May isn’t just another month for those of us in the travel biz; it’s when we celebrate those who make travel truly special for their clients. In 2011, Colleen Lorenzen, a travel agent from Saskatoon, kicked off Travel Agent Day, and since then, it’s grown into a full-blown global celebration that shines a light on the hard work, expertise and heart that travel advisors pour into every trip they plan. TA’s are needed especially now, when travel is more complicated than ever and the human touch matters most.
What Sets Travel Advisors Apart
Contrary to public opinion, for the most part, travel advisors don’t just book trips. We’re problem solvers, travel therapists (especially those in the wedding industry), travel coaches and sometimes even miracle workers. With so many destinations and hotel options promoted by every travel “influencer” with an affiliate link that comes along, it’s easy for travelers to get overwhelmed. There are literally thousands of hotels, resorts, cruises and incredible destinations with irresistible “deals” constantly promoted on social media, as well as new hotels or resorts that open almost daily, and that’s when a TA’s expertise is needed most. We turn chaos into seamless, personalized adventures. We don’t just make reservations; we build relationships. We know the difference between a hotel that looks great online and one that actually delivers the experience the client wants.
We appreciate advisors not only for all the amazing work they do for their clients, but also for the way they step up to help those new agents just starting in the travel business. However, even experienced agents get stumped by a destination they have never visited, or need a recommendation for a DMC or tour guide, and that’s when the travel advisor community is truly helpful. I’ve reached out to travel advisors for advice about hotels, local tour guides and DMCs when working on a new destination or dealing with problems I am experiencing during a client’s trip, and they always come through with great advice and are always timely! This network of generous, knowledgeable advisors has saved the day for me (and my clients) a few times, and I have gleaned valuable information from just reading Facebook posts when other agents ask questions. That kind of teamwork is what makes our profession so special.
When Technology Isn’t Enough
AI can spit out endless lists of hotels and flights for trips, and I can see why people find it handy. When you just want to book a hotel or resort, you can uncover quite a bit about the area and the hotel from these AI trip planners. That, however, doesn’t guarantee a good experience. When I have a client who needs information and wants to book a destination or trip, I have also done initial research using AI. But… when we get into the details about what they want to experience during their trip, AI just doesn’t cut it. For instance, I got to know a recent client who wanted to travel to Europe and experience three countries in 12 days. He is 80, walks with a cane, loves seeing how others live and is gay. During our many conversations, I figured out which country would be the best for him to travel to first, as there won’t be that much to see and do considering his wish list, and he will still be functioning on US time. I booked him on both a ferry and a train to travel between the countries to make the most of his time, to see more of the countryside and to have as many different experiences as possible. I also found incredible restaurants for him to enjoy that are LGBTQ-friendly by talking to the concierge in the hotels I booked for him and asking around in my Facebook groups. No AI trip planner would have done all that, and the client, if he did his own research, would have been overwhelmed with all the (often inaccurate) information.
Travel isn’t just about logistics; it is about experiences. AI can research a resort and kick out what the companies advertise as information; however, it doesn’t replace personal experiences and information that the TA has, or how it will benefit their client. It doesn’t know if a “family-friendly” hotel in Barcelona is actually next to a noisy nightclub, or if what the hotel advertises is truly what they offer. But I do, and if I didn’t, I know who to ask. That’s the difference: real-life knowledge and the ability to ask the right questions, even the ones your client didn’t think of.
Beyond Algorithms: The Power of Personal Insight
A travel advisor, especially if they have worked with a client before, understands their unique preferences, quirks, and travel dreams. My repeat clients don’t even tell me what they need anymore, they just say summer vacation or holidays, how many guests, with or without kids and a general idea of the destination.
For the most part, we know the neighborhoods, the hidden gems and the subtle details that make or break a trip. Travel Advisors ask the questions the client might not even think to ask. This on-the-ground knowledge means your clients get recommendations tailored not just to search terms, but to their real-life needs.
The Human Touch: Feelings Over Facts
Travel is emotional. It’s about creating memories, feeling safe and discovering joy. AI can’t sense your excitement about a surprise anniversary dinner or your concerns about traveling with a toddler for the first time. A travel advisor can. They listen, empathize and anticipate the client’s needs, sometimes before they even voice them.
When plans go sideways, as they sometimes do, a travel advisor is the client’s advocate. They don’t just rebook the flight; they check in to make sure everything is okay, offer alternatives and handle the details so the client can focus on what matters: enjoying their journey and those unforgettable moments.
This recent client is severely tech-challenged, and so before he reached each new destination, I sent him the activation code for the pre-purchased city pass to ensure he didn’t activate the card too early. I also sent the ferry and train booking details both to him and the hotel to ensure he has them on hand, in case he misplaced his and he wasn’t comfortable navigating the apps.
I checked him in on each flight and called the airline just before his flight again to ensure that the wheelchair with the assistant was waiting. Then I coordinated with the transfer service, ensuring they handed him off to the assistant with the wheelchair. This type of personalized support is not provided by any AI trip planner!
Your Travel Story, Uniquely Told
Ultimately, travel advisors don’t just book trips, they help their clients write their travel story. When you are going through a difficult time, they know the destinations that will provide healing or peace and quiet. They remember if you love boutique hotels over big chains, or if you’re a foodie who lives for local markets and wine tastings, or if you need a quiet corner of the world to recharge. It's not something the algorithm can do for you.
In a world of endless options, travel advisors are the curators, confidantes and creative minds who turn wanderlust into reality. And that’s why, now more than ever, their expertise is truly irreplaceable and valued.
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