This summer, stifling fighting words spoken by President Obama, at a town hall meeting in Atkinson, Ill. had the travel industry raising an eyebrow, and their voices, in hard-earned defense. In all fairness to the President, the context of the statement was a comparison of how on-line convenience has replaced the need for a real human. (A fact too many industries know far too well!) While it could be assumed the everyday internet traveler may think travel agents don’t exist any longer, substantial evidence proves otherwise.

Lack of education and exposure to the industry makes is easy to presume that brick and mortar travel agencies are extinct, especially with the major commercial pushes of on-line booking sites like Travelocity or Orbitz. It’s taken some time for their novelty to wear thin, for although they glitter, Business Travel News (BTN) reports ten consecutive months of decline in aggregate volume to be down 10.1% since the year prior, while the middle-mega-travel agencies, like yours truly, have “experienced a 2% year-over-year increase in transaction volume.” All that to say, the “gold” has kept and continues to keep its added value: the human experience.

USA Today published an insightful article on this issue, highlighting the balance of internet aid and real, live travel consultants. For the business traveler’s simple bookings, online travel has proved to be a commonly used resource. But when a traveler’s increased travel frequency, company regulations and bottom line come to call, businesses have turned to travel agencies to efficiently manage their company’s travel. As travel becomes more complex, travel consultants and their experience become more and more vital to a company’s fiscal success.

Yet the advancements in technology and our instinct for interpersonal interaction continue to hang in a fine balance. A whopping 70-80% of business travel management agencies have an online travel resource for their clients, making the two distinctive needs become harmonious. This incredible business solution supports a collaboration in management, gives travelers accessibility to all travel resources, as well as giving a mobile, on-the-go travel updates. A huge benefit to the constant traveler and their companies. BTI’s Business Travel Sales Associate Marcia Ehlers supports, “Companies like the online booking tool because their travelers can book travel online 24/7 and still be compliant with company travel policy.  Our travelers love the flexibility and the support and training BTI offers.  Our online adoption has gone from 6% in 2006 to 29% so far in 2011.”

The difference between the commercial internet booking sites and the travel agent managed booking tool are found in a couple key places: Agency Control/Collaboration, 24/7 Emergency Service and the full Management spectrum (from expense reports to small business reward programs). The popular internet resources are missing key pieces to the former list for consumer’s traveling success, especially for complicated itineraries and complete business solutions.

“Business travelers want to have the option of online booking because their used to it in their consumer lives. But when push comes to shove, they want to have the safety net of travel-agent support while they’re on the road, particularly during travel disruptions or emergencies,” says Julie Bottner, American Express Business Travel’s executive vice president for global operations and strategic markets.

We find the same thing, Julie. And as for you, Mr. President, we won’t take offense as long as you call a travel consultant the next time you fly!

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