travel tech insights

It may seem counterintuitive that the most connected, digitally tuned-in generation in history is helping to reverse the trend in recent years away from travel agencies, but a series of reports and surveys in recent years indicate that’s exactly what’s happening. Millennials, one of the most sought-after market shares in today’s travel industry, are leading the charge in utilizing travel agents and online travel agencies to help curate their travel experiences, which is proving to be a boon for travel companies as they seek to leverage new competitive advantages for relevancy in today’s fast-paced travel landscape.

According to a new report by the American Society of Travel Agents (ASTA), about 30 percent of millennials reported using a travel agency in the last 12 months - in addition, more than 45 percent indicated they would recommend using a travel agent to friends or family.

Today’s corporate travelers have a lot on their plate. Is the presentation ready? Has everyone reviewed the report? Will the right players be available for this afternoon’s conference call? How can we quickly leverage this data into a positive action for our company? These are the questions the average corporate traveler faces on a daily basis, which is why - given the number of decisions needed each day - it makes perfect sense that travel agencies are still an important value proposition for the 21st Century corporate traveler.

Yes, in today’s increasingly connected, digitized world, access to destination information, travel review websites, and online travel agencies (OTAs) or travel management companies (TMCs) is greater than ever. But as the speed and pace of the corporate lifestyle continues to increase, business travelers find themselves at something of a curious paradox: the speed and availability in ecommerce that makes travel bookings so easy and convenient has actually made it difficult for corporate travelers to tend to these tasks given the myriad of other responsibilities they have day-in and day-out.

It’s Tuesday night and you just discover you don’t have enough milk to finish cooking the family dinner. You know you’ll have to run out for a fresh quart, but as you scramble to find your car keys and a few dollars you have to decide where you’re going to go. You have options: a big-box grocery retailer or a small, independent market. The big-box store may be fractionally less expensive and offer much in the way of convenience and choice, but the market is nearby, offers a more personal experience, and is more knowledgeable about the products on the shelves.

Which do you choose? Tuesday night dinner aside, a similar scenario plays out time and time again in the travel and tourism industry, particularly between OTAs - as well as tour operators and TMCs - and traditional travel agencies.

There are times when all of us make the mistake of assuming we know the facts behind an event, trend or circumstance - only to learn at some point how very wrong our unchallenged assumptions and beliefs were.  For instance, take a recent event, light years removed from the travel industry, which undercut a flawed understanding held by many people.

There are times it seems the travel industry should take a cue from its customers; go to some quiet place and just relax for a long time without reading anything about travel (except this blog, of course) or talking to anyone in the business.