Italy

From Sales to Marketing, A New Era For Europe's High Street

Traditional, brick-and-mortar travel agencies still serve and important function within Europe's online travel ecosystem. Tradition, trust, and culturally embedded travel behavior make the traditional travel agency relevant in Europe's biggest markets. Store-front travel agents are on the rapid decline throughout Europe, but their footprint remains pervasive within the region's key travel markets. Various technological, economic, and strategic factors have lead to the decline of the traditional travel agent.  Each market is a bit different. How the broader travel ecosystem incorporates the still extensive network of shops and travel industry professionals will depend on these factors.