Planning a holiday may sound exciting, but in reality, it can feel like a full-time job.
Just this past week, while trying to book a trip, The Sunday Morning Brunch found ourselves buried under endless tabs, researching destinations, arranging visas, comparing flights, checking transportation options, and wondering about basics like the best way to get around, how much food would cost, or even what language is spoken.
Between scrolling through services like Airbnb, Agoda, and Tripadvisor, cross-checking on Facebook and Instagram, and messaging hostels and hotels directly, we realised just how much work goes into putting together even a short holiday.
It was during this process that we asked ourselves a question many younger travellers often overlook: should we just get a travel agent to handle this?
Far from obsolete
As digital-first travellers, we tend to assume that booking everything ourselves is more cost-effective and gives us the freedom to ‘build our own adventure.’ But the reality is different.
Travel is expensive, and mistakes can be costly. What happens if your flight gets cancelled or delayed? What if you suddenly need lounge access or a rebooking at the last minute? Who do you call? This is where the role of the travel agent, far from obsolete, proves its continued value.
Despite the rise of online platforms that allow travellers to DIY their bookings, travel agents still offer unique advantages: they save time and reduce stress by handling logistics, provide insider knowledge of destinations, and, perhaps most importantly, offer protection and quick solutions when things go wrong.
This begs the question: what exactly do travel agents do today, and why might travellers, especially those of us who pride ourselves on being independent, still want to reach out to them when planning a trip?
‘More relevant than ever’
To get an insider’s perspective, Brunch spoke to Anura Rathnasekara, an independent travel agent, who explained that the core of his work involved handling the essentials most travellers found overwhelming.
“The primary functions of a travel agent are booking and reservations – flights, trains, buses, ferries, hotels, resorts, and even rental cars,” he said. Beyond that, agents assist with “itinerary planning, visa and documentation support, group travel management, and cost optimisation through negotiated fares or packages”.
But what really set travel agents apart, Anura emphasised, were the special services that often went unnoticed until travellers needed them.
“When you go through a travel agent, you’re not just getting someone to book your ticket. You are getting access to customised tours, corporate travel solutions, and emergency assistance when things go wrong,” he shared.
For example, agents can tailor packages for honeymoons, eco-tourism, or adventure trips, arrange corporate travel with chauffeur services and meeting coordination, or step in quickly when flights are cancelled or documents go missing.
He also highlighted the added value of protection and access. “Travel insurance, exclusive deals on cruises or safaris, licensed guides, accessibility services for elderly or differently-abled travellers – these are things people don’t always think about until they need them,” he explained.
Importantly, many agencies now provide 24/7 helplines to assist travellers abroad. “That kind of round-the-clock support can be a lifesaver when you’re stuck in another country and don’t know who to turn to,” he added.
For Anura, the takeaway is clear: “There is still a lot of benefit to using a travel agent. People assume it’s obsolete, but when you look at the bigger picture – saving time, avoiding stress, and having someone in your corner if things go wrong – it’s more relevant than ever.”
A vital advocacy role
Adding to this perspective, Vindula Lakshan of Ceylon Tours noted that the industry itself still leaned heavily on agents as a primary channel. “Travel agents are still the largest channel for airlines, hotels, and car companies,” he said.
Their role, he added, extended across all traveller profiles. “We cater to every type of customer, from the time-starved executive who needs an end-to-end travel management solution, to the leisure traveller looking for an experience tailored to their unique lifestyle.”
Waruna Prageeth of Sinbad’s Travels emphasised that one of the greatest values travel agents brought was during unexpected disruptions, particularly flight delays and cancellations.
“We have seen horrific delays recently with some airlines in Sri Lanka, and in these situations, our job is to provide the right coverage and advice, especially ensuring clients acquire the correct travel insurance,” he explained.
According to him, while delays are always a hassle, agents have leverage and contacts within airlines that ordinary passengers often don’t. “When an airline tries to rebook the next available flight, travellers with an agent often get added benefits – like lounge access – while they wait, because we know how to negotiate these things.”
He further underlined the advocacy role agents played when things went wrong. “Customer service from a lot of airlines is not nearly at the level it should be, which forces many travellers to, once again, rely on an agent. We act as advocates for our clients in the event that things don’t go according to plan. We are here to help them 24 hours a day, 365 days a year, before, during, and after travel.”
An irreplaceable human touch
Harsha Kodithuwakku of Empire Holidays Sri Lanka pointed out how overwhelming the abundance of online travel information could be for the average traveller.
“If you Google ‘Thailand homestays,’ you will find more than a thousand results. Have fun with that research,” he warned, adding that according to studies, “the average traveller spends nine sessions on the web and visits 21 websites before they finally book their trip. That number will surely increase with the deluge of travel content.”
He shared an example from a recent client who had spent nearly 30 hours online trying to book a simple one-night, two-bedroom stay but ended up with what Harsha called “analysis paralysis”. This, he explained, was becoming a common phenomenon among travellers who got lost in the sea of options and conflicting reviews.
Harsha also noted that many highly rated properties on Tripadvisor and other platforms were not always aligned with what certain travellers were seeking: “A lot of the top-rated hotels are geared towards the low-end or middle markets. That could explain why affluent travellers are turning back to travel agents.”
He went on to explain how the role of agents had shifted over time: “Travellers are looking for first-hand expertise and the travel agent has evolved to fill that void. No longer are agents sitting behind desks all day researching trips from afar; they are often on the road themselves, gaining valuable expertise. We focus on hiring people with real experience who know how to give the correct advice.”
According to him, today’s traveller often arrives well prepared but still needs reassurance. “Many clients come to us with a list of properties they have found on Tripadvisor, Airbnb, or Agoda. What they want is someone with expertise to give their stamp of approval, someone who has personally stayed in these lodgings or who knows clients who have.”
In an era where online platforms dominate and travellers have endless choices at their fingertips, the role of the travel agent is far from obsolete. If anything, it has become more valuable.
From navigating overwhelming information and avoiding costly mistakes to offering insider expertise, personalised experiences, and 24/7 support during crises, travel agents bring a human touch that no website can replicate. As Kodithuwakku put it, travellers often want “someone with expertise to give their stamp of approval”.
Whether for time-strapped executives, families seeking seamless holidays, or adventurers craving curated experiences, travel agents remain trusted advocates, ensuring that every journey is not just a trip but a carefully crafted experience as well.