Travel Agents vs. Do-It-Yourself Online Travel Booking

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last updated 9 August 2023

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Not long ago, travel advisors appeared to be sailing into the sunset as options for booking vacations online flourished. But business has been booming. The American Society of Travel Agents reports that about 27% of its members say that over half of their clients are working with a travel advisor for the first time. “Business is booming, and travel advisors continue to be a vital part of the travel industry" said Zane Kirby, President and CEO of the American Society of Travel Advisors.

With years of experience and knowledge about destinations, transportation options and vendors, an advisor can eliminate hours of online research time. Their knowledge and experience also gives them the foresight to prevent potential problems. Between weather delays, natural disasters, flight cancellations, lost luggage and much more, a lot can happen on vacation. Travel advisors act as the traveler’s advocate in the event something goes wrong, helping navigate the challenge of making any necessary itinerary changes

The more complex or luxurious the trip, the more useful an agent can be. Agents have an inside track on deals and upgrades, and they can quickly solve problems or change plans while you're on a trip, says industry consultant Mark Murphy, at TravAlliancemedia. In some cases, travel agents don't charge their clients — for example, an agent who books a cruise may earn a 10% commission from the cruise line. Others impose booking fees — say, $30 for an airline ticket—or require a deposit that they'll keep if you cancel.

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Bottom line

Keeping up with the details of planning a trip is challenging enough. Travelers have faced pandemic-related restrictions and hassles with refunds and penalties for cancellations. Starting Next year, the EU will be requiring Americans traveling to Europe to pay a fee and you'll have to apply for approval under the European Travel Information and Authorization System (ETIAS).Travel advisors have the skills to navigate the changing protocols and resources to take the stress out of travel planning.

Donna joined Kiplinger as a personal finance writer in 2023. She spent more than a decade as the contributing editor of J.K.Lasser's Your Income Tax Guide and edited state specific legal treatises at ALM Media. She has shared her expertise as a guest on Bloomberg, CNN, Fox, NPR, CNBC and many other media outlets around the nation.

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