In the ever-evolving tourism landscape, one thing is becoming increasingly clear: travel agencies are regaining a prominent role as trusted providers of expertise, security, and quality for travelers. In a time when consumers are overwhelmed by online platforms, flash deals, and promises of savings, the travel agent is once again being recognized—not as a mere intermediary, but as an experienced consultant and reliable ally for the traveler.
Today’s travelers are seeking authentic, personalized experiences—and above all, stress-free ones. In this context, travel agencies offer real added value: they provide time, knowledge, experience, and a network of contacts that no search engine can match. Travel professionals know the destinations, the accommodations, the service providers, and they are able to anticipate and manage the unexpected, ensuring peace of mind before, during, and after the trip.
A clear sign of this growing relevance came with the recent agreement signed between Fiavet—Italy’s main federation of travel agencies—and Ryanair, a company historically known for bypassing traditional travel distribution channels. After years of a strained relationship, marked by skepticism and conflicting approaches, even a digital-native and aggressive player like Ryanair now acknowledges the value of professional distribution.
The agreement establishes a dedicated channel for travel agencies, allowing them access to tailored packages, services, and streamlined procedures. This means greater transparency, easier booking management, and most importantly, better conditions to offer a comprehensive and high-quality service to clients. It’s not just a win for Fiavet—it’s a clear market signal: consumer protection and assistance are now essential components of the travel offer.
Today’s traveler is more aware, more cautious, and more demanding. Following the disruptions of the pandemic, trust has become a premium commodity. Travel agencies offer exactly that: trust—thanks to their ability to design custom itineraries, handle emergencies, and ensure a smooth experience without unpleasant surprises. Quality is now the true differentiator in the decision-making process. And quality isn’t only found in the product, but also in the service, the human connection, the personal attention.
This new environment marks a return to center stage for travel agents, who no longer need to defend themselves against accusations of being an “added cost.” On the contrary, they can confidently assert their strategic role within the tourism ecosystem. A customer who turns to a travel agency is choosing professionalism, peace of mind, and excellence. More and more, tourism suppliers—from airlines to hotels—are realizing this.
The agreement with Ryanair is not just a business deal; it’s a symbol of cultural recognition. A new awareness is emerging: while technology can facilitate, it is human experience that truly makes the difference.
Fiavet, the Association of Travel Agents intends to delve deeper into each of these issues with a series of articles, exploring their impact and discussing actionable solutions. Together, we can ensure that Florence remains a jewel of global heritage, a city where history and modernity coexist harmoniously.
