One of the things that did please me about the Web In Travel conference this year was the increase in the number of traditional travel agents attending the event.

And the ones that did and sat through the programme were visibly excited to learn about what's going on and said they learnt a lot – things they could apply immediately to their business.

One told me, "There are three things I want to do when I get back to the office. Set up a Facebook page, follow your Twitter and review our website."

Talking to several agents after WIT, I sense a tide changing. In the past, you could perhaps pretend to ignore what's going on in terms of how customers are changing the way they plan and book their travels and you could cling on to cosy relationships with suppliers who pay you incentives or commissions.

These days, you simply cannot afford to have a situation where the customer wants one thing but you are offering her something else because you are putting yours and your suppliers' interests first.

Also, don't forget, the customer often knows more than you think and she gets frustrated when the agent merely does what he or she is told and is not making any real recommendations because she may be hampered by either the lack of skills or tools or both.

Terms like the Internet, the Web, mobile, smartphones and social media have now become so interwoven into everyday lives that it's simply impossible to continue to claim to be a "travel agent" – ie someone who is an agent of travel – without at least knowing how these things are changing customer behaviour.

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www.webintravel.com/blog/attitudes-changing-but-are-travel-agents-willing-to-ride-the-next-wave_1387