Agents' worth determined by knowledge, not transactions

10/1/2007 |

In the past decade, the travel agent industry has survived a trio of events, including online booking, the end of airline commissions and Sept. 11 terrorist attacks to emerge as a more sophisticated industry. "Agencies' values have shifted from transaction to research," said Henry Harteveldt, a travel analyst at Forrester Research. "As such, they are more like media companies, and must therefore do a better job of making their money from people who use them to research trips. That will mean a big change in how they do business."

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