The term "travel agent" and the industry as a whole has an image problem, according to panelists at a recent industry event. Many in the industry prefer to be called a "travel professional" or "travel adviser," but those terms can be ambiguous for consumers. "The problem is everybody gets that they don't want to be called a travel agent, but they don't get how they fundamentally become a travel adviser," Virtuoso CEO Matthew Upchurch said. "Just calling yourself a travel adviser doesn't mean a darn thing if you don't revolutionize the way in which you find clients and interact with clients."

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