Why travel agents matter more than ever when travel gets complicated

Booking a trip has never been easier. With a few taps on a smartphone, travellers can compare flights, reserve hotels, research destinations and build a detailed itinerary in minutes. 

But according to Patricia Marques, managing director, Retail & Call Centre Sales & Operations at CAA North & East Ontario, that convenience has created a new challenge: Too much information. And when travel plans go sideways, navigating the fallout isn’t nearly as simple as clicking “book now.”  

“Technology has made travel more complicated, not easier,” says Marques. “The world is at your fingertips, but you have to weed through everything. With AI and the internet, you don’t always know what is real, what is legitimate and what isn’t.”  

That’s where travel agents continue to prove their worth. 

Why travel agents still matter in a digital world 

Today’s travellers have access to more information than ever. Online reviews, social media recommendations and AI-powered trip planning tools can help inspire a vacation. But Marques says there’s a significant difference between gathering information and making informed decisions. 

While technology can generate ideas and itineraries, travel agents help clients sift through options, verify information and match destinations and experiences to their interests, budgets and travel styles. This is particularly true even for seasoned senior travellers or solo vacationers. 

Travel agents also bring something no search engine can offer: Firsthand experience. Marques says the role extends far beyond simply booking vacations. Travel agents often act as marketers, counsellors, project managers and salespeople all at once, helping travellers navigate an increasingly complex world of destinations, suppliers and travel requirements. 

CAA invests heavily in destination training and opportunities for its travel agents so they can provide advice based on firsthand knowledge and insights gathered from trusted partners around the world. That expertise helps travellers avoid common pitfalls and uncover experiences they might otherwise miss.  

How travel agents help travellers avoid costly mistakes 

Even experienced travellers can make mistakes. 

Over the years, Marques has seen travellers book the wrong dates, miscalculate time zones, misunderstand car rental requirements and assume U.S. dollars are accepted everywhere. 

One of her memorable examples of travel mistakes involved a traveller who thought they had booked a vacation to Sydney, Australia. When they visited a CAA office to purchase travel insurance, staff discovered they had accidentally booked a trip to Sydney, N.S., instead. 

“That would have been quite a shock to have a three-hour flight instead of a 30-hour flight,” she says. 

Travel agents regularly catch these types of mistakes before they become expensive problems. They can also help travellers navigate the fine print around entry requirements, travel insurance, baggage allowances, supplier policies and advise on travel insurance. 

Perhaps most importantly, they can identify potential issues before departure rather than after a client has arrived at the airport or destination. 

Travel agents provide support when plans go sideways 

It’s easy to book a flight when everything goes according to plan. 

The true value of a travel agent often becomes apparent when plans change unexpectedly. 

Extreme weather, wildfires, labour disruptions, delayed flights and other unexpected events have become increasingly common parts of modern travel. Marques says travel agents spend much of their time helping clients navigate these situations.  

During airline strikes or major disruptions, travel agents aren’t waiting for travellers to call from the airport. They’re already monitoring developments, reviewing itineraries and identifying alternatives.  

“We’re going to be the ones sitting on hold for hours and hours, making those changes for you,” says Marques. “You have a whole group of people working to make sure you’re taken care of.”  

That support extends beyond transportation. 

Travel agents can help travellers find alternative accommodations, rework itineraries and navigate travel insurance claims. For many clients, that peace of mind is invaluable when travelling far from home.  

Trust remains one of the biggest reasons travellers choose travel agents 

Despite advances in booking platforms and AI-powered tools, many travellers continue to seek human expertise. Marques says about 75 per cent of CAA North & East Ontario clients still book one-on-one with a travel agent, a sign that many travellers continue to value personalized advice and support. 

Marques believes trust plays a major role. 

Travellers want reassurance that they’re making the right decisions. They want advice tailored to their needs. And when they invest thousands of dollars in a major vacation, they want to know someone is available to help if something goes wrong.  

After more than three decades in the industry, Marques still hears from clients whose trips she helped plan years ago. Some even send her photos from their travels, a reminder that the relationships travel agents build often extend far beyond a single booking. 

“We all use the internet,” says Marques. “We’re not criticizing it. The real question is: When something goes wrong, who do you turn to?” 

As travel becomes increasingly complex, that’s a question many Canadians continue to answer the same way: By turning to trusted travel agents. 

Plan your next trip with a travel agent 

To learn more and start planning your dream vacation, visit the CAA Travel hub for trip planning, booking and expert support, or book an appointment with a CAA Travel Agent.