What does being a travel agent look like in 2023?

The travel industry has undergone a remarkable transformation in recent years, and 2023 brings a host of changes that continue to redefine the role of the "new-age" travel agent.

In this rapidly evolving digital age and post-COVID travel landscape, travel itself — and the role of a travel agent — has transformed significantly over the last several decades.

In the 90s and early 2000s, being a travel agent was an entirely different experience compared to the modern era.

During this period, travel agents were the primary source of travel information and bookings for most travelers. The process of booking travel involved a considerable amount of in-person interaction, with clients visiting the travel agency’s physical office to discuss their travel plans.

Travel agents relied heavily on printed brochures, catalogs, and destination guidebooks to present travel options to their clients. It was a time when travelers heavily relied on the expertise and recommendations of travel agents to make informed decisions about their trips.

In the 90s and early 2000s, technology was still in its infancy stage in the travel industry.

Travel agents used computer systems known as Global Distribution Systems (GDS) to access flight availability, fares, and hotel options. However, these systems were relatively basic compared to today’s sophisticated travel booking platforms. The Internet was not as pervasive, and online travel booking platforms were in their early stages of development.

As a result, the role of a travel agent was more hands-on, involving extensive research and phone calls to airlines, hotels, and other travel suppliers to secure the best deals and accommodations for their clients. Personalized service and building strong relationships with clients were fundamental to success in the industry during this period.

travel agent in 2023, old way using map

So, what does being a travel agent look like in the year 2023?

Now let’s deep dive into the modern travel agent career as it relates to the Internet, post-COVID travel, and other relevant aspects!

The travel industry has undergone a remarkable transformation in recent years, and 2023 brings a host of changes that continue to redefine the role of the “new-age” travel agent. As technology and consumer preferences evolve, travel agents find themselves embracing innovative tools, adapting to post-COVID travel trends, and delivering personalized experiences that cater to the demands of the modern traveler.

Embracing Technology and the Internet

In 2023, the Internet remains a central pillar in the world of travel agents. Technology has become an indispensable tool, streamlining various aspects of the travel booking process. Travel agents now leverage cutting-edge software, AI-powered chatbots, and virtual reality to enhance the overall customer experience. These digital advancements allow agents to offer immersive virtual tours, real-time price comparisons, and personalized recommendations that cater to each traveler’s preferences.

The Internet has also facilitated seamless communication between travel agents and clients, enabling agents to respond promptly to queries, provide updates, and offer continuous support throughout the trip.

Marketing as a travel agent has also become significantly easier in 2023 compared to past decades, thanks to these rapid advancements in technology as well as the widespread adoption of digital platforms.

The evolution of marketing tools and strategies has revolutionized the way travel agents promote their services, connect with clients, and reach a more global audience.

Digital Marketing and Online Presence

In the past, travel agents heavily relied on traditional marketing methods such as print advertisements, direct mail, and word-of-mouth referrals. These approaches were often limited in reach and required substantial financial investments. However, in 2023, digital marketing has taken center stage, providing cost-effective and highly targeted advertising opportunities. Travel agents now have access to a plethora of online marketing tools, including social media platforms, search engine marketing (SEM), content marketing, and email marketing.

With a well-crafted online presence, travel agents can showcase their expertise, highlight unique travel offerings, and engage with potential clients on a global scale. This accessibility to a broader audience allows travel agents to tap into new markets and attract clients from various geographic locations, creating opportunities for both business growth and expansion.

travel agent in 2023, work from anywhere

Data-Driven Marketing Strategies

The emergence of big data and advanced analytics has revolutionized marketing strategies for travel agents in 2023. Unlike the past decades, when marketing decisions were often based on intuition and anecdotal evidence, today’s travel agents can harness data to understand consumer behavior, preferences, and booking patterns. With access to valuable insights, agents can create personalized marketing campaigns that resonate with their target audience.

Through data-driven strategies, travel agents can optimize their marketing efforts, allocate resources more effectively, and measure the success of their campaigns with greater accuracy. This analytical approach enables travel agents to make informed decisions, maximize their return on investment (ROI), and continually refine their marketing tactics for better results.

Social Media and Influencer Marketing

Social media has become a powerful marketing tool for travel agents in 2023, providing a direct and engaging way to connect with potential clients. Travel agents can leverage platforms such as Instagram, Facebook, Twitter, and YouTube to share captivating travel content, showcase client testimonials, and post real-time updates on promotions and offers. Additionally, influencer marketing has gained prominence, where travel agents can collaborate with influencers and bloggers to promote their services to a broader audience.

By partnering with influencers who have a significant following and influence in the travel niche, travel agents can tap into even more new audiences and enhance their brand visibility. This form of marketing was virtually non-existent in past decades, and the increasing rise of social media has opened up exciting avenues for travel agents to showcase their expertise and captivate potential clients in a visually appealing and highly interactive manner.

The COVID-19 pandemic had a profound and unprecedented impact on the travel agent industry.

As countries worldwide implemented travel restrictions, border closures, and lockdown measures to contain the spread of the virus, the travel industry of 2020 came to a virtual standstill. Travel agents faced an unprecedented wave of cancellations, postponements, and uncertainty as travelers hesitated to make new bookings. The sudden halt in travel activity led to significant revenue losses for travel agencies, with many facing financial challenges and struggling to stay afloat.

The pandemic also necessitated a shift in the role of travel agents, who found themselves taking on new responsibilities as crisis managers, providing up-to-date information on travel restrictions, safety protocols, and rebooking options to clients. Despite the challenges, travel agents showcased their resilience and adaptability, quickly embracing digital tools and virtual platforms to continue assisting their clients remotely.

As vaccination rates increased and travel restrictions eased, the travel agent industry gradually began to rebound, albeit with a renewed emphasis on health and safety considerations. The pandemic’s effects served as a stark reminder of the industry’s vulnerability to unforeseen events, spurring travel agents to prioritize flexibility, empathy, and sustainable business practices to thrive in the post-COVID era.

travel agent in 2023, during pandemic

Adapting to Post-COVID Travel Realities

As the world continues to adapt to the new normal, travel agents play a vital role in navigating post-COVID travel realities. Health and safety considerations have become paramount, and travelers seek the expertise of knowledgeable agents to guide them through complex travel regulations and protocols.

Travel agents, in 2023, must prioritize destinations with robust health measures and flexible cancellation policies to instill confidence in their clients. Additionally, agents need to stay informed about vaccination requirements and evolving travel restrictions, ensuring a smooth and secure travel experience for their clients.

Personalization and Customization

In the era of hyper-personalization, modern travel agents focus on crafting tailored experiences that cater to the unique preferences and needs of their clients. Rather than offering one-size-fits-all packages, agents in 2023 take the time to understand their clients’ interests, travel goals, and budgets.

Armed with this knowledge, they curate personalized itineraries that include off-the-beaten-path excursions, authentic local experiences, and accommodations that resonate with each traveler’s unique style. By prioritizing personalization, travel agents deliver unforgettable journeys that create one-of-a-kind, lasting memories for their clients.

Sustainable and Responsible Tourism

In 2023, sustainability and responsible tourism have become integral components of the modern travel agent’s ethos. Travelers are increasingly conscious of their environmental impact, seeking eco-friendly options that align with their values.

Travel agents can collaborate with eco-conscious suppliers, promote sustainable practices, and advocate for responsible tourism to protect the world’s natural and cultural treasures. By embracing sustainability, travel agents play a pivotal role in preserving the planet for future generations while offering travelers transformative and ethical experiences.

The Human Touch: A Timeless Value

Despite the rise of technology and digital platforms, the human touch remains a timeless value in the travel agent industry. In 2023, travel agents continue to build meaningful relationships with their clients, offering personalized attention and expert guidance that online platforms cannot replicate. The human touch extends to understanding clients’ emotional needs, addressing their concerns, and going the extra mile to ensure every trip is an enriching and stress-free experience.

And, sending hand-written “thank you” cards post-trips can be the icing on the cake! This type of genuine connection fosters trust and loyalty, turning clients into repeat customers and advocates for the travel agent’s services.

travel agent in 2023,thank you card

Being a travel agent in 2023 entails embracing technology, adapting to post-COVID travel realities, prioritizing personalization and sustainability, and upholding the timeless value of the human touch.

As the travel industry continues to evolve, travel agents play an indispensable role in navigating the complexities of modern travel, curating unforgettable experiences, and providing unparalleled expertise and support to their clients. The future of travel agents is bright as they continue to shape the way people explore the world and create cherished memories that last a lifetime.

Meet Pickles Travel Network: The Host Agency That Makes It Easy to Start and Scale Your Travel Business

Whether you’ve just started your travel agent journey, or you’ve been on it… Pickles Travel Network has the tools and resources to help grow your business. Unlike other host agencies, we believe in letting our members choose what works best for their business. Pickles Travel Network allows you to choose your commission rate, along with whether or not you want to charge planning fees. As a member, you’ll receive instant access to our list of suppliers, several marketing platforms and monthly coaching/trainings. 

IATA | CLIA Membership

PTN IATAN code: 45769253

PTN CLIA number: 00032299

When you enroll with suppliers, you must use PTN’s codes to receive a commission from us. Want to sign up for your own CLIA or IATA numbers for exclusive travel benefits? See below.

Get your own IATA/IATAN ID Card:


The IATA/IATAN ID Card is the industry-standard credential to identify bona fide travel professionals. Key benefits include access to concessionary incentives from industry suppliers. Just added, the IATA MemberPerks program provides cardholders with daily savings at over 300,000 merchants across North America.

To be eligible, you must be registered with IATAN under PTN’s IATA number 45769253, working a minimum of 20 hours per week and earning a minimum of $5,000 per annum in commissions. You’ll need to send PTN a support ticket asking for approval. Once approved, we will send you a PRIN # to allow you to register with IATAN and ask for an ID card.

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Obtain a CLIA EMBARC ID for travel discounts and FAM (Familiarization) trips. Join CLIA as an Individual Agent Member, under Pickles Travel Network CLIA #00032299.

Once you’ve registered, submit a support ticket to let us know, and we will approve your registration.