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Types of Travel Agents: A Comprehensive Guide

This blog explains who a Travel Agent is, what the different Types of Travel Agents are, and how they function in the tourism industry. It also provides some examples of each type of Travel Agent and their advantages and disadvantages for Travellers.

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Thus, understanding these different Types of Travel Agents can empower Travellers to make informed decisions. Moreover, it will ensure a more personalised and stress-free Travel experience that aligns perfectly with their unique needs and preferences. So, let’s delve in to learn more! In this blog, you will learn who a Travel Agent is, the different Types of Travel Agents and their roles and responsibilities in great detail. 

Table of Contents  

1) Who is a Travel Agent? 

2) What are the different Types of Travel Agents? 

     a) Independent Travel Agents  

     b) Online Travel Agents 

     c) Visitor information centres 

     d) High street Travel Agents 

     e) Business Travel Agents 

     f) Call centre Travel Agents 

     g) Multiple Travel Agents 

     h) Miniple Travel Agents 

3) Conclusion 

Who is a Travel Agent?  

A Travel Agent is a person or a firm that arranges Travel products and services for customers. These Agents can work as intermediaries or organisers. An intermediary Travel Agent acts for another party, such as an airline, a hotel, or a tour operator. They then plan a journey or a stay for a customer in return for a price. They also offer many services or a series of services, such as transportation, accommodation, sightseeing, and activities.  

What are the different Types of Travel Agents?  

There are many Types of Travel Agents in the tourism industry, each with its own characteristics, advantages, and disadvantages. Let’s explore their different types: 

1) Independent Travel Agents  

Independent Travel Agents are self-employed or work for a small agency that is not affiliated with any larger network or organisation. They have more flexibility and autonomy in choosing their suppliers, products, and services. They can also offer more personalised and customised services to their customers, such as the following: 

1) Tailor-made itineraries 

2) Special deals 

3) Niche products 

Independent Travel Agents can operate online or offline and can specialise in a particular destination, market segment, or type of Travel. But such specialisations require possessing Specialised Travel Agents Skills . 

However, Independent Travel Agents may also face some challenges, such as limited resources, higher costs, lower commissions, and less bargaining power with suppliers. They may also have less visibility and credibility in the market and may struggle to compete with larger and more established Travel Agents. 

2) Online Travel Agents    

Online Travel Agents are Agents who operate exclusively on the internet, using websites, mobile apps, or social media platforms to offer and sell Travel products and services. Online Travel Agents have many advantages, such as the following: 

1) Lower overheads 

2) Wider reach 

3) 24/7 availability 

4) More convenience 

5) Choice for customers 

Online Travel Agents can also use technology to enhance their services, such as online booking systems, chatbots, Artificial Intelligence (AI), and Big Data. Online Travel Agents can offer a variety of products and services, such as flights, hotels, car rentals, tours, cruises, and packages. Some examples of online Travel Agents are Expedia, Booking.com, Skyscanner, and Airbnb. However, online Travel Agents also face some challenges, such as the following: 

1) High competition 

2) Low customer loyalty 

3) Security and privacy issues 

4) Lack of human interaction 

5) Personal touch 

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3) Visitor information centres  

Visitor information centres are Travel Agencies that provide information and advice to tourists at the destination. They are usually located at airports, train stations, bus terminals, city centres, or tourist attractions. 

Visitor information centres can help travellers with maps, brochures, guides, timetables, bookings, reservations, and local tips. These centres can also promote and sell local products and services, such as souvenirs, crafts, tours, events, and activities.  

Some examples of visitor information centres are Visit Britain and Tourism Australia. Visitor information centres have the advantage of being close to the customers and having firsthand knowledge of the destination. However, visitor information centres may also have limited resources, staff, and products and may depend on the seasonality and popularity of the destination. 

4) High street Travel Agents  

High street Travel Agents operate from physical shops or offices on the streets or shopping centres of towns and cities. High street Travel Agents can offer a range of products and services, such as the following: 

1) Flights 

2) Hotels 

3) Car rentals 

4) Tours 

5) Cruises 

6) Holiday packages 

They can also provide face-to-face consultation, customer service, and after-sales support. Some examples of high street Travel Agents are Thomas Cook, TUI, and Flight Centre.  

High street Travel Agents have the advantage of having a strong brand presence, a loyal customer base, and experienced staff. However, high street Travel Agents also face some challenges, such as high rent, overheads, staff costs, low margins and commissions, and competition from online Travel Agents and direct suppliers. 

5) Business Travel Agents  

Business Travel Agents specialise in arranging Travel products and services for corporate clients, such as companies, organisations, or government agencies. Business Travel Agents can offer products and services that meet the specific needs and preferences of business travellers, such as the following: 

1) Flexible fares 

2) Convenient schedules 

3) Premium seats 

4) Airport lounges 

5) Meeting rooms 

6) Corporate discounts 

Business Travel Agents can also provide account management, reporting, invoicing, and Travel policy compliance. Some examples of business Travel Agents are American Express Global Business Travel, BCD Travel, and CWT. 

These Agents have the advantage of having a stable and profitable market segment, long-term contracts, and high-value customers. However, business Travel Agents also face some challenges, such as high expectations, complex regulations, and changing Travel trends and technologies. 

6) Call centre Travel Agents  

Call centre Travel Agents are professionals who operate from a centralised office or facility that handles a large volume of phone calls from customers. Call centre Travel Agents can offer and sell travel products and services over the phone, using a computerised reservation system and a script. Call centre Travel Agents can also provide customer service, support, and assistance. 

Some examples of call centre Travel Agents are Expedia, Priceline, and Travelocity. Call centre Travel Agents have the advantage of having lower costs, wider reach, and faster response than high street Travel Agents. However, they also face some challenges, such as high staff turnover, low customer satisfaction, and communication barriers. 

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7) Multiple Travel Agents  

They can also benefit from economies of scale, bulk buying, and brand recognition. Some examples of multiple Travel Agents are TUI, Thomas Cook, and Flight Centre. These Agents have the advantage of having a dominant market position, loyal customer base, and extensive distribution network. However, multiple Travel Agents also face some challenges, such as the following: 

1) High overheads 

2) Staff costs 

3) Competition from Online Travel Agents and direct suppliers 

8) Miniple Travel Agents  

Miniple Travel Agents operate as part of a small or medium-sized chain or group that has a few branches or outlets across different locations. They can offer a variety of products and services, such as flights, hotels, car rentals, tours, cruises, and packages. They can also provide more personalised and customised services, such as the following: 

1) Niche products 

3) Local expertise 

Some examples of miniple Travel Agents are Trailfinders, STA Travel, and Hays Travel. Miniple Travel Agents have the advantage of having a flexible and adaptable business model, a loyal customer base, and competitive prices. However, they also face some challenges, such as limited resources, bargaining power, and brand awareness. 

Conclusion  

We hope you read and understand the different Types of Travel Agents. The world of Travel Agents is diverse, catering to a wide range of traveller preferences and needs. From traditional brick-and-mortar agencies to online platforms and specialised niche Agents, there's a Travel Agent for everyone. Choosing the right one can enhance your Travel experience, making your journey smoother and more enjoyable. 

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22 Types of Travel Agencies Based on 4 Key Criteria

Travel agency definition

How many types of travel agencies exist.

The best way to understand the intricate design of the tourism industry is to observe the businesses that operate within it . Travel agencies are the cogs that keep travel machinery moving forward. However, not all travel agencies operate in the same way. Plus, these businesses often tend to go through operational and managerial changes driven by technology implementations and shifts in the best practices.

If you are planning to work with or in an agency, you need to know more about travel agencies in general. Staying tuned to the latest developments can be challenging. That’s why we decided to help you answer the ultimate question – “How many types of travel agencies exist?”  

Let’s start with the travel agency definition to lay a foundation for the information that’s to come.

The best way to understand a travel agency is to look at it as a private retailer . It is a business that specializes in selling travel products and services. At the core of travel agencies, we have a global distribution system (GDS). This commonly used agency software system plays a vital role in enabling agencies to check the availability and prices of accommodation and travel arrangements.

Two most commonly used travel agency definitions come from Airlines Reporting Corporation and SARC . The first one goes along the following lines:

“Travel agency is a business with the following functions: makes reservations, quotes fares, rates, arranges travel insurance, arranges travel tickets and accommodation, accepts payments, foreign currency, and documents.”

Here is the definition by SARC:

“Travel agency is a business that specializes in selling tourism products and tourism-related services to tourists and performs arranging transportation and accommodation, air ticket issuing, accepting payments, and providing additional specialized services.”

Travel agencies often work with vendors from whom they source travel products and enable direct, over-the-phone, or online booking for their customers. Their primary source of income comes from the commission rates the vendors give them. Without going into great detail, the commission rates are not uniform and depend on several factors. However, as you will see, some travel agencies act as intermediaries between vendors and other travel agencies. The primary source of income of these agencies is the services they provide to other agencies.

Travel agencies also differ in terms of the distribution channels they use. There are three main distribution channels available to travel agencies: online channels, strategic partnerships, and offline channels . To stay competitive, many agencies use more than one channel, often all three at the same time.

Now let’s see how many unique types of travel agencies are there.

There are dozens of types of travel agencies out there. The best way to understand each type is to have a classification system. That’s exactly what we decided to do. 

Below you can find different types of travel agencies based on the business model, business size, services, geographical coverage, number of outlets, level of specialization, distribution chain, type of vacations they offer, agency functions, and tourism flows.

Let’s start with some of the most basic classifications, including business model and size.

??‍?‍?? Travel agency types based on the number of travelers

Travel products don’t only differ in terms of destination and available amenities in the location. Some travel agencies prefer catering to individual travel needs, while others facilitate group travel. There are, of course, those that offer individual and group travel arrangements. There are three travel agency types based on the number of travelers.

FIT travel agencies

FIT stands for “foreign independent travel” or, a more modern term, “flexible, independent travel.” This is the most common type of agency you can find both online and offline . While they offer regular products, they also include tailor-made travel experiences to accommodate travelers’ individual needs and interests . The examples include:

• https://vacations.united.com/
• https://www.redtag.ca/

Group travel agencies

Group travel agencies, as the name suggests, specialize in group travel. They offer a number of group travel packages. The travel products they offer are often tailored for ten or more travelers. The agencies negotiate their travel products according to the size of the group . Some of them enable booking online. However, the majority offer services offline because some hotels tend to cancel the bookings if they detect a group . Here are a couple of examples:

• https://www.contiki.com/en-eu
• https://www.solresor.se/

FIT & Group travel agencies

FIT & Group travel agencies work with a wide range of travelers, including those who are interested in tailor-made experiences and those who prefer group travel. Their travel product portfolio is often quite big and diverse. The noteworthy examples include:

• https://www.appleleisuregroup.com/

? Travel agency types based on the type of market

The famous question from Hollywood movies: “Business or pleasure?” brings us to our next travel agency classification. All travel agencies can be divided into two groups based on whether they sell leisure or business travel packages.

Leisure travel agency

As its name implies, a leisure travel agency specializes in selling holidays and leisure trips. They cater to the needs of customers interested in having fun, rest, and relaxation. Their itineraries can also include various activities ranging from excursions to local sightseeing. Here is an example:

• https://travel.aaa.com/

Business travel agency

Business travel agencies offer custom-tailored trip experiences to businesses. They help streamline sales presentations, conferences, and meetings, whether scheduled in a state or abroad. They cater to passengers traveling for working purposes and facilitate MICE and incentive travels . The two examples include:

• https://www.bcdtravel.com/
• https://www.amexglobalbusinesstravel.com/

? Travel agency types based on the type of distribution

All travel agencies can be categorized into two big groups based on the type of distribution. There are those who source and cater their products toward businesses, so-called wholesalers, or B2B travel agencies. The other type of travel agency encompasses travel companies focused on B2C markets.

Wholesalers or B2B travel agencies

Wholesalers of B2B travel agencies distribute their products through other agencies . Their primary source of income is commission rates. They can either source products from other B2B travel agencies or create travel products of their own. There are several types of wholesalers depending on how they choose to do business.

Tour Operators

Tour operators are companies that specialize in creating complete travel products . Their products often include hotel rooms, transportation, and activities at the location, such as excursions. Tour operators exclusively distribute their products through agencies. Here are the examples:

• https://teamamericany.com/index.php/home/start
• https://www.gocollette.com/en

Bedbanks are companies that focus on distributing hotel inventory through different channels . However, over time their scope of services kept growing. Today, Bedbanks also offer transfers and various services in destinations . Here are a couple of examples so you better understand what Bedbanks are:

• https://www.hotelbeds.com/home
• https://www.webbeds.com/

DMC stands for a destination management company. As the name suggests, these are inbound travel companies . They create inbound travel products for specific destinations and distribute them across various B2B channels . The examples include:

• https://www.alliedtpro.com/
• https://galaxyvacations.com/

Wholesalers

Wholesalers operate similarly to tour operators. However, they don’t create travel products themselves . Instead, they source products from multiple Bedbanks, tour operators, and DMCs, and distribute them through B2B channels, mainly travel agencies . The examples of wholesalers include:

• https://www.jumbotours.com/
• https://www.bonotel.com/  

Travel networks

Travel networks are quite specific travel agencies. Their primary focus is on creating big travel agencies and travel advisor networks. Once the network is up and running, these travel agencies will provide all types of travel products to their partners and affiliates under exclusive terms and conditions. The examples include:

• https://www.travelleaders.com/
• https://www.allstar.travel/  

Retail travel agencies are the newest addition to the big family of different agency types. It is a new way of B2B distribution generated by Bedbanks . The goal is to provide products and services directly to travel agencies without the need to be a travel network . Here are some examples:

• https://www.bedsonline.com/home/en-df
• https://www.tboholidays.com/

Travel agencies or B2C travel agencies

Travel agencies or B2C travel agencies offer travel products and services directly to consumers. There are different travel agency types based on how they set up their business in terms of distribution channels, location, and dependency. Let’s see the most common types of B2C travel agencies.

OTA or an online travel agency is not every agency you can use to book travel packages online . These are big companies that sell directly to consumers . They offer a wide range of travel products, including hotels, air tickets, car rentals, tickets for shows, travel insurance, tours, and all kinds of land transportation. We are sure that you are familiar with the following two examples of OTAs:

• www.expedia.com  
• www.booking.com 
• www.edreams.com  
• www.despegar.com  

Physical offline travel agency

Physical offline travel agencies offer their services in person to consumers . Due to the shift to the online business model, the number of physical offline travel agencies continues to decrease . These agencies are mainly focused on providing personalized travel experiences to consumers. They provide advice regarding the best location to visit according to the travelers’ unique needs and expectations. Their offer also includes tailor-made itineraries and excursions. The examples include:

• www.pangea.com

Physical + online travel agency

Physical + online travel agency is a new type of business . These agencies offer most of their services online . However, they still have offices, so they can work with travelers in person, answer questions, or provide advice . The examples include:

• www.cvcviagens.com  
• www.viajesfalabella.com 
• www.almundo.com

Independent travel advisor

Independent travel advisors work as independent travel professionals . They don’t align with any particular company or work for one. Their number continues to increase worldwide, especially in the US market. Independent travel advisors provide personalized service to travelers. The examples include:

• https://www.asta.org/

Implants are travel professionals located within another company that has significant travel requirements . They often have a desk or entire office setup so they can meet the company’s travel demands and provide better services . The most noteworthy implants include:

Direct travel agencies

Due to the harsh competition and volatile markets, some businesses in the travel industry decided to offer their travel products directly to consumers through B2C channels . Such is the case with many hotels and airlines . Here are a couple of examples:

• https://www.deltavacations.com/
• https://www.latamairlines.com/
• https://www.wyndhamdestinations.com/
• https://www.viajaconviaja.com/

?️ Travel agency types based on the type of services

Finally, we come to a more specific classification of travel agencies. If you take a look at travel agencies only taking into account the type of services they offer , you can see that there are a number of different companies . With this in mind, we give you travel agency types based on the type of services they offer.

Regular services

Most commonly, travel agencies are focused on selling pre-designed products and services . They can sell those products and services on a regular or more exclusive basis . Here are two examples of travel agencies that provide regular services:

• https://www.grayline.com/
• https://www.gct.com/

Tailor-made

Tailor-made travel agencies develop specific itineraries travelers can’t find anywhere else . They often enable clients to create completely custom products and make their own itineraries. Tailor-made travel agencies are either contracting directly or via DMCs. The two examples include:

• https://www.intrepidtravel.com/
• https://www.evaneos.com/

Niche travel companies

Niche travel companies are focused on very specific demographics . They tend to study the particular needs and expectations of consumers in a demographic segment and create itineraries and experiences that reflect those needs. 

LGBT travel agencies specialize in LGBT travel and tailor-made vacations. They carefully create travel experiences to only include supplies that welcome everyone . These agencies also offer advice and adhere to the highest travel quality standards . Here are two examples:

• https://www.protravelinc.com/luxury-vacations/lgbtq-travel

There are also travel agencies that specialize in offering products tailored for students . They enable students and youth to experience the world. These agencies often offer exclusive travel deals emphasizing cheap hotels, tours, and flights . Here are two examples:

• https://acis.com/
• https://www.yes-trips.com/

Seniors have enough experience to know how to make the best use of the travel time. Travel agencies for seniors offer travel tours specifically tailored to the needs of seniors ensuring they are freed up of all their worries so they can enjoy the destination they choose. Here are some examples:

• https://www.goaheadtours.com/escorted-tours/senior-travel
• https://nationalseniorstravel.com.au/

Backpackers

Travel agencies for backpackers offer tailor-made backpacking travel experiences to people who enjoy this particular way of experiencing destinations. The examples include:

• https://www.backpackingtours.com/
• https://www.backandpack.com/

Travel Adventure

Travel agencies can specialize in travel adventures as well. They carefully source their products to ensure they pack enough adrenaline and that “wow” factor so they can attract consumers who prefer their travel to resemble an adventure. Here are examples:

• https://www.exodustravels.com/
• https://www.oattravel.com/

Ski travel agencies specialize in customizing ski and snowboard vacation travel packages . They are often focused on creating or sourcing packages in one specific location. The examples include:

• https://www.esquiades.com/
• https://www.skican.com/

Luxury travel agencies specialize in offering exclusive destinations, hotels, and activities. Their focus is on a rich clientele that reflects their product portfolio. They often offer tailor-made holidays and have special honeymoon offers. Here are a couple of examples:

• https://www.abercrombiekent.co.uk/
• https://www.virtuoso.com/travel  

When it comes to the travel agency types based on the type of service they sell, there can be many unique variations . 

Travel agencies can operate in many ways and play different roles in the distribution chain of travel products and services. To answer your initial question: 

“How many types of travel agencies exist?” There are more than 25 unique travel agency types depending on the segmentation you choose. 

However, it’s practically impossible for an agency to be of only one type. For instance, it can be an inbound, leisure, niche travel agency. Hopefully, our ultimate guide to travel agency types will help you better understand these companies in terms of how they operate and their role in the travel industry.

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Cristóbal Reali, VP of Global Sales at Mize, with over 20 years of experience, has led high-performance teams in major companies in the tourism industry, as well as in the public sector. He has successfully undertaken ventures, including a DMO and technology transformation consulting. In his role at Mize, he stands out not only for his analytical and strategic ability but also for effective leadership. He speaks English, Spanish, Portuguese, and Italian. He holds a degree in Economics from UBA, complementing his professional training at Harvard Business School Online.

Mize is the leading hotel booking optimization solution in the world. With over 170 partners using our fintech products, Mize creates new extra profit for the hotel booking industry using its fully automated proprietary technology and has generated hundreds of millions of dollars in revenue across its suite of products for its partners. Mize was founded in 2016 with its headquarters in Tel Aviv and offices worldwide.

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9 Different Types of Travel Agents

Posted on June 24, 2022

Categories Travel

There are three main categories of travel agents: business, special interest, and leisure, and they fall into six types. These are:

• Global distribution systems
• Online travel agents
• Guest information centers
• Hotel and concierge agents
• Inbound tour operators
• Independent travel agents

Remember when we had to go to a travel agency and sit for a long time to book a trip or a tour? Those days are long gone. There are travel agents just about anywhere, from online to hotels and even independent agents. 

Some people think they don’t need a travel advisor until their plans begin to go awry. Plus, tour operators need them. Travel agents were and still are relevant today. Let’s look at the different types of travel agents, their role, and their relevance.

Types of Travel Agents

Here are the six different types of travel agents:

Global Distribution Systems

One of the many ways that tourists can get their travel needs met is through a global distribution system. A corporation manages the computerized network system, which makes online reservations possible through the facilitation of transactions. 

Global distribution systems will be used by both online and offline agents to reserve current travel experiences at a certain location. The most popular global distribution helps you boost your digital delivery and acquire more bookings. 

These systems want to cooperate with tour operators who make their activities and excursions available for convenient internet booking. The majority of global distribution systems rely on real-time inventory from service providers.

Online Travel Agents

A web-based system where tourists may organize and make travel arrangements straight from their internet sites is known as an online travel agency (OTA). They depend on the simplicity and comfort of the Internet to construct bundles for their customers.

As a result, a growing number of vacationers are searching for the best ways to plan all-inclusive vacations that cover everything from transportation to lodging and activities.

Travel and tour companies can expand their digital delivery by building ties with online travel agents. A commission can be earned by utilizing an online booking system, which enables online travel agents to book directly with you and receive compensation.

Centers for Tourist Information

A tourist information station is a one-stop store where tourists may buy souvenirs and get free advice on things to do, places to stay, maps, and other useful information about the area. With this, they are a popular location for tourists who are new to the area and want to learn more about the local culture.

Tourist information centers, which are frequently run by local governments, confer legitimacy on the advice and assistance they provide.

If you want your local tourist information center to book your trips and activities for you, let them know. As a result, they’ll be more likely to spread the word about your products.

Independent Travel Agents

For most passengers, independent travel agencies are the preferred retail travel agents.

To incorporate travel experiences that their clientele is interested in, travel agents, whether offline or online, want to tailor the itinerary they provide for them.

You may enhance your online distribution by working with individual travel agencies and utilizing distribution technology entities. To make it easier for agents to promote your service.

The commission percentages for independent travel agents will vary from one agent to the next. Between 15% and 25% is typical for independent agencies that schedule your events.

Organizers of Outbound Tours

Inbound tour operators, are regarded as specialists in a certain location and are aware of the best excursions and activities in the area. 

Working with these advisors to sell your products is advantageous because they advocate these outings to their clientele. They are more likely to recommend safe, exciting trips that are simple to book if they have worked with them before.

Travel Agent Categories

Here are the three travel agent categories:

1. Business Travel Agents

Work or business-related travelers. This group of commuters heads to and from work every day from their homes.

Commuters need to concentrate on efficiency and timeliness when they travel. It’s not uncommon for business travelers to plan their entire journey around a single event or meeting. 

To stay productive when traveling, they chose workstations in the hotel rooms with high-speed web access. To make things easier, guests should be able to walk or use public transportation to and from their place of business.

Openings for Travel Agents

Business tourism is a multi-trillion-dollar industry, and travel agents may capitalize on this opportunity. Every day, up to 1.1 million individuals in the United States travel for work. This group of tourists is looking for a hassle-free journey. As a result, you’ll be called upon.

Travelers on business trips prefer to concentrate on their job rather than on the details of their journey. An excellent opportunity to select a hotel room with luxuries that will let the client forget they are even outside their hometowns is presented by the travel agent. As a result, understanding what a booking system is and how to utilize it effectively is critical.

Breakfast in the am, espresso in the foyer, and a fitness center are among the amenities that business travelers look for while they’re on the road for long periods. If your team manages to arrange appropriate lodging for a business traveler, you’ll have a satisfied and productive customer.

To get to and from work, commuters are more likely to be on the road. Loyalty programs are a terrific way to keep customers coming back to your business over and over again. Travelers will want to utilize your firm more often as their royalties grow, which will keep them invested in your brand.

In the event you play your chips properly as a travel agent and schedule hundreds of trips for a corporation, there are risks involved. But if something goes awry, it may suddenly turn from countless business visits to booking for one firm to none. In the travel agency industry, you need to be aware of the potential dangers.

Whenever it comes to corporate travel, there is no margin for error, since most appointments may not wait for a tardy attendee. Before the start of the project, everything must be planned out and accounted for. If the client is late for a business meeting, the meeting may be canceled, resulting in lost revenue, time, and labor for the business traveler.

If you’re going on a trip, it’s important to think about possible health concerns. A business vacation is not a time to put off illness, accidents, or catastrophes. You may want to recommend that the company purchase Business Travel Accident (BTA) insurance to fully safeguard the firm’s travelers.

The traveler must be satisfied if your travel agency provides a journey that emphasizes punctuality and convenience.

2. Special Tourism Agents

This type of travel caters to the interests and desires of the individual traveler. When it comes to special interest tourism, the goal is to get an exceptional experience that directly relates to the preferences of the traveler.

Special interest travelers have a wide range of features, as they are all based on the preferences of the individual traveler. There are a wide number of possibilities, including gourmet tours, religious travel, cultural trips, and more. 

The underlying denominator among these travelers is a great passion for something and a desire to travel the world to further explore this obsession.

Determine the purpose of the trip – Is it to unwind and relax? Is the purpose of this journey to learn and grow? Is the goal to see as many of the big tourist destinations as possible? Accommodations can be made once the purpose of the trip has been determined.

Create tour offers that will pique your client’s interest when it comes to customizing a trip for them. Packages appeal to special interest visitors since they are cost-effective and focus on what they want to see and do.

An adventure package is a traditional special-interest package. All of the area’s top places to visit would be included in this itinerary. People who are willing to take risks will be drawn to your website if you offer zip-lining, whitewater rafting, and rock climbing. You can guarantee that your consumers will have the vacation of a lifetime if you provide them with the most exciting options.

A rapidly growing segment of the travel industry is wellness tourism. These tours are specifically designed to focus on health, focusing on both physical and emotional well-being. 

Travel companies will make reservations for these customers based on their preferences for health and well-being, including staying in hotels with exercise facilities, eating at restaurants with organic options, and staying in places with plenty of greenery.

A travel agent may be contacted by someone in need of medical treatment. Because the patient doesn’t live in an area where medical aid is needed, medical tourism is a necessity. 

In any case, the patient already has a lot on their plate, and they don’t want the excessive strain of travel or hotel reservations on top of everything else. The treatment isn’t accessible in their homeland, or there may be better doctors abroad.

Due to needing to function as the liaison between the customer and the many tour operators, excursions, and activities, there is some risk for travel agents. Because of this, many people rely on the services of travel host agencies.

The client has placed their trust in you and your organization, and this is where tour operators come into play. The customer will come to you if something turns out badly.

Therefore, keep communication open between the two of you. To serve your customers with the highest service, you should have a list of organizations you can rely on.

To avoid a last-minute withdrawal from either side, you should plan . You should specify the dates by which cancellations are accepted and whether or not there will be a fee for doing so. There must be no misunderstandings when the day of the scheduled events approaches if you provide all the relevant information.

Unexpected medical concerns are another issue for tourists with specialized interests. Terrible events might occur when a trip is centered on being adventurous, tasting new foods, or getting medical treatment done.

Travel insurance is the right strategy to avoid any potential issues. This will protect your traveler in the event of an emergency, but ideally, it will never be needed.

3. Travel Agencies for the Leisure Traveler

Travelers who want to get away from the daily grind. Those that travel for leisure are more concerned about having fun and having a good time.

People who go on vacation tend to be alone or with a small group of relatives and friends. All of these tours are geared toward leisure, exploration, and fun.

There are several aspects of a leisure trip that include eating at fine restaurants, staying in luxury hotels, lounging by the pool or beach, and seeing tourist attractions.

Those who prefer a more authentic travel experience, however, may choose to backpack around a new location, overnight in hostels, steer clear of the most popular tourist attractions, and learn about the history and culture of the place they’re visiting. Online travel agencies can only provide this level of service.

There are numerous options for the travel agent to personalize a client’s journey while they are going for pleasure. An experienced traveler can help you get the most out of your vacation.

With a cruise, you don’t have the burden of choosing your itinerary, so you can relax and unwind. In one transaction, a cruise provides transportation, meals, amusement, and a place to stay. If a family is looking for a getaway from their bustling daily routine, this kind of trip is an excellent option.

In most cases, a customer will know where they want to go, but they will need assistance working out how to fill their days. A seasoned traveler can provide their recommendations for the must-see attractions, the best restaurants, and fun activities for the entire group. To ensure that your customers get the most value for their money, your travel firm can put together a well-thought-out itinerary.

When the word “leisure” is used, the first thing that comes up is sitting by a pool, reading a book, and wearing floppy hats. Travel agents that can propose a variety of resorts to potential customers are more likely to get the best deal. Travelers will love a hotel that is located close to a beautiful beach, has an on-site spa, and has a fitness facility.

There are few risks involved in working with leisure visitors. If something goes wrong, it usually doesn’t have a major impact on the holiday because the timetable is so slack.

There is an increasing trend for clients to submit evaluations on web forums. Internet sites like TripAdvisor make it easy for customers to sing your firm’s praises while also calling it out when it makes a mistake in the public eye.

Image and reputation may be ruined in a matter of minutes thanks to the power of the internet, and dissatisfied consumers are quick to spread the word.

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Exploring the Different Types of Travel Agents

Apr 29, 2024 | Travel , Travel Agent

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The days of travel agencies operating out of little booths in malls are over. Travel agents come in all shapes and sizes, and you can find them on almost every website these days. Everyone, no matter what their location, may now easily book tours and travel. Tours and activities can be reserved in a variety of easy methods, including through online travel agencies, global distribution systems, independent agents, and visitor centers. For that reason, we will explain the many kinds of travel agents and walk you through the most common kinds of travel agents so you can understand who does what.

What Is the Precise Definition of a Travel Agent?

A travel agent is an individual employed by a public service organization or private retailer who offers advice and services pertaining to travel and tourism. Travel agents provides various forms of travel agency packages for their clients on behalf of travel suppliers (such as hotels, transportation companies, travel concierge services , travel insurance providers, and tour operators). They will coordinate the logistical aspects of travel for their clients while operating as intermediaries between various travel service providers.

What Are the Different Types of Travel Agents?

Independent Travel Agents

A travel agent who is considered independent either works by themselves or for a smaller agency that is not part of a bigger network. When it comes to selecting vendors, goods, and services, they have greater leeway and independence. Additionally, they have the option to provide clients with services that are more tailored to their specific needs, like:

• Customized itineraries
• One-time offers
• Specialty products

Online Travel Agents

Online travel agents are those who conduct business exclusively via the internet, offering and selling travel products and services via websites, mobile applications, or social media platforms. Online travel agencies offer numerous benefits, including the subsequent:

• Decreased overhead
• Greater reach
• Constant availability
• Enhanced convenience
• Options for clients

Technology can be leveraged by online travel agencies to improve their services through the implementation of chatbots, artificial intelligence (AI), online booking systems, and big data. A variety of goods and services, including flights, hotels, vehicle rentals, tours, cruises, and packages, may be provided by online travel agents. Online travel agencies include Airbnb, Expedia, Booking.com, and Skyscanner.

Visitor Information Centers

Travel agencies that offer information and guidance to visitors at the location are known as visitor information centers. Locations such as airports, rail stations, bus terminals, city centers, and tourist attractions often house these.

Visitors information centers are a treasure trove of useful information for vacationers, including maps, brochures, guides, schedules, reservations, and insider tips. Local goods and services, including arts and crafts, excursions, events , and activities, can also be promoted and sold at these places.

Multiple Travel Agents

Multiple travel agents is one of the Types of Travel Agents that function as components of a larger conglomerate or organization that maintains numerous branches or locations. They may provide the following products and services, among others:

• Car rentals

Miniple Travel Agents

These Types of Travel Agents typically have a limited number of locations within a specific region. One advantage of these businesses is the personalized service they provide, which includes impartial recommendations for vacation packages. Another perk is that they can take use of economies of scale to a greater extent than independents can as they just have to pay a single licensing charge for all of their branches, as opposed to an independent who isn’t part of a branch paying a single price for their business.

High street Travel Agents

Physical locations where High Street Travel Agents conduct business, such as shops or offices in retail centers or main streets of cities and towns. High street travel agents may provide the following products and services, among others:

• Holiday packages

Call Center Travel Agents

Call center is one the Types of Travel Agents who function from a centralized office or center that manages a substantial influx of customer phone inquiries. The call facility Travel agents have the capability to provide and market travel-related goods and services via telephone by utilising a script and an automated reservation system. The call center Travel agents may also offer support, assistance, and customer service.

Business Travel Agents

Corporate clientele, including businesses, organizations, and government agencies, are the specialty of business travel agents. The following are examples of the kinds of products and services that corporate travel agents can provide to cater to the demands and tastes of their clients:

• Fare flexibility
• Flexible appointment times
• First-class seats
• Lounges at airports
• Rooms for meetings
• Discounts for businesses

Read more about How airssist Play Roll In The Corporate Travel Industry

Choosing the Right Travel Agent for You

Planning a trip can be an exciting but overwhelming task, especially with the abundance of information and options available online. That’s where a travel agent can come to your rescue. A reliable travel agent can save you time, provide expert advice, and help ensure a smooth and enjoyable travel experience. However, not all Types of Travel Agents are created equal, and it’s important to choose the right one for your specific needs. Here are some key factors to consider when selecting a travel agent:

Specialization:

Consider the specific Types of Travel Agents you’re interested in, such as leisure vacations, adventure travel, cruises, or corporate travel. Look for a travel agent who specializes in the type of trip you want to take. Specialization ensures that the agent has in-depth knowledge, established connections, and access to exclusive deals within that particular niche.

Experience:

A travel agent’s experience can make a significant difference in the quality of service they provide. Find out how long the agent has been in the industry and inquire about their personal travel experiences. An experienced agent will have firsthand knowledge of various destinations, understand potential challenges, and have a network of reliable contacts to rely on.

Reputation:

Research the reputation of the travel agent or the agency they work for. Read reviews and testimonials from past clients to get an idea of their level of customer satisfaction. You can also ask friends, family, or colleagues for recommendations based on their personal experiences. A reputable travel agent will have a track record of delivering excellent service and ensuring client satisfaction.

Service fees:

Inquire about the travel agent’s fee structure upfront. Some travel agents charge a flat fee for their services, while others earn commissions from the travel suppliers they work with. Make sure you understand the fees involved and what services are covered. While price shouldn’t be the sole determining factor, it’s important to ensure that the agent’s fees are reasonable and align with the value they provide.

Online presence:

In today’s digital age, a travel agent’s online presence is crucial. Look for an agent who has a professional website or presence on reputable travel platforms. A well-designed website can provide valuable information about their services, destination expertise, and contact details. Additionally, check if they are active on social media platforms, as this can give you insights into their knowledge, responsiveness, and engagement with clients.

It’s also essential to have a conversation with the travel agent before making a final decision. Ask them about their approach to trip planning, how they handle emergencies or changes, and what level of personalized attention they offer. A good travel agent will listen to your needs, provide tailored recommendations, and be responsive to your queries.

The Enduring Value of Travel Agents: Beyond Booking

A. expertise and insider knowledge.

Travel Agents Still Relevant by several benefits and many  travel agent secrets , chief among them their depth of experience and insider information. Professionals with a lot of experience and firsthand understanding of several locations are travel agents. They can offer insightful analysis and suggestions based on their experience, so that tourists make well-informed choices. Travel agents have a degree of knowledge that internet platforms just cannot equal, whether they are discussing local customs and traditions, pointing out hidden jewels, or advising the ideal time to visit.

B. Personalized Service and Tailored Itineraries

Though they give a lot of choices, online booking systems frequently don’t have the individual attention that travel agents do. Travel agencies create customized itineraries by spending time to learn about the interests, budgets, and preferences of their clients. They take great pains to make sure that every detail of the vacation fits the particular requirements and preferences of the passenger. Travel agents are experts at crafting customized trips that make an impact, from suggesting the ideal hotel to planning unique events.

C. Stress-Free Planning and 24/7 Support

For someone with little time or travel expertise, organizing a trip can be especially daunting. Through their management of all the logistics flights, lodging, transfers, and activities travel agents relieve the strain of planning. Travellers can save important time and effort by using their extensive network of reliable providers and their effective management of all the details. Travel agents also offer around-the-clock support, so their customers may get help whenever they need it, even in unanticipated situations.

D. Negotiation Skills and Exclusive Deals

Travel agents have forged connections with suppliers and are adept negotiators. They can thus get their customers special offers, savings, and extra benefits. Travel agents can frequently offer value-added services that visitors might not be able to get on their own, such as free upgrades, unique amenities, or admission to exclusive events. Travel agents make sure their clients get the most for their money by using their industry contacts.

E. Crisis Management and In-Destination Support

In times of unexpected events or emergencies, Travel Agents Still Relevant and act as a reliable support system. They have the knowledge and resources to handle crisis situations and provide assistance when travelers need it the most. Whether it’s rebooking flights due to cancellations, rearranging accommodations, or offering guidance in unfamiliar destinations, travel agents offer peace of mind and reassurance throughout the entire journey.

Travel Agent Fees vs. Value

Remember to have open and transparent communication with your travel agent to understand their fee structure and the services included, ensuring you receive the best possible value for your travel investment.

How airssist Could Make Travel Agents Client Happy

By utilizing airssist services for travel agents they will offer personalized assistance to their clients. This includes services such as airport Meet & Greet, Airport Greeter, Baggage Handling, And Private Lounge Access, also:

• save customers’ time by making the booking process very simple and easy.
• airssist is proactive with travel agent communication, and swift with its resolutions.
• We present wherever customers are to make their trips better, easier, less stressful,
• airssist deep personalization.

In Conclusion,

exploring the different types of travel agents can help you find the one that best suits your travel needs and preferences. Whether you’re planning a leisure vacation, an adventure trip, or corporate travel, there are specialized travel agents available to assist you.

Note : Please note that the information on this page is generic & subject to change due to fluctuations in airport services. Kindly confirm service availability with our team, as offerings may vary daily.

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Unravelling the Realm of Travel: Different Types of Travel Agents and Their Unique Roles

• July 19, 2023

Travel agents play an instrumental role in shaping, guiding and enhancing travellers’ experiences. Acting as intermediaries, they connect travellers with many services and experiences that best suit their preferences, budgets and desires. While the digital age has revolutionised how we access travel information and book trips, the expertise and personalised touch offered by the different types of travel agent remain irreplaceable. With their knowledge and vast networks, they simplify complex travel arrangements, ensure value for money and often open doors to experiences we might overlook.

The evolution of travel agencies

Travel agencies have undergone a significant transformation over the past few decades. Their evolution reflects broader technological changes, consumer behaviour and the global economy. 

In the early days, travel agencies operated primarily from physical offices. They were the main point of contact for travellers looking to book train tickets, flights or hotel rooms. These agencies thrived because they held exclusive access to reservation systems and established relationships with service providers.

In an age without the internet, agents were seen as the encyclopaedias of travel. They provided invaluable advice, suggested itineraries and made complex international travel feasible. Their services were indispensable for both leisure and business travellers.

With the rise of the internet, the late 1990s and early 2000s saw the emergence of online travel agencies (OTA) like Expedia. These platforms enabled travellers to directly book flights, hotels and other services online, challenging the monopoly of traditional agencies.

As information became readily available, the traveller became more empowered. While many embraced the DIY approach to travel planning, traditional agencies faced the pressure of adapting to the digital model or becoming obsolete.

Recognising the changing landscape, many travel agents shifted to home-based operations. This allowed them to cut costs, offer more personalised services and cater to niche markets, from luxury travel to eco-tourism or adventure sports.

Types of travel agents

In an age where everything is going digital, travel agencies remain a blend of both online and offline realms, catering to travellers’ varied needs and preferences.

High street travel agencies

Retail travel agencies, traditionally known as high-street or brick-and-mortar agencies, have been the face of the travel industry for decades. You encounter these storefronts on bustling city streets, shopping centres or quaint town squares. They have witnessed the ebb and flow of the digital age but have managed to carve a niche for themselves amidst evolving times.

Services Offered

• Arranging transportation: Be it by air, sea or land, these agencies assist travellers in booking tickets, comparing fares and finding the best routes
• Accommodation reservations: From luxury hotels to cosy bed and breakfasts, retail travel agents provide options tailored to the traveller’s budget and preferences
• Tour packages: Many offer curated travel packages covering sightseeing, activities and meals, ensuring a hassle-free experience
• Travel insurance: They often assist in securing travel insurance, ensuring travellers are covered against unforeseen circumstances
• Visas and travel documentation: Some agencies even provide support in obtaining visas and other essential travel documents
• Refunds and cancellations: Should plans change or emergencies arise, these agents navigate the often-complicated process of obtaining refunds or making travel alterations

The rise of independent travel agencies

While many retail travel agencies are affiliated with larger companies, independent agents have seen noticeable growth. These professionals, often with years of industry experience, set up storefronts, bringing a personal touch and specialised knowledge.

Online travel agencies (OTAs)

Online travel agencies have transformed how people research, plan and book their trips. Seamlessly merging technology with travel, these platforms have capitalised on the digital era’s opportunities, offering travellers unprecedented convenience and choice. 

The benefits of OTAs

• Accessibility and convenience: Available 24/7, travellers can browse, compare and book their trips anytime, anywhere, whether it’s during a lunch break or in the middle of the night
• Vast selection: With access to a wide array of airlines, hotels, car rentals and more, OTAs present a one-stop-shop for travel needs
• Price comparisons: OTAs often aggregate data, allowing travellers to compare prices and options effortlessly, ensuring they get the best deal
• Reviews and recommendations: Holidaymakers can benefit from reviews and ratings provided by fellow travellers, aiding informed decision-making
• Flexible packages: Many OTAs allow travellers to customise their packages, combining flights, hotels and other services 

Their role as intermediaries

• Bridge between service providers and travellers: OTAs connect travellers with numerous service providers, acting as a digital marketplace for travel services
• Negotiating better rates: Leveraging their vast customer base, OTAs can often negotiate competitive prices, passing on savings to travellers
• Streamlined booking process: They simplify the booking procedure by consolidating information and providing a single platform for multiple services

Creating personalised customer experiences

• Tailored recommendations: Using data analytics, OTAs can suggest destinations, hotels or activities based on a user’s past behaviour and preferences
• Traveller profiles: Many OTAs offer personalised user profiles, storing preferences, loyalty points and past trips, making subsequent bookings even more seamless
• Custom alerts: Holidaymakers can receive alerts for price drops, special deals or new packages that align with their interests.

Wholesale travel agencies – the B2B giants

While retail and online travel agencies often dominate the limelight, wholesale travel agencies operate behind the scenes, orchestrating a symphony of logistics, partnerships and packages. These B2B behemoths play a pivotal role in the travel industry, connecting vendors with retailers and ensuring that the end customer receives a well-structured, valuable experience.

Examples of these wholesale agents include Tui, which covers the entire tourism value chain, from hotels and resorts to cruise lines, and Hays Travel. With its vast network and influence, Hays operates both in the retail and wholesale sectors. Their wholesale division ensures a continuous supply of competitive packages and offerings to their extensive retail network.

Wholesale travel agencies are the backbone of the travel industry, ensuring a smooth supply chain, competitive prices and diverse offerings. Though less visible to the average traveller, their operations are integral to the functioning and sustainability of the tourism ecosystem.

The role of wholesale travel agencies

• Intermediaries between providers and retailers: Wholesalers procure bulk services from providers, be it hotel rooms, flight seats or tour services. They then distribute these to retail travel agents, other wholesalers or even OTAs at negotiated prices
• Contract negotiations: They use their purchasing power to negotiate favourable contracts with service providers, securing better rates and conditions than smaller agencies might achieve independently
• Expertise in holiday packages: Wholesale agencies are adept at curating and combining individual travel services into cohesive, attractive holiday packages. These are then marketed to travellers via retail agents or direct channels
• Risk management: By buying in bulk, wholesalers take on risks such as unsold inventories. However, their large-scale operations often allow them to manage and distribute these risks more effectively than smaller entities
• Marketing and promotions: With their extensive reach and resources, these agencies play a significant role in promoting destinations, resorts, and packages, influencing travel trends and demand

Business travel agencies

Navigating the realm of corporate travel is a challenge that requires precision, efficiency and adaptability. Business travel agencies specialise in this niche, ensuring that the unique needs of businesses and their travelling employees are met seamlessly. Their services are tailored to suit the fast-paced nature of corporate life and the unpredictability that often accompanies business trips.

Business travel agencies include American Express Global Business Travel, which offers end-to-end solutions for corporate travel. From advanced booking tools and traveller tracking to robust reporting and insights, they cater to businesses of all sizes. TravelBank is another example that merges technology with service, offering businesses tools for booking, managing expenses and tracking budgets. 

Business travel agencies are the silent partners behind successful corporate trips. They bring a blend of expertise, technology, and service, ensuring that business travel, regardless of its inherent challenges, remains a smooth and efficient process for organisations and their employees.

The services offered by business travel agencies

• Quick booking: Recognising the often urgent nature of business trips, these agencies have systems in place for swift flight, hotel and transport bookings
• Discounted rates: With their vast networks and bulk booking capabilities, business travel agencies can secure competitive rates for flights, accommodations and other travel services
• Crisis management: Business travel can be unpredictable, with sudden changes, cancellations or emergencies. These agencies offer 24/7 support to handle such crises, ensuring minimal disruption and inconvenience
• Travel policy compliance: They assist companies in ensuring that all travel bookings and arrangements adhere to the organisation’s travel policy, streamlining approvals and reimbursements
• Detailed reporting: To aid budgeting and finance processes, business travel agencies provide comprehensive reports detailing travel expenses, trends, and savings
• Traveller safety and security: Offering services like real-time travel alerts, location tracking and assistance in geopolitical upheavals, these agencies prioritise the safety of travelling employees
• Visa and documentation support: Understanding the complexities of international business travel, they assist in procuring necessary visas and travel documents swiftly

READ MORE: What are the risks of starting a travel agency franchise?

Leisure travel agencies

Travelling for leisure is all about relaxation, discovery and memorable experiences. Leisure travel agencies dedicated to creating dream holidays are the artists behind these masterpieces. From idyllic beaches to adventurous treks, these agencies transform travel aspirations into tangible itineraries, ensuring every moment is cherished.

Not Just Travel ’s David Walker holds the esteemed title of the top leisure travel agent in the UK. David is a testament to the difference a dedicated and passionate agent can make. Professionals like him elevate the entire leisure travel industry by prioritising customer experiences, understanding individual needs and bringing extensive knowledge.

Leisure travel agencies play an instrumental role in transforming holiday dreams into reality. Focusing on personalisation, attention to detail and expertise ensures that leisure tourists can immerse themselves in their holidays, leaving the logistics and planning in capable hands.

The role of leisure travel agencies

• Customised holiday packages: Understanding that every traveller has a unique vision for their holiday, leisure agencies craft bespoke packages, catering to specific interests, budgets and preferences
• End-to-end itinerary planning: From the moment the holidaymaker leaves their home to the minute they return, leisure travel agencies meticulously plan each detail, ensuring a seamless travel experience
• Specialised experiences: Whether it’s a honeymoon, a culinary journey, a cultural exploration or an adventure expedition, these agencies specialise in curating experiences that resonate with travellers’ passions
• Accommodation and transportation: Leveraging partnerships with hotels, resorts, airlines and transport providers, leisure agencies ensure comfortable stays and smooth journeys, often at competitive prices
• Local expertise: Tapping into regional networks, they offer travellers authentic experiences, be it guided tours, cultural events, or local dining, helping them dive deep into the essence of a destination
• Continuous support: Holidaymakers can travel stress-free, knowing they have a reliable partner ready to assist, whether it’s a change in plans or unforeseen challenges during the trip

READ MORE: Discover the distinct roles of leisure and business travel agents and learn how to excel in this exciting field.

Niche travel agencies

The vastness of the travel industry has paved the way for niche travel agencies, specialists who cater to particular interests or demographics, crafting experiences that aren’t just holidays but lifelong memories. From ecotourism adventures in the Amazon to wellness retreats in Bali, these agencies delve deep into specific areas, ensuring authenticity and expertise.

Not Just Travel’s Rachel Tredwell specialises in the romantic sector of travel. She has carved a niche for herself in weddings and honeymoons where her expertise ensures that couples experience magical beginnings, whether it’s a beach wedding in the Maldives or a honeymoon amidst the vineyards of Tuscany.

In a world of diverse passions and interests, niche travel agencies have found their footing, dedicating themselves to cater to specific desires. By doing so, they don’t just create trips – they craft experiences that resonate deeply with travellers, making every journey genuinely unforgettable.

The roles and specialisations of niche travel agencies

• Ecotourism: Cater to travellers who wish to immerse themselves in pristine natural environments while minimising their environmental footprint. Agencies often collaborate with local communities, ensuring sustainable practices and benefits for indigenous people
• Wellness tourism: Providing experiences centred around health, relaxation and rejuvenation, popular packages often include yoga retreats, spa experiences, detox programmes and holistic healing sessions
• Cultural tourism: With the focus on connecting travellers with the rich tapestry of a region’s history, traditions, arts, and lifestyles, agencies specialising in this niche may organise immersive experiences such as local craft workshops, heritage tours and traditional performances
• Adventure tourism: Designed for thrill-seekers and offering experiences like mountaineering, white-water rafting or desert safaris, adventure agencies will ensure safety and logistical expertise for high-adrenaline adventurers
• Culinary tourism: Catering to food enthusiasts, these agencies curate gastronomic journeys, exploring local cuisines, culinary traditions, and even cooking workshops

The indispensable role of travel agents

As the intricate world of travel unfolds, the multifaceted roles of various travel agencies become evident. From traditional high street establishments maintaining their age-old charm to the digital dominance of online platforms – from the powerful B2B impact of wholesale agencies to the specific, personalised touch of niche specialists, each plays a unique part in weaving the vibrant tapestry of the travel industry.

The essence of success in the travel realm, and arguably any business, is individualised customer service. Recognising customer needs, anticipating their desires, and curating experiences that resonate with their dreams and aspirations will always set a business apart. This personal touch is the lighthouse guiding travellers towards memorable experiences in a competitive landscape.

Since The Travel Franchise launched its highly successful franchise operation, hundreds of people have started their own travel businesses under its umbrella. Nearly all of them – 99% – had no experience in the travel industry, and over three-quarters had never ventured into self-employment. 

Providing everything you need to start your travel agency, The Travel Franchise offers a range of membership rates. From an initial investment of £2,995, you’ll gain expert assistance, support training and resources.  

Choose The Travel Franchise and turn your travel agency dreams into reality.

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What is a Travel Agency? Types, Purpose, Function, Services

Home » Blog » What is a Travel Agency? Types, Purpose, Function, Services

The travel agency business is now something that most people want to do.

The main purpose of a travel agency is to make planning a trip easier and more useful for their customers by giving them information and making reservations .

Flights, hotels, transportation, trips, and other events can all be booked through the travel company.

If you learn about tour-related ideas and get knowledge from these articles, you’ll be able to start your travel agency in the travel industry. 

Table of Contents

What is a travel agency, 1. traditional travel agencies, 2. online travel agencies, 3. corporate travel operators, 4. consolidators, 5. franchise travel services, 1. convenience, 2. expertise and advice, 3. access to deals and discounts, 4. risk management, 5. customer services, 1. travel planning, 2. booking services, 3. customized itineraries, 4. travel documentation, 5. emergency support, 6. customer services, services offered by travel agency, 1. booking services, 2. information and advice, 3. customer services, 4. negotiation and coordination, differences between travel agencies and travel agents.

A travel agency is a business that helps people and groups choose, plan, and book travel-related services . Flights, hotels, rides, trips, sports, and other things can be a part of these services.

Most travel companies know about a lot of different trips that their clients can take that fit their wants and budgets.

A lot of travel and tour operators also hire people called tour agents who know a lot about important things like visa rules, places to visit, and travel trends. 

They plan and organize everything so that their clients’ trips are as easy, fun, and stress-free as possible.

Explore the beginner’s guide to launch your travel agency

Types of Travel Agency

Several types of travel agencies meet the wants and tastes of different travelers.

These are the most common types related to the travel industry:

These agencies are physical office companies where customers can go and talk to the tour planners. They give specialized services and often a wide range of trip needs.

Online Travel Agencies (OTAs) run the online trip business, where their websites or mobile apps provide tourists with book flights, rooms, rental cars, and other trip services. Expedia and Booking.com are some examples.

The corporate travel service makes trip plans for companies and groups. They take care of bookings for businesses, make deals, and offer services like keeping track of costs.

Consolidators buy a large number of plane tickets at a discount, they sell them at a lower price to travel companies or directly to customers.

Franchise companies work under a bigger brand name and use marketing, technology, and support systems in the travel industry that have already been set up. 

Within the franchise network, owners of travel companies get the training and tools they need to run their businesses.

Purposes of Travel Agency

The main purpose of travel agencies is to facilitate and enhance the tour experiences for individuals and groups. 

Travel companies try to make planning a trip easier by letting people book flights, hotels, transportation, events, and other services related to travel all in one place. 

Trip planners hire knowledgeable agents who can offer expert advice and recommendations based on their suggestions of different places or destinations.

Similarly, travel agents shared their experiences of various destinations, travel trends, visa requirements, and more.

Explore this article “How To Start A Travel Agency In Australia? (8 Steps)”

Airlines, hotels, ship lines, tour operators, and other travel companies often offer deals, discounts, and packages that only travel agencies can get.

They can help customers get the most for their money and save money on their trip costs by taking advantage of deals.

Travel agencies help mitigate risks associated with travel by giving travelers information or knowledge on safety, health issues, and security in different places.

Travel agencies or companies make sure their clients are happy by giving each one of them high-quality service and individual care.

Overall, the travel company’s main goal is to make planning a trip easier, more fun, and less stressful for their costumes by giving them advice, making things easier.

What does Travel Agency do?

Many services travel agencies offer to make it easier and better for people and groups to trip.

One of the things that a travel agency does is the following:

Travel agencies support the client in planning their trips by talking about their tastes, hobbies, income, and any special requirements they may have.  

These companies are called travel agents that help people book flights, hotels, rental cars, airport transfers, trips, events, and other services related to travel. 

They can use online tools and scheduling systems to get reservations for their clients.

Most tour operators make personalized trip plans based on what their clients want and what they’re interested in. 

It supports you on trip documents like passports, visas, travel insurance, and any other paperwork that is needed is available from travel companies. 

Before a client leaves on a trip, they make sure that all of their paperwork is in order.

Travel companies are there to help their customers in case of accidents or other problems that come up during their trip. 

In this case, they might rebook flights, arrange alternative accommodations, or give advice on medical help or legal issues.

Tour Operators prioritize customer happiness first by giving each client great services and individual care.

There are a lot of services travel agencies provide to meet the news and preferences of travelers. 

Trip planner aims to ease the trip planning process, provide expert advice and support, and ensure a smooth and enjoyable travel experience for their clients.

These are some common services provided by travel agencies.

• Flight Booking
• Accommodation Booking
• Transportation Services
• Tour Packages
• Cruise Booking 
• Travel Insurance
• Visa Assistance
• Destination Recommendations
• Emergency Assistance

Overall, the travel agency’s purpose is to ease the trip schedule process, deliver expert advice and support, and provide smooth and enjoyable trip experiences for their customers.

Let’s launch your travel booking website today

Functions of the Travel Agency

Their main function revolves around assisting and arranging various parts of travel and people and groups. 

The purpose of a travel agency is to ease the trip planning process, provide expert advice and support, and improve the entire trip experience for their customers.

Here’s an overview of the key tasks of a travel agency:

Travel agencies handle the planning process for flights, lodgings, transportation, trips, events, and other travel-related services.

Most travel agency provides guidance and formation on different parts of the travel, visa requirements, and health and safety measures. 

Travel companies put customer happiness first by giving each client great service and individual care.

The travel agencies deal with tour operator suppliers, including airlines, trip suppliers, and hotel and tour operators to secure good terms and rates for their clients.

A trip agency is a business company that offers other-related services, while a trip agent is a person hired by or connected with a tour operator who helps clients with their trip planning and bookings. 

These are some key differences between a travel agency and a travel agent.

Explore our article “Tour Operator vs Travel Agent- What are the Differences?”

In summary, travel agencies may have multiple trip agents working under their umbrella to help the clients, while a tour agent may work separately as a part of a bigger company.

Travel companies are essential businesses in the travel industry, acting as intermediaries between tourists and travel providers. They offer a range of services to ease trip planning and booking.

These companies can take the form of standard brick-and-mortar businesses, or online-based platforms. Each type of service responds to different tastes and wants, providing accessibility to a wide range of travel-related customers. 

Regardless of their form, the primary goal of travel companies stays consistent: to provide ease, knowledge, and support throughout the trip process. They give personalized systems to help, access to exclusive deals, and 24/7 assistance before, during, and after the trip.

By offering personalized solutions and reducing travel risks, travel companies play a crucial role in allowing enjoyable and stress-free travel experiences for individuals and groups.

There are two types of agencies, retail tour operators and wholesale travel agencies.  These travel companies, as well as tour providers, operate as intermediaries. The main goal is the buying and selling process in the travel business.

The global market size of the travel agency industry is estimated at nearly 296 billion U.S. dollars as of January 2024. ( Source )

Overall, roughly 589 thousand travel companies operated in the tourism industry, with employment reaching approximately three million.

Yam Bahadur Chhetri is a content writer and vivid contributor to the WordPress community and a WordPress enthusiast with an experience of 7+ years in the relative field. He also loves to develop WordPress Themes, Plugins, and custom WordPress development for clients.

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The 3 types of travel and tourism organisations

There are many different types of travel and tourism organisations. From tour operators to airlines, to tourist boards and conservation activists, each organisation is different. However, most travel and tourism organisations can be grouped into one of three categories: private, public or voluntary. In this article I will explain what’s meant by each type of thew types of travel and tourism organisations.

Types of travel and tourism organisations

What is a private travel and tourism organisation, aims of private travel and tourism organisations, tour operators, travel agents, transport organisations and hubs, visitor attractions, accommodation providers, what is a public travel and tourism organisation, aims of public travel and tourism organisations, tourist information centres, tourist boards, local transport organisations, regulatory bodies, government bodies, what is a voluntary travel and tourism organisation, aims of voluntary travelled tourism organisations, pressure groups, types of travel and tourism organisations: to conclude, further reading.

Travel and tourism is big business and there are many different types of travel and tourism organisations. Many argue that the tourism industry is the biggest industry in the world, employing more people than any other industry! There are many different components of tourism , meaning that there are a wide range of organisations that are involved in the operational logistics of tourism management.

The types of travel and tourism organisations can be broadly separated into one of three categories: private, public and voluntary. Below, I will explain what is meant by each type of organisation.

Private travel and tourism organisations

The first, and most common, types of travel and tourism organisations are privately owned. The majority of the travel and tourism industry is made up of private travel and tourism organisations. This includes many of the well-known companies that most of us are familiar with.

A private organisation is one that is owned by an individual person, a group of people or company.

Sometimes private organisations are public limited companies (PLCs). This means that the company is owned by many people who buy shares in the organisation. These shares are sold on the stock market. The price of shares goes up and down depending on the market value of the company.

Private travel and tourism organisations come in all shapes and sizes. Some are small companies, often known as small to medium-sized enterprises (SMEs). Others are large companies, multinational companies and conglomerates.

Staff who work for a private travel and tourism organisation are generally paid a salary. Although travel and tourism salaries are often quite low, especially in developing countries!

These types of travel and tourism organisations have several aims. First and foremost, most private organisations aim to make a profit. Their most dominant motive is making money.

Many private travel and tourism organisations will also aim to increase their market share. This means that the company wants more customers than its competitors.

Private companies will often aim to grow their business and increase their turnover each year. In other words, they want to make more and more money every year.

Increasing revenue can be difficult and complicated. The infographic below gives you some idea of the aspects that need to be considered by a travel and tourism organisation when planning for growth and development.

Image is an important part of being a successful travel and tourism business. Private organisations will often try to portray a good image and/or improve their image. They can do this through taking on social projects , demonstrating a commitment to environmental conservation or through charitable acts.

This is often referred to as corporate social responsibility.

Another way that private travel and tourism organisations can make more money and increase their profit is to diversify the range of products and services that they offer. In other words, the more different products/services that they sell, the more customers that they can potentially attract.

Examples of private travel and tourism organisations

There are many different private types of travel and tourism organisations. In fact, most organisations in the travel and tourism industry are privately owned! Below are some examples:

A tour operator is an organisations who puts together, or builds, a holiday.

There are many tour operators all over the world in all shapes and sizes. You may be familiar with some of the larger brands, such as TUI and Hays Travel.

A travel agent is the person who sells you a holiday. They can also sell individual travel products, such as flights or ancillaries (e.g. insurance, car hire, attraction tickets). There are several different types of travel agents .

Examples of travel agents that you may be familiar with include Cooperative Travel, Crystal Corporate and Virgin Holidays.

Transport is a key component of tourism and there are different methods of transport depending on the holiday.

A hub is a connecting point, where passengers may change transport options. For examples major airports bus station or a railway station.

Examples of major transport operators that you may be familiar with includes British Airways, Virgin Trains and Mega Bus.

Examples of major hubs include London Heathrow Airport, London Waterloo train station and London Victoria bus station.

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Many, but not all, visitor attractions are private travel and tourism organisations.

The types of visitor attractions vary widely, from theme parks to botanic gardens to historical buildings.

Examples of private visitor attractions that you may have heard of includes Disney Land, Paris, the Pyramids of Giza in Egypt and the Brighton Sea Life Centre.

Most accommodatio providers are privately owned.

There are many different types of accommodations ranging from bed and breakfast to caravans to hotels.

Accommodation providers that you may be familiar with include Hilton Hotel, Travel Lodge and Airbnb. Airbnb is a major player in the tourism industry in recent years- you can learn all about this business (and get a discount off of your first booking!) in this article- what is Airbnb?

Public travel and tourism organisations

Public travel and tourism organisations make up an important part of the travel and tourism industry . Public organisations provide many of the essentials fundamentals that enable the tourism industry to function. These types of travel and tourism organisations are less common than private organisations, but are an important part of the travel and tourism industry.

These types of travel and tourism organisations is an organisation that is owned or funded by the government.

Public organisations can be local organisations, i.e. smaller companies theatre based in specific local areas. Public organisations can also be national organisations, i.e. they operate on a country-wide level.

Public travel and tourism organisations will likely have paid staff as well as volunteers, who are unpaid.

The main aim of these types of travel and tourism organisations is to provide services to the public.

Public organisations are allocated funding by the government. The amount of funding that is allocated to a particular area depends on a number of factors, including a needs assessment and the government budget.

Each year the government will decide where and how to allocate money that is raised largely through taxes. You can learn more about how this is done in the short video clip below.

Public organisations should ensure that the best level of service is maintained. However, public organisations often have limited funds compared to private organisations. Therefore service levels are often lower in public organisations theatre directly comparable with private organisations (i.e. they are the same type of business operating in a similar way).

Unlike private organisations, public travel and tourism organisations are not profit-driven. Whilst many organisations do need to make money to survive, their main focus is not profit, but instead is the level of service. This means that prices can be kept lower for consumers.

Privatisation in travel and tourism Privatisation is a controversial topic within the tourism industry and beyond. Privatisation is the process of selling public organisations to private companies. By selling public organisations, the government can raise money and focus their efforts in alternate areas. However, this means that the government no longer have control over aspects such as pricing and service quality. There are many examples of privatisation in the travel and tourism industry. In the UK, British Airways was improved considerably when privatised- under government control the airline was about to fold. On the other hand, since much of British Rail has been sold to private companies prices have risen significantly and there is a lot of dissatisfaction amongst consumers with regards to service levels.

When public organisations make profit, the intention is that this money is reinvested. The money may be reinvested directly into the same business. Alternatively, the money may be allocated elsewhere within the annual government budget.

Examples of public travel and tourism organisations

Public organisations are some of the most important types of travel and tourism organisations. They are often the backbone of the rest of the industry, without which it could not operate. Below are some examples of public travel and tourism organisations.

A tourist information centre (TCI) is an organisation that provides information to tourists.

Tourist information centres will often be located in tourist areas such as towns and cities and coastal destinations. They are also typically found at airports or major transport hubs.

Tourist information centres often provide free information such as maps, apps, brochures and leaflets about tourism in the area.

A tourist board is an organisation whose responsibility is to provide information about and promote a particular tourist area.

Tourist boards can be regional or national. Their job is to encourage tourism in the are within which they are based.

Tourist boards that you may have heard of in the UK include Visit Britain (the national tourist board), Visit Cornwall and Visit Oxford (regional tourist boards).

There are some visitor attractions theatre publicly owned.

In the UK, we have many museums and exhibitions theatre public organisations. The government subsidises entrance costs at some of the public tourist attractions.

By keeping a tourist attractions as a public organisation it enables protection and preservation of the area and of the attraction itself.It also enables sustainable tourism management by assessing capacity levels and visitor numbers.

Public tourist attractions that you may have heard of include the Natural History Museum in London, the Eiffel Tower in Paris and the Great Wall of China .

Many transport providers are publicly owned.

Buses, trains and airports are often public organisations. Although, as I previously stated, sometimes these are privatised.

By keeping public transport publicly owned it generally enables prices to stay lower, although the service may be inferior to private transport companies, who may choose to investor money into their products and services in anticipation of greater financial outcomes.

A regulatory body is an organisation with the purpose of regulating. These organisations will monitor and assess, imposing requirements and rules as needed. Regulatory bodies set standards and enforce compliance.

Regulatory bodies in the UK include the Bank of England and the Financial Policy Committee.

A government body is a group of people who are given the responsibility of exercising governance. These people are responsible for making decisions and agreeing law.

Government bodies are typically separated into sectors of the economy. Examples include the Department of Agriculture and the Department for Education.

Voluntary travel and tourism organisations

The voluntary sector plays an important role in our society. There are many different types of voluntary organisations, some of which can be defined as tourism-based organisations . Lets learn a little bit more about these types of travel and tourism organisations.

A voluntary travel and tourism organisation is a company that is not profit making. For these types of travel and tourism organisations, any profit that is received is directed back into the business, not into the hands of CEOs or shareholders, as would be the case with a private travel and tourism organisation.

Voluntary travel and tourism organisations are often funded through charitable donations or government grants. Sometimes they operate aspart of a legacy.

Some voluntary organisations charge entrance fees to help with maintenance and running costs of the business.

Voluntary travel and tourism organisations will often rely on unpaid volunteers to operate. There will also usually be some paid staff, although salaries in the charitable sector are typically quite low.

For these types of travel and tourism organisations, the aim of a voluntary travel and tourism organisation is to preserve or protect particular areas of society or natural environments.

This can include environmental protection and conservation, such as a turtle breeding programme in Costa Rica or a volunteer tourism project operating in the Amazon rainforest.

Voluntary travel and tourism organisations may focus on the conservation of buildings, particularly if they are of historical or cultural value . They may also work with tourism stakeholders on landscape designs and features, often to ensure that any new development is in keeping with or does not negatively inflict on the current landscape.

Many voluntary travel and tourism organisations will work to lobby or campaign on particular issues. This will likely include cultural preservation, environmental protection and economic distribution. If there is a proposed development thatchy do not approve of, the voluntary organisation will often campaign against it.

Many voluntary travel and tourism organisations will centre around the concepts of conservation and sustainability.

Examples of voluntary travel and tourism organisations

There are many voluntary travel and tourism organisations around the world. Some examples of these types of travel and tourism organisations include:

Some visitor attractions are non-profit, voluntary travel and tourism organisations. Sometimes these are natural attractions and sometimes these are man-made attractions.

Examples include many National Trust organisations and conservation-based projects, such as elephant rescue programmes in Thailand or maorinebiology research programmes in the Great Barrier Reef, Australia .

Some transport is operated on a voluntary basis. This will often be associated with other charitable projects or as an incentive to encourage visitors to visit particular area.

There are a number of charities that are associated with the travel and tourism industry.

Organisations such as World Wildlife Fund and the International Animal Welfare Charity are directly linked with a number of tourism-based projects and initiatives.

A pressure group is an organisation which campaigns for change.

There are a number of pressure groups that are not tourism-based, but that are related to tourism management, such as Animal Aid and Friends of the Earth.

There are also pressure groups that are solely tourism focussed, such as the Aviation Environment Federation or Tourism Concern (note- Tourism Concern has recently ceased operations).

As you can see, there are many different types of travel and tourism organisations. These range from large to small and from profit-making to non-for-profit. There are three main types of travelled tourism organisations, which are private, public and voluntary.

If you enjoyed this article on the types of travel and tourism organisations, I am sure that you will love these too-

• The 10 Major Types of Events
• The 8 Major Types of Cruise
• 150 types of tourism! The ultimate tourism glossary
• 20 Popular Types of Hotels Around The World
• 21 Types of Tourists Around The World

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9 niche travel agency examples

Updated Jul 09, 2024 • 10 min read

In this article

Benefits of choosing a niche

Niches for travel agencies to specialize in, final thoughts.

The tourism market is huge, but fiercely competitive. The leading names are established tourist agencies that have been operating for decades with thousands of clients, so it can feel daunting to even enter the field. The good thing is that you don’t have to squeeze your shoulders to fit in, and can instead reach a different market by starting a niche travel agency.

Specializing in a certain niche can give you an advantage. It allows you to carve a space for yourself in the industry and puts you in a good position to attract clients. It allows you to avoid competing with the giants, while still appearing as a worthy service provider. Here’s how it works.

Credibility. As with every narrow specialization, travel niche operators have the advantage of expertise: specialists know everything about organizing niche tours while regular travel agents take a much broader and less detailed approach. Chances are, you will know much more about your specialism than your big competitors, and you can pitch yourself as a trusted and experienced provider.

Deep expertise. In other words, this narrow expertise helps establish your reputation. When looking for a very specific type of experience, tourists are likely to search for the best niche travel agency for their needs — the one that has provided that perfect experience regularly, for many years. Deep expertise gives you the upper hand in comparison to big travel companies.

Loyal audience. Needless to say, as a niche travel company, your audience will be smaller, but it will also be much more loyal and invested in your tours. This will allow you to take a personalized approach, which will increase customer loyalty even further. You may wish to target the Gen Z travelers, cater to female audiences, or focus on older travelers — more focus means more attention to details big travel companies might overlook.

Higher returns. Specialization and customer loyalty can also allow you to earn more money: travelers who are looking for a niche experience are often willing to pay more for exactly what they need — and your company may be the only one able to offer them that.

Now, if you find yourself wondering how to choose a niche for a travel agency, check out the next section!

There are so many possible niches that you could explore, but we’re going to look at our favorite travel agency niche ideas — the ones we think are most promising.

Nearly all of us are concerned about the environment, and ecotourism is on the rise. It’s no wonder that ecotourism is one of the most promising travel niche trends. The global market for ecotourism was estimated around 181 billion U.S. dollars in 2019, and, according to Statista, will grow more than 80% in 2027. This niche certainly has good prospects, but it also requires a lot of research and constant attention to detail.

Ecotourism is about sustainability — exploring untouched places, being in nature with minimal impact, and often taking part in conservation activities. When it comes to organizing tours, it is your duty to ensure that those principles are respected — you should strive to minimize the possible negative environmental impacts of any tour.

Provide eco-friendly transportation and accomodation options, and prioritize recycling and renewable energy sources — this is where new travel agency software like mobile apps can help you. Beyond your offerings, you should show that your company cares deeply about the environment through its brand and values.

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Gastro tourism

Trying local food and beverages is one of the most exciting parts of any adventure, but for some niched travelers this is their entire reason for a tour. Countries like France, India and Italy are well known for their cuisines, and many tourists are willing to travel far to try famous foods right where they are made.

There are lots of ways to make gastro tours memorable and unique: they can include cooking classes, food and beverage festivals, traditional dining ceremonies and so on. There are also plenty of sub-niches within the niche: you could focus on dessert discovery trips, beer tours, native cuisine adventures — the list goes on and on.

Your main concerns here are health and safety and dietary requirements. When you organize any food tour, you need to make sure you understand where the food has come from and that it’s safe for all your customers to eat.

Wedding tourism

Wedding tourism is one of our favorite travel niche ideas. Weddings nowadays are serious business, with lots of couples seeking unique venues and experiences for their special day to help them create unforgettable memories with their loved ones. You can make a business out of providing them with memorable trips and beautiful ceremonies, and introducing them to local customs as well.

This niche might require flexibility from you, since couples can have unusual and very personal requests — from wanting a limo or helicopter to pick them up, to holding the ceremony on a remote island! You’ll need to find ways to make it work, often by establishing a network of small, local, niche suppliers and providers.

Remember, couples want their wedding to be absolutely impeccable, so you’re going to have to operate to high standards. Before starting a travel business in this niche, ensure that you can make couples’ dreams come true and focus on providing full, 24/7 customer support.

Music tourism

Organizing tours themed around music is one of our most interesting niche tourism examples, and it’s a great idea for multiple reasons. First of all, the sheer number of music events around the world means you’ll always have a focus for your tours, and there are plenty of music-lovers willing to visit them without wanting to organize the trip themselves.

Plus, music tours are highly marketable. It’s easy to market a trip to a festival or concert when your customers are already fond of the musician or performer.

Finally, this type of niche allows for a huge variety: almost everyone enjoys at least one type of music, and you have multiple opportunities to grow your target audience by expanding on your tour offering.

By the way, here at Zoftify we have experience in developing apps for music lovers. Our recent project, Festivalio, is designed to track upcoming music events and book accommodation, flights and festival passes.

Looking for a digital solution for your travel company?

Any niche, any app, any time. Contact our team and we will share our expertise with you.

Local tourism

One of the most sustainable niche travel examples is local tourism. Some clients are curious about their own country’s history and culture, and helping them discover it is also a smart business opportunity.

There are a lot of advantages to this niche. It is usually much cheaper and easier to organize local tours than international tours. You are also much more in control of your customers’ experiences when, for example, you can personally drive to them in case of any emergency.

And of course, you’re operating within the rules and regulations of a country you’re familiar with, so you won’t have to spend extra time studying different countries’ laws to avoid any unpleasant bureaucratic surprises.

When starting a business in this niche, you need to learn enough about your country’s history in advance, in order to organize meaningful and exciting tours. Even a simple field or street might be interesting to visit if it has historical significance — perhaps it was the site of a huge battle, or a famous person’s birthplace. So do your research and then use this knowledge to attract tourists.

Adventure and sports tourism

Hiking, surfing, diving — there are so many activities associated with certain destinations, and they can absolutely drive their own tourism niche. Selling curated tours for avid mountain climbers, kayakers, or skiers can be a solid business model if you know how to provide the exact type of experience they are looking for.

Just remember that sports and similar activities are associated with risk and possible injuries. If you’re going to start a business in this niche, you need to establish robust safety measures and 24/7 customer support to keep your travelers informed and connected. If an accident happens, customers should know that your company is there to help them.

Female-only tourism

Solo female tourism is becoming more and more popular, so understanding this niche would be a sensible idea. Women nowadays feel much more empowered and independent, so solo traveling is only natural.

In order to work in this field, you need to understand your female customers, so that you can provide the services they really want instead of the services you think they want. Everyone is different: some women may like hiking trips, while others prefer staying in luxurious hotels. It is your duty to ensure their expectations are met and that they feel comfortable at all times.

Another important issue is safety — female tourists need to feel secure and confident, especially if they are traveling alone. You have to ensure that everything about the trip is predetermined, safe and inclusive.

Bicycle tourism

Bike riding is a hobby shared by people of all ages and backgrounds, so providing people with an opportunity to explore completely new landscapes while doing their favorite activity is an attractive prospect that your travel company could tap into.

Cycling is an eco-friendly and active way of traveling which means you can provide a very rich and unique experience for your customers. Reaching a certain landmark with other like-minded people can be a profound feeling which makes your trip much more memorable and special.

When working in this niche you need to focus on creating remarkable routes and providing suitable means of access to them — your clients might prefer to take their own bicycle instead of renting one from you. Another concern is your customers’ health — consider your customers’ fitness levels and access to healthcare in case of emergencies.

Dark tourism

This one might sound unusual, but in reality there are a lot of people willing to visit places associated with catastrophic events or dark and intriguing stories. The popularity of Pompeii and the Catacombs of Paris speaks for itself.

However, choosing to work in the sphere of dark tourism requires additional preparation. You need to always keep in mind that your tour may touch on extremely sensitive issues, which have to be taken seriously. Irresponsible marketing may lead to colossal reputational damage, so pay close attention to how you frame your tours.

It is most fitting for tourism of this kind to focus on history and education, so you’ll need to do some research before taking tourists to any unusual locations: the dark and mysterious allure is the main reason for their travel, after all.

The market for tourism is huge, but it’s also filled with established tour operators, so for a new business it would be a good idea to focus on a specific niche instead of trying to compete with the big players. There are many reasons that people travel: be it for food, culture, music, nature or history. Finding a niche for a travel agency requires thorough market research, but can result in a prosperous and well-respected business.

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Founder & CEO

Alex loves travel and tech and founded Zoftify to help travel companies use technology more effectively. Before this, he worked in tech consulting, where he led international mobile development teams.

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What is a niche in the travel industry?

Travel niches focus on the unique and specific reasons that people travel. There are so many reasons why people travel and why there are so many niches within the industry: tourists may fly somewhere to learn more about a certain culture, or to try their hobby in a new location, or to get a taste of a world-famous cuisine. Understanding the specific attributes of travel niches is important when you start a business focusing on one of them.

What are the different tourism niches?

Niche travel markets are so varied that it would be difficult to name them all. For example, there is ecotourism, gastro tourism, music tourism, local tourism, and even dark tourism. Learning more about all of them and thinking about the best niche for your business would be a sensible place to start.

Why is niche tourism popular?

The popularity of niche tourism is explained by its nature. Many people want a very specific type of experience, which a large agency often won’t provide because they take a generalized approach. Start by exploring different travel agent niches to see where you can add value.

Find a Travel Niche: A Step-by-Step Guide

I am a HUGE advocate of agents finding a travel niche. I push for it for multiple reasons—one of which is that having a niche makes it easier to find a host agency  that fits your needs (one of the main points of my site). If that didn't get your tail wagging in excitement, I'm sure the fact that having a travel niche makes it easier to grow your agency—allowing you to make more money—will do the trick. 😊

Repeat after Me: A Travel Niche Isn't Scary.

With internet competition, being an expert helps you differentiate.

Do me a favor. When you think niche, don't get all stressed and think it needs to be something off-the-wall like scholar tours to medieval battle sites.  Your travel niche doesn't need to be complicated or rare (but it can be). Niche travel can mean you're specializing in a certain demographic, a type of travel, a destination, or any other number of things.

Put simply, having a travel niche means you put boundaries on what you sell. It can be a broad niche (luxury travel) or a niche with a narrow focus (educational tours for ESL students). You can't be an expert on everything, so narrow it down and decide what you will be an expert on. With internet competition, being an expert helps you differentiate.

Passion. Passion. Passion!

Finding a piece in the niche travel pie isn't as hard as you might think. With the millions of hobbies, destinations, and types of travelers there are possibilities abound. The key to finding a successful niche for your agency is making sure it's not only a niche but that your heart is into it.

With the millions of hobbies, destinations, and types of travelers the possibilities are abound.

I started a side business earlier in my career. It had great potential, yet it flopped. There was demand, no competition, and I had relationships with my potential buyers. So why did it flop? In hindsight, it's obvious—I didn't have the passion for it. That was a big lesson for me.

When you choose a travel niche, look beyond if there is a market and how much competition you face. Don't forget to make sure you have an undying passion for that niche.

Need a little inspiration? Take a listen to our podcast ( listen to more episodes ) with Boutique Japan and how they found their niche:

Or hear about how a former WestJet employee changed his love of aviation into a travel agency that only sells air while charging a $60-500 CAD ticketing fee per ticket.

DeJuan Shorter, travel advisor and owner of The Timely Traveler, stumbled on his niche: sabbatical travel. Take a look at how that happened in the video below:

Or what about Molly Williams, CEO of The Optimists Travel, who, when she decided it was time to get off the road and settle down at home to start her family, started a travel agency focused on moving bands and their crews across the US and the world during their tours?

Examples of Travel Niches

We had a great idea come in from an advisor taking our 7 Day Set Up program ! Here we have this great article and even a freak'n brainstorming exercise for you... but we don't give examples of any of the common niches in the travel industry. #fail

So, I'm happy to announce, with the help of a 7DSer, we finally got smart. In fact, we took it a step further to create an entire pdf list of niche examples, under some umbrella categories. Is it exhaustive? No. But will it get your niche gears going? I sure hope so! Just click below on the image to download it!

Use these as a guide but don't feel like you have to be limited to these by any means. Remember, this is YOUR business and you get to design it the way you believe is best!

Finding a Travel Niche—A Brainstorming Guide

How in the world can you find your travel niche? Don't worry, I've got a little How to Find a Travel Niche Worksheet to help you. We're going to go over how to do the worksheet below but if you'd like an example, you can also download our completed sample worksheet to see how we did it.

Want to fill one out for yourself? You can download HAR's "Find a Travel Niche Worksheet" below! (If you're drawing a blank, don't worry. We go through the worksheet step by step to help get your brain revving with ideas.)

Below you can subscribe to get HAR's niche worksheet PDF! Just enter your info and it will land in your inbox in a jiffy (new subscribers will need to confirm their subscription, first!).

Below we chat through the worksheet's steps to help get your creativity flowing.

Step 1: Brainstorming Your Travel Niche

Here's a little fodder to help fuel ideas for each of the columns in the worksheet:

Hobbies Column

We already discussed that passion was key to a successful niche. This column helps identify what you love to do, your strengths, and where you're considered an expert already.

• What are you passionate about? (e.g. politics, gymnastics, stitching)
• What do you have in-depth knowledge of? (e.g. wines, gardening, fishing, maritime history)
• What are you good at? (e.g. cooking, stand-up comedy, building rockets) 
• What do you do in your free time? (e.g. genealogy, write, read wedding magazines)

Write down all answers that come to mind without passing judgment. That means adding underwater basket weaving without questioning if it's a passion or just a fad. (Though we really hope it's a fad.)

Network Column

You can be successful without a network but it's much harder since you have to build trust and establish your expertise. Utilizing the networks you already have in place—or ones you can easily break into—is going to save you a lot of time, energy, and money. The most successful agents have an existing network that they were immediately able to market to. This column helps you recognize your connections.

What business networks do you belong to? (e.g. BNI, union, boards)

• What events have you attended recently? (e.g. PTO meeting, tweetup, dog training class)
• What are the common hobbies of your friend groups? (e.g. Hiking, golfing, drinking, scuba diving)
• What groups do you belong to? (e.g. Cancer support group, ski club, bible study) 
• What groups/networks do your close family/friends belong to? (e.g. Your kids, partner, parents, neighbors)

Another one to check out is your FB network. And I've got sad news for you here. It used to be a lot easier to map connections but FB made a change to their API in early 2015 that doesn't allow APIs to pull data on your friends. 🙁 It was SO much easier before! But here's how you can do it manually: 

Manually go through FB friends:  

Tedious, I know. You can either look through your friend list on FB or you can download the data. How do you download your Facebook friends?

• Make sure you are logged in to your Facebook account.
• Click on the “Account” profile pic icon at the top right portion of your screen.
• Go to >>> “Settings & Privacy” then go to >>> "Settings"
• This will bring you to "General Account Settings." From here you click on >>>"Your Facebook Information" (this is below "General Account Settings" on the left)
• On this page, you'll go to >>>"Download Your Account Information ."
• Once you're on this page, you need to enter a date range at the top of the page. From here you can select what info you want to include in your download. For the purposes of this exercise, I recommend at the very least:
• Collaborations
• Friends & Followers
• Once you've made all the selections you want to download, click on the button at the very bottom of the screen >>> "Request Your Download." Once your file is ready, they will send you a notification (mine only took a minute to create).

There are a ton of options for what you can include in your download! It nothing else, it will refresh your memory on groups, hobbies, events, and individuals you've been connected to in the past that may not be top of might!

Destinations Column

Since a travel niche can be a certain destination, this will help uncover any themes in what type of destinations you like.

• Of the places you've been to, what are your favorites?
• What places are you dying to see?
• What do the destinations you listed above have in common? (e.g. castles, weather, good food)

Since we're all travel lovers, this one can get long. If it does, don't worry. Write them all down now and you can go back and group them into common themes later.

Type of Travel Column

This one is a bit harder to explain. I like to think of it as the icing on the cake. It's just another way to discover what type of travel you enjoy and add that as an element to your niche. Consider these questions:

• Is there a particular demographic you'd like to sell to? (e.g. families/groups, seniors, music lovers)
• What price tag would you feel comfortable selling? On this one, don't be afraid to push your comfort zone. Many agents make the mistake of pushing their spending habits on their clients. (e.g. luxury, bargain)
• What type of travel do you enjoy? (e.g. adventure, all-inclusive, tours, groups, independent)

Whew! You're done. Time to take a little break. Come back in 2 days with a fresh mind and run through it again—you'll be surprised what a few days of sitting on it can do for new ideas.

Step 2: Connecting the Dots to Find Your Travel Niche

Now that you've got your list you're going, it's time to take a look and circle the top 3 hobbies and top 3 destinations you're most passionate about.  Don't worry if you have more or less, you can always adjust this next step to work with your chosen hobbies/destinations.

On page 2 of the Finding Your Travel Niche Worksheet, we'll be focusing on actual niche possibilities. Typically, they will come from one of your hobbies and/or destinations. We've created a nice little template on page 2 for you to put your top hobbies and destinations. Each hobby and destination you circled gets its own box. You'll be filling in each box with relevant list items that you have on page 1.

I found it easiest (and more fun!) to cut out the boxes so I could easily move them around. Specifically, I would take one box at a time to work on, place it on page 1 and go down my lists to see which items fit with that box's hobby or destination. If you're working on a hobby, take a look at the Destinations column first. If your box is for a destination, start with the hobby column.

To start, you're looking for connections between your columns. The common factor between those columns is they're all driven by some sort of passion—a must to be successful. Write down the topics that fit together well in your Niche Possibilities boxes. 

Warning: Some of your topics may just never pan out. You can always come back if inspiration strikes on something you thought was a dead end. For me, I could not think of a way to incorporate my love of dogs into a travel niche I would enjoy. Finding dog-friendly hotels around the US or learning the rules of moving dogs around? No thanks.

Narrowing it Down Even Further

Once you've put together some possibilities from your hobbies and destinations columns, you're going to add your travel type column into the mix. This narrows the funnel even more. Does your current list of hobbies/destination groupings fit into the type of travel you want to sell? For instance, my ski hobby and cold weather destinations fit well with my love of adventure and group travel.

Don't feel that you can only pick one item from each column. You can mix and match with multiple topics from each column to create your travel niche.

If you can't find an obvious fit, look for a way to customize it to fit your passions or set it aside.

One last thing. Don't feel that you can only pick one item from each column. You can mix and match with multiple topics from each column to create your travel niche. You could have adventure travel for groups and singles to a certain destination. Or trips for women-only to multiple destinations. It's up to you.

The Final Test

The hope is that since your circles in life are usually based on common interests, you'll have some networks already in place—people who see you as the expert for your niche.

Your possibilities should be looking great. Mouth-watering, actually. Now the final test to see if this is a realistic possibility is to think about how easy it's going to be to find clients. You want to find out if you have an existing network to tap into. So let's take a look at your network column.

The hope is that since your circles in life are usually based on common interests, you'll have some networks already in place—people that see you as the expert for your niche or participate in your hobby with you.

If you do find some networks that work, write them in the box.

If you don't have a network, all is not lost. Having an existing network helps tremendously but not having one shouldn't deter you. Brainstorm ways you can break into that niche's target market. Don't forget to check the InMap and Facebook Map we discussed above to find people that may be able to open up doors for you.

Your Niche List

As I started filling in the boxes I would think of other ideas that weren't originally on my lists but I thought would really fit in well with that box. Don't be afraid to add them! That's the best part of brainstorming, you never know where it's going to lead!

This worksheet should leave you with a decent list of travel niche possibilities. And not just any travel niches, but well thought out niches that fit your personality and that you believe in. If you had a really hard time narrowing your list down to just 3 hobbies and 3 destinations, or maybe you had 5 destinations that most interested you, don't worry. Print off as many copies of page 2 as you need but remember, the point of this exercise is to narrow it down to those you are most passionate about!

Next up, you need to sit down and decide which travel niches are most feasible, work with your lifestyle, and start doing some competitive intelligence! Maybe it's time to choose a travel agency name ? Or learn more about starting a travel agency from home?

Need More Guidance Starting an Agency?

Finding a niche is just one piece of a very complex puzzle of starting an agency. If you're wanting more help nailing down a niche to help get your agency off the ground, check out HAR's new course on starting an agency, The 7 Day Set Up Accelerator Course .

The course is written and taught by yours truly and Bridget Lee, a professional educator with deep roots in the travel industry. Maybe you notice a last name similarity? We're sisters and we both came up in a family that is deeply rooted in the industry. Check it out !

Congrats—you made it through! I hope I encouraged you to find a travel niche for your travel agency and led you through how to find one you love. When starting up, it's easy to fall prey to the "I'll take any booking I can get" mentality and avoid a niche. Start strong and know exactly what your business is and where you want to go with it. Good luck and let me know what travel niche you end up with!  Find me on  Facebook ,  LinkedIn and Instagram .

Photo Credit:  Jniceliem

[Editor's note: This post was originally published Aug. 14th, 2012, and was updated on publish date listed.]

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Marketing plan for a travel agency (examples).

Get a watermark-free, fully customizable marketing strategy in our business plan for a travel agency

Designing an effective marketing strategy is essential for any travel agency looking to stand out and captivate travelers in today's bustling tourism industry.

From harnessing the power of digital platforms to crafting unforgettable travel experiences, this article offers a guide to creating a dynamic brand identity and fostering enduring relationships with clients.

Arm yourself with the insights to devise a marketing plan that not only engages potential explorers but also inspires them to become ambassadors for your travel agency.

And, if you're in search of a ready-to-use marketing strategy that's fully customizable, be sure to explore our business plan template designed specifically for travel agencies .

What is exactly a "marketing strategy"? Should you have one for your travel agency?

A marketing strategy for a travel agency is your roadmap for attracting travelers and building a loyal client base.

It involves identifying your target audience, determining the best channels to reach them, retaining their business, and clearly conveying the unique experiences your travel agency offers. It's a holistic plan that not only draws clients in but also provides them with such exceptional service that they become repeat customers and brand ambassadors.

Why do people develop a marketing strategy? Because without one, you're navigating without a clear direction.

A deliberate marketing strategy ensures that every penny and every minute you spend on promotion is targeted towards specific objectives, such as increasing brand visibility, growing your client list, or promoting exclusive travel packages. For a travel agency, this might mean leveraging a combination of online marketing, partnerships with local businesses, travel expos, or creating engaging content that showcases your expertise and the unique destinations you offer.

The advantages of a carefully crafted marketing strategy, similar to the one you'll find in our business plan template tailored for travel agencies , are numerous. It helps you use your resources wisely, focusing your efforts where they have the greatest impact. It distinguishes you in a crowded market by highlighting what sets your agency apart—whether that's your personalized travel planning, exclusive access to certain destinations, or special deals. A solid strategy also provides a framework for measuring success and refining your approach as necessary, ensuring that your marketing initiatives keep pace with your business and industry trends.

So, should you create a marketing strategy if you're launching a new travel agency? Absolutely.

Starting a travel agency without a marketing strategy is like setting off on an expedition without a map. You might find your way eventually, but it will be less efficient and potentially more costly. Beginning with a clear strategy enables you to make informed decisions that attract clients right from the start.

Is it useful for you? Undoubtedly, especially if you aim to ensure that your travel agency doesn't just attract clients but also fosters a community of travelers who return and refer others to you.

A marketing strategy allows you to better understand your clients' preferences, customize your travel packages to suit their desires, and communicate with them effectively. It's not only about convincing people to book a trip with you once; it's about creating a reputable brand that they trust and turn to for all their travel needs.

How to develop a strong marketing plan for your travel agency?

Developing an effective marketing strategy for your travel agency is about inspiring wanderlust and convincing customers to book their next adventure with you.

Your strategy should be targeted, inspiring, and interactive. Here's a 10-step action plan to create a marketing strategy that resonates with potential travelers.

What are some examples of marketing initiatives for a travel agency?

Here's a table we have prepared for you, with 20 actionable and specific marketing initiatives that you, as a travel agency business owner, could implement to attract new clients and boost your sales.

Examples of marketing strategies for a travel agency

Below are three different (very concise) examples of marketing strategies tailored for a Boutique Travel Agency, a Luxury Travel Concierge, and an Adventure Travel Company.

If you need something more developed, go check our business plan template for a travel agency .

Boutique Travel Agency Marketing Strategy

Luxury travel concierge marketing strategy, adventure travel company marketing strategy.

You can also read our articles about: - how to fill a Business Model Canvas for your travel agency - how to segment the customers of your travel agency - how to make a competition study for your travel agency - how to start a travel agency (guide)

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How partnering with other travel businesses can help you drive tour bookings

By Rezdy — 24 Apr 2015

agent bookings   distribution   online bookings   partnerships

Updated September 2024 – Like the world around us, the travel industry is incredibly interconnected – and for a good reason. Successful travel businesses, including tour operators, travel agents, and travel agencies, capitalize on this fact by forging mutually beneficial partnerships in tourism with other businesses to reach new customers, enhance travel experiences, and drive tour bookings. It might seem contradictory to partner with the ‘competition’, but in actuality, it’s an incredibly valuable form of marketing that can also be one of the main types of tourism distribution channels .

Why tour operators should focus on partnerships

Partnerships are important in all industries, but they play a particularly critical role in the tourism industry. By forming strategic partnerships, tour operators and travel companies can optimize their business operations and increase their customer base, whether they operate locally or in broader markets such as Europe.

Business partnerships enable you to seek out potential partners and new customers that you wouldn’t have been able to reach otherwise. They also are a great way to actively support the local community and small businesses in the area. A destination in which travel businesses all work together ultimately creates a more tourist-friendly environment. This in turn actively contributes to a thriving tourism scene that is dedicated to enhancing the customer experience of tourists in the region and attracting more business.

7 types of tourism partnership examples to consider

You might be surprised to learn that examples of partnerships in travel and tourism extend far beyond just travel agents, DMOs (Destination Marketing Organizations), and OTAs (Online Travel Agents). Local strategic partnerships can take almost any form and will ultimately depend on your unique context, personal connections, and business structure.

Here are 7 key travel and tourism partnership examples that every tour and activity business should carefully consider:

1. Travel agents

Travel agents, both online and offline, were the original players in the travel game, making them fantastic travel and tourism partnership examples. Concierges and retail travel agents used to be the only source of reliable information about a new destination. However, the internet has now changed the industry forever.

Now, concierges and retail agents are used all over the world to help personalize and customize travel itineraries. By developing mutually beneficial relationships with concierges and other offline agents, you can ensure that your tours and activities will be recommended to their guests and clients. They are considered a trusted source of local knowledge, and your bookings will increase when they promote your business.

2. Online Travel Agents (OTAs)

When discussing valuable partnerships in the tourism industry examples, it’s impossible to not mention online travel agents. Developing a relationship with OTAs , such as Viator, Groupon, or even Tripadvisor, is essential when you are a tour and activity operator in the 21st century. OTAs will provide you with the online distribution you need in order to access niche markets, new travelers, and potential customers you never would have been able to reach prior to the advent of the Internet.

For example, you could design a promotion with daily deal websites. This promotion would then be targeted to a specific audience that would be interested in booking your services. It may be an investment to work with these agents and set up your channel management software to support this partnership, but the payoff is worth it when you reach a plethora of potential customers. OTAs, daily deal sites, experiential gifting sites, and government tourism sites are all valuable partnerships to consider.

3. Hotels and hostels

4. Local cafes and restaurants

There are lots of creative ways that tour and activity businesses can partner with local cafes and restaurants. This can include providing coupons and discount codes to travelers or visiting local cafes and restaurants as an advertised component of your tour. Visiting cafes and restaurants can further enhance your tour by providing an authentic experience that showcases local cuisines, thus enriching the overall travel experience for your target audience.

5. Local businesses

There are numerous kinds of local businesses that tour and activity providers should consider partnering with. Getting out into the local community will inevitably open up new opportunities to partner with small businesses.

Small, independent retailers are particularly valuable partners for travel businesses offering tours and activities. After all, shopping is an important part of the travel experience. Depending on the tour that you provide, visiting local shops can improve customer satisfaction and help support the area’s economy in the process.

6. Travel content creators and influencers

In a world that spends an ever-increasing amount of time online, partnering with a social media influencer is particularly valuable for travel businesses as it allows them to showcase their unique selling points to a wide audience. Depending on the influencer, this partnership can simultaneously boost your business’s prestige.

But partnering with travel content creators and influencers offers more than just increasing your visibility. It also provides social media users with a deeper insight into your tour and activity. When managed properly, partnering with influencers can strike intrigue in potential customers as they view the content created by the influencer and envision what it would be like to experience your tour or activity for themselves. Sharing testimonials and positive reviews from these collaborations can further enhance your marketing efforts.

7. Other tour and activity operators

It may seem counterintuitive to work with other tour and activity operators, but the fact of the matter is that travellers today want to book package deals . It is easier and more convenient to book a package that includes accommodations, meals, and activities for one set price.

By networking with other tour operators whose activities complement yours, you can create a desirable and affordable package for your potential customers. This partnership in tourism helps to reduce your marketing and promotional costs, and also allows you to reach a broader audience. Someone who is interested in booking an excursion with another activity provider now knows that your company exists and that it offers complementary services that will make their holiday more enjoyable and memorable.

The best business partnerships are mutually beneficial

Travellers today want to be able to instantly book their experiences, as this is both convenient and efficient. By equipping your business with an online booking software that allows customers to self-book at their own pace, you’re leveraging your overall user experience and improving the functionality of your booking process.

For instance, Rezdy is a travel booking software that actively helps tour and activity businesses maintain valuable business partnerships. Not only will you be able to easily manage all your admin duties from one platform, but most tasks will also now become automated with the help of a booking software like Rezdy. This allows you to focus more on your marketing strategies and less on the booking process.

Through Rezdy, you can invite your travel partners and business connections to resell your tours, excursions, and activities for commission on this unique tour marketplace platform, Rezdy Channel Manager . This approach can significantly improve your metrics and provide real-time data to adjust your marketing campaigns accordingly. It also allows for seamless collaboration with DMOs, tourism boards, and other potential partners through platforms like LinkedIn, where networking and referrals can help expand your tourism business.

Curious to see how Rezdy can cater to the unique needs of your business? Start your free 21-day trial or book a demo today.

If you enjoyed this article – 7 Examples of Partnerships in Tourism and Travel – then make sure to subscribe to the Rezdy newsletter, where you’ll receive up-to-date resources from marketing tools, tour operator tips, business operations advice, and the latest industry news. By staying informed, you can continually optimize your travel business to meet the evolving needs of your target audience.

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4 scenarios when you should use a travel agent

Editor's Note

If you're a points-and-miles-wielding expert traveler, you may not immediately think of using a travel agent to book your getaways . However, there are times and situations when using these services can be of great benefit.

A good travel agent can be a game-changer when it comes to helping you book your ideal trip and receive the best services once you arrive at your destination. Travel agents can also be of great assistance when things go wrong, especially during this summer of excessive flight delays and cancellations .

Agents can often secure the best room in a hotel or the top cabin on a cruise ship. Sometimes they can even secure complimentary upgrades, breakfast benefits or food and beverage credits, and free spa treatments during your stay.

When it comes to making the right decisions about when to travel, what sights to see and which guides to hire, agents can act as advisors. An excellent travel agent can be the difference between an OK experience and the trip of a lifetime.

Here are four times when you may want to use a travel agent:

Booking a hotel with extras

Your travel agent can become a trusted friend over time. Before you're ready to turn over all your travel planning to a travel adviser, test the waters by collaborating on a simple trip request. You'll want to see how the agent operates, communicates and arranges extra perks and deals. Avoid a complex or elaborate request on the first go-round.

Start by having a travel agency book your hotel arrangements with a few specific requests for extras baked in, such as airport transfers or spa services .

Start with an agent who is part of a major travel consortium such as Virtuoso, Travel Leaders Network, Ensemble Travel Group or Signature Travel Network. Each of these networks provides a suite of benefits to travelers who book with them. If you're familiar with the perks of the American Express Fine Hotels & Resorts program or the Chase Luxury Hotel & Resort Collection , you'll know what we mean. Extra benefits for booking can include space-available upgrades, free breakfast, additional food and beverage credit, a free spa treatment or a round of golf.

Related: This new travel company will pair you with local experts

You can work with a travel agency that fits your style. This may be someone from a large company based in a major city with dozens of agents, or it may be someone from a more boutique option such as the family-owned and operated Ourisman Travel. (Ourisman Travel is a travel consultancy affiliated with Brownell Travel, one of the oldest travel agencies in the U.S., and also a member of the Virtuoso network.)

What's nice about Ourisman and any Virtuoso agency is that you can have your travel agent do all the work. You can also use the Virtuoso booking tool to make quick, easy reservations. Once your reservation is in the system, your agent swings into action to let the hotel know a VIP is on the way and arranges for any extras, whether it's a Virtuoso perk or one from a credit card program.

It's also possible to stack benefits. If you book your trip with The Platinum Card® from American Express , your agent can secure your Amex FHR benefits; you may also be entitled to additional perks from the agency, its travel consortium or the hotel, cruise line or tour company.

When you're short on time

Not everyone has weeks to spend crafting the ultimate itinerary and keeping watch on every flight deal (although TPG can help you here) . Fortunately, you can rely on a savvy travel agent to step in and plan your vacation when your time is crunched . Otherwise, you might not be able to pull off the travel arrangements on your own, or you might end up spending more for your trip than you should.

When facing a planning time crunch, look for an agent who specializes in the type of trip and destination you have in mind. If you're looking for a beach villa on a Caribbean island , find a travel advisor who has experience booking this sort of trip.

One example is Villas of Distinction, which has been around for more than 25 years and has a vast network of properties. Your travel advisor there can offer advice on which properties are best suited to your needs, what's available and how to book the villa. You can also use your American Express Membership Rewards points to book a villa through the agency, an added benefit to finding a good application of points.

Agents specializing in villa rentals usually have strong networks on the ground, so they can assist with chores such as stocking the villa with groceries, booking a chef or securing the best masseuse on the island for poolside treatments.

Related: Everything you need to know about Homes and Villas by Marriott

When your travel plans are specific and complex

The more complex and specific your travel goals are, the more experts in that destination or trip style can help you.

For example, every year, travel guru Wendy Perrin puts together a WOW List that features experts in the travel-booking field. The agents, advisors and destination specialists on Perrin's list aren't booking budget cruises and all-inclusive vacations for people as a side hustle. The agents on the WOW List are the real deal with plenty of expertise in their subject areas.

Say you want to explore Africa and go on a safari, but you don't know where to begin. Consult the WOW List and you'll see she recommends individuals with an encyclopedic knowledge of the continent.

The WOW List features advisors who can create custom safaris in East, Central and South Africa as well as niche destinations like Madagascar. The website provides a synopsis of the agents' expertise as well as links to reviews and insider guides written by Perrin and her team.

This is an excellent resource for learning about the best attractions, cutting-edge travel trends or finding out-of-the-ordinary experiences, and shows how contact with local agents, rather than anonymous trip reviews, can be a great advantage in planning a trip.

Related: Everything you need to know about going on safari in Africa

When you're looking for value

Travel agents often have access to room rates and cruise fares not available to the general public. This is especially true of agents who specialize in specific cruise lines. When a cruise line needs to fill a sailing, it may reach out to its top agents to extend special fares for their clients. You'll only hear about these offers if you have a top agent who sells cruises on the lines you love.

Related: Why now might be the cheapest time to plan a cruise

For example, Keene Luxury Travel, a member of the Signature Travel Network, has relationships with all the top luxury cruise lines, especially Regent Seven Seas. As a result, your agent can offer shipboard credits, special fares for solo travelers, deals for families traveling with children and more. The agency also has its own KLT Rewards program. With KLT Rewards, you'll get cash back on every sailing, about 10 days before you set sail. Plus, if you book a trip hosted by the agency's owners, you'll get a bump in the amount of your reward for booking with them.

The best part about working with specialty agents like those at Keene Luxury Travel? You can stack deals. For example, you can book a hosted trip to get the usual 5% KLT booking reward, plus an enhanced reward for booking a group trip. On top of that, you could also receive the onboard credit that's a Signature Travel Network perk.

Bottom line

Whether you're booking a weekend getaway in a U.S. city or planning an around-the-world extravaganza that includes an African safari , Antarctica cruise and a stay in an igloo hotel , consider using a travel agent. An agent can help get you on the right trip, at the right time for the right price.

They can help find the best rooms, book services you didn't even know existed and tie all the pieces together on a complicated itinerary.

A travel agent can be particularly beneficial if you don't have the time to do all the research yourself, or if you're looking for help in getting the best deal. It's also helpful to use an agent if your trip targets destinations or itineraries that can benefit from local experts,

If there's ever a problem during a vacation — which seems to happen more often than not these days — it's great to have a problem-solver who is just one phone call or email away.

Additional reporting by Bill Fink

The Complete Guide to Booking Travel Online

What is an online travel agency, and what are the best sites and apps to use to search for hotels and flights we break it all down for you..

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There’s a lot to navigate when researching and booking travel online.

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My first travel adventure was to Venezuela. I booked the ticket with a travel agent over a pay phone. The agent searched a dozen flight itineraries over a few days, all so I could save $15.

Times have changed. Today, flight searches start online , often on your mobile device. Passengers book either directly with the airline or hotel or with online travel agencies. Rarely do we get on the phone. In fact, American Airlines and United Airlines charge $25 to make a domestic flight booking by phone. And pay phones hardly exist anymore.

So, what is the best way to book online? Here is our complete guide to online travel agencies, search tools, and the variety of booking options available on both mobile devices and desktops.

What is an OTA?

An online travel agency, or OTA, is a website or mobile app that allows users to search for and book travel services such as flights, hotels, car rentals, cruises, and activities. The booking is made directly with the online travel agency but confirmed by the service provider, such as an airline or a hotel. As a customer, your relationship is with the OTA.

What are the main OTAs?

Many online travel agencies nowadays are owned by two main companies: Expedia and Priceline. The Expedia Group is the largest online travel agency in the United States with 70 percent market share, according to travel data firm Phocuswright. Expedia Group operates Expedia.com , Orbitz, Hotels.com , Trivago, CheapTickets , Hotwire , Vrbo , and Travelocity .

Priceline is a major competitor to Expedia, with global revenues larger than the Expedia Group. The company owns Priceline.com, Booking.com, Cheapflights, Momondo, and Kayak—the latter two being metasearch engines (more on that below).

There are also independent newcomers such as Hopper (a mobile-only booking tool) and Kiwi.com (which allows you to book flights on air carriers that don’t normally have a commercial relationship).

Are OTA fares lower than booking directly?

Generally, no. The fares that are displayed by an OTA will be similar if not slightly more expensive when compared to an airline’s website. They’re usually only a few dollars higher or lower. The OTAs charge a booking fee to the airlines, and often that fee is passed directly to consumers. For example, Lufthansa tacks on an additional $18 to any booking made through an OTA for Lufthansa flights. The same flights are exactly $18 cheaper on the airline’s website.

Where you can score a good travel deal through an OTA is when booking a last-minute hotel and flight package. Many OTAs have cut agreements with airlines allowing last-minute travelers to access lower rates than are typically available when passengers book a flight alone.

Are all airlines available to be booked through OTAs?

No. Many OTAs do not display flights from some of the low-fare leaders. For example, Southwest and Allegiant flights are not available through OTAs; the same goes for Ryanair in Europe. And, earlier this year United Airlines threatened to pull out of Expedia altogether, only recently signing a multi-year agreement to stay in. The airlines would rather not lose any margin to online travel agencies in an already low-margin industry and would rather maintain a direct relationship with the customer.

Are smaller OTAs safe to use?

Expedia and Priceline are the two largest players in the online booking space, but there are dozens of independent OTAs, such as CheapOAir, OneTravel, JustFly, and SmartFares. Confusingly, you might actually stumble on ads for these OTAs while using Expedia or Priceline sites. That’s because the larger OTAs earn revenue through advertising, sending passengers to smaller OTAs and charging those OTAs for the favor.

Buyer beware: some of these lesser-known OTAs are masters at hidden fees. For example, a flight search on JetBlue allows for free seat selection in many instances. If you perform the same search on FlightNetwork, an independent OTA, and select a seat, you will be charged an additional $25—despite the fact that JetBlue doesn’t charge a seat selection fee if you book directly.

What if you need to change your itinerary?

Itinerary changes are often a pain. If your plans change, it won’t matter whether you’ve booked directly with an airline or with an OTA—you’re going to pay fees for the privilege, if you can even change your ticket at all.

For example, CheapTickets.com, which is part of the Expedia Group, charges $25 to change or cancel a ticket if that change is requested after 24 hours of making the booking—it is free if you do so within 24 hours of booking. However, the fees go up from there. JustFly, an independent OTA, charges a $75 fee for changes to domestic flights in addition to airline change fees, plus the difference in fare, for tickets that can be changed. For an international trip, the fee rises to $200. That means to change an international flight with Delta (which charges a $100 change fee) booked through JustFly, you’ll be assessed $300 in fees, plus the difference in fare. At that rate, you may as well book a new flight. FlightNetwork indicates in its terms of service that changes may incur a change fee but doesn’t specify what those fees are. That hardly makes the few dollars you saved by booking with the OTA in the first place worth it.

What is an OTA price match policy?

To assure travelers that they are getting the lowest fare possible, many OTAs have a price match policy. The rules vary and so do the benefits.

For example, if you book with Orbitz and find a less expensive flight, car rental, or activity on any U.S.-based website within 24 hours of your booking, Orbitz will refund you the difference you paid. And it works: I have personally found a flight in the same class, on the same airline, for the same origin and destination cities, and requested Orbitz to refund the difference of around $35. Within a few weeks, I received a check in the mail. A similar program applies for CheapOAir, but there’s a catch—the price difference must be found on a major OTA such as Expedia or Travelocity.

Expedia has a particularly good price match policy, but you have to pay extra for it at the time of booking. Expedia offers the price match option as an add-on that costs between $5 and $30 when you book. With the price match applied, if the airfare on Expedia drops between 120 days of the flight and up to six hours before the flight, Expedia will automatically refund you the difference in fare. Unfortunately, fares generally do not drop substantially as the travel date approaches, so while this might give you peace of mind, it’s probably not worth the expense.

How do Google Flights and other travel metasearch engines work?

Frequent fliers are likely familiar with websites such as Google Flights, Kayak, Momondo, or Skyscanner. On these websites, passengers search on the site but are redirected to the service provider to complete the booking, such as an airline, rental car company, or hotel.

Metasearch started with a product called ITA Matrix, which is a tool for searching airfares online but not for actually booking online. ITA Matrix allows for multi-city searching, such as setting two different departure or arrival airports, and for offering a calendar view of fares for easier comparison. That company was acquired by Google in 2011, and savvy travelers swear by it to help find the least expensive fares online. Most consumers are more familiar with Google Flights, which has gained traction more recently not least because it has the benefit of being displayed first in search results on Google.

Metasearch engines receive distribution fees from the airlines for sending traffic to the supplier websites. There are no additional hidden fees for using a metasearch engine because you’re booking directly with the airline or hotel.

A major benefit of the metasearch engines is their price tracking tool, which lets users know whether the displayed fares are low, average, or high for the flight, allowing travelers to make a more informed decision on whether to book a flight or not . Google Flights and Kayak, for instance, both have price tracking tools.

Why not just book directly?

The airlines would definitely much rather you book directly with them. Over the past five years, they have gotten much better at marketing and selling their product directly to consumers online and through mobile sites and apps. But in the past, they weren’t so good at it. In fact, Delta, Northwest, United, American, and Continental got together to invest $145 million to launch Orbitz in 1999 to counter the threat from Expedia. Now Orbitz is owned by Expedia.

The airlines also try to encourage customers to book directly so that they can maintain a closer relationship with them. It allows carriers to connect bookings with loyalty programs and create special offers and discounts catered to individual passengers.

There is another benefit to booking directly. The U.S. Department of Transportation requires carriers to hold a reservation at the quoted fare for 24 hours without payment or allow a reservation to be cancelled within 24 hours without penalty, so long as the booking is made at least seven days before travel. The law applies, however, only to U.S. and foreign air carriers that have websites marketed to U.S. consumers. This means that, in theory, an online travel agency does not have to offer such a policy, although most OTAs do.

What are the options for booking on your mobile device?

Airlines and the major OTAs all have apps to help you book and manage your trip on your mobile device, but their functionality is lacking compared to these websites’ desktop editions. For example, Expedia’s app doesn’t allow you to view flights on a month-view calendar. Kayak has an app with more bells and whistles and a better user interface, including a month-view calendar with color-coded pricing. It also has a handy “augmented reality” function to help you see if your carry-on bag will fit in the overhead bin (a feature originally developed by KLM). Point your phone’s camera at the luggage, and it’ll give you the dimensions.

While apps are improving and gaining in popularity, you still might find it easier to locate the best deals on flights and hotels by using your desktop, where you can have multiple tabs open and have all the available search tools at your disposal. Apps are fine for booking directly with an airline once you know which flights you want to book.

If you’re determined to use your mobile device, you may want to look into Hopper. Hopper is a mobile-first flight booking tool that has a solid price prediction tool. You can research travel options and book directly on the app. Another benefit of Hopper: Of its team of 300 employees, nearly half are dedicated to customer support and are based in Canada versus some OTAs and airlines that outsource much of their customer service further afield.

The bottom line?

Like many travelers, I enjoy a flight deal as much as the next person, but I also don’t like any added hassle. I typically start my travel searches using the ITA Matrix or Google Flights to get a general sense of the fares. It helps to know what is a good deal and what is expensive for a particular route. I do my research, typically on a desktop computer. When I’m ready to book, I’ll book directly with the airline. I’ve found that customer service is better when booking directly with the service provider. But I’ve also saved money by using OTAs and have booked with them, too. Whichever way you choose to book, you can be safe in the knowledge that finding and purchasing travel online is a lot easier today than searching for a deal with a travel agent on a pay phone.

>> Next: How to Get the Best Last-Minute Travel Deals