Travel agents are re-inventing themselves and dong value-add to the “new normal”. In fact, the travel agents have not only reinforced but also expanded their spectrum of offerings, having logged into the online networks’ USPs by embracing the system and adding that “extra”.

1. A Hybrid Approach To Tourism
The digital revolution is leading to radical changes across the world. Smart devices in homes,
artificial intelligence and unprecedented connectivity. Great emphasis is being placed upon
innovation as well-established patterns are changing, and consumers are more than willing to
adjust.
Technology has spurred innovation, growth and globalisation in the travel and tourism industry.
Actions like buying flight tickets are more effortless than ever before. In fact, planning your
itinerary and making each booking is possible from your fingertips. What might have been
unimaginable before is now affordable, accessible and more convenient than ever before.
Technology is driving the travel industry and is at the forefront of innovation and digital progress.
Rapid Growth
In travel and tourism, the move to the online space has well and truly taken hold. Digitalisation
has affected every aspect of the travel ecosystem. Everything, from flight ticket bookings to
accommodation can be undertaken through online large operators. As the travel industry becomes
increasingly complex, it, too, is being looked at with a new set of eyes.
In days gone by, people would need to visit traditional travel agencies, review guide-books, but
now global online travel sales are expected to touch $817.94 billion in 2020, as per Statista, a steep
increase from $470.97 billion in 2014. This rise in digital transactions includes not just North
America and Europe, but Asia, Africa and the Middle East as well. The sharing economy is acting
as a catalyst with technology connecting people and businesses through high-speed internet
geolocation, mobile payments and social platforms, amongst others, to rapidly change the travel
landscape.
Unique Offerings
From a technological perspective, the consumer experience of the new age tourist will come across
their fair share of challenges. Shopping or researching online can be a little transactional in nature.
However, many customers are not deterred with consumers expectations shifting to include
traditional travel agents and their online counterparts. Such new technologies offer tourists around
the world the opportunity to personalize their experiences. They can decide where they would like
to stay, their mode of travel and choose their activities from a list of options ranging from the local
to adventurous. Businesses offering these services are growing startlingly quickly.
According to Travolution, 2019, it was very important to 81% of travel respondents for brands to
provide personalised experiences to their customers. If a consumer wants a personalized
experience, businesses can look into available data and behaviour patterns to optimise their
services and establish a personal connection. Most important to note in these statistics is the
increase in the “transactions” online. Online has a great advantage and will continue to have over
the traditional travel agents as far as the “transactional” business is concerned.
Brick & Mortar re-inventing by using Online Tools
While online behemoths are consistently increasing their market share, the traditional travel agents
are also re-inventing their businesses to remain relevant in the fast-changing environment. Even

2. local family-owned stores are taking the online route, answering the question of online Vs
Offline!!! Over the 15-20 years, the online space has matured and developed with the cutting edge
technology available to everyone (at a nominal cost). In the Travel industry the online technology
and advantages such as large inventory and price, primarily due to a healthy competition amongst
the big players, has become available to everyone and has actually become the new normal in the
trade. The travel agents are therefore re-inventing themselves and dong value-add to the “new
normal”. In Fact, the travel agents have not only reinforced but also expanded their spectrum of
offerings, having logged into the online networks’ USPs by embracing the system and adding that
“extra”.
Further, disruptions like social media have come as a boon to marketers who can now engage with
consumers and stakeholders on a larger scale than in the past. By targeting mobile platforms and
perfecting their communication, destinations and messages can be spread through word of mouth
to unprecedented audiences. Instead of solely looking to the digital medium, businesses can
consider sustainability, quality of life and social value. Even online businesses can blend their
online retailing with physical advertisements to create a local following. The traditional businesses
have room to survive and will grow as long as they are able to add “experience” to the transactions.
Room For Everyone
The expectation today is that a travel agent may not be able to successfully run a brick and mortar
location. However, it may be a misconception as many home-based or traditional travel agencies
have reinvented themselves to remain relevant, taking into consideration consumer expectations,
location and competition. Many customers merely want a place to go where they can sit down with
someone and talk to them.
Travel agents can enhance the tourism experience and ensure a competitive advantage by
maintaining a personal touch. Being able to talk to consumers face to face is a considerable
advantage since there is just so much information available online. This deluge of information can
sometimes make people overwhelmed and require help from a travel agent.
Conclusion
Embracing technology is a cause of concern for some, given the uncertainty it brings, but there
will be space for both traditional and digital travel partners. With the traditional travel agents
embracing the “hybrid approach” to their businesses. This will in the travel and tourism industry
improve the quality of tourism practices, emphasizing smart and sustainable practices that improve
the quality service for both customers and businesses, by focusing on making the transactions,
experiential.