Online influencers are spearheading the revival of the traditional travel agency industry, once thought to be rendered obsolete by the rise of the internet. Millennials and Gen Z influencers are increasingly turning to human travel agents for their travel planning needs, breathing new life into an industry that had been struggling to survive in the digital age.
According to a recent IBS Software survey published in December, a staggering 38 percent of travelers under the age of 43 now prefer using human travel agents over online booking platforms. In stark contrast, only 2 percent of Baby Boomers share this preference. This shift in behavior among younger generations is driving a resurgence in the travel agency business.
Prominent influencers are sharing their positive experiences with travel agents, contributing to the industry’s comeback. “Why would I ever plan it myself again?” remarked influencer Contrera, who, along with her partner, spends between $1,500 and $3,000 per person per trip. Travel agents handle the entire trip planning process and provide crucial support when things go wrong, making them an invaluable resource for travelers.
Pam Draper, owner of Travel with Pam Draper and a 47-year veteran of the industry, expressed her amazement at the renewed demand. “We are extremely busy. It’s amazing really,” she said, reflecting on the significant decline in sales following the rise of the internet.
Jennifer Byrne, CEO of The Tropical Travelers, noted that millennials and Gen Z travelers often feel overwhelmed by the vast amount of information available online. “They don’t know what to do with all of it,” Byrne explained. This sentiment is echoed by Paul Ferdinand, president of Rainbow Voyages, who recounted how honeymooners often get lost in the endless rabbit hole of online vacation research.
The influence of social media is undeniable. TikToker Jake Musser, promoting Fora Travel, told his followers, “This will not be my last time, this is my life hack.” Michelle, who runs the account LAXtoLuxury, warned her followers that they could be missing out if they don’t use travel agents, insisting that these professionals are far from being “relics of the past.”
This resurgence in the use of travel agents highlights a broader trend of digital fatigue among younger generations, who are increasingly seeking personalized, human assistance in their travel planning. The travel agency industry is seizing this opportunity to reinvent itself and cater to the needs of modern travelers.
