The role of the travel agency in the new post-Covid-19 situation: ten proposals for its recovery

ABSTRACT

The Covid-19 pandemic is having a devastating impact on the travel industry. The consequences of the virus are beginning to be seen in the form of mergers, closures or acquisitions that will leave behind a new landscape in the travel agency sub-sector. This study analyses the situation of Spanish travel agencies and, on the basis of this research, proposes a manual of good practices for their recovery. A total of 726 travel agents were contacted through an online survey. The study shows that the current situation is perceived as a turning point from which a change must take place in the market, ranging from technological innovation to the marketing of more sustainable products, including a possible change of business model. After participatory observation in the sector and analysis of the results obtained, a manual of good practices is proposed in the form of a decalogue which, when put into practice, will help to guarantee the future of travel agencies, already affected by the changes brought about by the appearance of new players in the area of tourism intermediation.