Given how easy it is to book a trip online today, many are wondering if traditional travel agencies with their paper catalogs and cardboard advertisements are on the verge of extinction.
According to recent research, travel agencies have proven surprisingly resilient. In Germany, for example, the number of travel agencies has slightly increased, with nearly 10,000 in existence.
At the largest travel agency in the world, Germany’s TUI, only 20 percent of bookings come from the internet. Often, the complexity of travel is a decisive factor. Consumers prefer to book individual flights themselves, but when it comes to more complex and longer trips with multiple connections, agencies still hold a significant advantage.
– Those who want a safer travel experience are more likely to turn to an agency, says TUI spokesperson Kathrin Spichala.
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Thanks to their long-standing contractual partnerships with service providers at destinations, greater transparency regarding risks and insurance, agencies are the first choice for those who want a completely carefree vacation.
The downside is that agencies can be more expensive. Although they cannot charge customers more than they would pay online, they can recommend those service providers who will pay them a better commission.
There is currently room for everyone. Travel portals are stronger in ‘last-minute’ offers and short trips, while travel agencies excel in specialized travel such as cruises, experts say.
