The travel industry is re-evaluating the term ‘travel agent’, sparked by a campaign initiated by the Advantage Travel Partnership.
- A survey released on National Travel Agent Day shows 50% of members support a rebrand, suggesting titles like ‘Travel Professional’ or ‘Travel Consultant’.
- The rebranding initiative is seen as a strategic move to appeal to younger customers and reflect the evolving nature of the profession.
- Advantage’s CEO emphasises the need to modernise the title, citing the extensive skills now required in the role.
- Travel agents are lauded for their expertise, personalisation, and adaptability in a rapidly changing digital landscape.
The Advantage Travel Partnership has embarked on a transformative campaign aiming to update the term ‘travel agent’, which many in the industry now consider outdated. This initiative coincides with National Travel Agent Day, seizing the occasion to promote a comprehensive survey. The survey’s findings reveal that a significant portion of the consortium’s members are advocating for a change, offering alternative titles such as ‘Travel Professional’ and ‘Travel Consultant’. These suggestions are part of a broader strategy to align the industry’s language with contemporary roles and responsibilities.
This proposed rebranding is not merely a cosmetic change; rather, it serves a strategic function, particularly in capturing the interest of the younger demographic. Analysing the current market trends, the younger generation is increasingly seeking unique and personalised travel experiences, which the existing nomenclature may not adequately convey. Consequently, the new terminology is designed to resonate more with these potential consumers, showcasing the breadth of expertise and services provided by modern travel advisers.
Julia Lo Bue-Said, Chief Executive of Advantage, articulated the necessity for change in the profession’s title, arguing that it should accurately reflect the multifaceted nature of the role today. While acknowledging the longstanding value and recognition of travel agents, she asserts that the evolving demands on travel professionals necessitate a title that encapsulates their expanded responsibilities and skills.
The modern travel agent’s role extends beyond traditional booking tasks. It encompasses personalised planning, from holidays to business trips, alongside insightful recommendations on destinations, accommodations, and activities, all tailored to meet individual preferences and budgets. Travel agents also play a crucial role in risk management, providing invaluable support when disruptions occur. As digital communication continues to revolutionise how travel services are delivered, agents are adopting new roles as influencers, harnessing technology and social media to inspire travellers and enhance their profile.
Advantage’s campaign highlights the pivotal role of travel agents as both travel experts and influencers. By modernising the role’s title, the initiative aims to underscore the travel agent’s ability to provide not only logistical support but also inspiration and guidance, ensuring that clients receive the most enriching and hassle-free travel experiences possible.
The campaign by Advantage underscores a pivotal shift in the travel industry’s recognition of agents as complex, influential figures.
