The Advantage Travel Partnership has initiated a significant campaign aimed at rebranding the traditional term ‘travel agent’. This move intends to better represent the multifaceted roles undertaken by modern professionals in the travel industry.
Launched on National Travel Agent Day, the campaign includes a comprehensive survey involving consortium members and industry experts, aiming to capture the sentiment towards the current nomenclature and potential alternatives.
Rationale Behind the Name Change
The term ‘travel agent’ has been deemed outdated by many within the industry, prompting Advantage to seek a more fitting description that encapsulates the wide array of services these professionals provide. A recent survey by the Advantage Business Impact group revealed that 50% of respondents support a name change, suggesting alternatives such as ‘Travel Professional’ and ‘Travel Consultant’.
Julia Lo Bue-Said, chief executive of Advantage, stated, ‘At Advantage, we have worked incredibly hard over the last few years to raise the profile of the travel agent and truly believe it is a role that is more well-known and more valued than ever before. However, we also believe that now is a time for change and to rebrand and modernise the profession to make sure that the title reflects the depth and breadth of the role.’
The Role of Travel Agents Today
Today’s travel agents are not merely booking agents but play multiple roles including advisors, influencers, and advocates for travellers. They assist clients throughout the entire travel process— from planning to booking and providing support when issues arise. This comprehensive involvement necessitates a title that accurately reflects their expertise and responsibilities.
Advantage emphasises that modern travel agents utilise advanced technology and social media, which has expanded their influence and ability to offer personalised advice tailored to individual traveller preferences. This includes recommendations on destinations, accommodations, activities, and more.
Engaging the Industry in the Rebranding Effort
Advantage is keen to include feedback from its members and the wider industry to ensure the rebranding resonates broadly. The organisation has launched a poll to gather insights and suggestions from participants.
Advantage’s statement underscored, ‘We know from speaking to our members that there is a real appetite to rebrand the travel agent to something akin to Travel Specialist, Travel Consultant or Personal Travel Advisor as they feel that the term travel agent is outdated.’
Potential Benefits of Rebranding
Rebranding is poised to enhance how travel agents are perceived, especially among younger clients who may associate traditional travel agents with outdated practices. This renaming effort could modernise the image of travel agents and align it with the progressive and dynamic nature of the industry today.
Julia Lo Bue-Said added, ‘National Travel Agent Day is the perfect opportunity to relaunch the travel agent as it’s traditionally a day to celebrate the great work that agents do. We are really looking forward to seeing further suggestions through our poll and the evolution that will inevitably come from this campaign.’
Broader Impact and Future Prospects
The rebranding initiative highlights the evolving landscape of the travel industry and the importance of keeping up with changing trends and consumer expectations. Travel agents today must be adept at handling a multitude of tasks and responsibilities that go beyond traditional roles.
Moreover, the shift to a more contemporary title is expected to positively influence the professional development of travel agents, providing them with a stronger identity and recognition in the competitive travel market.
Feedback and Next Steps
Advantage Travel Partnership is actively seeking suggestions and feedback through their survey, which will play a crucial role in shaping the final decision on the new terminology. The survey aims to capture a diverse range of opinions to ensure the final choice represents the collective voice of the industry.
The outcome of this campaign is eagerly awaited, as it represents a significant step towards modernising the profession and aligning it with the contemporary landscape of the travel and tourism sector.
In conclusion, the effort to rebrand the term ‘travel agent’ is both timely and necessary, reflecting the multifaceted roles and evolving expertise of professionals in the travel industry.
As this campaign progresses, it holds the promise of redefining the profession in a way that resonates with both industry insiders and the travelling public, ultimately enhancing the perception and value of travel agents.
