The conventional function of travel agents is being completely redefined, which is causing a major shift in the travel business. The boundaries between travel distribution are becoming less distinct as consumers look more closely at alternative booking channels. This changing landscape has forced travel agents to rethink their place in the ecosystem. It is recommended that travel advisers shift from transactional to marketing-driven practices, such as establishing online communities, producing genuine travel content, and serving as independent influencers. Today’s travel agency must choose between two distinct strategies: creating cutting-edge goods for specialized markets and broadening their distribution network by forming new alliances outside of the conventional travel industry.

Source: Economic Times January 04, 2026 11:39 UTC