Don’t abandon the personal touch in a shift to digital

"In an industry that prides itself on personalisation, craftsmanship and meaningful partnerships, it is ironic that travel documentation is drifting towards a one-size-fits-all approach. 

At the recent Aito KickStart conference, much emphasis was rightly placed on collaboration between agents and operators. I left convinced that true partnership must begin with understanding what clients genuinely value, rather than defaulting to what is most convenient for internal systems.

We live in an era of extraordinary technological capability. Apps, portals, digital wallets and attachments have transformed how information is delivered, and many clients welcome these tools. However, the reality from the frontline of luxury travel retail is simple – clients want choice. Some prefer everything digital; some seek everything printed. Many would like both.

Despite this, a narrative persists that physical documents are outdated, unnecessary or environmentally irresponsible. This argument would be more compelling if the wider supply chain had meaningfully addressed its own environmental footprint. But when operators continue to overproduce glossy brochures, often discarded within months, it feels misplaced to position a thoughtfully-prepared document wallet as the problem.

Haslemere Travel stopped racking brochures over 20 years ago, long before sustainability became a marketing priority. This decision was driven by a desire to be more than a brochure collection point. Instead, we adopted a consultancy-led approach, ensuring that everyone entering our space engages directly with our team. This allows the service journey to begin immediately, and shows knowledge, care and attention to detail from the outset.

Symbol of care

For high-value holidays, where clients may have invested tens of thousands of pounds, presentation matters. Anticipation matters. Reassurance matters. Handing over a refined document wallet containing itineraries, confirmations and personal touches is a symbol of care, professionalism and accountability. 

This stands in stark contrast with the increasingly common scenario where a client, having booked a once-in-a-lifetime journey, is told to download an app. An app which they may not want, that requires passwords, updates and reliable connectivity, and which may not function well in many destinations.

For some clients this is seamless. For others it is frustrating, impersonal and undermines the very reason they chose a travel agent in the first place.Clients do not come to us because they want to feel as if they had booked online. They come because they want to feel looked after. They want confidence, continuity and a relationship. For many, they also want something tangible that they can hold, refer to and rely upon, particularly when travelling far from home.

Issue of choice

This is not a rejection of technology. Digital documentation and destination apps are valuable tools and, when used well, enhance the journey. The 
issue is not digital versus print, but choice. If the industry is serious about sustainability, then the conversation must be honest – and balanced.

Eliminating client-valued materials while continuing mass brochure production is not. Sustainability should not become a selectively applied  argument while significantly larger inefficiencies remain unchallenged.

The Aito KickStart conference rightly highlighted the importance of stronger partnerships between agents and operators. For partnerships to thrive, trust must flow both ways. Agents should not be reduced to distribution channels, and digital-first should not be assumed to mean customer-first. Our shared success depends on listening to each other – and, most importantly, listening to our clients.

In defending the document wallet, I am not defending paper. I am defending choice, dignity in service, and the key principle that travel remains a deeply human business. If we truly believe in partnership, then let’s work together to preserve what makes travel  special – not just what makes it scalable.