Like so many businesses in the dynamic and ever-shifting digital era, travel agencies have changed dramatically in the last 20 years.
The classic brick-and-mortar travel shop, filled with glossy destination brochures and smiling travel agents, has (mostly) been replaced by the savvy travel agency owner with a strong online presence, and the term “travel agent” has largely been replaced by the term “travel advisor.”
And these advisors are full-on entrepreneurs, building custom websites to tout their agencies; using Instagram and TikTok to broadcast their expertise; listening intently to their clients’ travel hopes; designing unique email marketing campaigns to boost business; meticulously tracking their business finances; building long-term relationships with suppliers and operators to ensure clients are well taken care of; traveling the world so that they are experts in their chosen niches; and so much more. (Editor’s Note: Looking for more of a deep dive on any of these topics? Check out the links above.)
In short, the modern-day travel advisor is a specialized and commanding entrepreneur. And yet, plenty of travelers are unaware that the profession is going strong — and, therefore, how much a travel advisor might help them realize their travel goals.
Below, we dive into what six travel advisors say when they meet someone who asks, “Do travel agents still exist?”
Kim Este Campbell hit $1 million in sales in 2024.
Credit: 2025 Kim Este CampbellBased in: Panama City Beach, Florida
Kim Este Campbell has been selling travel for five years, and she specializes in luxury FIT travel and river cruises. She works full time, services lots of empty nesters and had an incredible 2024, with sales increasing 973% year over year, leading her to hit $1 million for the first time.
One of the bookings that helped her hit that milestone also perfectly demonstrated her ability to listen to —and qualify — a client. While planning a trip to northern Italy for a group of wine collectors, the group leader and his wife inquired about tacking on a personal vacation to Sicily. Having gotten to know the clients prior to this request, Campbell was certain Malta was the better destination for them. The client ended up exploring both Sicily and Malta.
“When he returned, his feedback was that Sicily was too crowded for them, but that Malta was perfect,” Campbell said. “He has since sent me some really incredible referrals, because he now realizes exactly what a travel advisor's role is.”
Campbell is happy to impart the same lesson to others. Here’s how she replies to the question, “Are there still travel agents?”
“My job is to be an expert on the client,” Campbell said. “Through our chats and other communication, I will really get to know them and be able to direct them to the destinations, properties and activities that are the perfect fit. I explain that even though there is nothing more fun than traveling, there are inevitably some hiccups, and when [travelers] take it upon themselves to book online, a website won't be there to react to the hiccups. If they use a travel advisor, I will be there to handle the issues while they continue to enjoy their trip. We have great in-country partners all over the world with whom I have personal relationships. If my client’s-chartered yacht breaks down in St. Tropez — yep, it happened this past summer — I have the connections to have a new yacht pick up the client at the beach club, without skipping a proverbial beat."
When they take it upon themselves to book online, a website won't be there to react to the hiccups. If they use a travel advisor, I will be there to handle the issues while they continue to enjoy their trip.
Jennifer Kellum says her business tripled when she expanded beyond Disney travel.
Credit: 2025 Jennifer KellumBased in: Jacksonville, North Carolina
Jennifer Kellum has been in the travel industry for 10 years, and she specializes in luxury and family travel. Though Neverland and Main Travel began as a Disney–focused agency, the team transitioned to sell destinations around the world in 2021. Since that change, Kellum says her business has tripled.
When asked if travel advisors still exist, Kellum is straightforward and to the point.
“I say, ‘There are, just like there are still doctors, lawyers, teachers, handymen and hairdressers,’” she says. “You can DIY or Google just about anything you need done, but if you want it done by a professional, you hire a professional."
She’s also ready to defend the profession and command respect for it, which often allows her to explain why she charges a fee for her work.
“I say, ‘I am a professional — I invest time, money and energy to perfect my craft — which is why I charge fees. There's no other profession where you get a free service because you purchase a product. When you go to a hair salon, you don't get a free haircut because you purchased a bottle of shampoo. It's the same when you hire me. You pay for the product, which is the vacation, and you pay for the service, which is the experience I curate for you."
You can DIY or Google just about anything you need done, but if you want it done by a professional, you hire a professional.
Margaret Haas in Botswana’s Okavango Delta
Credit: 2025 Margaret HaasBased in: Dallas, Texas
Margaret Haas has been in the travel industry her entire professional life; she sold Southern Africa for years before joining Brownell, where she focuses on travel advisor development. Brownell advisors specialize in luxury travel, including family trips, honeymoons, expedition cruises and more.
When Haas is asked if the advisor profession still exists, she’s not actually surprised — she thinks the question is “a testament to how much the role of a travel advisor has changed.” While the travel agent of yesteryear may have passed out pamphlets and aimed to sell a cheap trip quickly, today’s advisor does far more.
“That transactional role is disappearing,” Haas said. “And it turns out that the generations now at the table value service and expertise. Much like a financial advisor or an interior designer, having a trusted travel advisor that you can build a lifelong relationship with has become a key part of an individual, couple, or family’s investment strategy and home management.”
Haas might add that, while working with a travel advisor is not for everyone, travelers taking multiple trips per year or investing large sums in epic adventures would do best “to have an expert help them get the most out of these big decisions and make sense of all the noise.”
Haas says that the most thrilling client feedback always comes from people who “took a leap of faith” and worked with a travel advisor for the first time.
“The breath of fresh air they breathe when they land in their destination — knowing that a trusted partner on the ground will take it from there — is truly priceless,” she said. “But what is even more valuable is what happens when they get home: a professional advisor taking the time to find out what went well, what didn’t go so well, what the client thought they would love but wasn’t the highlight, etc. [Then, the advisor] uses that information to inform the next trip, and the next, ensuring that each subsequent itinerary or hotel booking more and more reflects the needs and wants of the client and allows for change as those needs and wants to grow and change. There is nothing transactional about today’s travel advisors, and that’s why they are very much still here!"
What is even more valuable is what happens when they get home: a professional advisor taking the time to find out what went well, what didn’t go so well, what the client thought they would love but wasn’t the highlight, etc.
Henry Dennis stands in front of Peggy’s Cove Lighthouse in Nova Scotia, Canada.
Credit: 2025 Henry DennisBased in: Charlotte, North Carolina
Henry Dennis has been selling travel for 34 years, and today, he “handles any type of trip my clients ask for,” from family vacations and expedition cruises to short island getaways and even around-the-world private jet tours. How does someone with such longevity in the role reply to “Are there still travel agents?”
“I typically say something along the lines of: ‘Yes, there are, and those who have made it their professional career are doing very well, especially since the COVID-19 pandemic,” Dennis said. “Travel has changed so much and is still constantly changing — you need an advisor on your side to help keep track of these changes and to make sure that they are not going to negatively impact your trip."
If someone counters with, “But I can do that online,” Dennis leans in.
“Anyone can create a website and put whatever they want on it; how do you know what is accurate and what is not?” he said. “If you Google ‘Europe vacation,’ how many responses do you get? And which of those are actually pertinent to what you had in mind? Do you have the time to sort through all of them and see what they have to say? Even if you do have a ‘go-to site,’ are they able to understand your needs, wants and desires and help find the trip that might be best for you? Are they able to reach out to the hotels to advise them you are an agency VIP? What happens if there is an issue mid-trip? Who are you going to call?”
Post-trip client feedback shows Dennis that he continues to set — and reach — a high standard as an advisor.
“I particularly like the comments that mention trust, professionalism, knowledge and expertise,” he said. “If you have these four things, you will have clients for life."
Anyone can create a website and put whatever they want on it; how do you know what is accurate and what is not?
Jennifer Wayland has been curating client trips for 34 years.
Credit: 2025 Jennifer WaylandBased in: Champaign, Illinois
Jennifer Wayland — also an advisor for 34 years — specializes in luxury travel. And just as the travel industry has changed in 34 years, so has her response to the question, “Are there still travel agents?"
“I used to say, ‘Yes, I raised my kids [while] planning vacations,’” she said. “But that wasn't very effective at making them want to learn more. Going forward I plan to say, ‘Having a trusted advisor can make traveling much more enjoyable. It's like having a financial advisor or interior designer. Do you travel? May I give you my card?’”
Wayland is hopeful that her new reply will “reel in a much more interesting conversation and potentially new clients.”
Going forward I plan to say, ‘Having a trusted advisor can make traveling much more enjoyable. It's like having a financial advisor or interior designer. Do you travel? May I give you my card?’
Renee Dunkin on a fam trip in Alaska
Credit: 2025 Renee DunkinBased in: Houston, Texas
Renee Dunkin has been selling travel for 23 years and specializes in luxury trips, destination weddings, honeymoons, cruises and family travel. And she’s ready to reply when she’s asked, “Are there still travel agents?"
“I say, ‘Absolutely!’ It just takes once [of having] to deal with an emergency during or before your trip that you personally have to handle. Instead of [being] on those two-hour holds or in line at the airport for over an hour, you just say “Help!” and I handle it all.”
We offer expertise, personalized service and insider access to experiences that can't easily be found online. While online booking platforms are convenient, they can't replace us.
Dunkin might also add that travel agents are now known as travel advisors, “because our role goes beyond booking trips — we offer expertise, personalized service and insider access to experiences that can't easily be found online. While online booking platforms are convenient, they can't replace us."
From where Dunkin sits, “the travel advisor industry is thriving.” So, while there may still be some travelers out there unaware of her profession, she’d wager that their ranks will shrink over time.
“With the increased demand for customized and memorable experiences, more travelers are turning to professionals who can offer knowledge, creativity, and personal touches that make a trip unforgettable.”
Travel advisors, what do you say when people ask, ‘Do travel agents still exist?’
Let us know by emailing your name, agency and answer to letters@travelagewest.com, and we may include your response in this article.
