Best alternatives to traditional travel agencies in 2026

Conventional travel agencies once dominated trip planning, but modern globetrotters now have far more options. 

These range from online travel agencies (OTAs) and AI-powered platforms to modern travel advisors. Each option is best suited to a specific need, such as price comparison, instant booking, specialized expertise, or corporate travel management.

This guide outlines the leading alternatives to traditional travel agencies and explains when to use each. For business travelers, booking efficiency alone is not enough, as international travel also requires reliable connectivity and peace of mind—an area where eSIM solutions like Holafly for Business excel.

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Online travel agencies (OTAs): The digital evolution

Online Travel Agencies (OTAs) are the digital evolution of traditional agencies, replacing in-person service with self-service platforms for researching, comparing, and booking. Operating globally, OTAs generated over $150 billion in annual gross bookings in 2024, mainly via supplier-paid commissions.

The five platforms below represent OTA categories by region, focus, and use case.

Expedia.com

Overview

Expedia is a global OTA with over 300,000 listings and coverage across North America, Europe, and Asia. Its network includes Hotels.com and Vrbo.

Best for

Travelers seeking comprehensive packages that bundle flights, hotels, cars, and activities with loyalty benefits.

Key features

• Flights, hotels, car rentals, and activities in one platform.
• Package deals with bundled savings.
• Expedia Rewards loyalty program.
• Extensive North American coverage.
• 24/7 customer service.
• Mobile app for booking management.

Strengths

Comprehensive travel services, strong package deals, extensive inventory, and established brand recognition.

Considerations

Commission-based pricing may not always be the lowest. Customer service can be challenging for complex issues.

Booking.com

Overview

Booking.com is the leading OTA and among the top alternatives to traditional travel agencies, with millions of listings across 200+ countries and a dominant, mobile-driven global presence.

Best for

Travelers seeking maximum choice and flexible cancellation policies.

Key features

• Most extensive accommodation inventory worldwide.
• Flexible cancellation on many properties.
• Genius loyalty program with discounts.
• Strong mobile app experience.
• Customer reviews and ratings.
• 24/7 support in 40+ languages.

Strengths

Unmatched inventory, flexible policies, global reach, and a strong mobile experience.

Considerations

Commission fees are built into rates. Direct booking may offer better prices.

Trip.com (Ctrip)

Overview

Trip.com (also known as Ctrip in China) is the dominant OTA in Asia, with a growing global presence, and an essential platform for travel to and from China and across Asian markets.

Best for

Travelers to China and Asia-Pacific destinations, or those seeking direct access to Asian travel inventory.

Key features

• Extensive Asian hotel and flight inventory.
• Chinese market expertise.
• Ownership of Skyscanner.
• Multi-service platform covering hotels, flights, trains, and tours.
• Local payment options for China.
• 24/7 customer service.

Strengths

Unparalleled China and Asia coverage, strong local market knowledge, and comprehensive services.

Considerations

The interface may differ from Western OTAs. The best value is typically found on Asian routes.

Agoda

Overview

Agoda is an Asia-Pacific-focused OTA with a growing presence in Europe and the Americas, operating as a mobile-first platform for business and leisure travelers.

Best for

Travelers to Asia-Pacific destinations, mobile-first users, and budget-conscious bookings.

Key features

• Substantial Asia-Pacific accommodation inventory.
• Mobile-optimized booking experience.
• Competitive pricing in Asian markets.
• PointsMAX loyalty program.
• Member-only secret deals.
• Business travel booking options.

Strengths

Asia-Pacific expertise, mobile-first design, competitive pricing, and expanding global reach.

Considerations

Inventory outside Asia may be limited. Agoda is part of Booking Holdings.

Lastminute.com

Overview

Lastminute.com specializes in last-minute travel deals across hotels, flights, and vacation packages, with a strong focus on the European market.

Best for

Spontaneous travelers seeking last-minute deals and discounted getaways.

Key features

• Last-minute hotel and flight deals.
• Vacation packages with savings.
• Strong European inventory.
• Top Secret Hotels with deep discounts.
• City breaks and weekend getaways.
• Mobile app for on-the-go booking.

Strengths

Excellent last-minute pricing, strong European focus, and features for spontaneous travel.

Considerations

Best value for flexible travelers. Limited advantages for booking in advance.

Modern boutique travel agencies: The evolved model

Modern boutique travel agencies combine technology, such as AI and data analytics, with bespoke service, offering an alternative to traditional agencies.

They operate online using digital tools to streamline planning and client communication (e.g., WhatsApp or agency-specific apps), with the core value lying in a dedicated advisor who has firsthand destination knowledge and strong industry relationships.

Boutique agencies focus on niche experiences, luxury travel, and customized itineraries. Rather than just booking travel, the advisor manages the entire trip, supports travelers before, during, and after departure, and can often arrange added benefits such as upgrades or VIP access through long-standing supplier connections.

Fora Travel

Overview

Fora Travel is a network of independent travel advisors with specialized destination knowledge and partnerships with 8,200+ hotels and travel providers worldwide.

Best for

Luxury travel, multi-stop itineraries, milestone celebrations such as honeymoons and anniversaries, and group travel.

Key features

• Specialized advisor matching.
• Honeymoon and safari expertise.
• Cruise and group travel planning.
• VIP perks and amenities.
• 24/7 trip support.
• End-to-end logistics, from booking to on-the-ground support.

Strengths

Expert destination knowledge, bespoke service, access to exclusive perks, comprehensive trip management, and supplier relationships.

Considerations

Higher cost than DIY booking. Requires ongoing communication with the advisor and time for planning.

AI-powered travel agents: The future of booking

AI-powered travel agents are an alternative to traditional travel agencies, using machine learning to automate travel research, booking, and trip management.

They provide 24/7 availability and conversational interfaces, and they connect to live pricing to keep itineraries up to date. AI travel agents handle routine tasks such as booking confirmations, price tracking, rebooking during disruptions, and expense documentation, allowing trips to be planned and managed faster while lowering operational effort for travelers and businesses.

Hopper

Overview

Hopper is an AI-powered platform that uses historical pricing data to predict fares and automate bookings at optimal times.

Best for

Budget-conscious travelers with flexible dates, domestic flight bookings, and price-sensitive planning.

Key features

• Price prediction algorithms.
• “Watch and wait” price tracking.
• Automated purchase at a target price.
• Domestic flight focus.
• Price freeze option.
• Refund guarantee on select bookings.

Strengths

Price optimization, data-driven recommendations, and automated booking triggers.

Considerations

Best suited for straightforward bookings. International coverage is more limited than that of traditional OTAs.

Navan

Overview

Navan is a corporate travel platform that uses AI to optimize business travel management, enforce policy compliance, and integrate expense tracking.

Best for

Business travelers and companies managing employee travel with policy requirements.

Key features

• AI-optimized corporate booking.
• Automated policy compliance.
• Approval workflow integration.
• Expense management integration.
• Unified travel and expense platform.
• Mobile app for on-the-go changes.

Strengths

Business travel focus, policy enforcement, and expense integration.

Considerations

Designed for corporate use. Not ideal for leisure travel.

Skyscanner Smart Search

Overview

Skyscanner Smart Search is an AI-powered search tool that suggests alternative or creative routes not typically found in standard flight searches.

Best for

Multi-city trips, flexible travelers, and cost reduction through creative routing.

Key features

• Alternative route suggestions.
• Multi-city search optimization.
• “Everywhere” search for destination inspiration.
• Price comparison across airlines.
• Flexible date search.
• Price alerts.

Strengths

Creative routing options excellent for complex itineraries, and strong price comparison.

Considerations

Search-only tool that requires booking elsewhere. Not a full-service booking platform.

Specialty platforms for unique accommodations

Specialty platforms focus on unique stays, local experiences, and alternative accommodations beyond traditional hotels. 

Instead of standardized rooms, they emphasize distinctive properties, cultural immersion, and stays that reflect local character, such as vacation rentals, homestays, or nature-based lodging. These platforms appeal to travelers seeking personalized experiences, more space or privacy, or closer connections to local communities.

Airbnb

Overview

Airbnb pioneered unique local stays, offering 8M+ listings across 190+ countries and serving more than 150M active users worldwide.

Best for

Experiential travel, unique accommodations, longer stays, local immersion, and group travel that requires more space.

Key features

• Homes, apartments, and unique properties.
• Boutique hotel listings.
• Local experiences and activities.
• Discounts for long-term stays.
• Host communication before booking.
• Flexible search and filtering tools.

Strengths

Access to unique properties, local immersion, more space than hotels in many cases, and competitive pricing for groups.

Considerations

Quality and service can vary. Less standardized than traditional hotels.

Hostelworld

Overview

Hostelworld is a global platform specializing in budget accommodations and hostels, serving backpackers and solo travelers.

Best for

Budget-conscious travelers, backpackers, solo travelers, and those seeking social travel experiences.

Key features

• Global hostel inventory.
• Dormitory and private room options.
• Focus on social travel.
• Reviews from budget travelers.
• Free cancellation on many properties.
• Mobile app for booking and management.

Strengths

Budget-friendly pricing, social atmosphere, global coverage, and authentic traveler reviews.

Considerations

Shared accommodations are standard. Privacy is more limited than in hotels.

Group tour operators: Hassle-free exploration

Group tour operators offer packages that cover all aspects of the trip, including transportation, accommodation, meals, and sightseeing. These tours remove the planning “burden” by providing itineraries, local expertise, and insider access, while also adding a social element via shared experiences with fellow travelers. 

Trafalgar

Overview

Trafalgar is an established tour operator offering classic coach tours and small group experiences, with tour directors required to have 3–5+ years of experience.

Best for

First-time visitors to destinations, travelers seeking comprehensive experiences, and solo travelers, including options with free or reduced single supplements.

Key features

• Classic coach tours with larger groups.
• Small-group discovery tours for 15–18 guests.
• Four-star hotels were available.
• Most meals and activities are included.
• Unique experiences such as dining with locals and staying in castles.
• Global Tour Rewards loyalty program.

Strengths

Experienced tour directors, comprehensive packages, access to VIP experiences, solo traveler options, and a loyalty program.

Considerations

Limited flexibility due to group pacing and fixed itineraries. Higher cost than independent travel.

Globusjourneys

Overview

Globusjourneys is a tour operator focused on travelers aged 50–70, offering classic coach tours and small group options with VIP access and skip-the-line benefits.

Best for

Senior travelers, couples, families, and travelers who prioritize comfort and convenience.

Key features

• Classic tours for 36 guests or small-group tours for 15–18 guests.
• VIP skip-the-line access.
• Four-star and higher hotels.
• Local guides and transportation are included.
• Welcome Back Credit loyalty program.
• No single supplement on select tours.

Strengths

Focus on mature travelers, VIP access, comfortable pacing, and loyalty rewards.

Considerations

Less suitable for younger people. Fixed itineraries and group pacing limit flexibility.

How to choose the right alternative for your needs

Choose OTAs when you want instant booking, are comfortable managing your own itinerary, and want budget flexibility across standard flights and hotels.

Choose boutique agencies when you’re planning complex, multi-stop itineraries, seeking luxury accommodations with exclusive perks and upgrades, or celebrating special occasions that can benefit from expert destination knowledge and insider access.

Choose AI agents when you need 24/7 booking capabilities without human interaction, are flexible on dates, book frequently, want pricing optimized by algorithms, or manage corporate travel with policy requirements and compliance needs.

Choose specialty platforms when you seek unique, local stays beyond hotels, need more space for groups or families, or are budget-conscious backpackers or long-term travelers.

Choose group tours when you’re a first-time visitor, want zero planning effort, value the social aspect of traveling with others, and prefer insider access, local expertise, and VIP benefits.

Keep your business travelers connected with Holafly for Business

No matter how trips are booked, business travelers rely on mobile data to manage confirmations, coordinate with travel advisors, handle AI-driven itinerary changes, and navigate cities—yet traditional roaming charges are unpredictable.

Holafly for Business addresses this with a managed business eSIM solution that lets companies instantly deploy mobile data to employees via the Holafly Business Center, replacing roaming charges with transparent billing and eliminating the need for physical SIM cards. With 4G and 5G coverage in 160+ destinations, employees receive a QR code, scan it, and connect immediately, having access to 24/7 customer support and hotspot sharing.

Business travel made easy

Get Holafly for Business to provide your team with instant mobile connectivity the moment they land.

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Holafly Plans for Business range from Always On for light data users to Unlimited for frequent travelers to Enterprise plans for companies with 20+ employees traveling annually that require custom data limits, coverage, and priority support, ensuring consistent connectivity and peace of mind without administrative friction.

Disclaimer: The information provided in this article is for informational purposes and reflects research conducted on 10 February 2026.

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Tom O'Leary

SEO Content Specialist

I am a Liverpool-based SEO content specialist with years of experience crafting content that connects. I combine my love for clear communication with a passion for travel and languages (currently diving into Japanese!). At Holafly, I'm here to help you understand everything about staying connected abroad, turning technical jargon into straightforward advice you can actually use.

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