There’s cause for optimism for this at-risk segment of the industry, just as National Travel Advisor Day hits. Travel agencies that are quick to adapt have the potential to capture a new customer base that outlasts the travel recovery years.
In a fragmented travel landscape with entry restrictions and shifting public health protocols, will travelers be able to navigate this new maze on their own? Until now, it was largely anecdotal that Americans would increasingly seek expert travel advice when booking trips. Now, the numbers are proving it, and it's good news for one of travel's most sidelined and hard-hit industries. Nearly half of U.S. travelers — or 44 percent — who rarely or sometimes used travel advisors in the past said th