Is hiring a travel agent to organize your vacation bookings and activities a thing of the past? While many travelers have embraced online planning and DIY booking to save money, travel advisors still play an important role for those seeking curated, unique and adventurous experiences.
A recent study by Signature Travel Network and The Center for General Kinetics found that travelers are increasingly interested in distinctive trips that often require expert guidance. Planning such tailor-made journeys can be time-consuming and complex, and travel professionals can provide the local knowledge, logistics and relationships that help create seamless, memorable travel.
Interestingly, the research revealed that millennials are twice as likely as other generations to consult a travel advisor while researching a trip. Even so, actually booking through an agent remains relatively uncommon. Many travelers still prefer to finalize reservations themselves, whether for perceived cost savings or control over the itinerary.
Across age groups, common concerns about using a travel agent include perceived additional costs, a fear that trips will lack personalization, and worry that a packaged or “touristy” experience will replace authentic local encounters. These perceptions can discourage travelers from working with professionals, even when an advisor’s expertise could enhance a trip.
Survey respondents indicated that pricing incentives and added value would make them more likely to use a travel agent. Offers such as special amenities, upgrades, exclusive access or bundled experiences were cited as convincing reasons to engage an advisor. In other words, many travelers are open to professional help when it brings clear benefits that aren’t readily available through solo planning.
Travel agents who focus on personalization, transparent pricing and genuine local experiences are positioned to attract clients who want more than cookie-cutter vacations. By showcasing unique itineraries, behind-the-scenes access and thoughtfully arranged extras, advisors can address common objections and demonstrate the real value they add—saving clients time, reducing risk and often unlocking experiences that are difficult to arrange independently.
Ultimately, while DIY travel planning remains popular, the demand for curated, authentic and adventurous trips means travel agents still have an important place in the industry. When agents offer compelling value—through enhancements, special perks and tailored service—many travelers appear willing to trade a bit of control for the expertise and convenience that professionals provide.