If you have access to real time stock market and financial data, would it make you confident of leading your own investments?

We guess not.

Travellers also, have started to feel the same about their travel and holiday planning.

Travel industry, which went through drastic changes in customer behaviour due to digital penetration during the 90’s, is once again undergoing a noticeable shift. Consumers’ need for speed and explorative curiosity was well addressed by various websites and self service tools which entered the market during that time. Having tried and tested all options at their disposal for years, travellers’ interest in self-governed travel seems to be waning.

According to a 2014 study conducted by The American Society of Travel Agents, over half of leisure travellers constituting of Millennials (59%), Xers (53%) and Boomers (58%) who used travel agents believe that vacations planned with travel agents were better and comfortable than those organized without their assistance. The study, which was conducted by a third-party also revealed that this growing trend was at 13% per year when the study results were released.

Reasons for this shift are understood to be many. With the splurge of travel websites, apps and tools, consumers were bombarded with truck loads of information. It was only a matter of time before the overload of information caused sensory overload, which customers realised was overwhelming instead of being helpful.

Another significant reason for shift is the complexities involved in arranging a memorable travel or holiday. Unlike a simple point to point flight booking, a holiday, business travel, events etc behold myriad of options. This is where the in-depth experience, wisdom and knowledge of travel agents starts proving their mettle. Travel agents play the role of a puzzler, sifting through all the available information and giving you the best recommendations based on your preferences and requirements.

Travellers have also realised through experience that the ‘price advantage’ they believed to be getting on travel websites was not always the best. As it turns out travel agents have appreciable contacts and network with airlines, hotels, tour operators and other channel partners which is usually leveraged to source insider deals and value add offers which online only platforms are never able to match.

An interesting observation about this entire behavioural transition is the demographic insights. Millennials who are the most active users of internet and devices are also the leaders in this switch back to availing travel agent services. As millennial get busy with their careers and activities they are in need of an expert who can put together a memorable travel with value add services at the best price point.

After all isn’t that every traveller wants for themselves?