How on-line reserving has modified the journey agent panorama


Journey agent jobs have dipped sharply, dropping about 70% between 2000 and 2021, based on the Bureau of Labor Statistics. The proliferation of on-line journey firms has made it simple for deal hunters, armchair vacationers, and enterprise journey planners to trace data and discover the perfect offers at their fingertips. However do not rely out journey brokers but—many are seeing a resurgence as journey recovers from the COVID-19 pandemic.

TravelPerk used BLS knowledge to investigate the decline in U.S. employment of journey brokers over time, evaluating employment to a timeline of on-line journey assets which have propelled on-line reserving.

It is necessary to notice the variations between varied reserving choice providers accessible to prospects. Journey brokers assist purchasers in planning their journeys by arranging journey with suppliers. Examples of their suppliers embody bundle excursions, journey insurance coverage, railways, cruise strains, automotive leases, airways, accommodations, and so forth. A journey agent’s purchasers embody firms, teams, or people, who usually have very totally different journey wants and expectations. Enterprise vacationers, for instance, are spending 50% much less on journey than pre-pandemic, however as they steadily return, many have issues together with mitigating prices as in-person conferences restart and anticipating altering entry restrictions, particularly for worldwide journey. Leisure vacationers might flip to brokers to advocate lower-risk—however nonetheless scenic—trip locations.  

Journey brokers can personal their enterprise or work for an company owned by another person. As an alternative of working with vacationers on an itinerary from the bottom up, a tour operator, in distinction, will prepare particular packages with suppliers corresponding to airways and accommodations. They may then provide these packages to their prospects. Reserving websites, then again, make it doable for vacationers tailor-fit their journey preparations and e-book them on their very own, whether or not it’s only a brief weekend jaunt or a month-long worldwide enterprise journey.

Journey is forecast to return nearer to pre-pandemic ranges in 2023—the U.S. Journey Affiliation tasks that subsequent yr leisure spending will return to 2019 ranges and enterprise journey will climb to 88% of 2019 spending. Learn on to be taught extra about how on-line reserving websites have modified the journey agent panorama.

Line chart showing the decline in travel agent jobs since 2000, juxtaposed with a few big events in the online travel and booking space.

Journey agent jobs expertise a drastic decline

The web has considerably impacted journey—essentially reworking the expertise itself and upending the way in which the business features. As conventional operators struggled to adapt, new manufacturers started to emerge. The business’s digital disruption began within the ’90s and has continued steadily.

In 1994,, the primary complete worldwide lodge properties catalog on-line, appeared. It might quickly embody a function permitting prospects to make on-line bookings. Then, in 1995, the Web Journey Community claimed to supervise the primary on-line airline reservation. ITN was the forerunner of GetThere, the reservation system for company journey.

In 2000, it bought to Sabre, which ran an automatic airline seat reservation system. Additionally in 1995, Viator Techniques—​​​​now often called Viator—began a journey expertise enterprise that helped present bookings for excursions and vacation spot excursions on-line.

In 1996, a brand new participant entered the net journey bookings world: Expedia. This on-line platform was Microsoft’s foray into on-line journey. This try has been extremely profitable, given its spot as one of many world’s high on-line journey businesses. At a time earlier than e-commerce was broadly adopted, Expedia gave shoppers value comparisons for flights, automotive, and accommodations—and the means to simply and safely e-book them on the positioning. The web site’s first commercial touted that on a regular basis individuals might now use “the identical reservation system” as journey brokers.

That very same yr, partly impressed by the U.S. airline Southwest, Ryanair launched its famously low-cost airline mannequin, reworking Europe’s airline business by permitting vacationers to e-book straight on airline web sites. Bypassing journey brokers and on-line reserving platforms cuts out service charges and commissions, and likewise permits customers to choose any flight the airline supplied—not simply those chosen by a 3rd social gathering.  

Different gamers that emerged within the ’90s embody, Travelocity, FareChase, and Priceline. FareChase used metasearch, working as a search engine that gathered fares from reserving web sites for accommodations, airways, and businesses. This platform laid the groundwork for different on-line reserving options like Skyscanner, TravelSupermarket, Kayak, and Sidestep, which operated as one-stop-shops to seek out offers throughout totally different airline and firm web sites.

In that very same decade, details about journey locations grew to become extra accessible to shoppers. In 1995, Jeff Greenwald grew to become the primary journey blogger when he printed a journey article for International Community Navigator. Whereas journey running a blog is not the identical as making on-line bookings, it additionally makes a distinction within the journey agent panorama. As data proliferates on-line about journey how-tos and locations, an increasing number of persons are impressed to plan journeys and make journey choices—together with reserving and ticketing—slightly than counting on the experience of a journey agent.


Be taught extra concerning the high 6 enterprise journey businesses and firms together with tips about what to think about when selecting a enterprise journey firm and detailed comparisons.

Overhead shot of a woman using a smartphone next to an open suitcase

The 2000s additional accelerated modifications within the journey business

Tripadvisor was based in 2000 and had a mission to assist individuals make higher journey choices. The corporate organized lodge listings, making them extra searchable, and ranked accommodations based mostly on vacationers’ critiques. With this data at their fingertips, potential vacationers might e-book utilizing the suggestions of different vacationers as an alternative of a journey agent

After Sept. 11, it took practically three years for airline journey to return to earlier ranges after a excessive of 65.4 million passengers in August 2001. Because the journey business handled the downturn in enterprise and leisure journeys, these on-line platforms grew to become the saving grace for operators like accommodations and airways who wanted to promote massive quantities of accessible stock. The journey business’s reliance on these platforms stays to this present day.

One other shift got here in 2003 when IAC bought Expedia. IAC’s constellation of internet sites, led by Barry Diller, attracts as much as 2 billion month-to-month visits in 190 international locations, based on the corporate. Within the first quarter of 2003, Expedia’s web earnings quadrupled to $26.9 million with a income of $198.8 million, signaling an extra rift between journey brokers and their prospects, who at the moment are planning their journeys on-line.

Though Priceline launched in 1997, it wasn’t till 2004 that its recognition surged with the acquisition of Lively Motels, a European on-line lodge reservation service. The next yr, Priceline additionally purchased, cementing its share of the worthwhile European journey market. Additionally in 2004, the net home-sharing platform CouchSurfing was launched, providing vacationers the chance to remain and expertise their chosen vacation spot with locals.

Not lengthy after, the journey business noticed a startup poised to alter the lodge business essentially. AirBedAndBreakfast—now named Airbnb—was capable of safe vital funding in 2009, after which they skilled development so shortly that, by 2011, customers had booked 1 million nights on the platform, which was then accessible in 89 international locations.

Through the world monetary disaster of 2008, airline shares plummeted 68%, and cruise strains, accommodations, and resorts fell 74%. The next 10 years examined journey business techniques, and people who survived grew to become extra agile and accessible, particularly for these in creating nations. Earlier than the 2008 recession, China, India, and Latin America made up 21% of worldwide journey. By 2016, that share had virtually doubled to 41%.


Discover an inventory of the highest 20 greatest journey administration software program instruments with helpful insights that will help you navigate the journey administration software program market.

People in an airport lobby crossing in front of a plane arrival and departure board

COVID-19’s impression has been predictably vital

In 2021, the variety of worldwide arrivals was 1 billion lower than earlier than the pandemic. World Tourism Group specialists consider the journey business won’t totally get better till at the least 2024. Worldwide spending on tourism and journey was lower than half in 2020 than what it had been in 2019. Employment was additionally closely impacted, with 62 million individuals working within the worldwide tourism and journey sector dropping their jobs in 2020.

Regardless of the gloom and doom of the pandemic, it appears to be like like some restoration is perhaps on the horizon for journey brokers. The BLS tasks a 20% improve in demand for journey brokers from 2021 to 2031, outstripping its 5% development projection for all occupations.

Some have reported a marked restoration in enterprise, even in comparison with pre-pandemic ranges. A flash ballot performed by the American Society of Journey Advisors in early March 2021 revealed that in 2021, 76% of journey advisers noticed a rise in prospects versus pre-pandemic occasions, and 80% have fielded queries from those that had by no means used a journey adviser earlier than.

Due to the fixed modifications in restrictions and guidelines, vacationers started reaching out to journey brokers who might assist them plan their journeys. Extra vacationers have appeared to journey brokers who may also help when enterprise journeys, cruises, and different plans are canceled or delayed resulting from well being restrictions. As extra brokers turn out to be more proficient at coping with last-minute journey help help, their roles might increase past simply planning for journeys to additionally serving to extra with disaster administration and restoration for vacationers.    

As journey surges again to life, so might the fortunes of journey brokers rise together with it.



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