Travel Agent or Travel Advisor?
Are you a Travel Agent or a Travel Advisor?
In the aftermath of ASTA rebranding itself as the American Society of Travel Advisors (bye bye agents), the sector has, for the most part, adopted the expression “travel advisor” over “travel broker/agent/consultant/planner, etc.” However, ASTA and the traveling retail community are equally discovering they still must use the expression “travel agent”. The term has a history, and both search engines and consumers don’t change language easily. To drive traffic to your website, it’s best not to completely drop the keyword Travel Agent just yet.
Nevertheless, most professionals in the industry are glad to see the change, since they think it will finally help focus customers about the services they supply. “Traveling agent” remains a favorite term with customers, and the search engine statistics agrees. According to Google Trends, aggregate searches for certain search terms are put on a proportional scale of 0 to 100, representing its own popularity. The results are clear, “Travel agent” is and always has always ranked higher than “travel advisor”. For example, in March 3 to 9,”travel agent” rated 100, while “travel advisor” rated at just 11. The spelling “travel adviser” ranked 0, “travel consultant” ranked 3 and “travel professional” ranked at a sad, 2.
Because the name change is still in its infancy, it might be wise to consider optimizing your website and local listings to include both name changes. While agencies such as ASTA are adopting the change, both algorithms and consumers take longer to adapt. Educating your customers through simple steps as changing titles on business cards can help the term prosper. Hopefully, as time passes, we will notice an increase in different descriptive terminologies.
What are your thoughts on the name drama? Does it not really matter, or are you embracing the new trend towards Travel Advisor?