Travel agents are the new black: Vogue
Yes, that’s right agents. You’re literally in vogue! The luxe fashion magazine has written a piece posing the very important questions: “Are we witnessing the return of the travel agent?”
The article, which cropped up last week and has been making waves around the industry, claims there’s a “fresh new crop of travel experts—more aptly described as travel designers—who offer resources far beyond the basics of organizing flights, lodging, and tours.
“These designers create trips that you can’t just book online, trips for travelers, not tourists. And discerning travelers, at that,” Vogue author, Jenn Rice, writes.
It’s garnered stacks of shares and comments on Vogue’s Facebook page, with plenty of the comments coming from agents who state they are indeed “travel designers”.
Just as we recently looked at whether agents have “gone the way of the dinosaurs”, and Insight Vacations CEO John Boulding promised agents would never be replaced by robots, this article assures readers that no, travel agents have not “gone the way of the television repairman or switchboard operator”.
“People want to see the world before it changes, and it’s changing fast,” Lia Batkin, cofounder of In the Know Experiences, tells Vogue.
“They want truly authentic, unique experiences.”
Suggesting that travellers want more than just the selfie at the Grand Canyon or Eiffel Tower, Vogue suggests it’s these bespoke travel experiences that have agents in demand.
“No longer is it about checking boxes at a major tourist hub. Rather, it’s about digging deeper into more mainstream destinations or going for lesser-known spots that can only really be accessed with expert assistance,” says Rice.
“Rather than traveling to Paris to see the Louvre and Eiffel Tower, for example, travelers might land at Charles de Gaulle and immediately be whisked away in a private car to taste back vintages in Bordeaux’s most storied cellars.
“Or a traveler might tell their designer they want to explore Bhutan, have two weeks, want to spend time hidden away in a cliffside monastery, and leave the details to them. These are the kinds of trips that can’t be planned with a quick visit to Expedia and TripAdvisor.”
Vogue’s Rice added that it’s not all about luxury travel and high price tags, but rather “people want a mix of high and low, and hire travel designers to point them toward the right hole-in-the-walls and local experiences”.
In her interview, Batkin added, “it almost becomes a badge of honor that you went on an amazing trip but did super-cool, under-the-radar, local-type things that weren’t super high end or expensive. It means that you’re a true traveler.”
The Vogue piece stated these “new travel agents” rely heavily on developing personal relationships with their clients in order to create these once-in-a-lifetime experiences, suggesting this planning period can take up to a few months to execute.
Jacada Travel’s Marketing Manager, Leila Al-Qattan, told Vogue, “We want to know what makes [the client’s] heart race, why they want to travel to that specific destination, and what their favorite moments have been in previous trips they’ve taken”.
Vogue claims these travel agents have their “feet on the ground” in hot locations to get the “inside scoop”, with agencies like Jacada Travel suggesting using agents who have intense experience in various destinations to sell the ultimate trip.
But, Rice writes, it “doesn’t stop once an itinerary is sent out”.
Rice says, “Jacada Travel, for example, has also sent food-obsessed clients destination-centric cookbooks prior to traveling or even curated a playlist of a client’s favorite songs to listen to in a private jet while chasing the northern lights”.
Jacada Travel’s Editorial Manager Heather Richardson added, “The designers who work in our Cape Town office will often go to meet their travelers for a coffee or drink during their time here, and if one of the team is traveling in the same place as a client, they’ll go out of their way to have a catch-up.
“It becomes a real relationship, which makes sense—travel is a very personal thing.”
Email the Travel Weekly team at traveldesk@travelweekly.com.au
-
Latest comments
Latest News
Holland America Line gives agents the chance to visit Alaska on 11-day Famil
If you've ever wanted to see a Polar Bear (and who doesn't?), now is your time.
More than 65 luxury agents gather in Sydney for Best of the Best dinner
This looks like a fabulous do. We imagine there may be a few (or maybe 65) sore heads this morning!
Globally-renowned chefs gather for Vivid Food 2024
As a human, we agree that food is a fundamental part of the human experience. Some might say the most fundamental.
Air New Zealand returns to Hobart and Seoul
If you notice an uptick in Kiwis making their way through the Mona, you know why.
European Waterways targets multi-generational families with ‘floating villa’ deal
The jury is still out on whether spending a week on a 'floating villa' with family is a hell or a paradise.
Luxury Escapes launches ‘sail away’ sale
Rest assured, you'll be getting your 'sails' and 'sales' mixed up for the rest of the day.
Rex-owned National Jet Express adds weekly charter between Brisbane and Orange
This is for mining and civil contractors, so please, put your holiday attire away.
Let the games begin. Viking introduces eye-watering benefits for the industry’s top 10 advisors
Did someone say 'trip to Venice'? Hold my coat, this one is far too good to miss!
Best friends or frenemies? What is the REAL relationship between sales and marketing?
We can all stop fighting over the corner office because our mothers were right - we are all important in our own way.
The Walshe Group Announces Two Key Appointments
What we really want to know is whether they got joint or separate welcome parties.
FAMIL: Agents explore the delights of Mauritius on 7-day tour
Go green with envy as you read this fabulous itinerary! Time to book that second honeymoon.
Hamad International recognised as world’s best airport at 2024 Skytrax World Airport Awards
Hamad airport is so good it is almost considered a destination in itself. Ballina, up your game.
Saudi Arabia highlights tourism investment opportunities at global investment event
Now is the time to start looking at Saudi Arabia if you are not already. There's big things to come.
“Rampant” – Aussies warned as dengue fever cases spike in Bali
Worried about Bali belly? Now you have something else to worry about.
TTC Tour Brand reveals slew of deals across operators including Trafalgar and Contiki
Everybody loves a bargain and you could do lot a lot worse than check out these deals from TTC!
Fiji Airways partners with Porter Airlines in US growth bid
Any initiative that gets more people visiting the delights of Fiji is a good initiative.
Flight Centre launches CruiseHQ – a marketplace exclusively for agents
The cruise industry has surpassed pre-Covid levels so this isn't one to miss!
Feeling festive? Wendy Wu tours unwraps Christmas collection
Get the Christmas hols booked now and avoid spending it with that elderly relative with dubious political views.
OPINION: In a world of screens, we crave experience
If you get feelings of deep shame and regret when you see your screen time, don't worry - you're not alone.
Sun Princess: High-end dining and world class entertainment awaits
If you are a foodie and you are not currently on the Sun Princess, we really have to ask - what are you doing?
YouGov: 2 in 5 Aussies would pay more for a sustainable hotel
If you want to be REALLY sustainable you can go camping. You just might lose the will to live.
“Can planes swim?” – Planes become boats as Dubai Airport is savaged by severe storm
Unfortunately, "can planes swim?" is a real life question and not an opener to a really bad joke...
Explora journeys reveals bespoke outdoor furniture designed by Matteo Nunziati
This is making your plastic table and chairs look really bad now, isn't it?
Bangkok Airways targets growth with renewed Sabre deal
Two stories abut Sabre's growth in one week and its only Wednesday! Watchout world.
PR agency Example wins pitch for InterContinental Sydney
We also went in for the contract but they said that a 'Be Our Guest'- themed TikTok was unoriginal! The cheek.
Norwegian Cruise Line reveals culinary experience aboard Norwegian Aqua
Once again, this TW journalist REALLY regrets writing this before getting lunch.
Signature Queensland hosts luxury tourism event
Known for its tropical beaches and unique wildlife, Queensland also offers luxury.
Capella Sydney recognised in prestigious Travel + Leisure’s 2024 ‘it list’ of best new hotels
You know that 'it girl' at school who everyone wanted to hang out with? Capella is the hotel version of that.
Rex launches 72-hour fare sale with NO school holiday blackout so you can take your kids (if you want to)
Sadly, leaving your children at home whilst you go on holiday is generally frowned upon.
Adventure World offers chance to connect with “heart and soul” of the US
I mean who hasn't dreamed of a road trip around the US?! Go with Adventure World and you're less likely to get lost.
Fiji’s family-owned luxury resort Likuliku Lagoon launches its own app
We were relieved to find out that having a "concierge in your pocket" referred to an app on your phone.
Hawaii: The US’ laid-back front door for Australians
If you needed another sign that you should definitely head to Hawaii - this is it!
Sabre targets Asia Pacific growth with latest hire
Call the Avengers! Sabre continues its bid for world domination with latest hire.
Air New Zealand signs its largest EVER deal for sustainable aviation fuel
Air New Zealand makes huge step towards sustainable travel. We bet it recycles its rubbish properly too.
IHG Hotels & Resorts continues regional growth with Sunshine Coast Holiday Inn
This Holiday Inn looks considerably flashier than some of the ones we have stayed at in our time.
Budget carrier Scoot welcomes first of 9 E190-E2 aircrafts
Here at TW we would like to offer Embraer E190-E2 a warm welcome! It's not easy being the first of the fleet.
Total agree with John Boulding