The Advantage Travel Partnership wants to rebrand and modernise the term ‘travel agent’ and is seeking suggestions for alternative names.

The group wants to find a name that ‘encompasses the role that agents play as experts, professionals and influencers that inspire people to travel whilst maintaining a duty of care to their customers’.

It is launching the search today, National Travel Agent Day.

In a recent survey, half of Advantage members said they were in favour of a name change. Suggestions put forward include ‘travel professional’ and ‘travel consultant’. Many members said a rebrand could help reach younger customers.

Advantage CEO Julia Lo Bue-Said said: “At Advantage we have worked incredibly hard over the last few years to raise the profile of the travel agent and truly believe it is a role that is more well-known and more valued than ever before. However, we also believe that now is a time for change and to rebrand and modernise the profession to make sure that the title reflects the depth and breadth of the role.

“National Travel Agent Day is the perfect opportunity to relaunch the travel agent as it’s traditionally a day to celebrate the great work that agents do.

“We know from speaking to our members that there is a real appetite to rebrand the travel agent to something akin to Travel Specialist, Travel Consultant or Personal Travel Advisor as they feel that the term travel agent is outdated. We are really looking forward to seeing further suggestions through our poll and the evolution that will inevitably come from this campaign.”

Have your say here.