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ASTA finds 42% of consumers don't know enough about travel agents to hold an opinion

09 May 2017 (Edited 09 May 2017)

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

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David Boggs    - David
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