Ensuring travel providers such as travel agents and airlines understand what your destination has to offer has proved to be just as important as reaching the actual traveler in the Brazilian and Chinese markets.
There are hints that while millennials have largely moved away from traditional travel agents, there are use cases that require them and sub-cultures that will continue to use them one way or the other.
With 41% of U.S. travelers who haven't used travel agents saying they're open to the idea, the agent industry sees major growth potential in market share.
When online booking engines decimated the travel agent industry beginning in the late '90s, it was the "human vending machines" who went out of business, not the real travel advisors.
The number of travel agents has decreased dramatically in the last two decades, and the ones that remain have focused on providing a suite of specialty services, rather than banking on the random trip that's better handled in a DIY fashion.
Online travel agencies are taking market share when it comes to hotel bookings for leisure and business travelers, but hotels' own direct channels still dominate, and travel agencies are still well ahead, too, if the TravelClick numbers are to be believed.
This study looks at the changing proportions of business models without taking into account the actual volume of agencies. The focus on market share rather than hard numbers hides the true health of the industry.
Travel Leaders Group may see an opening to acquire some travel agencies in Europe to fuel its growth while American Express Business Travel figures out how a proposed joint venture with a private equity group is going to work.