Travel agents are back

13.06.2024 - 10:33 / insider.com / Anthony Bourdain

I had just turned 9 when I discovered Anthony Bourdain's show "No Reservations." It wasn't like the other Travel Channel shows. Sure, the premise was straightforward: Bourdain traveled around the world to meet up with locals and try their cuisine. But instead of focusing on tourist hot spots and flashy, curated experiences, "No Reservations" was about traveling by the seat of your pants and getting as close to the local culture as any outsider could be allowed. I was an immediate disciple.

Travel shouldn't be about checking off items on a bucket list by sticking to sanitized excursions marketed to foreigners; it should introduce you to someone else's slice of life. On family trips to New York City, I cringed when my mother pulled out a paper map. "Everyone is going to know we aren't from here,"I thought.

Though I grew less self-conscious over the years, that mentality remained. Others in my generation — I'm on the cusp between Gen Z and millennial — were on the same page, determined to seek out "authentic experiences." For years, people explored the world with the help of travel agents. But those services — sending you to places curated just for tourists — seemed to fly in the face of the Bourdainian ethos. Travel agents felt like vestiges of the preinternet world, like video-store clerks or pay phones, and I couldn't imagine ever needing them. What could they tell me that Reddit couldn't? Isn't it simpler to just book my own flights? Doing everything myself felt easier.

As of late, though, my attitude has changed.

Ever since the pandemic-era travel restrictions subsided, travel has boomed. Everyone is jetting off to Italy, Japan, and Costa Rica. Money spent on travel and entertainment surged 30% in 2023, fueled largely by young people. We're all desperate to make up for lost time, but there's a catch: Many of us 20- and 30-somethings are tired. It turns out that aspiring to be a DIY traveler takes a lot of energy — energy that we've already exhausted on careers, relationships, and day-to-day responsibilities. When we do finally have the time to venture away from home, we're burning ourselves out trying to coordinate all the details of our trip. Meanwhile, the sense of precarity we all felt during the pandemic hasn't left. Flight delays and cancellations from weather, short staffing, technical issues, and random bad luck are more common than before. The odds that something could go wrong feel higher.

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That's precisely why some are turning back to travel agents. In 2014, the number of travel agents was half of what it was at the industry's mid-'90s peak, with many expecting it to become obsolete. But by 2021, 76% of advisors were seeing more customers than before the pandemic. And in a