As the traveler’s world changes, the agent’s role does too

Travel agents have been hit by a quadruple whammy in the last few years. Faced with cutbacks in commissions paid by major airlines, the economic slowdown and the challenges posed by the Sept. 11, 2001, terrorist attacks and the growing popularity of the Internet, the travel agent business is undergoing radical change.

“Travel agents are becoming consultants rather than order takers,” says Kathy Sudeikis, vice president of the American Society of Travel Agents. “We’re about value and making sure that everything works.”

The travel consumer is one driving force behind this change. The 2003 National Leisure Travel Monitor, a study by travel industry consulting firms Yesawich, Pepperdine, Brown & Russell and Yankelovich Partners, notes a significant decline in the use of travel agents and an increase in the use of the Internet. Nearly 40% of leisure travelers now use the Internet for making reservations, the study says.

But that is only part of the picture. In an effort to eliminate the middleman, travel suppliers, such as hotels and airlines, are offering the best deals on their own websites, putting the squeeze on such Internet sellers of travel as Expedia, Travelocity and Orbitz.

The result? “I think it’s going to make things even more confusing for the consumer,” says Pauline Frommer, executive editor of Arthur Frommer’s Budget Travel Magazine Online.

Regardless of how and where consumers access the information, the trend toward the Internet shows no sign of slowing. Online leisure travel spending in 2003 was $41 billion, an increase of 35% from 2002, according to ComScore Networks. The number of consumers who thought they got the best prices from travel agents declined by a third from 2002 to 2003; those who thought they got the best prices from the Internet increased by half, according to the Leisure Travel Monitor.

But don’t write off the travel agent just yet. The key, experts say, is knowing when to use an agent and when to use the Net.

“I think travel agents have their place if you have a complicated itinerary and don’t have time,” Frommer says. As Web surfers know, shopping for bargains, whether they’re the best airfares or fantastic hotel deals, can be time-consuming.

Even travel agent Sudeikis agrees that if you are booking a simple airline ticket, you should do it online.

But for special occasions -- a family gathering, say, when you need to bring together people from different parts of the world -- or a special-needs traveler, the services of a travel agent can be invaluable.

“We’re about helping you through the maze of issues,” says Sudeikis, whose favorite saying is “they don’t know what they don’t know.”

Travelers use the Internet for gathering information and come to travel agents much more prepared, Sudeikis says. “But they come to us on information overload. We’re an unbiased third party who will help sort through it all.”

Many travel agents have embraced the Internet, viewing it as an additional tool to be used in serving the client. Brochures and hotel reviews, for instance, that once had to be mailed to clients or presented in person can now be sent electronically.

“Now we’re pasting and clicking and e-mailing and able to be in touch with clients,” Sudeikis says. “The Internet is the future, and it makes us better.”

Here are some general tips on which method to employ:

* Airfare: You can usually book your own simple air tickets more cheaply on your own using the Internet. Most agents now charge a fee for making airline reservations. “We’re not about the air tickets. There are more efficient ways to do that,” Sudeikis says.

* Hotels: The big travel sites offer plenty of information to help you select a hotel. Travelocity, for example, posts reviews of the hotels from travelers. But there are caveats. Some Internet-only prices require advance payment and carry hefty cancellation penalties. Even with low-price guarantees, you need to shop around for the best deal, and that takes time.

“There is value to be had from doing the work online,” says Frommer, including familiarizing yourself with a destination before you arrive. If you don’t have the time, find a good travel agent to help you.

* Cruises: This is one area where the help of a travel agent, especially one who specializes in cruises, can save you money and add value to your vacation. “Every ship has a different personality,” Sudeikis says.

When I wanted to book a transatlantic cruise, I started online. I learned firsthand what Sudeikis means when she says travelers “don’t know what they don’t know.” I ended up using a good agent who helped me select the best available stateroom in my price range, got me a discount and a voucher for onboard spending.

A relatively new website that’s worth considering is www.cruisecompete.com. It allows you to pit travel agents against one another in bidding for your business, but you need to do your homework first. You must be very specific in making your request, which means you should check out websites and other reference material.

* Last-minute travel: Two-thirds of U.S. leisure travelers planned a trip within two weeks of departure, according to a study by the Travel Industry Assn. of America. More than a quarter of last-minute travelers take such a trip just for the fun of it; 22% wanted to visit families or friends, says a spokesman for Site59, a Web site that specializes in last-minute travel. Suppliers use the Internet to unload unsold airline seats and hotel rooms, and it is the primary source of last-minute deals. Consumers who can make last-minute plans benefit.

“I wait to see where the good deals are and then go,” Frommer says. That kind of flexibility can pay off in big savings. “We went to Ireland last August simply because there were $99 fares each way.” She found them on the Internet.

Jane Engle is on assignment. Questions and comments on Travel Insider can be sent to travel@latimes.com or mailed to Travel Insider, Los Angeles Times, 202 W. First St., Los Angeles 90012. James Gilden can be reached at www.the internetraveler.com.