Pros and Cons of Booking with a Travel Agent: 2025 Edition
- Darian Abraham
- Apr 1
- 6 min read
In the age of online booking engines, you might wonder if travel agents are still relevant. Surprisingly, they are — and in growing numbers. A 2023 study from Host Agency Reviews found 50% of travelers are now more likely to use a travel advisor than in the past. So what’s behind the resurgence? Here’s a look at the benefits, drawbacks, and trends around using a travel agent in 2025.
📌 Table of Contents
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✅ Benefits of Using a Travel Agent
1. Expertise and Personalized Service
Travel agents offer deep destination knowledge, insider tips, and tailored planning. Whether it’s boutique hotels in Paris or hidden-gem tours in Japan, their expertise comes from training, personal experience, and supplier relationships.
According to Simon-Kucher & Partners, 50% of U.S. travelers opted for a personalized trip over a one-size-fits-all package. Agents take time to understand your preferences, budget, and goals, crafting customized itineraries that go beyond what algorithms can offer.
2. Time Savings
Planning a trip can be time-consuming. A 2024 Priceline study found that travelers spend an average of 16 hours planning a single trip — equivalent to two full workdays.
The American Society of Travel Advisors (ASTA) reported that working with an agent saves travelers about 4 hours of planning, while also helping them avoid common mistakes. For busy individuals or those overwhelmed by choices, this time-saving can be a major perk.
3. Access to Exclusive Deals and Perks
Agents often have access to “unpublished” rates, added amenities, and supplier promos that aren’t visible to the public. This could include room upgrades, resort credits, or VIP experiences.
An ASTA survey found that 64% of travelers received better value or perks by booking through a travel agent compared to booking on their own. These benefits are often tied to agents’ industry affiliations, consortia, or long-standing supplier relationships.
4. Emergency Support
When things go wrong — canceled flights, overbooked hotels, natural disasters — having a travel agent can be invaluable. Rather than spending hours on hold with airlines, you have someone working on your behalf to rebook, reroute, or advocate for you.
During disruptions (e.g., the pandemic, system outages, weather delays), agents have acted as "wish-granting genies and concierges," according to ASTA. That peace of mind is a major reason why many travelers now turn to professionals for complex or high-stakes trips.
❌ Drawbacks of Using a Travel Agent
1. Less Control Over Planning
If you enjoy being hands-on — comparing dozens of hotels, using travel spreadsheets, or booking flights at 2 a.m. — you may find working through an agent slows things down or removes the DIY element.
While many agents are collaborative, handing over trip planning can feel like giving up the wheel.
2. Potential Fees
Some (not all) travel advisors charge service or consultation fees, especially for detailed itineraries or airfare booking. These might be flat fees (e.g., $100) or percentage-based, and they aren’t always refundable.
While agents often deliver enough value to justify the cost, travelers on tight budgets may hesitate, especially when self-booking feels "free." There are plenty of travel agents that do not charge any extra fees though so do you research if you think its worth it to go with one that do charge a fee.
3. Not Needed for Simple Trips
For straightforward travel — like a quick domestic flight or hotel you've stayed at before — using an agent might be overkill. In these cases, booking directly online can be faster and easier.
Agents shine most when planning multi-stop, international, or experience-rich trips.
4. Limited Options or Supplier Bias
Some agents prefer working with specific vendors or brands they trust (or who pay better commissions). That may mean you miss out on certain low-cost airlines, boutique hotels, or vacation rental platforms like Airbnb.
A good agent should be transparent about their recommendations — but it’s worth asking how broad their search is.
5. Delays in Communication
When using an agent, you may have to wait for them to respond or make changes on your behalf. If you like instant booking or often change plans last-minute, this added step could be a minor inconvenience.
👥 Who’s Using Travel Agents in 2025?
Millennials & Gen Z
Younger travelers are embracing agents more than expected. In fact, 38% of Gen Z and millennials said they preferred using a traditional travel advisor over online booking (Business Insider, 2023).
Reasons? Travel fatigue, a desire for personalized experiences, and a growing trend toward curated, Instagram-worthy adventures. Many of these travelers value their time and are happy to outsource the planning to experts.
Gen X & Baby Boomers
Surprisingly, older generations are less likely to use agents now. Business Insider found that only 12% of Gen X and 2% of Baby Boomers preferred traditional travel advisors.
Boomers often book directly with airlines or cruise lines (63%, per HospitalityTech), leveraging loyalty points and established routines. Gen X grew up with DIY platforms like Expedia and may default to self-booking unless the trip is complex.
📊 What’s Driving These Trends?
Demand for Personalization
The desire for unique, tailored travel experiences is a key driver behind the resurgence in agent use. Simon-Kucher reports a global rise in personalized travel, especially among younger travelers who expect custom recommendations, not cookie-cutter itineraries.
Digital Fatigue
While online booking is easier than ever, it can also be overwhelming. A 2024 Priceline study found that 22% of Americans called itinerary planning the most frustrating part of trip planning.
Endless tabs, contradicting reviews, and decision paralysis are prompting some travelers to outsource to advisors for simplicity and peace of mind.
Trust and Security
Working with a travel agent offers many travelers a stronger sense of security. Whether it’s avoiding scams, protecting personal information, or simply having someone to call if things go sideways, many appreciate the trust-based relationship that agents provide.
Post-pandemic complexity (think testing rules, visa changes, or shifting airline policies) has also increased reliance on professionals for up-to-date advice and flexible planning.
🔮 What’s Next: The Future of Travel Planning
Hybrid Booking Models
Expect more tools that blend DIY and professional support. Platforms may let travelers build a rough plan online, then hand it off to an agent for fine-tuning. AI-assisted itineraries with human follow-up are already emerging.
Companies like Expedia and Booking.com are testing features where real agents assist in the digital journey — combining tech convenience with expert insight.
Evolving Agent Roles
Today’s “travel agents” are often called travel advisors or consultants – acting more like designers, coaches, or concierge-level partners. Some charge subscriptions for ongoing travel planning. Others specialize deeply (e.g., wellness, luxury, family travel, or heritage trips).
The agents thriving today are those offering high-touch, high-value guidance that can’t be replaced by search engines.
Tech Integration
Agents increasingly use tech to enhance — not replace — their services. Think: VR resort previews, mobile apps for real-time updates, AI-powered deal tracking, and dynamic itineraries delivered straight to your phone.
Rather than old-school brochures, today’s advisors are often content creators, using tech to share recommendations and build relationships. Expect continued innovation in this space.
🧳 Final Takeaway
Travel agents aren’t a relic of the past — they’re evolving. If you value expert advice, time savings, exclusive perks, or support during travel chaos, an agent might be your best asset. But if you love planning and have a simple trip in mind, DIY might still be your go-to.
The key? Know your own travel style, and pick the method that matches your time, budget, and comfort level. With today’s hybrid options, you don’t always have to choose one or the other.
And if you’ve never used a travel agent before, consider trying one for your next big trip — especially if it’s international, multi-stop, or just a bit overwhelming.
Need a Travel Pro? I Know One Personally 😉
Ready to take the stress out of travel planning?
I happen to know a great travel advisor (yep — I married her 😄). If you want expert help designing your next trip, from custom itineraries to surprise perks, let me know and I’ll put you in touch. First consult’s usually free — and totally worth it.
Disclaimer
The information provided in this article is based on publicly available data, industry reports, and reputable sources at the time of publication. While we strive for accuracy, airline performance, safety records, and travel trends may change over time. Readers are encouraged to verify details with official aviation authorities, airlines, and regulatory agencies before making travel decisions. We do not guarantee the completeness or reliability of third-party data.
📚 Sources Referenced
HostAgencyReviews.com – 2023 Travel Agent Usage Study
Simon-Kucher.com – Personalized Travel Trends
press.priceline.com – 2024 Traveler Behavior & Planning Stats
travelmole.com – ASTA Survey Data
businessinsider.com – Travel Trends by Generation
hospitalitytech.com – Loyalty and Booking Preferences
asta.org – Industry Insights & Travel Support Data
phocuswright.com – Post-Pandemic Travel Agency Growth
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