Travel agencies continue to dominate – More reliable, safer, and often even cheaper

Although an increasing number of travelers around the world organize their trips independently using online accommodation and transportation booking platforms, travel agencies continue to play a leading role, particularly because of the security, traveler protection, and support they provide in the event of unforeseen circumstances. Tourism professionals interviewed by Kosovo Online believe that citizens still place considerable trust in travel agencies, as they offer security, guaranteed services, and assistance should any problems arise.

Written by: Milena Maksimovic

The summer holiday season is in full swing, and the residents of Pristina interviewed by the Kosovo Online team organize their trips in different ways. While some believe that travel agencies are the most reliable option, others prefer booking accommodation and transportation independently through the Booking.com platform.

For some people, the easiest solution is to plan their own trip and arrange accommodation and transport themselves, while others have greater confidence in travel agencies.

Dielza Taçi says she prefers traveling through a travel agency.

"I haven't used Booking.com so far. This option suits me better because I can plan everything myself and change things according to my own preferences," she said.

One interviewee explained that his wife usually handles travel bookings, but that they most often choose Booking.com because of lower prices.

"She books everything online herself. It's easier through Booking.com," he said.

Adelina also believes booking through Booking.com is more convenient.

"It's easier for me. You can make a reservation from your phone while lying in bed," she said.

On the other hand, one woman believes travel agencies are more reliable.

"It's easier through an agency because they organize and book everything for you, and you also have tour guides who show you around the place you're visiting," she said.

A resident of Pristina believes Booking.com offers greater transparency and better prices.

"It's cheaper and more transparent through Booking.com. I don't have much trust in travel agencies," he said.

According to representatives of travel agencies in Kosovo, most citizens still choose agency-organized holidays, while some travelers prefer planning their vacations independently using digital platforms.

Edon Abdulahu, founder and CEO of the Pristina-based travel agency Max Travel, says that the majority of Kosovo citizens still book their summer vacations through travel agencies, describing this as a safer—and often more affordable—option than organizing trips independently.

Abdulahu notes that many people attempt to organize their own holidays but often discover that it ends up costing more than purchasing a package through a travel agency.

"I believe most people still use travel agencies, although there are those who try to organize everything themselves. However, in many cases, it turns out to be more expensive than booking through an agency. In addition, travel agencies assume responsibility for flights, hotels, excursions, and all other travel-related matters. That's why I believe it's always much better to use the services of a travel agency than to book everything independently," Abdulahu told Kosovo Online.

He explained that a travel package usually includes flights and accommodation but can also be customized to meet each client's specific needs.

Abdulahu emphasizes that booking through a travel agency is not only safer but, in many cases, also less expensive.

"In most cases, the price you see on Booking.com can be matched—or even beaten—by a travel agency. Moreover, when you book through an agency, you have the security of knowing someone is looking after your reservation and will provide assistance if a problem arises. At the same time, you are supporting the local economy," he said.

Speaking about this year's summer season, Abdulahu said he was satisfied with the results so far and expects demand to increase further in the coming weeks.

Nenad Stojakovic of the Holiday Plus travel agency in North Mitrovica says that people are increasingly planning their holidays months in advance, with many booking before the summer season even begins, while a smaller number still decide to travel at the last minute.

Stojakovic pointed out that some travel packages had already been booked by the end of last year, citing strong interest among pensioners in holidays in Igalo.

"Our pensioners booked their holidays in Igalo during Black Friday, on the last Friday of November last year. More than 130 people reserved their packages then. This shows that a significant number of our travelers carefully plan their vacations instead of waiting until the last minute. We received a large number of off-season bookings for summer travel, so we certainly cannot say that our tourists do not plan their holidays," Stojakovic told Kosovo Online.

He added that, despite this trend, there is still a group of travelers who decide on a package only one day before departure.

Discussing changes in travel habits, Stojakovic said that the development of the internet and digital platforms has made it much easier for people to organize trips independently, but that travel agencies continue to play an important role.

"Today, people can organize trips almost anywhere in the world, with or without the support of a travel agency. We live in the 21st century, and information is available to everyone. However, travel agencies have existed for more than 150 years. The first major travel agency, Thomas Cook, was founded in England in the mid-19th century. That shows there will always be people who want professionals to organize their trips, while others will prefer to do everything themselves," he said.

According to him, there is also strong demand for organized group tours, both within the region and to European cities.

"We organize a large number of group trips. People travel to Greece and Montenegro for summer holidays, but we also organize group tours to European destinations such as Paris, and soon Rome as well. These trips remain highly popular," Stojakovic said.

Aleksandar Senicic, Director of the National Association of Travel Agencies of Serbia (YUTA), pointed out that citizens continue to place the greatest trust in travel agencies, noting that around 70 percent of travelers use their services, while approximately 30 percent organize their trips independently.

Senicic explained that whether someone chooses to organize a trip independently or through an agency depends on both their budget and their ability to navigate online booking platforms.

"A large number of people still prefer travel agencies because they purchase package holidays that provide greater security. In addition, the law provides certain protections for travelers, so in the event of unforeseen circumstances, they are entitled to refunds or other appropriate compensation," Senicic told Kosovo Online.

According to him, although the percentage of travelers using agencies has gradually declined, it still remains dominant.

"The percentage decreases year by year, but according to our latest data, around 70 percent of travelers still use travel agencies, while about 30 percent travel independently," he said.

He added that booking through travel agencies is often financially more advantageous than arranging accommodation independently.

"If we compare booking platforms such as Booking.com and similar services, they are currently, in many cases, more expensive than travel agency offers. This year we analyzed accommodation prices in Greece and Montenegro, comparing identical properties during the same periods, and found that travel agency packages could be 15 to 20 percent cheaper than Booking.com prices," Senicic said.

He believes travel agencies are especially advantageous for air travel and long-haul destinations.

"Of course, I will always recommend traveling through travel agencies, but the advantage is particularly evident with air travel packages. During the summer, when it comes to charter flights and organized holidays to more distant destinations, such as North African countries or the Greek, Spanish, and Italian islands, individual travelers can hardly find better prices than those offered by travel agencies," he said.

Senicic also noted that travelers who book through agencies enjoy greater flexibility if they need to cancel their trips.

He advised those wishing to organize trips independently to do so primarily within neighboring countries, where language barriers are minimal and unpleasant surprises are less likely. He also stressed that accommodation should not be booked through social media but directly with reputable properties or based on trusted recommendations.

Senicic warned that a large number of accommodation booking scams via social media had again been recorded this year.

"This year alone, more than 1,000 such scams have been reported. As the number of independent travelers increases, so does the number of scams," he said.

Speaking about the most popular destinations, Senicic noted that Greece remains Serbia's favorite holiday destination this summer, as it has been for the past decade.

Ana Marija Aleksova Maleva, President of the National Association of Travel Agencies of North Macedonia, also emphasized that it is encouraging that people continue to book their holidays through travel agencies because this provides greater security and protection against potential problems.

She noted that while numerous online accommodation booking platforms exist today, direct online payments—particularly by credit card or through reservations lacking adequate safeguards—carry certain risks.

"It often happens that people traveling with small children or elderly family members arrive only to discover that the accommodation is already sold out, that there has been an overbooking, or that some other unpleasant situation has occurred. In such cases, they have no contract, no legal protection in the country they have traveled to, and must resolve the problem on their own," Aleksova Maleva told Kosovo Online.

According to her, precisely these situations are one of the main reasons why people continue to trust travel agencies.

"A travel agency, as a licensed legal entity, has responsibilities toward its clients. If a problem occurs, travelers know whom to contact and have the assurance that someone will respond. Of course, overbooking or unforeseen circumstances can happen, but when a traveler has a contract with a travel agency, the agency is obliged to provide suitable accommodation that is at least equivalent to—or better than—the accommodation originally booked," she said.

Aleksova Maleva believes that modern travelers can no longer be described as adventurers because the way people plan their journeys has fundamentally changed with the development of the internet and digital platforms.

She added that for many people, a holiday is an event planned only once a year, making it essential that they feel confident about where they are investing their money and where they will spend their vacation.

"Safety is the most important thing. When you have a person and a company standing behind you—in other words, a travel agency licensed by the competent ministry—you have an additional level of security and confidence," she said.

Speaking about destination choices, she pointed out that people today can travel almost anywhere in the world, but for independent travel, it is essential to verify flight availability and connections in advance.

"When we talk about organized holidays offered by travel agencies in North Macedonia, the most common destinations are neighboring countries such as Greece, Albania, Bulgaria, and Montenegro. However, there are also numerous long-haul destinations served by charter flights during the summer season. These primarily include Egypt, Tunisia, Antalya, and Bodrum, where regular flights are available, as well as certain destinations in Italy and Spain that are also offered through travel agencies," Aleksova Maleva concluded.

Although accommodation and package holiday prices are higher than in previous years, some travelers booked their vacations several months in advance, while others are waiting for last-minute offers. Destination preferences vary, but among residents of Kosovo, three destinations clearly stand out as favorites—Greece, Albania, and Türkiye.