For decades, the internet seemed to signal the end for travel agents. And the industry did take a big hit, with the number of US agents dropping nearly 50% between 2000 and 2012.
But all these years later, and despite the rise of AI, the profession is experiencing a resurgence.
- On LinkedIn, it’s one of the 25 fastest-growing jobs of the past three years, with the number of travel agents jumping 63% between 2024 and 2025, per The Wall Street Journal.
- A record 47% of Americans are using travel agents to book holidays, including 38% of Gen Z and millennials, per an IBS Software survey.
What’s driving the renaissance?
People are traveling more than ever, and while online services like booking and review sites made DIY travel planning possible, organizing a trip can be time-consuming.
Agents help travelers make the most of their vacations by curating itineraries around their budgets, time, and interests, and providing access to unique experiences and exclusive deals.
The service offers convenience, personalization, and expertise for travelers and big commissions for agents.
Something for every traveler
Unlike storefront travel agents of the past, who often sold preplanned packages, modern advisors are adapting to meet the demand for curated vacations.
Many successful ones have niched down, building trips around everything from mahjong and pets to food allergies and more.
Platforms like Fora, which launched in 2021, have made it easy for folks, including many white-collar workers, to make the career pivot, and lots of money.
- Ninety-seven percent of the company’s agents are rookies, and 35 hit $1m+ in sales in their first year, co-founder Henly Vasquez told Bloomberg.
That said…
… AI is still gunning for their jobs: There’s an abundance of AI travel planning apps and tools, and it’s still expected to drive the industry’s decline. Plus, a recent survey found 91% of global travelers use the tech for trip planning.
But few fully trust it, and for good reason:
- A new study found AI frequently provides inaccurate information, and more than a few tourists have been sent to made-up or dangerous destinations on the advice of bots.
Maybe one day, bots. But for now, designing the ideal vacation may still require human intelligence.
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