Travel and leisure marketing: Do travel agents have a future?

4 in 10 travelers believe booking through an agent protects them from problems and higher prices.

A recent study confirms that people booking through a travel agent believe the practice saves money now and frustration later.

A recent PhoCusWright’s Consumer Travel Report found that 80% of people who book through a travel agent do so for two reasons.

  1. Either because they want personal interaction with their agent.
  2. Or because they believe agents can positively influence pricing now, and problems encountered on the trip.

The study found that 8 of 10 consumers who book their travel offline value face-to-face service:

  • 3 in 10 want personal service.
  • 2 in 10 believe they get better customer  service if something goes wrong.
  • 2 in 10 believe they get better deals if they visit with a travel agent.
  • 1 in 10 want to use a particular travel agent

Privacy and safety issues are no longer the major driver for why people don’t book online.

In fact only 7% of travelers say they would not book travel online because they didn’t want to submit their credit card information online.

There are several insights that leisure marketing pros can extrapolate from this study:

  1. The demise of the offline travel agency has greatly exaggerated.
  2. Travel agents fill an important role for people who prefer human interaction over hours spent alone planning their trip online.
  3. Face-to-face interactions between travel agents and consumers build trust and belief in the agent’s expertise and ability to provide better pricing and service over online options.

4 Responses to Travel and leisure marketing: Do travel agents have a future?

  1. Ecotourism is The Future of Tourism…

    Natural attractions in the world has existed for centuries, but only lately that it’s the name of eco-tourism is given. Form of tourism, especially for the appreciation of nature tourism. People who go on the journey to a place that naturally bea…

  2. SEO BC says:

    Really good post! Thanks for the information.

  3. […] Travel and leisure marketing: Do travel agents have a future? ( […]

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