Planning a holiday to Europe or anywhere else can be overwhelming. It is almost as if there is too much information available via Google, Instagram, and Facebook. Italy is certainly one of those places saturated with information, some of which is great advice, but more often than not leads to even more confusion. At this point in the travel planning journey, time has been spent on your holiday, yet few decisions have been made. What if there was a person who could just do it all for you? Enter the travel agent and travel planner.
Is there a difference? Yes, and it matters.
Some companies use these two terms interchangeably, but there is actually a significant difference between them.
Travel Agents
A travel agent is someone who specializes in packaged tours that often include flights, hotels, tours and activities, and some meals included in a bulk package price. This package appears to be a good deal, and sometimes it is. If you are comfortable in small group tours, then this is a good fit. These tours have little flexibility and follow a very basic itinerary. However, these itineraries often conquer the biggest attractions and sights. The agent then marks up this package to sell to the client, and this markup is the agent's commission.
There are some great agents who do more customized trips by charging a small planning fee and then market commissionable hotels, tours, activities, and transportation. These are better suited to independent travelers who want bookings done for them and the guesswork taken out of the equation. These agents still base their income on commissions, so they may push an accommodation property offering better commissions over another property better suited to the traveler.
Travel agents often work with multiple destinations. Agents do not usually specialize and will serve clients interested in European cities, African safaris, and travel throughout Asia. Agents who tackle these complicated trips use Destination Management Companies to better organize itineraries and bookings, but this also means a larger markup for the client.
Travel Planners and Consultants
Travel Planners and Consultants tend to be more niche, focusing on a single country or a few destinations. They have true expertise and personal connections in these countries. These planners travel frequently to their destinations or live in these locations full time. Many also speak native languages, which is very helpful especially when trying to make local connections.
Travel Planners and Consultants are usually fee based, so they are not beholden to commissionable properties and tours. Instead, they create more curated itineraries, tours, activities, and logistics. They can also book all your restaurants and plan your holiday with all your wishes and requirements in mind.
Travel Planners still use Host Agencies and IATA numbers to make certain bookings. Some experiences like luxury trains require an IATA number. Host agencies have special relationships with certain brands like Four Seasons, Belmond, and Rosewood properties, allowing planners to secure added perks like room upgrades, resort credits, and late checkout for their clients.
However, not everyone is looking for five star hotels. Travel is not a one size fits all activity.
Finding Hidden Gems
In my case, Italy has fantastic properties that are not promoted through agents or even on large booking sites. These are family run agriturismi and organic farm stays, bed and breakfasts, and private villas that do not offer commissions but make for an incredible experience.
Travel Planners and Consultants rarely use markups. They pass the supplier rate directly to their client and are always looking for the best deal or, in many situations, the best fit for that particular traveler.
Which One Is Better?
One is not better than the other. It is all about what a traveler is looking to accomplish.
If you are more comfortable traveling with a group and having every step planned, along with hitting the major attractions, a package group tour is probably the best choice for you.
If you are working with a travel agent who can guide you through an uncomplicated itinerary and you like to stay in larger hotel chains, an agent can absolutely guide you through that process.
However, if you are looking for authenticity, private experiences, seeing all the best sites while also getting off the beaten path, a travel planner or consultant may be more ideal. Many of the properties, restaurants, drivers, and guides are highly vetted by travel planners, providing more personalized services to clients.
What a Travel Planner Can Offer
A travel planner works with clients who are looking for a seamless experience that fits their individual wants and needs. This might include hiking in the Dolomites, renting a Ferrari in Modena, private boat charters off the Amalfi Coast, truffle hunting in Umbria, or finding a perfect villa for your family in Tuscany. There are so many different experiences that can be tailored to each client's interests.
Itinerary planning caters exclusively to the client and their personal tastes. Some planners also handle bookings for experiences like the Venice Simplon Orient Express or Orient Express La Dolce Vita trains, adding unique experiences for the most discerning traveler.
As a travel planner, it is very important to balance holidays with both sightseeing and downtime. Too often, people try to see everything on one vacation but then forget to experience what makes a place like Italy so special.
Frequently Asked Questions
How does a Travel Agent typically earn income?
Travel Agents usually earn income through commission by marking up the bulk package price or by booking commissionable properties, tours, activities, and transportation.
What is a potential drawback of commission-based income for Travel Agents?
Agents may recommend an accommodation property that offers better commissions, even if another property would be better suited to the traveler's needs and preferences.
How do Travel Planners stay independent of commissions?
Travel Planners and Consultants are usually fee based, meaning they are not beholden to commissionable properties and tours. They rarely use markups, passing the supplier rate directly to the client.
When should a traveler choose a Travel Planner?
A Travel Planner is ideal if you are looking for authenticity, private experiences, seeing the best sites while also getting off the beaten path, and you want highly vetted properties, restaurants, drivers, and guides.
What unique properties might a Travel Planner recommend?
Planners often seek out non-commissionable properties like family run agriturismi and organic farm stays, bed and breakfasts, and private villas that offer incredible experiences but are not listed on major booking platforms.
References
- Travel industry standards for commission-based and fee-based travel planning models.
- IATA accreditation requirements and Host Agency partnership structures.
- Luxury hotel consortium benefits including Virtuoso, Signature Travel Network, and similar programs.
