The American Society of Travel Agents has released the results of new research into American consumers' perceptions of travel agents.
Key findings:
- 80% of survey respondents who said they had used a travel agent within the past 10 years expressed a favorable view of agents.
- But 42% of respondents had no opinion about agents one way or the other.
- Millennials use agents more than any other age demographic.
- Millennials do a lot of business travel: 57% took a business trip last year.
- Millennials also take cruises more than any other age demographic, and 90% say they plan to cruise again.
- Respondents who have used agents say agents saved them on average $300 per booking.
It's a problem for the agent community that 42% of their potential customers don't know enough about agents to hold an opinion. Some education and awareness-raising are in order. For that 42% figure to drop, those folks with no knowledge of what the agent experience is like need to hear about it from folks who do. Sounds like a good application for social media.
- David
- David
