This Popular Travel Trend From The '80s Is Making A Comeback

In our age of advanced technology, with ever-increasing tools to make travel planning easier, one might think that travel agents have become obsolete. Why pay someone to book your flight when you have a whole host of tips and tricks for finding deals on flights right at your fingertips? And why use someone else to choose your hotel when you can take advantage of the best hotel booking websites on your own?

Well, it turns out that even with all the new travel apps and tools, travel agents still exist, just as they did in the 1980s. In fact, the industry remains solid, despite legal and political disruptions and rising airfare complicating travel. Wealthy travelers in particular use travel agents or advisors, according to a 2025 report by Preferred Hotels & Resorts, which found that 84% of surveyed affluent travelers trust an advisor more than their own internet research. Yet the not-so-wealthy continue to utilize travel agents as well. So, why are people continuing to use travel advisors — and should you hop on board this enduring trend?

Despite endless new technology and AI that can plan a trip to Europe (and pretty much the rest of your life), there's still one thing that all of this new tech cannot quite emulate, and that's expertise. Just like you'd better still consult a doctor after a Google search seemingly diagnoses you with a rare disease, travel goes more smoothly when you bring in an expert. That's true especially when you want to go off the beaten path — something increasingly enticing in the age of social media.

There are other reasons to utilize a travel agent or advisor. As PAX Global Media notes: "Travel agents are in high demand because ... customers feel safer working with an agent." Travel seems more unpredictable than ever (after a global pandemic and all), so a travel agent can alleviate some of that anxiety. In addition, as the average traveler spends approximately 16 hours planning their trip (via a 2024 Priceline study), a travel advisor can save you significant time. Travel advisors can also provide insider access to perks not accessible to the layman. This includes trip assistance when cancellations or delays happen. And if you have a group traveling together or a complicated itinerary, a travel agent can save your sanity.

Of course, there are cons to using a travel agent, namely price — they almost always charge a fee for their services. And some travelers consider the actual planning part to be half of the fun! Research shows that the anticipation and planning part of travel can up your enjoyment of the entire trip, with the same Priceline study showing that one in three U.S. adults enjoy the process of finding accommodations and activities for their trip. Ultimately, if you do go the travel planner route, make sure to choose an agent through a reputable company — Trustpilot is your friend when verifying options!