The Advantage Travel Partnership has made a pioneering start to National Travel Agent Day, vowing to rebrand the 'travel agent' in hopes of "mak[ing] sure that the title reflects the depth and breadth of that role," according to CEO Julia Lo Bue-Said
Noting that the role of the travel agent now encompasses that of travel experts, professionals and influencers, Julia was keen to note that "it is a role that is more well-known and more valued than ever before."
The Advantage Business Impact Survey, conducted recently, revealed that 50% of respondents favour a name change or rebrand of the travel agent, with travel 'professional' or 'consultant' floated as potential alternatives.
An ongoing poll hopes to narrow down the top choices.
National Travel Agent Day was launched in 2020 to celebrate the role of the trade. Julia continued, describing the celebration as "the perfect opportunity to relaunch the travel agent as it’s traditionally a day to celebrate the great work that agents do."
Findings revealed at the Advantage conference in Cancun earlier this year suggested that "[travel agents] are keeping the high street alive in some cases."
