Travel Agent vs. Travel Advisor: Who Are We, Really?

The travel industry is constantly evolving, with new trends and must-visit destinations emerging every season. 

So, too, is the work of travel professionals ever-changing. Shifts in demand and the growth of technologies have added to their long list of duties and reshaped their traditional roles. 

In 2019, InteleTravel followed the lead of the recently rebranded trade association American Society of Travel Advisors (ASTA) in dropping the term ‘travel agent,’ and adopting ‘travel advisor,’ to more accurately represent ourselves and our efforts.

This name change has become even more relevant recently. Customers need expert guidance when deciding not only where they should travel to, but if they should travel at all. Advisors study every aspect of the travel industry to provide that guidance: restrictions, potential destinations, and the minutiae of insurance policies, among these. 

Advisors are so much more than salespeople, and if you’re not familiar with the profession, now’s a good time to get acquainted. 

Why the change?

‘Travel agent’ is an outdated term that falls short of defining our current job responsibilities. In fact, the ASTA’s rebranding was the organization’s first in nearly 75 years. 

That’s an eternity in the travel industry. Consider this: Commercial flights emerged in popularity in the 1950s; cruise lines Royal Caribbean and Carnival were founded in 1968 and 1972, respectively; and Walt Disney World opened in 1971.

Add in the long list of popular destinations that have welcomed tourists en masse after decades of geographic or cultural isolation—such as Iceland, Egypt, and Thailand—and you begin to understand that travel today is not what it was in the 1940s. The same is true of ‘travel agents.’

Let's look at the differences between the old term and the new.

Travel Agents

Travel agencies date back to 1841, when businessman Thomas Cook opened operations by offering 'holiday’ train excursions to the British countryside. Advancements in transportation expanded vacation possibilities, a trend continued to this day. 

From the mid-20th century to the present, travel agents have mainly served as booking agents for airlines and hotels. 

Think back to family trips of your youth: There’s a decent chance a travel agent was involved at some point, especially if you were embarking on a cruise or to an international destination. Your travel agent likely handled flights, potential upgrades, and packaged amenities.

This obviously changed with online travel sites. Not only could tourists conduct their own research, but also book their own trips, with little effort involved. 

Still, agents remained relevant for specialty trips—such as group travel and luxury vacations—and securing exclusive deals. The original ‘travel agent’ moniker is still often used today, even after the ASTA officially made its switch.