Automation is gaining ground in travel agencies as staff numbers grow
Travel agencies continue to accelerate their digital transformation and are increasingly directing their investments toward process automation and the optimization of customer management. This is reflected in the third edition of the Beroni Barometer on Innovation in Travel Agencies, prepared by ObservaTUR, which points to a shift in priorities within the sector for the coming years.
One of the most significant findings of the study is the expected decline in hiring. While 30% of agencies planned to expand their teams in 2024, this percentage drops to 24% by 2026. This trend suggests that many companies are focusing on improving operational efficiency through technological tools rather than increasing their workforces.
Continuing education remains the primary focus of innovation investments, although its share has decreased compared to previous years. While in 2024, 59% of agencies identified this area as a priority, by 2026 the figure stands at 46%.
The report interprets this decline as a possible indicator that a significant portion of training processes have already been implemented and that resources are beginning to be directed toward more specific solutions.
There is also a slight decrease in the budgets allocated to marketing and advertising, which have dropped from 49% to 41%. Despite this, customer acquisition and digital visibility continue to be considered strategic areas for agencies.
Conversely, investments directly linked to the digitization of processes are increasing. Improvements to websites and digital environments are gaining prominence, while internal management solutions are seeing some of the highest growth rates.
Back-office systemsaccount for 24% of investment plans, up from 16%, and CRM tools have grown from 15% to 19%, reflecting a greater focus on automation, data analysis, and customer relationship management.
The study also shows that the sector perceives a positive technological evolution during the 2024?2026 period. Nearly half of professionals believe their agency has made significant progress in this area.
However, expectations regarding more disruptive innovations are moderating slightly, which could indicate a stage of digital maturity focused more on optimizing existing tools than on rapidly incorporating new technologies.
According to Josep Bellés, CEO of Beroni, technology is no longer a differentiator but has become an indispensable requirement for competing in the market. In this context, agencies are moving toward management models increasingly based on automation, operational efficiency, and a more intelligent relationship with the client.