Jacksonville Business Journal: Jacksonville travel agencies still fly high in the digital age

Three decades into the Internet Era, the demand for travel agency services seems like it should be at an all-time low.

Any travel needs can be met by a ubiquity of online services.

Allied Market Research, however, found that the global traditional travel agency market size, valued at $143.9 billion in 2022, is projected to reach $212.9 billion by 2032, growing at a compound annual growth rate of 3.7% from 2023 to 2032.

In Jacksonville, there are at least 15 travel agencies that range from home offices to sprawling businesses. Many of them are decades-long operations, having made it through not only the advent of the internet, but through several economic downturns and a worldwide shutdown.

What these agencies report is that while WiFi makes for convenient access, travel still takes time to plan. Shopping airfare, accommodations, transport and places to visit is much easier with expert guides and personalized guidance.

Local agencies have carved niches out of traditional travel agency services to create successful businesses.

“We call ourselves travel advisors,” Odyssey Travel co-owner John Upchurch told the Business Journal. “We help our clients figure out exactly what they want to do. We call it a collaborative travel planning process.”

Personalized adventures and thriving agencies

The collaborative travel planning process consists of a discovery phase followed by five to 10 hours of fee-based research before returning to clients with several choices that align with preferences and budget.

During a time when it feels hard to escape algorithmic choice driven by machines, Jacksonville travel agencies display their value with a personal alliance.

“It’s really about the human connection and the trust that you develop with your client — knowing and offering what they want,” Upchurch said.

Odyssey’s odyssey as an agency is nearly analogous to the industry.

Founded by Upchurch’s mother, Karen, in 1985, the business expanded with a focus on corporate travel.

Ten years ago, John returned to Jacksonville after a 15-year legal career with a mission to rejuvenate Odyssey’s travel business. He consolidated the Daytona Beach office into Ormond Beach and began to expand with contractors certified by Virtuoso Basics travel course.

Virtuoso is the leading global travel network, featuring more than 20,000 certified advisors and specializing in luxury and experiential travel.

The desire for adventure and a personalized experience is what is driving business for local travel agencies, especially post-pandemic.

“If you want bespoke experiences, you're going to have to go through someone who has the knowledge, the expertise and the connections to do that. Pretty much, if you dream that, we make it happen,” Avondale Travel president Leigh Elizabeth Israel told the Business Journal.

Similar to Upchurch, Israel followed in a parent’s footsteps to reestablish Avondale in the 21st century.

Founder Louis “Lou” Black grew Avondale Travel into one of the largest travel agencies in the country before selling off the entire business to US Travel except for one location in 1989.

In 2013, Israel decided it was time to realize her dream of continuing this legacy. And in 2024, Avondale Travel celebrated 50 years in business.

“I want my clients to travel the way I like to travel,” Israel said. “I want my hand held, but I still want the adventure parts. I want to go on a safari, and I want to come home to caviar and champagne. That's the company that we built from nothing, essentially.”

Avondale caters to well-traveled, high net worth individuals that want individualized vacations — something that’s different from what their friends have done.

Elevated desires from clients, however, translates to elevated qualifications for Avondale Travel advisors. This means hiring well-traveled folks and helping to expand their perspectives.

“We travel because our clients expect us to,” Israel said. “We make those contacts. We go to the conferences. We meet the people to widen our relationships to ensure that these trips are truly one of a kind, and everything is taken care of.”

This means familiarization trips like an upcoming advisor journey to London and Paris.

Avondale Travel features a team of 15 advisors.

While Odyssey features a similar service — customized international journeys — Upchurch has a team of 50 to 55 contractors working for Odyssey.

The most successful contractors can make from $20,000 to $30,000 in biweekly commission. While the pandemic stopped all business, the post-pandemic demand for travel has trebled business.

“In 2020, we projected to have the best year ever, but then travel ground to a halt,” Upchurch said. “In 2021, business turned around, in 2022, we eclipsed 2019. 2023 was the best year ever. And 2024 is anticipated to be an even better year than that.”

An old school travel ally

Where customers who want custom trips are helping some travel agencies to thrive, some travel agents work as intermediaries between businesses and airlines to ensure the best prices and most flexibility for a trip.

“It's invaluable when you have to be somewhere that you’ve got somebody there on your side to help you,” Discount Travel Brokerage Services owner Steven Crandall told the Business Journal.

As a bonded agent with airlines, Crandall can hold airline reservations for one business day. This means that if prices fall over the weekend, Discount Travel can cancel an initial reservation in exchange for a cheaper one.

Crandall can also put a hold on airline tickets for the next flight if a previous flight is canceled so that business travelers are not stuck at an airport.

For larger businesses with numerous people going to various destinations, Discount Travel can not only cancel reservations and eliminate airline fees, the firm will also keep track of canceled flights so that they don’t get caught up in the shuffle.

The segment utilizing travel agents

Allied found that in 2022, the age 32-43 segment accounted for about a third of the global traditional travel agency market share. This age group is expected to maintain market share through 2032.

As demand continues to rise, travel agents are anticipated to continue to meet the very specific needs of these working professionals and family-oriented travelers.

“Our clients have very high expectations of us. They are hiring us because of our expertise, because we've traveled the world, because we've made all the contacts,” Israel said. “They come to us because they know that we've been there and done that.”