Is it time to retire the phrase ‘the traditional travel agent’?

It’s a familiar turn of phrase: “The traditional travel agent”. I see agencies described this way all the time, formally and casually. 

I’m also guilty of this. But recently I’ve started to catch myself whenever I refer to “traditional travel agents” or a “traditional booking method” because what do those terms really mean? 

The pandemic seemed to prompt a resurgence of these terms as people were encouraged back to high street agencies, with many online bookers turning to local trusted travel professionals. “The traditional way is new again,” we were saying. 

But is it time to move away from labelling agents as traditional? Absolutely. In recent years, agencies have evolved and become more progressive. In particular, the expectation to deliver innovation in retail has driven more forward-thinking approaches to the agency model. 

Looking at the fabric of the high street, agencies are a major player when it comes to filling retail units. While consumer goods retailers are closing doors, we’re opening new stores and upgrading existing locations. 

Retail agents keenly understand the importance of staying relevant in their communities and you only need to look at the spaces we occupy on the high street to know that agents are anything but traditional.

Modern retailing

And I don’t just mean embracing technology and big screens. I’m talking about modern ways to use retail spaces such as hosting events, collaborating with local businesses, creating kids’ corners or finding ways to bring a product or destination to life. 

We’ve blended the best of online and face‑to‑face with interactive social media platforms, informative websites and inspiring online content – all underpinned by the modern travel agent. 

The idea of something being traditional can often be associated with stability or reliability – which, of course, is the case with booking with agents. But we’re much more than that. 

I don’t think that describing today’s agents as traditional truly aligns with our capabilities or indeed our audiences. Our customers define our industry and business identities – and play just as important a role in ensuring we stay relevant. 

Abta’s 2024 Holiday Habits report said the proportion of 18-24-year-olds booking with a travel agent had risen from 26% in 2019 to 48% last year, while 55% of young families were also booking with an agent. The tide has well and truly turned as, no matter what age and stage in life, people are choosing to book with agents. 

As well as emerging technologies and booking habits, another area that has contributed to the modernisation of the travel agent is the accessibility of the world. Growing appetites for exploration have expanded everyone’s horizons – and agents have adopted more diverse product ranges and skill sets to cater for today’s traveller. 

We’ve also got far more exposure to the destinations and suppliers we deal with – broadening our cultural awareness and appreciation of the global industry. 

Our perspectives are far from traditional – we’re contemporary with a progressive outlook on business and travel.  

Agents or advisors?

A final thought: to accelerate the perception of modernity in agents, is it time we followed our US counterparts and referred to agents as advisors? In 2018, the American Society of Travel Agents (Asta) rebranded to the American Society of Travel Advisors – cementing the professionalisation of travel agents. 

There’s a similar sentiment emerging in the UK. The past decade has taken travel agents’ roles to a new level. We don’t just book package holidays – we’re servicing complex enquiries, managing both limited and extensive budgets, navigating destination rules and often handling high-stress crises. 

Whether or not the UK industry decides it’s appropriate to follow suit at some point, I think there’s something to be said about the language we use to describe agents. In my view, the travel agents of today represent the most modern way for consumers to book holidays.