In the age of instant bookings, travel apps, and AI-generated itineraries, it’s easy to wonder:

Is the travel agent a thing of the past? With travelers increasingly managing trips from their smartphones, the rise of “do-it-yourself” vacations seems unstoppable. But surprisingly, travel agents aren’t just surviving, they’re making a comeback! In 2025, the question isn't whether travel agents are obsolete, but rather why are they still thriving? Let’s look at the data, the trends, and what the future might hold.

What the Stats Say

Despite the rise in online bookings, nearly 1 in 5 Americans still use a travel agent for at least one trip per year. According to recent surveys from 2024, over 22 million U.S. travelers relied on travel agents to book vacations, honeymoons, group trips, and even business travel. What’s more surprising? The number of travel agents is growing. In 2024 alone, close to 10,000 new travel agencies were registered in the U.S., a clear signal that demand still exists and is even expanding.

Travel Agents vs. Online Bookings

Sure, online travel platforms are booming. Sites like Expedia, Booking.com, and countless apps offer fast and often cheap booking experiences. But that doesn’t mean they’re always better. Online bookings now account for over 65% of global travel reservations, yet many of these customers still report frustrations, whether it's with overbooked hotels, unclear cancellation policies, or lack of human support when things go wrong. Travel agents, on the other hand, bring something digital tools often lack. Personalized service, insider knowledge, and accountability. In 2024, the American Society of Travel Advisors reported a 12% increase in client retention for agents who offered tailored service versus those who relied only on automated systems.

The AI Effect: Threat or Opportunity?

AI has transformed the way we travel from virtual assistants that find flights, to chatbots that answer questions instantly. So, does that make travel agents irrelevant? Not quite. In fact, many agents are embracing AI rather than fighting it. They’re using tools like ChatGPT to research destinations, build dynamic itineraries, and respond to clients faster than ever. AI helps them be more efficient, not obsolete. Instead of replacing travel agents, AI is redefining their role. The best agents in 2025 know how to combine technology with human judgment, empathy, and experience things no algorithm can replicate.

The Return to Human Touch

Ironically, the more automated our world becomes, the more people crave human connection, especially when it comes to expensive, emotional, or once-in-a-lifetime trips. There’s a growing trend of travelers who are tired of dealing with bots, endless search results, and cookie-cutter itineraries. They want someone they can talk to, trust, and rely on if anything goes wrong. This is where travel agents shine. More than ever, people are turning to agents not just for booking, but for peace of mind.

Niche Travel Still Needs Experts

Let’s face it, some types of travel can’t be DIY-ed. Planning a destination wedding, coordinating a corporate retreat, or managing a multi-generational family vacation across continents requires more than a search engine. These trips often involve dozens of moving parts, special requirements, and logistical headaches. And this is where travel agents prove their value time and again. Their ability to handle complexity, negotiate with vendors, and customize every detail is something no app or AI can replicate. In 2024, group travel accounted for over $20 billion in revenue globally, and travel agents played a major role in planning and managing those experiences.

The Bottom Line

Travel is evolving. It's faster, smarter, and more digital than ever. But that doesn’t mean it’s lost its human side. In 2025, travel agents aren’t obsolete, they’re adapting. They’re tech-savvy, connected, and focused on delivering something no website can: a human touch, real expertise, and the ability to care when it counts. So, the next time someone asks if travel agents are a thing of the past, the answer is simple. Not now, and not anytime soon.