Whilst many agents feel the pressure from online travel agents, there are still ways that the traditional travel agent can have competitive advantage over the OTA’s.

With the advent of the internet the travel industry has evolved amazingly from pre-internet when travel agencies flourished. But with internet being across all industry and widely relied upon, the travel agent now only handles somewhere around 50% of all travel.

Increased online traffic has seen some service providers eliminate the agency commission and tap customers directly, forcing agents to adopt a lower profit model of a flat service fee . Online sites can survive on a lower service, whilst going with an  travel agent delivers hassle free service and the human wisdom to optimise the travel experience.

Therefore the biggest advantage Travel Agencies have is the provision of service delivered via knowledge and wisdom. Someone looking to buy an air ticket from London to Paris can do so simply online. But when it get multi-leg and complex, they are at the whim of the technology connections and contracts fed in the online systems, failing sometimes present all the options. Countless anecdotes exist of 14 hour stopovers in Singapore for cheap business class seats…. a condition of eliminated by the  travel agency.  

The same knowledge is applied when you consider day tours, hotels, transfers and visa applications; for the Smart Traveler it's a significantly broader value proposition to use an agent

Travel agents need to communicate this with their customers openly and honestly. Whilst visiting roomsXML customers, the agencies that have flourished through the advent of Internet travel have used it to their advantage by being well-informed and opening a dialogue that encourages their customer to share what they have found online.

Even a good internet researcher cannot come close to the knowledge and wisdom of an experienced agent. There lies the opportunity to improve what your customer has brought to you.

An offline agency bids good bye to the hassle of booking, finding best price and best combination itineraries. There is absolutely nothing that can beat the comfort and reliable information you get from your trusted travel agent. I use one every time I travel.

The humble travel agent knows many travel secrets that most people will never find online . 

Travel agents, sell yourself.