects of travel.

Data also suggests travel agent users are more likely than their Fully Independent Traveler (FIT) counterparts to vacation in new-to-them destinations rather than going back to familiar haunts. “Travel agent users want to go to new places – in fact, 59% of their vacations are to new destinations, compared to only 39% of the vacations taken by those who don’t use travel agents,” says Cohen. “In fact, 73% of travel agent users expect personalized attention and options on vacation, compared to only 32% of those who don’t use travel agents.”

Millennials and the Quest for Personalization

Many knee-jerk assumptions about the presumed decrease in popularity of traditional travel agent come from the erroneous assumption that so-called “digital natives” (i.e., Millennials and their younger, “generation Z” counterparts; those born in the 1980s and 90s), are so accustomed to online booking that they aren’t likely to see the need for booking with an agent, particularly if the experience requires going into a brick-and-mortar shop, picking up a phone, or even sending off an email and waiting for a reply.

However, MMGY’s data suggests that Millennials are more likely than members of other generations to use travel agent services. According to the firm, 34% of Millennials claimed to have used a traditional travel agent in the past 12 months, compared to only 9% of Baby Boomers. Moreover, around 39% of Millennials said they were likely to use the services of a traditional travel agent over the next couple of years, compared to 21% of Gen-Xers and only 16% each of both Baby Boomers and older travelers.

Consumers across the board are placing more value on experiences than on the acquisition of possessions — just look at the popularity of simple living, the tiny house movement, the celebration of minimalism and the “less-is-more” mentality, and even the wild success of Marie Kondo’s The Life-Changing Magic of Tidying Up. While this trend has been seen across generations, it’s particularly noticeable among Millennials. According to a 2014 survey conducted by Harris Poll on behalf of Eventbrite, Millennials are considerably more interested in experiences than in material possessions, with around 78% indicating they’d prefer “spend money on a desirable experience or event over buying something desirable.”

Moreover, many Millennials are foregoing or postponing the typical life steps previously associated with young adulthood – including home ownership and the associated acquisition of possessions. According to a 2016 Pew Research study, 32.1% of adults aged 18 to 34 live with their parent(s), which in many cases can free up a fair bit of extra income for travel and leisure. Research conducted by international market research firm Mintel for their American Lifestyles 2015 report indicates that Millennials represent and will continue to represent a large segment of the leisure travel market. According to the firm, around 30% of international travelers are Millennials, and nearly half of the Millennials surveyed indicated an intention to travel within the three years following the report research.

The State of Today’s Brick-and-Mortar Agency

Gone are the days when brick-and-mortar travel agencies were a fixture in most major commercial areas, at least in the U.S. In the mid-1990s, airlines began capping commissions on what they paid out to travel agents, a process that continued until 2002, when airline commissions were ended altogether in the United States. The combination of the commission cutting and the rise of DIY travel have spurred the demise of many small-scale and corporate travel agencies alike, but many have remained successful by simply shifting their business models.

STA Travel, an international travel agency that’s been specializing in student travel since its launch in 1971, is a good example. After decades operating a successful network of brick-and-mortar agencies, each of which eventually ended up with its own unique Internet presence, STA decided to rebuild their online presence from the ground up, engaging the services of IBM to create a global service delivery platform that allowed for automated localization while maintaining a streamlined services platform.

“The growth of the internet has had a serious impact on all areas of commerce,” Richter points out. “… so while traditional ‘brick and mortar’ travel agencies in some cases and some places may have started to disappear from the street corners, that doesn’t mean they disappeared altogether. What it means is that while they’re perhaps less visible than they used to be, their business models shifted, like many other industries.”

As traditional brick-and-mortar travel agents continue to shift their operations online, OTAs have the opportunity to move onto Main Street, following a trend of creating in-real-life web stores, akin to what Amazon.com has done with its brick-and-mortar Amazon Books operations. Travel agency franchise Expedia CruiseShipCenters is planning to expand brick-and-mortar operations significantly in years to come, and while the brand focuses entirely on cruise bookings, their affiliation with Expedia, Inc. directly translates into advertising for Expedia.com.

“Leveraging an existing infrastructure of physical travel agent storefronts could be a cost effective way for travel brands to connect with large and more targeted audiences,” advises Luke Bujarski in a 2015 report by content strategy and market research consultancy LUFT Group. “Rather than commissions on bookings, the new revenue model would center on marketing ROI,” Bujarski predicts. “How many walk-ins, how many emails collected, how many loyalty members signed, etc. These will be the new metrics for storefronts.”

A good example of this is the case of Liberty Travel, which opened a flagship store on Midtown Manhattan’s Madison Avenue in October 2012. “We believe very strongly in the physical and visual nature of our brands, particularly our retail brands,” Dean Smith, USA president of Flight Centre (Liberty’s parent company) told Skift earlier this year. “While there is obviously a very big trend in the market to go home and to cut your costs by being virtual, it undermines the industry to a degree because the customers just don’t know that the brands exist, although the service exists.”

So while traditional mom-and-pop travel agencies may all but disappear from neighborhoods, particularly in the U.S., larger-scale agencies and OTA storefronts may very well continue to function, if for no other reason than for the opportunities they provide to create brand awareness.

How Travel Agencies Really Make Money

For all the talk about travel agents being an outdated part of the travel business, and the disappearance of the traditional brick-and-mortar travel agency beginning in the 1990s, a look at the sector’s business model shows that the fundamentals of the business have shifted to accommodate consumer booking behavior.

During the latter half of the 20th century, travel agencies had primarily made money based on commission from airline bookings. Consumers had to book airfare either at an airline ticket counter or through a travel agent, which had early reservation systems networked to the airlines through global distribution systems. They also received commission on hotel bookings, tour sales, cruise cabin bookings, and travel packages. Agents also have the ability to buy consolidated travel products from wholesalers, offering their customers better deals on inventory that hasn’t sold yet.

This all changed when U.S. airlines abruptly stopped paying out commission on travel agent sales. Emboldened by the growing presence of the internet, this forced the travel agency space to adapt to an ecosystem that now encouraged suppliers to develop direct relationships with consumers. U.S. airlines were the true pioneers of the direct booking model.

“1995 was the year the airlines announced they were capping commissions, and for a lot of agencies it meant they had to reinvent how they do business,” said Jackie Friedman, president of host-agency Nexion, which is a Travel Leaders Group company, in a Skift interview. “They shifted to models where they could reduce their costs, and moving home was certainly one of the options. At the same time, in the past 15 to 20 years, technology really made it possible for agents to operate their business anywhere.”

As hotels, cruises, tour operators, and others realized that they could reach travelers without paying agents a cut, travel agent commissions began an erosion that only stabilized in recent years. This change has compelled many small agencies to move toward a fee-based model, charging clients somewhere between $25–$150 for each trip planned. This helps make up for the lack of commission payments, and also drives away bargain hunters or people looking for an agent to make a simple transaction they wouldn’t otherwise be compensated for. Add-ons like travel insurance also generated commission revenue for agents.

A 2014 Travel Market Report examination of commission erosion in cruising found that agents only receive commission on about ¾ of the value of each booking they make. At the same time, each agent needs to produce $60–$70 in revenue per hour for an agency to be profitable. This makes it hard for an agency to become successful by relying on supplier commissions alone, leading agents to abandon the extra cost of operating brick-and-mortar storefronts.

These factors have led to something of an evolving value proposition for successful travel agents. Instead of presenting their businesses as a one-stop shop for travel bookings, agents are instead specializing and becoming experts on specific types of travel, destinations, subsets of travelers.

This could be one of the reasons why more Millennials report using agents than any other demographic; travel agent expertise and knowledge about bookings specific types of trips, like wedding or adventure travel, along with intensive knowledge of emerging destinations, makes paying an extra fee seem worthwhile in an age of chaotic online booking.

The challenge for agencies, however, is training and retaining agents who combine top-level service with deep product knowledge.

“The long-term trend is that agents have a consumer who wants great advice and experience on something they can’t Google, but they want to talk to somebody who is an $80,000 per year employee where $35,000 and $40,000 is common,” Robert Joselyn, head of travel agency group TAMS, told Skift last year. “They want to deal with a more sophisticated advisor. When you say that your agents have more training and education, you have to know where the training money is going to come from. It’s not going to be from commission anymore.”

Cruises, particularly river cruises, remain especially reliant on travel agents as a distribution network, along with packaged tours and luxury travel products. As travel has become increasingly commoditized online, agents have shifted to focusing on the products that don’t sell easily online due to price or complexity.

There’s an App for That: The Meeting of Technology and Travel Agents

Mobile commerce has grown significantly in the past few years, presenting both challenges and opportunities for not only traditional, in-person retailers, but also OTAs and others who do a significant share of their sales online. According to advertising technology company Criteo’s State of Mobile Commerce Q4 2015 report, which analyzed transaction data from upwards of 3,300 online retail and travel businesses, around 30% of transactions took place on a mobile device in the fourth quarter of 2015. According to Pew Research Center data released in 2015 some 64% of U.S. adults owned smartphones, and around 7% have neither broadband at home nor any other reliable options to access the Internet other than their phones. Analysts across the board anticipate this trend to continue, with smartphones leading the way against other types of mobile devices.

Recognizing this shift, OTAs as well as airlines, hotel groups, and tour resellers have been quick to launch mobile apps, some offering discounts and other incentives for first-time users who opt to book via an app instead of the website. But it’s not just established companies who are getting into mobile travel booking apps, a space which until relatively recently was primarily the domain of last-minute booking apps such as HotelTonight. A slew of new mobile app-only start-ups have launched in the past 24 months, many of which rely on artificial intelligence (AI) and, in some cases, chatbots to help users manage even the most complex bookings. These include HelloGbye, an AI-driven travel app that presents users with full, organized itineraries by fielding their queries through a natural language user interface as well as the business and meetings-focused ETA.

Travel agent consortia including Signature Travel Network are also incorporating technologies aimed at helping individual travel advisors leverage the latest innovations without absorbing development costs directly. For example, Signature works in partnership with Axus, a white label mobile app solution with the travel agent in mind. The app give agents a mobile interface through which they can connect to the traveler directly before, during and after the trip. Having that connection allows travel agents to become more than booking agents, but it also presents and opportunity for cost savings and up-selling on other services.

However, mobile travel apps that are making the biggest waves address a significant need of travelers far and wide: the desire to “talk to a real person.” Many of these apps combine AI and actual human agents to create hybrid automated/human agent messaging environments that, in theory, should combine the efficiency of AI-driven automation with the personalization and individual attention that only a human being can provide.

At the forefront of these new travel agent messaging apps is Lola, the newest venture of Kayak co-founder Paul English, who listed “a rapid shift to messaging as the preferred mode of communication” and “increased discretionary spending to experiences and premium services vs. luxury goods” as two of the trends that motivated Lola’s creation.

The app connects members with a team of travel consultants. Members simply message what they are looking for and agents provide suggestions accordingly. Members can then book directly through the app and while it’s currently free to its small group of invited members, the company will likely start charging for the app in the future.

“We saw a number of key trends including advances in AI and natural language understanding [NLU] that opened an opportunity to create an entirely different platform for travel,” explains English. “We believe humans have to lead the premium service we’re creating, with AI and NLU supporting them.”

The service, however, is still only available via invitation-only limited to a small pool of users. Some (including Skift) question whether Lola will ever go to scale in its current form as an integrated travel agent app. At the core of the company’s long-term strategy is the technology behind its AI functionality. Paul English and team did not confirm, but we speculate that over time, the built-in learning technology will adapt to the constructs and interactions iterated via the chat feature, eventually converting real voice and human interactions into better and more responsive interactions with travelers.

Lola might be the most visible human-powered travel app, but it certainly isn’t the only one. Contenders include Pana (formerly Native), which is currently a two-tiered paid service, with rumors that the company might switch to a “freemium” model in the near future. Kayak has also forayed into the space with the launch of the beta (and, currently, free) version of Snap, an SMS-based service that uses a mix of AI, the Kayak search engine, and real people to answer users’ requests over text.

Although these apps look promising at first glance — particularly for those who value personalized experiences or who find the process of DIY travel booking arduous or daunting — time will tell whether consumers will be willing to pay a premium to use them. However, if the success of concierge apps that empower users to outsource chores and errands for a fee is any indication, consumers may be ready to pay for agent-powered travel apps. Membership and fee-based revenue streams may be crucial to the success of such apps in an era where reduced commissions from airline and hotel bookings have resulted in shrinking margins for agents.

The Travel Agent of the Future: Challenges and Outlook

Although DIY travel planning has become the norm in the United States, it’s not ideal for every traveler, all the time. “I think do-it-yourself is just not enough for most people because in many cases they want to be guided or assisted or helped,” English told Skift in an interview earlier this year. While a seasoned traveler may prefer the ease and convenience of jumping on an OTA’s website and booking a favorite hotel in a favorite destination, there are many others who find the process time-consuming and/or daunting, and would happily pay a premium to get a travel agent to work something out for them.

While DIY travel planning will likely continue to dominate, travel agents may become increasingly visible, particularly if consumers see the value of their services. Moreover, the demand for travel agents will continue as Millennial purchasing power grows stronger, attributable to their demand for personalized service coupled with their willingness to pay for it. Other trends in the workplace, such as the increased ability to telecommute and companies offering flexible or generous vacation packages, may also help the travel agency industry overall.

“With this need to find new experiences and new places, increasingly unique and off the beaten track, the experience of a travel agent is increasingly essential to their users,” MMGY’s Cohen notes. “This is why we see the future of travel agents as increasingly advising and booking individual or small group travel for those who want to optimize their experiences, as the direct counter-trend to FIT [fully independent] travelers who risk booking on their own and risk quality and security in unknown destinations.”

However, travel agents must still be able to prove their inherent value to consumers if they want to stay ahead of the game. Shrinking commissions mean that most travel agents rely on service fees as a major source of revenue. While customization and high-level support may be enough to prompt some users to pay a premium, it’s essential that the general public be made aware that travel agents can often get better deals than the DIY traveler might be able to find alone. In some cases, travel agents’ fees can pay for themselves.

How travel agents operate behind the scenes is also likely to be an interesting mix in the future. It’s already accepted that the mom-and-pop travel agency is a thing of the past, but franchise partnerships with larger brands (such as Expedia CruiseShipCenters) that help create off-line brand awareness may continue to emerge. Travel agency consortiums, including major U.S. players Travel Leaders Group, Signature Travel Network and Virtuoso, offer a range of technology and marketing tools to member agents that help better empower small agencies to compete against online booking sites. Large travel companies may also use the opportunity to create brick-and-mortar locations of their own, primarily as a source of gaining customer loyalty and ubiquity. Independent and home-based travel agents will also be a growing force; there are around 20,000 such agents in the U.S. right now, and ASTA projects that those numbers will continue to increase. Finally, apps that connect travelers with real agents, chatbots, or both, are likely to continue to emerge over time, especially if pioneering entrants like Lola are able to prove that human-powered services are worth paying for.

Key Takeaways

Travelers are still open to using agents..

DIY travel planning is not for everyone, and many travelers feel better using an agent — even if it may end up costing more. Motivations for using agents include the personalization and area expertise they can provide and potential support should something go wrong during a trip. Many travelers also prefer to avoid the potential hassle of planning travel themselves.

Millennials are an increasingly important market.

U.S. Millennials currently use travel agents more than any other age group, and have been shown to be more willing to pay for experiences than goods compared to other generations. This will be an important market for agents to target going forward, particularly as people in this age group continue to increase their spending power.

Travel-planning apps that add a human element may fulfill a need that automation simply cannot.

A major frustration for many travelers using DIY travel-planning methods is that it can be difficult to connect with a real person when you need it most. While a bevy of apps using AI and automation have been on the market for some time, those that allow travelers to chat directly with an agent straight from their smartphones are ideal for travelers looking for the personalization of individual service with the ease of a mobile app.

Travel agents and agencies aren’t going away, but their roles are changing.

Independent and home-based agents are becoming more prevalent. OTAs and major travel agencies are opening brick-and-mortar retail outlets and franchise locations, at least partially to spread brand awareness.

Endnotes and Further Reading

• Travel Agents: BLS Occupational Outlook Handbook, Bureau of Labor Statistics, December 2016.
• U.S. Travel Agency Air Ticket Sales Up Nearly Two Percent in August, Airlines Reporting Corporation, September 2016.
• Interview: ASTA’s CEO on the Travel Agencies That Will Win the Future, Skift, January 2016.
• Millennials: Fueling the Experience Economy, Eventbrite, July 2014.
• Millennials Are More Likely to Use Travel Agents Than Any Other U.S. Demographic, Skift, June 2016.
• From Sales to Marketing, A New Era For Europe’s High Street, LUFT Group, November 2015.
• Travel agents back in vogue for luxury market, claims Virtuoso CEO, Hotelmarketing.com, August 2016.
• EM tourists go back to bricks and mortar, Financial Times.
• Interview: Lola’s CEO Wants to Hack Mobile Trip Planning With Travel Agents, Skift, December 2015.
• Brick and Mortar Travel Agents Are Still Important Says Flight Centre’s President, Skift, January 2016.
• Kayak to Launch New Text-Based Travel Service, Skift, December 2015.
• 6 Charts That Show Mobile Booking’s Gain on Desktop Around the World, Skift, September 2015.
• Mobile Devices Now Generate 25 Percent of All Digital Travel Transactions in the U.S., Skift, April 2015.
• Mobile Travel Agencies: Next Game-Changing Business Model in the Travel Industry? Euromonitor, August 2014.
• America is back to pre-recession spending habits of ‘save less and spend more,’ Mintel, June 2015.
• Are OTAs Really Killing Brick And Mortar Travel Agencies? Forbes, April 2015.
• STA Travel expands its horizons with a new global electronic travel services solution, IBM.
• Corporate Travel Embraces Chat-Based Apps With Hyper Travel Acquisition, Skift, July 2016.
• Service Fees and Commission Cuts Opportunities and Best Practices for Travel Agencies, Amadeus, June 2007.
• Why the Modern Travel Agency Needs to Charge Fees, Skift, February 2016.
• Independent Travel Agents Look for Support to Master a Niche, Skift, October 2015.
• Selling Cruises: Does It Still Pay? Travel Market Report, May 2014.

Watch CBS News

Old-Style Travel Agents Still Alive and Kicking, Despite Numerous Predictions of Their Demise

By Barbara Hernandez

Updated on: June 7, 2010 / 7:43 PM EDT / MoneyWatch

It's because they're sentient human beings, they're offline and frequently offer the best deals. According to Fast Company:

As travel technology leaders have observed, when it comes to disappointing travelers, software is rarely the limiting factor. The technology powering Expedia , Orbitz , et al., is pretty advanced e-commerce stuff. However, what's driving them is a strategy that invests in sophisticated margin logic and multi-level algorithms to get you to see, click, and buy what they want you to. But this is where the rubber meets the road, literally -- when the next volcano explodes and your shoes stay glued to the ground, stuck in whatever far-flung limbo you happen to be, no computer is gonna proactively re-book you or find you a hotel so you can avoid curling up indefinitely on the terminal carpet hoping to find a way to get home. Except for the odd HAL 9000 in the movies, computers just don't give a fig.

The only obstacle to more people using offline travel agents is experience. Younger people have booked all their adult travel online and are used to it, many have never gone to a travel agency or though of going to one -- except for what many in the industry call "watershed events," such as honeymoons, destination weddings, a once-in-a-lifetime journey or a very expensive trip. From TravelPulse :

Here's how that agent in New Jersey handled the concerns of this particular honeymooner. The woman went with her fiancé to the agency with the intention of booking a land-based vacation to a Caribbean destination. She was concerned that her trip was scheduled to coincide with the hurricane season, which potentially could impact her honeymoon. The agent shared the various hurricane guarantees provided by many of the resorts in the Caribbean, but she could tell her customer still had concerns. The agent asked her client about her other travel experiences, which turned out to be quite limited. She then asked if the client had ever taken a cruise or even considered one. She suggested a cruise in the Caribbean as a solution to the client's concerns about getting rained out at a resort by stressing the ability of a ship to literally get out of the way of inclement weather. This turned out to be a key selling point for this particular customer.

So what do brick-and-mortar travel agents have over their online counterparts?

• The human element. Despite our attraction to electronics and gadgetry, computers still can't replace human interaction, especially a human with years of experience dealing with airlines, cruise lines and tour operators. Unlike computers, they know the human pitfalls and loopholes the customer will be experiencing.
• Customer loyalty. Offline travel agents make their living by keeping their customers satisfied with their services. Their one-on-one interactions create a customized itinerary based on their preferences and needs. At the opposite end of the spectrum, online travel agencies offer the lowest prices and have no loyal customer base because what they offer is essentially no different than any other OTA.
• Education for the customer. Part of the travel agent's job is to educate the customer on their choices, some of which they might not have realized . While many customers would pass up a packaged tour or cruise, a travel agent may be able to show why both options can be attractive.
• Value. For those spending more than $1,000 a person on a trip this summer, a travel agent may be a sensible investment. With more expensive travel, customers are less likely to begrudge travel agent their fees in return for a painless vacation. And if there are problems on the trip, travel agents can make sure restitution is made.

Photo: Telstar Logistics Related:

• If Travel is Down, Why Are Travel Websites Doing Well?
• Orbitz's Commission to Travel Agents Could Pay Off . . . for Orbitz

More from CBS News

Who Uses a Travel Agent in This Day and Age?

Industry veterans such as Kerl Commock say that some travelers still prefer booking through an agency because it saves them time and makes flight cancellations less stressful.

The travel industry has seen a lot of changes in the last two decades. According to the Bureau of Labor Statistics, the number of full-time travel agents in the U.S. dropped from a high of 124,000 in 2000 to around 74,000 in 2014 . The business model of travel agencies has changed, mostly due to the rise of online booking but also due to the popularity of telecommuting, which has rendered many business trips unnecessary.

More recently, there’s been talk of the travel industry bouncing back as the economy recovers. Based on a survey of 14,000 households, the American Society of Travel Agents reports that it is currently seeing the highest numbers of consumers booking through travel agents in three years. The most common reason provided for doing so? Travelers said it saved them time. Though travel agencies’ business isn’t expected to return to pre-internet levels, online booking has, even as it has flourished, shown travelers the frustrations that can come with booking travel themselves—and that outsourcing the stress of arranging travel can be worthwhile.

Kerl Commock lives in Orlando. She’s been working as a travel agent for over 30 years and currently works at Balboa Travel, a California travel agency that has been in the business for nearly half a century. For The Atlantic’s series of interviews with American workers , I spoke with Commock about the stresses of booking travel, TSA lines, and the rise of online booking. The interview that follows has been lightly edited for length and clarity.

Bourree Lam : How did you start at Balboa and when did you start working as a travel agent?

Kerl Commock : I started with Balboa through a friend. We worked together in Texas, and she was working with Balboa and called to recommend me to work as a travel agent. I've been a travel agent for 32 years. I've done just about everything in the industry. I started off with vacation. I've done military—my husband is in the military so I worked on a military base. I've done student travel; I used to work at a travel agency at American University. And now, I do corporate.

Lam : What does that entail?

Commock : There's two parts. There's leisure, which is your vacation department. With corporate travel, we largely focus on corporations that book travel for their employees for their meetings and business travel. I find out what their travel need is—air, hotel, cars, limos, car service, domestic train and track, Euro rail—and book whatever the clients need.

Lam : Is booking corporate travel harder or easier than vacation or student travel?

Commock : It's easier, and it's different too. They're going to a particular destination, so especially if they're going to a meeting—“I need to be at this place, on these dates, at this time”—it's within certain parameters we follow depending on the account we're working on. Businesses have different travel policies: whether they can fly business class, etc. If they have a particular airline or hotel preference, they'll tell you.

With vacation travel, it's different. You might have a client come in, and they're not sure and they're more flexible. They might want to go on a cruise. They may want to go to the Caribbean. You pretty much have to lead them in a direction. They're relying on you to help them get to where they want to go. It's also their budget. They know how much they want to spend.

Lam: How have you seen things change in the last 30 years?

Commock : Well of course, the internet! [Laughs] At one point, we used to have a local travel agency that people go to, and they sit down and talk. It's open during certain hours. Now, with the internet, everything is available to [the clients] at their fingertips, whether it's 1 a.m. or 6 a.m.—they can go on their computer and research or book anything at anytime. So the internet really has been a big factor in the industry. Balboa is a 24-hour operation: We have our regular business hours, but our after-hours agents are there to assist in case of emergencies. That makes us accessible to both our domestic clients and clients overseas.

Lam : How have you adapted to the rise of online booking?

Commock : The good thing with having a travel agent is our knowledge. Most of us have been in this industry for a very long time, so we know some of the ins and outs of travel. With our reservation system, we can access the lowest fares and we can see all the airlines.

Also, the different types of fares: Sometimes you're looking at the lowest fare, but that might not be the best value. A lot of the airlines are having these instant-purchase, non-refundable, no-changes tickets, and all that. We can advise them that for a little bit more, you can have tickets that you can change for a nominal fee, or provide you with a seat assignment, or change the date of departure. Sometimes, the lowest fee might not be the best value. This is where we need to assist them, in making these decisions. Even with the hotels, we have different programs that we use.

Another thing too—and I've seen this recently, in the last couple of years especially—there's been a lot of weather delays. There's been so many weather delays, and we have our clients calling us … they're standing in line, their flight just got cancelled and we've been able to assist them immediately. For example: “There's another flight in an hour, let me see if I can get you onto that flight. Let me see if I can get you on another airline.” And it gets them out of that line, it gets them out from being on hold with an airline for half an hour and gets them to their destination. This is where our value comes in. Booking online, when there's an issue they have to make a phone call and hold. That's time they're wasting, and we can get them to their destination quickly.

Lam : It seems that using a travel agent, even though there's a cost, can help people feel less frustrated in stressful travel situations. Do you get a lot of clients calling who are stressed and looking to you to solve their problems?

Commock : Yes, we do. With travel, there's so much uncertainty. And we're here to help alleviate that stress. Even the TSA line, it might be longer than anticipated. They might miss a flight because of that. Whatever the reason, they have us and they can call. I have clients calling from the taxi: “I'm going to miss my flight, I don't think I'm going to make it! What can you do?” I can try to get them on another flight in an hour. Service: That's what the travel agency provides that makes us viable today.

Lam : Do you use a travel agent? Or do you use your expertise to book travel for yourself?

Commock : [Laughs] Despite being in the travel industry for so long, I don't use one. I rely on my own expertise and all the other Balboa employees that are here to help me if there's something I need assistance with. We rely on each other. We have so many people here who speak different languages, too. So if we get a call and there's someone who speaks Spanish, or Portuguese, we can get another agent who can assist. I know I have resources here.

Lam : What's the hardest thing about your job?

Commock : My hardest thing is overcoming the perception that clients can book online and not recognizing the value of booking with a travel agency. They have a computer that they can go to at any time, feeling like after they hit purchase that's it. We have that added value that we're going to help them beyond that ticket, if there's an issue or weather delay. You're not just purchasing a ticket—you're purchasing our services.

This interview is a part of a series about the lives and experiences of members of the American workforce , which includes conversations with a hotel manager , a retail salesperson , and a crew chief.

This article is part of our Inside Jobs project, which is supported by a grant from the Rockefeller Foundation.

Digital Innovation and Transformation

Mba student perspectives.

• Assignments
• Assignment: Digital Winners and Losers

Adios, Therese – the death of the retail travel agent

Brick-and mortar travel agents are dead. How did the decline happen in one of the first industries to be digitalized?

In a world where personal travel can be fully planned online, traditional physical travel agencies have long ago become obsolete: in 2013 in the United States, there were 13,000 retail travel locations in the US,  down ~60% vs. the mid-1990s number of 34,000 [1]. In fact, even that number seems high. Ever since I moved to the US in August 2014 for school, I can’t remember ever having passed a physical retail travel location.

How do we explain this rapid change?

The obvious reason for this is simply the availability of personal travel booking online.

Travel as an industry digitalized long before many other industries: airlines started developing computer reservation systems for their own use as early as 1946. In 1976 United started offering its Apollo system to travel agents, with other airlines offering similar systems in the following years and decades [2]. This placed travel agents as the intermediary and integrator: allowing customers to perform reservations, and grouping reservations for travel, hotels, activities and so forth to provide the customer with a full package for their travel. Today, travelers have almost options of all kinds to organize their personal or professional travel online.

The DIY approach

Pathways to a Just Digital Future

Often times today, leisure travelers themselves have taken on the work of the travel agent. As a cost-sensitive student, this has been my method of choice. I’ll look into flights on flight comparators and the websites of low-cost airlines not included in search results, check train rates, look for hotels on booking.com and hotels.com and also check if Airbnb would maybe be better…

Online travel agents

As illustrated by the example above, planning even a simple weekend trip requires a large number of steps and can become a highly complex endeavor. Additionally, studies of human responses to large choices have shown that people feel overwhelmed and unhappy in the presence of too many options [3]. For those reasons, there is a large opportunity around providing additional service online. Today, many online travel agents offer both the possibility to purchase packages or individual components online, and it can be difficult to identify which of those dominates, but it appears likely that there will be a move towards more service and one-click buying [4]. The worldwide online travel market is dominated by a few larger players, but market shares for even the largest players are single digit (see figure below). The way that value is captured in that industry has remained mostly similar to traditional offline models, and mostly driven by commissions.

Business travel (about 30% of the US market in 2014, [5]) is a bit of a special case and follows a more traditional model mostly managed by specialized travel firms such as Carlson Wagonlit [4].

Different views

Not everyone agrees that in-person contact for travel is fully obsolete. Some bloggers argue that current online solutions offer a poor substitute to human interaction to shape the deeply personal experience of travel [6]. Not all emerging markets have been penetrated to the same extent by online presence, which means booking a quality trip to Jordan via online resources only (flight excluded) could be difficult. And until last year, my dad still got his tickets from Beirut to Paris at his friend’s travel agency in Beirut (now I act as executive assistant and buy online for him).  In Switzerland, offline retail travel still makes up 70% of travel revenue [7] and the upscale travel agent Kuoni seemed very busy every time I passed it.

What’s next?

Comparing different markets, I am not certain they will all follow the same trajectory: beyond technological advancement and infrastructure, there are some very real cultural differences between countries. But still, I can’t imagine that most of the world would not converge to an experience of travel that is mostly digital. To me, the online information and services still are not at the level of talking to a travel professional or you travel savvy friend about what you want, and have them offer different options and do it for you level – neither in terms of quality nor ease. This seems to me the ultimate end-goal for digital travel services. I also cannot imagine established players like Expedia launching a truly innovative service of that nature. They will probably be the next one to get disrupted.

[1] http://www.cnn.com/2013/10/03/travel/travel-agent-survival/

[2] https://www.cbtravel.com/blog/2013/11/airline-reservation-systems-history-101/

[3] http://www.nytimes.com/2010/02/27/your-money/27shortcuts.html?_r=0

[4] http://www.economist.com/news/business/21604598-market-booking-travel-online-rapidly-consolidating-sun-sea-and-surfing

[5] http://marketrealist.com/2014/12/leisure-business-travel-share-importance-us-travel-expenditure/

[6] http://www.tnooz.com/article/not-dead-yet-why-the-old-school-travel-agent-isnt-going-anywhere/

[7] http://www.euromonitor.com/travel-retail

Student comments on Adios, Therese – the death of the retail travel agent

Thanks for posting! I agree with you that on the surface travel agents might be going out of business, but I wonder if there’s still a place for them in some niche markets. After all, the reason most of us are cutting the middle-man is to save on costs. What about those people that either a) have no problem spending more money for someone else to arrange their travel? or b) are not tech savvy enough to book all these things for themselves? As you mentioned, your dad uses you to book his travel (my parents do this too btw!), what if he didn’t have you to do this, would he still resort to a travel agent? I think if this business is to remain afloat they need to strike deals with airlines in order to obtain favorite pricing, that way they would really be generating value for their customers.

Thanks For Sharing.

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Travel Agents Fight Back, Insisting They’re Not Useless Or Obsolete

In the Internet age, the travel agent has become a punch line, cruelly bashed as unnecessary, useless, a dying breed. But no one (including, ahem, journalists) wants to be called obsolete, and travel agents have been fighting back and countering the insults with data and anecdotes demonstrating how valuable their services truly are.

Travel agents are often portrayed as dinosaurs from another era—mousy old ladies whose services can be replaced by a website and some Internet forums. Perhaps just a smarphone app will do the trick. But the angry backlash brought on by some recent episodes of travel agent bashing may cause critics to think twice before messing with this group presumed on its deathbed.

Over the summer, a Woman’s Day post entitled “Should I Use a Travel Agent?” drew the attention of some 1,500+ commenters—many of them living, breathing, working travel agents weighing in on how “APPALLED” they were with the “outlandish and misleading” story. Originally named “10 Things a Travel Agent Won’t Tell You,” the piece portrays travel agents largely as opportunistic, unnecessary, and not particularly knowledgeable—a group that’s motivated mainly by sneaky commissions charges on products of dubious utility (like travel insurance) rather than the service of finding clients the best vacation options at the best prices possible.

( MORE: Man Spends More Than $1,000 to Call Out British Airways on Twitter )

More recently, a CareerCast.com story placed travel agents among the ranks of “useless jobs ” that have been rendered pointless thanks to technology. “Planning a trip today is a do-it-yourself endeavor: you can book accommodations, transportation, discover restaurants and entertainment, and navigate your route all online,” the post states. “Thus, the traditional travel agent is no longer necessary.”

In both cases, the bashers found themselves on the receiving end of counterattacks by individual agents, travel industry insiders, and ASTA, the American Society of Travel Agents. Paul M. Ruden, ASTA senior vice president, declared the CareerCast story “as insulting as it is inaccurate,” and wrote that the vast majority of agents who have embraced technology are thriving:

Basic research would have shown that as of year-end 2012, there were about 8,000 U.S. travel agency firms in business employing 105,000 people. In 143 million transactions, those agencies sold $86 billion worth of air travel (64 percent of the market). While online agents account for a lot of that business, so-called traditional agents actually sell about half of it, in addition to the vast majority of the $15 billion worth of cruises (64 percent) and $9 billion in tour packages (66 percent). Those are big numbers. Travel agents help to move people around the country and around the world, and in the process keep our economy moving. Useless? Not hardly.

The Woman’s Day article “once again demonstrates the often shocking lack of knowledge by consumer magazines and the writers they hire about the travel agency trade,” a Travel Pulse editorial stated. “You could write a book about what’s wrong with the Woman’s Day article on travel agents,” Travel Weekly , another industry publication, wrote.

( MORE: Is Airline-Style Variable Pricing Coming to Theme Parks? )

Christine Duffy, president of CLIA (Cruise Lines International Association), felt compelled to respond to the idea that a travel agent can easily be replaced by a website:

The internet won’t call a customer back and won’t wait on hold with an airline or hotel so you don’t have to, or adjust plans due to unexpected developments or act as your “mission control” for all facets of your cruise vacation – before, during and after.

Woman’s Day has defended its story on the grounds that the purpose was “to inform consumers on how they can get the best prices on travel,” but the editors basically admitted some mistakes were made, and some changes to the piece were in order. “Thank you to all the hard-working travel agents who provided feedback on this story,” reads a note at the bottom of the piece. “We’ve thoroughly reviewed this article and have removed point 9 (about airline commission) based on information you provided. We thank you again for sharing your expertise and doing the great work that you do.” Accordingly, the original headline (“10 Things …”) had to go.

Woman’s Day and CareerCast are hardly alone in their roles as being both the critics and punching bags of travel agents. In 2011, none other than President Barack Obama strongly implied travel agents were obsolete in a town hall meeting in Illinois. “When was the last time somebody went to a bank teller instead of using the ATM, or used a travel agent instead of just going online?” Obama said. “A lot of jobs that used to be out there requiring people now have become automated.”

( MORE: End of the Road for Speed Traps? )

It’ll come as no surprise that ASTA had something to say in response. “Travel agents work as personal advisors to provide their clients with the best travel experience before during and after their trip,” ASTA CEO Tony Gonchar wrote in a letter to the White House . “Thanks to their in-depth knowledge, experience and industry connections, travel agents are able not only to save their clients money, but their most valuable possession—their time.”

Updating perceptions about today’s luxury traveler

Demand for luxury tourism and hospitality is expected to grow faster than for any other industry segment. This growth is being powered in part by a sharp rise in the number of individuals globally with net worths between $1 million and $30 million. But it’s also resulting from a large and expanding base of aspiring luxury travelers with net worths between $100,000 and $1 million, many of whom are younger and increasingly willing to spend larger shares of their wealth on upscale travel options (Exhibit 1).

About the authors

This article is a collaborative effort by Caroline Tufft , Margaux Constantin , Matteo Pacca , and Ryan Mann , with Ivan Gladstone and Jasperina de Vries, representing views from McKinsey’s Travel, Logistics & Infrastructure Practice.

We dug deeper into this ongoing evolution by surveying luxury travelers (defined here as those who spend, on average, $500 or more per night on lodging) to inquire about their preferences, plans, and expectations. Our survey of more than 5,000 luxury travelers was in the field in February and March of this year. 1 Unless otherwise noted, the source for all data and projections is McKinsey State of Travel Survey, 5,061 travelers, February 27 to March 11, 2024. The respondent pool included travelers from five major, representative source markets: China, Germany, the United Arab Emirates, the United Kingdom, and the United States. All respondents took at least one leisure trip in the past two years.

Findings from this survey, coupled with input from industry experts, suggest that some commonly held perceptions about luxury travelers might be due for reassessment.

Perception one: All luxury travelers are very wealthy

The image that luxury travel conjures is one of vacationers with millions of dollars to their names. In fact, 35 percent of the luxury-travel market is now composed of travelers with net worths of between $100,000 and $1 million.

Luxury means different things to travelers at different wealth levels. High-net-worth individuals (HNWIs), with assets ranging between $1 million and $5 million, tend to trust boutique travel agents, seek privacy and exclusivity, and favor exotic destinations. Very-high-net-worth individuals (VHNWIs), with assets ranging between $5 million and $30 million, are relatively more likely to book large suites to preserve intimacy and tranquility, prefer end-to-end experiences steeped in local ambiance, and may be less focused on hotel brand names. Ultrahigh-net-worth individuals (UHNWIs), with more than $30 million in assets, prefer quiet luxury with personalized service—targeting remote, private destinations, accessible via private airports or helipads, that feature tailored experiences available nowhere else.

Aspiring luxury travelers have their own set of preferences (Exhibit 2). They might splurge on special occasions, prefer visibly branded luxury, demand value for their money, and pay close attention to loyalty program points and benefits. They might be willing to spend big on individual components of their travel—such as a helicopter tour or fine-dining experience—but not on every aspect of a trip.

It’s crucial to understand this nonmillionaire segment for two reasons. First, it’s comparatively large. Second, its forays into select prestige elements present opportunities for brands that hope to attract its enduring loyalty—especially as some of its members graduate into higher tiers of income and wealth.

Aspiring luxury travelers often rely on branding to validate their sense that an experience is luxurious. Strong luxury-hospitality brands can explore creating entry-level offerings to engage with this segment. (Indeed, many luxury hotels are already targeting aspirational travelers by offering more affordable standard rooms alongside pricey ultraluxury suites.)

Existing luxury brands can also cross categories to capitalize on this segment. For instance, Bulgari entered the hotel space as part of a collaboration with The Ritz-Carlton Hotel—the luxury watchmaker is expected to have a dozen collaboration-driven properties by 2026. Elle, the global lifestyle brand, has announced it will launch two hospitality ventures: Maison Elle and Elle Hotel. And high-end shoemaker Christian Louboutin opened a boutique hotel on Portugal’s coast.

Perception two: Luxury travelers come from Europe and the United States

The geographical balance of wealth is shifting. Although North America is still home to the most millionaires, it could be overtaken by Asia by the mid-2030s—largely as a result of growing wealth in China.

The rapid growth of wealth in Asia is spurring a boom in regional hotel construction (Exhibit 3). A 2023 assessment of the global luxury-hotel pipeline found that 41 percent of hotel rooms in the pipeline are in Asia, with 43 percent of those in China. The luxury-hotel supply in Asia, both existing and in the pipeline, leans heavily toward larger properties, chains, and franchises, reflecting the industry landscape in Asia as well as a preference among Asian travelers for luxury brands they know and trust.

The chair of Shangri-La on the unique preferences of Chinese luxury travelers

Kuok Hui Kwong is chair of Shangri-La, which has more than 100 hotels in 78 destinations. McKinsey spoke with her about what Chinese luxury travelers want, the strength of the Chinese domestic tourism market, the value of catering to intergenerational travelers, and the importance of giving talent good opportunities. The following is an edited version of the conversation.

McKinsey: Shangri-La is a global group, but it’s very rooted in Asian hospitality, and it attracts many Chinese consumers. Are you seeing different behaviors for luxury travelers from China? Are they beginning to travel more domestically?

Kuok Hui Kwong: During the COVID-19 pandemic, a lot of wealthy Chinese customers who would have chosen to travel abroad instead spent three years traveling domestically. Now the borders have opened up and international travel is much easier, but I think the habit of consuming travel experiences domestically is a trend that’s here to stay. China has truly diverse tourism options, whether you want scenery or culture.

Although we serve a global luxury audience, we’re particularly strong in Asia and have a deep understanding of Chinese consumers. Chinese consumers are increasingly discerning, sophisticated, and confident. While they do buy into bigger brands, I think they’re more and more looking for products and experiences that meet their particular needs and that celebrate and reflect their cultural identity. You can see this in the choices they make as they increasingly seek domestic brands, domestic makers, and domestic stay options.

A lot of Chinese luxury travelers are looking for immersive experiences that connect with Chinese culture. They have strong preferences for Chinese food. They’re very concerned about safety and hygiene. They have payment options and ride-hailing options that they prefer. Traveling domestically solves for a lot of these issues. It’s also become much easier for travelers to reach destinations in China that were previously less accessible, with new flight networks and affordable and efficient high-speed rail connections. So we expect that domestic-experience consumption will continue to be strong.

Because it’s such a huge market, fortunes can surge based on the customer’s domestic preferences. But it also means that the market is extremely competitive. It changes very fast. And consumers’ needs are constantly evolving. It also means it’s a market that can accept and looks for a lot of innovation.

McKinsey: What sort of innovation is this discerning group of travelers looking for? What are you doing to innovate at Shangri-La?

Kuok Hui Kwong: For us at Shangri-La, we’re seeing a lot of domestic leisure trips in China that are built around school holidays—with more and more parents taking their children on holiday to experience different parts of the country. So one of the main areas we’re very focused on is the family experience. In the China context, when we talk about experience seeking, a lot of times it’s multigenerational. It’s parents with their children, or it’s grandparents and parents and children all together.

Because Chinese families are becoming smaller, their ability and willingness to spend on family experiences has gotten larger. The perception that Chinese luxury travelers only want to go overseas to buy high-end brands is no longer true. A new generation of luxury consumers wants to share experiences and quality moments with their families.

Dialing into the family experience is definitely something we’ve been working on, even before the pandemic. A lot of hotels are eyeing this market as well. We own a lot of our underlying assets. So rather than just putting a kid’s tent in a room, for example, we can create an end-to-end, integrated, holistic experience that can be delightful.

In Singapore, we launched our first family experience urban hotel in 2016, when we created a several-hundred-square-meter play zone. We repurposed two tennis courts to turn them into an outdoor splash and play water zone. And then we created a whole floor of family rooms and suites with differently themed rooms that would appeal to children. We continued this in Hong Kong and in Beijing, where we opened during the pandemic, and have plans to grow this in other destinations.

Another area where we see a lot of innovation is food and beverage. That can mean regional cuisine, menu items, concepts, design and décor of restaurants, and the pairing of food with wine or baijiu [a clear liquor], along with the use of local Chinese products and Chinese cuisine with international accents.

McKinsey: One big issue in the industry is talent retention—especially talent at the level where you have to train for not just general service but also your own brand standards and unique Asian hospitality touches. What do you do to attract and retain that talent and help them grow in the industry?

Kuok Hui Kwong: I think that has to be part of your way of doing business and your corporate culture. What I personally love about Shangri-La is that it’s in our DNA to really care for our colleagues. We really lived this during the pandemic. In most of our markets, we were the very last to consider reducing our frontline workforce, and even when we did, it was minimal. This wasn’t a decision I made on my own—this is part of our culture, which I am very proud of. It also enabled us to ramp up much quicker postpandemic.

It’s also about giving opportunities to some of our colleagues to move out of their home markets and develop their careers in a global setting. We’re one of the few Asian-headquartered companies that can afford to give a local Asian workforce global opportunities. And I think we can do even more of that going forward.

Comments and opinions expressed by interviewees are their own and do not represent or reflect the opinions, policies, or positions of McKinsey & Company or have its endorsement.

Domestic travel is consistently the largest share of travel, so luxury demand in places where HNWI and UHNWI populations are large and expanding will likely be high. Providers in these regions may want to consider how to meet the specific needs and desires of increasingly affluent populations (see sidebar “The chair of Shangri-La on the unique preferences of Chinese luxury travelers”).

Perception three: Luxury travelers are old

While baby boomers do represent a significant portion of luxury spending, 80 percent of the luxury leisure market is in fact made up of people below the age of 60 (Exhibit 4). Spending on travel peaks between the ages of 40 and 60, and younger travelers show an increasing willingness and ability to spend at luxury levels.

Based on the current shape of the market, luxury providers should look for ways to cater to a middle-aged population, which will likely include a high proportion of families with adolescent children. Luxury players might consider devising offerings that can appeal to both parents and teens. Multigenerational luxury travel involving grandparents, parents, and kids is a growing trend, and these families often prefer to book villas that offer privacy and space for large groups.

People in their 20s make up a smaller share of the luxury market, but acquiring customers in this segment is still important. Their lifetime value can be significant, given the many years of luxury travel that likely lie ahead of them. Offerings for younger populations should be tailored to their interests, which tend to cluster around social experiences, authenticity, sustainability, and digital connectedness.

Perception four: Luxury travelers all crave exotic experiences

It’s true that luxury travelers are comparatively more likely to go on exotic and adventure-focused vacations, such as yachting trips or safaris. This is unsurprising, given the higher costs of these types of outings.

However, the largest share of luxury travelers still want to do the same kinds of things that other travelers do. Sixty-five percent of them express intent to go on sunny beach vacations, and 55 percent say they’re planning to book relaxing getaways (Exhibit 5).

These travelers might not necessarily want a new kind of vacation, but they still want novelty. Seventy-two percent of luxury travelers place importance on visiting a new destination, compared with 44 percent of other travelers. Luxury travelers also travel substantially more than mass travelers—which means that unfamiliar destinations can quickly become familiar ones.

Sun and beach vacations remain the most preferred trips for luxury travelers, yet hotels in the associated locations constitute a relatively low share of luxury-hotel supply (Exhibit 6). Business travel, which skews supply toward cities, may account for some but not all of this discrepancy.

Taken together, these findings suggest that there could be opportunity to develop new luxury destinations that focus on offering traditional types of leisure or to refresh traditional destinations with revamped offerings that make them feel new even to frequent visitors. Upgrading accommodations (by, for instance, adding villas) or curating experiences (such as unique scuba dives or sailing journeys) could help lure past visitors to book another sunny beach stay.

Perception five: Luxury travelers want 24/7 digital connection

It might seem intuitive that high earners who are likely to spend much of their working time communicating via phones and laptops would demand continued connectivity while away from home. But luxury travelers who responded to our survey are two to three times more likely than mass travelers to say their main reasons for traveling are to meet new people and to disconnect from digital devices (Exhibit 7).

Small-group travel—for example, small luxury-cruise expeditions—is currently in high demand. On cruises, luxury travelers do want assurance that they will be digitally connected. But they also want to feel that they’re getting away from it all, being present in the moment, and meeting new people. Although resorts that are explicitly framed as “digital detox” destinations remain a highly niche accommodation choice, digital detoxing is an important theme both in marketing luxury lodging and in developing on-site offerings. Providers should consider finding ways to create inviting spaces for digital disconnection, such as common eating areas and shared tables.

Perception six: Luxury travelers don’t care about loyalty programs

Are luxury travelers above caring about hotel loyalty points and perks? Not quite. Sixty-eight percent of luxury travelers—compared with only 41 percent of mass travelers—say loyalty programs are an important factor when choosing accommodations.

That said, many luxury travelers look for a different kind of reward from loyalty programs. They’re less focused on accumulating points and redeeming them for free stays. They’re more attuned to the recognition that comes with being a valued loyalty customer and with the attentive service, foreknowledge of preferences, and exclusive privileges (such as access to hotel leadership) it can entail.

Luxury travelers are similarly more likely than mass travelers to care about hotel brands (77 percent versus 53 percent) and government-assigned star rankings (84 percent versus 66 percent). In general, luxury travelers want to trust that the places they choose will feature world-class aesthetics and robust amenity offerings. Brands, stars, and loyalty programs can all help communicate the reputation and perceived quality of an accommodation.

In comparing luxury travelers across regions, it’s clear that consideration of star rankings is uniformly high. But travelers from China and the United Arab Emirates are more likely than others to place a high value on brands and loyalty programs (Exhibit 8).

This finding could be influenced in part by the existing lodging supply in those countries. In China, for instance, branded hotels with loyalty programs are the dominant form of luxury accommodation. As Chinese domestic hotel supply develops—and is increasingly dominated by chains rather than independent players—it could further elevate the importance of branding and loyalty.

Perception seven: Luxury tourists are done with resorts

All-inclusive resorts—replete with buffets, standardized drinks, and family-targeted activities—may not seem as if they would appeal to luxury travelers. The truth is that luxury travelers do still turn to all-inclusives for the ease, convenience, and wide variety of instantly accessible activities they can provide. But luxury travelers want these accommodations to feature exclusive offerings and personalization.

To court luxury travelers, resorts might consider offering dedicated concierge desks willing to go the extra mile in booking unique activities and difficult-to-get reservations. Customized dining options, such as chefs willing to cook any meal on demand, can also appeal to this group. In addition, resorts might offer adventurous experiences such as scuba diving, sailing lessons, or guided hikes as part of the all-inclusive package.

Resorts should look for opportunities to use data and research to enable deeply personalized touches. This could include keeping track of dietary preferences (from stay to stay and across properties) or even inscribing guests’ nicknames on their slippers.

Perception eight: Luxury and scale don’t mix

Historically, the luxury segment and the exclusivity it entails have been associated with independently owned, landmark hotels. But there are brands that have successfully scaled luxury accommodation, and there are many elements of scale that luxury players can benefit from.

A few major brands, including Four Seasons Hotels and Mandarin Oriental Hotel, have managed to establish themselves as icons of luxury hospitality. And some groups, such as Leading Hotels of the World and Relais & Châteaux, have been able to unite a disparate set of independent and family-owned luxury hotels under a single, recognizable banner—serving as a trusted indicator of luxury quality at scale and granting smaller organizations strength in numbers.

A global footprint can ease the expansion of brands into new geographies, and it can serve as a hedge against regionally specific risks. A large luxury-hospitality brand can also broaden its focus beyond its core product, expanding across the value chain to become a more holistic experience provider—for example, the ultraluxury brand Aman has branched out into cruise expeditions and jet journeys. And finally, scale creates economies of, well, scale: with more rooms to offer, scaled brands lower their cost per room and increase their efficiency as they centralize functions such as staffing, training, technology, procurement, and operations.

Today, 70 percent of luxury-hotel properties are independent. But the supply pipeline is flipped, with chain and franchise properties accounting for 78 percent of planned hotels. New branded hotels coming online are also getting larger, in terms of total rooms. As luxury-hotel brands get bigger, they must ensure that they can still offer personalized, high-touch service. Achieving scale without sacrificing exclusivity—by, for instance, introducing luxury villas that are adjacent to a larger property—could be critical to success.

Perception nine: The traditional travel agent is dead

It’s true that inspiration for the luxury segment has become deeply tied to social networks instead of travel agents. This doesn’t mean, however, that there is no role left for travel agents to play. Luxury travelers continue to use travel agents instead of online platforms, in part because they simply want someone else to take care of the transactional booking details. Meanwhile, today’s luxury travel agents—who prefer to call themselves travel advisors—are superpowered by technology and data that enable both a personalized touch and a robust, responsive level of back-end service (see sidebar “The founder of Virtuoso on the evolution of the luxury-travel advisor”).

The founder of Virtuoso on the evolution of the luxury-travel advisor

Matthew D. Upchurch is founder, chairman, and CEO of the luxury-travel-advising network Virtuoso. McKinsey spoke with Upchurch about his definition of luxury, his sense of what today’s luxury consumers are looking for, and his view on the evolution of the luxury-travel advisor. The following is an edited version of the conversation.

McKinsey: We’ll start with a question that seems simple but isn’t—how do you define the luxury-travel segment?

Matthew Upchurch:  “Luxury” is an overused word, and not just in travel. People might try to quantify it and define it according to spending amounts. But to me, it’s more nuanced than that.

Start with the traveler. We now have five generations of people all traveling at the same time. And each luxury traveler may have many distinct personas, which change based on their stage of life and what kind of trip they’re taking. Are they traveling in a group, with family, on a “bleisure” trip? Then there are the hotel properties. As more commoditized segments get better at things like hyperpersonalization, and their hardware and design get better, it sometimes becomes harder to differentiate them from the luxury segment. We need to look at things more holistically.

The real differentiator is how the customer feels. A luxury experience often means finding someone who will truly listen to what you want and then deliver beyond expectations. When it comes to helping a customer plan travel, good travel advisors differentiate by asking, “How do you want to feel on this trip? How do you want to feel when it’s over?” Determining this desired outcome is what helps deliver a truly modern luxury experience tailored specifically to the client.

When this happens over multiple planning cycles, the advisor becomes a specialist in you, the client. Advisors can’t possibly know every part of the world—they have a global network at their disposal for that. But having someone who specializes in you, who knows your likes and dislikes and exactly how you want to travel without you having to explain it every time you plan a trip—that’s luxury.

Perhaps, though, the simplest definition of luxury from the customer’s point of view is: “Of course I could do it myself. I don’t want to. And if I can have someone in my life who provides incredible experiences and is a fun collaborator, takes my input, has great connections, and can watch my back and do things for me, why would I want to do it myself?”

McKinsey: What kind of fundamental changes are you seeing in terms of destination picks or product picks among your luxury travelers?

Matthew Upchurch: With luxury experiential travelers, the fundamental creative tension is between the familiar and the unfamiliar. There’s often the desire to go back to places they love and have built relationships with over time—to show them to family and friends and see them through new eyes. But people want to know before they return to a familiar destination: Is there a new story happening there? I’ve been to Madrid many times in my life, so is there a new story in Madrid? Is there a new story in London? Has the destination itself transformed so that it’s familiar but still feels new?

We’re also seeing a strong desire to explore. That’s one of the reasons expedition cruising is doing incredibly well. Expedition cruising is high end, not mass, and it’s absolutely bringing new luxury travelers to cruising.

Because we’re starting to see a recurring issue with overcrowding at some destinations, we’re also seeing a lot of our sophisticated travelers increasingly taking trips during what was once called the “shoulder season.” They don’t want to be caught in an overcrowded major city in Europe in the summer, so either they’ll visit in September or October, or they’ll focus on secondary or tertiary cities instead. We’re even seeing some travelers going to Europe in November, December, and January. We call it the “cultural season.” I used to sell it by saying, “Why don’t you go there when the citizens are happy instead of annoyed with everybody that’s overwhelming their cities?”

McKinsey: You have a rich repository of feedback from your clients. If you had to give one message to luxury-accommodation providers, what would it be?

Matthew Upchurch: First, they need to get really good at being able to measure what’s not easily measurable. Because those are the things that make it luxury.

Second, focus on staff culture. It’s crucial to engage with your employees and understand them. We need to make sure the people delivering the experiences feel fulfilled. I absolutely believe that those hospitality players that really focus on their employees, their culture, their service levels—those properties where you can truly feel the presence of the general manager—are the ones that will excel.

Average daily room rates have been rising quickly. And the properties that don’t effectively focus on the experiences of both their employees and their customers will have trouble maintaining those high rates. Because lately we hear a lot of our customers saying, “I have never paid this much before. I used to pay $900 a night for a hotel in Miami, now it’s $2,000 for the same hotel, and frankly, the value isn’t there.” When price and value don’t align, it’s a huge danger for the property, and it will come back to haunt them.

McKinsey: What kind of evolution have you seen in the way luxury travelers engage with travel advisors?

Matthew Upchurch: If you go back to the middle of the 20th century, more people booked directly with the actual providers than they do today. International flights were a high-end product. Walking into Pan Am airline’s office on Fifth Avenue in 1950 was like walking into Bergdorf Goodman. There was pleasure in it. There was also very little pricing complexity because there were essentially just four fare classes—day coach, night coach, day first class, and night first class.

So why would people use a travel advisor if a lot of providers had fabulous service and there was no price complexity? They did it for the same core reasons that they do it today. One is community knowledge: travel advisors have the collective knowledge of the community that they serve. They know what’s on the minds of other high-net-worth individuals that the customer respects. Another is the value of relationships: the customer might have heard of a certain luxury property, but the travel advisor might have a personal relationship with the general manager of the property.

Things changed in the 1970s, when airfare classes got more complicated, and many travel agents made money by basically becoming human interfaces to the airline reservation systems. Things changed again in the late 1990s with the arrival of the online travel agencies like Expedia and Travelocity. The idea then was the consumer could do it themselves, and it would be cheaper than paying for the travel agent’s labor. That did cause a large exit of agents from the industry.

But the true travel advisors, who were consultative and not transactional, continued to thrive by building on community knowledge and relationships. At Virtuoso, we never believed that all the baby boomers—who invented the personal chef, personal shopper, personal everything—would suddenly start doing travel DIY.

What’s happened generally in the profession is that the successful luxury-travel advisor needs more of a right-brain attitude, asking the customer open-ended questions. In a world where there are an endless number of answers, what really impresses a well-educated, sophisticated customer isn’t that you have answers; it’s that you ask great questions. The minute you ask a question they hadn’t thought about, it stops them in their tracks.

Any good travel advisor today will add value in three separate areas: before the trip, during the trip, and after the trip. The number-one thing that high-net-worth consumers tell us differentiates a trusted travel advisor from a transactional travel agent is the quality and consistency of post-trip debriefs. That debrief is when it becomes a learning relationship.

If customers can see that those debriefs add value to the next trip, and the one after that, it makes them very “sticky.” A lot of our sophisticated travelers are planning big milestone trips three, four, or five years in advance. And a lot of our advisors are saying, “Let’s not work at one trip at a time. Let’s have a strategy.”

Why would you have a professional collaborator who helps you make a proactive, conscious plan to optimize your financial assets but not have a professional collaborator who helps you plan how to optimize your most valuable, nonrenewable asset—your free leisure time? If you lose money, you can make it back. If you lose time, you’ll never get it back. Motivating the customer to think that way can drive a huge amount of value.

Many luxury travelers now want 24/7 concierges who will maintain a relationship with them across their journeys. These travelers want the benefits of large online networks when making travel arrangements, but they also want agents who respond quickly, know their names, and understand how they like to travel. Subscription-based travel clubs that meet all these needs by giving paying members access to an exclusive, carefully curated selection of properties, activities, and agency services have become an attractive solution, especially for younger luxury travelers.

Perception ten: The luxury market has mastered wellness

The traditional image of luxury is heavy on indulgence: sumptuous dining, an atmosphere of ease, and copious opportunities to splurge. In fact, many luxury travelers are interested in a slightly different vibe. Wellness is a major, ongoing, global trend, and luxury tourists are increasingly looking for ways to put their health—both mental and physical—at the center of their travels.

Mainstream luxury providers still mostly seem to think that wellness equals spas. In fact, luxury consumers now expect a much more holistic array of offerings—including fitness classes (88 percent of our survey respondents say fitness is important on leisure trips), health-focused menus, on-site antiaging doctors, mindfulness programming, and more. Luxury travelers also want to learn about the health and wellness practices that are specific to the places they’re visiting, whether it’s a Mediterranean diet in Italy or Ayurvedic medicine in India. For these travelers, wellness means a healthy holiday they return from feeling fresher and fully rejuvenated. It doesn’t mean one massage scheduled at an odd time because of a packed travel schedule and limited spa staff.

A new crop of wellness hotels is emerging to meet the new shape of demand. For example, the SHA Wellness Clinic, which has locations in Spain and Mexico, offers programming that addresses guests’ health goals—such as longevity, detoxing, weight management, and rebalancing. Guests can book private consultations for personalized food plans and targeted brain-health treatments. In Hawaii, 1 Hotel Hanalei Bay is a property entirely focused on transformative wellness, offering multiday retreats, custom itineraries, medical treatments, an 18,000-square-foot wellness spa, and a 10,000-square-foot fitness space.

The new generation of wellness hotels is likely just scratching the surface in terms of meeting demand volume. Luxury hotels might have a “white space” opportunity to engage with the new type of wellness traveler by making them feel that wellness is integrated into every part of a stay. Meanwhile, many hotels could likely step up their game even when it comes to traditional spa experiences. Spa booking should be easy, availability should be rampant, and flexibility should be constant if the visitor is to feel a true sense of relaxation.

The luxury-traveler population is evolving. Travel players should ensure they have a full and accurate understanding of today’s luxury traveler by critically reexamining long-standing assumptions.

Caroline Tufft is a senior partner in McKinsey’s London office, Margaux Constantin is a partner in the Dubai office, Matteo Pacca is a senior partner in the Paris office, Ryan Mann is a partner in the Chicago office, Ivan Gladstone is an associate partner in the Riyadh office, and Jasperina de Vries is an associate partner in the Amsterdam office.

The authors wish to thank Abdulhadi Alghamdi, Alessandra Powell, Alex Dichter, Cedric Tsai, Diane Vu, Elisa Wallwitz, Lily Miller, Maggie Coffey, Nadya Snezhkova, Nick Meronyk, Paulina Baum, Peimin Suo, Rebecca Stone, Sarah Fellay, Sarah Sahel, Sophia Wang, Steffen Fuchs, Steffen Köpke, Steve Saxon, and Urs Binggeli for their contributions to this article.

This article was edited by Seth Stevenson, a senior editor in the New York office.

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10 Travel Agent Myths Uncovered: What You Need to Know

10 Travel Agent Myths

In the world of travel, there are many misconceptions that can steer potential travelers away from the benefits of using a travel agent. These myths often arise from a lack of understanding about what travel agents do and the value they provide. In this article, we’ll debunk 10 common travel agent myths, shedding light on the truth and helping you make more informed travel decisions.

H1: Myth 1 – Travel Agents are Expensive and Unaffordable

There’s a misconception that using a travel agent will lead to higher costs. In reality, travel agents often have access to exclusive deals and partnerships, allowing them to find budget-friendly options that you might not uncover on your own.

H2: Myth 2 – Travel Agents Only Book Flights and Accommodations

Contrary to popular belief, travel agents do much more than booking flights and accommodations. They can plan complex itineraries, arrange transportation, offer local insights, and even suggest off-the-beaten-path activities that suit your interests.

H3: Myth 2.1 – Limited Options

Some travelers worry that using a travel agent limits their options. However, travel agents have vast networks and connections that enable them to provide a wide range of choices tailored to your preferences.

H2: Myth 3 – Travel Agents are Becoming Obsolete in the Digital Age

In the age of online booking, the role of travel agents is often misunderstood. While technology has made information more accessible, travel agents bring expertise, personalization, and time-saving benefits that automated systems can’t replicate.

H3: Myth 3.1 – DIY is Always Cheaper

Opting for a do-it-yourself approach might seem cost-effective, but travel agents can help you avoid hidden fees and navigate complex pricing structures, potentially saving you money in the long run.

H2: Myth 4 – Travel Agents Steer You Towards Certain Destinations

There’s a misconception that travel agents have biases and will push you towards certain destinations. In truth, travel agents listen to your preferences and curate options that align with your interests.

H3: Myth 4.1 – Limited Knowledge of Destinations

Travel agents often specialize in specific regions or types of travel, ensuring they possess in-depth knowledge of the destinations they recommend.

H2: Myth 5 – Travel Agents Only Serve Luxury Travelers

Contrary to popular belief, travel agents cater to a diverse range of travelers and budgets. They can help you find value-driven options without compromising on quality.

H3: Myth 5.1 – Self-Research is Superior

While researching destinations is important, travel agents provide insider insights, access to deals, and personalized recommendations that enhance your travel experience.

H2: Myth 6 – Travel Agents Just Use Online Booking Sites

Some believe that travel agents myths simply use online booking platforms, making their role redundant. However, travel agents leverage their industry knowledge to create customized itineraries and experiences.

H2: Myth 7 – Travel Agents are Time-Consuming to Work With

Engaging a travel agent can save you valuable time. They handle the research, bookings, and logistics, allowing you to focus on the excitement of your upcoming trip.

H2: Myth 8 – Travel Agents Only Benefit Travelers Going on Vacation

Travel agents aren’t limited to vacation planning. They assist with business travel, group trips, destination weddings, and more, ensuring seamless experiences across various travel purposes.

H2: Myth 9 – Travel Agents Are Unnecessary for Experienced Travelers

Even seasoned travelers can benefit from the expertise of travel agents. They provide insights into less-known gems, insider tips, and assist in creating unique itineraries.

H2: Myth 10 – Travel Agents Just Want to Make a Sale

Reputable travel agents prioritize your satisfaction over making a quick sale. Their goal is to build lasting relationships by providing exceptional service and memorable travel experiences.

The myths surrounding travel agents often prevent travelers from enjoying the full range of benefits they offer. From personalized recommendations and cost savings to industry expertise, travel agents bring immense value to the travel planning process. Don’t let misconceptions hold you back from making the most of your journeys.

Frequently Asked Questions (FAQs)

• Q: Are travel agents only suitable for luxury travelers? A: No, travel agents cater to various budgets and preferences, ensuring a tailored experience for every traveler.
• Q: Is it more expensive to book through a travel agent? A: Not necessarily. Travel agents often have access to exclusive deals and can help you find cost-effective options.
• Q: Do travel agents only book flights and hotels? A: Travel agents offer comprehensive services, including itinerary planning, transportation, and activity recommendations.
• Q: Can travel agents assist with business travel? A: Absolutely, travel agents can arrange business trips with efficiency and ensure all necessary arrangements are in place.
• Q: How do travel agents stay updated about different destinations? A: Travel agents regularly attend industry events, training sessions, and research to stay informed about the latest developments in various destinations.

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Travel Agents Could Go The Way Of The Dodo By 2016

Affiliate links for the products on this page are from partners that compensate us and terms apply to offers listed (see our advertiser disclosure with our list of partners for more details). However, our opinions are our own. See how we rate products and services to help you make smart decisions with your money.

Under the plan, airlines will solicit info to create a personalized ticket that folds in traditionally a la carte items like bag-check and meals. This could bode well for members of frequent flier clubs, but other consumers might be upset that it heralds the demise of travel agents. 

According to The Flight Deal, a blog that tracks fares, "consumers do not need travel agents for the traditional tonnage business of booking simple itineraries as airline websites and online travel agencies have filled that need." 

Yet with the advent of personalized tickets, travelers might not see a need for agents at all. They can choose to get what they need from the airlines directly, or may have no other choice but to do so if airlines refuse to make the new fares transparent. If agents don't know what they're up against, there's no way they can offer competitive fares. 

"Their business will suffer greatly," predicts Flight Deal, "unless they can move up the value chain. They need to be true value adds like the Virtuoso agent network, which provides booking for high-end, customized experiences where the agent's knowledge trumps the technology."

However, consumers shouldn't write off bricks-and-mortar agents just yet. As U.S. News' Daniel Bortz  points out , travel agents come equipped with a deep Rolodex of sales associates, first-hand experience, and knowledge of an area or service that's often tougher to dig up online for a niche destination. 

"You'll pay a fee to have a travel agent do something," says Brett Snyder, an expert who blogs at The Cranky Flier , but "they generally focus on tours, land packages and things where they can actually make a living" and charge a commission. 

Regardless of the fee, if agents fall by the wayside, consumers still risk losing out on one of the best ways to find cheap fares. In an informal comparison between online search sites and agents, The Times' Seth Kugel determined that agents are better on price and  service . 

Now check out how a personal finance editor books a cheap trip to Ireland > 

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Travel Agent Licensing Requirements

Get information on Travel Agent Training programs by entering your zip code and request enrollment information.

If you love to travel, being a travel agent can be a dream job.

It’s relatively easy to get started, and most states don’t require you to be licensed or have specific training requirements.

Despite this, or perhaps because of it, knowing exactly what licenses or certifications you need to be a travel agent can be confusing.

The good news is, you’ll find everything you need to know right here.

States That Require Travel Agent Licenses

Host agency vs. independent agent, host agency, independent travel agent, international air transport association, cruise line international association, computerized corporate rate association (true), what credentials are necessary to be a travel agent, do i need training to be a travel agent, how do travel agents make money.

First, let’s take a look at the four states that require travel agent licenses.

These are known as sellers of travel states and include California , Florida , Hawaii , and Washington .

You’ll need a license for the state if you plan to operate in the state or to sell travel to residents of these states, you’ll need to be licensed.

You may have noticed that three of these states are very popular travel destinations, so it’s difficult to make it as a travel agent without being able to sell trips in these states.

Not everyone needs to be licensed, however.

If you work with a host agency , you will use their license instead of getting your own.

These states have certain requirements that you must meet.

You’ll need to submit an application and pay the registration fee.

You may also be required to use a trust account or have a surety bond.

Several other states have some type of licensing requirement, including Delaware , Illinois , and Nevada .

The requirements vary by state, but you may be required to have an occupational license or pay a licensing fee.

When becoming a travel agent , you have two main options.

You can work with a host agency, or you can be an independent travel agent.

When you join a host agency, you’ll be using the agency’s credentials.

This can make it much easier to get started as a travel agent.

You’ll also have access to the agency’s network of suppliers, marketing materials, and exclusive discounts.

The downside of this is that you’ll need to comply with their regulations and procedures.

You’ll also need to pay a portion of the commissions you earn to the host agency.

However, it’s still possible to earn more with a host agency, despite giving them a percentage of your commissions.

As an independent travel agent, you’ll be able to run your business the way you want, as long as you are following all local and federal laws and regulations.

The downside is that you’ll need to get accreditations on your own, which requires time and money.

You may also need experience to get these accreditations.

It’s possible for you to begin your career as an independent travel agent .

However, it’s often easier to begin working with a host agency.

Then, you can transition to being an independent agent once you have experience.

Credentials

You may also need some credentials to be a successful travel agent.

These include the IATA (International Air Transport Association), CLIA (Cruise Line International Association), and TRUE (Travel Retailer Universal Enumeration).

If you are working with a host agency, you will probably use their credentials.

However, if you are an independent agent, you’ll need these credentials to book flights, cruises, and accommodations.

The IATA offers the IATAN accreditation for individuals and businesses in the U.S.

To become accredited, you’ll need to show that you have an established travel business.

You’ll also need to pay the registration fee and get errors and omissions insurance.

You’ll also need at least 2 years of experience.

You can forgo this requirement if you complete an approved training program .

The IATAN allows you to purchase airline tickets directly.

Without it, you’ll need to go through a third party, which means extra time and expense.

You’ll also have access to discounts, and credibility with hotels and other travel-related businesses.

You’ll receive an IATAN number and a physical and digital I.D. card.

In addition to booking discounts, you’ll get 50% off on training programs offered by the IATA.

Plan to book cruises?

You’ll need a CLIA number provided by the Cruise Line International Association.

If you work with a host agency, you can simply use their CLIA.

If you are an independent travel agent, you’ll need to get your own.

You can become a travel agent member or TAM.

You’ll pay a fee of $399.

You’ll also need to meet any federal and local regulations to qualify.

As long as you are running your business legitimately, you are covered here.

This is a booking credential and allows you to book with cruise lines and many other businesses, including hotels.

However, it doesn’t allow you to book with airlines.

Once you become a TAM, you can get an individual agent membership or IAM.

This is not a booking credential.

Instead, it gives you access to CLIA’s wide variety of training programs and the certifications that come with them.

If your business focuses on cruises, this is the way to go.

The training for these certifications is rigorous and can involve ship inspections and even taking a cruise trip yourself, along with completing the education modules.

You’ll need to take the introductory course, State of the Industry, to maintain your IAM status.

This course is free of charge with your membership.

TRUE (Travel Retailers Universal Enumeration) is another accreditation you should consider, particularly if you are a niche travel agent.

TRUE is similar to the above accreditations.

However, you’ll have access to different travel service providers.

Your TRUE code allows you to book with amusement parks, car rental companies, cruise lines, and tour operators.

To get this credential, you’ll need at least 6 months of experience as a travel agent.

You’ll also need to provide proof that you are meeting your state’s requirements as a seller of travel, and 3 business references

Frequently Asked Questions

Some states have certain requirements to operate or sell to residents of their state.

Beyond that, there are no hard and fast requirements.

However, credentials, including the IATAN, CLIA, and TRUE are very helpful.

Travel agent training isn’t required, but it’s generally a good idea.

In addition to travel agent training programs, training in marketing, tourism, and knowledge of booking software can give you the knowledge you need.

Most of the money travel agents earn is through commissions.

For example, when you book a trip with Carnival Cruise Lines, you’ll receive a percentage of the cost of the trip as a commission.

This also applies to airlines, hotels, and many other travel-based businesses.

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As rewards credit cards face regulation, what are the alternatives?

• Rewards credit cards are not for everyone.
• There are other ways to pay for travel, including debit cards, no-annual-fee credit cards and money transfer services.
• The government is concerned about rewards credit cards and is likely to regulate them soon.

Ronald Duben is ready to give up his credit card. He thinks there's something better out there – and there almost certainly is.

Duben has been dutifully shelling out $120 a year for his co-branded airline rewards card, which promises he'll get "free" flights if he spends enough money. It was a good deal at first. Once he collected about 60,000 points by late February, he could cash in his rewards for a flight to Asia.

Check out   Elliott Confidential , the newsletter the travel industry doesn't want you to read. Each issue is filled with breaking news, deep insights, and exclusive strategies for becoming a better traveler. But don't tell anyone!

But when Duben tried to redeem his loyalty points for an economy class ticket to Japan recently, he was stunned that his airline more than tripled the miles he had to pay. Then it asked him for another $375 in taxes and fees on top of the 200,000 points. 

So much for "free."

Learn more: Best travel insurance

"I feel like I'm deeply involved in a rip-off," said Duben, a retired chef from San Rafael, California, "and I want to get out."

It turns out there is a way out.

Will new airline consumer protection rules help you when you fly this summer?

Tipping is 'not an entitlement': Should travelers stop tipping for everything?

Making a U-turn on rewards credit cards

Rewards credit cards – and especially those high-fee, high-interest mileage-earning credit cards – are not for everyone. You're probably just as likely to pay an absurdly high interest rate and add to that $1 trillion in credit card debt as you are to get a "free" airline ticket.

The government is concerned about these cards, too. Earlier this month, the Consumer Financial Protection Bureau (CFPB)  issued a report on rewards cards that identified multiple problems with these payment systems. Consumers complained that rewards are often devalued or denied even after they meet program terms. And consumers who carry revolving balances often pay more in interest and fees than they get back on rewards.

The CFPB and the Department of Transportation also held a hearing on rewards credit cards , a likely precursor to regulating these programs. 

So if this is the beginning of the end for rewards credit cards, then what's next?

Here are the alternatives to rewards cards

Read a travel blog or newspaper travel section, or look at a travel Instagram account, and you might think the only way to travel is with one of those high-fee travel cards. But there are other ways to pay:

• A debit card : A debit card or bank card deducts money directly from your bank account. No need to worry about spending more than you have because it usually won't let you overdraw. "Debit cards are a straightforward option," said Shawn Plummer, a financial expert and frequent traveler. "They're widely accepted and eliminate the risk of accumulating debt because they only allow you to spend what you have." 

Many debit cards even have travel benefits such as no currency conversion fees, but there are limits: Car rental companies and hotels may not accept a debit card. 

• A no-annual-fee, low-interest-rate credit card : You shouldn't pay an annual fee for your credit card. And if you do a little research, you can find a card with less than a 10% annual interest rate . Hint: Check with a credit union . Many of these cards also have all the travel benefits you need, including coverage for car rentals and medical evacuations – and no currency exchange fees . 

By the way, if you do want to pay a membership fee, try joining one of the warehouse clubs like Sam's or Costco. Peter Hoagland, a consultant from Warrenton, Virginia, swears by his Costco Visa. He said it's a no-nonsense payment system with relatively reasonable fees. 

"I use the card everywhere," said Hoagland.

• Money transfer services : A service like Revolut or Wise will allow you to transfer money to a company or individual, completely bypassing the credit card network. These companies are on the bleeding edge of digital banking. I visited Wise's headquarters while I was in London recently and really loved its plan to remove "all the friction" between you and your money. That means eliminating a lot of the high fees you've been paying for years.

Andy Abramson, a communications consultant from Las Vegas, uses both and likes the speed of transfer and the favorable exchange rates when moving dollars to another currency. 

"They're both incredible," he said.

This type of vacation rental cancellation is on the rise. Are you next?

'Expensive in every way': What travelers should expect this summer

What is the future of payment systems for travelers?

Are rewards credit cards obsolete? Have they become bloated and inefficient, with their high swipe fees and exorbitant interest rates and empty promises of free tickets? Some industry watchers believe the answer is yes.

As an intermediate step, many travelers are switching to a debit card or a digital payment system. That allows them to lower their interest rates and make smarter decisions about their purchases instead of mindlessly spending money to accumulate points or giving all of their loyalty to one airline.

Financial experts see a better future just ahead. It's a place where digital peer-to-peer payment systems are used to transfer money at virtually no cost to you. In that future, cards are as antiquated as traveler's checks. All transactions happen on a phone with a tap and a biometric "OK." And loyalty programs have evolved into something more sophisticated than today's bait-and-switch cards that just make you spend more.

Will the government regulate rewards credit cards?

After this month's joint hearings with the CFPB and DOT, rewards credit cards are likely to be regulated soon. 

Even if regulators don't act, Congress could. A new bill called the Credit Card Competition Act could bring much-needed competition to credit cards. That would make rewards cards a little less generous and could bring some sobriety back to rewards programs.

It's about time. Rewards credit cards make promises they can't keep, bait you into spending more than you should, and ultimately reward only the airlines and credit card companies that issue trillions of often worthless points. The sooner we can find an alternative to reward credit cards, the better. The current system is completely unsustainable.

That's what Duben, the retired chef who wanted to go to Japan, did. He clicked on the United Airlines website and booked a regular ticket. He'll use his miles for another ticket and then close his rewards credit card for good.

Christopher Elliott  is an author, consumer advocate, and journalist. He founded  Elliott Advocacy , a nonprofit organization that helps solve consumer problems. He publishes  Elliott Confidential , a travel newsletter, and the  Elliott Report , a news site about customer service. If you need help with a consumer problem, you can  reach him here  or email him at  [email protected] .

The Key Points at the top of this article were created with the assistance of Artificial Intelligence (AI) and reviewed by a journalist before publication. No other parts of the article were generated using AI. Learn more .

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Russia Travel Advisory

Travel advisory september 5, 2023, russia - level 4: do not travel.

Updated to remove COVID-specific information and the kidnapping risk indicator as well as updates to security risks.

Do not travel to Russia due to the unpredictable consequences of the  unprovoked full-scale invasion of Ukraine by Russian military forces , the potential for  harassment and the singling out of U.S. citizens for detention by Russian government security officials , the  arbitrary enforcement of local law ,  limited flights into and out of Russia , the  Embassy’s limited ability to assist U.S. citizens in Russia , and the possibility of  terrorism .  U.S. citizens residing or travelling in Russia should depart immediately.  Exercise increased caution due to  the risk of wrongful detentions.

The U.S. government’s ability to provide routine or emergency services to U.S. citizens in Russia is severely limited, particularly in areas far from the U.S. Embassy in Moscow, due to Russian government limitations on travel for embassy personnel and staffing, and the ongoing suspension of operations, including consular services, at U.S. consulates.

There have been numerous reports of drone attacks, explosions, and fires in areas in Western and Southern Russia, particularly near the Russian border with Ukraine, as well as in Moscow and St. Petersburg. In the event of an emergency, U.S. citizens should follow instructions from local authorities and seek shelter immediately.

In September 2022, the Russian government mobilized citizens to the armed forces in support of its invasion of Ukraine. Russia may refuse to acknowledge dual nationals’ U.S. citizenship, deny their access to U.S. consular assistance, subject them to mobilization, prevent their departure from Russia, and/or conscript them. 

U.S. citizens should note that U.S. credit and debit cards no longer work in Russia, and options to electronically transfer funds from the United States are extremely limited due to sanctions imposed on Russian banks. There are reports of cash shortages within Russia.

Commercial flight options are extremely limited and are often unavailable on short notice. If you wish to depart Russia, you should make independent arrangements as soon as possible. The U.S. Embassy has severe limitations on its ability to assist U.S. citizens to depart the country and transportation options may suddenly become even more limited. Click  here  for Information for U.S. Citizens Seeking to Depart Russia.

U.S. Embassy personnel are generally not permitted to travel on Russian air carriers due to safety concerns.  The Federal Aviation Administration (FAA) downgraded the air safety rating for Russia from Category 1 to Category 2 on April 21, 2022, due to Russia’s Federal Agency for Air Transport noncompliance with International Civil Aviation Organization (ICAO) safety standards.  The Federal Aviation Administration (FAA) has issued a Notice to Air Missions (NOTAM) prohibiting U.S. aviation operations into, out of, within, or over those areas of the Moscow Flight Information Region (FIR), the Samara FIR (UWWW) and the Rostov-na-Donu (URRV) FIR within 160NM of the boundaries of the Dnipro (UKDV) Flight Information Regions. For more information, U.S. citizens should consult the  Federal Aviation Administration’s Prohibitions, Restrictions, and Notices .

The right of peaceful assembly and freedom of expression are not consistently protected in Russia. U.S. citizens should avoid all political or social protests and not photograph security personnel at these events. Russian authorities have arrested U.S. citizens who have participated in demonstrations and there are numerous reports Russian nationals have been detained for social media activity. 

Country Summary:

U.S. citizens, including former and current U.S. government and military personnel and private citizens engaged in business who are visiting or residing in Russia, have been interrogated without cause and threatened by Russian officials, and may become victims of harassment, mistreatment, and extortion. 

Russian security services may fail to notify the U.S. Embassy of the detention of a U.S. citizen and unreasonably delay U.S. consular assistance. Russian security services are increasing the arbitrary enforcement of local laws to target foreign and international organizations they consider “undesirable.”

Russian security services have arrested U.S. citizens on spurious charges, singled out U.S. citizens in Russia for detention and harassment, denied them fair and transparent treatment, and convicted them in secret trials or without presenting credible evidence. Furthermore, Russian authorities arbitrarily enforce local laws against U.S. citizen religious workers and have opened questionable criminal investigations against U.S. citizens engaged in religious activity. U.S. citizens should avoid travel to Russia to perform work for or volunteer with non-governmental organizations or religious organizations.

There have been multiple security incidents in southwestern Russia related to Russia’s unprovoked and unjustified invasion of Ukraine. The Russian government declared martial law in Russia’s regions bordering Ukraine (Bryansk, Kursk, Belgorod, Voronezh, Rostov, Krasnodar) on October 20, 2022. The martial law regime allows the rapid introduction of restrictive measures such as curfew, seizure of private property, restriction of entry/exit and freedom of movement, internment of foreigners, forced relocation of local residents, and restrictions on public gatherings. U.S. citizens should avoid all travel to these areas.

Recent legislation has expanded the ability of Russian authorities to detain, question, and arrest individuals suspected of acting against Russia’s interests, including posts on personal social media accounts, engaging with foreign and international entities, discrediting the Russian state or military, as well as advocating for the rights of LGBTQI+ persons.

Terrorist groups, both transnational and local terrorist organizations, and individuals inspired by extremist ideology continue plotting possible attacks in Russia. Terrorists may attack with little or no warning, targeting tourist locations, transportation hubs and systems, markets/shopping malls, local government facilities, hotels, clubs, restaurants, places of worship, parks, major sporting and cultural events, educational institutions, airports, and other public areas. Travel to the North Caucasus (including Chechnya and Mt. Elbrus) is prohibited for U.S. government employees and strongly discouraged for U.S. citizens.

The international community, including the United States and Ukraine, does not recognize Russia’s purported annexation of Crimea as well as four other Ukrainian oblasts – Donetsk, Luhansk, Kherson, and Zaporizhzhya – that Russia has purported to annex more recently. There is extensive Russian Federation military presence in these areas. Russia staged its further invasion of Ukraine, in part, from occupied Crimea, and Russia is likely to take further military actions in Crimea, and the four other Ukrainian oblasts are the subject of intensive fighting. There are continuing abuses against foreigners and the local population by the occupation authorities in these regions, particularly against those who are seen as challenging Russia’s authority.

The U.S. Embassy in Kyiv continues to provide consular services to U.S. citizens in Crimea as well as four other Ukrainian oblasts partially occupied by Russia – Donetsk, Luhansk, Kherson, and Zaporizhzhya, although the ongoing conflict severely restricts the Embassy’s ability to provide services in these areas.

Read the  country information page  for additional information on travel to Russia.

If you decide to travel to Russia:

• Familiarize yourself with the information on  what the U.S. government can and cannot do to assist you in a crisis overseas .
• Have a contingency plan in place that does not rely on U.S. government assistance. Review the  Traveler’s Checklist .
• Monitor local and international media for breaking events and adjust your contingency plans based on the new information.
• Ensure travel documents are valid and easily accessible.
• Visit our website for  Travel to High-Risk Areas .
• Enroll in the  Smart Traveler Enrollment Program (STEP)  to receive Alerts and make it easier to locate you in an emergency.
• Follow the Department of State on  Facebook  and  Twitter .
• Review the  Country Security Report  for Russia.
• Visit the CDC page for the latest  Travel Health Information  related to your travel.

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Ukraine-Russia war latest: Ukraine has right to strike targets in Russia - NATO boss; Putin insists Russian economy is strong

Jens Stoltenberg, the NATO secretary general, says Ukraine has the right to strike "legitimate targets in Russia". Meanwhile, the Russian president takes to the stage in St Petersburg to address the International Economic Forum.

Friday 7 June 2024 14:36, UK

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• Russia economically strong despite 'illegitimate sanctions'
• Ukraine has right to strike targets in Russia - NATO chief
• Russian vessels to make port in Cuba in 'hopes of invoking memory of missile crisis'
• Biden to discuss $225m package with Zelenskyy in France
• Ivor Bennett:  Why is Lavrov in Africa?
• Big picture:  Everything you need to know about the war right now
• Your questions answered: Are there any signs of an underground resistance in Russia?
• Live reporting by Andy Hayes and  Ollie Cooper

Joe Biden has apologised to Volodymyr Zelenskyy for the recent delay in approving new US aid for Ukraine.

Last month, following months of political disagreements, the Senate passed $95bn (£76.2bn) in war aid to Ukraine, Israel and Taiwan .

"I apologise for those weeks of not knowing," the US president said.

"Some of our very conservative members [of Congress] were holding it up. 

"But we got it done, finally. We're still in - completely, totally." 

The Ukrainian president thanked his counterpart for American assistance.  

"It's very important that you stay with us," he said. 

"It's very important that in this unity, the United States of America, all American people stay with Ukraine, like it was during World War Two - how the United States helped to save human lives, to save Europe." 

The two men were speaking in Paris, the day after D-Day commemorations in Normandy.

Russia needs to boost its use of non-Western currencies, Vladimir Putin said as he addressed the St Petersburg International Economic Forum.

He also said his country needs to reduce imports while calling for a major expansion of its domestic financial markets.

Trade with Asia is soaring, he told delegates, adding that almost two fifths of Russian external trade is now in roubles.

The share conducted in US dollars, euros and other Western currencies has declined.

Russia will try to boost the share of settlements conducted in the currencies of BRICS countries - which include Brazil, Russia, India, China and South Africa, Mr Putin said.

"Last year, the share of payments for Russian exports in the so–called 'toxic' currencies of unfriendly states halved, while the share of the rouble in export and import transactions is growing - it is approaching 40% today," the president said.

Russia has referred to nations that imposed sanctions on it as "unfriendly".

 The session begins with an address by the Russian president. 

Vladimir Putin says there is a race among world powers to establish sovereignty. 

He speaks of the need for countries to both establish partnerships and also to look internally to tackle challenges presented by the current global economic landscape. 

Despite all the "obstacles and illegitimate sanctions", Russia remains one of the world's economic leaders, he says. 

He adds that "friendly countries" - those that have not joined sanctions against Moscow - account for three quarters of Russia's mutual trade turnover, and praises them for that. 

Countries including India and China have strengthened economic ties since Mr Putin launched his war in Ukraine. 

Vladimir Putin has taken to the stage in St Petersburg to address the International Economic Forum there.

He's joined by Zimbabwean President Emmerson Mnangagwais and Bolivian President Luis Alberto Arce Catacora. 

Chairing the session is Sergey Karaganov - a Russian political scientist. 

We'll bring you any key lines here in this live blog. 

A T-shirt is on sale at the St Petersburg International Economic Forum printed with a phrase attributed to Vladimir Putin, Sky News has discovered. 

"If a fight is inevitable, throw the first punch," it says.

The Russian president reportedly said it in 2015.

He apparently explained that it was something he had learned while growing up on the streets of Leningrad - a former name of St Petersburg. 

The Russian defence ministry has accused Ukraine of injuring 20 people, including children, in a missile attack on the Russian-controlled eastern Ukrainian city of Luhansk, using US-supplied ATACMS missiles.

Four of five missiles were shot down by air defence systems, the ministry said in a statement.

However, one of the missiles damaged two residential apartment blocks, it added, claiming it was deliberate.

Sky News is unable to verify the allegations.

There has been no immediate comment from Ukraine. 

The European Commission supports starting EU accession talks with Ukraine, the country's prime minister has said.

Denys Shmyhal said the commission had confirmed in a report that Kyiv had fulfilled the remaining steps required to start negotiations. 

"Now we expect our European partners to take the next step - to start negotiations on European Union membership this month," Mr Shmyhal said on Telegram. 

Earlier (7.43am post) we reported that the commission was reportedly ready to recommend that accession talks get underway.

It is part of an attempt to signal support for Kyiv before Hungary takes over the rotating presidency of the EU next month, the Financial Times reported.

The EU announced earlier this year that it was sending an additional £42bn in aid to Ukraine - but only after  weeks of resistance from Hungary , which reportedly has concerns about minority rights in Ukraine. 

Vladimir Putin is likely to adopt a provocative tone as he addresses the Saint Petersburg International Economic Forum this afternoon, Ivor Bennett, Sky News's Moscow correspondent , has said.

In his speech, expected at midday UK time at the earliest, the Russian leader may stress there is an alternative view of world affairs to the one being put forward by the West, Bennett added.

"I think he will undoubtedly use some more provocative rhetoric," Bennett said - noting there has been more confrontation in the Russian leader's tone recently, "culminating in that threat on Wednesday night to potentially send weapons to other nations to hit Western targets".

Bennett added: "Whether or not he'll be drawn more on that, giving specific examples, I'm not so sure. 

"But I think he could potentially talk more about nuclear weapons, reiterating Russia's readiness to use them.

"The Kremlin likes to say that it's not Russia making the escalations here - they're merely responding to Western provocations. 

"Russia is merely defending itself."

Ukraine has the right to attack legitimate military targets in Russia, NATO Secretary General Jens Stoltenberg has said.  

"Ukraine has the right to self defence," Mr Stoltenberg said during a news conference with Swedish Prime Minister Ulf Kristersson at a military base near Stockholm. 

He added: "The right to self defence also includes the right to hit legitimate, military targets on the territory of the attacking party, the aggressor - in this case Russia." 

Mr Stoltenberg continued: "This is a war of attack that Russia has begun against a peaceful, democratic neighbouring country - Ukraine - that at no point has been a threat to Russia.

"There is no question that Ukraine has the right to hit targets on Russian territory."

The United States recently gave Ukraine permission to use American weapons on Russian territory near Kharkiv.

Maria Zakharova, a spokeswoman for the Russian foreign ministry, has claimed that HIMARS rockets have been used since then on civilian targets (8.36 post).

Vladimir Putin has said he is considering arming the West's enemies in retaliation.

Volodymyr Zelenskyy has thanked France for its support as he addressed the country's National Assembly.

President Emmanuel Macron has said his country will send Mirage 2000 warplanes to Ukraine.

The Ukrainian president's speech was part of an official visit to France following the 80th anniversary commemorations of D-Day.

"I'm sure a day will come when Ukraine will see the same jets in our skies that we saw in Normandy skies yesterday," Mr Zelenskyy said.

"Your combat aviation [and] brilliant fighter jets under Ukrainian pilots' command will prove that Europe is stronger, stronger than [the] evil which dared to threaten it. 

"Now, just like 80 years ago, we can prove it — the power of our unity, the power of our alliance, the power of our shared ideals." 

He added: "Can Putin win the war? No, because we have no right to lose." 

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