Not Your Grandma's Travel Agent - How the travel industry has evolved and why today's travel experts are more relevant than ever

Alissa Bratz
Jul 6
2 min read

Woman in green dress reads brochure at travel agency desk in a vintage photo from the 1960s. Man in suit sitting, shelves of travel brochures behind, plant nearby. Calm setting.

So what does a travel agent do?

When many people hear the words “travel agent,” they picture a storefront office with faded brochures and a rotary phone. But today’s travel advisors are a whole different breed—part concierge, part strategist, part global insider.

Let’s take a look at how the profession has evolved—and why now more than ever, a travel advisor might be your travel MVP.

1980s photo of a customer at a travel counter handing paper to a travel agent. The agent is looking up fares in a binder. There are brochures and posters in the background. — Old school paper tickets and fare books! Photo from Karryon.com.au

Then: The Booking Agent Era

Walk-in offices with catalogs and printed airline schedules
Most trips were pre-packaged, with limited customization
Little transparency into traveler preferences—advisors worked with what they had

Three people sit smiling in an office setting. A man in a suit faces a couple across a table with a laptop and small plant. Bright light.

Now: The Experience Architect

Remote, mobile, and globally connected
Custom-designed trips based on your personality, goals, and travel style
Tech-forward tools paired with real-world relationships and insider access

"Today’s travel advisors don’t just plan trips—they design experiences that reflect who you are."

Person in white shirt using a stylus on a tablet at a wooden desk with a keyboard and smartphone, in a well-lit office setting.

The Digital Advantage:

Modern travel advisors use:

AI-driven itinerary tools
Global supplier databases
Real-time updates and alerts
Collaborative trip apps for clients ...to make sure your experience is smooth, responsive, and intuitive from start to finish.

A woman with a straw hat and brown backpack stands in an airport queue. Blue screens display flight info, creating a busy travel atmosphere.

It’s Not About Booking—It’s About Strategy

A good advisor:

Helps you navigate complex destinations and logistics
Matches you with trusted local experts
Troubleshoots when flights cancel, borders close, or luggage goes missing
Adds value you didn’t know existed

"In a world of too much choice, your travel advisor is your compass."

Conclusion:

The role of a travel advisor has grown up. We’re no longer just your grandma’s agent—we’re your travel designer, problem-solver, and advocate. Ready to rethink what travel planning can feel like?