The travel agency sector has been predicting its own demise for a decade; however, in 2026 there are still more than 9,000 agencies operating in Spain, and Those that have managed to reposition themselves not only survive: they thrive. Digitalisation has not wiped out travel agencies; it has wiped out those that had nothing to offer beyond what any search engine can do in thirty seconds. Those that remain have realised that their competitive advantage lies not in access to flights and hotels, but in their judgement, experience and relationship with the customer.
The state of the sector: how the travel agency market has changed
The OTA (Online Travel Agencies) Platforms such as Booking, Expedia and Kayak have captured the lion’s share of bookings for simple travel arrangements: point-to-point flights, city centre hotels and standard holiday packages. In Spain, the market share of digital platforms in leisure bookings now exceeds 70% in the simple travel segments.
A different kind of traveller, a different set of needs
Post-pandemic traveller behaviour has accelerated two parallel trends: the search for unique experiences and a zero-tolerance attitude towards the unexpected. Travellers who previously booked solely on the basis of price now value the peace of mind that comes from knowing there is someone on the other end of the line when something goes wrong. This shift in priorities has opened up a real opportunity for travel agencies that know how to capitalise on it.
Why travellers still need travel agencies (even if they don’t realise it)
There are some trips that an OTA cannot manage properly. Not because the technology isn’t up to it, but because the The complexity of the product requires human judgement, direct negotiation and knowledge of the destination which no algorithm can replace at present.
Cases in which the agency wins
Group trips with complex logistical requirements, remote destinations with limited online options, honeymoons where every detail matters, personalised experiences that bring together local, non-indexed suppliers, and the management of incidents at the destination are precisely the situations where the value of a travel agency is most evident. A customer who has missed a flight in Bangkok at two in the morning doesn’t want a chatbot: they want someone to sort it out.
Business models that are proving successful for agencies in 2026
Not all models are suitable for every agency, but there are three that are demonstrating resilience in the current market
Specialist niche agency
Luxury, adventure, accessible tourism, health tourism, honeymoons… Specialisation allows you to charge more, build greater customer loyalty and compete in areas where OTAs don’t operate.
Hybrid online-offline model
An active digital presence to attract customers, and a consultative sales process to convert them. It combines the scale of the online channel with the value of human advice when closing the deal.
Experience-design agency
It doesn’t sell holidays: it designs experiences. The agent builds the package from scratch by combining local suppliers, exclusive activities and personalised services.
Digital skills required by the team at a modern agency
Simply knowing how to sell a good holiday is no longer enough. The travel agent of 2026 needs to master a range of digital tools that were previously the exclusive preserve of marketing or IT departments.
The skills that make all the difference
The GDS (Global Distribution Systems) These remain the operational core, but must be complemented by CRM management for tracking customers and opportunities, an active presence on social media as a channel for customer acquisition and retention, content marketing aimed at promoting the destination, and basic analytics to understand which channels generate actual business. None of these capabilities is optional in a hybrid or influencer-led model: they are part of the product.
How to stand out through destination knowledge and specialised training
In a market where price is no longer a competitive advantage, knowledge is the asset that is hardest to replicate. An agent who has visited the destination, has local contacts and is familiar with the nuances not found in any guidebook is irreplaceable for certain types of traveller.
Certification as a selling point
The tourist board training courses (destination certification schemes offered by national and international tourism organisations) are a a viable way of demonstrating specialist knowledge. Combined with ongoing training on new products and market trends, these enable agents to establish themselves as leaders in their niche. From the Educa.Pro catalogue, you can access training in tourism and destination management tailored to industry professionals, with up-to-date content and formats that fit in with the day-to-day running of a travel agency.
The future of agencies: between AI and human expertise
The Artificial intelligence is already being used in the tourism sector: recommendation engines, personalised suggestions, chatbots for initial customer support and demand analysis tools. Agencies that ignore these tools will lose efficiency. Those that use them effectively will free up time for what AI cannot do: build trust, understand the customer and design experiences with care.
The human touch as a structural advantage
AI can generate an itinerary in seconds. It cannot know that a particular client prefers hotels with a terrace because they suffer from claustrophobia, or that they had a bad experience with a specific supplier last year. That information lies in the relationship, not in the algorithm. Agencies that invest in digital training for their staff and in processes that combine automation with personalised service face a more favourable outlook than the prevailing narrative about their demise would suggest.
The market has never stopped needing travel agencies. It has simply stopped needing those that failed to adapt.
