What’s Old Is New Again: Travel Agents in the Digital Age

Summary

Even in an era dominated by online booking, human travel agents still matter. Sixteen percent of U.S. travelers used an agent in 2025, with younger consumer surprisingly more likely than to turn to professionals for flights and complex trips. Convenience, trust and access to better options remain key reasons for choosing an agent, showing that personal guidance hasn’t lost its appeal. Further, as digital tools expand, agents who align with younger travelers’ expectations for tailored service and support may see new opportunities for growth.

Based on a comprehensive survey of U.S. travel consumers, this analysis highlights notable findings regarding U.S. traveler use of and opinions on professional travel advisors.

Key questions answered include:

• How many U.S. travelers still book through travel agents in 2025?
• What motivates travelers—particularly younger ones—to use agents instead of booking online?
• How do generational preferences differ in choosing travel agents for flights, hotels, car rentals and activities?
• What role do trust, convenience and personalized service play in the continued relevance of travel agents?