The Evolution of the Travel Advisor

Is the Travel Agent Dead? The Truth Behind the Transformation of the Industry

For decades, travel agents were the unsung heroes behind dream holidays, honeymoon adventures, and once-in-a-lifetime journeys. With a stack of brochures, an encyclopaedic knowledge of destinations, and phone lines constantly buzzing, we crafted itineraries tailored to each traveller’s wishes. But today, many ask, “Are travel agents still relevant?” Or more bluntly: “Is the travel agent dead?”

Having spent over 40 years in the travel industry, I've experienced the heyday of travel agencies, the emergence of the internet, and the surge of DIY travel platforms. And while it’s true the industry has transformed beyond recognition, the story isn’t one of death—but of reinvention.

The Rise of Self-Service Travel

The internet revolution gave people access to flights, hotels, and tours at their fingertips. Platforms like Expedia, Booking.com, and Skyscanner promised freedom, flexibility, and savings. Suddenly, travellers didn’t need a middleman—they could book their entire holiday with a few clicks.

This shift led many to declare travel agents obsolete. Walk into any high street today and you’ll see fewer brick-and-mortar agencies. But is this really the end?

The Human Touch Never Dies

While the role of the travel agent has changed, the value of personal service, insider knowledge, and trust hasn’t. In fact, in a world overwhelmed by options, expert curation is more important than ever.

Many travelers—especially those over 50 and planning complex trips—still crave the reassurance of speaking to a real person. They want someone who understands not just logistics but also personal preferences, special needs, and hidden gems you won’t find on TripAdvisor.

During global disruptions like the pandemic or political unrest, countless DIY travellers were left stranded, unsure who to call. Those who booked through a trusted travel advisor? They had someone fighting in their corner.

The Evolution of the Travel Advisor

Modern travel agents have evolved into travel consultants, personal curators, and even lifestyle managers. We offer more than bookings—we offer tailored experiences, exclusive access, and peace of mind.

Some of us operate from home, utilising global networks and technological tools while preserving the crucial human touch. Many specialise in luxury cruises, wellness retreats, multi-generational family holidays, or cultural expeditions off the beaten path.

It's Not Death. It's a New Life.

So no, the travel agent isn’t dead. But the old model is. What’s emerged is a new breed of travel professional—adaptable, knowledgeable, and deeply client-focused.

If you're a traveller overwhelmed by choices or craving a trip that feels truly special, consider working with someone who lives and breathes travel. Not an algorithm. A real person.

As for me? I’m still here. Reimagined. Reconnected. And ready to help you discover the world—one journey at a time.

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Written by Mebs Merchant, your trusted travel advisor and companion. Follow more insights and hidden gems at TravelWithMoby.com.