This research contemplates how traditional travel agencies can maintain their market relevance by identifying the fundamental business-to-consumer (BtoC) service values to which they should aspire in their physical outlets. Specific issues and challenges are considered by means of questionnaires, interviews, and references to previous research. The ultimate goal is to utilize industry market research to redefine the service qualities that agencies should strive to offer their customers. Three key determinations are presented regarding the nature of travel agency services up until the point of purchase. 1) The employee service process should be redesigned to guarantee that customers receive specialist and expert advice when discussing their travel requirements. 2) Agency staff should be involved in the online dialogue with customers to build trust with them from the point at which they begin examining travel options online up until they visit the agency in person. 3) An in-store “physical environment” should be created to ensure that customers are professionally served with a layout and functionality that is fully optimized for delivering the highest level of customer satisfaction.