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Key Steps to Focus on When Building an Online Travel Agency
Online Travel Agencies (OTAs) play a crucial role in the travel industry, serving as intermediaries between travelers and various travel services. In today's competitive market, new OTAs must prioritize efficient business planning, robust travel agency software and a unique vision to succeed. This article will explore the key steps that aspiring OTAs should focus on to thrive in the dynamic landscape of online travel. Step #1: Finding Your Market In the intricate tapestry of the online travel industry, the foundational step toward success for any aspiring travel agency is identification of its very own specific market niche. The significance of this cannot be overstated, as it serves as the bedrock upon which the entire OTA operation is built. By embracing specialization, an OTA gains the strategic advantage of honing in on a more focused and tailored approach, effectively distinguishing itself from the competitors. In the ever-evolving landscape of 2024, where travel trends change on a regular basis, aspiring OTAs must not merely navigate but surf these trends to stay ahead. Whether it's the rising popularity of eco-friendly travel, immersive cultural experiences, or the demand for unique, off-the-beaten-path destinations, an astute understanding of contemporary trends becomes paramount. Thus, by aligning business strategies with these trends, OTAs can carve a niche that not only addresses current consumer demands but anticipates and adapts to the future preferences of the global traveler. Step #2: Travel Accreditation and Licensing The second pivotal step in establishing a robust foundation for an Online Travel Agency involves delving into the realm of travel accreditation and licensing. This process goes beyond a mere bureaucratic requirement; it is the key to unlocking the trust and confidence of potential customers. Accreditation from organizations such as the International Air Transport Association (IATA) and the Airlines Reporting Corporation (ARC) are essential in demonstrating OTA's commitment to excellence and adherence to industry standards. However, for those navigating the complex world of online travel without these common accreditations, there are alternative ways. Signing with a host agency becomes a viable route, allowing non-accredited OTAs to tap into the expertise and credibility of established partners. Additionally, exploring the possibilities within aggregator platforms presents an avenue to offer a comprehensive array of travel services without the immediate need for individual accreditation. It's a balance between regulation and innovation, where the judicious choice of strategy can set the stage for sustained success in the competitive realm of online travel. Step #3: Defining Commercial Strategy With the market identified and the necessary accreditations in place, the third crucial step for an Online Travel Agency revolves around a clear-cut commercial strategy. This is not merely about selling travel products; it's about creating an immersive and compelling narrative that resonates with the diverse preferences of the global traveler. Drawing inspiration from the sophisticated playbook of the industry's frontrunners, OTA owners must embrace innovative marketing strategies to increase visibility and drive sales. The journey begins with a deep dive into the eight marketing strategies outlined by industry experts - strategies designed not merely to sell but to captivate the imagination of potential travelers. From harnessing the power of social media to leveraging influencer partnerships, from optimizing search engine visibility to crafting engaging and shareable content, each facet of the commercial strategy becomes an indispensable element shaping OTA's brand narrative. In this era where consumers are not just buying products; they are investing in experiences, the commercial strategy becomes the key orchestrator of defining the image of OTA business. Step #4: Technology Strategy In the online travel industry, an Online Travel Agency's (OTA) success pivots significantly on its technology strategy. The dichotomy between custom development and turnkey travel software purchase demands careful consideration, with each option bearing its own set of advantages and challenges. Custom development allows OTAs to tailor their systems, including travel agency crm software or travel xml api to precise specifications, fostering a unique user experience. However, this path is often complex and time-consuming. On the other hand, turnkey solutions offer a quicker route to market, leveraging pre-built systems. Yet, they may lack the bespoke features crucial for a competitive edge. Striking the right balance necessitates a nuanced approach, understanding the specific needs and constraints of the OTA in question. Moreover, the wisdom of partnering with a technological expert becomes apparent, guiding OTAs through the labyrinth of technological implementations. In a realm where seamless user experiences and cutting-edge functionalities are paramount, the technology strategy emerges as the linchpin, dictating the OTA's ability to not just survive but thrive in a digitally-driven landscape. Step #5: Integrations As an Online Travel Agency (OTA) strives for technological excellence, the fifth step ushers in the critical phase of integrations. It's not just about building a system but connecting seamlessly with a myriad of external entities to enhance the overall travel experience. This includes forging connections with travel suppliers, integrating payment gateways, and syncing with other systems such as online maps and content mapping services. The heartbeat of any thriving OTA lies in these third-party integrations, ensuring a harmonious orchestration of services. Take, for instance, the connections between an OTA and its travel suppliers. A seamless connection caters for real-time updates on availability, pricing, and offerings, translating into a dynamic and responsive user experience. Similarly, payment gateway integrations facilitate secure transactions, an absolute imperative for modern online travel booking engine software. Beyond the basics, exploring integrations with content suppliers and mapping services adds layers of richness to an OTA's offering, creating an immersive experience for the end-user. As the saying goes, a chain is only as strong as its weakest link; in the world of OTAs, integrations serve as the robust links binding together a comprehensive and competitive travel ecosystem. Final Thoughts Along the journey of crafting a successful Online Travel Agency (OTA), strategic decisions serve as the compass pointing towards triumph. Navigating through market focus, accreditation, commercial strategy, technology, and integrations, these decisions collectively shape the blueprint for a thriving OTA. Specializing in a market niche provides a strategic edge, while accreditations like IATA and ARC become pillars of trust. The technological strategy propels the OTA forward, with the choice between custom development and turnkey solutions guided by a technological partner. Integrations, seamlessly connecting with suppliers and enhancing user experience, complete the tapestry. In these strategic decisions lies the key to not just building an OTA but creating a lasting and successful travel venture.
92% of Travel Professionals Love Their Job: RateHawk
Representative Image Travel professionals around the globe demonstrate a strong long-term commitment to the industry and report high levels of career fulfilment. Their purpose-driven mindset, fueled by a passion for travel and human connection, continues to shape the sector and helps specialists navigate the increasing complexity of the post-pandemic environment. RateHawk, a B2B online system for booking hotels, flights, and transfers, surveyed over 1,300 professionals across Europe, North America, Latin America, Asia, and the GCC. The study examines agents’ key motivations, challenges, and the role of technology in the travel industry in 2025. The first part of the report focuses on travel professionals’ experience trends and the main drivers behind their lasting careers. Long-term commitment and a new wave of popularity Travel professionals show strong loyalty to the industry, with 42% of respondents having more than 15 years of experience. This trend is especially prominent in Europe (51% on average), particularly in Italy (68%), Germany (64%) and Spain (52%). At the same time, the industry continues to attract newcomers, with 18% of respondents worldwide having joined over the last 3 years. In some regions, this share is noticeably higher — for example, 23% in North America and 25% in Latin America. Meanwhile, one in four respondents worldwide (25%) has worked in the industry for 4 to 10 years, while 15% have 11 to 15 years of experience. In Asia, 42% of respondents joined the industry over the past 10 years, and 16% within the past 3 years. “Today, the travel industry continues to draw new specialists, making it one of the fastest-growing career sectors, according to global reports. Our study also showcases the growing popularity of the travel advisor profession in the last 3 years. It is driven by the transformation of the economy after the pandemic and the desire of next-gen travellers to rely on travel agents while planning their trips,” commented Astrid Kastberg, Managing Director of RateHawk. The survey shows that 93% of the participants work in small and medium businesses of up to 50 people. Of these, 50% of all travel professionals globally work in businesses of 2 to 5 people, with the highest concentration in Europe (58%) and Latin America (47%). Around 17% operate as independent agents, with North America reporting the largest share (22%). In contrast, solo professionals are far less common in Asia and the GCC, where medium-sized companies (6 to 50 employees) dominate, representing 44% and 51% respectively. Globally, medium-sized companies account for 26% of respondents. Only 7% of respondents work in companies with more than 50 employees. "Since the majority of travel businesses are relatively small, effectiveness is crucial. Success depends on every team member, which is why RateHawk develops tech-driven tools to help agents excel and deliver outstanding service with less effort,” shared Astrid Kastberg. Motivated by curiosity and the human touch Job satisfaction is remarkably high in the travel industry, with an overwhelming 92% of professionals describing themselves as satisfied or very satisfied in their roles. Only 1% of respondents globally reported being dissatisfied. Asia, in particular, indicates 86% satisfied and 14% neutral respondents, with no dissatisfied participants at all. According to the survey, travel professionals worldwide are most motivated by the opportunity to create memorable experiences for their clients (51%), explore new destinations (42%) and receive positive client feedback (39%). This reflects a human-focused approach that drives agents’ careers. One in four respondents also values the independence their travel career offers, while work-life balance (21%) and financial incentives (15%) are less commonly cited among the most rewarding aspects. Asian travel professionals share similar top three satisfying elements, but they also highlight being part of the international travel community (27%) and access to special rates (31%) as favourite perks of the job. When interacting with clients, global respondents find building long-term relationships (36%), receiving positive feedback (30%), and helping clients find the perfect offer (26%) to be the most rewarding aspects of their work. In contrast, closing high-value sales is perceived as a much less rewarding experience, with only 8% of respondents selecting this option. To stay motivated, travel professionals choose ongoing professional and business development: 46% attend travel industry events, 45% set personal sales goals, 39% enjoy professional networks, and 31% regularly participate in webinars and educational courses. Other motivating habits include testing new AI tools, exploring partnerships, and taking personal trips to design better itineraries for clients. “The travel industry has always attracted passionate specialists who love exploring the world themselves and helping others create meaningful experiences. Our mission is to empower both veterans and newcomers with technology-driven solutions that streamline routine tasks and focus their energy on the parts of the job they enjoy most. This report reflects our commitment to supporting the travel professionals’ community and driving the sustainable development of the travel industry in general. We believe that by better understanding the real needs and motivations of travel professionals, stakeholders can create more relevant solutions," shares Astrid Kastberg, Managing Director of RateHawk. The report is based on the survey held in the second quarter of 2025. The respondents were the representatives of leisure and business travel sectors, including travel agencies, travel management companies, tour operators, host agency members and independent travel advisors.
Which travel companies are making a difference for silver travellers?
While many companies are capitalising on younger free and independent travellers (FITs), there are agencies and tour operators that work to help silver travellers get the trips of their dreams, ensuring accessibility, safety, and proper mobility from start to finish. Per Grand View Research’s projections well up to 2030, experts note how companies actively seek to enhance travel experiences for an older clientele, building in relevant elements that will make their travels much easier and more enjoyable. Such measures involve a greater deal of care, especially where health and physical safety are concerned, along with exceptional service quality and value for money. Which companies are actively working with silver travellers? As of March 2025, experts have listed 15 companies that offer tour packages or showcases specifically to older travellers. These are: SOTC Travel Limited Intrepid Travel Thomas Cook India Group China Tourism Group Duty Free Corporation Limited Kesari Tours Pvt Ltd. Flight Centre Travel Group Limited Trip.com Travel Singapore Pte. Ltd Expedia, Inc. MAKEMYTRIP PVT. LTD. Liberty Travel Collette Travel Service Tauck Abercrombie & Kent USA, LLC Travel Leaders Yatra Online Limited Of this roster, three companies stand out thanks to the exceptional service they offer to travellers over the age of 60. Travelling at your own pace with Intrepid Travel Intrepid Travel is one of them, as the global firm has been offering travel experiences specifically developed for older adults. Among Intrepid’s more popular offerings for the segment are tours paced at a much slower speed than the usual in order to help participants relax and enjoy a destination at their own pace. Intrepid also offers itineraries developed with varying levels of mobility in mind and, in both cases, tour groups are smaller to offer a more personal and intimate experience to each participant. Thomas Cook offers a personalised tour on the Indian Subcontinent Silver tourism is a priority segment for those at theThomas Cook India Group who make it a point to consider the needs and preferences of older travellers. Thomas Cook’s tailored packages put comfort, convenience, and safety first, offering a range of customised itineraries, specialised accommodations, and expertly-guided tours. The company prides itself on leisure trips to popular destinations and wellness retreats, as well as cultural expeditions. Flight Centre Travel Group: service in diverse ways Flight Centre Travel Group Limited is a global travel agency with a diverse portfolio that includes retail travel, corporate travel management, and wholesale travel services. The company operates under various brands, including Flight Centre, StudentUniverse, and Travel Associates, catering to different customer needs, and this diversity has enabled them to look closer at the specific needs of an older client base. That said, Flight Centre’s brands provide specialised services and tailored travel packages that address older adults’ unique preferences and requirements. Among the options on offer are leisurely and culturally enriching tours, comfortable accommodations, as well as itineraries designed to accommodate varying mobility and health needs.
12 tips from 4th edition of the ‘India Holiday Report’ by Thomas Cook & SOTC Travel
Representative Image Thomas Cook (India) Limited and its Group Company SOTC Travel, have released their India Holiday Report 2025 – a comprehensive study capturing the evolving aspirations and travel behaviour of Indian consumers. The survey conducted across digital platforms covering over 2500 respondents (a combination of past Thomas Cook India and SOTC Travel customers, as well as non-customers) over a duration of one month, reflects a significant shift driven by rising disposable incomes and the growing aspirational value of travel, including experiential holidays. With 85% of Indians planning to increase their frequency of holidays and a significant number intending to boost budgets by up to 50%—the report paints a picture of a booming travel economy. Experiential and event-led travel such as polar/ icebreaker cruises, music concerts, global sporting events, wildlife safaris, gastronomy and vineyard trails, stargazing camps and phenomenon travel (Northern Lights, Cherry Blossom, Midnight Sun, etc.) are at the forefront of Indian travellers’ preferences. Phygital journeys, blending digital discovery with human touch-points, continue to influence and drive bookings. Additionally, travellers are showing a clear inclination towards longer holidays – both domestic and international. Today’s new-age Indian traveller is also keen on spiritual travel, hidden-gems and distinctive accommodation like igloos, treehouses, chalets-chateaux… Key findings include: 1)Key Holiday Drivers: Travel has now become a necessity – an essential part of the Indian lifestyle and is driven by factors like: Influence of Social media, OTT platforms and Movies: 60% respondents indicated that social media, OTT platforms and movies are increasingly shaping their travel decisions Simplified visa processes and easy access: 44% respondents are more likely to visit countries offering simplified visa processes like e-visa or visa-on-arrival options such as Thailand, Malaysia, UAE, Sri Lanka; while countries that issue long-term visas are also seeing uptick like the Australia, Japan, USA Enhanced connectivity: 43% Introduction of new routes and direct flights are significantly improving accessibility - fuelling travel demand not just from metros, but significantly from India’s rapidly growing Regional Tier 1 & 2 markets Indian consumers continue to remain value-seekers: 39% prefer to actively seek promotions, highlighting the strong influence of discounts/special offers on their purchasing decisions. Promotional campaigns & deals from tour operators and tourism boards are driving travel interest. At the same time, there is a clear shift towards trusted travel brands for premium holiday experiences, reflecting a focus on reliability Word of mouth still relevant: 30% of respondents reported that recommendations from friends, family and colleagues continue to impact their holiday decisions 2)Increased frequency of Holidays and Longer Stays: Holidays set to double/Triple: 85% of respondents plan to increase their holidays from 2 per year to 4-6 trips annually Smart planning fuels mini-cations: 47% of respondents intend to leverage long weekends/ public holidays for short getaways Equally, Strong shift towards longer trips with 54% respondents preferring longer holidays by extending for an additional 5-10 days, to create holidays of an average of 8-15 days 3)Strong Holiday Spend Intent: Approximately 84% of respondents plan to increase their travel spends by 20-50% in 2025, with over 18% intending to boost budgets by a significant 50% This mirrors a broader trend, where travellers are allocating more budgets to gastronomy, experiences and shopping - including premium outlets like McArthurGlen and Bicester Village 4) Evolving Travel Companion Preferences: Travelling together remains the preferred mode, with 90% opting for company. Multigenerational families (65%) lead the chart, followed by couples (60%) and a rising segment—‘frolleagues’ (colleagues who double as friends) at 28%; Solo at 10% Family bonding trips on the rise: There's been an increase in travel experiences focused on family connections, such as mother-daughter trips and sibling/cousin holidays Growing subsets, including solo female travellers, also in older age groups and empty nesters, reflecting diverse companion preferences across demographics 5)Experiential Travel Takes Centre Stage: Close to 75% respondents indicating strong interest for experience-led holidays Over 45% of respondents are prioritizing phenomenon-based travel (like Northern Lights – Norway, Murmansk; Japan-S Korea’s Cherry blossoms; Midnight sun –Iceland, Russia) - a pivot towards bucket list experiences Uptick in Safaris, self-drives, outdoor adventures (32%) Gastronomy (26%) reflecting - evolving palates and desire to experiment - with France, Spain, Australia, Thailand, Malaysia, Japan, South Korea Event tourism—global music concerts, sporting events and festivals are also on the rise, aligning with a focus on entertainment-driven travel experiences (22%). Australia, Abu Dhabi, Thailand Spa-Wellness (19%) Relaxation & rejuvenation seeing demand – especially in destinations like Thailand, Bali, Kerala 6)Premium & Luxury Holidays on the Rise: Over 36% respondents are opting for premium experiences like transportation via super cars/bikes, luxury cruise holidays (Scandinavia, Mediterranean, USA), private island dining in Australia, upscale stays in boutique hotels, French chateaux/Swiss chalets, heritage properties in India, glacier landings in New Zealand 7)Destination Preferences: Internationally, Europe continues to top the list (50%) led by Switzerland, France, Austria, Germany; Eastern Europe’s Czech Republic, Hungary, Croatia emerging well. Short-hauls like Southeast Asia follows with favourites like Thailand, Malaysia, Indonesia, Singapore (46%); also Dubai, Abu Dhabi, Oman, Ras Al-Khaimah (37%); Japan & South Korea (35%) and Australia-New Zealand (26%); Island locales – Mauritius, Maldives, Bali, Sri Lanka (22%); South Africa & Kenya (12%) Central Asia’s Uzbekistan, Kyrgyzstan, Kazakhstan (32%) signal growing interest for unique short hauls with easy access and affordability Morocco, Iceland, Greenland (8%) emerging on the radar For travel in India and subcontinent: Kashmir, Himachal Pradesh, Uttarakhand (55%) remain top favourites; North East (25%); Bhutan (32%); Rajasthan & Kerala (21%). Island/beach escapes like Andaman & Lakshadweep (3%); are also gaining strong momentum; Goa (13%) 8)Increasing Demand for New Travel formats: Indians are increasingly opting for new and unique travel formats Cruises (45%), self-drives (35%) and scenic train journeys (20%) have entered the top three holiday travel formats apart from flights, as more travellers seek unique, curated, comfort-first experiences. Cruises across domestic and international for both ocean and river options, are emerging as popular choices This shift reflects the growing appeal of slow, immersive travel over rushed itineraries, including sustainable options like scenic train journeys in Switzerland 9)Booking Patterns: Travellers are increasingly using a blend of digital platforms for research, contact centers and retail outlets for bookings, making phygital journeys a key driver of conversions 58% prefer a mix of online convenience with offline guidance (phygital), 59% opt for in-person visits to tour agency or talking over the phone while 68% book online While digital adoption is growing, there remains a strong dependency on in-person visits to agencies, valued for the human touch, personalized guidance and expert recommendations 10)Travellers Equally Divided Across Travel Styles: The report reveals a near-equal distribution in travellers preferences for type of holidays 35% prefer partially guided tours, valuing a balance of structure and autonomy 33% respondents opted for fully packaged and guided tours, seeking a seamless, worry-free experience. Interestingly an equal number of respondents (32%) opted for entirely self-planned journeys 11) Sustainability focus: 37% of respondents are increasingly prioritizing sustainability and eco-conscious practices in their travel choices 12) Impact of AI & Tech on Travel Planning: The rise of AI and technology is transforming travel planning, with 35% of travellers using digital platforms for research, bookings and itinerary planning Rajeev Kale, President & Country Head – Holidays, MICE, Visa, Thomas Cook (India) Ltd., said: "The Indian traveller story is no longer just about destinations—it’s a reflection of evolving lifestyles and rising aspirations. Our Holiday Report 2025 clearly signals the emergence of a bold, experience-first traveller mind-set. Indians are not only travelling more, but also increasing spends - choosing depth, discovery and emotion over traditional sightseeing tours. While multigenerational family segments continue to lead, we are seeing strong emergence of new travel subsets like frolleagues and solo travellers. Our Holiday Report 25 reflects a strong shift towards offbeat travel and emerging destinations like phenomenon travel - whether it's experiencing cherry blossoms in Japan/South Korea or witnessing the midnight sun in Scandinavia/Russia. At Thomas Cook, we’re excited to witness the rapid evolution of Indian travellers and are curating exciting holidays that reflect this experience-first outlook.” SD Nandakumar, President & Country Head - Holidays & Corporate Tours - SOTC Travel, said: “Our Holiday Report 2025 reflects evolving travel formats, with Indians moving away from rushed itineraries in favour of comfort-first, immersive experiences. Slow travel is seeing an uptick, with river and ocean cruises and sustainable rail journeys offering unique opportunities for exploration. Additionally, spiritual/pilgrimage tourism is on the rise – with our ‘darshans’ portfolio coupled with adventure tourism is gaining popularity – interestingly from young India’s millennials and GenZ. Booking behaviours have also shifted—while Indians are researching online, they continue to value expert guidance, making SOTC’s phygital approach a key driver of trust and convenience. At SOTC, we’re proud to offer experiences to suit every Indian traveller segment. With over 75 years of experience and a deep understanding of Indian travellers’ evolving needs, SOTC ensures that every journey is memorable and enriching.” The Thomas Cook India and SOTC Travel’s India Holiday Report 2025 showcases the Companies’ commitment to understanding evolving traveller preferences and catering their offerings accordingly. While the 2025 findings delve deeper into emerging patterns, the consistent trend line from 2023 to 2025 is unmistakable: India is travelling more, spending more and wanting more from every holiday.
CLIA announces record travel agent membership
Cruise Lines International Association (CLIA) UK & Ireland recently made a number of agent-friendly announcements and updates at its annual conference in Southampton. Over 850 delegates from across the trade heard from Andy Harmer, managing director UK & Ireland, who confirmed: There has been a 10% increase in CLIA membership since May 2024, with almost 4,300 agency members and 10,000 individuals now using CLIA's resources and training A further expansion of CLIA's online 'virtual ship tours' is being made, with 12 more vessels added this year. The CLIA Cruise Champions Class of 2025 will graduate in June – and new for the next intake in the autumn will be a Luxury Cruise stream, to sit alongside the current Expedition Cruise and River Cruise programmes A complimentary 'New to Selling Cruise Virtual Day' has been announced for July 3, which is open to all cruise agent newcomers. CLIA Cruise Week will this year take place from September 15 - 21. CLIA is encouraging the trade to start their planning now, while a raft of Cruise Week agent updates will be made over the next few months CLIA Conference runs to May 24. It is the largest UK travel agent of the year and today included business sessions and a networking trade fair. The next couple of days feature a sailaway party and up to two ships for agents to visit, from an overall choice of six: Fred. Olsen Cruise Lines' Balmoral P&O Cruises' Britannia Oceania Cruises' Vista Princess Cruises' Sky Princess MSC Cruises' Virtuosa Royal Caribbean International's Independence of the Seas Two optional pre-Conference opportunities were yesterday on offer to delegates: a 'New to Selling Cruise Day', featuring sales training and product updates, or an ‘Expedition Summit’, which was hosted on Swan Hellenic in Portsmouth. Andy Harmer said: “The cruise sector is thriving, and we're thrilled to see so many agents, cruise lines and partners come together to share ideas, learn and celebrate our progress. Many thanks to everyone who has made such a wide-ranging event possible. "Our latest initiatives - from training days to enhanced virtual ship tours - reflect our ongoing commitment to supporting the trade with industry-leading information and advice. Whether agents are new to cruise or seasoned sellers, CLIA is here to help them grow their confidence, knowledge and bookings.”
Travel agencies: lasting relevance despite the onslaught of the digital age
Considering the number of online travel agencies (OTAs) currently operating, in-person travel agencies remain a key player in the global travel and tourism sectors. It was quite telling, per recent experience, that over 500 travel buyers joined the recently concluded Macao International Travel and over 26,000 travel sector professionals took part in the most recent Arabian Travel Market. The attendance rates at both events are proof that travel agencies remain alive, well, and are even thriving despite the aggressive movement of their digital counterparts. But how is it that analog agencies continue to loom large in the awareness of travellers despite the increasingly widespread use of OTA platforms for booking everything from flights and hotel stays to tickets for popular events and attractions? The global travel agency sector as it currently stands To gain some perspective on just how big the global travel agency sector is, research firm IBISWorld reports as of end-April 2025 that there are currently 571,541 registered travel agencies operating worldwide. Indeed, to quote Statista’s latest report released on 31st March of this year: “Despite having lost ground to OTAs, brick-and-mortar shops are still relevant in the market, with consumers often preferring to rely on travel agents when in need of an expert’s opinion.” This is particularly true for the cruise industry, where bookings could be more complex. When looking at the sales channels of the global cruise industry, offline channels generated over three-quarters of that market’s revenue in 2024." M Atif Hashaam Hasmi, assistant manager at TravelHouseUK in London, opines that travel agencies have something that even the most efficient OTA could never have artificial intelligence (AI) notwithstanding: the human touch. As Hasmi puts it: “While the digital age offers convenience, traditional travel agencies' unparalleled personal touch and expertise remain unmatched. In the realm of travel, where experiences matter, the human connection becomes invaluable. As you plan your next journey, consider the timeless charm and reliability of a traditional travel agency, where your dreams are crafted with a personal touch.” Points to consider Many experts have pointed out that utilising the services of in-person travel agencies as opposed to booking with OTAs offer several specific advantages. These are: A personalised approach to travel bolstered by extensive knowledge and experience When one deals with a travel agent, one is bound to receive not only personalised service, but advice born of years of experience and a comprehensive knowledge of the sector. Thanks to this, in-person travel agencies are able to offer their clients trip packages to suit their specific needs and purposes. This is particularly important for clients who are travelling with either very young children or the elderly, travellers with medical conditions, and business travellers who have specific requirements. Greater savings Also, a travel agent’s knowledge of the field means that clients could get better rates on flights, stays, and attractions than any offered to them online. Not only that, we have noted over the past several years that there are a number of hidden costs that OTAs charge, and customers only see these on payment; indeed, additional fees take the cost of a trip booked online well above the tag price that drew them to the platform in the first place. Travel agencies can also save clients time as they do everything from booking to arranging transport; all clients really need to do is show up on time. We should also mention the fact that many travel agencies have exclusive access to deals and packages that offer more bang for a client’s buck. Ready for anything…even the unexpected Another key reason why travel agencies are still top of mind for many travellers is that they can assist with complex itineraries and changes. OTAs are good enough for booking simple trips, but it takes an in-person agency to handle more complicated arrangements, making them a better choice for those travelling with family, those on the move for medical reasons, and luxury travellers. While online booking sites may be convenient for booking simple trips, they may not be equipped to handle more complicated travel arrangements. Also, if there are any changes, travel agencies can do whatever is necessary, thus decreasing stress on the part of their clients. Clients have nothing to worry about Since we’re on the subject of lessening stress, keep in mind that one of the biggest benefits of working with an in-person travel agency is the peace of mind they can give their clients thanks to their constant support. If anything goes wrong during the trip from cancelled flights and lost luggage to overbooked hotels and chaotic tours, a travel agent can help travellers navigate the situation and find a solution. Even before one heads out, their travel agent will be able to give relevant updates on the destination and even offer recommendations to make their trip more fun and memorable. A matter of security While OTAs are convenient, the rising incidence of online fraud and identity theft is enough to make travellers think twice about booking their trips through the internet. In which case, the interpersonal interaction with a brick-and-mortar travel agency offers a welcome modicum of security. Hasmi says of this: “While reputable online platforms employ security measures, traditional travel agencies build trust through years of reliable service and face-to-face interactions. Their long-standing reputation in the community speaks volumes.”
Higher costs may lead to decreased traveller numbers for Japan’s Golden Week
Japanese travel agency JTB Corporation reports that the number of citizens going on domestic trips for Golden Week could drop in the face of a higher cost of living. Analysts at JTB pointed out that numbers could decrease by around 6.9 percent from 2024’s total, putting the number of vacationers at around 23.45 million. At the same time, following the pandemic, many Japanese are veering away from holiday crowds, opting instead to take their vacations outside the Golden Week window which covers 26th April to 6th May of this year. Not quite there yet JTB also reported that the number of travelers will likely remain at around 90 percent of the pre-COVID level, as domestic travel is down 7.2 percent from 2024’s 22.9 million. On the other hand, overseas travel for Golden Week is up ten percent from last year, with closer destinations like South Korea and Taiwan gaining popularity due to a weakened yen. Based on JTB’s most recent survey, planned spending per person for a domestic trip is expected to average US$255 per person, up 1.4 percent from the previous year, while that for a person traveling overseas will average 268,000 yen, down 0.4 percent. These estimates are based on an online survey conducted last month among 1,846 people who planned a trip of one night or longer between 25th April and 7th May.
Hubby eSIM expands its reach with five new B2B travel partners
Hubby eSIM, the B2B provider of internet connectivity solutions for travel companies, has expanded its partner portfolio with five new B2B partners as part of its strategy to include affordable and seamless Internet access with travel products around the world. The latest travel companies to include Hubby’s eSIMs in their packages are: Nuco Travel Group – Founded in 2012, it is currently one of UK’s leading specialists in winter travel and market leader for student snow sports. Londonist DMC – A multi-award-winning student accommodation agency with offices in London, Turkey and China. It offers short- and long-term student accommodation in the British capital. Route Trip USA – A travel company specialized in organizing tailor-made road trips in the USA and Canada. Further Travel – An organization entrenched in the travel, events, gap year and volunteer sectors. Experience Plus – With offices in the USA and Italy, Experience Plus organizes bicycle tours in Europe and Latin America. These new partnerships highlight the growing demand for data services while “on the road” as 96% of travellers consider that having a reliable Internet connection during their trips is essential. Hubby eSIM offers easy-to-install, easy-to-use and affordable mobile internet services in more than 200 countries and regions. The company’s connectivity solution enhances the offering of travel companies that are willing to improve their value proposition and the experience of their customers with a branded solution. Among the benefits of Hubby’s eSIMs are: Simple installation through an app accessible for all ages before departure. Tailored to the needs, look and feel of travel brands. Mobile internet connectivity at local rates, which are 95 % cheaper than roaming prices. The eSIMs are shareable, which makes it an ideal solution for families or groups. Internet access with the customer’s regular mobile number. “Internet access has become a utility and a must-have service for travellers, who want to have an easy-to-use, reliable and affordable online connection wherever they travel to, so it comes as no surprise that the eSIM market is growing and is expected to reach 3.3 billion EUR in 2025 – explains Boris Bijlstra, Co-founder at Hubby eSIM. “Our solution and app are intuitive and accessible for travellers of all ages as we aim to connect travel brands with their customers through tailored eSIM services that enhance travel experiences. As a result, travel businesses are supporting our strategy with their trust”.
Rome & Milan lead Italy’s travel boom
Representative Image, Beatiful young couple having fun while visiting Venice Travel intelligence firms Mabrian and The Data Appeal Company, both part of Almawave Group, have released a joint analysis of international travel demand for Italy in the first half of 2025. Leveraging Mabrian’s Share of Searches Index and Data Appeal’s sentiment and accommodation pricing data, the study provides a comprehensive outlook on evolving traveler preferences, emerging trends, and market confidence in Italy’s key destinations. Italy’s international travel intent: a strong start to 2025 Mabrian’s analysis on travel intention, based on Share of Searches Index*, dives into search trends to Italy’s top 20 airports in the first half of 2025—representing 89% of total inbound travel demand; revealing that Italy remains one of Southern Europe’s most sought-after destinations. The country accounts for 27% of total international travel demand to the region, whereas Spain (33%) and ahead of Greece (8%). Rome and Milan continue to dominate Italy’s inbound travel demand, capturing a combined 61% of all international flight searches for early 2025. Rome alone has seen a 4.4 percentage point increase year-over-year, now representing 33% of total demand, while Milan has grown by 2.9 percentage points to reach 28%. Beyond these two powerhouses, urban cultural hubs such as Venice, Florence, and Turin are also experiencing a rise in search demand, reinforcing the trend of travelers prioritizing city-based experiences in low and shoulder seasons. Venice, the third most searched Italian destination, now accounts for 6.7% of the country’s total international travel demand. As a reference, Mabrian’s report "Where is the World Traveling in 2025?" highlights Rome, Madrid (Spain), and Lisbon (Portugal) as the world’s fastest-growing urban destinations for the first half of 2025. Rome’s demand is expected to continue rising, driven by the 2025 Jubilee Year celebrations. By contrast, seasonal destinations such as Naples, Sicily, Sardinia, Bari, and Brindisi show a temporary decline in demand for early 2025, though this is expected to rebound as summer approaches. Italy’s sentiment score remains among Europe’s highest According to The Data Appeal Company’s analysis, Italy’s Sentiment Score—based on traveler feedback and online reviews—remains exceptionally high at 87/100, ranking above Spain (86) and France (85). Key urban destinations such as Rome, Florence, Turin, and Venice maintain stable scores of 87-88/100, while Milan follows closely with a score of 85. “These consistently high sentiment scores indicate that overtourism has not significantly impacted visitor experience, highlighting Italy’s effective destination management and sustainable tourism practices,” explains Mirko Lalli, CEO & Founder of The Data Appeal Company.07’ Accommodation market trends & major events driving demand The study also provides insights into Italy’s Online Travel Agency (OTA) pricing trends for early 2025. January and February show a slight slowdown, with a 7% decrease in OTA saturation rates compared to last year. However, from April onwards, prices increase steadily, peaking in June with a 22% rise in average rates, reflecting strong demand in cultural and urban destinations. Rome:Despite the upcoming Jubilee Year celebrations, prices and occupancy rates remain stable, with increases starting in April (up to +6%) and a more significant rise in June (up to +25%). Milan:The city’s accommodation rates follow a similar pattern, with June rates surpassing 2024 levels by 20%. The Salone del Mobile event is expected to generate an extraordinary 54% increase in average prices, highlighting its strong international appeal. Florence & Venice:These cities show stable OTA rates for the first half of the year, with minor increases expected around Easter and early summer. Turin:The city is experiencing a 10% increase in OTA rates year-over-year, with demand peaking in June (+40%), driven by the Special Olympics World Winter Games in March and its designation as the EU Smart Tourism Capital 2025. A positive outlook for Italy’s tourism sector The combination of strong travel intent, high visitor satisfaction, and rising accommodation demand reflects a positive trajectory for Italy’s tourism sector in 2025. “Italy continues to demonstrate strong traveler sentiment and robust demand, with key urban destinations maintaining high visitor satisfaction. The sentiment score remains among the highest in Europe, signaling effective destination management despite ongoing tourism growth. Additionally, OTA rates indicate a solid recovery, particularly from April onwards, driven by major events such as the Salone del Mobile in Milan and the Jubilee in Rome. This reflects a growing traveler confidence and the increasing appeal of Italy beyond traditional peak seasons,” concludes Lalli. With shifting traveler preferences and a focus on urban getaways, Italy is poised for a strong start to 2025, reinforcing its status as a top global destination. *Mabrian’s Share of Searches Index is a proprietary index that reflects the strength of travel demand based on flight searches behaviour, for given source markets and during a period of time. This ratio shows the travel intention to certain destinations, independently from actual consolidated bookings.
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