Travel Agencies Have Finally Embraced Mobile Planning and Booking

For a long time, traditional travel agencies resisted entering the mobile arena. But the last few years have seen agencies seeking a solution to streamline the travel booking and planning process without removing the crucial human element that is their value proposition. Travelers across the generations have mixed needs when it comes to using technology to plan a trip. There's no one-size-fits-all solution to creating an app that all clients will use, according to agency executives; it depends on individual preference and the type of trip being booked. "Today there's a blend of generations using technology to support their vacations," said Bill Sutherland, vice president of travel services for AAA Travel. "We do have a mix of individuals who prefer to have one-on-one counseling with someone experienced in