As places start to reopen for travel, 79 percent of Americans have said they prefer working with a travel advisor over an online travel agency to plan an important trip, according to a recent survey conducted by Internova Travel Group. Younger generations of travelers are also looking to travel advisors to help them plan their next trips, more so than other generations.

The nationwide survey, which was conducted online from June 3 to 7, 2021, among a national sample of 1,190 adults, found that approximately three out of four Americans would prefer to work with a human being over a computer to access travel information that can’t be found online (75 percent), get travel recommendations (71 percent) or request an upgrade on a flight or a welcome amenity at a hotel (73 percent). Americans also prefer to work with a person to help them find travel discounts (57 percent) and get access to exclusive events and experiences (65 percent).

There were other interesting results across demographics:

  • Of the Gen Z respondents, 56 percent noted they have never booked a trip with a travel advisor. However, in the wake of the pandemic, 52 percent would consider booking a trip with a travel advisor in the future. 45 percent stated that they are “likely or very likely” to book their next travel experience using a travel advisor.
  • Among Millennial respondents, 49 percent have never booked with a travel advisor, but 50 percent would consider booking travel with a travel advisor in the future. 39 percent stated that they are “likely or very likely” to book their next travel experience using a travel advisor.
  • For Gen X respondents, only 39 percent percent have never booked with travel advisor, and 39 percent would consider booking with a travel advisor in the future. In the wake of the pandemic, 38 percent stated that they are “likely or very likely” to book their next travel experience using a travel advisor.
  • And for respondents ages 57+, it’s no surprise that only 22 percent have never booked travel with a travel advisor in the past.

“Many expect the younger generations, especially the digitally-native Gen Z, would prefer to book trips online themselves,” said J.D. O’Hara, CEO of Internova Travel Group, in a press statement. “However, that’s not the case, as we are seeing more and more people seeking the guidance of a travel advisor in these very different travel times.”

Internova recently launched the “Go Human. Book Human.” campaign to promote the value of a travel advisor as the complexity of travel continues in the wake of the pandemic. The campaign is an immersive web experience on BookHuman.Travel that connects consumers directly with travel advisors across the U.S. from Protravel International, Tzell Travel Group and Andrew Harper Travel, the travel brands of Global Travel Collection, the luxury and premium division of Internova.

“Travel advisors have been the unsung heroes throughout the pandemic, saving the day for their travelers, providing support to essential workers and reuniting families all over the world,” continued O’Hara.

For more information, visit internova.com.