In a world where we are confronted with endless possibilities, more and more people are seeking to simplify their travel booking experience.
Travel agencies have not had it easy over the past few decades. The rise of the internet has made it significantly easier for travellers to book their trips from the comfort of their own homes, allowing them to personalise every aspect of their journey.
As a result, visiting a travel agent became largely redundant, leading to the decline—and sometimes reinvention—of agencies such as Thomas Cook, Club 18-30, and STA. While many assumed this shift was irreversible, recent figures suggest otherwise.
At the end of 2023, a survey conducted by IBS Software, a software provider for airlines and cruise lines, indicated that 38 per cent of Millennials and Gen Z travellers were choosing to book their holidays through traditional travel agencies. Now, Sebastian Ebel, chief executive of TUI, the world’s largest travel operator, has echoed these findings.
“We’re seeing them [young people] turn back to the shop. They want to have an extra half hour for gaming instead of looking through the internet. It was a surprise to me. I found out from my kids when they told me they had booked through a travel agency. I thought, you are digital natives, what have you done? They said why should we spend all our time searching for the right thing? I want to hand over the problem to someone else”, he told The Telegraph, referring to his twenty-something children.
Although travel agents saw a decline in recent years, TUI has observed a resurgence since the post-pandemic travel boom. Travellers increasingly appreciate the added security offered by package holidays compared to less flexible flight-only deals.
“Very often young people will phone the shop and say I need this, and then for the decision they will go there. The main question they ask is, is it a good hotel? Or I want to do my yoga classes, which hotel can you recommend?”, said Sebastian Ebel.
Furthermore, despite the wealth of information available online, younger travellers are becoming more aware that not all sources are reliable. In an era dominated by social media, where curating the best possible content is a priority, many influencers and travel bloggers omit drawbacks or fail to present an accurate picture. A travel agent, on the other hand, is expected to provide an honest representation of the destination.
“We all know about fake news and pictures which are faked. We can guarantee that what you do see, you will get”, stated Peter Krueger of TUI.
Despite the digital era’s abundance of booking options, many Gen Z and Millennial travellers are turning to agents for stress-free, trustworthy planning. With industry leaders like TUI recognising this shift, the role of travel agencies may once again become a staple in holiday planning.
