Not too long ago, from the late 90s to early 2000s, to be precise, the travel agent was predicted to be one of the professions that would eventually disappear with the ubiquity of internet access. Well, that prediction turned out to be wrong. Rather than fade into obscurity, travel agencies have adapted and evolved in the digital era.

Even as we enter an age of AI and automation, travel agents are here to stay, with many now working as travel advisors who help travellers navigate complex planning and personalised trips. You may even find yourself choosing to work with one for your next trip.

Not your parents’ travel agency

A group of young adult travellers standing outdoors, excitedly examining a city map and pointing at specific locations for their itinerary.
Today’s advisors are niche specialists, helping a new generation of travellers navigate specific interests and curated city discoveries that apps might miss. (Image by Tahir Xəlfə)

A few decades ago, planning a trip entailed calling a travel agent who would take care of the planning and bookings. Travellers would then collect their tickets at the agency and pack their bags. Now that most ticketing and accommodation bookings can easily be done on online platforms, the role of travel agencies has shifted to a more advisory role, with a focus on offering personalised services and curating unique experiences for clients.

Moreover, the information age has given rise to specialisation in the travel industry, with agents becoming experts in specific niches such as adventure travel, guided expeditions, and medical tourism. There are even agencies that specialise in specific destinations. Going on your honeymoon, planning a group wellness getaway, or dreaming of touring the Valley of the Kings in Egypt? There are travel agents who can help with that. These agents offer knowledge and access that may not be easily found on booking apps.

What can a travel agent do for you?

Two children wearing life jackets and snorkel gear swimming in the clear blue waters near Nusa Penida, Bali, during a family holiday.
High-stakes trips—from multi-city logistics to family adventures like snorkelling—are where an advisor’s expertise turns potential stress into a seamless journey. (Image by Sreeraag Rajesh)

As the travel industry continues to grow amidst an increasingly complex and uncertain world, so does trip planning. Sure, we can access information at our fingertips with the assistance of AI. But with so much information to sift through while researching destinations, figuring out logistics, and finding the best deals — not to mention sorting out misinformation — trip planning has become a skill in itself.

You probably won’t need a travel agent if your trip has a straightforward itinerary that you can manage on your own. However, the service of a travel agent can be valuable if you’re planning a more complex, costly, or high-stakes trip. Examples include multi-city itineraries, group travel, and trips involving activities such as mountain climbing or snorkelling.

Plus, not all destinations are easily navigable; language barriers, unfamiliar social customs, or technological and logistical limitations may require local expertise. There are also regulated places that require going through an authorised tour operator. Not only will a travel agent make your visit as hassle-free as possible, but they will also help you secure the best perks and prices, too.

If something goes wrong during your trip, such as flight cancellations, sudden changes in entry policies, or illness, a reliable travel agent can assist you through the hiccups.

Finding and working with a travel agent

A focused woman working on a laptop in a stylish, modern home office, representing a professional travel advisor managing complex bookings.
Finding a licensed professional who understands your travel goals is the first step toward a more confident and personalised experience. (Image by Mikhail Nilov)

Before you start shopping for a travel agent, it’s worth clarifying the distinction between travel agencies and tour operators.
In simple terms, tour operators create travel packages and manage the logistical and physical operations of a trip, whereas travel agencies act as intermediaries offering expert advice, booking services, and selling packages from tour operators. Travel agents are normally attached to an agency.

Now, if you have budgetary concerns, you may be wondering if working with a travel agent is going to cost you more. Agents usually receive commission from tour operators, while some charge a planning fee. However, travel agents are experts in sourcing the best deals and affordable options possible for their clients. In many cases, the total cost may end up similar to booking independently — with far less stress.

Finding a travel agency near you is as simple as a Google search, but remember that the profession requires licensing. Unfortunately, scammers are advertising themselves as travel agents online. Be on the lookout for red flags such as suspiciously low prices, vague and unprofessional communication, no physical location, or pressure for payment.

To ensure the agency is legitimate, request their license number and verify it with your local regulatory body, which is usually the tourism ministry. In Malaysia, the Ministry of Tourism, Arts and Culture (MOTAC) provides a directory of licensed travel agencies and tour operators.

Technology may have transformed the way we travel, but the personalised service, expertise, and especially the human touch offered by travel agents are indispensable. Working with one can turn overwhelming planning into a smoother, more confident journey — letting you focus on the experience itself.