Travel agents matter more than ever, as discussed by Bertrand Sava, General Manager of Retail, HBX Group, at MarketHub Europe today. Bertrand delivered a powerful keynote on the evolving role of travel agents in today’s fast-paced, tech-driven world. Despite advancements in AI and automation, one thing remains clear: the human touch is irreplaceable.
📌 Travellers Are Overwhelmed – with endless options and constant information overload, 65% of travellers feel “analysis paralysis” when planning trips. Millennials and Gen Z, in particular, are turning to travel professionals for clarity, reassurance, and personalised guidance.
📌 The Human Touch Makes the Difference – AI may optimise processes, but a travel agent offers something deeper: understanding, customisation, and support. Whether it’s curating unique itineraries, navigating last-minute changes, or offering expert recommendations, agents transform a trip from ordinary to extraordinary.
📌 Younger Generations Value Experience & Connection – Gen Z travellers don’t just want a vacation; they want meaningful, sustainable, and authentic experiences. Travel agents who align with their values and engage with them where they are—on social media, online communities, and instant messaging apps—will win their trust (and their bookings).
📌 AI Isn’t the Enemy, It’s a Powerful Ally – The fear of AI replacing travel agents? It’s a myth. AI isn’t taking jobs, but people who understand AI will. Just as the internet didn’t eliminate travel agencies in the ‘90s, AI is here to enhance operations, not replace human expertise.
📌 A Booking is Just the Beginning – The real value of a travel agent comes after the sale. From recommending last-minute upgrades to providing 24/7 support when plans change, staying connected throughout the journey is what builds loyalty and drives repeat business.
Embracing the Future of Travel Retail
✨ Be present where travellers are – Engage on social media, tell stories, and foster connections before they even walk through the door.
✨ Leverage technology to enhance, not replace your service – AI can automate processes, but human expertise turns a good trip into an unforgettable one.
✨ Go beyond the booking – Stay engaged with clients before, during, and after their trip. Offer hidden gems, exclusive perks, and real-time support.
As Bertrand reminded us, the essence of travel has always been about connection—between people, places, and cultures. The re-emergence of travel agents isn’t just a trend; it’s a new beginning. Those who adapt, evolve, and embrace change will reaffirm their place in the travel ecosystem for years to come. #MHub2025
