Today’s travel agents are no longer mere booking intermediaries. They have become trusted advisors — akin to financial planners and CPAs — who make the overall travel experience better and provide both leisure and business travelers maximum value for their travel dollar. The term “advisor” not only more accurately describes the value our members provide to consumers but also serves as a distinct declaration of who we work for: the traveling public.
The message shared with journalists was about the vibrancy of the agency industry and the tremendous value that travel advisors bring to travelers, our supplier partners and to the industry at large. We have entered a Golden Age of Travel and the professional travel advisor plays a vital role in fueling that growth and cutting through the complexity.
Also, at a recent New York Times Travel Show, several of executives and advisors did an outstanding job representing unique travel brands and making a strong case for the value of the travel advisor in today’s marketplace.