The increase in prices also responds to the growth in demand from travellers, who are eager to resume their holiday or business plans after several years of constraints. This phenomenon has driven ticket prices up, as travel agents seek to capitalise on the increase in bookings. In addition, in many cases, travellers are willing to pay more for additional services, such as travel insurance or personalised service, which has allowed agencies to increase their profit margins.

Another determining factor in the increase in ticket costs is global inflation, which has affected all sectors of the economy, including tourism. Rising operating costs, such as fuel, energy and aircraft maintenance, have translated into higher prices for agencies, which in turn pass these costs on to consumers.

Travel agencies have also faced higher technology and staff costs. Digitalisation has transformed the way bookings and services are managed, which has meant significant investments in technology platforms. In turn, the hiring of specialised staff in these areas and the improvement of customer service systems have also increased the cost structure of agencies.

Despite price increases, travel agencies continue to face stiff competition from both airlines and online booking platforms. Many airlines have adopted direct-to-consumer strategies, eliminating agency intermediaries and offering more competitive prices on their own websites. This has forced agencies to look for ways to differentiate themselves and justify price increases by offering a more complete and personalised service.

For their part, digital platforms such as Booking, Expedia or Skyscanner have expanded their offer and, in many cases, allow users to access lower prices. However, travel agencies have been able to adapt, opting for a hybrid model that combines personalised attention with technology, something that digital platforms cannot always offer with the same level of detail.

The profile of the traveller has changed in recent years, and travel agencies have responded by adapting their offer to these new needs. Today's more informed and demanding travellers are looking for unique experiences and services that go beyond simply issuing tickets. This has led agencies to diversify their offer, including personalised packages, expert advice and additional services that make the final product more expensive, but are valued by a public willing to pay for them.

In addition, luxury tourism and responsible tourism are on the rise, which has also influenced the increase in the price of tickets issued by agencies. Affluent travellers are looking for exclusive and sustainable experiences, and agencies have capitalised on this trend by offering tailor-made trips with premium services that increase the price of the ticket.

For consumers, this 23% increase in ticket prices can be a challenge, especially for those looking to travel on a tight budget. Although some agencies have implemented financing plans or payment facilities, the reality is that many travellers choose to look for cheaper alternatives through digital platforms or directly with airlines.

However, those who value the security of having the backing of a travel agency and the convenience of a more comprehensive service continue to rely on agencies, despite price increases. Travel agencies continue to offer benefits such as assistance with last-minute changes, on-site problem management and a more personalised service, factors that many travellers consider key when planning their trips.

The 23% increase in ticket prices is just part of the changes the travel industry is experiencing in 2024. As travel agencies continue to adapt to new market demands, prices are likely to continue to fluctuate based on external factors such as inflation, fuel costs and global trade relations.