Since the last years of the 20th century, travel and tourism agencies have undergone technologi‑ cal transformations and changes in their work activities. Technological innovations have led to increased competition and market changes facilitated by the advent of the Internet and information and communica‑ tion technologies (ICT). Based on this analysis, this research aimed at identifying the Social Representations (SR) of Travel Agents (TAs) in relation to technological innovations. The design of this study was based on documentary and bibliographic research, with a qualitative approach and the use of semi‑structured inter‑ views. The Social Representations of agency professionals indicate the need for constant staff training and investment in technology in order to remain in the travel and tourism agency segment.