Background: Travel Advisors and Technology

 

In recent years, technology has become crucial for travel advisors, reshaping how they operate and engage with clients. To succeed in today's competitive landscape, advisors must use technology across marketing, sales, service, and back-office operations. Independent advisors rely on essential tools like websites, newsletters, booking platforms, and accounting systems, while larger agencies benefit from more advanced solutions such as trip itinerary tools, marketing automation, and SEO tools.

The need for direct technology management varies; those in larger organizations or franchises like Expedia Cruises benefit from centralized support, while host agencies like Trevello and The Travel Agent Next Door provide their members with robust tech resources. Independent advisors and small travel agencies often have to manage many technology elements on their own.

 This article explores the main software categories for travel agents and agencies.

Overall Travel Agency or Independent Travel Advisor Technology Landscape

We divide software landscape for travel agencies and independent travel advisors into four key areas: Marketing and PR (e.g. client outreach, branding, and lead generation), Sales and Booking (e.g. securing and managing bookings, executing sales), Post-booking Service (e.g. managing itineraries, providing customer support, regular outreach), and Back-office (e.g. collaboration, accounting and finance, security).

In total, there are 17 key software blocks that make up the technology landscape for travel agencies and independent travel advisors. Some of these software blocks are essential for all agencies and travel advisors (shown below in RED), while others are more advanced, typically used by larger organizations (shown below in BLUE). We will explore each software block in detail, with examples of tools and providers for both essential and advanced categories.

Software to support Marketing & Public Relations (PR) for Travel advisors / agencies

Website (Essential tool)

A well-designed website has become a fundamental tool for travel advisors seeking to attract and engage potential customers. In today's digital landscape, it’s almost unimaginable for a travel advisor to operate successfully without a web presence. A website serves as a virtual storefront, providing prospective clients with essential information about services, expertise, and the unique travel experiences an advisor can create. However, the approach to web presence can differ significantly depending on the size and resources of the agency, with varying options available to small and large agencies alike.

For smaller agencies and independent travel advisors, cost-effective, customizable solutions are typically the most viable. Some travel advisors opt for off-the-shelf website platforms using companies like Travefy, which allow advisors to quickly set up a professional-looking website with essential features tailored to their brand and services. Alternatively, some choose to invest in a basic custom-built site, which, although more costly, offers more control over the design and content. These options provide flexibility while keeping the costs manageable for advisors operating on a smaller scale.

In contrast, larger agencies often invest in more advanced web solutions to meet the demands of a broader client base and offer enhanced functionality. These agencies may develop proprietary websites with sophisticated, integrated tools that streamline booking, client communication, and trip planning. Advisors affiliated with larger travel brands, such as Expedia Cruises or Flight Centre, often benefit from dedicated, templated web pages within the company’s broader site, allowing them to maintain a unique presence while leveraging the agency’s established brand.

Host agencies like Travello and The Travel Agent Next Door (TTAND) also play a vital role in supporting advisors' online presence. These organizations often provide their members with standardized website pages hosted on the main agency site. While these pages may lack the customization of fully independent sites, they still offer a consistent and professional web presence that helps build trust with clients and reinforces the advisor’s connection to a well-known travel brand.

Sample providers of customizable websites: Travefy, Wix

Typical platforms for building websites from scratch (requires some web design skills): Wordpress, Drupal

Technology ranking for travel advisors: Essential

 

Marketing Automation (Advanced tool)

State-of-the-art marketing automation tools have become essential for larger travel agencies, enabling efficient lead capture and management. These tools integrate seamlessly with websites and CRMs, helping agencies handle high volumes of leads from various sources, such as email, social media, chat, and online ads. Paired with Google Ads, they can automatically gather and organize client information, making it easier to nurture leads through the sales process. While invaluable for large agencies due to their scalability, these tools remain optional for smaller agencies or independent advisors focused on cost-effective solutions.

Sample tools / platforms: HubSpot, Marketo, Pardot (now part of SalesForce)

Technology ranking for travel advisors: Advanced

 

Newsletter Platform (Essential tool)

 

Newsletters are an effective yet simple tool for travel advisors to stay connected with past and current clients, sharing valuable travel insights and generating repeat business. By regularly providing useful information, newsletters help advisors build trust and maintain a presence in clients' minds, encouraging future bookings and referrals.

Mail and newsletter platforms like make it easy for agencies of all sizes to create professional newsletters without high costs or specialized skills. These tools allow travel advisors to design appealing newsletters and client outreach efforts, making them essential for advisors and agencies, regardless of size. For larger agencies, newsletter functionality is often integrated into broader marketing automation platforms like HubSpot, streamlining the process and ensuring consistent communication across channels.

Sample tools / platforms: MailerLite, Mailchimp, HubSpot, Marketo

Technology ranking for travel advisors: Essential

 

Social Media Management Tools (Advanced tool)

For many travel advisors, social media has become a powerful source of customer leads. Travel is inherently visual, with stunning images of destinations, experiences, and adventures, making it a natural fit for platforms like Instagram and Facebook. These outlets offer a fantastic opportunity to showcase destinations, share testimonials, and engage with potential clients in an inspiring way.

To take their social media presence to the next level and manage it like a pro, larger organizations consider using specialized tools that streamline the process. Tools for scheduling content, managing multiple accounts, tracking interactions, and providing detailed analytics can significantly improve your efficiency and effectiveness. These platforms offer insights into what’s working, optimize posting schedules, and allow you to stay engaged with your audience while saving valuable time.

Sample tools / platforms: Hootsuite, SocialBee, Zoho Social, Buffer

Technology ranking for travel advisors: Advanced

 

SEO tools (Advanced tool)

For travel agencies aiming to attract relevant leads, SEO (Search Engine Optimization) is a must. By creating high-quality content tailored to specific destinations, like Cuba, agencies can improve their website’s visibility in search engine results. Content covering topics such as top attractions, dining tips, and local experiences can help the site rank higher when potential customers search for related terms, capturing the attention of those ready to make a decision.

In addition to SEO, SEM—paid search advertising like Google Ads—offers a fast way to boost visibility by targeting specific keywords. Travel advisors can use SEM to ensure their ads appear when users search for relevant terms like "luxury Cuba vacation," capturing leads actively seeking travel options. To optimize the effectiveness of both strategies, agencies can use analytics tools to identify popular search terms and improve their website’s technical aspects, ensuring higher engagement and better conversion rates.

Sample tools / platforms: Semrush, Ahrefs, MOZ, Ubersuggest

Technology ranking for travel advisors: Advanced

 

Software to support Sales, Booking, and Post-Booking Service

Booking system (Essential tool)

Booking systems are the core tools for travel advisors, enabling them to efficiently book trips for their clients. These systems are essential to the daily operations of travel advisors, allowing them to manage reservations, create itineraries, and streamline the booking process. Some booking systems are widely used across the industry by a large number of advisors and agents globally, offering comprehensive travel options for both leisure and business travel.

On the other hand, some booking platforms are more specialized, designed to cater to specific types of travel. For example, Softvoyage is a popular choice for booking package vacations and tours, while VAX Vacation Access is tailored for leisure trips, offering tools for booking resorts, cruises, and more. These specialized systems enable advisors to focus on their niche market and provide more targeted services. Larger travel agencies like Expedia Cruises or Flight Centre also offer proprietary integrated booking solutions for their advisors, giving them access to exclusive deals, streamlined processes, and tailored resources to enhance their client offerings.

Sample tools / platforms: Sabre, Amadeus, Travelport, Softvoyage, VAX Vacation  Access

Technology ranking for travel advisors: Essential

 

CRM platform (Essential tool)

Every travel advisor benefits from a CRM tool to manage customer relationships—whether for regular outreach, prioritizing clients, or staying on top of relevant data and events. A CRM tracks customer interactions, past purchases, and helps deliver personalized communication, such as birthday emails or tailored offers. Many CRMs also include features like email and newsletter management. While smaller agencies may use off-the-shelf CRM tools, larger ones often opt for customized platforms integrated with booking systems. Travel advisors don't necessarily need a separate CRM if these functions are already included in other platforms they use.

Sample tools / platforms for smaller agencies / independent advisors: Salesmate, Zoho CRM,  Travefy

Sample tools / platforms for larger agencies: Salesforce, Microsoft Dynamics, Hub Spot CRM

Technology ranking for travel advisors: Essential

 

Travel Itinerary Management tools (Advanced tool)

Not all booking systems provide robust support for itinerary management, which is where specialized itinerary tools come into play. These tools go beyond simple itinerary organization; they help travel advisors compile, customize, and share detailed trip plans that enhance the client experience. Advisors can easily update itineraries, include essential trip details, and provide clients with a visually appealing layout that is accessible across devices.

The capabilities of these tools often extend well beyond itinerary creation. Many also include features for proposal and quote management, allowing advisors to seamlessly prepare trip proposals and send customized quotes. Additional functionalities often include CRM (Customer Relationship Management) features to help advisors track client interactions and preferences, and even website management tools that enable advisors and agencies to establish a professional online presence.

Sample tools / platforms: Travefy, Umapped, mTrip

Technology ranking for travel advisors: Advanced

 

Auxiliary Travel Planning tools (Essential tool)

Many travel agencies use specialized tools to support travel planning, including managing entry requirements, visa guidelines, and passport regulations for various countries. These tools also provide crucial health information, such as required vaccinations for specific destinations, ensuring travelers are fully prepared. Given the constantly evolving global health and regulatory landscape, these tools help agents ensure clients have the right documents and meet health requirements in advance.

Government resources, like the Government of Canada's travel pages, offer critical insights on country risk levels, including safety, security alerts, and other advisories. They provide up-to-date information on political stability, health risks, and natural disasters, allowing travel agents to make informed decisions and ensure client safety. With the frequent changes in economic, political, and health conditions, these tools have become essential for delivering accurate, real-time information and personalized, compliant travel experiences.

Additionally, currency conversion tools are vital for travel advisors to provide accurate financial information for clients. These tools ensure clients are aware of current exchange rates, helping them manage travel expenses efficiently and avoid surprises.

Sample tools / platforms: Sherpa, IATA Travel Centre, Travel Advisory by Government of Canada, XE Currency Converter, Visa Central

Technology ranking for travel advisors: Essential

 

Auxiliary Travel Revenue tools (Essential tool)

In the travel industry, various tools are designed to boost revenue during the sales process, especially by leveraging customer demand for upgrades or add-ons. Airlines, for instance, often use systems that enable travelers to bid on available seat upgrades, allowing airlines to maximize revenue while ensuring planes are filled to capacity. These tools provide airlines with a valuable opportunity to upsell premium seating to passengers who may not have initially purchased it, thereby capturing additional income on already-booked flights.

Travel advisors have similar tools to drive auxiliary revenue, especially in areas like travel insurance. One such tool, TravelAndCards, addresses frequent customer misconceptions about travel insurance included with their credit cards. This tool allows advisors to compare credit card travel insurance with dedicated policies from well-established providers like Manulife and Allianz, identifying coverage gaps. By highlighting these gaps, advisors can effectively overcome customer objections and increase travel insurance sales by an estimated 50–75%. Tools like TravelAndCards enhance advisors’ ability to provide tailored recommendations, ensuring that clients are properly protected and simultaneously boosting revenue for the agency.

Sample tools / platforms: TravelAndCards.com

Technology ranking for travel advisors: Essential

 

Travel Insurance Quoting / Booking tool(s) (Essential tool)

Travel insurance is an essential part of any trip, often included with travel packages to provide customers peace of mind throughout their journey. It protects against various travel risks, such as trip cancellations, medical emergencies, and unexpected disruptions, ensuring travelers can navigate unforeseen circumstances with confidence.

Typically, travel advisors partner with a primary travel insurance provider, such as Allianz or Manulife. These providers supply advisors with specialized tools to generate quotes and book policies directly for clients, making the process seamless. In many cases, these tools are also available to clients online, allowing them to review and purchase travel insurance themselves. This accessibility ensures that travelers can easily secure coverage, whether through their advisor’s support or independently, tailoring their protection based on individual needs and travel plans.

Sample providers: Manulife, Allianz, TuGo, GMS, Blue Cross, CAA Insurance

Technology ranking for travel advisors: Essential

 

Loyalty platforms (Advanced tool)

Loyalty platforms are crucial for travel advisors, enabling them to foster customer relationships and drive repeat business. By offering rewards such as points, discounts, and exclusive offers, these platforms incentivize clients to book again. Tracking customer preferences allows advisors to provide tailored recommendations, enhancing satisfaction and retention.

For clients, loyalty programs deliver value through perks like special promotions and rewards for frequent bookings, streamlining the booking process and strengthening their loyalty to the advisor’s services. Additionally, many airlines and hotel chains have their own rewards programs, so it's vital for travel advisors to stay informed about these offerings to maximize the benefits for their clients. Ultimately, loyalty platforms support both client retention and business growth.

Sample tools / platforms for travel advisors: GowayPro, Hera by Accor, Carnival’s Loyalty Rocks, Hyatt’s Confidant Rewards

Sample tools / platforms for end customers: Points.com, Air Canada Aeroplan

Technology ranking for travel advisors: Advanced

 

Software to offer Back-Office Support

While back-office tools in areas like accounting, invoicing, collaboration, and security don’t directly generate revenue, they are essential for the operational efficiency of travel advisors. Accounting and invoicing software streamline financial management, while collaboration tools for communication, calendaring, and data sharing support seamless team coordination and client interactions. Security tools protect sensitive client information and ensure compliance, which is crucial for maintaining trust. Together, these back-office solutions create a reliable infrastructure that allows travel advisors to operate smoothly and focus on client service and revenue-generating activities.

Collaboration tools: email, calendaring, communication, data storage (Essential tool)

Collaboration tools are essential for travel advisors, helping manage daily operations. These tools typically cover four key functions: email, calendaring, communication (audio/video), and data exchange. Email simplifies client communication, appointment management, and document sharing. Calendaring helps schedule calls and meetings, ensuring timely follow-ups. Communication platforms enable real-time audio or video discussions, offering a personal touch to remote interactions. Data exchange features allow secure sharing of documents and itineraries, ensuring smooth collaboration across all parties.

These collaboration tools serve as the backbone of business operations in nearly every industry, and the travel industry is no exception.

Sample tools / platforms: Google (including Google Calendar, Google Drive,  Google Chat), Microsoft (including Outlook, Teams, OneDrive / SharePoint).

Technology ranking for travel advisors: Essential

 

Accounting and Finance tools (Essential tool)

Accounting tools for travel advisors simplify financial management by offering invoicing, expense tracking, tax calculations, and customizable financial reports. These features help advisors track cash flow, manage international transactions, and gain insights into their business's financial health. For smaller agencies or independent advisors, simpler solutions focus on essential functionalities at a lower cost, while larger agencies typically use more advanced platforms that handle complex operations, multi-location management, and detailed financial analysis to support growth.

Sample tools / platforms for smaller agencies / independent advisors: QuickBooks, Xero, Wave Accounting, FreshBooks

Sample tools / platforms for larger agencies: TravelWorks, TraveloPro

Technology ranking for travel advisors: Essential

 

Human Resource Management System, HRIS (Advanced tool)

A Human Resource Information System (HRIS) is an important tool for travel agencies, helping manage essential HR tasks like payroll, attendance, and performance tracking. For smaller travel agencies with fewer than 100 employees, HR needs may often be handled manually or with simpler software, but as agencies grow to around 100 employees, an entry-level HRIS becomes beneficial. Basic HRIS systems streamline core HR tasks, reducing administrative burdens and providing more organization in workforce management.

In larger agencies, especially those with over 1,000 employees, a more complex HRIS is often essential to support advanced functions such as talent acquisition, learning management, detailed employee analytics, and compliance tracking across multiple locations.

Sample tools / platforms for mid-size agencies: BambooHR, Zoho People, Payworks

Sample tools / platforms for larger agencies: Workday, ADP Workforce Now, SAP SuccessFactors

Technology ranking for travel advisors: Advanced

 

Learning & Development tool(s) (L&D) (Advanced tool)

Learning and Development (L&D) tools are used by travel agencies looking to provide employees with training on travel industry standards, customer service, and new tools. The choice of L&D tools depends significantly on the agency's size and complexity. Smaller agencies or independent advisors often opt for standalone, best-of-breed L&D platforms that offer specialized training content, easy integration, and user-friendly interfaces.

Larger agencies, however, may choose integrated solutions within an HRIS (Human Resource Information System), where extensive L&D modules are built in. Such systems provide comprehensive training and development tools, performance tracking, and employee progression analytics, all within the same platform used for other HR functions.

Sample tools / platforms for mid-size agencies: TalentLMS, Thinkific, GoSkills

Sample tools / platforms for larger agencies: Workday Learning, SAP SuccessFactors Learning, Cornerstone OnDemand

Technology ranking for travel advisors: Advanced

 

Cyber Security Tools (Essential tool)

With the increasing frequency of cybersecurity threats, the demand for digital security tools is growing rapidly. Larger companies often equip their travel teams with advanced cybersecurity solutions to ensure the protection of sensitive customer information. However, smaller travel agencies and independent travel advisors must also be proactive in securing their digital infrastructure. Essential security tools include antivirus software, which protects devices from malware, ransomware, and viruses, and firewalls, which act as barriers to filter malicious network traffic. Many antivirus programs also come with built-in firewalls, providing comprehensive protection for business operations.

Sample tools / platforms: Norton Antivirus, Bitdefender, Kaspersky, Sophos

Technology ranking for travel advisors: Essential

 

As you can see, the modern technology landscape for travel advisors and agencies consists of various technology blocks, each serving a specific purpose. Some of these tools are essential for everyday operations, while others are more advanced and typically used by larger agencies with more complex needs. Our platform adds value to this landscape by offering a tool designed to boost auxiliary travel insurance revenue. Click here to explore how it can support and grow your business.