Optimism abounds for the women-led travel agent channel

The industry is optimistic about the return of travel, and travel advisers are no different.

According to Phocuswright’s latest travel research report U.S. Travel Agents: Optimism Abounds, more than 7 in 10 agents have positive expectations for the upcoming year, despite issues like economic uncertainty and the elevated costs of travel (especially airfares).

As online travel penetration in the United States has plateaued, travel advisers have carved out their niche in the industry.

Personalization - long sought by suppliers - is a keystone of travel advisers due to their understanding of clients' travel needs. Suppliers can benefit by offering products and a clear value proposition that can appeal and be customized to that base.

This mutually beneficial relationship would augur well for the future of travel advisers.

The women-led, leisure-dominant travel agent segment reports an overall increase of 108% in gross bookings over the past 12 months.

Emphasizing that trust is key, clients turn to travel advisers for the customer service, personal relationships, and expertise that they bring to the table. The personal relationship is especially important to independent agents (37%), while traditional agents say their customer service (36%) is what matters most.

Travel advisers will continue to see momentum as categories like ocean and river cruises, tours and packages, luxury travel and group/family travel flourish.

Phocuswright has been researching the U.S. travel agency landscape since 2006. Our initial study examined the possibility of travel agency extinction. Instead, with business models changing, and new tools and technologies emerging, the need for professional, personalized services has stood the test of time. Travel agents are not only surviving; they are thriving.