Complexity is the key. This phrase sums up the niche filled by modern travel agents. As someone who lives overseas and travels extensively, I can certainly vouch for this. I would never use a travel agent to book my flight back to the United States, but when I was looking for a good, all-inclusive dive resort, I reached out to my travel agent. According to a 2017 article by Nomadic Matt, I am not alone.

In his article, he poses the question “are travel agents still useful?” and goes on to explain why they are (Matt, 2017). He discusses how travel agents thrived because they had access to deals the average traveler did not, thus making their middleman status palatable. He goes on to explain that, with the advent of travel sites, good deals are easier to find, but travelers with complex itineraries or large groups still benefit from the expertise and information agents bring. That expertise may be what resorts best suit your goals, who has the better deals, what airline provides the best service, or the ability to help out in case of trouble (Matt, 2017).

While the ease of utilizing a travel agent for one trip may create one or two purchases, how are they creating repeat customers? Speaking from experience, it is the ability to send an email with the potential dates and have options in your in-box within a few hours (or the next day) while saving money on the publicized prices. While I was drawn to the agency for expertise on all-inclusive Caribbean resorts, I returned for the savings and convenience. As it turns out the secret to the resurgence of travel agents is what drives the success of every business, savings and convenience (Matt, 2017).

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