The age of the travel "agent" is no more: Travel Counsellors

The age of the travel "agent" is no more: Travel Counsellors
By admin


The age of the travel “agent” is no more as the changing needs of customers, not the internet, have irrevocably disrupted the travel landscape, says Travel Counsellors managing director Australia David Hughes.

Speaking at the Travel DAZE conference in Sydney this week, Hughes stressed the industry no longer needs travel agents, but instead “travel advisors”.

“It’s not the internet that has disrupted things, it’s customers,” he said. “By holding onto old models, we’ve forced customers to find other ways to fill their needs.”

As a result, that has opened the way for a wave of disruptors such as Air bnb and Uber.

“We have to make sure their expectations are being met, if not, they’ll find another way to do it,” he continued.

David Hughes

Hughes predicted that zero commissions would become the status quo within the next five years, meaning agents would have to look for different ways to add value to transactions. This approach would also help them stand out from online competition, which is primarily price-driven.

“There are people that are driven by price, but there’s also a whole other group of people who want the experience and are willing to pay for it. They’re willing to pay service fees and be looked after.”

Hughes said Travel Counsellors aimed to tap into this market segment, not only by acknowledging the needs of the customer, but also by providing its staff with the tools and support to cater to those needs.

“We need to understand the people that are delivering to its customers and ensure we are looking after them,” he said.

“We need to adjust thinking around where we are in industry at moment.”

Looking forward to the future, Hughes predicted a thriving although different travel trade, despite the various challenges currently in its path.

“Perhaps we are already at the stage where people going to become extinct may already be extinct and we are all evolving forward into something new,” he said.

Email the Travel Weekly team at traveldesk@travelweekly.com.au

    Latest comments
    1. Seems as though I have heard all this before. It was the same prediction in 1998 when I became CEO of AFTA and was told agents would be out of business in 2 years and zero commission would be the order of the day by 2000. Neither has happened and I suggest will not happen into the future. Mr Hughes fails to understand the unique nature of the Australian market and the resilience of the operators within the market – who are already charging service fees and providing the experience which is why they are still operational whether they are or are not called agents. Mike Hatton

    2. Seems as though I have heard all this before. It was the same prediction in 1998 when I became CEO of AFTA and was told agents would be out of business in 2 years and zero commission would be the order of the day by 2000. Neither has happened and I suggest will not happen into the future. Mr Hughes fails to understand the unique nature of the Australian market and the resilience of the operators within the market – who are already charging service fees and providing the experience which is why they are still operational whether they are or are not called agents. Mike Hatton

agents david hughes travel counsellors Travel DAZE

Latest News

  • Destinations
  • News

APT Launches 2025 Asia Adventures

APT has launched its Asia Adventures for 2025, including new luxury holidays in India, Sri Lanka and Japan. Five new tours lead guests to the highlights of India, including a seven-night cruise along the rarely travelled Lower Ganges aboard the Ganges Voyager. Further south, Sri Lanka’s greatest destinations are revealed on a new 15-day Land […]

  • Cruise
  • Luxury
  • News

Seabourn announces Western Kimberley Traditional Owners as Godparents of Seabourn Pursuit

Seabourn has named Western Kimberley Traditional Owners, the Wunambal Gaambera, as Godparents of the ultra-luxury purpose-built Seabourn Pursuit. It is the first cruise line to appoint Traditional Owners as godparents of a ship. Seabourn Pursuit embarks on its inaugural season in the Kimberley region this June. The naming ceremony will take place on Seabourn Pursuit’s […]

  • Luxury

Malolo Island Resort opens brand new Spa

Fiji’s Malolo Island has added another string to its bow – opening its $1.3 million day spa on Thursday, 18th April 2024. (Lead Image: matriarch Rosie Whitton with spa staff) Located at the edge of the resort’s luscious patch of tropical rainforest, the new “Leilani’s Spa” adds another level of elevated experiences to Malolo’s already […]