TripAdvisor for Business president Christine Petersen told an audience at trade show ITB in Berlin: “You don’t need agents for standard stuff like booking a flight or to find a hotel near a conference centre.”

But Petersen said she had used an agent to book a recent ski holiday following a recommendation by a friend.

She said: “We are far from satisfying bespoke needs or [meeting the demands of] those who have not been to a far away destination and don’t have a friend who has been there.”

Petersen added: “Agents will need to change the way they do business, but I don’t see the travel agent going away.”

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