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Traditional Travel Agency Market

Traditional Travel Agency Market Size, Share, Competitive Landscape and Trend Analysis Report, by Service Types, by Age Group : Global Opportunity Analysis and Industry Forecast, 2023-2032

CG : Travel & Luxury Travel

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Author's: Jaya Bundele | Roshan Deshmukh
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Traditional Travel Agency Market Research, 2032

The global traditional travel agency market size was valued at $143.9 billion in 2022, and is projected to reach $212.9 billion by 2032, growing at a CAGR of 3.7% from 2023 to 2032.

Traditional travel agencies are companies that help people and organizations with trip planning, booking, and management with services related to travel. For many years, these organizations have served as an important part of the travel sector, providing tourists with specialized and personalized guidance.

Traditional Travel Agency Market


The market for traditional travel agencies has been considerably influenced by the growth of digital technology. Consumers can research, compare prices, and book travel services due to online booking platforms, meta-search engines, and travel aggregator websites. Traditional agencies are making modifications including incorporating digital technologies, providing online booking choices, and improving their web presence to be more competitive in the market. A variety of travel opportunities are available through online travel agencies (OTAs) and other digital channels, frequently at affordable prices. Thus, traditional travel agencies have been obliged to compete based on superior client service, expert knowledge, and distinctive travel experiences. Furthermore, more people are choosing do-it-yourself (DIY) trip planning and booking due to changing consumer preferences, especially among younger generations. This, in turn, decreases the need for traditional travel agency services.

Traditional travel agencies' operations are impacted by regulatory norms and laws such as data protection legislation and travel and tourism sector rules. It is difficult and necessitates constant vigilance to maintain compliance with existing laws while adjusting to new technologies. The travel business is significantly impacted by events such as disasters, health crises (like pandemics), geopolitical tensions, and economic downturns. When responding to such incidents, traditional agencies are prompt to aid the affected tourists and modify their plans as necessary.

Online platforms frequently offer pricing transparency, making it simple for customers to compare rates and find discounts. It made it difficult for traditional travel companies to compete on cost as customers are expected to receive the greatest deal possible. Traditional travel agencies had to change their way of operation to accommodate the travel industry's digital transition. Agencies that take too long to implement these changes experienced inefficiencies and have trouble attracting tech-savvy customers.

Peer-to-peer platforms and travel marketplaces have also entered the sector, contributing to the competition that traditional agencies face from OTAs. These platforms challenge the traditional agency framework through direct connections between customers and service providers. Demand for traditional travel agency services is affected by the preferences of various traveler categories. Older travelers who place a high emphasis on personalized attention and expertise are more likely to use traditional agencies, whereas younger travelers favor online resources. Agencies need to customize their services according to different age groups.

The majority of traditional travel agencies derived a significant portion of their income from commissions from airlines and other travel service suppliers. Airlines that decreased or canceled commissions forced agencies to find alternative sources of income. Airlines, hotels, and other suppliers are looking at new distribution channels, such as direct web sales and agreements with OTAs. This has resulted in traditional agencies being subsequently given less access to exclusive deals.

Traditional agencies continue to have a competitive advantage due to their extensive destination knowledge and expertise. The value proposition of traditional agencies is strengthened by their ability to create intricate itineraries, provide detailed information, and address travel-related problems. Traditional travel agencies now have the prospect to craft one-of-a-kind, immersive experiences due to the focus on experiential travel. Traditional travel firms differentiate themselves by creating customized itineraries that reflect the interests and values of their clients.

Travel plans are disrupted, and individuals are discouraged from making reservations because of natural disasters, political unrest, and health problems (such as the COVID-19 pandemic). Such occurrences have a big impact on the market for traditional travel agencies. Many people choose to organize their own trips as travel information is available online. Due to this, there is less need for traditional travel agency services like researching destinations and creating itineraries. In addition, recessions or economic downturns cause consumers to spend less money on travel, which has an impact on the traditional travel agency market demand. The same level of customized experiences that tourists enjoy online are sometimes difficult for traditional agencies to deliver. This increases the demand for online platforms that provide specialized options.

Traditional travel agents' offerings are improved by partnerships with airlines, hotels, tour operators, and other travel service providers. Such alliances give customers access to exclusive offers, extra rewards, and a greater variety of opportunities. The demand for travel companies that offer eco-friendly solutions and promote ethical tourism has increased as a result of the growing concern for sustainable and responsible travel practices. These factors are considered by traditional agencies while developing their offers.


The traditional travel agency market is analyzed on the basis of service type, age group, and region. By service type, the market is divided into transportation, travel accommodation, and vacation packages. By age group, the market is segmented into 22-31 years, 32-43 years, 44-56 years, and >56 years. Region wise, the market is analyzed across North America (the U.S., Canada, and Mexico), Europe (France, Germany, Italy, Spain, the UK, and the rest of Europe), Asia-Pacific (China, Japan, India, South Korea, Australia, Thailand, Malaysia, Indonesia, and the rest of Asia-Pacific), and LAMEA (Brazil, South Africa, Saudi Arabia, UAE, Argentina, and the rest of LAMEA).


According to traditional travel agency market statistics, as per service type, the transportation segment dominated the global traditional travel agency market in 2022 and is anticipated to maintain its dominance throughout the forecast period. Many traditional travel agents are now offering more services in addition to booking hotels and flights. They are incorporating a variety of transportation services into their platforms, including vehicle rentals, rail tickets, and even local transit choices such as ride-sharing services to provide complete travel solutions. Further, travelers are paying closer attention to their carbon footprint, due to growing environmental concerns. Thus, travel companies are being compelled to provide information on sustainable travel options.


By age group, the 22-31 years segment dominated the global traditional travel agency market in 2022. The age group of 22-31 years, commonly referred to as millennials and younger members of Gen Z, is significantly influencing the tourism industry. Travelers in the Millennial and Gen Z generations place high importance on customized experiences and look for authenticity. The interests and principles of this group are being taken into consideration as travel agents work to create special experiences like immersive local interactions. This age group demands eco-tourism, cultural immersion, and other experiential travel possibilities. Travel businesses are customizing their offerings to accommodate these interests.


Region wise, Europe is anticipated to dominate the market with the largest traditional travel agency market share during the forecast period. European travelers, particularly those with higher incomes, are looking for distinctive and immersive travel experiences. Traditional travel companies are meeting this requirement by creating custom itineraries that emphasize cultural immersion, local experiences, and genuine contacts. Travelers frequently choose to visit many destinations as Europe has diverse nations and cultures nearby. Traditional travel agencies are now offering packages that let visitors visit different nations or cities during a single journey, frequently using effective modes of transportation like railways or low-cost flights.


The major traditional travel agency industry players in the traditional travel agency industry include Expedia Group Inc., Booking Holdings, Mahindra Holidays, STA Travel, Carlson Wagonlit Travel (CWT), AAA Travel, Kuoni Group, Thomas Cook, TUI AG, and Flight Center Travel Group Limited.

Traditional travel companies offer comprehensive knowledge of locations, lodging options, and experiences, as well as proven expertise in vacation planning. They offer specialized itineraries and one-on-one assistance to suit the preferences of each traveler. These companies provide personalized and secure experiences through direct communication and committed customer support. In addition, custom multi-destination itineraries and group travel are two areas where traditional agencies excel in the market. Furthermore, exclusive offers and perks for customers result from established connections with airlines, hotels, and other vendors. Traditional agencies are prepared to help travelers in difficult situations with rebooking and support services.


  • In June 2022, Flight Centre Travel Group (FCM) opened a new office in Tokyo, Japan to expand its presence and customer reach.
  • In July 2023, CWT Global B.V. integrated WhatsApp with its messaging services channel to provide its customers and employees to contact CWT Global B.V. regarding travel arrangements.
  • In January 2023, TUI AG opened a new travel agency location in Toru? shopping center Nowe Bielawy, Poland. With this, it will expand its capabilities in travel agency services delivery and will further its business presence.
  • In March 2022, TUI AG through its brand TUI Blue, opened its new development offices in Dubai and Hong Kong and expanded its operations in Asia & Africa. TUI Blue is focusing on expansion and aiming to grow worldwide.

Key Benefits For Stakeholders

  • This report provides a quantitative analysis of the traditional travel agency market segments, current trends, estimations, and dynamics of the traditional travel agency market analysis from 2022 to 2032 to identify the prevailing traditional travel agency market opportunities.
  • The market research is offered along with information related to key drivers, restraints, and opportunities.
  • Porter's five forces analysis highlights the potency of buyers and suppliers to enable stakeholders make profit-oriented business decisions and strengthen their supplier-buyer network.
  • In-depth analysis of the traditional travel agency market segmentation assists to determine the prevailing market opportunities.
  • Major countries in each region are mapped according to their revenue contribution to the global market.
  • Market player positioning facilitates benchmarking and provides a clear understanding of the present position of the traditional travel agency market players.
  • The report includes the analysis of the regional as well as global traditional travel agency market trends, key players, market segments, application areas, and traditional travel agency market growth strategies.

Traditional Travel Agency Market Report Highlights

Aspects Details
Market Size By 2032

USD 212.9 billion

Growth Rate

CAGR of 3.7%

Forecast period

2022 - 2032

Report Pages


By Service Types
  • Transportation
  • Travel Accommodation
  • Vacation Packages
By Age Group
  • 22-31 Years
  • 32-43 Years
  • 44-56 Years
  • >56 Years
By Region
  • North America  (U.S., Canada, Mexico)
  • Europe  (France, Germany, Italy, Spain, UK, Rest of Europe)
  • Asia-Pacific  (China, Japan, India, South Korea, Australia, Thailand, Malaysia, Indonesia, Rest of Asia-Pacific)
  • LAMEA  (Brazil, South Africa, Saudi Arabia, UAE, Argentina, Rest of LAMEA)
Key Market Players

Flight Centre Travel Group (FCM), Thomas Cook India Limited, Expedia Group, Inc., AAA, Kuoni, TUI AG, CWT Global B.V., Booking Holdings, Inc., Mahindra Holidays & Resorts India Ltd., STA Travel

Analyst Review

The perspectives of the leading CXOs in the traditional travel agency industry are presented in this section. The traditional travel agency market is one of the important components of the travel and tourism sector, offering a variety of services to facilitate both groups and individuals in planning, organizing, and scheduling their trip itineraries. Travel agents customize tours to suit specific preferences and needs because they thoroughly understand the destinations they are visiting. However, the growth of online booking services and the rising popularity of do-it-yourself (DIY) trip planning have presented severe obstacles for this sector in recent years. The demand for traditional agency services has decreased due to these platforms' convenience, variety of options, and frequently lower prices.

Some traditional travel agencies have adapted in response to these obstacles by incorporating digital tools into their processes. To adapt to shifting customer preferences, they also include online booking options, virtual consultations, and mobile applications. In addition, some companies are now concentrating on specialized experiences, luxury travel, or niche industries that demand a higher level of knowledge and customization. Despite the industry's evolution, traditional travel agencies continue to have value for some traveler groups who seek individualized help, intricate itineraries, and human touch. The market for traditional travel agencies is expected to expand in the future as companies work to strike a balance between maintaining their core values and providing the best customer service by implementing the latest technology that modern travelers expect.

Author Name(s) : Jaya Bundele | Roshan Deshmukh
Frequently Asked Questions?

The global traditional travel agency market was valued at $143,944.0 million in 2022, and is projected to reach $212,937.0 million by 2032, registering a CAGR of 3.7% from 2023 to 2032.

The forecast period in the Traditional travel agency market report is 2023 to 2032.

The base year calculated in the Traditional travel agency market report is 2022.

The top companies analyzed for the Traditional travel agency market report are Expedia Group Inc., Booking Holdings, Mahindra Holidays, STA Travel, Carlson Wagonlit Travel (CWT), AAA Travel, Kuoni Group, Thomas Cook, TUI AG, and Flight Center Travel Group Limited.

The transportation segment is the most influential segment in the Traditional travel agency market report.

Europe holds the maximum market share of the Traditional travel agency market.

The company profile has been selected on the basis of key developments such as partnership, product launch, merger and acquisition.

The market value of the Traditional travel agency market in 2022 was $143,944.0 million.

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Traditional Travel Agency Market

Global Opportunity Analysis and Industry Forecast, 2023-2032